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Carp rebrand earns Illinois DNR nod by Forbes Council

The effort by the Illinois DNR to improve the image of Asian carp by changing the fish’s name to Copi caught the attention of professionals who specialize in such campaigns. (Contributed photo)

“One of the reasons companies and organizations rebrand is due to external pressures, which make their brand irrelevant, socially out of date and, to some, distasteful,” the article reads. “Highlights in 2022 include the state of Illinois rebranding the invasive Asian carp to copi to make them marketable to restaurant chefs and diners…”

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