If you can't beat 'em, eat 'em: Illinois fisheries rebrand the invasive Asian carp

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If you can't beat 'em, eat 'em: Illinois fisheries rebrand the invasive Asian carp
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Copi burger, anyone? 🍔 Asian carp is a versatile seafood delicacy, and fish patties are just one recipe to use it in.

Asian carp, jolted by an electric current from a research boat, jump from the Illinois River near Havana, Ill., June 13, 2012. The state of Illinois is unveiling a market-tested rebranding campaign to make the fish appealing to consumers. That may as well be the new battle cry for Illinois fishery managers trying to rebrand four invasive species of Asian carp as copi. They hope the new name will help the bountiful fish land on more restaurant menus and grocery lists.

Dirk's has recipes for copi burgers, copi meatballs and a carp bolognese sauce for pasta. Copi is even blended with whitefish and trout for a unique take on gefilte fish around Jewish holidays.“It’s sustainably harvested, local, light meat, fresh, flavorful, really nice,” he says. "Eliminating Asian carp is like digging a hole in dry sand,” he says. “It just keeps coming in around the edges as fast as you can dig.”

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