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For Immediate Release: 01/13/14

Born Free USA Welcomes groovy to the Fur Free Retailer Program

Washington, D.C. -- The store and online retailer, groovy (www.groovyshoes.ca), dedicated to unique fashion footwear and accessories for everyone, has just become a member of Born Free USA’s International Fur Free Retailer Program (www.furfreeshopping.com). The announcement was made by Born Free USA and Elaine Martin, owner of groovy.

According to Martin, "As soon as we learned of the Fur Free Retailer program, we knew we had to join. It is important to us to support and promote awareness of fur free product options to the public. Everyone at groovy is delighted to be a part of this worthwhile cause.”

According to Adam Roberts, Executive Vice President of Born Free USA, "Retailers continue to step up worldwide to take a stand against the use of fur in fashion. Thanks to companies like groovy, the message is getting out there. We are proud that the program is attracting companies like groovy and hope this continues throughout the fashion industry."

Founded by Born Free USA in 2006, the Fur Free Retailer Program is an international effort to give consumers accurate information about a retailer's fur policy, allowing consumers to make an informed choice when shopping. The program aims to further the spirit of ethical consumerism and provide shoppers with information about the most compassionate retailers in the world. The program recognizes and supports retailers who have committed, in writing, to a no-fur policy.

In 2012, over 50 retailers signed on from a record number of countries (20), reports Born Free USA. The year not only set a record for how many retailers joined the program, but it was also a year that featured the widest variety of retailers from around the globe, including maternity wear, sportswear, eco-friendly, faux fur focused, ballroom, consignment, and more. For a list of retailers in the program, visit www.furfreeshopping.com/retailer_list.php.

Roberts adds, "Another year cannot go by when animals are brutally killed for their fur. We need consumers to get involved and show their respect for wildlife, and encourage and support those retailers willing to go fur-free. Taking an ethical and public stand against fur fashion offers a company a chance to promote a public policy against violence and cruelty, and to lend its support to the international efforts to end this unnecessary and cruel fashion choice."

The program is also supported by the Fur Free Alliance (FFA), an international coalition of leading animal and environmental protection organizations worldwide. These organizations facilitate the Fur Free Retailer program in their countries. See the full list at www.furfreeshopping.com (U.S.) and www.furfreeretailer.com (international).

Born Free USA is a nationally recognized leader in animal welfare and wildlife conservation. Through litigation, legislation, and public education, Born Free USA leads vital campaigns against animals in entertainment, exotic "pets," trapping and fur, and the destructive international wildlife trade. Born Free USA brings to America the message of "compassionate conservation" -- the vision of the U.K.-based Born Free Foundation, established in 1984 by Bill Travers and Virginia McKenna, stars of the iconic film Born Free, along with their son Will Travers, now CEO of both organizations. Born Free's mission is to end suffering of wild animals in captivity, conserve threatened and endangered species, and encourage compassionate conservation globally.

More at www.bornfreeusa.org; on Twitter at http://twitter.com/bornfreeusa; and on Facebook at http://www.facebook.com/BornFreeUSA.

Media contact: Rodi Rosensweig, publicrelations@bornfreeusa.org, (203) 270-8929.

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