American Farriers Journal (AFJ) is among four Lessiter Media publications that are regional finalists in the American Society of Business Publication Editors’ 2025 Azbee Awards of Excellence.
AFJ are finalists in the Data Journalism category for its farrier business practices survey, “Farriers Cut Costs as Gross Income Drops” and in the Group or Company Profile category for its coverage of the Supply Shop of the Year, “There is Nothing Better Than Seeing a Farrier Succeed.”
Farrier Business Practices
AFJ Associate Editor Maclaren Krueger teamed up with Lessiter Media’s Senior Manager of Data & Events to compile and analyze the 2024 Farrier Business Practices Survey, sponsored by EasyCare Protective Hoofwear and Life Data Labs.
They found that between 2021 and 2023, the number of horses farriers trim and shoe has decreased from 331 to 305, a drop of 8%. According to the 2023 Equine Economic Impact Study, conducted by the American Horse Council Foundation, the U.S. horse population decreased 600,000 between 2017 and 2023.
More farriers also chose to charge for mileage in the past year. Despite full-time farriers still shoeing the same distance from home, 20% now charge for mileage, an increase from 14% in 2021.
In addition to raising prices, farriers are also cutting costs. Full-timers purchased an average of $21,700 in hoof-care equipment and supplies, down slightly from 2021.
Full-time farrier gross income also decreased in 2023 for the first time since 2015. Between 2021 and 2023, gross income decreased 7% from $123,532 to $115,457. Part-time farrier income decreased less than $500 from 2021 and sits at $28,333.
Overall, the number of footcare clients has also decreased. For full-time farriers, the average in 2021 was 173. In 2023, it was 117.
Supply Shop of the Year
AFJ Editor Jeff Cota details Olympia Farrier Supply being recognized as the inaugural Supply Shop of the Year by a three-judge panel in the November 2024 issue.
Readers nominated approximately 50 supply shops in North America. Following nominations, the shops were asked to complete a 20-question survey covering topics ranging from customer service, product variety & inventory, shipping & delivery, community engagement and accessibility. The judges scored each entry based on the supply shop’s responses. The identities of the supply shops were not disclosed to the judges to ensure an impartial decision.
The judges — all members of the International Horseshoeing Hall of Fame — are Margie Lee Gustafson of Woodside, Calif.; Steve Kraus of Trumansburg, N.Y.; and Randy Luikart of Ashland, Ohio.
More Finalists
In addition to AFJ’s coverage, three more Lessiter Media publications are finalists with the following.
- Ag Equipment Intelligence for its “2025 Dealer Business Outlook & Trends Report.”
- Farm Equipment for “Boots on the Ground,” “Shortline Equipment Edition” and “Dealership Minds — Vanderloop Equipment.”
- No-Till Farmer for “2024 No-Till Farmer Benchmark Report.”
The Azbee Awards honor the best in Business-to-Business (B2B) media, recognizing outstanding work by business, trade, association and professional publications across 68 categories. One of the most competitive awards programs for B2B media, the Azbees highlight editorial, online and design excellence within print media, email newsletters and digital publishing.
Regional winners will be announced in April. National Azbee finalists will be announced by April 22.
