Asian carp are a tasty and healthy fish, but you're not going to find them on many restaurant menus. .The state of Illinois is trying to change that, and one of its first steps is to do something about the fish's name.Experts say that the word 'carp' is off-putting, because people tend to think of that fish as being 'dirty.' .Giving a fish species a PR-friendly makeover isn't exactly unheard of. In 1970, we rebranded the deep-sea Slimehead as the more palatable Orange roughy.