Will Primos demonstrated a passion for wildlife from an early age. Childhood hunting trips with his father and uncles only intensified his innate interest in wildlife. In 1976, Will started Primos Hunting Calls as a hobby, and today Primos is a major brand in the outdoor industry, providing skillfully crafted calls as well as manufacturing some 450 hunting accessories for the hunting enthusiast. In 1986 Primos started the successful video series entitled The Truth and in 2000 launched two popular television shows, The Truth About Hunting and The Truth About Whitetails.
In addition to his contributions to the outdoor industry, Primos is an energetic supporter of DU. Primos is a DU Corporate Sponsor, and Will has helped DU in numerous other ways, especially in the pursuit of major sponsors and foundation support for the cause of wetlands conservation. He has been unwavering in his support for DU and conservation in general, serving many times as a spokesman, presenter and master of ceremonies at DU events. He has received numerous accolades for his stewardship including the Wings of Innovation Award, Mississippi Hero of Conservation honor, Wetlands Achievement Award, and Silver Teal Award, but Will is most honored by nature's rewards.
"The sights and sounds of wetlands when they are full of ducks is enough of an award for me," Primos said.
Further demonstrating his commitment to conservation, Primos holds a property under a conservation easement and actively encourages others to consider perpetual protection of their recreational lands. The Rivers Run property in Leflore and Humphreys counties in Mississippi was a good wildlife property when Primos acquired it, and through his efforts, it has become an outstanding wildlife property. Primos worked with DU to help restore hundreds of acres of agriculture to bottomland hardwood forests and wetlands.