Extreme Makeover: Seafood Edition

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

Photo: Wikimedia Commons

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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

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Which is also a pretty great way to describe Mother Jones' mission: People coming together around the truth to hold power accountable.

And right now, we need to raise about $400,000 from our online readers over the next two months to hit our annual goal and make good on that mission. Read more about the information war we find ourselves in and how people-powered, independent reporting can and must rise to the challenge—and please support our team's truth-telling journalism with a donation if you can right now.

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