Roots to Support Biodiversity in Frontenac Arch as Part of Multi-Year Conservation Plan
Premium outdoor lifestyle brand, Roots Corporation, has announced a three-year partnership with the Nature Conservancy of Canada (NCC), set to commence in September 2024. This collaboration between two like-minded organisations reflects a shared commitment to protecting and conserving Canada’s vital ecosystems, including forests, wetlands, and shorelines, with the overarching goal of fostering a more sustainable future.
Frontenac Arch: A Key Biodiversity Corridor
In its first year, Roots will support conservation efforts in the Frontenac Arch Natural Area, located in eastern Ontario. This region, renowned for its biodiversity, serves as a critical habitat corridor linking Algonquin Park in Canada to the Adirondack Mountains in New York State. Designated a UNESCO World Biosphere Reserve in 2002, the Frontenac Arch is home to numerous species, including black bears, moose, eastern wolves, and various bird species, making it one of the most important forest corridors east of the Rocky Mountains.
This partnership is a natural fit for Roots, which has been deeply connected to nature since its founding in Algonquin Park in 1973. Over the years, the brand has built a strong tradition of supporting charitable initiatives aligned with its core values of community and environmental stewardship. Roots President and CEO, Meghan Roach, emphasised the importance of the partnership, stating: “Nature is not just an influence but a core element of our inspiration and product design. Partnering with the Nature Conservancy of Canada is an extension of our commitment to protecting the very source of our inspiration.”
Through this multi-year collaboration, Roots and NCC will work together to prioritise conservation projects based on ongoing research. Catherine Grenier, president and CEO of the NCC, highlighted the importance of such partnerships, stating, “Roots’ investment in nature is building resilient ecosystems that will thrive for generations.”
The efforts in the Frontenac Arch will contribute to Canada’s broader conservation goals, enhancing connectivity between existing conservation lands and ensuring safe pathways for species’ movement. Currently, NCC owns and manages over 2,870 hectares of protected land in the area, with additional conservation projects planned.
Roots’ long-standing commitment to environmental and social causes is exemplified through its “Roots Cares” initiative, launched in 2020. To date, the programme has donated approximately $3.6 million, along with in-kind contributions, to various community-focused projects. By partnering with NCC, Roots aims to continue its dedication to preserving the natural landscapes that have long inspired its products.
At Viva Magazine, a leading voice in women’s health and wellness, we champion partnerships that support the environment and promote sustainable living. Roots’ collaboration with NCC is a powerful example of how businesses can play a vital role in creating a healthier, more sustainable world for future generations.
