<SEC-DOCUMENT>0001214659-23-005957.txt : 20230426
<SEC-HEADER>0001214659-23-005957.hdr.sgml : 20230426
<ACCEPTANCE-DATETIME>20230425173613
ACCESSION NUMBER:		0001214659-23-005957
CONFORMED SUBMISSION TYPE:	PX14A6G
PUBLIC DOCUMENT COUNT:		1
FILED AS OF DATE:		20230426
DATE AS OF CHANGE:		20230425
EFFECTIVENESS DATE:		20230426

SUBJECT COMPANY:	

	COMPANY DATA:	
		COMPANY CONFORMED NAME:			STURM RUGER & CO INC
		CENTRAL INDEX KEY:			0000095029
		STANDARD INDUSTRIAL CLASSIFICATION:	ORDNANCE & ACCESSORIES, (NO VEHICLES/GUIDED MISSILES) [3480]
		IRS NUMBER:				060633559
		STATE OF INCORPORATION:			DE
		FISCAL YEAR END:			1231

	FILING VALUES:
		FORM TYPE:		PX14A6G
		SEC ACT:		1934 Act
		SEC FILE NUMBER:	001-10435
		FILM NUMBER:		23846034

	BUSINESS ADDRESS:	
		STREET 1:		1 LACEY PLACE
		CITY:			SOUTHPORT
		STATE:			CT
		ZIP:			06490
		BUSINESS PHONE:		2032597843

	MAIL ADDRESS:	
		STREET 2:		1 LACEY PLACE
		CITY:			SOUTHPORT
		STATE:			CT
		ZIP:			06490

FILED BY:		

	COMPANY DATA:	
		COMPANY CONFORMED NAME:			Mercy Investment Services, Inc.
		CENTRAL INDEX KEY:			0001699865
		IRS NUMBER:				263224636
		STATE OF INCORPORATION:			MO
		FISCAL YEAR END:			0630

	FILING VALUES:
		FORM TYPE:		PX14A6G

	BUSINESS ADDRESS:	
		STREET 1:		2039 NORTH GEYER ROAD
		CITY:			ST. LOUIS
		STATE:			MO
		ZIP:			63131
		BUSINESS PHONE:		314-909-4609

	MAIL ADDRESS:	
		STREET 1:		2039 NORTH GEYER ROAD
		CITY:			ST. LOUIS
		STATE:			MO
		ZIP:			63131
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<P STYLE="margin: 0">&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0">April 25, 2023&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0">&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0">To Sturm Ruger &amp; Co., Inc. Stockholders:&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0">&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify">CommonSpirit Health, along with co-filers including
the Adrian Dominican Sisters, Peace Health, Sisters of the Holy Names of Jesus and Mary (US Ontario Province), Sisters of the Holy Cross
(Indiana), Sisters of Bon Secours USA, Mercy Investment Services, The Domestic and Foreign Missionary Society of the Protestant Episcopal
Church, Bon Secours Mercy Health, Congregation of St. Joseph (OH), Daughters of Charity (Province of St. Louise), Sisters of St. Francis
of Philadelphia, Dominican Sisters of Sinsinawa, School Sisters of Notre Dame Cooperative Investment Fund, and Trinity Health (together,
the &ldquo;Proponents''), urge stockholders to vote FOR Item 6 (the &ldquo;Proposal&rdquo;) at the Sturm Ruger &amp; Co., Inc. (&ldquo;Ruger&rdquo;
or the &ldquo;Company&rdquo;) annual stockholder meeting on June 1, 2023.&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify">&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify">The Proposal asks Ruger&rsquo;s Board of Directors
to issue a report, at reasonable expense and excluding proprietary information, assessing whether Ruger&rsquo;s advertising and marketing
practices may pose financial and/or reputational risks sufficient to have material impacts on the Company&rsquo;s finances and operations
due to levels of gun violence.&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify">&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify"><B>Resolved: </B>Shareholders of Sturm Ruger &amp;
Co., Inc. (&ldquo;Ruger&rdquo;) request that the Board of Directors issue a report, at reasonable expense and excluding proprietary information,
assessing whether Ruger&rsquo;s advertising and marketing practices may pose financial and/or reputational risks sufficient to have material
impacts on the company&rsquo;s finances and operations due to levels of gun violence.&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify">&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify"><U>In summary, the Marketing Risks Report requested
by the proposal would:</U>&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify">&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0 0pt 0.75in; text-align: justify"><FONT STYLE="font-family: Symbol">&middot;</FONT><FONT STYLE="font-family: Times New Roman, Times, Serif">&nbsp;&nbsp;&nbsp;&nbsp;Provide
all stakeholders, including investors, with critical information regarding the Company&rsquo;s material risks related to its marketing
and advertising practices, including unpaid marketing such as third-party marketing through social media sites or product placement in
unaffiliated entities;&nbsp;</FONT></P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0 0pt 0.75in; text-align: justify"><FONT STYLE="font-family: Symbol">&middot;</FONT><FONT STYLE="font-family: Times New Roman, Times, Serif">&nbsp;&nbsp;&nbsp;&nbsp;Bolster
shareholder confidence regarding the Company&rsquo;s governance and risk management structures related to marketing practices; and&nbsp;</FONT></P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0 0pt 0.75in; text-align: justify"><FONT STYLE="font-family: Symbol">&middot;</FONT><FONT STYLE="font-family: Times New Roman, Times, Serif">&nbsp;&nbsp;&nbsp;&nbsp;Demonstrate
leadership in corporate accountability and oversight of material risks related to marketing.&nbsp;</FONT></P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin-top: 0pt; margin-right: 0; margin-bottom: 0pt; text-align: left">&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify">The report, especially if conducted by a third-party
auditor, will help Ruger determine if and where it has potential material marketing risks - risks for which firearms manufacturers are
not protected under applicable state consumer protection laws.<SUP>1</SUP>&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify">&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify"><B>The Company Lacks Adequate Risk Management
Structures to Oversee its Marketing Practices</B>&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify">&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify">Ruger has no formal process or policy governing
the oversight of its marketing practices despite the fact that consumer marketing and promotions are increasingly the subjects of major
lawsuits being brought against firearms companies. This is a significant legal risk that could impact all shareholders. As a first step,
the Company needs to understand how its marketing may create risks for its business.&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify">&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0">_____________________________</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0"><FONT STYLE="font-size: 10pt"><SUP>1</SUP></FONT> h<FONT STYLE="font-size: 10pt">ttps://www.mass.gov/news/ag-healey-gun-manufacturers-and-dealers-are-not-exempt-from-state-consumer-protection-laws</FONT></P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0">&nbsp;</P>

