The World Wildlife Fund (WWF) and Freshwater Select, in collaboration with industry partners, have launched the Invasive Carp Consortium (ICC) which aims to utilise market forces to halt the damage caused by invasive carp to U.S. lakes and rivers. By increasing the demand for carp products as a food source for both humans and animals, the ICC aims to reduce the abundance of the invasive species, and counteract its environmental damage while contributing to a circular economy.