In a historic move, Portland's century-old conservation group, formerly known as Portland Audubon, has cast off its old moniker and rebranded itself as the "Bird Alliance of Oregon." The sweeping name change follows a year-long process, receiving a broad spectrum of community inputs and soul-searching sessions aimed at distancing the organization from John James Audubon's controversial legacy.
Stuart Wells, the executive director of the group, emphasized the change as a pivotal shift in its identity and an act of reckoning with the past. "Our adoption of a new name is one of many steps in our years-long equity journey to create a more welcoming place," Wells said in a statement obtained by OPB. Audubon, a renowned artist and ornithologist was also, a slaveholder who criticized the movement to end slavery claiming the British had "acted imprudently and too precipitously" in freeing enslaved individuals.
The rebranding decision was premeditated, featuring extensive community engagement and internal deliberations. "This is a big change," Wells remarked during the announcement, citing the weight of removing not just 'Audubon' but also 'Portland' from its name to reflect a broader statewide commitment. According to KGW, Wells acknowledged that Audubon's impressive contribution to bird art and science was overshadowed by his racist beliefs.
Moreover, Wells told OregonLive, "It’s really an exciting opportunity for us an organization for us to reintroduce ourselves to the community." He underscored the organization's intention to create a new narrative that fully represents its values and mission without the baggage of its former namesake. The transition to Bird Alliance of Oregon signals a fresh chapter for the group, as it continues its mission to champion conservation and appreciation of Oregon's avian populations.
