Asian Carp Getting a Brand Makeover in Illinois

The invasive Asian Carp is getting a brand makeover.

The goal of the new campaign is to make the extremely plentiful fish more enticing to eat so that numbers are reduced in Illinois waterways.

The new name for the carp was announced by Chicago chef and winner of the show “Chopped,” Brian Jupiter.

Several chefs, retailers and distributors have already committed to offering Copi.

Recipe ideas are available online at: choose copi dot com.