The Fur Institute of Canada (FIC) is now an official rodeo sponsor, looking to educate fans about fur in general and in particular about its brand Canadian Seal Products. In return, bull rider Benjamin Shaw gets to put his life on the line without the added worry of paying to compete and travel between venues.
Widely known as the national voice for Canada’s fur sector, the FIC also represents the sealing industry through the Seals & Sealing Network. The SSN unites the country’s commercial and Indigenous seal harvesters, processors, manufacturers and retailers to promote high-quality and sustainable seal oil, meat and fur. This it does via its two brands: Canadian Seal Products and Proudly Indigenous Crafts & Designs.
Fixture of Rural Communities
Western culture is growing in popularity across Canada, with such events as bull riding, bronco riding (bareback and saddled), and trick riding, against a backdrop of musical performances and kitchen parties.
“Rodeos, agricultural fairs and Western festivals are a fixture of rural communities, much like Canada’s fur and sealing sectors,” says FIC’s Executive Director Doug Chiasson. “Benjamin brings determination, discipline and perseverance to his sport – qualities which make us proud to support him while spreading the word about fur and seal products.”
FIC’s sponsorship deal kicked off on July 29 at the Expo agricole de Saint-Hyacinthe in Quebec, and most recently came to Nova Scotia for the Sept. 24-27 Cape Breton Pro Rodeo in Sydney.
Debut of FIC/CSP Booth
Aside from providing a change of scenery from Quebec Province, the Cape Breton festival also marked the debut of CSP’s very own information booth. Manned by Catherine Moores of Carino, visitors learned all about Canada’s sealing sector, including its communities and their wide range of clothing, oil and food products.
“Cape Breton is a natural place for us to connect with people who understand the importance of rural communities, tradition and the sustainable use of Canada’s natural resources,” says Chiasson. “We’re excited to support the Cape Breton Pro Rodeo, cheer Benjamin on in the arena, and meet people from across Atlantic Canada throughout the weekend.”
By partnering with Benjamin Shaw, CSP will gain visibility at such festivals both through its information booth, and also via its branding on Benjamin’s competition vest and trailer, and photos and videos documenting his experiences on the rodeo circuit.
The Man Himself
Originally from the Gaspé Peninsular and now based in Montreal, Benjamin, 24, came to bull riding after serving in the Canadian Armed Forces. Drawn to the sport’s intensity and constant demand for improvement, he gained recognition in 2025 by winning the Jackpot at Ranch Gagnon and BullMania in Sorel-Tracy.
“Having the support and trust of the FIC and CSP makes a meaningful difference as I continue competing and developing as an athlete,” says Benjamin. “Rodeo has a long history in Canada, and so do the fur and sealing sectors, so this is a great opportunity to bring these two parts of our heritage together.”
Benjamin rode twice in Cape Breton, on 1,800-lb bulls called “Chilly” and “Equalizer”. In what was just another day at the office for a bull rider, Chilly managed to smash his free hand against the chute before the gate had even been opened!
Truly, bull riding is not a sport for the faint of heart, so we hope the celebrities Benjamin got to rub shoulders with helped make up for it!
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