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<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0"></P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0">&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify">Ruger claims that the Board Risk Oversight committee
bears responsibility for marketing oversight and that it receives reports from senior management, yet this is not explicitly articulated
in the responsibilities listed in the Risk Oversight Committee charter<SUP>2</SUP>. Importantly, investors are not able to assess the
risk that marketing practices may pose to their investments because these reports are not disclosed to shareholders; therefore, as a second
step, they should be made available to shareholders.&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify">&nbsp;&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify"><B>Ruger appears not to be monitoring its direct
and indirect marketing and how it may expose the Company to legal and financial risks, particularly related to gun violence incidents.&nbsp;</B></P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify">&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify">In a July 2022 U.S. House Oversight Committee
Hearing on the Practices and Profits of Gun Manufacturers, Ruger CEO Christopher Killoy conceded that Ruger only learns of violent events
associated with its products &ldquo;through its &lsquo;customer service department,&rsquo; the media or from occasional lawsuits.&rdquo;<SUP>3</SUP>
This lack of monitoring gives rise to concern that gun violence risks stemming from the marketing and sale of its products, whether directly,
or by third parties, are also not being explicitly monitored by the Company. We note that shareholders filed a proposal in 2022 requesting
a Human Rights Impact Assessment (HRIA) that, if conducted, would have included an assessment of how marketing practices might influence
the risk of firearms misuse. Although 68% of shareholders supported the proposal, the Company has not performed the requested assessment.&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify">&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify">While the Company shared self-selected direct
marketing materials with the Proponents, including general marketing emails, the full range of Ruger&rsquo;s marketing and promotions
materials was not shared with shareholders. Also unknown is how Ruger products are marketed by suppliers and how these activities and
content are tracked and assessed for their potential to incite gun violence.&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify">&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify"><B>The recent Remington settlement with the Sandy
Hook Families set a precedent for other lawsuits that are currently being brought in subsequent mass shooting cases.&nbsp;</B></P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify">&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify">The marketing of firearms to civilians has come
under tremendous scrutiny since the families of Sandy Hook settled with Remington over dangerous marketing believed to have influenced
the shooter to commit the most deadly school shooting in U.S. history.<SUP>4</SUP> Plaintiffs successfully made the case that hyper masculine
advertising for Remington&rsquo;s Bushmaster AR-15 - &ldquo;Consider your man card reissued&rdquo; -&nbsp; glorified assault rifles and
targeted at-risk young males, including through product placements in violent video games. This lawsuit opened the doors for victims of
subsequent mass shootings, including the Highland Park shooting and the Uvalde school massacre, to file suit against firearms manufacturers
for harmful marketing practices that contributed to the atrocities.<SUP>5</SUP> These lawsuits make clear that the Protection of Legal
Commerce in Arms Act (PLCAA) will not shield a company found to be contributing to gun violence through its marketing practices.&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify">&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0">_____________________________</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0"><SUP>2</SUP> https://www.ruger.com/corporate/PDF/RiskOversightCommittee.pdf</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0"><SUP>3</SUP> https://www.cnbc.com/2022/07/27/gun-companies-made-1-billion-off-assault-weapons-over-10-years-house-panel-says.html</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0"><SUP>4</SUP> <FONT STYLE="background-color: white">https://www.nytimes.com/2022/02/15/nyregion/sandy-hook-families-settlement.html&nbsp;</FONT></P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0"><SUP>5</SUP> https://www.cnbc.com/2022/10/06/gun-companies-sued-over-mass-shootings.html</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0">&nbsp;</P>

