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Farrier Industry Report

A newsletter of the Farrier Industry Association - April 2017

A Message from FIA President Dan Bradley...

Hello to all of the FIA members.  Wow! Our new year has started off in fine style. The 2017 AFA Convention in Arlington, Texas was a great success.  The MarketPlace was a sold out affair with many compliments from both farriers and participating exhibitors.  Now is the time to look forward to the 2018 AFA Convention in beautiful Reno, NV.  There will be a limited number of booths so plan an early commitment for being there in Reno.  I know all will have a great time.

The FIA Board for 2017 is ready to start the new year with enthusiastic vigor.  Here are your Board of Directors for your FIA.

I, Dan Bradley as your President, what an honor!

Allen Horton returns as your Vice President and also Chairman of the By-Laws Committee

Audrie Salsbury returns and takes over Elections Chairman from her father Lee Green.  After serving for 30 years, Lee has decided to step down.  Thank you Lee for your service.

Susan Thomas is our new Treasurer.  Susan brings a wealth of knowledge and common sense to the Treasurer position.

Cathy Wiegers has taken over the remaining board term of Erin Baayen. Cathy is also the Membership Chairman.

Emily Bull retains her position and is a huge asset to the MarketPlace and the Convention Committees.

Rob Michel is a new BOD member and is the Chairman of the Marketing/Business Conference Committee.  Rob brings in a fantastic amount of corporate knowledge and will bring in vast information to the FIA.

Christine Meader retains her BOD position with a helping hand to anyone of us who need a little advice on issues.  

There is your Board of Directors for 2017.  Any questions, suggestions or comments, please feel that your BOD are there for you.  We have an open door policy, so contact anyone you wish.  We are all here for the FIA.

Okay, off to a great start for 2017.  I look forward to the rest of this year and have great expectations for 2018.


Dan Bradley

MarketPlace Report
Emily Bull, Chair

Wow!! What an incredible 46th Annual AFA Convention and FIA MarketPlace we just had in Arlington, Texas! It's been about 9 years since I have experienced a Convention like this one. The enthusiasm among the 600+ attendees- the pride and camaraderie in the Competition- words just cannot describe how great it felt! It's great to see the AFA is back!  FIA's Account Executive, Jean Weiss, wrote a MarketPlace summary below for the AFA Newsletter that I wanted to share with you as well.  See you in Reno in 2018!!

The Farrier Industry Association’s MarketPlace was rockin’ at the 46th Annual AFA Convention in Arlington, Texas!

It was the largest MarketPlace in years with 113 total booths sold to 78 companies and supported by 225 exhibitors. Exhibitors came from local Texas companies, across the US and, internationally from 9 other countries including Australia, Canada, France, Italy, China, South Korea, Denmark, Holland, and the UK. We thank and appreciate all those companies who exhibited and showcased their products and services! You can find more information about each exhibitor and FIA Member on the “Find a Member” tab on FIA’s website at:  www.farrierindustry.org.  

Festivities kicked off for exhibitors and members on Wednesday afternoon with an FIA Membership Meeting and Cocktail Reception for exhibitors and members only held in the MarketPlace Center Lounge. This was a chance to unwind and socialize at the end of a long move-in and set-up day, and to host the FIA’s annual membership meeting. FIA Board members whose terms end in 2017 were honored including FIA’s treasurer Joe Serafini of Castle Plastics, FIA Vice President Allen Horton of FPD, and board members, Emily Bull of Monetta Farrier Specialties and Lynne Meyers of Vettec, Inc. Elections chair Lee Green, who has retired his 30+ year volunteer position was honored for his long-time service and dedication to the FIA. New FIA Board members were elected and include: Allen Horton returning as Vice President; new Treasurer Susan Thomas of Montana Farrier Supply; returning board member, Emily Bull; and new Board member, Rob Michel of Oleo Acres Farrier Supply.

The MarketPlace started off bright and early on Thursday morning with an exhibitor breakfast, followed by the Opening Reception for all attendees for the first session of the MarketPlace where all registered convention attendees were treated to a complimentary sponsored breakfast. With a backdrop of red, white, and blue representing the host chapter and the Texas flag, the MarketPlace was packed with farriers eager to try out and purchase the newest and best in farrier products and services! Another very full session of the MarketPlace was held on Thursday afternoon with a sponsored cash bar, and MarketPlace wrapped up with another full house for an extended session on Friday.

One of the most popular activities in the MarketPlace is the raffle drawings held during each MarketPlace session. Farriers were given color-coded raffle tickets at registration for each session which they dropped at the FIA booth in the Center Lounge. Random drawings were held for thousands of dollars in products and gift certificates donated by exhibitors with multiple lucky farrier winners during each session.

In addition to all our exhibitors, the FIA would like to thank all of our very generous MarketPlace event sponsors and raffle donors. The FIA could not put on such a quality event for the AFA Convention without their support:

Castle Plastics, Inc.; Dechra Veterinary Products; Delta Mustad Hoofcare Center; Diamond Farrier Company; Farrier Product Distribution, Inc.; Hoof Solutions; Kahn Forge, Inc.; Montana Farrier Supply; Nature Farms Farrier Supply; SAMICK THK CO., LTD; Save Edge®; Texas Farrier Supply; The Shoein' Shop; Thoro'Bred Inc.; VFT Denmark by Berger's Smedie; VICTORY; Visby Products; W-Brand Products; Well-Shod; and Vettec, Inc.

