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There is an interesting story in Forbes about how Tesco has decided to address the notion that UK consumers don't like pollock, and prefer cod and haddock.

It decided to rename it “colin,” which is a French word for “hake,” which is a related fish.

KC's View:
Now, Tesco is saying that it is making this move to protect the cod population, which is in danger of being overfished. But I don’t know…that is sort of like saying that one way to address concerns about mad cow disease is to call it lamb. It’s a solution…but maybe not the most transparent one.