Cremation 2011 - The Southern Funeral Director Magazine

Cremation 2011
www.sfdmagazine.net
Understanding Cremation
by: Frank B. Stewart, Stewart Enterprises
So What is Bio Cremation
by: Paul Rahill, Matthews Cremation Division
Cremation Needs To Be Put
In Its Rightful Place
by: Jay Dodds, Carriage Services

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OF FUNERAL, CEMETERY AND CREMATION PROFESSIONALS
Cremation 2011
Alliance/The Southern Funeral Director
The National Funeral Service Journal with a
Southern Accent Since 1919
Celebrating 92 Years of Service
to the Industry
Vol. 167 No. 5
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CREMATION FEATURES
6 Understanding Cremation
by Frank B. Stewart, Stewart Enterprises
10 So What Is BioCremation?
by Paul Rahill, Matthews Cremation Division
12 Remembering 9/11 by Ed Horn
13 Cremation Needs to be Put in its Rightful Place
by Jay Dodds, Carriage Services
16 Slide Show by Ed Horn
NEWS RELEASES
15 Overweight Population Creates Challenge
that Astral Addresses
20 Georgia FDA Hold Successful Summer Convention
25 Tennessee FDA Elects Billy Yarbrough, President,
at 108th Annual Convention
31 Genesis Casket Names High Profile Leader
as Special Advisor
DEPARTMENTS
4 Notes from the Editor
29 Classifieds
30 Ad Index
Contact us by email:
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cannot be responsible for the return of
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The Southern Funeral Director Alliance Cremation 2011 3

y: Ed Horn, Associate Publisher
Few people are lucky enough to find a calling that matches so well to their natural dispositions. I joined our
profession 12 years ago unwillingly and frankly seeking alternatives. The “death-care” profession sounded
like a disease best avoided. Due to the insistence of my wife I began as a Memorial Counselor at St. Michael’s
Cemetery in Queens, NY.
Daily I scanned job openings hoping to find an opportunity that would save me. Celebrating New Year’s
shortly after beginning at St. Michael’s I reluctantly admitted what I was currently doing when friends asked. I
expect derision and scorn. Instead I was inundated with questions and stories that were genuine and caused
me to view my new employment differently. As of that January I decided to really try to learn the business and
found enormous satisfaction in assisting families who were suffering a loss or fearful of planning the future.
That year I exceeded all other Counselors in sales. When the Sales Director moved on I was asked to assume
the position. I did so requesting the additional positions of Director of Marketing and of Community Relations.
To me sales could never succeed in our service profession without addressing these other components. I am
proud of St. Michael’s and that the Cemetery has June been - July 2011 honored SFD:- 9/28/11 by 10:37 having AM Page 9 GM Dennis Werner elected to the
Board of CANA and me to the Board of
Directors of the ICCFA. The City of New
Yo rk h as reco g n ized o u r c o m m u n ity
in v o lv e m e n t b y in c lu d in g m e in th e
C o n g ressio n al R eco rd an d b y issu in g
C e r tif ic a te s o f C o n g ratu latio n s an d
appreciation from many of the elected leaders
of the City & State. Nothing though eclipsed
my being named M an of the Year by the
Christopher Santora Scholarship Fund.
Christopher was the youngest Firefighter lost at
the World Trade Center on September 11th. People
discuss “thinking out of the box.” To meour
profession has no limits and should never be defined
by the boundaries ofour properties. I have
been thrilled by meeting leaders of our profession,
someof whom appear in this edition of the
magazine. Others will present their viewsin the
months that follow. Our profession has no box
as the families we serverefuse to be confined by
any limitations. The SFD magazine will offer insights
and points of views which will educate,
intrigue and perhaps create differing opinions.
The promise we make to our readers is to inspire
them as no other publication has.
Ed Horn
4 The Southern Funeral Director Alliance Cremation 2011
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2 The Southern Funeral Director Alliance Cremation 2011

Understanding Cremation
by Frank B. Stewart, Jr. - Stewart Enterprises, Inc.
Many people feel that cremation consists of
ashes and gases, vapor, and intangible smoke,
which is not correct. Cremation is a process
which takes approximately 2 ½ hours to incinerate our
physical body and remains, leaving the elements
(namely the skeletal frame of our body) intact, as the
calcium of our bones does not self-destruct or burn.
The fact that we unearth the bones and fossils of pre-historic
creatures and re-assemble them in museums is the
proof that even fire and incineration cannot destroy the
matter of our physical existence. Yes, these thoughts are
very sensitive to dwell on and somewhat offensive or
depressing to contemplate, but the truth and reality
should be known by all who choose the reduction
process of cremation.
