“The Perfect Catch” campaign: Asian carp is getting a new name and a public makeover

Illinois officials and their partners want to give the invasive Asian carp threatening the Great Lakes a similar makeover. The goal: To grow the fish’s image as a healthy, delicious, organic, sustainable food source which will in turn, get more fishermen removing more tons of the fish from Illinois rivers just outside of Lake Michigan. Markets such as pet food, bait and fertilizer have expanded the use of invasive Asian carp in recent years. But “it’s been hard to get the human consumption part of this because of the four-letter word: carp,” A full-on media blitz is coming later this year to change that. >click to read< 09:51

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