It has very distinctive bright red gills and rhinophores.

But when buying whiting or other small whole fish look for firm, silvery bodies, bright eyes and red gills.

The bright red exposed gills are often found closed against the body in cool, highly oxygenated water.

The worm is yellowish, pink or brown with pale-coloured tentacles and red gills.

Select fish that have bright eyes, red gills and firm bodies.

The fish all open their mouths and opercula wide at the same time (the red gills are visible-click to enlarge).

Their appearance resembles that of a tiny red palm tree with red gills.

If you're buying whole fish, look for clear eyes, shiny skin, and red gills.

All that is visible are the three bright red bushy gills and a spread of long, peach-coloured tentacles above them.

They can reach up to 5 inches in length and are pale gray, with red tentacle-like gills on their heads.