Earthroots Coalition

What Earthroots Coalition does

Earthroots Coalition, operating legally as Earthroots Fund (registered Canadian charity #135165140RR0001), is a Toronto-based nonprofit founded in 1986 as the Temagami Wilderness Society and renamed in 1991 to reflect a province-wide mandate. The organization conducts research, education, and advocacy to protect Ontario's wilderness, wildlife, and watersheds. Its core programmatic assets are the Eastern Wolf Survey Program, which uses non-invasive genetic monitoring (scat and urine DNA processed at Trent University's Natural Resources DNA Profiling & Forensic Lab), the Eyes in the Forest wildlife camera network using infrared trail cameras, the Temagami Ecosystem Assessment (an IUCN Red List of Ecosystems evaluation), and the Pollinator Highway Project for pollinator habitat restoration.

Earthroots is led by a small staff of five (Executive Director Barbara Steinhoff, Research Coordinator, Marketing Coordinator, Operations Manager, Graphic Designer) supported by a 12-person Board of Directors chaired by former Environmental Commissioner of Ontario Gord Miller, with scientific advisory from Dr. Peter Quinby and Michael Henry. Revenue is generated through individual donations processed via CanadaHelps, merchandise sales (sweatshirts and t-shirts featuring artwork by co-founder Hap Wilson) and symbolic wildlife adoptions (moose and wolf plushies at $75 each, with a $40 charitable tax receipt component), corporate sponsorships, and legacy/bequest giving. Distribution is direct-to-consumer via the organization's own website and e-commerce storefront; there is no physical retail.

The organization's go-to-market is community-led and advocacy-driven: it mobilizes supporters through petition campaigns, letter-writing drives, Environmental Bill of Rights submissions, and the VOME volunteer platform. It pursues impact via coalition litigation (with Ecojustice and the Canadian Environmental Law Association, producing wins in the 2021 Ontario Divisional Court ruling on Bill 197 and the 2023 Federal Court ruling on the Bradford Bypass), Indigenous-led conservation partnerships with the Teme-Augama Anishnabai, Grassy Narrows First Nation, and Kitchenuhmaykoosib Inninuwug First Nation, and earned-media advocacy. Customers, in the nonprofit sense, are individual donors, volunteers and citizen scientists, Indigenous communities, and a long tail of Ontario residents mobilized around specific campaigns.

Name

Earthroots Coalition

Legal name

Earthroots Fund

Website

https://earthroots.org

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

1–10 employees

Short description

Earthroots Coalition (Earthroots Fund) is a Toronto-based Canadian registered charity that protects Ontario's wilderness, wildlife, and watersheds through citizen science, Indigenous-led conservation partnerships, legal advocacy, and grassroots mobilization campaigns.

Ownership category

akta.pro rank

Product category

Environmental Conservation & Wildlife Advocacy

NAICS

Environment, Conservation and Wildlife Organizations (813312), Support Activities for Forestry (1153)

SIC

Services-Commercial Physical & Biological Research (8731)

akta.pro primary industry

Wildlife Conservation & Species Protection (BPAGAGAB)

akta.pro secondary industries

Biodiversity & Habitat Conservation (BPAGAGAA), Advocacy, Policy & Public Awareness (Animal Welfare) (BPAGAIAJ), Environmental Education & Outreach (BPAGAGAH)

Keywords

• Environmental advocacy
• Wildlife conservation
• Forest protection
• Citizen science
• Habitat preservation

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Individual Donations: One-time and monthly charitable donations from individual supporters, processed through CanadaHelps platform. Donors receive tax receipts for their contributions.
2. Merchandise Sales: Sale of purpose-driven products including apparel (t-shirts, sweatshirts) and symbolic wildlife adoptions (moose and wolf plushie adoptions) priced at $50-$80. Adoptive parents receive plushie toys and charitable tax receipts.
3. Corporate Giving and Sponsorship: Corporate partnerships including financial contributions, gifts in kind, and employee engagement initiatives. Contact made through Executive Director Barbara Steinhoff.
4. Legacy Gifts / Planned Giving: Bequests and estate plan donations left to Earthroots by supporters to provide lasting support for long-term conservation and advocacy.
5. Fundraiser Hosting: Individual and group fundraisers organized by supporters to raise money for Earthroots' conservation mission, including milestone celebrations and community events.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