Many individuals ask why the incineration process, or
time in a crematory, which is an oven or retort chamber,
cannot be extended to eradicate all existing matter? - - -
In order to incinerate our bones, which are calcium, it
would take many, many hours; and even then there
would still be physical material, elements, or matter remaining.
If the incineration time is extended longer than
2 ½ hours, the cremation chamber itself would also selfdestruct
with the intense heat and require regular replacement
of the fire brick. Fire brick begins to crumble
in the intense heat when the temperature rises to the
maximum level for a prolonged period of time. The
question has often been asked, - - - why then, doesn’t a
cremation chamber be made of steel or metal, in lieu of
fire brick? The answer to that questions is the same, -
- - as the material of metal or steel (iron ore) would also
melt and self-destruct in the process of trying to obtain
100% incineration.
Human existence in life is two parts - - half physical and
half spiritual. Those who choose cremation are merely
dealing with the physical component. Our spiritual existence
lives on. We are going to bury our bodies, - - -
- but we are not going to bury our spirits.
Whereas cremation is a very clean and logical means of
reduction and disposition, it does become somewhat offensive
in the minds of the living to subject oneself or a
loved one to such a method of incineration, or reduction,
or disposition. Regardless, there is certainly nothing
wrong with the choice of cremation for the obvious reason
of reducing the physical content of our body to a
much smaller amount of matter, hopefully to be disposed
of in a very dignified, respectful manner, especially
since that matter once held the spirit of our existence.
6 The Southern Funeral Director Alliance Cremation 2011
Most people have a conviction in our existence of, - - -
more than the “here and now” and - - - the belief that
life does not end at death, but merely transforms into a
spiritual existence, which is a continuation of life and
existence in a different form. As mentioned, most people
believe that the reward of a life well lived, is the continuation
of existence in a spiritual sense that we are not
privileged to understand or can physically prove. There
is a wonderful text in scripture that reads: “No eye has
been, nor ear has heard, nor has the mind of man fathomed
what I have in store for those who love me!”
Regardless, “cremation” is nothing more than the incineration
of our body or the physical vessel of our existence
by the best ability of modern mechanical means.
After cremation, it is felt that the disposition of the matter
that results be processed (which is further reduction
of the skeletal frame to what is called “cremains”)! After
the cremation itself, the skeletal frame is reduced by mechanical
means to what results as small calcium gravel
or sand. The calcium is crushed, ground, and pulverized!
Again, the results are referred to as “cremains”.
It is not ashes and gases, or smoke, as often referred to
by the unknowing public; but, it is cremains!
The cremains are then placed into a container known as
an urn that can range from a very simplistic box or metal
container to a beautiful and/or elaborate urn of wood,
metal, ceramic, of other material. We must always remember
that whatever the physical matter that results
from cremation is, technically our body is just reduced
in size. It is the vessel that once held our spirit. Families
do have many options and alternatives to choose
from in the selection of an appropriate urn or container,
which again is a very important psychological step. The
tangible existence of our body is merely reduced to this
form of physical matter, “cremains”, and needs to be
buried or disposed of in hopefully a respectful and
meaningful way - - - in a meaningful location. Most humans
in life have a desire to be remembered as having
been significant - - namely having fulfilled their purpose!
That does not mean that we want to be remembered
as having been wealthy, powerful, successful, or
important, - - - - but, as significant! - - - Having had
meaning!
Those who take cremated remains home not only subject
themselves and their family to having the cremated urn
get lost, misplaced, or discarded, as your remains or the
remains of your loved one may end up in the closet, the
basement, the attic, or just become lost in a future move
to a new location. Regardless, those who take the re-

mains to their home and display them on the mantle or
shelf have the constant reminder of their loved one’s
presence and, the reminder of the physical loss. The importance
of all families returning to a life of “normalcy”,
is so important! It is much easier to do so without the
daily awareness or reminder of sorrow by the urn being
present in their home. It is also a very important consideration
to allow other members of the family or
friends to visit the physical location of the urn in their
desire to occasionally relate to and to pay respect to the
life that lived! Where would you like this urn to be in 5,
20, or 50 years? Who remains among the living that
knew the deceased in 50 years? A cemetery or columbarium
is the permanent location for cremated remains.