RAFFLE DONORS: ADM Animal Nutrition; Anvil Brand Shoe Company; Badger Built, LLC; Bassoli; Buddy Aprons; Bulldog Tools; Castle Plastics, Inc.; Diamond Farrier Company; Double Bar One Inc.; Farrier Product Distribution, Inc.; G.E. Forge & Tool; Grand Circuit Products, LLC; Hanton Horseshoes; Hoof Solutions; Horse Science; Indian Creek Forge, LLC; Kahn Forge, Inc.; Monetta Farrier Specialties; Nature Farms Farrier Supply; Rusty Brown Enterprises; Sandbox Finishing Systems; Scott Anvils; Stockhoff's Horseshoes and Supplies; Thoro'Bred Inc.; Thrivent Financial; VFT Denmark by Berger's Smedie; VICTORY; Visby Products; Walker Farrier Supply, LLC

The FIA would also like to thank the Convention Planning Chairs and Committee, the AFA Staff, the FIA MarketPlace Committee, and the host chapter, Texas Professional Farriers Association. The FIA and AFA have a great working relationship and a long-time commitment to bringing you the best AFA Convention and FIA MarketPlace experience, and it could not be done without the tireless work of so many behind-the-scenes volunteers and staff.

We look forward to seeing you at the 47th Annual AFA Convention & FIA MarketPlace to be held at the Silver Legacy Resort & Casino and the Reno Events Center in Reno, Nevada on February 26-March 2, 2018!

If you are interested in exhibiting in 2018, please contact the FIA Office at info@farrierindustry.org or 601-924-3495. Exhibitor registration packets will go out in late summer.


Thank you to everyone who has renewed for 2017. Your support is greatly appreciated! If you haven't had a chance to renew yet, click here to download a membership form, 
or renew online.

Grants Program
Audrie Salsbury, Chair     


The FIA Board recently voted to increase the number of member grants from 4 to 6 per year.  Three grants will be awarded in each half of the year. Grants may be used for sponsorship of coffee and donuts at a clinic, open house, or other customer event. 

Grants have already been awarded to three members for the first half of the year: Double Bar One, Valley Farrier Supply and Rafter V Farrier Supply.  

Members who have clinics or events any time from July - December may now apply for a grant.  Download an application form for more information and guidelines.

Click here for grant application.

Business to Business

Turn Goof-ups Into Gold
by Bill Collier

Every company makes mistakes from time to time. The difference between companies is not whether they make mistakes. The difference lies in what a company does about it when it makes a mistake. I’ll proclaim that each mistake is an opportunity if the mistake affected a customer.

Some companies have a culture of blame, assigning blame to anyone or anything other than themselves. If the error affected a customer, they might correct the outcome but act like they’re doing the customer a favor when they do it. Other companies immediately spring into action to correct mistakes. They apologize. They might also offer the customer something extra to show they’re serious. This is a culture of accountability: “Fix the problem to the customer’s satisfaction.” Words like “fault” and “blame” aren’t in their vocabulary.

Clearly, this is where you want to be. Many companies, maybe most, are there. But I’m suggesting you kick it up a notch and turn costly mistakes into profitable occurrences.

Let’s say Bob’s Computer Repair gets a call from its main contact at Bigco Inc. reporting that Bob’s shipped Bigco’s repaired monitor but didn’t return the power cord. Bob’s has a culture of accountability, so the rep apologizes, arranges to have it shipped right away and offers to credit the account to make up for the aggravation. So far, so good. Even though the rep did everything exactly right, most of Bob’s competitors would do the same, so it was good but not extraordinary.

What if Bob’s takes the time to fix the root cause of the error? Now the business begins to separate itself from its busy competitors who, as soon as the customer’s problem is resolved, get back to their hectic routine. This is the first way to profit – by driving repeat mistakes out of your business and enjoying the resultant productivity improvements.

But here’s one more step: Bring the customer back into the loop. What if someone from Bob’s contacted Bigco and it went something like this: “Thank you for bringing your missing power cord to our attention. As a result of this situation, we reworked our procedures. Each product that arrives for service now gets a tag documenting all accessories. During shipping, the tag is matched against the accessories. Nobody should ever fail to get all their accessories back with their equipment.”

Almost nobody does this sort of thing. This level of dedication to quality, customer service and follow-through puts Bob’s in rare company and helps create strong, lifelong customer relationships. We all know the value of customers who are also raving fans. Let’s recap:

1. Acknowledge the error and thank the customer for bringing it to your attention.
2. Immediately correct the problem and make sure the customer is happy. When appropriate, offer a concession.
3. Find and fix the root cause to prevent this error in the future.
4. Let the customer know about the improvement. Regain the customer’s confidence and strengthen the relationship.

We all make mistakes. You may as well profit from yours.

SOURCE:  St. Louis Small Business Monthly
Bill Collier owns Collier Business Advisors LLC and is the St. Louis-area coach for The Great Game of Business. He works with organizations that want to improve financial results, engage their employees and create a winning culture. Bill can be reached at 314-221-8558, GGOBSTL.com or bill@collierbiz.com. - See more at: http://www.sbmon.com/Articles/Article/1118/Turn-Goof-ups-Into-Gold#sthash.agFh3GNT.dpuf

Farrier Industry Association
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T: (859) 233-7411  | Fax: (859) 231-7862

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