At NAFFEM (www.naffem.com), this past month, the Fur Council of Canada launched their new “Fur is Green” campaign, a program that is outraging animal activists but exciting trappers, mink farmers and craftspeople who are tired of what they consider unfair criticism of their heritage industry. Personally, at furs.com we are excited about this campaign, all consumers need to be educated on all the pros and cons. Up until recently, the media only portrays the negative side to the industry. “The trade is very excited about this program- they are pleased that consumers will finally hear a side of the story that’s rarely told,” said Fur Council Executive VP Alan Herscovici. The timing of this launch was perfect, being an educator myself on the subject of fashion marketing, I do realize there is a new audience, a younger generation that wants to learn more about eco- fabrics and lifestyles. Alan Herscovivi agreed and went on to say “ With fur now popular among younger people, and consumers more interested in understanding the environmental impact of their choices, it seemed like the right time to launch this campaign.” Another very important fur designer that spoke on the eco subject of fur was Paula Lishman. She was the first designer to use fur in a new innovative way, but actually taking the pelts and knitting the fur. This creates a beautiful textural effect, as well as making the fur feel lighter. “Fur is the ultimate eco-fabric,” says designer and Fur Council president Paula Lishman. “The extraordinary warmth and beauty of fur will always be its main appeal, but we want people to know that fur is also an ecologically responsible choice- because it is long lasting, natural, sustainable, recyclable and biodegradable.” Fact: The Fur trade contributes more than $800 million to the Canadian economy annually, and provides income to some 65,000 people, including aboriginal and other Canadians living in some of the most remote regions of the country. Total Canadian fur exports topped $380 million last year alone. “The fur trade is extremely well regulated in Canada; furs we use are abundant, never from endangered species. There would be trapping even if there was no commercial market for furs, to protect endangered species from predators, to prevent damage to property and the spread of disease and to maintain a balance with available habitat.,” says Pierre Canac- Marquis, Coordinator of the “the Control of Rabies in Raccoons” program for the Ministere de Resources naturelle et de la Faune (Quebec). The Fur Council’s campaign, will include newspaper ads, billboards, in-store materials and an expanded website: www.FURisGREEN.com Attending this eco seminar I was also made aware that the International Fur Trade Federation has launched a new “Origin Assured” label to identify furs produced in countries where animal –welfare standards are in place. To find out more check out: (www.OriginAssured.com). All of these marketing efforts should make all of us feel confident when purchasing a new fur. |
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