Those that choose to scatter cremains or to bury cremains
at sea are eliminating future generations from
equating with the physical location of what was physically
left of a human life. We human creatures primarily
relate to physical existence and location, in all of our reflections
in life and the feeling of prior existence, both
physical and spiritual. Tourists travel the world over to
visit the burial locations of significant individuals and
events, even back to the days of the pyramids and the
Taj Mahal and Normandy, and Ground Zero in New
York City.
Again, we must acknowledge that all of us human creatures
do normally react to and relate to the physical locations
in life that have meaning. The burial location of
a loved one that we knew in life is a very tangible element
in our reflection and recollection of the past. Thus,
we do visit the physical locations of not only burial locations,
but the locations in which we worship and reflect
on life and its origin and its past. Temples,
churches, cathedrals, or houses of worship are the best
examples of physical locations in which we frequent, to
pay homage to or give tribute to, in our conviction, belief,
and perception of an Almighty Creator or Maker
(God). It is often said “Why do we get dressed up and
go to a church or a temple to worship when we can worship
and glorify our Maker at any location or point in
life?” We do so, however, because it is a physical action,
an outright sign, and location that we believe houses the
spirit to which we relate in our faith. In some faiths it is
essential to worship in a specific building in which we
can sense and feel the presence of an almighty spirit and
creator.
Therefore, those who choose to scatter cremains or to
take cremains home in the form of an urn or a container,
or bury cremated remains at sea, are eliminating future
generations of having the privilege to relate to a permanent
physical location where the remains of the vessel or
body that held the spirit is buried. Psychologists and
those professionals who study the human mind know
well the importance of closure, - - - of relating to the
physical existence that meant so much to us in life. We
all know how difficult it is when the bodies or remains
of our loved ones, such as the POW’s, MIA’s, or those
who were killed in action, are not returned to us, or those
who were tragically taken in accidents where there are
no remains. The consequences and the mental hunger
of those left behind want to relate to the body or the vessel
that held the spirit. Again, there is seldom closure
without the presence of the physical remains.
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The Southern Funeral Director Alliance Cremation 2011 7

Whereas cremation is certainly an expedient and efficient
means of “reduction” of space consumption for
ease in disposition, it does have some consequences in
the minds of the living that are left behind. It is often
said by the professionals in the death care field that the
whole process of “celebrating a life that lived”, in a funeral,
namely choosing a means of disposition that is not
only acceptable, but also comforting and that does memorialize
the memories of the spirit and physical creature
that died with dignity, is vitally important to the
process of acceptance in the “transition of life” that we
all must one day face!
For the vast majority of humans who do have a deepseated
conviction of, “more than the here and now”, it is
most important to consider the choice of disposition and
memorialization that is made when the death occurs.
There are no exceptions, - - - - as we all will physically
die, but most of us have faith in the salvation of our spirit
and conviction of the life to come. For those who claim
to be atheists, agnostics, or who do not have faith of any
kind, it is very difficult to be motivated in doing the right
thing for the right reason in every choice that we face
each day of existence. For the atheist, there is little reason
for total honesty, integrity, ethics, and morality, as
the belief of not having accountability to a Creator, a
higher source in the life we live on this earth. The ultimate
motivation for a proper lifestyle is eradicated or
eliminated. Therefore, it is truly important in cremation
to consider the process, the options, and alternatives and
the manner in which we choose cremation as a means
of reducing our remains to a much smaller consumption
of burial space. The remains also need to be accessible
in a permanent manner for future generations to be inspired
by their physical presence.
Life and its consequences is manifest in the manner in
which we bury our dead. The great philosopher,
William Gladstone, once said:
“Show me the manner in which a nation cares for its
dead, and I will measure with mathematical exactness
the tender mercies of its people, their respect for the laws
of the land and their loyalty to high ideals.”
Life and death are real, - - - - and the consequences of
the decisions we humans make in death care are very
important to the generations we have created and that
will follow our path.
I have often been asked how the Catholic Church feels
about cremation, and I’m pleased to respond by stating
I met with the hierarchy of the Church before opening
our first crematory in the State of Louisiana in 1972.
The Church leaders shared with me the fact that cremation
was formerly prohibited here in the United States,
only because it was brought into this country and practiced
by individuals who profess to be atheists or agnostics,
and who were using “cremation” as an outward
sign of defiance or contempt for the Catholic faith and
beliefs of the Church.
Naturally, in the Catholic Church the belief is that at the
end of time, the day of resurrection will come when our
earthly remains will be reunited, whereby our earthly
bodies will resurrect and exist in a magnificent state of
being. The Church’s stand presently is that they no
longer have a prohibition against cremation in the
United States, as long as it is not chosen as an act of defiance
or contempt for one’s faith.
