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The vision of the company is to improve the quality of life in Newtonmore by supporting, in partnership with local landowners and crofters, the regeneration of native woodlands and maintenance of footpaths in and around the village. From its premises in Newtonmore the trust provides information for visitors about the Wildcat Trail and other walks in the area. The Trust also manages and promotes a popular tourist attraction, the Wildcat Experience, a series of 132 painted model wildcats to be found around the village. Each cat is adopted by a local family or business. The trust activities are managed by an active Board of Trustees who meet at least 4 times a year.