July 6, 2014 – By Dominic Aiello, President
On Friday, August 1st The Original Muck Boot Company made a mistake that will likely have a longlasting, negative impact their bottom line. The company posted a photo from a recent fundraiser that reported to have raised $2,000. Those funds, according to the post, were donated, or were to be donated to the Humane Society of the United States (HSUS)!
Almost immediately their page blew up with upset comments from hunters, trappers, and ranchers!
They quickly realized they made a mistake and deleted the posts from their timeline, but they failed to delete the photos from their photo gallery until Monday. On Tuesday it was clear the issue was not going away and they needed to respond, and they did.
Here is a full text version:
We would like to respond to our loyal customers and provide additional information about recent posts on social media regarding a monetary donation to a local animal care organization. Our post inaccurately stated that a donation was made to The Humane Society of the United States (HSUS). Moreover, the post itself was inappropriate under the circumstances.
Family members of an employee who recently passed away requested that, in lieu of flowers, co-workers donate funds to the Humane Association of Northwestern Rhode Island, a local association founded in 1978 to solve community issues primarily related to stray cats. They are not affiliated with HSUS as the posts incorrectly stated.
The money is not a corporate donation, but a collection of personal contributions from employees with the intent of remembering a beloved co-worker. While our intentions were good, the use of corporate social channels under these circumstances was inappropriate.
Muck Boots has a heritage of respect for the outdoors and for nature. We apologize for the anger and confusion the posts have caused and have removed them from our social channels.
Sportsmen did not blindly accept this explanation; many called and posted questions to the Humane Association of NW Rhode Island. The Association quickly became overwhelmed and turned to social media.
Could the response from The Original Muck Boot Company be legitimate? Absolutely, but there is also the possibility it’s a crafty marketing team trying to make a mistake disappear. As a result of this, until The Original Muck Boot Company provides evidence that they did not donate to the HSUS, or as a result of their mistake donates to national pro-sportsmen group, they’ve earned an honorary spot on our “Top 5 Most Shocking Companies Hurting You!”
Every company that depends on sportsmen dollars should learn from this experience! If you do not support our way of life, or if you support organizations dedicated to reducing or eliminating our way of life you will lose our dollars!