or it says fish meal, not whole fish meal, its not what would be a good fish food.
That is not necessarily true. This is what happens when people that really don't know WTH they are talking about, write nutrition articles.
There is no law regarding how one labels fish meal, and prior to a single American company starting the entire "whole" marketing gimmick, approx. 20 yrs ago no manufacturer used such terminology. With regards to legal speak here in North America, no such rule or terminology exists, not within AAFCO, or anywhere else that I'm aware of.
Certainly there are various grades of fish meal, prime, super premium, low ash, high ash, fertilizer quality, etc, but the term "whole" is not a grade, or type, or anything else. Strictly marketing hyperbole. All of the various small bony fish are "whole", but that doesn't always equate to a premium grade of fish meal.
http://www.feedipedia.org/node/208
AAFCO definition: Fish Meal:
Fish Meal: (Feed Ingredient) Fish meal is the clean, dried, ground tissue of undecomposed whole fish or fish cuttings, either or both, with or without the extraction of part of the oil. It must contain not more than 10% moisture. If it contains more than 3% salt (NaCl), the amount of salt must constitute a part of the brand name, provided that in no case must the salt content of this product exceed 7% (AAFCO, 2000).