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From ‘carp’ to ‘copi’: unpopular fish getting a makeover

In a video presentation on Wednesday, Chicago chefs and Illinois officials argued calling the fish “Copi” will help convince people to eat them.

You're in the mood for fish and your server suggests a dish of invasive carp. Ugh, you might say. But how about broiled copi, fresh from the Mississippi River?

You’re in the mood for fish and your server suggests a dish of invasive carp. Ugh, you might say. But how about broiled copi, fresh from the Mississippi River? Here’s the catch: They’re the same thing. Illinois and partner organizations kicked off a market-tested campaign Wednesday to rechristen as “copi” four species previously known collectively as Asian carp, hoping the new label will make them more attractive to US consumers. Turning carp into a popular household and restaurant menu item is one way officials hope to rein in a decades-old invasion threatening native fish, mussels ...

Asian carp will soon be getting a new name thanks to the Illinois DNR and the reason why is not what you think.