Schöffel to donate percentage of turnover to conservation group

UK-based fly fishing apparel brand, Schöffel Country, has pledged to donate one per cent of the turnover from sales of a newly launched range to the Atlantic Salmon Trust (AST).

The company says that preserving the country’s precious natural resources, wildlife and countryside is a key principle. “We know that our actions today will have a direct bearing on the world that our children and grandchildren will inherit tomorrow,” it says.

“We are keen to support a complete reversal in this tragic decline of iconic wild salmon and sea trout and believe that the AST can and will lead the way – but only if it has the funding that is required to enact real change.”

With the launch of the Fly Fishing Collection, Schöffel Country is partnering with the AST through its donation towards projects, research and action. “The corporate pledge will have an effect financially, but we will also be sharing plenty of information to raise awareness and educate our followers, shoppers and browsers on how all of us can make a difference.” adds the company.

The AST calculated that in the 1980’s there were between eight to 10 million salmon around the Atlantic. The number now sits uncomfortably at between two to three million. If this steep decline continues at the current rate, Atlantic salmon could become an endangered species in a decade with the risk of disappearing from the seas and rivers altogether by 2050.

The Trust has created a ‘Likely Suspect Framework’ which explores the number of candidate suspects that may be impacting salmon survival. These range from things that might be obvious – such as predators – to the less obvious, such as poor feeding due to water temperature changes.

Schöffel Country added: “The AST researches the entire salmon and sea trout ecosystems at key points in their life cycles. Once there is more understanding of what is having the biggest impact, we can universally start to make a difference.”