Eight years ago, I thought conservation meant protecting wildlife. I still believe that, of course. It's habitat and wetlands and healthy populations. It's the organizations doing the work, the volunteers giving their time, and the hunters and anglers whose licences, tags and dollars help fund so much of it. But the longer I've spent in this industry, conservation has become a much bigger word to me. I think it's about continuity. It's recognizing that something existed befor

At its core, heritage is what we inherit from the past, what we value in the present, and what we believe is worth carrying forward. Even the province defines it that way, cultural heritage as what we choose to hold onto from our history and what we want to protect for whoever comes after us. So beautiful. And there's something distinctly Canadian to me about that idea, that heritage isn't something written down in a museum somewhere, it's lived, out on the land, passed hand

I've been putting off writing this one. Not because I didn't know what to say, but because I wanted the first thing I put in this space to actually mean something, not just sound good. So I'm starting with the thing this whole brand was built on: confidence. I don't think confidence is something we find entirely on our own. We build it through connection, experience and, more often than not, the moments that test us. During some of the hardest periods of my life, hearing othe