Yes, if an individual chooses cremation because of the
efficiency, convenience, or economy to be gained and
they are willing to treat the remains in a respectful, dignified
fashion, as the matter or substance that once held
the spirit, then the Church has no objection to cremation
and will allow the liturgy and ceremony of burial rites to
be conducted within a Church and by a member of the
clergy. Again, the desired result is to respect the cremated
remains (cremains), as what remains of our physical
existence. Our physical remains should always be
treated with dignity. The Catholic Church has always
assumed the responsibility of the corporal work of
mercy of burying the dead.
The Catholic Church had previously recognized cremation
in earlier generations and civilizations as a means of
reduction of the physical body, still conducting a ceremony
and tribute celebrating a life that lived. We humans
definitely relate to physical existence and the
location where the physical existence of our remains are
buried. As mentioned before, cremation is not burial. It
is merely the reduction of our remains to a cubic foot of
calcium.
We often visit museums the world over to view the remains
of prehistoric and animal life that roamed the
earth thousands and millions of years ago. For example,
the bones of dinosaurs are unearthed and reassembled,
as calcium does endure the ages. Whereas
cremation or consummation by fire is a harsh reality, - -
- - but many people choose this method of reduction because
of the economies of space consumption and expense
in permanent burial locations and their upkeep.
Thank you for giving me the opportunity to address you
today. I appreciate all that you do to serve the families
who choose our firm to assist them in their time of need.
Written by Frank B. Stewart, Jr.
Chairman of the Board, Stewart
Enterprises, Inc.
8 The Southern Funeral Director Alliance Cremation 2011

So What Is Bio Cremation?
by: Paul Rahill, Matthews Cremation Division
There has been a long lead up to the final development
of technology and necessary legislative changes required
to allow forward progress on a new cremation process
called “Bio Cremation.” Bio Cremation utilizes a
high pressure and high temperature cremation chamber
with a process called alkaline hydrolysis to reduce
human remains to their basic elements.
Cremation by definition is reducing the body to its basic
elements of bone fragments through the use of heat.
CANA, The Cremation Association of North America, is
the world’s largest and most respected authority on all
things cremation. CANA has progressively defined cremation
as “the mechanical and/or thermal or other dissolution
process that reduces human remains to bone
fragments.” Bio Cremation technology replaces the
use of flame with the utilization of water, blended with
an alkali solution of potassium hydroxide (KOH). The
human body is placed into a pressurized
stainless steel cremation
chamber where water and alkali
are automatically added and the
temperature is raised to 350°F.
Water, alkali, high-heat and highpressure
working in harmony
gently circulate over the body,
causing a reaction that begins and
completes the cremation process.
Let’s face it, there are not many
attractive images when we envision
the “transition” of a human
body to bones (B2B). Within the
complete death care process, the
B2B transition is inescapable.
This is a journey all of us will take
regardless of whether our end of
life choice is burial, flame cremation
or water based Bio Cremation.
The end result will be the
same. The difference between
burial, flame cremation or Bio
Cremation is the B2B transition
time line and the “catalyst” we
choose. With burial, the transition
may take 25 years and the catalyst
to reduce the body to bones is soil
and micro-organisms. With flame
cremation, the transition takes approximately
2-3 hours and the
catalysts to reduce the body to
bones are heat created by a chemical fuel (CH4 natural
gas or C3H8 propane gas) mixed with oxygen. With Bio
Cremation, the transition takes approximately 2-3
hours and the catalysts to reduce the body to bones are
water (95%) and a chemical, potassium hydroxide
(KOH). All of these choices begin with a body and eventually
ends with bones. With the introduction of Bio Cremation
we can
determine the
residual effects our
end of life decision
will have on the
planet.
It is important to
address a few common
misnomers
when describing
10 The Southern Funeral Director Alliance Cremation 2011

environment. We return to the earth through a cycle of
life, helping to promote new life as nature intended it to
occur.
Bio Cremation. First, no acid is used in this gentle
water based cremation process. The chemical used with
water is an alkaline called potassium hydroxide (KOH)
which is a colorless inorganic compound. KOH has
many industrial, commercial and personal applications.
KOH is noteworthy as an ingredient to numerous health
aids, cosmetics, pharmaceuticals, food processing, and
cleaning supplies you would commonly find at home.
