SOURCE: The Orvis Company

January 17, 2008 13:16 ET

The Orvis Company Joins Coalition to Help Restore Penobscot River

Orvis Announces $150,000 Matching Campaign and "Round Up" Opportunity for Customers

SUNDERLAND, VT--(Marketwire - January 17, 2008) - The Orvis Company, the world leader in fly fishing gear, announced today a matching grant challenge in partnership with the National Fish and Wildlife Foundation (NFWF) to raise $150,000 to help remove dams on Maine's Penobscot River. The Orvis Company and NFWF will match donors' contributions turning a one dollar donation into three. In addition to the matching campaign, from now until the end of February Orvis customers will have the option to "round up" their purchase amount in increments of 1-100 dollars, with the proceeds going to the dam removal effort.

The dams were first placed nearly 200 years ago and as a result, life that once pulsed through the Penobscot River and its region was significantly changed. Runs of tens of thousands of Atlantic salmon, American shad, alewife, rainbow smelt, sturgeon, striped bass, and nearly half a dozen more native species of fish that once migrated from the Gulf of Maine into the river are all but gone. In response, in addition to Orvis, a powerful coalition which includes the Penobscot tribe, American Rivers, the Atlantic Salmon Federation, Natural Resources Council of Maine, the Nature Conservancy, Maine Audubon, and Trout Unlimited has emerged to open over a thousand miles of unobstructed river to migratory fish passage.

"The Penobscot River is the second largest river in New England and the only remaining stronghold for the nation's struggling runs of wild Atlantic salmon. Yet multiple dams still prevent the migration of Atlantic salmon and several other species of sea-run fish to key habitat," said Laura Rose Day, Executive Director, Penobscot River Restoration Trust. "By selectively removing dams and improving access to nearly 1,000 miles of habitat, Orvis and its customers will help give Atlantic salmon their last, best chance to rebound."

To learn more about how to help restore Atlantic salmon and other sea-run fish by removing dams along the Penobscot River, visit

Founded in 1856, Orvis pioneered the mail order industry in the United States, operates a chain of retail stores in the U.S. and England including its Flagship store in Manchester, VT; and maintains a network of over 400 dealers worldwide. Orvis donates five percent of pre-tax profits each year to environmental programs. You can read more about Orvis on their website at

Contact Information

  • Contact:
    James Hathaway
    Manager, Communications & Conservation
    The Orvis Company
    178 Conservation Way
    Sunderland, VT 05250
    802.362.8525 phone
    802.362.8851 fax