In a world often dominated by marketing an invasive fish that hasn’t found many takers when it comes to eating it is getting a rebrand.

The Illinois Department of Natural Resources wants people to stop thinking about Asian Carp and instead call them ….

That’s chef Brian Jupiter from Chicago. The effort will hopefully boost the fishing industry to take more of the fish out of local rivers and create more of a commercial market for them.

The IDNR says the more people that are willing to eat them will create jobs in the state and help restore natural fishing habitats. In the Illinois River as much as 70% of fish biomass are Asian Carp or now Copi.