Extreme Makeover: Seafood Edition

Marketers gave these former trash fish new names—and transformed them from gross to gourmet.

Photo: Wikimedia Commons


NEW NAME

OLD NAME

STORY

Orange roughy

Slimehead

Originally named for its mucus-covered head

Torbay sole

Witch

Renamed by UK grocer Marks & Spencer after a picturesque English bay

Rock salmon/hass

Spiny dogfish

The result of an $8.5 million ’70s campaign to rebrand “underutilized species”

Silverbrite salmon

Chum salmon/dog salmon

One of the cheapest kinds of salmon, it has canine-like fangs.

Peekytoe crab

Rock crab

Considered essentially worthless till the mid-’90s; now the darling of trendy restaurants

Scarlet snapper

South African hake, Malabar blood snapper

“Anything that is red is going to be sold as red snapper, no matter what it is,” says one restaurant supplier.

Blue cod

Oilfish

Like escolar, oilfish is known for its laxative effect.

Source: Marine Policy

OUR NEW CORRUPTION PROJECT

The more we thought about how MoJo's journalism can have the most impact heading into the 2020 election, the more we realized that so many of today's stories come down to corruption: democracy and the rule of law being undermined by the wealthy and powerful for their own gain.

So we're launching a new Mother Jones Corruption Project to do deep, time-intensive reporting on systemic corruption. We aim to hire, build a team, and give them the time and space needed to understand how we got here and how we might get out. We'll publish what we find as a major series in the summer of 2020, including a special issue of our magazine, a dedicated online portal, and video and podcast series so it doesn't get lost in the daily deluge of breaking news.

It's unlike anything we've done before and we've got seed funding to get started, but we're asking readers to help crowdfund this new beat with an additional $500,000 so we can go even bigger. You can read why we're taking this approach and what we want to accomplish in "Corruption Isn't Just Another Scandal. It's the Rot Beneath All of Them," and if you like how it sounds, please help fund it with a tax-deductible donation today.

We Recommend

Latest

Sign up for our newsletters

Subscribe and we'll send Mother Jones straight to your inbox.

Get our award-winning magazine

Save big on a full year of investigations, ideas, and insights.

Subscribe

Support our journalism

Help Mother Jones' reporters dig deep with a tax-deductible donation.

Donate