The brand focused on addressing environmental challenges in the St. Lawrence River region is dedicated to eradicating invasive species, particularly the water chestnut. This initiative is spearheaded by St.

Lawrence University Professor Brad Baldwin, who has successfully secured funding for research aimed at mitigating the impacts of invasive species on local fisheries and recreational areas. Engaging the community, the brand offers opportunities for residents to participate actively in preservation efforts, including organized events like the Oswegatchie River Water Chestnut Hand Pull. This hands-on involvement fosters environmental stewardship among citizens while enhancing the ecological integrity of the river.

The brand also communicates vital information through various announcements and services, ensuring that the community is informed and engaged. By emphasizing both education and active participation, this initiative not only protects local ecosystems but also enhances tourism and promotes a deeper appreciation for the natural beauty of the St. Lawrence River