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On Wednesday, June 22, local time, at the time of the carp flood, illinois in the United States (Illinois) launched a brand campaign after market research to repackage carp and attract consumers to "eat away environmental threats".
According to reports, the United States refers to carps such as four large fish as "invasive carp". Recently, the Illinois Department of Natural Resources hired a marketing company to give four invasive carps a foreign trade name, "copi." According to reports, "copi" is an abbreviation of "copious", which has a large and prolific meaning, which represents the current situation of carp breeding freely in the waters of the north-central United States.
In the 1960s and 1970s, the United States introduced these four species of carp from Asia to clean up algae flooded in southern sewage lagoons, farms and other waters. However, the algae problem was solved, and the carp successfully "escaped" and escaped into the Mississippi River, the largest river system in North America. With no natural predators, carp flooded the major watersheds in the north-central region and even threatened the Great Lakes region, squeezing the living space of several native sea bass species.
U.S. regulators have spent a lot of money to stop carp from spreading, with prevention projects in places like the Great Lakes and Lake Barkley on the Kentucky-Tennessee line costing $600 million.
According to official U.S. statistics, up to 50 million pounds (22.7 million kilograms) of carp can be caught annually in the Illinois River, which connects the Mississippi River to Lake Michigan, while the strip between the Midwest and the Gulf Coast may produce even higher. Officials say the addition of an army of diners could make the invasion battle easier.
Although Americans generally believe that carp, which smokes riverbed silt, has an "earthy smell", the four species involved in this market promotion are not the case. They live in higher water layers and mainly feed on algae and wetland plants, and one of the species, the bluefish, also feeds on mussels and snails. Officials say the fish are rich in omega-3 fatty acids and have lower levels of mercury and other contaminants.
American chefs, food distributors and other industry insiders also believe that these "Kopi fish" are delicious and healthy.
"I love the name because it's fun and brisk, just in line with the taste of this fish," said Brian Jupiter, a chef who works in Chicago and plans to offer a "Coppi sandwich" at his own Ina Mae Tavern. He also commented that "Kopi fish" is suitable for a variety of cuisines such as French, Asian and Latin cuisine.
He also said that the new title can be added to any dish name, such as "Kopi Burger", "Kopi Tortilla", etc., which sounds more attractive to diners than "Asian carp burger". There have been similar marketing cases in the United States – the originally unknown slimhead has been popular with consumers after it was renamed orange roughy.
At present, the initiative to change the name of the carp is subject to review by the U.S. Food and Drug Administration (FDA) to determine whether the trade name "Kopi Fish" will mislead consumers.
But outside the business world, the US Fish and Wildlife Service and the Invasive Carp Regional Coordinating Committee will continue to use "invasive carp" and four separate species names to facilitate scientific prevention management.
(Editor: Kim Ri-wei)