for immediate release
Patagonia reinforceS its position on the Fly Fishing market
Annecy, July 2013 - Patagonia Europe is proud to announce the nomination of Toni Karuvaara as Fish Team Leader Europe. Toni started on July 1st 2013. He will reinforce Patagonia's position on the European Fly Fishing market and implement the new strategy with the goal to be the number one specialist supplier of quality fly fishing clothing and gear in the industry. Patagonia's Fly Fishing products are among the most innovative in the market already winning EFFTEX awards such as Rio Gallegos Wader, Women's Spring River Wader and the River Salt 3 in 1 Jacket.
"We are thrilled with Toni's appointment. We are focused on building our Fly Fishing business globally and Toni will be a very important part of this global strategy". - Bart Bonime, Business Unit Director of Patagonia's Fly Fishing.
"With Toni's long experience and knowledge of the fly fishing market in not only his home country Finland, but across Europe, he will bring focus as we seek to build our European Fly Fishing business. He will support our existing sales force, dealers and marketing efforts across Europe." - Stefan Wahlen, Managing Director Patagonia Europe
"Since 2011, I worked as sole agent for Patagonia in Finland. It has been one of my dream come true jobs. I have always been a huge fan of Patagonia. I love their gear and environmental ideas behind everything they do. As Fly fishing is my true passion and I am more than happy to help the brand reinforcing the business on this market." - Toni Karuvaara
Patagonia Europe - Florence Lesouef - firstname.lastname@example.org - 00 33 450 884 442
Patagonia, Inc., the Californian outdoor gear and apparel company founded by Yvon Chouinard in 1973, is noted internationally for its commitment to product quality and environmental activism. Incorporating environmental responsibility into product development, the company supports the ambitious mission statement: "To make the best product, cause no unnecessary harm and use business to inspire and implement solutions to the environmental crisis."
Patagonia has, since 1996, used only organically grown cotton in its clothing line and is using recycled materials in a growing number of products. In 2005, we launched the Common Threads fibre-to-fibre recycling program, recycling an increasing quantity of its textile range into new products, forever capturing the petroleum used in making virgin fibre. As of July 2011, any worn-out Patagonia product can be returned to us, for recycling or repurposing. In September 2011, we launched the Common Threads Initiative, a partnership with our consumers focusing on 5 R's - Reduce, Repair, Reuse, Recycle and Re-imagine. The company also advocates corporate transparency through its interactive website, The Footprint Chronicles®, which outlines the environmental and social footprint of a majority of our products and provides customers views into every supplier in our supply chain.
With its Environmental Grants Program, the company dedicates annually 1% of its sales to environmental protection ($55 million in cash and in-kind donations to grassroots environmental activists were attributed since the program began in 1985).
In order to convince other companies to follow his path, Yvon Chouinard co-founded the 1% for the planet club in 2001, gathering about 1500 companies worldwide, all giving 1% of their sales to environmental groups. Patagonia's sales for last fiscal year (end of April 2013) were $575 million.