SANTA ANA, Ca., January 8, 2026 – Since 1973, AFTCO has worked to protect saltwater species and the habitats they rely on. From 2005 to 2025, AFTCO and the Shedd family have contributed $9+ million to conservation through the 10% Pledge, a commitment to donate at least 10% of annual profits to fisheries conservation and sustainability initiatives.

In 2025 alone, AFTCO donated more than $600,000, continuing a multigenerational commitment that dates back more than 50 years and remains central to how the company operates today.

“The 10% Pledge sits at the core of AFTCO,” said AFTCO President Casey Shedd. “It’s a pledge made by our family, but one that starts and ends with the passionate anglers who purchase AFTCO and make it possible. Your support enabled us to donate over $600,000 in 2025 alone.”

A Legacy Rooted in Responsibility

The origins of the 10% Pledge trace back to Milt Shedd, who believed deeply that those who benefit from the ocean have a responsibility to protect it. That philosophy began taking shape in the early 1970s and was formally established as a company-wide commitment by his son, Bill Shedd, embedding conservation directly into AFTCO’s business model.

Today, the third generation of the Shedd family continues to lead the company with that same long-term vision.

“This consistency and multigenerational belief are among the things that make small, family-owned companies special,” AFTCO President Casey Shedd added. “There is no short-term business justification for this kind of expense, yet I believe it is our most important discretionary spend. The 10% Pledge, and programs like it, carried out by small, family-owned businesses across the country, require passion, independence, and a long-term vision.”

Longstanding Partnerships, Measurable Impact

Over the past two decades, AFTCO’s 10% Pledge has supported conservation across fisheries management, habitat restoration, marine science, and efforts to ensure responsible public access for anglers.

AFTCO’s longest-standing partner is Hubbs-SeaWorld Research Institute, an organization founded by Milt Shedd in 1963. The Shedd family and AFTCO have contributed more than $2 million to support Hubbs’ mission, including the White Seabass Hatchery Program, which has released millions of juvenile white seabass into Southern California waters.

Key Partners and Contributions Include:

• $635,000+ to the Coastal Conservation Association and its habitat arm, the Building Conservation Trust
• $407,395 to the Center for Sportfishing Policy, supporting fisheries policy and advocacy efforts since 2010
• $219,000 to the International Game Fish Association (IGFA)
• $165,000 supporting grassroots Bass Nation club conservation projects
• $100,000 contributed to Captains For Clean Water, raising awareness and pushing for science-based solutions to Florida’s water management issues

These figures do not include the tens of thousands of volunteer hours or millions of dollars in donated product. Notably, AFTCO Chairman Bill Shedd has volunteered over 400 hours annually on conservation and fishing access issues for over 40 years.

AFTCO also supports causes through product donations and volunteer time. AFTCO staff is encouraged to use company time to volunteer with AFTCO’s 10% Pledge partners and dedicate significant time to initiatives such as fish hatcheries, CCA events, and cleanup projects.

A Commitment for the Long Term

Many of AFTCO’s conservation investments support behind-the-scenes efforts that are critical to long-term fisheries health but often go unseen by the public. While new partnerships continue to emerge, the company’s focus remains on building durable, decades-long relationships that deliver lasting impact.

“The 10% Pledge isn’t a campaign or a trend, it’s a long-term commitment rooted in our family’s history, and one we intend to uphold for generations to come. Most importantly, it’s made possible by the anglers who support AFTCO, Marsh Wear, and the products our company has made, past and present.”

For more information about AFTCO’s conservation initiatives and the 10% Pledge, visit https://www.aftco.com/pages/conservation.

About AFTCO

Family-owned and operated by three generations of the Shedd family, the American Fishing Tackle Company (AFTCO) represents unparalleled quality, performance, and reliability when it counts most. Worn across the globe, AFTCO’s fishing clothing is designed to handle the harshest elements. AFTCO products are field tested from our Southern California offices where many of our core saltwater fishing tackle products are still proudly handcrafted and manufactured in our U.S. based machine shop. Marine conservation has been a brand focus since 1973. Through our 10% Pledge to Protect and Conserve, we give 10% of profits back to causes for the resource and angling rights.

Press Contact:

Casey Sandoval
Ecommerce Director
[email protected]