What's in a name? If it's Asian Carp, it's the ability to market the fish as a desirable food item. Later this month, the Illinois Department of Natural Resources will have a "big reveal" of a new name for the fish, which is being promoted by some as a viable menu item or food product.

IDNR Director Colleen Callahan says a name change can have a big impact on whether a fish will be accepted as a dinner option.

Click here for Callahan's comments

She says since it is a whitefish, it will take on the flavor of whatever seasoning is used. The new name will be revealed June 29.


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