January 8, 2014 Bozeman, MT- The Board of Directors for the American Fly Fishing Trade Association (AFFTA), recently voted Tom Sadler, Executive Director of the Outdoor Writers Association (OWAA) as Vice-Chairman. He will assume this position from David Heller, formally with R.L. Winston Rod Co. At the same time, sales representative Michael White has been appointed to the board to fill the open board seat. David Heller has moved into an advisory role with AFFTA.
As a long tenured and respected industry sales representative, Michael White has worked for many companies within our industry. Currently, he represents Simms Fishing Products, Umpqua Feather Merchants and, hunting brand, Sitka Gear in the Northern Rockies. “Michael (Whitey) is a great addition to the AFFTA board. He is well liked and respected throughout the industry. Whitey fills an important industry segment on the board, sales representatives provide a critical function for the continued growth of our industry, I look forward to working with him” said AFFTA President Ben Bulis.
“My focus has always been on being the best business partner for each retailer. I listen, to better understand their goals and objectives and then work very hard to help them execute upon that plan. My favorite times are when I have a chance to collaborate on something new, innovative and exciting with a retailer; particularly when it reaches their customer base. I’ve always believed the relationship between consumer and retailer is the most vital component to grow our industry. Finding new ways to build upon those relationships and, more importantly, forge new ones is a key challenge we all face in the industry. I’m excited to work with AFFTA and believe my experience as a sales representative, meaning always in the middle, will help me see each side of any issue. I trust this perspective will be found mutually beneficial for all parties involved in AFFTA and in our industry” said Michael.