1% For Rivers

1% For Rivers (1FR) is a coalition marketing program that connects businesses and consumers with a shared interest in protecting Colorado’s rivers. Participating businesses donate one percent of their sales to Colorado Trout Unlimited in exchange for a variety of co-marketing opportunities under the 1FR brand. Research shows that this type of philanthropy is often enough to influence consumer purchase behavior in favor of participating businesses.

The program was founded in 2011 with Boulder-based Upslope Brewing Company leading the way. In honor of their upstream roots, they are donating one percent of the sales of their Craft Lager to protect watersheds statewide. Protecting snowmelt at its source is not only good for trout, it’s also good for Colorado beer.

If you know of a business that is interested in participating in the 1% For Rivers program, please let us know using the contact form at the bottom of this page.