In this video founders Yvon Chouinard of Patagonia and Craig Mathews of Blue Ribbon Flies introduce their movement, 1% for the Planet, to a crowd at the Fly Fishing Retailer show in Denver, CO. in 2003. As a result a few more businesses are "reeled in" and sign on as members. Today there are close to 1000 members located all over the world, dedicated to Keeping Earth in Business.

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