Animals Wildlife After Rebranding, 'Ugly' Fish Populations Drop By Shea Gunther Writer University of New Hampshire Rochester Institute of Technology University of Southern Maine Shea Gunther is a writer, entrepreneur, and podcaster living in Portland, Maine. He covers topics such as renewable energy, climate change, and nature. our editorial process Shea Gunther Updated February 11, 2020 Chilean sea bass look pretty on the plate but ugly in the ocean. (Photo: Derek Hatfield/Shutterstock) Share Twitter Pinterest Email Animals Wildlife Pets Animal Rights Endangered Species It used to be good to be a "trash fish." These fish were the ugly ones that no one ordered at the market or restaurant. Without a market for their flesh, these fish were, more or less, left alone by fisherman. In the '70s, the slimehead fish was rebranded as orange roughy by seafood dealers. Sales soared and the slimehead/orange roughy was nearly fished out of existence. The same thing happened to the Patagonian toothfish (aka Chilean sea bass), whore's eggs (aka Maine sea urchin), and mud crabs (aka peekytoe crab). The Washington Post has a story about ugly fish and the work being done to help conserve them and other fish stock — give a click over and read. You should also read my post, "The end of fish could soon be upon us."