Wildlife Friendly Enterprise Network


WFEN Welcomes BeadWORKS Kenya – A Business Line of NRT Trading – as 3rd Certified Enterprise in Kenya


BeadWORKS, which empowers women and conserves wildlife in northern Kenya, is now Certified Wildlife Friendly


ISIOLO, kenya: – 31 march-2017– The Wildlife Friendly Enterprise Network (WFEN), a global community dedicated to the development and promotion of products and tourism that contribute to the conservation of threatened wildlife and to the economic vitality of rural landscapes, is pleased to announce the awarding of Wildlife Friendly® Certification to BeadWORKS Kenya, a business line of Northern Rangelands Trading Limited (NRTT), providing conservation-linked economic opportunity to people and communities in northern Kenya.

photo credit Ami Vitale

photo credit Ami Vitale

When you empower women in northern Kenya, you are supporting children’s education, boosting local economies and protecting wildlife. Every BeadWORKS item is handcrafted by one of over 1,000 women from 9 NRT community conservancies. The women gather together under the shade of an acacia tree to craft individual beaded items for sale all over the world. Through BeadWORKS, they are able to earn a living using their traditional beading skills rather than through livestock grazing, charcoal production and other environmentally damaging activities.

BeadWORKS empowers pastoralist women and changes their attitudes about local wildlife as they discover the connection between bead sales and wildlife protection. The ripple effects of these attitudes spread through their families and communities, creating broader impacts for wildlife. Many species – in particular elephants – are thriving as sustainable businesses grow around conservation. Since 2012, elephant poaching in northern Kenya’s community conservancies has dropped by 53%.

womenbeadersbeadworks“We know from research around the world that improving women’s lives is a key poverty alleviation strategy because they invest in their future and the future of their families. Women also often make important decisions about the use of natural resources in a community. By giving wildlife an economic value while alive, rather than for meat and parts in the illegal wildlife trade, and by directly linking wildlife and habitat conservation to livelihood benefits, you have accomplished something quite significant. We applaud the wonderful work of the superstar women entrepreneurs of BeadWORKS,” said Julie Stein, Executive Director of WFEN.

By buying Certified Wildlife Friendly® products from Beadworks consumers are helping empower women and families, and conserve wildlife and natural resources in northern Kenya.


About Wildlife Friendly Enterprise Network

WFEN and its certification programs represent grassroots farmers, ranchers, artisans, indigenous peoples and conservation heroes from around the world, including two World Bank Development Marketplace Award winners, a U.N. Equator Prize winner, leadership in the world’s marketplace for REDD+ Carbon Offsets, a Time Hero for the Planet, and a National Geographic Big Cats Initiative grantee. Certified Wildlife Friendly® products contribute to the conservation of over twelve million hectares of diverse wetlands, forests, and grasslands; protect keystone endangered species in Asia, Africa, Europe, and Latin and North America – including the snow leopard, tiger, elephant, cheetah, red panda, and wolf – and benefit over 200,000 people through increased food security, income and employment. For more information visit: www.wildlifefriendly.org



About BeadWORKS

BeadWORKS Kenya is a business line of Northern Rangelands Trading Limited, providing conservation-linked economic opportunity to people and communities in northern Kenya. For more information visit: http://www.beadworkskenya.com/

Instagram @beadworkskenya
Facebook: Beadworks Kenya




Beatrice Lempaira – beatrice.lempaira@nrt-kenya.org

Wildlife Friendly

Julie Stein: Julie@wildlifefriendly.org


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Madrone Coast Farm First in California to Achieve Certified Wildlife Friendly® Status for coexistence with Mountain Lions

Madrone Coast Farm of Felton, CA Provides Habitat for Pumas

FELTON, CA (October 28 2014) Madrone Coast Farm is the first farm in California to achieve Certified Wildlife Friendly® status in recognition of its wildlife stewardship practices, following an ISO-compliant third-party audit process. “We feel that coexistence with wildlife, including mountain lions, is very important to the health of the local ecosystem.  Farmers and ranchers can successfully use proactive practices to coexist with predators,” says farmer Alison Charter-Smith.


