Kangaroo: It's What's For Dinner

Illustration for TIME by Leigh Wells

It's no small thing to rebrand a national icon — particularly if you're rebranding it as a meat product. A few years ago, Australia's food industry was trying to figure out how to get more people to think of the kangaroo, which is part of the country's official coat of arms, as something that is edible rather than adorable. In 2005, the trade magazine Food Companion International ran a global competition for suggestions on what to call kangaroo meat. The magazine received 2,700 entries from more than 40 nations. Proposed names included rooviande, kangasaurus, jumpmeat and MOM...

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