The Illinois Department of Natural Resources is rebranding Asian carp — the invasive species that now make up an estimated 70% of fish in the Illinois River — in hopes of convincing Americans to help eat away at the fish’s overpopulation problem.
Four species of Asian carp — bighead carp, silver carp, grass carp and black carp — now will be known as copi — a hopefully appetizing play on the word “copious” and a name chosen based on a $600,000 multi-year marketing study to assess Illinois residents’ thoughts on the fish.
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