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Small streams make great rivers

Sustainability is the longest project we'll ever have. We're constantly working to find new ways to reduce our footprint and protect our environment.

After all, our sport is all about nature.

Our latest report

Find more details about sustainability, corporate responsibility, and our special initiatives in our sustainability report

View our latest Sustainability Report (PDF)

Sustainability in action

Explore our initiatives and success stories

Creating Healthier Waterways: Rapala VMC’s Commitment to Stream Conservation with Virho

Healthy rivers are essential for thriving fish populations and resilient freshwater ecosystems. Rapala VMC’s partnership with Virho, the Finnish Society…
Rapala VMC and Keep the Archipelago Tidy working together to fight marine and lake littering

Recreational angling is more than the thrill of the catch – it’s about exploring, respecting, and preserving the outdoors. All the…
Rapala Do Good: restoration project at Hitolanjoki

At Rapala VMC we acknowledge that our sport depends on clean fishing waters, nature and healthy fish stocks. That is…
Williamson reimagined: leading the wave in sustainable fishing gear

When Williamson renewed its brand identity, the change was not only a cosmetic one: it was also a shift towards…
Building a Collaborative and Sustainable Future for Fishing – Dave’s Story

Get an insider’s view on the world of fishing with David Neill, the Executive VP of Product Development & Innovation…
Keeping our Waters Clean with the Catch & Recycle Campaign

Together with Keep the Archipelago Tidy Association, Rapala VMC launched a campaign to inspire anglers to roll up their sleeves…
Creating Sufix’s Recycline Monofilament – The World’s First 100 % Recycled Fishing Line

100 % recycled. 100 % recyclable. The first of its kind. Recycline Monofilament by Sufix is made from what others…
Transforming the Industry – One Package at a Time

When you’re into angling, you have to think of the environment – after all, the whole sport is based on…
From an Idea to a Best-Seller: How the CountDown Elite was Born

When casting a lure and retrieving it through the water, there are things we focus on – and things we…
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Contact us

Further questions regarding Rapala VMC’s sustainability strategy ? Reach out to Rapala VMC’s sustainability team at sustainability(at)rapalavmc.com