This year marks the 50th anniversary (and 32nd year at Lessiter Media) of American Farriers Journal covering the farrier trade. We’re asking hoof-care professionals for a few words to include in a “From the Audience” section of our coverage – in the December edition.

American Farriers Journal Brand Manager Joanne Volkert shares her thoughts on working with the hoof-care industry as part of AFJ's 50th anniversary.

In my 12 years working with Lessiter Media, I’ve had the pleasure to work with each of our eight publications — American Farriers Journal, No-Till Farmer, Strip-Till Farmer, Cover Crop Strategies, Farm Equipment, Precision Farming Dealer, Rural Lifestyle Dealer and Ag Equipment Intelligence. My role allows me to talk with members of each audience, assisting with subscription questions, coordinating material requests for farrier clinics or ag field days and taking dozens of conference and Summit registrations over the phone.

I’ve worked with ag and farrier schools, associations and groups all with ultimately the same mission as us — educating the hoof care, conservation ag and farm equipment dealer industries.

What stands out most that I’ve come to admire and appreciate are the remarkably hardworking, dedicated men and women who make up the farrier industry.

The farrier industry is a unique blend of polite, blunt professionalism and feisty, hard-headed determination. Farriers are tasked with navigating what can be at times complex relationships between horse owners, trainers and veterinarians, sometimes needing to offer strong opinions on hoof care and corrective work.

Strong opinions stem beyond their professional recommendations for a case, and farriers are not afraid to let you know their thoughts and where they stand. Farriers can be independent-minded and resolute, but when you crack the surface, you’ll find a willingness to give something new a try.

This industry is an impressive group of men and women who have formed the equivalent of a fraternity or sorority. Their loyalty is unwavering and for better or for worse, word travels fast.

These skilled hoof-care professionals work hard for their money, and they don’t spend it frivolously. They love a good deal and value a return on investment. This is apparent when it comes to investing in their continuing education. To that point, the depth at which farriers value their continuing education is unmatched.

Finally, the most unique part of working with the farrier audience is interacting with the non-tech or Amish farriers. In a world reliant on technology for communication and business, our team must rely on and provide information via traditional methods like in-person visits, print materials, mail and in some cases fax to share knowledge.

As we celebrate the 50th anniversary of American Farriers Journal, I’m excited to continue collaborating with this incredibly unique industry to deliver the latest news, trends, and education. Our mission is to support your success, enhance your profitability and ensure the ongoing health of horses’ hooves. It’s a mission we don’t take lightly and feel honored to serve you in this capacity.