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Would you eat a slimehead? What about a snot fish or a tooth fish?

Back in the early 1980s, I was living in New York City. At the time, fish on the menu was ho-hum, usually a tasteless, overcooked filet. Suddenly, Chilean Sea Bass appeared and was all the rage, commanding a pretty high price. Why had no one ever bothered with it before?

Maybe because the original name was Patagonian toothfish, a black, long fish with firm but oily flesh (some call the fish “slimy”). notes that “Sometimes a name change can be a good thing (just ask Walter Willison, Jennifer Anastassakis, or Caryn Johnson, who you know as Bruce Willis, Jennifer Aniston, and Whoopi Goldberg.”

Popularity is a good thing, except when it results in the near wipeout of the species.

Which is what happened to the Patagonian toothfish — one of two toothfish, the other being the Antarctic toothfish. Giving an ugly fish an appealing name can change the way people feel about eating it.

Patagonian toothfish aka. ‘Chilean sea bass.’

Marketing experts know that having a better brand is better than having a superior product: research shows that the name you choose can make or break a sale. In the 1970s, consumers, in response to studies attesting to the health benefits associated with eating fish, (healthy fats, superior quality protein), became hooked on fish. But with popularity comes overfishing — populations of tuna and snapper, two of the most in-demand fish,  declined precipitously. The fishing industry enterprisingly renamed a number of common (and uncommonly eaten) varieties to suit public taste.

As reported in, “The difference between being loved and being loathed might all be in the name when it comes to fish.”

Here are some other examples:

Monkfish aka “Goosefish”

Goosefish: Monkfish, formerly named ‘goosefish’ today commands top dollar in restaurants and markets. Treehugger writes that goosefish were commonly tossed back because of its “toad-colored” appearance — it looks like “30 percent mouth and 50 percent stomach.” But with the more heavenly name, monkfish sales increased by 500 percent after fishmongers filleted the tail meat and changed the name to something more appetizing. Overfishing predictably resulted, but the U.S. Fishery Management Council worked to rebuild the industry.

Slimefish renamed “orange roughy”

Slimehead: The Washington Post reports, “Today’s seafood is often yesterday’s trash fish and monsters.” They quote Canadian biologist Jennifer Jacquet who said, “… As we fish out the world’s oceans, we’re coming across these species and wondering ‘Can we give them a makeover?’” Renamed ‘orange roughy’ the slimehead is a small, firm-fleshed fish, aptly named for its mucus canals. Consumers are drawn to the more exotic-sounding “orange roughy.” Unfortunately, slimefish don’t begin to reproduce until they reach about 20 years, and the bigger fish are more desirable. Many countries have restricted catch to help stabilize the species.

Snot fish renamed “trevally”. This is a “Giant” species

Snot fish: Also called the ‘snotty trevally,’ when re-named ‘yellow spotted trevally’, the “giant” species attracts big game hunters. Found in the Indo-Pacific waters from South Africa to Japan and Australia, the snotty fish produces mucus to gather food particles and transport them down the esophagus. Yum!

Hogfish — bait and switch for red snapper?

Hogfish: A case of bait and switch? As reported in Scientific American, three-quarters of the fish sold in the U.S. as ‘red snapper’ may not be red snapper. Instead, they’re more likely to be another snapper species, most commonly hogfish. Since ‘red snapper’ commands a super-high price at the market, substituting the less appealingly named hogfish is a challenge for consumers to uncover.

Pescado in Ecuador
While we’re talking fish, here are some of my favorite flavors of Ecuador.
Pescado: the general name for any fish on the menu
Anchoa: anchovy
Atún: tuna fish (not to be confused with the fruit known “tuna” in Spanish or “cactus fruit” in English.)
Bacalao: cod, in the culinary context, dried and salted
Corvina: a mild-tasting firm-fleshed fish that cooks up white (it’s pinkish when raw) corvina belong to the Scaienidae family of fish (more than 270 species) it’s very popular in Cuenca and throughout Latin America and it’s very popular for ceviche.
Camarón: shrimp
Cangrejo: crab
Langosta: lobster
Pulpo: octopus

You can order fish:
Fritto – fried
Al horno – baked
A la parilla – grilled
Al vapor – steamed
Al ajillo – in garlic sauce
Rebozado – battered and deep-fried, like tempura

My favorite fish dishes:
Ceviche: made with fresh fish or shellfish, or mixto (both), marinated in citrus juices (lemon and lime) and fresh tomatoes and cilantro.
Pescado encocado: fish in coconut sauce.
Arroz con camarones: rice with shrimp, typically with sautéed onions, peppers, garlic, tomatoes, parsley and achiote, a spice made from the seeds of the tree, with a mild peppery flavor that gives dishes a yellow color.
Encebollado de pescado: fish soup made with fresh tuna (atún), yuca, tomato, onions, cilantro, cumin, hot pepper and topped with lime-marinated red onions. is my go-to website for delicious and easy-to-prepare recipes.

What are your favorite fish dishes? Feel free to post in the comments below, and to mention any restaurants where you’ve enjoyed them in Cuenca and Ecuador.

Susan Burke March, a Cuenca expat, is a Registered and Licensed Dietitian, a Certified Diabetes Educator who specializes in smart solutions for weight loss and diabetes-related weight management. She is the author of Making Weight Control Second Nature: Living Thin Naturally—a fun and informative book intended to liberate serial dieters and make healthy living and weight control both possible and instinctual over the long term. Do you have a food, nutrition or health question? Write to her –

10 thoughts on “Would you eat a slimehead? What about a snot fish or a tooth fish?

  1. In the US, we call monkfish the “poor man’s lobster”. It’s so good dipped in melted butter. When we’re staying in Machala, we go to a certain parrillada where they grill fish. They’ll use a whole corvina brushed with sauce and then wrapped in tin foil. They grill it for maybe ten minutes on each side – very important to not over cook fish, while we use the time to enjoy a plate of patacones and a couple cervezas. It’s out of this world, even better than monkfish. Gee, that reminds me. I’m grilling fish tonight.

  2. By the way, “bacalao” does indeed mean “cod” – but cods are from the other ocean, in the Northern Atlantic. Just as the French call the tomato an “earth apple / pome de terre”, the “cod” we get here is actually a whole nother species!

        1. Thank you for replying. I ask because I met a man on The Expat Forum about 10 years ago that hadn’t yet moved to Ecuador and I had hoped to meet him when he finally got here. He used the screen name, “Mr. Bill” I believe, and my old memory tells me that he was a plumber, but I could be wrong about that. He was a singer and had a good sense of humor.

  3. Coconut fried shrimp. Haven’t found a great place yet for it in Cuenca but when I’m on the coast that’s my first meal! And the shrimp, wild caught only, is simply divine at El Delfín Mágico, in Salango, just a bit south of Puerto Lopez. I’d never had wild caught shrimp before eating there, you really can tell the difference. All their seafood is wild caught, he refuses to cook anything farmer or frozen.

    1. Actually coconut fried shrimp is available in the frozen food section of SuperMaxi!

  4. My favorite Ecuadorean fish is trucha salmon (pink trout) and my favorite recipe is trout almadine (smoothered in toasted almonds) … YUM! Featured at Goda Restaurant on Gran Colombia.

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