Ruled an invasive species by the US Fish & Wildlife Service in 2007, the Asian Silver carp was thought to have been introduced into the Midwest's ecosystem after an isolated pond containing them was flooded by the Mississippi River. While the fish doesn't prey on local species, it has a voracious appetite for plankton and no known natural predators in the USA and reproduces quickly, forcing out native species. Moreover, they can grow quite large- up to 20 pounds- and jump out of the water when spooked, knocking over unsuspecting boaters and fishermen.
Wildlife officials have resorted to poison and electrocution to halt the advance of the species to the Great Lakes, where they fear the species could flourish unchecked and force out even more indigenous species and disrupt the food chain.
After a failed attempt to market the fish to markets in China by an Illinois state trade envoy, an American refrigeration supplier selling equipment to Chinese customers named David Shu was approached by a Chinese customer who had heard about the problematic carp in Illinois.
"Why would they kill these great, tasty fish?" the customer asked Shu.[OK- the $2 million grant going to a former state official for a startup smacks of more than just a little of crony capitalism, but aisde from that, I thought it was a pretty good idea- NANESB!]
Shu contacted [former Illinois State Trade Director Ross] Harano, who by then was in the private sector. Illinois carp needed a marketing hook, they decided. The "wild-caught" slogan sounded good.
Asian carp have a habit of jumping out of the water, sometimes knocking fishermen from their boats. That nasty habit became a second slogan, "So much energy they jump."
Instead of targeting Chinese housewives, they would target upscale restaurants.
Chinese carp is raised on fish farms and in polluted rivers. It tastes "muddy," says Harano, who says Illinois fish taste better.
Shu and Harano secured a supply from Big River Fish, where both men now work, with Shu representing the company in China.
They interested a Chinese food distributor, who sent a fish expert to the Big River plant in Pearl.
"He pulled a fish out of the package and put the gill in his mouth, Smith said. "'This fish is two days old.' He tasted another one and said, 'This one's fresh — caught today.' He really knew fish."
Fortified by a $2 million grant from the state of Illinois, Smith is now planning to move into an 80,000-square-foot fish processing plant. The number of employees should jump from 12 to 61.
Big River is housed in a small former chicken slaughterhouse. These days, tons of carp arrive at the plant's door, are gutted and sent to a freezer. There, temperatures of 30 below zero and a 20-mile-per-hour wind freeze them solid.
The 30 million pound order from Big River Fish co seems to be part of a trend of American companies managing to find a niche to serve Chinese markets and manufacturers after losing ground over the last decade.
Although the invasive Silver Carp seems to be finding a its place among China's noveau riche as a freshly served delicacy, there is no word yet on whether wealthy or famous Chinese such as Gong Li (above, in modified cheongsam at a movie premiere- yay cheongsams!) have given their seal of approval
No comments:
Post a Comment