For 30 years, the Rhino and Lion Nature Reserve has shared its love of wildlife with South Africans and visitors from across the world. But times have changed. We are under the new ownership of the Bothongo Group and are refocusing on animal welfare. As new owners, we have acknowledged that what was acceptable in 1990 when the reserve first opened to the public, may no longer be acceptable in 2019.

"Human beings have always wanted to get up close and personal with wild animals," says Jessica Khupe, Rhino and Lion Nature Reserve Brand Manager. "Understandable as this is, studies have shown that it is not good for animal welfare. Recent campaigns have highlighted the global problem of cub petting and unscrupulous operators both locally and abroad. Simply put, it is not necessary to touch an animal to connect with the importance of wildlife conservation. We'd also like to make it very clear that we are utterly opposed to the abhorrent canned hunting and lion bone trade."

Recently appointed Chief Operations Officer of the reserve, Mike Fynn, explains: "Breeding and rearing animals for the purpose of cub petting and interaction is not only undesirable from an animal welfare perspective, it's also not a sustainable business model. From now on, we will focus on educating the public about wildlife and the importance of conservation. This is why, with immediate effect, we choose to put a stop to cub petting at the Rhino and Lion Nature Reserve and sincerely hope that other facilities responsibly follow suit."

Over the past few months, while under new stewardship, the reserve has initiated a three-year plan to upgrade all of our public facilities, habitats and wildlife enclosures, which will be remodeled around the welfare and wellbeing of our animals. Many of them are species that are endangered thanks to human activity and habitat loss. We dedicate ourselves to our new internal mantra of being a 'nurture reserve'.

In addition, we commit to the following:

• We will strive to maintain a healthy, genetically diverse and contented animal collection, and we will work with local and international institutions and bodies ensuring that we play our part in managing the long-term survival of endangered and threatened species.
• We pledge not to sell or exchange any of our animal family, especially our lions, unless it's to a reputable accredited facility and/or licensed wildlife institution.
• We will breed animals only if this serves a conservation purpose.