Earthroots Coalition is a Canadian nonprofit that conducts research, education, and advocacy to protect Ontario's wilderness, wildlife, and watersheds. The organization runs citizen science programs including wildlife camera monitoring (Eyes in the Forest) and non-invasive genetic DNA analysis of Eastern Wolves in partnership with Trent University, while mobilizing communities through campaigns, legal action, and symbolic wildlife adoptions to defend old-growth forests and endangered species. Supplementary revenue comes from branded merchandise (apparel featuring artwork by Canadian artist Hap Wilson) and symbolic adoption programs.

Product overview

Earthroots Coalition is a Canadian environmental nonprofit organization that offers conservation programs and merchandise to protect Ontario's wilderness. Their core programs include the Eyes in the Forest Program (using wildlife cameras to monitor wildlife), the Eastern Wolf Survey Program (non-invasive genetic monitoring of Eastern Wolves), and the Temagami Ecosystem Assessment (IUCN Red List of Ecosystems evaluation). They also sell symbolic wildlife adoptions (moose and wolf plushies with tax receipts) and branded merchandise (sweatshirts and t-shirts featuring Canadian wilderness artwork by Hap Wilson) to support their conservation work.

Differentiator

Problem solved

Functional benefit

Products and services

• Symbolic Moose Adoption Symbolic wildlife adoption program that includes a 12-inch soft moose plushie and a $40 charitable donation tax receipt. Supports Earthroots' wildlife protection work in Ontario.
• Symbolic Wolf Adoption Gift Set Symbolic wildlife adoption program that includes a 12-inch soft wolf plushie, a thank you card, and a $40 charitable donation tax receipt. Supports Earthroots' wolf conservation efforts.
• Unisex 'Temagami - Love it or Leave it Alone' T-Shirt Made in Canada, 100% cotton T-shirt featuring artwork by canoeist, author, and artist Hap Wilson. Tribute to Ontario's iconic Temagami wilderness region. Priced at $50 CAD.
• Unisex 'Canada - No Apology Required' T-Shirt Made in Canada, 100% cotton T-shirt featuring artwork by Canadian artist Hap Wilson. Statement of pride in Canadian landscapes, values, and wild places. Priced at $50 CAD.
• Unisex 'Temagami - Love it or Leave it Alone' Sweatshirt Made in Canada, 100% cotton sweatshirt featuring artwork by Hap Wilson. Supports ongoing conservation work of Earthroots and the spirit of Temagami wilderness protection. Priced at $80 CAD.
• Unisex 'Canada - No Apology Required' Sweatshirt Made in Canada, 100% cotton sweatshirt featuring artwork by Canadian artist Hap Wilson. Celebrates Canadian landscapes and wild places while supporting Earthroots conservation work. Priced at $80 CAD.
• Eyes in the Forest Program Conservation program using cutting-edge wildlife camera technology (trail cameras with infrared sensors) to monitor Ontario's wildlife in remote natural habitats non-invasively. Cameras detect animal heat signatures and record wildlife activity including wolves, moose, deer, bears, and owls without disturbing animals.
• Eastern Wolf Survey Program Non-invasive genetic monitoring program tracking Eastern Wolves across Ontario's unprotected landscapes. Uses DNA collected from scat and urine samples by citizen scientists, processed at Trent University's Natural Resources DNA Profiling & Forensic Lab to identify species (Eastern Wolf, Grey Wolf, or Eastern Coyote), sex, individual genetic fingerprint, maternal ancestry, and pack structure.
• Temagami Ecosystem Assessment Comprehensive IUCN Red List of Ecosystems assessment of the Lake Temagami Ecoregion. Provides scientifically rigorous evaluation of ecosystem health, threats, trends, and risk of collapse for one of Ontario's most significant ecological regions.
• Pollinator Highway Project Initiative to restore and protect critical habitat for pollinators by transforming underused urban and rural corridors such as roadsides and hydro lines into continuous stretches of native wildflower habitat across southern Ontario.

