Patagonia Artifishal: online the new short film “Protect Wild Fish”

The last environmental campaign by Patagonia, Artifishal, highlights the problems caused by fish farms in the open sea and the threat to wild salmon and other coastal fish species worldwide. After the release of the feature film currently on tour in Europe, Patagonia went to Iceland with fly fishing Ambassadors Mikael Frodin and Katka Švagrova to document the current situation, with local NGOs actively involved in protecting wild fish.

Nord Atlantic Salmon Fund Iceland (NASF) and Icelandic Wildlife Fund (IWF) are fighting against the exponential expansion of fish farming, which increasingly threatens the existence of wild fish and the surrounding nature. “The most beautiful thing about Iceland is its diversity.” said Jón Kaldal of IWF, “Iceland is, in a sense, the last frontier of the wild Atlantic salmon“.

In 1970, there were globally 10 million wild Atlantic salmon eggs, now only three million remain. Mikael Frodin, who travels all over the world, including Iceland, said that the amount of fish entering the rivers is half as much as in the past. Currently there are about 8 million Atlantic salmons bred annually in Iceland, but the plan is to triple the size of the industry. “We are extremely concerned about the growth of salmon farms in offshore networks in Iceland. We believe this is the biggest threat to wild Atlantic salmon in our rivers“, said Fridleifur Gudmundsson, director of NASF Iceland.

The survival of wild fish, including Atlantic salmon, sea trout and alpine char, is in danger and we must act now. “In Iceland we have one of the largest wild areas in Europe. Our generation has no right to ruin it, it has a duty to preserve it for future generations” said Jón in Patagonia’s short film launched this week: “Protect Wild Fish” .

You can join this cause and support the preservation of wild fish – and the species and communities that depend on them – by signing the  petition supported by North Atlantic Salmon Fund Islanda, Redd Villaksen – NASF Norvegia, Salmon and Trout Conservation Scotland and Salmon Watch Ireland.

Learn more about the battles that Patagonia is fighting in Iceland watching its new short film here!