2033: Fishy Name Rebranding Sep 22, 2024

Many fish undergo rebranding before appearing on restaurant menus to make them more appealing to diners. For instance, the unattractively named ‘Patagonian toothfish’ was transformed into ‘Chilean sea bass’, and the unappetizing ‘slimehead’ became ‘orange roughy’, both of which are now sought-after delicacies. Similarly, the spiny dogfish, a small shark, is often marketed as ‘rock salmon’ in the UK, making it a popular choice for fish and chips. Monkfish, despite its monstrous appearance, is often referred to as ‘American angler’, and skate is sometimes listed by its French name, ‘raie’, to elevate its appeal.

These name changes are driven by a combination of marketing, exoticism, and sustainability. A more exotic name can lend a sense of exclusivity, while renaming underutilized species can introduce them to diners in a more palatable way.