For Bio Cremation, its reaction in water is strongly
exothermic, meaning the process gives off significant
heat which contributes to the hydrolyzing or breakdown
of the human tissue in the sealed cremation chamber.
Another misconception is that the process “boils” a
body, which is false. This technology creates a very controlled
and sophisticated environment that uniquely
combines water, alkali, high-heat and high-pressure that
biochemically hydrolyzes the human body, leaving only
bone fragments.
During a typical Bio Cremation cycle, the body is reduced,
bone fragments are rinsed and the remaining byproduct
is a sterile effluent (fluid). What makes this
process so environmentally-friendly and even greener
than flame based cremation is that there are almost zero
air emissions (particulates, greenhouse gases, carbon
monoxide, mercury, etc.) emitted into the atmosphere.
The by-product (effluent) from Bio Cremation is sent
to water recycling where it is filtered, purified and recycled
back into the environment either through the
aquifers, lakes, streams and non-potable water use. In
essence, our body is recycled and without harm to the
The foundation of funeral service has always focused on
helping us create a personal and meaningful event, gathering
and/or memorial service that meet the emotional
and spiritual needs of both family and friends. The popularity
of cremation supports the foundation for traditional
services but offers a unique flexibility in choosing
a variety of different memorialization opportunities (i.e.
Cemetery Burial, Niche, Columbarium, Scattering, etc).
Bio Cremation supports a family’s desire for a public
visitation with/without a memorial service prior to cremation.
Even though a traditional wood or cardboard
casket cannot be consumed in the Bio Cremation
process (the process only accommodates protein base
material), a silk cremation container with a stainless
steel frame is introduced into a standard “rental casket”
for viewing. Once a service is complete, the silk cremation
container and stainless steel frame (holding the
human remains), can be removed from the rental casket
and placed directly into the Bio cremation equipment.
The silk cremation container is consumed during the cremation
cycle and the now sterile stainless steel insert is
removed and reused.
Since Bio Cremation can only accommodate protein
based material, clothing on the deceased must be made
of (protein based materials) silk, wool or leather which
is consumed during the cremation process.
In summary, the Body 2 Bones transition varies from
process to process, from 2 hours to 25 years; the catalyst
used differs but each process uses some form of accelerator
for decomposition; transition by-products from
each process are different (fluids, air emissions and
gases), but the end result for all is the same, BONES.
For a good source of information we recommend you
consider this website: BIOCREMATIONINFO.COM.
This site contains information for consumers, environmental
topics, news and articles, legislative updates and
support. Material is constantly added and updated on this
site.
Paul F Rahill is President
of Matthews International
Cremation Division,
the world’s leader in
developing and providing
cremation solutions. For
comments and questions
he may be contacted
through email at
prahill@matw.com.
The Southern Funeral Director Alliance Cremation 2011 11

Sadly families will gather on September 11th at
Ground Zero to honor their loved ones lost due to
acts that will ever haunt civilized humanity. The
hatred and the blind zealotry that removed common decency
permitting suicide attackers to kill without remorse
is so alien that we can never accept the reality of
those burning building.
History records the carnage
caused by stoic adherents of
corrupted ideologies and religious
advocacy. Be it submission
to an Emperor, a
dictator or a Prophet adherence
to only one voice precludes
alternative
considerations which results
in devastation, death,
destruction and a legacy of
sorrow. It is usually small
minorities that strangle majorities
plaguing the masses to unspeakable hardship and
losses.
Individuals at the extreme who only see black or white
are mentally confined limiting and destroying alternatives
that otherwise would be available. They have
painted themselves into corners restricting their conception
of options that could result in far more acceptable
outcomes.
The blood of innocents is not only excusable but is demanded
by such zealots as the price that must be paid
by others. It does not matter that non-violent means were
available. In the absence of compromise no compassion
is tolerable. Society’s sole recourse is to exterminate
those who deem life only as a means to an end and death
as a gift.
As in Germany future generations may be mystified by
the acts of their ancestors. Often asked is how the most
advanced society in Europe morphed the Germans into
genocidal murderers, or how the Japanese exploded in
cruelty from the humanists who adhered to the calling of
nature. Yet forgiveness and understanding is impossible.
To forgive is to accept excuses for which there are no
excuses.
Many nations currently face the cruel realities of crushing
national debts or governments unable to compromise
political divides. Partisan divides that threaten economic
stability and foster uncertainty create the breeding places
for extremists. It is only a small step further to condemn
others as alien stripping
away any pretense of civility
or humanity.
