Paul Greenberg writes in his book, ‘Four Fish’– “Out of all the many mammals that roamed the earth, our forebears selected four- cows, pigs, sheep, and goats- to be their principal meats. Out of all the many birds, humans chose four- chickens, turkeys, ducks and geese. In the center of the seafood section four varieties of fish consistently appeared and had little to do with the waters adjacent to the market in question: salmon, sea bass, cod, and tuna.” In a common market/ super market consumers know these types of fish as just flesh rather than the actual animal as a whole (similarly to most other land meat). Even worse, some markets or restaurants are substituting one species for another and giving it one of the four common names. Part of my job as a fishmonger is to open doors to new species and new ideas in selecting fish. Persuading those so comfortable of these four fish to something more adventurous and perhaps more responsible is very rewarding.