New challenges provide new opportunities, and we’ve found a BIG opportunity together with the Adventure Travel Trade Association (ATTA).


“The two “markets,” Outdoor and Adventure Travel, have existed in parallel for years; this despite them often sharing the very same customers says Calill Odqvist Jagusch CEO Light My Fire of Sweden”. This overlap is getting more and more attention, and lots of exciting opportunities lay ahead for both markets!


Representing nearly 1,400 members from more than 100 countries, the ATTA is the big fish in the adventure travel indu-stry. And think, the ATTA’s members serve more than 6 million adventure travelers annually, and have a consumer market outreach of more than 50 million annual guests of its members are being served breakfast, lunch and dinner, year in, year out. Now that’s opportunity.


Single-use products need to be replaced when serving these adventurous travelers. Light My Fire has now become an ATTA member, and together with ATTA will explore what potential solutions we can find to fit this purpose.


About Light My Fire: Based in Sweden, Light My Fire specializes in outdoor accessories that are as practical in the city as they are in the wild. From making fires to eating meals – the products have been taken to heart all over the world by both the backyard and the backwoods survivalist.


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