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Stewardship Tip – Create some buzz!
By Arshia | September 27, 2011
According to renowned chef Philippe Parola, Louisiana Redfish, prior to 1980, was not especially popular. That changed when Chef Paul Prudhomme developed a recipe for “blackened redfish.” The popularity of the dish ended up causing redfish to be fished almost to extinction.
Fortunately, the Redfish population is on the mend. The story though, inspired Parola. Why not remove Asian Carp by creating a demand for them? To that end, Parola plans to re-brand Asian Carp as Silverfin. He hopes to popularize the brand with value added, boneless, pre-cooked and flavored Silverfin fillets.
The logic is simple. Remove Asian Carp from the fishery by creating a demand for them. And not just a simple demand; Parola aims to create a large commercial appeal for Asian Carp.
And why not. According to Parola, Asian Carp are
A good source of protein
Low in mercury
High in Omega 3 fatty acids
Marketing Asian Carp is not without its challenges. Asian Carp have a series of floating bones that are not easily removed. These floating bones have given Asian Carp their repuation as a “rough fish.” To combat this repuation, Parola has developed a process to remove the bones.
In addition, the very name “Asian Carp” conjures up negative connotations. This is the reasoning behind rebranding Asian Carp as Silverfin. The idea is not so far-fetched. Anyone who has eaten Chilean Sea Bass, previously known as Patagonian Toothfish, or Gulf Bream, previously known as Sheephead, can testify to the power of rebranding.
In the coming months, look for Silverfin at your local market and pick some up. You will not only be treating yourself to a unique taste. You will also be helping to remove Asian Carp from our fisheries.
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