Quantifiable outcome

• Protected Obabika Old-Growth Forest (world's largest protected stand of old-growth red and white pine) through 1994 Environmental Assessment Board recognition.
• +7 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

20 partnerships are on record, tiered core and minor.

• Save Wolf Lake CoalitioncoreStrategic or Co-development Partner · 1 January 2012Earthroots is a member of the Save Wolf Lake Coalition formed to protect the world's largest remaining ancient red pine forest from renewed mining threats. The coalition works with First Nations and government representatives to explore ways to protect the forest while supporting Indigenous rights and stewardship.
• Trent University - Natural Resources DNA Profiling & Forensic LabcoreTechnology or IntegrationAcademic partnership for DNA analysis of Eastern Wolf scat and urine samples collected by Earthroots' citizen scientists. The university laboratory processes samples to identify species (Eastern Wolf, Grey Wolf, Eastern Coyote), sex, individual genetic fingerprint, maternal ancestry through mitochondrial DNA, and pack relationships.
• EcojusticecoreImplementation/ SI/ Consulting PartnerEnvironmental law organization that has represented Earthroots in multiple legal challenges against the Ontario government, including the 2020 challenge over climate failures in the Temagami Forest Management Plan and the 2023 Bradford Bypass Federal Court victory.
• Canadian Environmental Law Association (CELA)Implementation/ SI/ Consulting PartnerEnvironmental law association that partnered with Earthroots on multiple legal actions including the 2020 challenge against Bill 197 and the September 2021 Ontario Divisional Court victory affirming public consultation rights under the Environmental Bill of Rights.
• Ontario NatureminorStrategic or Co-development PartnerConservation organization that has partnered with Earthroots on multiple campaigns including opposition to Bill 229, the Bradford Bypass court challenge, and species at risk advocacy.
• Teme-Augama AnishnabaicoreStrategic or Co-development PartnerIndigenous community whose traditional territory includes the Temagami region. Earthroots has stood in solidarity with this community since the 1987-1989 Red Squirrel Road blockades, supporting Indigenous land rights and co-developing advocacy strategies for old-growth forest protection.
• Grassy Narrows First Nation (Asubpeeschoseewagong Anishinabek)coreStrategic or Co-development PartnerEarthroots has supported this First Nation's frontline resistance to industrial logging and advocacy for mercury contamination cleanup. Collaboration has included amplifying voices, sharing resources, helping raise public awareness, and joint submissions for environmental assessments.
• Environmental DefenceminorStrategic or Co-development PartnerEnvironmental organization that partnered with Earthroots in coalition against the Bradford Bypass highway and other environmental protection rollbacks.
• Rescue Lake Simcoe CoalitionminorStrategic or Co-development PartnerCoalition partner in the 2023 successful Federal Court challenge against the Bradford Bypass decision.
• OPIRG TorontominorStrategic or Co-development PartnerPartner in the Tools for Change program (2010-2014) that developed workshops helping concerned citizens develop skills to advocate for social, economic, and environmental justice. 400 people attended workshops by 2014.
• Greenpeace CanadaminorStrategic or Co-development PartnerCo-developed the Tools for Change program with OPIRG Toronto and Earthroots to build citizen advocacy capacity.
• Council of CanadiansminorStrategic or Co-development PartnerPartnered with Earthroots on the 2010 water justice rally at Queen's Park and the 2017 open letter to Prime Minister Trudeau and Premier Wynne calling for a medical treatment centre in Grassy Narrows.
• Amnesty International CanadaminorStrategic or Co-development PartnerPart of the 2017 coalition with Earthroots, Council of Canadians, CUPE Ontario, and David Suzuki Foundation calling for justice for Grassy Narrows mercury poisoning victims.
• David Suzuki FoundationminorStrategic or Co-development PartnerPartner in coalition advocacy opposing Bill 229 and calling for justice for Grassy Narrows First Nation.
• Save the Oak Ridges Moraine CoalitionminorStrategic or Co-development PartnerEarthroots worked with Ecojustice and this coalition to expose and campaign against the dumping of contaminated commercial fill across Ontario and protect the Oak Ridges Moraine.
• Dr. Peter QuinbycoreTechnology or IntegrationLeading old-growth forest ecologist who co-founded the Tall Pines Project with Earthroots in 1988. Quinby's research formally defined ecological characteristics of old-growth pine ecosystems and continues to contribute to Earthroots' scientific work (e.g., 2022 virtual event on Ontario's old-growth forests).
• Michael HenrycoreTechnology or IntegrationOld-growth forest expert and co-author of the book 'Ontario's Old-Growth Forests'. Co-hosted a 2022 virtual event with Earthroots Chair Gord Miller providing scientific perspective on Ontario's old-growth forests.
• Greenbelt GuardiansminorStrategic or Co-development PartnerVolunteer organization that Earthroots partnered with in 2023 to stop destruction of farmland and natural areas in the Ontario Greenbelt. Coordinated 'Land Scouts' to monitor threatened lands and launched letter-writing campaigns.
• Coyote Watch CanadaminorStrategic or Co-development PartnerPartnered with Earthroots in the 2021 campaign opposing a coyote hunting contest organized by a Belleville gun shop, highlighting threats to at-risk Algonquin wolf.
• Parks CanadaminorStrategic or Co-development PartnerPublished the report 'Conserving the Eastern Wolf population in La Mauricie National Park' which provides data on the eastern extent of Eastern Wolf habitat into Quebec. Earthroots is attempting to contact Parks Canada staff since both organizations share common purpose in protecting Eastern wolves.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Greenpeace Canada: Canada branch of the global environmental NGO, co-developer of the Tools for Change program with Earthroots. Significantly larger scale and broader mandate but overlapping wilderness and Indigenous-rights advocacy space.
• Nature Conservancy of Canada: Larger, more established Canadian conservation nonprofit with a broader land-secured-area mandate and significantly greater scale. Comparable mission but distinct model (land acquisition vs. advocacy), making it an adjacent broad incumbent.
• Sierra Club Canada: National chapter of the broader Sierra Club with Canadian conservation and advocacy focus. Larger and more diversified than Earthroots but operates in overlapping wilderness and species-protection campaign space.

