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THE AWARD-WINNING RAPALA ECO WEAR TAKES A NATURAL STEP UPSTREAM
Rapala VMC Corporation
Press Release
March 20, 2012 at 2:00 p.m.
In addition to commercial overfishing, the use of fossil fuels creates a significant threat to aquatic life. Fossil fuels generate greenhouse gasses that destroy the ozone layer, which results in global warming and meteorological anomalies. Drying, floods and oxidation of waters are threatening the wellbeing of both human beings and fish species. On the other hand, environmental issues have become a hot topic in politics and business while science is developing new applications for renewable energy sources.
Known for its legendary lures, Rapala is approaching the environment with the new Eco Wear Reflection waders. Renewable energy is harnessed in their production technique. DuPont(TM) Cerenol® Polyol technology is based on DuPont's proprietary family of polyether polyols that are manufactured in a sustainable process using an ingredient derived from agricultural feedstock. DuPont Cerenol technology is applied as a part of the Eco Wear Reflection Waders' manufacturing process where the fabric is given its outstanding waterproof and breathable qualities with 30% smaller fossil energy use and 35% smaller greenhouse gas emissions. The waders are packaged in a recyclable carton.
In addition to the eco-friendly construction, Rapala Eco Wear Reflection Waders feature a new design protected pattern that mimics natural underwater light reflections, thus acting as an aquatic camouflage and helping the wearer to blend into the subsurface enviro nment. Thanks to the asymmetry of the pattern, there are no two pairs of Reflection waders that are exactly alike. This little detail reflects the unique and, at the same time, diverse characteristics of the nature.
Environmental thinking should be a top priority for all of us, especially for the fishermen. There's only one way to guarantee the continuation of fishing: the well-being of aquatic life.
Needless to say, Rapala is not saving the planet with Eco Wear. It points out, however, that each consumer can contribute to something we all depend on. Green technology, uncompromised quality and ground-breaking design. Those are the fundamentals embodied in more and more Rapala apparel in the growing Eco Wear family.
Caption:
The eco-friendly Eco Wear Reflection waders won the Best New Apparel prize at the 2011 European Fishing Tackle Trade Exhibition (EFTTEX), which is the biggest and most i mportant sports fishing trade show in Europe.
For more information:
Product Manager Henri Eppert
henri.eppert@rapala.fi
Rapala VMC Corporation (Rapala) is a leading fishing tackle company and the global ma rket leader in fishing lures, treble hooks and fishing related knives and tools. The Group also has a strong global position in other fishing categories and it is one of the leading distributors of outdoor, hunting and winter sport products in the Nordic countries. The Group has the largest distribution network in the industry. The main manufacturing facilities are located in Finland, France, Estonia, Russia, China, Indonesia and the UK. The Group brand portfolio includes the leading brand in the industry, Rapala, and other global brands like VMC, Sufix, Storm, Blue Fox, Luhr Jensen, Williamson, Dynamite Baits, Marttiini and Peltonen. The Group, with net sales of EUR 279 million in 2011, employs some 2 000 people in 37 countries. Rapala's share is listed and traded on the NASDAQ OMX Helsinki stock exchange since 1998.
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