A Trendy Fish Gets Snubbed

It's a marketing stunt that may just have worked too well. In the 1980s, the largely unknown Patagonian toothfish was plentiful in deep Antarctic waters. After a name change to the menu-friendly "Chilean sea bass," the catch became a staple at upscale restaurants, popular for its mild flavor, which allows chefs to show off their sauces. But this week a Chilean sea bass boycott organized in February in San Francisco by the environmental group National Environmental Trust moves to its fifth city--Philadelphia--and high-profile restaurateurs in New York City, Los Angeles and Washington will probably add their names to the growing list...

Want the full story?

Subscribe Now


Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!