Sometimes in order to reach beginning fly anglers, you have to cast a little further afield. That’s exactly what the American Fly Fishing Trade Association (AFFTA) did when it brought its ”Discover Fly Fishing” consumer education program to predominately female shoppers at two Bloomingdale’s locations in Chicago, and the Mall of America, near Minneapolis. Organizers of the two events shared fly-fishing skills with hundreds of shoppers. AFFTA plans to conduct additional events at Bloomingdale’s in other locations, and has a schedule of appearances planned for consumer sports expositions as well. For more information, visit www.discoverflyfishing.com.