http://www.animalconcerns.org/external.html?www=http%3A//ottsun.canoe.ca/News/National/2007/12/02/4701812-sun.html&itemid=200712021026300.181968

Animal rights activists, Fur Council of Canada at odds over ad campaign

A slick new advertising campaign aims to reframe the fur industry as a friend of the environment.

The Fur Council of Canada launched print ads last week calling fur "eco-fashion" in an effort to reassure consumers about their product and counter anti-fur campaigns of the past.

The Montreal-based council represents about 70,000 members, most of them trappers, said Alan Herscovici, the council's executive vice-president.

"It was important to explain the real story of the fur industry," said Herscovici. "And that is 'if you care about nature and protecting the environment, fur is an excellent choice.' "

One ad criticizes synthetically made fake fur as containing petrochemicals, "non-renewable resources that cause environmental problems."

"Fur, by contrast, is a natural, renewable and sustainable resource," it says.

Herscovici said the council wanted to capitalize on current interest in all things green by getting the message out that fur is a biodegradable, renewable resource.

He stressed that all aspects of the industry are regulated and none of the Canadian animals used -- including beaver, mink, muskrat, fox and coyote -- are endangered.

'COMPLETELY RIDICULOUS'

"When you buy fur, you are helping support people on the land, people who have a direct personal interest in protecting nature," he said.

Animal rights groups are outraged. Mike Rice, a senior campaigner with People for the Ethical Treatment of Animals (PETA), said his group hasn't wanted to draw any further attention to it.

"It's completely ridiculous," said Rice. "It's just another desperate attempt by the fur industry to pimp their fur."

Rice called the fur trade "the most violent and bloody on the planet" and countered the council's claims by saying the amount of fossil fuel needed for a farm-raised animal skin is 20 times what goes into a faux fur garment.

Fannya Eden, project co-ordinator for the B.C.-based Association for the Protection of Fur-Bearing Animals, points out the United Nations International Labour Organization lists acid, dyes and formaldehyde among the agents used to treat pelts.

Plus, said Eden, "you are talking about killing millions of animals out of the ecosystem. I don't know how that's ecologically friendly. I don't see the logic."

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ANIMAL LOGIC

Fur industry facts:

Though it's rare to see someone wearing a mink coat these days, fur is currently a very fashionable accent for coats and boots. Though the amount of animals trapped in Canada is on the decline, down from 5.5 million in 1979-1980, according to Statistics Canada, exports business appears to be good:

- There are currently about 2 million minks farmed for their pelts each year in Canada, and 1 million animals trapped in the wild, mostly beavers and muskrats

- Canada exports 80% of its fur apparel to the U.S.

- Exports were $450 million in 2006; up from $361 million the year before.

Source: The Fur Council of Canada