GU Gets Involved
In the aftermath, GU took a stand: GU and other outdoor industry companies boycotted the bi-annual OR tradeshow, which brings in millions of dollars to the local economy in Utah.
They made a plan with several companies in the Conservation Alliance. The Conservation Alliance is a group of like-minded companies that, through annual membership dollars, contribute to programs that help “protect and restore America’s Wild Places.”
The entire outdoor industry responded, too. Organizers moved OR to a new location in Denver, Colorado, the next year. GU also responded in a very GU way. They created a brand new flavor, Campfire S’mores, and partnered with the Conservation Alliance to give 10 percent of the sale of every Campfire S’mores Energy Gel directly to a Conservation Alliance fund.