Victoria, B.C. (July 28, 2025) — On August 1st, in advance of B.C. Day, Pacific Wild is launching the Brutal British Columbia Souvenir Shop, a pop-up dedicated to exposing the horrors of the provincial government’s wolf cull.
Canada is regularly celebrated abroad as a country of wild beauty, where wildlife thrives and ancient forests still stand. But the image of “Beautiful British Columbia” masks a brutal truth: wolves are chased to exhaustion and shot from helicopters in the name of protecting endangered caribou—even as industrial logging, mining, and oil and gas development continue to carve up what little remains of critical caribou habitat.
Habitat loss is the primary root cause of caribou decline in B.C. who depend on lichen-rich old-growth forests to survive. Yet each year, the Province chooses to scapegoat wolves. Since 2015, more than 2,500 wolves have been killed and $11.5 million in taxpayer dollars spent.
The wolf cull risks damaging British Columbia’s reputation. Tourism is one of the province’s strongest economic drivers, and it depends on the very wild legacy the government is failing to protect.
With the cull entering its second decade, now is the time to demand an immediate halt to this deadly and ineffective program, and to insist on long-lasting and science-based solutions for caribou before it’s too late.
“We’re not asking anyone to turn away from B.C.—we’re asking them to speak up for it, because what’s at stake is too important to ignore,” said Natasha Wehn, Project Director at Pacific Wild.
“Over the past decade, we’ve delivered more than 500,000 signatures to the Legislature calling for an end to the wolf cull. We’ve met with decision-makers, pursued legal action, and pushed for transparency and long-term solutions. Still, the killing continues.”
The Brutal British Columbia Souvenir Shop will be open from 8:00am – 12:30pm in downtown Victoria, on Friday, August 1. Locals and tourists alike are encouraged to visit the pop-up to:
- Shop for souvenirs which give voice to the ongoing crisis.
- Discover why now is a pivotal moment and how action can help stop another year of senseless killing.
- Speak up for wolves and caribou, and tell the government that “Beautiful British Columbia” must be more than just a slogan.
What: Brutal British Columbia Souvenir Shop
Who: Pacific Wild
When: Friday, August 1, 8:00am – 12:30pm PT
Where: 633 Courtney Street, Victoria, BC
This pop-up launch signals the start of a global campaign, with further action coming on August 13th, International Wolf Day.
PR Contact
Julia Dumbrell
Senior Account Manager, Heads + Tales
julia@headsandtales.ca
About Pacific Wild: Pacific Wild is a leading voice for wildlife conservation in the Great Bear Rainforest and beyond. Through evidence-based advocacy, strategic campaigns, and powerful storytelling, Pacific Wild promotes conservation policies rooted in ecological science and ethics, Indigenous knowledge, and long-term sustainability for the benefit of ecosystems, communities, and future generations.
