Early in 2006, a diverse and influential group of sport fishing enthusiasts convened as an informal committee. All of these individuals were active and current members of other fish related organizations yet did not feel all fisheries issues were being addressed effectively by any one organization.  American Fishing Foundation was formed as a way of answering the concerns related to the pervasive and continuing decline of sport fish populations and interest within the Pacific Coast Region.

Recreational boating, fishing, and outdoor activities are among the United States' most favorite pastimes. Each year, more than 50 million Americans enjoy these activities. However, after years of steady growth, recreational boating and fishing participation rates have leveled off. Many states have even experienced declines in participation. In recent years, a shared concern has emerged in the fishing, outdoor recreation, and conservation communities regarding these destructive declines.

Participation in outdoor activities and recreational fishing pursuits are changing, and in the case of California & Oregon it is rapidly declining. Projections of demographic trends further indicates that in the next 25 years, significant population growth will only be occurring among population groups who have not traditionally been as involved with outdoor activities and fishing. This indicates obvious negative economic impacts in both private and public sectors, with additional considerations in the areas of resource stewardship and quality of life issues.

The challenge to AFF is to effectively address these participation issues and to assure the passing on of the rich legacy and traditions associated with sport fishing and outdoor recreational pursuits. In so doing, the stewardship of aquatic and natural resources will be assured and the associated recreational benefits guaranteed for future generations.