Asian carp rebranded to ‘copi’

The goal is to attract restaurants, chefs, fish markets and fish consumers to buy, cook and eat what was formerly called Asian carp and, ultimately, to take more of them out of the water and onto food menus.

By

National News

July 11, 2022 - 5:14 PM

Asian carp. Illinois Public Media/Jenny Shi Photo by Illinois Public Media/Jenny Shi

Asian carp, the invasive fish species which, since the 1990s, has flourished in Midwestern waterways and crowded out native populations, has a new name: copi.

The Illinois Department of Natural Resources poured hundreds of thousands of dollars into a rebranding effort and landed on the name “copi,” to reflect the copious amount of the fish that live in Midwestern rivers and streams.

The goal is to attract restaurants, chefs, fish markets and fish consumers to buy, cook and eat what was formerly called Asian carp and, ultimately, to take more of them out of the water and onto food menus. It’s not the first time a fish species has undergone a rebrand: Chilean sea bass was formerly known as Patagonian toothfish, and orange roughy used to be called slimehead fish.

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