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WILD IDEAS (Pvt) Ltd was established in 1993 and is owned by Dick Pitman and Sally Wynn, both of whom have extensive experience in wildlife and wilderness conservation, bush travel, tourism, environment, authorship and publishing.

Besides trading as ZIM4x4, the company also provides professional services in respect of tourism marketing and environmental consultancy.

WILD IDEAS (Pvt) Ltd is registered with the Zimbabwe Tourism Authority (ZTA registration no. ITO 0423) and is a member of the Safari Operators Association of Zimbabwe (SOAZ).

ZIM4x4 is a partner in WildZambezi, which encourages responsible travel to the Zambezi Valley and Lake Kariba areas of Zimbabwe.

WILD IDEAS and ZIM4X4 support The Zambezi Society, established in 1982 to conserve Zambezi Valley ecosystems, wildlife, and wilderness quality. Sally Wynn acts as the Society's information and communications officer.