Yet there is anger heard
from those who expect and
demand “closure.” It is as if
the death of a loved one
counts for nothing. Some
expect their stories and the
tragedies of their suffering
and death to be but dust
swept under a mental blanket.
Nothing is more unlikely
to occur then complying with the demands to
forget yesterday.
America proudly recalls its heroes and commemorates
moments of national tragedy with services, parades and
political theatre. As Americans we hang the flag and
wave it enthusiastically at such events. We chant “USA
all the way!” with voices that will not yield to any other
nation.
Viet Nam for many was a memory best forgotten for
those who only saw it as an American defeat. Those who
fought wearing our uniform were caused to pay the ugly
scars of Americans turning their backs on our Vets. It required
years for a monument to be dedicated with the
thousands of names that fell answering the call of arms
and who loyally proved their devotion by serving.
Those who were innocent victims on September 11th deserve
to be remembered. The First Responders who responded
and marched into collapsing buildings knowing
they were walking to their deaths demand our respect,
thanks, awe, devotion and to never be forgotten!
Ed Horn
12 The Southern Funeral Director Alliance Cremation 2011

Cremation Needs to be Put in its Rightful Place
By Jay Dodds, Carriage Service
“Cremation” has generally been viewed as an ugly word
within the funeral and cemetery business. It conjures up
thoughts of direct service, low revenues, cheapness, disposals
and most frightening the elimination of any permanent
memorialization. In reality it should not lead to
any of those ideas. Cremation can be simply defined as
a form of body preparation, similar to embalming; it is
a form of preparing the body for eternal rest. Nowhere
does the definition of cremation address the real value of
funeral or cemetery service. Body preparation is an important
aspect but not the main value proposition of any
leading funeral or cemetery company. If you understand
the true value of service and permanent memorialization,
the choice a client family makes in regards to cremation
or burial is really irrelevant to you.
It is important to understand exactly what we do and
why it is important. There have been many books and
articles written by industry experts and psychologists
that explain the value proposition of the funeral and
cemetery business which is focused on the living, not
the dead. The “new” relationship that is formed between
the living relatives and the now deceased person
must be recognized and transitioned properly, which is
the main value any funeral or cemetery business can
offer. That relationship between the living and the dead
must be transitioned and some type of gathering with
viewing preferably is an important component for that
transition. Permanent memorialization is an additional
component that offers connectivity to feelings and memories.
It is often misunderstood that a client family must
have closure. This is a big misconception. If you have
experienced a close death in your lifetime, you will realize
nothing gets “closed”, your relationship just
changes. Transition is the key. A connection to the deceased
will always be present and we must understand
how to provide services and products that help the family
stay connected in a healthy way.
Here is an interesting point I stumbled on a couple of
years ago. I was asked if I thought that the funeral and
cemetery service business was a thing of the past. My
The Southern Funeral Director Alliance Cremation 2011 13

Cremation Needs to be Put in its Rightful Place
response was that as long as our client families were
human beings we would always have a valuable offering.
Every human must grieve; it is how we are wired.
It is also very important to understand that everyone
grieves in a different manner and the difference in severity
may be extreme. It is not our job to be grief healers,
but I do believe it is our job to do what we can to assist
the family with their mourning and help them grieve in
the healthiest possible way for them. Providing and executing
an array of service options accomplishes this
most important part of our role. Understanding that our
value proposition to our client families is in offering and
designing personalized services that fit the special relationships
in their lives and helps them heal is really what
we are about. The choice that the client family makes
concerning the preparation of the deceased, again, is actually
irrelevant to our true value.
With this in mind, all funeral and cemetery arrangers (at
need or pre-need) must understand that their role is to
be a consultant to the family and not just “accommodating
to the family’s wishes.” A good consultant listens
intently and then makes sensible recommendations that
fit the client’s true needs. If your arrangers truly believe
and understand their chosen profession and the “value
offering”, their recommendations will be accepted by
the client family and your business will prosper. With a
burial, permanent memorialization in a cemetery is necessary
and a proper memorial is critical for capturing the
relationships of that life lived. The options for permanent
memorialization of their cremated loved one are
endless with options that will or will not include a cemetery.
It is our opportunity not our “problem” to create
gardens and features that draw the client families that
choose to cremate. The best part of our business is that
everything we believe in concerning service and permanent
memorialization is truly healthy and necessary for
our communities.
The business aspect of what we do should not be affected
significantly by families choosing to cremate.
