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Alliances for conservation

Canadian Tire and Pêche en Herbe

Fishing for a new generation
Canadian Tire and Pêche en Herbe introduce youngsters to sport fishing

The Fondation de la faune du Québec created the “Pêche en herbe” program in 1997 to mitigate a perceived lack of a new generation of sport fishers noted in Québec in recent years. A special contribution from funds collected for fishing licenses is donated to the Fondation de la faune to finance the program.

Since 1999, this popular activity among youngsters has been generously sponsored by Canadian Tire. In 2004, Canadian Tire became the official sponsor of “Pêche en herbe.” Each year the corporation’s financial contribution allows thousands of youngsters aged 9 to 12 to experience the exhilarating feeling of sport fishing.
Children spend the day learning about fish biology, the basics of sport fishing and safety while fishing. During the day, each child receives a rod, reel and fishing permit to entice them to try fishing again on their own.

  
To date, “Pêche en herbe” has allowed more than 160,000 boys and girls to spend a day fishing and learning about nature. The success and popularity of this program are unique in Canada and have been highlighted on numerous occasions. 

Spin-offs for the Partner

• Participation in a major initiative to spark interest in a new generation of fishing enthusiasts, an initiative acknowledged across Canada
• Strong visibility for the parent corporation and for participating stores during Pêche en herbe activities (about 200 per year in regions throughout Québec)
• Patronage at stores by the families of the budding sport fishers (proven in surveys)