5 fish got different names, and now they're so expensive it hurts.
A dark side of winning the seafood version of a popularity contest? A human feeding frenzy.
What's in a name?
For fish, the stakes of a name are quite high. With a new name, a fish that was once never even considered edible by society becomes THE fish to eat.
Sure it's delicious ... but what's its NAME? Image via Evan Blaser/Flickr.
Renamed fish can get more expensive and wind up becoming endangered faster.
Take ... lobster, for example!
Even lobster has been a victim of rebranding.
Image by Claude Covo-Farchi/Wikimedia Commons.
Lobster used to be considered a food for, well, people down on their luck — prisoners, servants, and the like — because they were so plentiful. But around the 19th century, American tourists started traveling to lobster country in New England in search of authenticity, a rustic living experience, and local dishes, and the crustaceans started to be seen as more of a delicacy.
Fast forward to lobster being overfished so much that its prices actually skyrocketed.
Rebranding helps to sell fish, but it winds up shifting things really far out of balance.
Turns out this rebranding and renaming is nothing new. Many fish have been renamed out of their hilariously gross names and gross reputations, leading to high demand, high cost, and high negative human impact.
When deep sea fishing companies see piles and piles of money in their future, many of the fishing boats that get into the game are funded illegally — and because the high seas has a problem with law enforcement, illegal fishing is not only profitable, it's feasible.
And because these fishing boats are working largely outside the law, there's a much higher occurrence of human rights and labor abuses on illegal fishing boats.Unsustainably fished seafood, especially in the case of deep sea fishing, has a real human impact.
So in the interest of wisdom, here's a short list of rebranded fish that marketers are schooling you on:
1. Toothfish (aka "Chilean sea bass")
Chilean sea bass are a perfect example of this rebranding problem.
Yum. Image via Pcziko/Wikimedia Commons.
They were once known as the toothfish: ugly, oily, bottom dwelling, frozen in the Antarctic water, toothy fish.
But great with a miso marinade, apparently! Image via Foobaz/Wikimedia Commons.
At the beginning of their meteoric rise to unsustainable populations, Chilean sea bass were $8 per pound. Now? Good luck finding them for under $25.
Even though Chilean sea bass are no longer considered "endangered" or "threatened," they're still "at risk for overfishing."
2. Whore's eggs (aka "Maine sea urchins")
Yikes, North Atlantic fisherman! Harsh words!
Image via Hannah K R/Wikimedia Commons.
That ball of green spines used to be called that interestingly colorful name above by Maine lobstermen. Renamed "Maine sea urchins," it found new life in sushi restaurants under the Japanese name "uni"!
According to the New York Times, "an ambitious diver [for Maine sea urchins] can earn as much as $2,500 a week harvesting sea urchins, depending on the diver and the catch."
3. Mud crabs (aka "peekytoe crab")
These guys are also known as rock crabs or sand crabs. Tasty! Image via Pseudopanax/Wikimedia Commons.
As a New York Times report mentions, the peekytoe crab is seeing a price jump since it went from trash to treasure with a rebrand.
" This little crab is so beloved at Restaurant Daniel, Jean Georges, the French Laundry, Spago and other famous eating establishments that the chefs pay $12 to $14 a pound for something that has long been routinely discarded."
4. Goosefish (aka "monkfish")
Image via NOAA's Fisheries Collection/Wikimedia Commons
According to a report from the Washington Post, harvests of this fish increased five-fold (five!) from the mid-1980s to the late-1990s after rebranding.
5. Slimehead (aka orange roughy)
Image via Mark Lewis, CSIRO/Wikimedia Commons
And the roughy still has it pretty rough. It's still so at risk that some grocers, such as Whole Foods, Trader Joe's, and Safeway, placed a ban on selling it.
With just a little more awareness and technology (like apps that let you search to make sure the fish you're eating isn't created by human suffering and contributing to a sad ocean), we can drive down the literal price of the fish and, particularly in the case of deep sea fish like the Patagonian Toothfish, we can drive down the HUMAN cost (aka human trafficking and labor problems).
It starts with awareness. It ends with a happier ocean, happier people, and a stronger world for generations to come.
Rah-rah!
