What was the primary goal behind renaming Asian Carp to "Copi"?

To present the fish in a more appealing light, removing negative baggage.

The official renaming of the invasive Asian Carp species to 'Copi' in 2018 was fundamentally a marketing and perception management strategy driven by industry coalitions. The primary objective was to create a clean, appealing brand identity for the fish. The previous name, 'Asian Carp,' carried heavy negative baggage related to the species' invasive nature and ecological threat, and potentially confused consumers about desirable Asian seafood products. By adopting the short, memorable name 'Copi,' proponents aimed to decouple the fish from its invasive history, allowing chefs and food writers to promote its positive attributes—lean meat and mild flavor—without immediate consumer resistance based on historical or geographic labeling.