To target a broader conservation mission, Trout Unlimited Canada is now Freshwater Conservation Canada

As hungry brook trout surfaced to feast on emerging mayflies beneath the clear blue sky of a perfect day this past spring, a diverse group gathered along the banks of Caledon, Ontario’s West Credit River. Among them were volunteers, landowners and even a competitive youth robotics team, each representing a different facet of conservation.

Led by the Greg Clark Chapter of Freshwater Conservation Canada (FCC)—formerly known as Trout Unlimited Canada (TUC)—the event marked one of the chapter’s first public outings under TUC’s refreshed identity, reflecting a broader, more inclusive mission to welcome new people and partnerships.

“We were seen as a hook-and-bullet club, which hurt our eligibility for federal grants,” says chapter secretary John Monczka, highlighting one of the factors behind the Canadian-registered charity’s decision for the name change. “The idea is to broaden our appeal beyond just anglers. The new name should help with that.”

From FCC’s head office in Calgary, CEO Silvia D’Amelio says the name change had been in the works for more than two years before the official adoption of the rebrand last November. “I’ve been with the organization for almost 22 years, and over time we’ve seen the brand evolve,” she says. “Of course, some people are sad to see the old name go, including myself. Change is hard, especially after 50 years, but the response overall has been great.”

According to D’Amelio, consultants brought in to evaluate the brand reported that people unfamiliar with TUC often misunderstood its purpose, mistaking it for a company that sold fish or rented fishing gear. The organization is also betting a more self-explanatory name avoids confusion with its U.S. affiliate, Trout Unlimited, while also appealing to the diverse group of eco-minded volunteers, sponsors and donors needed to keep its conservation efforts viable.

As well, FCC hopes the broader identity attracts even more people dedicated to safeguarding Canada’s freshwater resources, as threats such as climate change, weakened environmental protections, urban sprawl and invasive species intensify. Says D’Amelio: “The ultimate goal was to better represent the activities and goals of the organization, increase inclusivity and accessibility, and reduce confusion with other organizations, like Trout Unlimited in the U.S.”