On June 22, 2022, the Illinois Department of Natural Resources revealed a rebranding initiative to tackle the invasive carp issue in Midwestern waterways. Four carp species—bighead, silver, grass, and black carp—were collectively given the name “copi.” This effort, organized by the U.S. Fish and Wildlife Service, aimed to take advantage of the plentiful population of these fish.
The origins of the invasion date back to the 1970s when these carp were brought to the U.S. for aquaculture pond upkeep. Their release into the Mississippi River resulted in serious ecological challenges. Conventional control measures, although they have slowed their spread, have not significantly decreased carp populations due to their vast numbers.
The change to “copi” was motivated by the unfavorable views tied to “carp” and “Asian carp.” The branding agency Span dedicated two years to creating a marketable name, highlighting the fish’s sustainable and nutritional advantages. Historical examples like the rebranding of slimehead to orange roughy influenced this endeavor.
While real advancements have been achieved with distribution agreements established, fears persist that mere rebranding might not be enough. The current construction of the Brandon Road Lock and Dam is essential in stopping carp from invading the Great Lakes. The copi rebrand aims to make the removal of carp financially feasible, aiding broader ecological management approaches.