Project Upland wasn’t always the outdoor community and media house that it is today. What began as a dream in the grouse woods of New England grew roots with founder A.J. DeRosa when he began capturing his grouse hunts in the north country in 2012. A lifelong hunter, he reconnected with this childhood pursuit as deer hunting began to lose its luster.

The award-winning brand began in 2014 as a cinematic short film series capturing the culture of upland bird hunting. From there, Project Upland grew into a network of popular podcasts, a social media community of like-minded hunters, and a highly successful print magazine.

“The goal has always been to leave the uplands better than we found them,” says Creative Director A.J. DeRosa. “Celebrating our culture and passing the torch on to the next generation is key. If we don’t take decisive action now, we risk losing the birds, the habitat, and the culture that is the lifeblood of every bird hunter in North America.”

Inspiring the future generation of upland bird hunters is a crucial part of growing the community. It’s important to not only pass on the time-honored hunting traditions but also the call-to-action for critical conservation issues. Time is running out for many of the upland birds that are revered by this community and the time to act is now.