Do you like a little Pilchard every now and then? Do you even know what a Pilchard is? Well apparently if you invite the average shopper to taste test a pilchard the response is likely to be a swift: "No thank you". However change their name from PILCHARDS to CORNISH SARDINES and they will fly out of that refrigerated fish display, eagerly snapped up by health- conscious customers keen to enjoy the benefits of eating oily fish. Marks & Spencer has just proven this by gaining a massive sales boom in fresh pilchards just by giving them the new name. How fickle are we? Elsewhere in the industry fishmongers and restaurants are trying the same trick by replacing traditional names such as Rat-tails and Witch with the less off-putting Grenadier and Torbay Sole. So Slimehead has become Orange Roughy, and Patagonian Toothfish sells better as Chilean Sea Bass. Not a bad idea really as traditional fishy favourites are facing dangerously low stocks due to over fishing. Just to keep you in the know….. Rockfish is now sold as Pacific Red Snapper, Dogfish has become Rock Salmon and there are rumours that Megrim will be renamed as Cornish Sole…. Sneaky huh?
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