For over 30 years, Wild Rock has helped people explore the outdoors. But we’ve always believed that if we’re going to outfit people for adventure, we need to take care of the places they play — and the people in the communities they come home to.

That belief continues to shape the way we do business.

Real Reductions. Real Impact.

Between 2019 and 2023, Wild Rock Outfitters reduced our greenhouse gas emissions by more than 81%, going from 97.64 to 15.05 tonnes of CO₂ equivalent annually. That’s a savings of nearly 296 tonnes of CO₂e over six years — the equivalent of taking 90+ vehicles off the road, or eliminating the energy use of over 69 homes.

We track our emissions using the globally recognized GHG Protocol, covering everything from electricity and natural gas to employee commuting and business travel. We're proud to be a Lead Member of Green Economy Peterborough and one of their recognized Net Zero Champions, mentoring other local businesses toward lower-impact operations.

“We want to reduce our greenhouse gas emissions not because it can save us money, but because it’s the right thing to do.”
— Scott Murison, Co-Pilot, Wild Rock

Behind-the-Scenes Choices That Matter

Not all sustainability efforts are visible to customers, but they’re no less important. Over the past few years, we’ve made a number of operational changes that support our values:

• Transitioned to green natural gas and renewable electricity with Bullfrog Power
• Offset all air travel emissions, and ultimately cancelled our international travel program to reduce our footprint at the source
• Eliminated 100% of our natural gas and electricity emissions compared to 2019
• Switched to biodegradable, locally made cleaning products from Swish Maintenance
• Began refining how we track commuting, water use, and vehicle emissions

Recognition Along the Way

Sustainability isn’t always about big gestures. But sometimes it gets noticed.

Wild Rock has been recognized twice by Green Economy Peterborough for our leadership:

• 2022 — Leading Outside the Box
• 2023 — Leading with Ambition, for transforming our business model to eliminate flight-based tourism and focus on local adventure

Community is Part of the Equation

Sustainability doesn’t end with emissions. At Wild Rock, we believe it must include people as well as place.

That’s why we created the ComPassion Project — an endowment fund launched by our co-founder, Kieran Andrews. It’s built around two priorities:

• Compassion — supporting frontline organizations in Peterborough working on housing, addiction, and food insecurity
• Passion — funding groups that protect the wild spaces and trails that make our region worth exploring

We’re using our platform to fundraise, educate, and amplify the voices of local leaders, because community resilience and outdoor adventure go hand in hand.

Learn more about the ComPassion Project

Looking Ahead

While we’re proud of the progress we’ve made, we know the work isn’t over. We’re continuing to improve how we collect data, measure impact, and reduce emissions in real time.

Final Word

At Wild Rock, we believe sustainability should be baked into everything we do — from the products we stock to how we power our store, and how we show up for our community.

We’re not perfect. But we’re committed. And we’re moving forward, one intentional step at a time.