Muck Boots Deals with Consumer Backlash over Facebook Post

Aug 05, 2014

Hundreds of consumers, including farmers, ranchers, hunters and anglers, took to social media recently to express their disgust with The Original Muck Boot Company for reportedly helping raise funds for the Humane Society of the United States (HSUS).

The rage began after Muck Boots shared a photo on its company Facebook page, promoting a fundraiser which appears to have raised more than $2,000 for the HSUS - known for being an ant-agriculture/anti-hunting group. The posts featuring images of Muck Boots staff with some wording was uploaded on August 1.

One image shows a Muck Boots employee hiding behind some of their products (camo boots) while the other photo shows two workers sorting different coloured boots into boxes. The posts have since been removed.

A significant portion of Muck Boots target market is derived from the agriculture and hunting demographic, and for a company to be promoting, let alone raising money for an organization that actively campaigns against those industries, would have any pro-ag/pro-hunting person upset. Discussion boards and social media sites including Facebook and Twitter are quickly filling up with angry comments farmers and hunters, questioning what appeared to be an endorsement.

Muck Boots released a statement August 5, saying “our post inaccurately stated that a donation was made to The Humane Society of the United States (HSUS).” The company goes on to say that family members of an employee who passed away recently suggested that co-workers could donate money to the Humane Association of Northwestern Rhode Island, a local shelter mostly for cats. “They are not affiliated with HSUS as the posts incorrectly stated,” Muck Boots states.

Images of the Facebook posts: