About WildChoices

WildChoices is a non-profit company dedicated to improving the state of the captive wildlife tourism industry. We assist local and international tour operators, agents, and individual travelers to make informed choices about captive wildlife tourism facilities in South Africa.

FACT: 142 (63%) of the 226 captive wildlife tourism facilities in South Africa, when assessed against industry standards based on sound ethics and good practices, fall into Avoid (Unacceptable).

Our Team

Brett and Gavin were instrumental in the development of the SATSA Captive Wildlife Attractions & Activities Guidelines and Decision Tool as the South African tourism industry standard for ethical captive wildlife tourism.

They founded WildChoices in 2021 to advance their shared goal of improving the state of the global captive wildlife tourism industry, and their website launched in March 2022. WildChoices NPC was incorporated as a South African non-profit company in April 2023 with registration number 2023/705587/08.

Brooke joined WildChoices in April 2023 as a director of the newly incorporated WildChoices NPC.

Gavin Reynolds

Director

Gavin is a dynamic and accomplished business professional with a diverse range of talents and expertise. He has a wealth of experience in the tourism industry and a passion for wildlife and nature. He holds an EMBA from the University of Cape Town’s Global School of Business and more recently completed a short course in Foundations of Animal Law through the Law Faculty at the University of Johannesburg.

Brooke Friswold

Director

Brooke is a wildlife conservation biologist, wildlife education instructor, and elephant researcher with Bring the Elephant Home. She is currently studying the impacts of human presence and management interventions on elephants in Thailand and South Africa as the basis for her research towards her Ph.D.

Brett Mitchell

Director

Brett  is an elephant expert of 25yrs+ and full-time conservationist. He is founder of the Elephant Reintegration Trust and developed a successful model for reintegrating captive elephants back into the wild. He has worked in the tourism industry for over 20 years.

Our Journey

WildChoices NPC (Reg.No.: 2023/705587/08) - Timeline with milestones

2017
August 2017

August 2017

At SATSA’s annual conference, members raise concerns about the proliferation of captive wildlife attractions and activities in South Africa, and the negative impact that unethical facilities might have on tourism and brand South Africa.

2018
May 2018

May 2018

SATSA appoints a Board Committee on Animal Interactions: K L Powers (chair)  P Dros  A Ferry B S Mitchell  H G Reynolds.

October 2018

October 2018

SATSA commissions BDO to develop a set of guidelines for the self-regulation of captive wildlife tourism experiences under the guidance of the Board Committee, and in conjunction with South African Tourism.

2019
November 2019

November 2019 – Publication

SATSA publishes the SATSA Captive Wildlife Attractions & Activities Guidelines and Decision Tool.

2021
August 2021

August 2021

SATSA updates its membership criteria and its MOI to require proof that businesses offering animal interaction adhere to SATSA’s Animal Interaction Guidelines or are in the process of adhering.

November 2021

November 2021 – Founded

Brett Mitchell and Gavin Reynolds, former members of the 2018 SATSA Board Committee and instrumental in the design of the SATSA Captive Wildlife Attractions & Activities Guidelines and Decision Tool, found WildChoices.

2022
March 2022

March 2022 – Launch

22 March 2022 – WildChoices.org launches with a list of 219 captive wildlife tourism facilities in South Africa and their assessment outcomes against industry standards.

March 2022

March 2022 – Blood Lions

23 March 2022 – Blood Lions (www.bloodlions.org) endorses WildChoices and we are featured online by Getaway, Tourism Update and Conservation Action Trust.

May 2022

May 2022 – Foundations of Animal Law

17 May 2022 – WildChoices is referenced in Foundations of Animal Law, a newly launched short learning progamme offered by the Faculty of Law at the University of Johannesburg.

May 2022

May 2022 – The ARK

30 May 2022 – WildChoices joins THE ARK (www.theark.co).

June 2022

June 2022

24 June 2022 – Your African Safari (www.yourafricansafari.com) promotes WildChoices.

September 2022

September 2022

15 September 2022 -Dirty Boots (www.dirtyboots.co.za) promotes WildChoices on their website.

November 2022

November 2022 – Cape Town Tourism

04 November 2022 – Cape Town Tourism promotes WildChoices in a newsletter to its members.

November 2022

November 2022 – SATSA Membership Declined

10 November 2022 – SATSA declines WildChoices membership citing concerns about legal risk.

2023
April 2023

April 2023

21 April 2023 – WildChoices NPC is incorporated as a South African Non-Profit Company with registration number 2023/705587/08.

May 2023

May 2023 – NPO Application

02 May 2023 – WildChoices NPC applies for registration as a Non-Profit Organisation (NPO) with the Department of Social Development.

May 2023

May 2023 – DFFE Wildlife Wellbeing Forum

10 May 2023 – WildChoices joins the DFFE Wildlife Wellbeing Forum launched on 05 May 2023.

May 2023

May 2023 – NPO Registration

26 May 2023 – WildChoices NPC is registered as a Non-Profit Organisation (NPO) with the Department of Social Development, Registration No.: 292-538 NPO

May 2023

May 2023 – Bank Account

26 May 2023 – WildChoices NPC opens a bank account with Investec Private Banking.

June 2023

June 2023 – PBO Application

02 June 2023 – WildChoices NPC applies for registration as a Public Benefit Organisation (PBO) with the South African Revenue Service (SARS).

June 2023

June 2023 – Spirit of Africa

06 June 2023 – Spirit of Africa (www.spiritofafrica.co.za) becomes the first South African DMC & Tour Operator to officially endorse WildChoices.

June 2023

June 2023 – Website

30 June 2023 – Our new website goes live.

July 2023

06 July 2023 – Roadshow & Fundraising Campaign

6 July 2023 – We announce our 2023 roadshow and launch our fundraising campaign to the industry.

July 2023

Animal Law Project

12, 18 & 20 July 2023 – WildChoices participates in the Animal Law Project, spearheaded by HSI-Africa, Animal Law Reform South Africa and the South African Institute for Advanced Constitutional, Public, Human Rights and International Law (a centre of the University of Johannesburg), which aims to seek input from various animal protection stakeholders towards developing a stronger animal protection framework in South Africa and ultimately proposing a new law which is aligned with our constitutional dispensation and values.

July 2023

July 2023 – PBO application approved

25 Jul 2023 – Our application for PBO status is approved with Exemption Reference Number 930078866. Tax exempt status is granted with effect from 21 April 2023, and 18A status is granted with effect from 25 July 2023.

View our tax exemption status at https://www.sars.gov.za/businesses-and-employers/tax-exempt-institutions/approved-section18a-pbos/

August 2023

Aug 2023 – delivery of sponsored vehicle

14 Aug 2023 – We take delivery of our sponsored vehicle from Toyota SA!

August 2023

Aug 2023 – roadshow kicks off

18 Aug 2023 – Our roadshow kicks off in Cape Town