The Wildlife Friendly Enterprise Network works with its members to promote wildlife conservation through facilitation of responsible production practices, enterprise development, education and branding.

• We seek to mainstream the concept of wildlife friendly enterprise and products via the Certified Wildlife Friendly™ logo.

• We set the standard for wildlife friendly enterprise around-the-world by subjecting Certified Wildlife Friendly™ goods and services to stringent peer review and by requiring that members adopt best practices.

• We assist members to reach new and dynamic markets and to achieve a fair price for wildlife friendly products.

• We advocate for the production of high quality goods and services that deliver measurable improvements for wildlife in wild places.

• We promote community-level economic development and poverty reduction by linking incentives and income opportunities to the adoption of conservation practices.

• We require systematic monitoring and evaluation to ensure conformity with our mission.

• We value local expertise in devising workable solutions and strategies and recognize that local investment is essential for the success of wildlife friendly enterprise.

• We believe in the power of the educated consumer to change the world. We work towards changing attitudes and behavior through effective and compelling stories, branding and marketing.