The American Fly Fishing Trade Association (AFFTA) is the sole trade organisation for the fly fishing industry. Over the years, AFFTA has worked hard to grow the industry, all while balancing the tricky task of sustainability and diversification.   In this episode of Anchored, I meet up with Ben Bulis, the organisation’s president, and Matt Smythe, the communications and membership director. We discuss the size of the industry, overseas manufacturers, guide protection, tolerance, inclusion, pro deals, and the pink it and shrink it strategy.