Conservation Resource Alliance
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Meijer and Coca Cola Team Up to Support River Care

October 3, 2001

The Traverse City Meijer store and Coca Cola Bottling Company of Michigan have joined together to help support the River Care Program administered in northwest Michigan by the Conservation Resource Alliance (CRA). They have pledged a portion of the proceeds from the sale of all PowerAde and Dasani water products from the Traverse City store to the National River Care Expedition. Traverse City businessman, Jeff Graft and Salida Colorado fly fishing guide, Matt Brown, set out August 15th to cross North America by bike, kayak, and hiking to raise awareness and money for restoring and protecting America's rivers. They will journey from Bella Bella, British Columbia to Key West, Florida supported only by the gear that they can carry on their bikes, kayaks, or backs. This event has attracted numerous corporate and individual sponsors that are interested in supporting fish and wildlife habitat improvement and erosion control efforts on some of America's most beautiful rivers.


Meijer Store Manager, Mike Keller, says "Meijer was proud to be a sponsor of Graft's 1999 Riding for Rivers event. We are especially pleased to be able to help again." Keller adds, "Coca Cola is a very good partner to work with. This promotion creates an opportunity for our shared customers to become involved with the National River Care Expedition by purchasing these popular brands."

The Conservation Resource Alliance is a private non-profit organization headquartered in Traverse City, Michigan that has been coordinating large-scale, practical, natural resource protection projects throughout the region since 1968. For more information about the National River Care Expedition, River Care, CRA and to pledge your support, contact Matt Thomas, CRA Development Coordinator at (231) 946-6817, e-mail at: cra@traverse.com or visit their website at www.rivercare.org.


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Conservation Resource Alliance

Bayview Professional Centre
10850 Traverse Highway, Suite 1180
Traverse City, MI 49684
231-946-6817

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