Coors Banquet is spreading awareness and support for
US firefighters with its new Protect Our
Protectors program.
Climate change has driven a rise in temperatures, leading to an overwhelming
increase in devastating and destructive wildfires across the United States. The
toll of this has caused a considerable staffing shortage among Wildland
Firefighters, hotshot crews and elite teams. In some fire-prone regions —
including California, Oregon and Washington — the US Forest
Service has reported staffing levels as low as 50
percent.
As the country enters peak wildfire season, Protect Our Protectors includes a
series of efforts to raise money to support firefighters and their families
across the country that includes the launch of limited-edition Coors Banquet
Protect Our Protectors packaging, a collaboration capsule collection with
clothing brand Brixton, a series of benefit events hosted around the nation,
and a partnership with country music star Chase
Rice.
“Wildfires are an increasing problem, and they don’t just affect the West. We’re
expanding our efforts nationwide to protect our protectors – the brave few who
run toward the fire, not away from it,” says Marcelo Pascoa, VP of Marketing
for the Coors Family of Brands. “Over the past eight years, we have donated more
than $2 million to the Wildland Firefighter
Foundation (WFF). It’s important we recognize the
sacrifices they make.”
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In a continued effort to raise awareness and funds for wildfire crews, proceeds
from Coors Banquet’s Protect Our Protectors limited-edition stubby bottles go to
the WFF and other local firefighter organizations across the country. The brand
is also partnering with California-based apparel brand Brixton to create a
Protect Our Protectors capsule
collection available this month on
shop.coors.com — proceeds from the collection also
benefit the WFF. The latest Coors Banquet ad is also dedicated to the cause and
features real wildland firefighters.
“The Wildland Firefighter Foundation couldn’t be more proud of the relationship
and support we get from Coors Banquet. It’s amazing for Wildland firefighters to
see the recognition and awareness that this program creates and the true
difference it makes,” said Burk Minor, Executive Director of the Wildland
Firefighter Foundation. “The wildland firefighter is one of the most underrated
public servants — but the funding coming in from this partnership is helping us
serve these brave heroes in ways we never thought possible.”
To further support the initiative and spread awareness, Coors Banquet is
partnering with country music singer, wilderness lover and firefighter advocate
Chase Rice — to spread awareness of the hardships firefighters face to protect
us and our land. Rice is putting himself to the test by taking part in a day of
wildland firefighter training to bring attention to the intensity, rigor and
sacrifice firefighters experience every day on the job, and the incredible grit
and tenacity it takes to be one of the brave few who run toward the fire.
From now until October 16, consumers can get involved and help protect America’s
firefighters by visiting
www.protectourprotectors.com to make a
direct donation, look up where to purchase the limited-time packs and buy
Protect Our Protectors official merchandise.
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Sustainable Brands Staff
Published Aug 4, 2022 2pm EDT / 11am PDT / 7pm BST / 8pm CEST