Can Illinois turn Asian carp into Chilean sea bass?

An Asian carp by some other identify remains to be an Asian carp — however Illinois officers hope folks will chew.

A brand new identify for the much-maligned fish might be introduced Wednesday by state officers who hope the rebrand will shed the destructive picture of a muddy tasting bottom-feeder and inject the reality — they’re top-feeding plankton eaters that style quitegood.

The “Huge Reveal” willbe hosted by the Illinois Division of Pure Sources, which employed the identical advertising agency that got here up with the identify “Divvy” for town’s bike-share program.

“We did in depth testing and speaking to people, one thing like 1,000 folks checked out and reviewed the identify and designs, this one was like infinitely nicely responded to, leaps and bounds over the opposite names,” stated Nick Adams, an govt with Span Studio.

State officers hope the rebrand will result in extra folks consuming the fish, which might lead extra industrial fishing operations to drag them from the Illinois River and, in the end, lower their numbers and the chance that Asian carp may ultimately make their means into the Nice Lakes.

The fish, an invasive species and a voracious eater, may jeopardize the ecosystem of the Nice Lakes by consuming an excessive amount of plankton, the idea of a meals chain for a lot of different creatures.

The hassle is backed by $600,000 in federal funding via the Nice Lakes Restoration Initiative for the preliminary rebrand and toget the identify into the minds of the general public over three or 4 years of selling.

“You’ll be able to have a terrific launch however that’s simply the beginning of the race,” stated Irons. “However in some unspecified time in the future, we wish to form of get out of the best way and hand it over to the business.”

Irons hopes the rebrand and accompanying tagline will create a long-lasting affiliation akin to “Milk does a physique good” or “Pork. The opposite chicken.”

Illinois officers will apply to formally change the identify with the U.S. Meals and Drug Administration by the top of the yr.

One requirement for altering the identify is widespread use of the brand new identify.

One criticism concerning the fish is that it’s bony, and never simply bony, but it surely has Y-shaped bones which are more durable to take away than the pin bones discovered in lots of fish like salmon.

Because of this, Dirk Fucik, proprietor of Dirk’s Fish in Lincoln Park, grinds up Asian carp, bones and all, and turns the meat into burger patties and meatballs.

He’s been providing Asian carp to clients for years — with restricted success.

A decade in the past he served Asian carp burgers on the Style of Chicago for folks to attempt.

Preliminary hesitancy was overcome when folks realized he was giving them away totally free.

“Then all people favored them,” Fucik stated.

Chef Brian Jupiter might be a part of the rebrand announcement Wednesday and plans to serve the fish at his restaurant, Ina Mae Tavern in Wicker Park.

Jupiter has stated the fish is extra savory than tilapia, cleaner tasting than catfish and firmer than cod.

Lee Lantz, the retired West Coast fish wholesaler who’s recognized for renaming the Patagonian Tooth Fishthe Chilean sea bass, stated much more Asian carp sampling might be wanted to get the concept to stay.

“It’s gonna want greater than only a identify,” stated Lantz, 74, a California native who took a break from a cross-country bike journey to talk with the Chicago Solar-Occasions from a gasoline station in Oregon.

“It’s an enormous mission as a result of no one’s going to purchase the fish simply to assist clear them out of the rivers,” he stated.