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Missing Salmon Alliance Orvis


January 18, 2022

Founded in 2019, a group of Britain’s leading conservation-focused organisations formed the Missing Salmon Alliance (MSA) to fight to reverse the devastating collapse in wild Atlantic salmon around the UK. By combining expertise, coordinating activities and advocating effective management solutions, the MSA aims to help wild Atlantic salmon survive and thrive in our rivers and seas for the next generation.

The coalition is made up of the UK’s Atlantic Salmon Trust, the Game & Wildlife Conservation Trust, the Angling Trust, Fisheries Management Scotland, and the Rivers Trust.

The MSA’s flagship research initiative is the Likely Suspects Framework (LSF). This new approach to fisheries research aims to identify which Likely Suspects are driving salmon declines, and how to address them.

As part of Orvis’ commitment to protecting nature, we will donate £5 from every sale of Mission Fly Lines, Tips and Running Lines sold throughout 2022.

We will also donate £50 from the sale of every Mission Double Handed Fly rod sold through our Stockbridge retail store and online at throughout 2022.

Mark Bilsby, Chief Executive Officer of the Atlantic Salmon Trust
The Missing Salmon Alliance is hugely grateful for the fantastic support from Orvis UK and their customers, and I welcome their dedication and commitment to better protecting wild Atlantic salmon. This iconic species needs our help and it’s encouraging to work with and see the support from individuals and corporations to raise awareness of what needs to be done to better protect them. As always, thank you for choosing to put #WildSalmonFirst.

For more information on the work of the Missing Salmon Alliance, visit

To browse our Mission collection, visit or

Orvis Supports Missing Salmon Alliance


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