The Greeting Card Association is the U.S. trade association serving the greeting card, stationery and social expressions industry. Founded in 1941, the GCA currently represents more than 200 American and International publishers and suppliers from diverse businesses — ranging from young start-up publishers to established greeting card manufacturers of all sizes, scopes and years in the industry.
The GCA's primary focus is to celebrate, promote and reserve the cultural tradition of sending greeting cards, and to help people connect in meaningful ways during the most significant moments and occasions in their lives. In May 2016, the GCA bestowed its highest "Award for Lifetime Achievement" to Mr. Ed Trumble, the founder and chairman of Leanin' Tree, for his decades-long dedication to building a healthy and vibrant greeting card industry.
In 1949, while the idea of "the West" was fixed in the American imagination, it was just beginning to be a proper subject for popular or fine art. That year, Ed Trumble, a young man from the Midwest with a love for the cowboy way of life, began making Christmas cards with a distinctive Western flair. Since those early beginnings, Ed's company has occupied a special place in the greeting card industry and has become an American tradition in it's own right.
Ed's story is presented in this short tribute video by his oldest son Tom Trumble, President and CEO of Leanin' Tree.
