Just as the sugary beverage industry supports initiatives to increase physical activity, the gun industry has found a new cause: suicide prevention. The Associated Press reports that a new initiative by the National Sports Shooting Foundation, the trade association of gun manufacturers, and the American Foundation for Suicide Prevention, seeks to use gun stores and shooting ranges to reach people at risk of suicide. “As with most relationships, we had to get to know one another a bit. We had to see that they were serious, and I’m sure that they had to see that we were not going to be gun control activists,” said Robert Gebbia, CEO of the American Foundation for Suicide Prevention. “We’re interested in not taking guns away, but in limiting access by those who have serious mental health problems and are at risk.” It’s all about practicing safe storage, he said.