You may ask how the rise of cremation can not possibly
affect the bottom line. The answer lies in the value of
your service and how much you believe in creating and
executing personalized service. Your average sales contract
will typically be lower than a “traditional burial”
but your cost structure should be lower as well providing
similar if not greater dollars to your bottom line, if
you are not afraid to charge a fair price for your services.
This of course can be argued forever, but if you
are charging and executing service to the level your
communities deserve your actual dollar profit can remain
very healthy. Now, can you run your business the
same as you did when the cremation rate was 10%? The
answer is no. I don’t think the changes need to be drastic,
but you will need to make sure that you are charging
the correct prices for your services and that you are actively
managing your cost structure, especially your personnel
costs. The opportunities in your cemetery can be
a wide range of products considering the lower capital
costs of developing land for unique inurnments verses
the cost of developing burial or entombment property.
Many cemeteries have a finite number of acres available
for burial, but with the options that inurnments offer, the
life of our cemeteries can increase significantly.
To look at cremation as the downfall of the funeral and
cemetery business is just foolish. If you are convinced
that your value proposition is purely to care for the deceased
then you choose to be mitigated to the disposer
level by strong competition. Defining cremation and not
letting it define you is one of the keys to success in our
industry. Cremation has a place in the preparation of
the deceased, but service is how we have always touched
our client families and will be how we stay relevant and
profitable in the future.
Jay D. Dodds is the Executive Vice President and Chief Operating Officer.
Mr. Dodds has been in senior operations leadership for Carriage since October
2000, most recently as Regional Managing Partner for the Central
Region and regional Vice President of Operations. Mr. Dodds joined Carriage
in 1994 as an operation Vice President. He has over 28 years of professional
funeral home, cemetery and crematory operations experience.
Prior to joining Carriage, he was affiliated with Stewart Enterprises for 13
years serving in numerous operating positions. Mr. Dodds is a licensed
Funeral Director and holds a Bachelors of Business Administration degree
from the University of Texas Arlington. Mr. Dodds is a member of the International
Cemetery, Cremation and Funeral Association where he serves
as a board member, the National Funeral Directors Association, and the
Cremation Associations of North America.
14 The Southern Funeral Director Alliance Cremation 2011

Overweight Population Creates Challenge
that Astral Addresses
Because of their size, many people endure limited choices. Now, the reality of
our economy has disproportionately impacted many of those.
Funeral directors are challenged in many ways to meet the needs of larger people. Costs associated with additional size
are difficult to explain, much less make up in some way. As you know, the casket in many cases is the first item the family
wants to change in order to stay within budget.
Astralʼs CONCORD 32”
Astral has taken the initiative to engineer an innovative
solution to these specific issues.
They are pleased to introduce the most financiallyfeasible
solution, the CONCORD (a non-gasketed
casket). It comes in two sizes; one is 32” wide inside
and 32.5” on the outside and fits most first
oversize vaults. Another size is 28” width inside
and 28.5” outside and fits a city vault. Both sizes
are available in silver with silver powder-coated
swing bar hardware. The CONCORD is a good approach.
For a better approach, the new Royal Series offers
the same two sizes in four colors, available in nongasketed
with plated hardware.
For the best approach, the Royal Series offers the same in gasketed caskets.
Three new caskets, each one in two sizes, with great eye appeal. Also, Astral’s personalized panels fit every casket…
practical choices for today’s oversized population that just make sense.
For more information about Astral and their products, visit the company’s website at www.astralindustries.com,
call the Customer Service Department at 1-800-278-7252 or email sales@astralindustries.com.
Frigid Fluid Company, the name you’ve trusted since 1892.
Frigid Casket Lowering
Devices
Careful Construction
Beautiful Design
It works every time
www.frigidfluid.com
1-800-621-4719
Pictured:
Master Cemetery
Model Plain
(3-MAS4901SK )
Each casket lowering device is manufactured in Frigid Fluid Company’s 50,000 sq ft. facility in the suburbs of Chicago, IL. The highest
quality materials are used and the utmost care is taken in hand-assembling each model. Careful construction, beautiful design, it works
every time. To order, call Frigid direct at 1-800-621-4719 or contact your local participating Frigid reseller.
The Southern Funeral Director Alliance Cremation 2011 15

Adaptation to Cremation
Members of our profession grieve the growing popularity of cremation. To many cremation truly is an assault on the bottom line.
Others attempt to create innovative marketing plans to capture some revenue from what is viewed as a financially driven clientele.
Dan Isard has offered various ideas to enhance revenues from cremation that are original and due our efforts.
