AFTCO

Conservation has been a core value of the American Fishing Tackle Company (AFTCO) for decades. AFTCO’s sustainability policy dictates that durability and long-lasting products are their top priority and will never be substituted. Through its quality-driven product philosophy and conservation ethic, AFTCO has demonstrated its business case for sustainability by attracting and retaining talent and mitigating legal risks.

In 2023, AFTCO sent 61,600 pounds of cardboard and soft plastic from in-house operations to specialized facilities with advanced technology in recycling hard-to-recycle plastics, thereby diverting those materials from landfills.

This large volume of recyclable materials enabled AFTCO to purchase an industrial baler for cardboard & plastics and the baled materials are sold, which offsets the cost of the baler. Although the cost savings evaluation is still ongoing, their decision was primarily driven by an interest in offsetting the environmental costs of landfill waste generated by their production process. This sustainability initiative gives each employee – from the warehouse to the front office – a direct connection to AFTCO’s conservation efforts, and further reinforces the impact that each person can make.

One of the top reasons cited for why folks work at AFTCO is the opportunity to contribute to fishing and resource conservation. During the “Great Resignation,” with nationwide employee turnover at all-time highs, AFTCO’s retention rate averaged 93.4% from 2021 to 2023. AFTCO credits one reason for that success to each employee’s belief that their work is making an impact. By creating a culture around conservation and sustainability, AFTCO is making a positive impact on the environment and its bottom line with more engaged, tenured employees.

In 2021, AFTCO’s biggest retailers actively sought to offer more sustainable products to their consumers. AFTCO responded by providing products made with recycled fabrics and has since doubled its offerings in this category. Today, 65% of polyester sportswear styles offered by AFTCO utilize fabric made with recycled polyester, and they continue to expand that assortment into a fiber sourced from ocean-bound plastic bottles offered by the supplier REPREVE.

In developing its sustainability plan, AFTCO designated an internal team with experience in the field, with their in-house Sustainability Coordinator leading the way. Additionally, engaging with expert consultants is necessary in the process. Casey Shedd expressed high praise for the company they worked with, stating, “Lia Colabello at Planet + Purpose Solutions was a big help to us as we built our sustainability plan. Our final recommendation is to set broad, long-term goals. To do it right, you will need to make changes that impact multiple teams, and having a clear list of priorities will help with that.”

AFTCO also learned some lessons along its journey to becoming more sustainable. The first is to start small and to realize that sustainability is not an all-or-nothing process. Every little bit helps, and the reality is that there is no perfect solution. Second, it is essential to message your impact appropriately and not exaggerate claims. It is especially important to bring in outside expertise to help navigate the language.