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<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0"></P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0">&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify">Ruger has admitted that its marketing has come
under scrutiny through litigation. In Ruger&rsquo;s 10-Q report for the quarter period ended October 1, 2022, the Company listed in its
&ldquo;contingent liabilities&rdquo; two relevant lawsuits - a suit filed by the Mexican government (dismissed) and one filed by the city
of Gary, IN, that &ldquo;alleges, among other claims, negligence in the design of products, public nuisance, negligent distribution and
marketing, negligence per se and deceptive advertising.&rdquo;<SUP>6</SUP> This case has been in various states of litigation since 2009.&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify">&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify">On March 14, 2023, Ruger became the target of
yet another lawsuit over its marketing practices, when it was sued by the family of a victim of the March 2021 Boulder, CO supermarket
shooting. The suit alleges harmful marketing practices that influenced the shooter in that mass casualty event.<SUP>7</SUP>&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify">&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify">A quick search of YouTube uncovered a disturbing
video<SUP>8</SUP>, seemingly glamorizing a dark side to Ruger firearms<SUP>9</SUP>. A Google search of video games and Ruger firearms
uncovered an example in <I>Call of Duty: Black Ops Cold War<SUP>10</SUP></I> wherein players can select at least two Ruger-style firearms.<SUP>11</SUP>&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify">&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify">Having a clear understanding of how and where
Ruger&rsquo;s products and/or branding are being featured in advertising and promotions is critical if the Company is to avoid these serious
legal, financial and reputational risks. Only through a comprehensive assessment and disclosure of the full range of its direct and indirect
marketing and promotional activities will this information become available.&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify">&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify"><B>Summary Statement</B>&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify">As of April 1st, there had been more than 130
mass shootings in the U.S. in 2023, including yet another school shooting with an AR-style weapon, this time in Nashville, which resulted
in the deaths of three children and three adults. Along with the expected calls for tighter federal gun control legislation, these events
rightfully invite public scrutiny around firearms manufacturers&rsquo; roles and responsibilities to mitigate the risks of gun violence.
Without a complete and unbiased assessment of its marketing practices, Ruger will not be able to accurately gauge its related risks. As
a result, Ruger will be exposed to further, and potentially more significant, litigation if one or more of its firearms is used in another
high-profile mass shooting. Where state laws protect the consumer from unfair marketing, future gun-related mass casualty events will
focus on the make and model of the weapons used and marketing strategies associated with those products. Resources invested in understanding
the Company&rsquo;s marketing risks now would likely help protect the Company going forward.&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify">&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify">Proponents of the successful 2022 proposal requesting
a Human Rights Impact Assessment believe that Ruger has an obligation to respond to its shareholders. Marketing practices could be assessed
as part of a comprehensive HRIA, but absent such an assessment, an unbiased review and report on Ruger&rsquo;s marketing practices is
essential for investors to understand the potential risks and to protect long-term shareholder value.&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify">&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify"><B>Proponents urge your support for this proposal</B>.</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify"><I>&nbsp;</I></P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0"><I>_____________________________</I></P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0"><I><SUP>6</SUP></I> https://www.ruger.com/corporate/PDF/10Q-2022-10-01.pd</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0"><I><SUP>7</SUP></I> <FONT STYLE="background-color: white">https://apnews.com/article/colorado-supermarket-shooting-lawsuit-gun-maker-ruger-b78a272993615b32dc233a445c2dbbca&nbsp;</FONT></P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0"><I><SUP>8</SUP></I> <FONT STYLE="font-size: 10pt">https://www.youtube.com/shorts/av3USVoQUzQ<FONT STYLE="background-color: white">&nbsp;</FONT></FONT></P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0"><I><SUP>9</SUP></I> <FONT STYLE="background-color: white">https://www.youtube.com/shorts/av3USVoQUzQ&nbsp;</FONT></P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0"><I><SUP>10</SUP></I> <FONT STYLE="font-size: 10pt">&nbsp;https://www.imfdb.org/wiki/Call_of_Duty:_Black_Ops_Cold_War</FONT></P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0"><I><SUP>11</SUP></I> https://www.imfdb.org/wiki/Call_of_Duty:_Black_Ops_Cold_War</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0"><I>&nbsp;</I></P>

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<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0">&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify"><I>The filer of this document is Mercy Investment
Services, Inc. 2039 N. Geyer Rd., St. Louis, MO 63131</I>&nbsp;</P>

<P STYLE="font: 10pt Times New Roman, Times, Serif; margin: 0pt 0; text-align: justify">&nbsp;</P>

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