Direct peers

• Ontario Nature: Ontario-focused conservation nonprofit with overlapping advocacy on species at risk, the Endangered Species Act, and coalition campaigns (Bill 229, Bradford Bypass). Earthroots and Ontario Nature co-partner on multiple Ontario campaigns, making them the closest direct peer.
• Ecojustice: Canada's largest environmental law charity, which has directly represented Earthroots in court (Bill 197, Bradford Bypass). Operates in the same legal-advocacy space targeting Ontario environmental legislation and is a coalition partner on shared cases.
• Wilderness Committee: Canadian conservation nonprofit focused on wilderness protection, particularly old-growth forests. Operates as a comparable grassroots-mobilization, donation-funded advocacy organization in the same environmental nonprofit category.
• David Suzuki Foundation: National Canadian conservation and sustainability nonprofit that has partnered with Earthroots on coalition advocacy, including opposition to Bill 229 and Grassy Narrows mercury justice campaigns. Comparable in mission and donor-supported advocacy model.
• Canadian Environmental Law Association (CELA): Ontario-based environmental law clinic that partnered with Earthroots on the Bill 197 court challenge. Shares the legal-advocacy model focused on the Environmental Bill of Rights and is a comparable small-team, high-impact nonprofit peer.
• Environmental Defence Canada: Canadian environmental advocacy organization that has partnered with Earthroots in coalition against the Bradford Bypass and other Ontario environmental rollbacks. Operates in the same Ontario-focused advocacy and legal-action space.
• CPAWS - Canadian Parks and Wilderness Society: National Canadian conservation nonprofit focused on protected areas and wilderness defense, including the Save Wolf Lake Coalition that Earthroots co-leads. Directly comparable in mission, citizen science use, and Ontario/Boreal campaign focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Earthroots.Coalition
• LinkedInlinkedin.com/company/earthroots
• Instagraminstagram.com/earthrootscanada

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Earthroots Coalition