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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Orange roughy


Originally named for its mucus-covered head

Torbay sole


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


Like escolar, oilfish is known for its laxative effect.

Source: Marine Policy


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