Changing perceptions is better than changing reality

Fish branding and how pollack became one of Britain's most popular fish

I lived in Mozambique when I was a kid. This was in the 1980s. 

I remember going with my parents to a local restaurant in Maputo. I have a look at the menu. A dish called Mozambican cod intrigues me. 

So I ask my dad, "What's Mozambican cod?".

My dad says, "Miguel, it's just a fancy name for shark."

Then my dad calls the waiter and asks, "I know this is sha…