Miyazaki Prefecture is trying to carve out a new market for locally farmed white sturgeon.
The prefecture expects the popularity of this luxury whitefish — known by most people only for its caviar — to reach the same heights as its high-end mangoes. Officials are aiming to boost the market for the meat and caviar to a combined ¥10 billion.
While white sturgeon's Japanese name, "shirochozame," might lead some people to think it's a member of the shark ("same" in Japanese) family, there is no relation. According to the Miyazaki government, this means white sturgeon meat is free of the ammonia smell that sharks are infamous for.