The future of hunting is being taken on by First Lite.

First Lite founders Scott Robinson and Kenton Carruth announce a new conservation initiative, “Round Up For Conservation” an addition to www.FirstLite.com. First Lite is pioneering the Round Up platform in the hunting market. A simple addition to the checkout page at www.firstlite.com/checkout/ enables the customer to make a not-for-profit donation to a conservation group of their choice.

Robinson and Carruth have long participated in the conservation world, locally as trail crew volunteers for the mountain bike community and nationally as contributors to groups such as Backcountry Hunters and Anglers, Pheasants Forever, Theodore Roosevelt Conservation Partnership, National Wildlife Federation, and others. First Lite has made a name for itself as the first to bring merino wool to the hunting market as well as 37.5 waterproof breathable membranes. Now First Lite is making donating to groups that fight for our public lands and resources as easy as making that next gear purchase.

“With First Lite going into its 7th season, we felt like it was time to do more,” Robinson said.

“Part of the First Lite lifestyle is enjoying the outdoors and spending time in the immense public lands that surround Ketchum, Idaho,” he said. “Every member of the First Lite staff contributes to local and national conservation efforts beyond just buying a hunting license. It only makes sense that our business reflect that as well. By providing the ‘Round Up Platform,’ we hope to influence our following as well as fellow manufacturers to do more.”

Carruth said First Lite is taking an official stance with the new Round Up Initiative.

“If you are a manufacturer that benefits from wild and public lands, you have a responsibility to give back,” Carruth said. “Our resources are renewable. Let’s make sure our business practices are as well.”