(Image source: Wikipedia)
This is the unattractive and unattractively named Patagonian Toothfish. You probably haven’t seen it listed on too many menus. However, some chefs noticed that it cooks really nicely and tastes delicious. But how to get people to order it?
Call it “Chilean sea bass”, of course. It’s now a staple on menus at high-end restaurants and so popular that the stocks are no longer sustainable at current consumption rates.