We all enjoy the outdoors-it has so much to offer from beautiful mountain views to wild trout streams. A huge part of Due South is our support of public land conservation and access. We believe that access to local water is part of our Boone heritage that should be available to everyone who has a passion for fly fishing. That being said, it is also up to us to protect what we love.
Jeep recently published a Super Bowl ad showcasing the off-road capabilities of their vehicles. While we use any vehicle that can get to the river, we can't condone the destruction of rivers and streams. Trout Unlimited's CEO, Chris Wood, recently sent a letter to Jeep detailing all the harmful repercussions of driving through a riverbed. We feel its important to bring this conversation to the table-not to belittle Jeep, but simply to make others in the community aware of what is happening. Marketing obviously plays a huge part in people's subconscious decisions, companies such as Jeep, should be aware of their influence on the outdoor community.
Being a Trout Unlimited endorsed business, as well as Meredith being the president of our local high country chapter, we fully support President Wood's letter to Jeep. Our local streams are already under attack from pollution and privatization. The detrimental impact of off-road vehicles tearing up stream beds is not something that should be taken lightly.