Cheeky Fishing celebrates Earth Day with conservation pledge

Cheeky Fishing, the US-based maker of fly fishing equipment, celebrated last month’s Earth Day by pledging three per cent of its annual revenue to water-based conservation efforts.

Already a member of 1% for the Planet, the company, through the Tip the Waters programme, will follow the stringent guidelines of 1% for the Planet for the entirety of its 3% donation.

“We believe the environment, conservation and sustainability should be at the forefront of every conversation,” said Ted Upton, Cheeky Fishing CEO. “For years we have been committed to the cause through the annual Schoolie Tournament, which gives all the proceeds to our conservation partners and through our work with Trout Unlimited, Science on the Fly, Keep Fish Wet and many others.

“We felt this was the year to cement our 3% commitment and we encourage those that are considering a similar pledge to take the leap.”

Cheeky Fishing’s stablemate, Wingo Outdoors, is making a similar commitment to the 3% for the Wild programme.