If ever a food needed a brand overhaul, it is salt cod. Because nothing about that name inspires cravings. It actually sounds like something you spread on an icy walkway to keep people from slipping.

In Newfoundland, cod, especially salt cod, is king. 'We love it pan fried, deep fried as in fish and chips, in chowder, baked, in fish stew, in fish cakes,' says St. John’s restaurateur Andrea Maunder ...