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Rustic Hickory "Something more than Chocolate and Vanilla"

A few months ago I came up with an idea for a casket design that I thought might appeal to a few people.  To my surprise it appealed to more than a few.  We’ve received more calls in a short amount of time for the “Rustic Hickory” than any other new casket design we’ve created.  My greatest fear was that because it is so “non-traditional” that a funeral director may be hesitant to put the Rustic Hickory on his floor.  I have to say for those funeral directors who have chosen to step outside the box (so to speak) the Rustic Hickory has shaken up the casket selection of old.  For a casket that is available in either Duck Cloth or “Realtree” Camouflage, the Rustic Hickory stands out in a show room.  There are so many stories out there in every publication and online article about “personalization” although it makes great reading material; few people want to do what it takes to make it happen. I love to quote Joe Joachim of funeralOne, “Don’t make your product vanilla!”  I don’t think you have to have 31 flavors but at least something more than Chocolate and Vanilla.  It’s a new day and the whole funeral industry needs to rise to the occasion.  Even though we are a casket manufacturer we have a ball on our Facebook page.  What was once frowned upon to be broadcast to the masses is now “liked” through social media. In his book “Contagious” by Jonah Berger, Jonah says in today’s world it’s all about making the private public. The funeral director who offers and the family who chooses a casket like the Rustic Hickory wants you to celebrate a life lived to the fullest.

With the success of the Rustic Hickory I’ve decided to offer more caskets like this.  Last year at the NFDA we introduced our Patriot Casket.  This casket is walnut with solid wood inlay maple resembling the waving of the flag, it also has 50 maple stars.  Families of Veterans love this American made casket for a heroic member of the family who served their country with pride.  When I started my company, my motto was “Don’t be afraid to go out on a limb, that’s where the fruit is!”  The best part of my job is creating!  Follow us on Facebook

- Chris Boots    


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