The Quebec Wildlife Foundation and its major partner, Canadian Tire, give young Québec anglers-to-be a unique opportunity to experience this home-grown sport

QUEBEC CITY, June 6, 2012 /CNW Telbec/ - For a thirteenth year running - and a commitment for three additional years — Canadian Tire has renewed its participation as a major partner, in the Quebec Wildlife Foundation's Pêche en herbe program. Pêche en herbe training activities take place throughout the year and are province-wide in scope, covering all regions of Quebec. This year, they will help initiate more than 17,000 children to sport fishing, within a global framework of respect for nature and the rules of aquatic safety.

Many Pêche en herbe training sessions are scheduled to take place during the summer, through the support of various well-known non-profit organizations. Beneficiaries of the program will initiate children between 9 and 12 to the basics of fishing, the anatomy of fish, regulations and ethics as well as respect for the environment. Once they've learned the theory, the young anglers-to-be will be more than eager and excited about putting their fishing knowledge to the test.

To heighten individual interest in sport fishing, each child will receive a fishing rod, a small tackle box, an educational brochure as well as a fishing permit valid until 18 years of age.

Patrick Campeau, the well-known professional fisherman and Canadian Tire spokesperson for Pêche en herbe, will attend a few of the summer training sessions in person "because I believe it's important to encourage children in a light-hearted and entertaining manner to practice a sport that will not only bring them enjoyment, but allow them to appreciate the natural beauty of our great outdoors and the pleasure of being among friends. Who knows, in relating their exploits and adventures, they might even turn on the rest of the family to the fun of fishing!"

"Promoting next-generational interest is crucial for the Quebec sport fishing industry, which generates about 10,000 jobs and injects more than a billion dollars into the economy. Our youth are very fortunate here in Quebec to have access to such a high-calibre program as Pêche en herbe—and it's really great to see them having fun and being active, away from TV and electronic games", added Mr. Campeau.

Canadian Tire, one of the leading fishing equipment retailers in Quebec, has been a generous sponsor of the Quebec Wildlife Foundation Pêche en herbe program since 1999 to help develop a new generation of fishermen. "We are very proud to have contributed so far to initiating close to 180,000 youth to the fun of sport fishing. What is also highly motivating with Pêche en herbe is the importance they accord to respect for nature and water safety rules—values shared by Canadian Tire", concludes Jean Parisien, vice-president Quebec for Canadian Tire.

Canadian Tire Corporation, Limited (TSX: CTC.a, CTC), is one of Canada's most shopped general retailers. It operates more than 1,700 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 Canadian Tire Home Services, credit cards, retail deposits, in-store financing, product guarantees, and insurance. Nearly 68,000 people work for Canadian Tire, which was founded in 1922 and remains one of the most recognised and respected brands in Canada.