The Magical White Roughy

Here’s a sign advertising “White Roughy” at Stew Leonards, a CT/NY supermarket chain.  Apparently, “Kids Love It!” and the price is right at $4.99/lb.  The only problem – there’s no such thing as White Roughy.  In fact, the FDA has issued an alert in which it calls the term “fictitious” and the marketing of white roughy “misleading to the customer.”

Update: Here’s another example where the brand name (in large font) is “White Ruffy,” but the fish itself (in small font) is striped pangasius.