COMMUNIQUÉ I N S I G H T • A N A LY S I S • T R A D E N E W S
New AFFTA Chairman: ‘We need to serve the trade better’
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ew American Fly Fishing Trade Association Chairman Jim Klug (left) has identified the key issues facing the Association and the industry as he prepares to assume his new role after the International Fishing Tackle Dealer show in Denver. Klug, the founder of Yellow Dog Adventures, has told Angling International that whether working with retailers or manufacturers, guides or sales reps, he and his fellow Board members “need to be able to effectively and energetically answer the question ‘What is AFFTA doing for me?’” As AFFTA prepared to open the doors on the inaugral IFTD show, he said: “We need to strengthen and build our annual industry show, focusing on ways to increase participation and attendance, and on increasing benefits for those that do attend, that is, what people are actually getting out of the show! “We now own our own industry show – something that is very exciting for AFFTA and for our membership. We have the ability to create a show format and an overall offering that suits the needs of our members and provides them with the tools they need to improve their businesses and increase their profitability. “AFFTA needs to attract more members from the retail, guide and outfitting side of the industry, and needs to focus on ways that it can be serving these elements of the fly fishing industry in addition to the
manufacturers and vendors that play such a crucial role in our organisation.” In what might be considered a blueprint for the way AFFTA conducts itself and its business, Klug continued: “We need to continue our efforts to make the work of AFFTA and the actions of the Board as open and transparent as possible. From open Board elections to decisions on when and where our annual trade show will be held, we need to conduct our business in an open and democratic way that gives all AFFTA members a say in what is happening. “Finally, we need to focus on new and innovative ways to promote fly fishing to new and potential participants. We will need to take a hard look at the current Discover Fly Fishing programme and figure out a way to inject it with new life and new energy.” AFFTA can be satisfied that much of significance has happened in recent months, including the Board elections for the 2011-2014 term, and a major spike in new members joining the Association. In 2009, six people ran for five open Board seats. Last month, 29 people ran for seven open Board seats. In the past two months, over 40 new member businesses have joined AFFTA as first-time members – the largest percentage increase in years. “We are moving things in the right direction, and look forward to continuing these efforts in the near future,” concluded Klug.
New initiative encourages HARDY IS TOP BRAND fly anglers to be cleaner The Center for Aquatic Nuisance Species (CANS) in the US is calling on the fly fishing industry to throw its weight behind the launch of a new body, the Clean Angling Coalition (CAC). The initiative is, it says, even more important than catch and release. The issue of aquatic invasive species has become very high profile in the last two years, with CANS regularly drawing attention to its impact on every aspect of fishing in its monthly electronic newsletter, Clean Angling News. Felt bans are already changing attitudes to gear; access to fishing is being reduced; new regulations are affecting how anglers fish; and new fees are increasing costs. “In short, aquatic invasive species are damaging our resources and creating new barriers to fishing,” states Clean Angling News. “Now 16
is the time for us to join together.” The single objective of the newly formed CAC is to encourage the widespread adoption of a clean ethic among all anglers. Rod and wader companies, outfitters, fly shops and guides are among those being targeted. Coalition members will be encouraged to promote the message of ‘clean, inspect and dry’ and to use logos and other materials to promote the initiative. Clean Angling News points out that the Coalition is only as strong as its membership, saying: “Aquatic invasive species will have big impacts on fly fishing in the future and we need to join together to support solutions.” To get involved in the Clean Angler campaign and to learn more about the Coalition’s goals and benefits visit www.cleanangling.org.
Angling International October 2010
Hardy has been voted favourite brand in the annual survey conducted among members of Fly Fishing Forums (www. flyforums.co.uk). Second and third positions among fly fishing manufacturers were filled by Sage and Greys respectively. After his winning UK-based company captured nearly a quarter of the votes, Managing Director Richard Sanderson said: “This is great news for such an iconic British brand and a reflection by fly anglers towards the new generation of product the company has been delivering over the years. We take great pride in making sure we listen to the needs of anglers, which makes this result all the more pleasing.” Richard Hewitt, Managing Director of Fish and Fly, said: “The very large audience gathered in our forums is seen by the industry to be knowledgeable, enthusiastic and highly influential. Our annual survey produces a very detailed picture of consumer behaviour and trends and we’re delighted the industry finds this information valuable.” Fish and Fly claims over 450,000 visits and 3.5 million page views each month across its portfolio of websites.