How to rebrand a fish so that it sounds tastier

British fishermen have decided to rename two of their biggest exports as they turn to local markets to overcome some Brexit-related difficulties with shipping products abroad.

What used to be known as the megrim sole and spider crab will now be Cornish sole and Cornish king crab in order to make them more appealing to the local market.

  • Cathrine Jansson-Boyd
  • The Conversation

The question is whether a simple name change will make the megrim …

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