I was living in Jackson Hole, WY in 2010 and went to see some fly fishing film that was in town and before the movie started there was video that included the story of how Craig Mathews and Yvon Chouinard founded 1% for the Planet and I decided right then and there that if I ever started a company, I would join 1% for the Planet, and that’s exactly what I did when I launched Emerger Strategies in 2016 and The Sustainable Angler podcast in 2018. A few years later, I was frustrated by the lack of climate action in the fly fishing industry, so I launched the Fly Fishing Climate Alliance in 2020 with hopes of uniting the industry behind committing to net-zero emissions by 2050. Craig was one of the first people I reached out to, and he graciously donated his time and resources to help build the alliance to 50+ fly fishing guides, shops, lodges, and brands committed to net-zero. All of this is to say, I have admired Craig for a long time and I am so grateful for his commitment to conservation and willingness to help protect the cold water, wild trout and the wild places we love as anglers. Thank you for all you do to protect what you love, Craig….
In the latest episode of The Sustainable Angler, I am joined by Craig Mathews — legendary angler, author, conservationist, and co-founder of 1% for the Planet. Craig recently released a new book with Yvon Chouinard and Mauro Mazzo titled Pheasant Tail Simplicity, which reflects on a lifetime of fly fishing, fly tying, and protecting the natural world.
This conversation dives deep into the intersection of fly fishing, conservation, and business with purpose, offering inspiration for anyone who believes sustainability and success can — and should — go hand in hand.
The Story Behind 1% for the Planet
Craig shares the origin story of 1% for the Planet, which he co-founded with Patagonia founder Yvon Chouinard. The idea was simple but powerful: ask businesses to commit 1% of their annual sales to environmental causes. What began as a shared vision between two passionate anglers has since grown into a global movement of over 5,000 companies committed to giving back to the planet. Below is the video I referenced earlier that inspired me to join 1% and I hope it does the same for you!
As Craig puts it, “Giving back is not only the right thing to do — it’s good for business.” Any business that is reliant on a healthy environment (they all are), but especially those in the fly fishing industry, should be doing everything they can to protect public lands, advocate for climate action, and support conservation efforts because no fish = no customers. It just so happens that joining 1% for the Planet can also be good for business and Blue Ribbon Flies is proof that doing the right thing is good for business!
How Climate Change Is Affecting Montana
Craig also discusses the very real impacts of climate change on Montana’s rivers and ecosystems, from less snowpack to warmer water temperatures threatening trout populations and resulting in river closures (Hoot Owl Restrictions). As both an angler and conservation advocate, he emphasizes the urgent need for climate action and public lands protection to ensure future generations can experience the same pristine waters and abundant fisheries we enjoy today.
Lessons from Pheasant Tail Simplicity
Craig’s new book, Pheasant Tail Simplicity, co-authored with Yvon Chouinard and Mauro Mazzo, is more than just a fly-tying manual — it’s a philosophy for life and conservation. Through stories, patterns, and reflections, the book teaches that the best flies — and the best approaches to life — are often the simplest.
That same spirit of simplicity and stewardship runs through everything Craig does, from his business decisions to his conservation work, and it’s a message that resonates deeply with Emerger Strategies’ approach to simplifying sustainability for brands.
Why This Conversation Matters
At Emerger Strategies, we believe that businesses have the power to be a force for good. Craig Mathews’ story proves that when companies align their values with environmental stewardship, everyone wins — from the planet to the bottom line.
Craig provides some simple, but valuable advice for hunters and anglers, which is to “fight for what’s right, become an activist for climate action, public lands, and conservation, and give as much as you can.” In a world where everything is becoming increasingly complex, this simple advice is our duty and responsibility as anglers and I hope this message inspires you to take action to protect what you love.
🎧 Listen to the full episode:
Special thanks to Craig for all he does to protect what he loves, and if you like what you’re hearing, Subscribe, share, and help us spread the word about the power of giving back, and becoming a fierce activist for our fisheries!
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This episode is brought to you by Emerger Strategies, and A New Earth Project, the sustainability initiative of Atlantic Packaging.
