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Beretta USA Introduces First Charter Affiliates of the Beretta Trident Program

ACCOKEEK, MARYLAND — Beretta U.S.A. introduced the first four affiliated sporting venues of the Beretta Trident Program at a special reception for invited guests and press at the Beretta Gallery in New York City on Thursday, May 20th.20100524_2005688

The Beretta Trident Program is a unique, quality rating-system based on an objective assessment of the complete guest experience at a hunting or shooting sports venue. Branded by Beretta, the Trident Program is the first of its kind and requires venues – offering hunting and or shotgun sports – to undergo a detailed and specific assessment of every area that can impact the guest experience.

The first four North American Lodges of the Beretta Trident Program were introduced during the reception; Cheyenne Ridge Signature Lodge in South Dakota, Highland Hills Ranch in Oregon, Pine Hill Plantation in Georgia, and Joshua Creek Ranch in Texas. Each lodge received a “One Trident” rating for excellence in wing shooting.

“From the birds and habitat to guest services and their culinary offerings, these lodges have proved their ability to offer guests an exceptional experience,” said Christopher Merritt, General Manager of Beretta USA when speaking about the lodges. “They are deserving of the Beretta Trident.”

This is one of the rare situations where Beretta, a nearly 500 year-old brand has permitted the name to be used to signify the exceptional quality of another organization. This initiative allows Beretta to significantly increase points of contact with its customers while they are participating in hunting and/or shooting sports. According to Merritt, not only is this an opportunity to connect with their traditional customer, but it is also an opportunity to reinforce the idea of Beretta as a lifestyle brand – and one that is relevant to an even broader customer group.

Jonathan D. Sherrill, co-founder of Sporting Heritage Corp., the organization that conceived and developed the concept, likened the Beretta Trident Program to the Michelin Star system for fine dining, only in this case Beretta Tridents are awarded to signify excellence in a particular hunting or shooting experience. Until now, no such rating-system has been utilized at hunting and shooting venues

The Beretta Tridents will ultimately come to signify for consumers an assurance of the quality of the field sport, the guest services and accommodations. Affiliated sporting venues will co-market and leverage Beretta’s brand equity to differentiate themselves from their competitors and increase both domestic and international market share.

Initially qualifying domestic sporting lodges, offering wing shooting and/or shotgun shooting sports, the program will expand in the next 12 months to include venues in South America, Africa, and Europe with a variety of genres reflecting Beretta’s product segments.

Sporting Heritage Corp., a field sport consultancy is responsible for conducting the evaluations, executing the brand qualification process, and ongoing quality assurance. Venues interested in learning more about the qualification process should contact Jonathan D. Sherrill at Sporting Heritage Corp.

Beretta, established in 1526, is the oldest industrial dynasty in the world tracing its roots through 16 generations of continuous family ownership. Firearms bearing the Beretta name have been sold for almost 500 years. Beretta USA Corp. was founded in 1977 and supplies the standard sidearm to the U.S. Armed Forces. Today, Beretta manufactures, distributes and markets a complete line of firearms, accessories and apparel. Beretta also owns and operates six retail Beretta Gallery stores worldwide. For additional information, visit

Kevin Paulson

Kevin Paulson is the Founder and CEO of His passion for Hunting began at the age of 5 hunting alongside of his father. Kevin has followed his dreams through outfitting, conservation work, videography and hunting trips around the world.

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