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It might not be time yet to rechristen Cape Cod as Cape Pollock, but the humble fish is staking its claim.

The Atlantic pollock has long played a role in New England’s fishing industry as a cheaper alternative to cod and haddock, but the fish’s place in America’s oldest fishing industry is expanding as stocks like cod fade.

But the fish has an image problem.

While considered a whitefish, its uncooked gray-pinkish color looks drab compared to the snow-white cod fillets consumers are used to seeing on seafood counters. And many confuse it with the very different Alaska pollock, which is the subject of a much larger industrial fishery that provides fish for processed food products such as the McDonald’s Filet-O-Fish.

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