Alison Charter-Smith of Madrone Coast Farm, holding an heritage breed piglet

Charter-Smith and her husband, Tony Jaehnichen, raise heritage chickens, ducks, goats, sheep, and pigs, and offer pasture-raised chicken and duck-eggs, pork and wool at 4 farmer’s markets throughout the Santa Cruz area. The vast majority of their farm is wooded and accessible to wildlife, including 3 juvenile mountain lions seen on the farm this past summer. In addition to maintaining ponds to provide water, Charter-Smith and Jaehnichen are working to increase the habitat value of their land for terrestrial and avian visitors alike. The farm has nesting boxes for swallows, bats, owls and bees. Black-tailed deer, coyotes and bobcats are also in the vicinity.

To keep stock safe, Madrone Coast Farm keeps a close eye on its animals, especially at vulnerable periods, such as lambing, corrals stock at night, and engages the help of a pair of Maremma livestock guardian dogs. “I feel great knowing my food purchases support wildlife,” says Madrone Coast customer Bonnie Doran. “It’s important to me to know the food I’m eating is not adversely impacting the ecosystem. I was raised to respect the wildlife that have always been here and belong. We need to coexist with native species, not to kill them off.”

“The Certified Wildlife Friendly® label helps consumers to vote with their pocketbooks. Consumers can now support free-ranging wildlife as they buy from local farms,” says Julie Stein, Executive Director of the global Wildlife Friendly Enterprise Network. Certified Wildlife Friendly® farms and ranches support wildlife, biodiversity, and a host of ecosystem services. Read more »




Wildlife Friendly Enterprise Network Member



Stella McCartney Becomes the First Global Fashion Brand to Support the Development of Wildlife Friendly® Products That Help People and the Planet


London – April 17 2014 – The Wildlife Friendly Enterprise Network  (WFEN), a global community dedicated to supporting products that conserve threatened wildlife and contribute to economic vitality in rural landscapes, and Stella McCartney, a brand with a commitment to sustainability, are pleased to announce an exciting new partnership dedicated to protecting wildlife.

WFEN Corporate Network Members are working towards sourcing Wildlife Friendly® products through their own supply chains and share the WFEN vision for a world where people and wildlife not only coexist but thrive. WFEN Corporate Members are committed to creating beautiful products that are made in a manner that respect the producers, land, and wildlife. Stella McCartney, supports WFEN in its mission to empower and educate consumers and to create change on the ground by providing a market incentive for farmers, ranchers and local communities to improve their production practices. By linking the worlds of sustainable agriculture and sustainable fashion, each garment produced has the potential to tell a story about responsible consumption and can support sustainability throughout the fashion supply chain.

“This unique partnership will benefit global consumers by providing a wider range of truly Wildlife Friendly® choices and enabling them to vote their values with their pocketbooks,” said Julie Stein, Executive Director of Certified Wildlife Friendly®. “Stella McCartney has consistently embraced a Triple Bottom Line approach to business. We applaud the brand’s leadership in initiating efforts towards responsible sourcing across a range of Wildlife Friendly® fibers, textiles and raw materials from around the globe. We don’t have to choose among people, planet or profit, but instead can work to benefit both business and biodiversity.”

WFEN membership is open to businesses and non-governmental organizations who are committed to the WFEN mission and who actively contribute to Wildlife Friendly® business practices. This contribution may be through building Wildlife Friendly® supply chains, production, sourcing and selling Certified Wildlife Friendly® products, building increased awareness and demand with consumers, and implementing best practices for biodiversity conservation and business.

About Stella McCartney

Stella McCartney is a 50/50 joint venture partnership between Ms. Stella McCartney and Kering established in 2001. A lifelong vegetarian, Stella McCartney does not use any leather or fur in her designs. The brand’s ready-to-wear, accessories, lingerie, fragrance, kids and adidas by Stella McCartney collections are available through 35 other free-standing stores including London, New York, Los Angeles, Tokyo, Hong Kong, Paris, Milan and Shanghai, as well around 600 wholesale accounts in key cities worldwide. For additional information, please visit: www.stellamccartney.com. Read more »


August 24 2012 The Board of Directors of Certified Wildlife Friendly™ an emerging global eco-label, is pleased to announce it has hired its first Executive Director, Julie Stein. Founded in 2007 and unveiled at the World Conservation Congress in Barcelona in 2008, the Wildlife Friendly Enterprise Network (WFEN) is a global community of conservationists, businesses, producers and harvesters dedicated to the development and marketing of products that conserve threatened wildlife while contributing to the economic vitality of rural communities. Ms. Stein will help the organization reach its mission of setting the global standard for wildlife friendly enterprise and assisting members to reach new and dynamic markets.     Read more »