When you buy it in the store you see the flesh and maybe the skin. On a plate in the restaurant even less.

Back in Doc Donaldson's class he told the story of a taste test they conducted with his super trout. Same stock, all fed the same food except that different dyes were added to color the flesh. The color ranged from very pale (no dye) to very red.

The result? North American consumers said the red fish tasted better. Northern Europeans said the pale/white fish tasted better. There was no difference in taste. It was all in the visual perception.