Line-caught swordfish

and antibiotic-free eggs.

Well, the thing is, all swordfish is line caught. The long lines they use catch a whole bunch of other things as well, leading to significant depletion. That's a big part of the reason you should never buy it. (the other reason is that it's got poisonous mercury in it). And all eggs are raised without antibiotics.

And no, it doesn't matter if the swordfish is "Atlantic" or "Pacific". Yet another clever modifier. My current favorite is "Ahi" tuna, a cool word that describes a less desirable kind of tuna!

Sometimes, marketers add a label where no label is needed. And that label is an effective way to highlight something about the product (or hide something).

This blog, by the way, is organic.