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Hunter & Quarry 2.0

by Kevin on May 13, 2013

A lot has been said in recent years by hunting advocates and bloggers about the unjustifiably harsh criticisms of hunting and hunters by mainstream society. Criticisms that, as hunters we all know are mostly unfounded. Claims about the cruelty of hunting, its lack of necessity, the dangers of hunting, etc. All claims that easily fall apart under just a little bit scrutiny. So why all the confusion?

Since I started writing this blog, I’ve treated it as an extra-curricular activity that doesn’t relate to my professional career. But there is an obvious connection between hunting’s public image problem and what I do for a living that can’t be avoided any longer. A connection that is prompting me to take on a new approach to writing posts for this blog.

Its a more subtle issue (but equally as important to address) that isn’t among the classic hot button issues mentioned above. Although, it helps to give rise to the perceptions that cause them. I’m referring to something largely overlooked by both hunters and the general public. I’m talking about hunting’s brand.

So what is a brand?

In the world of marketing, a brand can be defined as the perceived sum value of a specific organization’s; customer service, quality, performance, and usefulness – in the minds of their end-usersThis is directly connected to the business owners’ (or board of directors’) ideas on work-ethic, personal investment in the company, taste, and values. All of which define the culture from which the product or service is born.

Graphic designers like myself help to communicate the emotional side of the organizations’ “packaging”. The promises of satisfaction made in the imagery, writing styles, typographic treatments, and how that connects with the audiences’ deepest desires. That’s what we call the brand promise.

So how do you take the idea of brands and brand promises for individual commercial goods and servies and define a so-called brand for hunting (a past-time, a sport, a hobby)? Well, hunting is undeniably also an industry. One that makes a lot of money every year.

An industries brand is defined by the average brand perception communicated by all of the products and services that are seen as a part of that industry. The sum perception of every broadhead, scent-killer, and long-rifle package. The promotions for hunter safety courses, outfitting suppliers, hunting shows, and everything else under the sun that you can associate with hunting culture.

There is no doubt, when considering this, that the brand promise of hunting in general still belongs to right-leaning, gun-loving, southern accented, christian, America. Though that may accurately paint a picture of a large portion of the hunting audience, I believe it falls far short of painting the correct picture — the full picture.

In other words, the current brand promise, doesn’t match up with reality.

There is no doubt that the face of hunting is rapidly changing. Almost every state and province in North America is reporting an end—and near reversal—to the decline in hunter license registrations. Despite the fact that this resurgence of interest in hunting is being largely attributed to the heavily left-leaning, environmentally conscious, sustainable food movement, and women – extremely polarized opinions of hunting persist in 40% (or more) of mainstream society (depending on where you ask the question).

I’m not nieve to think that we can change the minds of hardened PETA activists, nor am I interested in doing so. But I think that we can begin to soften the hearts of those who lack exposure to hunting and hunters. The ones who form their opinions based on the most visible aspects of the hunting industry – the marketing and advertising of hunting products and services.

This is where the new direction of Hunter & Quarry will be going. I’ll continue to post recipes and experience articles of course. But I’m going to try to bring up some specific examples over the next few posts that help to illustrate what I’ve written above.

Along with this new direction, there will be a new look to the site. I’m planning to completely redesign it, and change its focus to cater to like-minded hunters. The growing population of hipster, lefties, and food conscious gourméts that I call brother and sister in the hunting world.

I hope you all enjoy wherever this ends up. Wish me luck!


{ 1 comment }

I realize that a direct copy from another article is kind of a copout for a blog post, especially after having been away from this blog for so long.

However, I just found this article and I have to say that it’s exactly what I’ve been telling people all along. It’s really nice to see this mentality is catching on across the country.

Especially in the Rockies where they have such an abundance of amazing landscape and wildlife.

The sustainable food movement helps reverse a 30-year decline in popularity

Growth in the number of graduates from the Conservation Outdoor Recreation Education course required for hunters in B.C. and annual hunting licence sales over the past eight years are beginning to reverse a 31-year decline in hunting’s popularity between 1982 and 2003.

Western Canada’s hunting and conservation magazine, Outdoor Edge, is full of readers’ snapshots of hunters displaying their prey. But sprinkled among the bearded bushmen and camo-clad weekend warriors are rifle-wielding women and teen girls.

The number of women graduating each year from CORE has been rising steadily — to 1,725 in 2012 from 791 in 2004 — faster even than the number of men.

 Read the full article…


The Locavore Debate

June 27, 2012

This past week on CBC Radio Q with Jian Ghomeshi, they hosted The Locavore Debate with Pierre Desrochers, one of the authors of The Locavore’s Dilemma and Jill Richardson, author of Recipe for America. A discussion on the so-called benefits of eating local that I’d recommend anyone with some interest in the topic have a listen […]

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A Dinner Party for the Hunters

March 10, 2012
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Thanks to a new yearly tradition, I have three incredible recipes to share with you. Every year around this time, my in-laws host a dinner party featuring dishes made from all the harvested meat that came from the hunters of the family. Think of it as a sort of Farm-to-Plate dinner for a much smaller […]

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Roasted Red Pepper Grouse

March 10, 2012
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A delicious grouse recipe with grouse breasts simmered until tender in a seasoned creamy sauce with red bell pepper and basil are served over rice and topped with shredded mozzarella cheese. Ingredients 1 pound de-boned grouse 1 (284 mL) can Cream of Chicken Soup 1/4 cup finely chopped roasted red peppers 1/4 cup apple juice […]

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Roasted Moose Sausage Served with Polenta

March 8, 2012
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Another delicious Moose recipe from my Italian mother in-law. The instructions and preparation for this dish are as she calls it, “mama’s style,” which tends to be the preferred cooking technique of most Italians from what I can tell. It simply means, “go by feel!” So if you trust your instincts, go ahead and have fun […]

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Moose Medallions Recipe

March 8, 2012
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A delicious Moose recipe, ideal as the appetizer or part of the main course… Ingredients Tender part of moose – filet or sirloin cuts Chopped fresh garlic Worchester sauce Soy sauce Salt and pepper Directions Slice meat thin – 1/4.” Place meat in marinating dish. Add above ingredients and marinade for 1–2 hours. Heat frying […]

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What’s wrong with what we eat

November 7, 2011

In this fiery and funny talk, New York Times food writer Mark Bittman weighs in on what’s wrong with the way we eat now (too much meat, too few plants; too much fast food, too little home cooking), and why it’s putting the entire planet at risk. “The time has come to stop raising (animals) […]

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Scent Control Experiment – Concluded

October 7, 2011

As a nice follow up to my first post on this subject, I thought I would share with you some interesting facts about the incredible olfactory system of Whitetail deer and why you can’t leave scent control up to a product you buy off the shelf. I’ve already shared this information on my Twitter feed […]

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Cover-scent Experiment

October 3, 2011

Well its been a pretty frustrating season so far. I’ve had very little luck spotting a deer within 100 yards of my tree stand, yet I’ve seen several roaming and grazing within 1 km of where I’m posted. Consequently, I’ve spent a lot of time considering all the factors that might be contributing to my […]

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