Canadian Tire renews its participation in Pêche en herbe, a province-wide program designed to teach kids the basics of angling

MONTREAL, June 9, 2011 /CNW Telbec/ - Canadian Tire Corporation announced today its renewed partnership with the Quebec Wildlife Foundation. For the thirteenth year, Canadian Tire is helping bring to life Pêche en herbe, a unique program aimed at encouraging kids to discover the joys of angling. The company is providing fishing rods which are going to be used in the different training activities taking place throughout the year. The 2011 campaign will enable some 15,700 kids to learn that fishing is about more than just catching fish.

Several Pêche en herbe training sessions will be organized this summer in collaboration with various not-for-profit community organizations across Quebec. These sessions are geared toward kids aged between 9 and 12 and teach them everything from angling basics to fish anatomy as well as the sensitivities of the ecosystem.

With the hope of generating a lifelong appreciation of the sport, participating kids will receive a complementary rod from Canadian Tire, hooks and lures as well as a fishing permit valid until the age of 18.

"The memories created from fishing last a lifetime and cultivate a deeper appreciation for our natural environment", stated Patrick Campeau, professional fisherman and Canadian Tire spokesperson for Pêche en herbe. "Families wanting to learn more can also participate in La Fête de la pêche, an event held over the June 10-12 weekend that allows everyone to sample fishing - even without a permit - on Quebec's waterways. It's a fun and affordable activity for Quebec families looking to spend quality time with their loved ones."

Sport fishing is a popular activity with over 800,000 fishing permit holders in Quebec and an industry that generates about 10,000 jobs and one billion dollar for the economy each year.

"We're happy to have played a role in introducing more than 160,000 kids to the joys of fishing. What we value most about Pêche en herbe is the importance the program places on teaching respect for nature and water safety — values we share at Canadian Tire," said Sean Stokes, AVP, Sports and Recreation at Canadian Tire.

Canadian Tire Corporation, Limited (TSX: CTC.a) (TSX: CTC), is one of Canada's most shopped general retailers. It operates more than 1,200 retail stores and gas stations from coast to coast and offers Canadians goods and services that help them meet their day-to-day needs. Our core retail operations - automotive, home, workplace, play, and clothes - are strengthened by Canadian Tire Financial Services, which has offered such goods and services as credit cards, in-store financing, product guarantees, and insurance. Nearly 57,000 people work for Canadian Tire, which was founded in 1922 and remains one of the most recognised and respected brands in Canada.