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In page Canaan:

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The Levant was inhabited by people who referred to the land as ka-na-na-um as early as the mid-third millennium BC.[1] The Akkadian word "kinahhu" referred to the purple-coloured wool, dyed from the Murex molluscs of the coast—which was a key export of the region. When the ancient Greeks later traded with the Canaanites, this meaning of the word seems to have predominated, as they referred to the Canaanites as Phoenikes (Φοίνικες; Phoenicians), which may derive from the Greek-language word "phoenix" (φοίνιξ; transl. "crimson" or "purple"), and also described the cloth for which the Greeks traded. The word "phoenix" was transcribed by the Romans to "poenus"; the descendants of the Canaanite settlers in Carthage were likewise referred to as Punic.[citation needed]