Our mouths loves chips. Our bodies not so much.Photo by 
You can eat well without giving up sweets completely.Photo by 
12 non-threatening leadership strategies for women
We mustn't hurt a man's feelings.
Men and the feels.
Note: This an excerpt is from Sarah Cooper's book, How to Be Successful Without Hurting Men's Feelings.
In this fast-paced business world, female leaders need to make sure they're not perceived as pushy, aggressive, or competent.
One way to do that is to alter your leadership style to account for the fragile male ego.
Should men accept powerful women and not feel threatened by them? Yes. Is that asking too much?
IS IT?
Sorry, I didn't mean to get aggressive there. Anyhoo, here are twelve non-threatening leadership strategies for women.
Encourage.
With permission from Sarah Cooper.
When setting a deadline, ask your coworker what he thinks of doing something, instead of just asking him to get it done. This makes him feel less like you're telling him what to do and more like you care about his opinions.
Sharing ideas.
With permission from Sarah Cooper.
When sharing your ideas, overconfidence is a killer. You don't want your male coworkers to think you're getting all uppity. Instead, downplay your ideas as just "thinking out loud," "throwing something out there," or sharing something "dumb," "random," or "crazy."
Email requests.
With permission from Sarah Cooper.
Pepper your emails with exclamation marks and emojis so you don't come across as too clear or direct. Your lack of efficient communication will make you seem more approachable.
Idea sharing.
With permission from Sarah Cooper.
If a male coworker steals your idea in a meeting, thank him for it. Give him kudos for how he explained your idea so clearly. And let's face it, no one might've ever heard it if he hadn't repeated it.
Sexism.
With permission from Sarah Cooper.
When you hear a sexist comment, the awkward laugh is key. Practice your awkward laugh at home, with your friends and family, and in the mirror. Make sure you sound truly delighted even as your soul is dying inside.
Mansplain.
With permission from Sarah Cooper.
Men love explaining things. But when he's explaining something and you already know that, it might be tempting to say, "I already know that." Instead, have him explain it to you over and over again. It will make him feel useful and will give you some time to think about how to avoid him in the future.
Mistakes.
With permission from Sarah Cooper.
Pointing out a mistake is always risky so it's important to always apologize for noticing the mistake and then make sure that no one thinks you're too sure about it. People will appreciate your "hey what do I know?!" sensibilities.
Promotions.
With permission from Sarah Cooper.
Asking your manager for a promotion could make you seem power- hungry, opportunistic, and transparent. Instead, ask a male coworker to vouch for you. Have your coworker tell your manager you'd be great for the role even though you don't really want it. This will make you more likely to actually get that promotion.
Rude.
With permission from Sarah Cooper.
Sometimes not everyone is properly introduced at the start of a meeting. Don't take it personally even if it happens to you all the time, and certainly don't stop the meeting from moving forward to introduce yourself. Sending a quick note afterward is the best way to introduce yourself without seeming too self-important.
Interruptions.
With permission from Sarah Cooper.
When you get interrupted, you might be tempted to just continue talking or even ask if you can finish what you were saying. This is treacherous territory. Instead, simply stop talking. The path of least resistance is silence.
Collaboration.
With permission from Sarah Cooper.
When collaborating with a man, type using only one finger. Skill and speed are very off-putting.
Disagreements.
With permission from Sarah Cooper.
When all else fails, wear a mustache so everyone sees you as more man-like. This will cancel out any need to change your leadership style. In fact, you may even get a quick promotion!
In conclusion...
With permission from Sarah Cooper.
Many women have discovered the secret power of non-threatening leadership. We call it a "secret power" because no one else actually knows about it. We keep our power hidden within ourselves so that it doesn't frighten and intimidate others. That's what makes us the true unsung heroes of the corporate world.
About the Author: Sarah Cooper
Sarah Cooper is a writer, comedian, and author of 100 Tricks to Appear Smart in Meetings. Her new book, How to Be Successful Without Hurting Men's Feelings, is out now.
The comedic book cover.
With permission from Sarah Cooper.
A satirical take on what it's like to be a woman in the workplace, Cooper draws from her experience as a former executive in the world of tech (she's a former Googler and Yahooer). You can get the book here.
This article was originally published on March 25, 2019.