As a cemeterian with a crematory I have learned much from dealing with the groups who demand
one type of ceremony over another. I find no credence that money is the reason families select cremation.
Those who view burial as their only consideration will pay the cost regardless of the savings
cremation offers. For those resolved that cremation is their sole consideration all the talk in the
world will not alter their decision.
Photos In Remembrance of
First Responders
That though is the point and the obligation we accepted when we joined our profession. It must be
our dedicated purpose to serve the needs, wants and desires of the families who call upon us. Fighting
a tidal wave will only drown you. It is a mark of disrespect to advocate an alternative unwanted
by our Client simply in the hope of enriching ourselves.
I am fully cognizant that a niche, glass or otherwise, is my least costly item. Niches cost little and
their sales price is a jolt to the bottom line. Frankly the cemetery would do financially better if all
we sold was niches. The return for investment is startling.
With that said the cemetery has accepted that memorialization is a renewable and rewarding revenue
generator. Vendors to our profession continuously come up with new items that permit us to seek
and receive profits from memorial property that has no future positive value to us. These properties
represent obligation and costs that will go on for generations.
Smartlite Candles is an asset. It is a flickering electronic light that we rent for one, five or ten years.
When the term ends we re-rent the candle. Once our cost is paid off, rental income is all profits.
Memory Medallions, the brainchild of Glenn Toothman had a slow introduction to the market. With
the new generation of “smart” medallions now being sold that opens the world of the internet to families
who wish to create a living memorial and to enhance genealogy, popular demand is escalating.
At St. Michael’s we serve an ever increasing Hindu population whose beliefs require cremation and
scattering of the remains. There is no chance to sell a niche as a result. Yet as we have become accepted
by the Hindu community we are beseeched by requests for memorialization.
We have responded to their request by selling benches, placing markers in front of tree dedicated to
a loved one. People regardless of their traditions share the common thread of needing to remember
those who came before and to who we owe so much.
A dear friend lost her mother. She turned to us for assistance. We recommended a Funeral Director
who had always impressed me with the obvious concern for his Clients. To him they were not business
they were people suffering terribly. Our friend demanded to fulfill her mother’s request for cremation.
Rather than attempting to dissuade the grieving daughter the Director listened to what was hoped for
to honor the mother whose life was directed to benefit her child. Cremation was arranged after two
days of viewing with a fine wood casket and all the necessities to insure the time the family insisted
be shared with family and friends. The Director was rewarded for his patience and attention to the
want and needs of the family by a service that financially exceeded the every expectation of what a
cremation would be.
Our profession is rewarding to those of us committed to it. At times it seems that we are luckier than
most people. We are not workers but care providers. It is within us to find the means to insure our
futures by accepting the realities of changing markets and demands. Rather than fighting for the “Old
Days” which will never return it is time to look to the future and grow in new and unexpected ways!
Ed Horn
16 The Southern Funeral Director Alliance Cremation 2011

Ambulance and Coach, Nashville, TN delivers new fleet of white hearses, limo's and van to
Ambulance
Benton-Glunt
and
Funeral
Coach,
Home,
Nashville,
Henderson,
TN delivers
KY (Photo
new fleet
of James
of white
Veccia,
hearses,
Owner
limo's
and
and
Wayne
van to
Benton-Glunt Funeral Home, Henderson, KY (Photo of James Veccia, Owner and Wayne
Justice, Ambulance & Coach). Also, Ellis Galyon, Georgia Ambulance FDA and Summer Coach, delivering Convention car keys for
Justice, Ambulance Coach). Also, Ellis Galyon, Ambulance and Coach, delivering car keys for
new fleet of S&S Limo's delivered to the Central Kentucky Livery Service as shown in front of the
new fleet of S&S Limo's delivered to the Central Kentucky Livery Service as shown in front of the
Accubuilt
Accubuilt
Building,
Building,
Lima,
Lima,
OH.
OH.
Custom
Custom
Casket
Casket
Company
Company
Funeral Coach Inventory
2011 S&S Medalist Cadillac - White -NEW!
2011 S&S Medalist Cadillac - Blue - Oval Window - NEW!
2011 S&S Medalist Cadillac - Black - NEW!
2010 S&S Medalist Cadillac - Black/Silver - NEW!
2007 S&S Medalist Cadillac - Black - 14K Miles
2006 S&S Medalist Cadillac - Black/White - 21K Miles
Bottom Handle
2006 Crown Sovereign - Black - 49K Miles
Bottom Handle
2004 S&S Masterpiece Cadillac - Blue - w/Pull-out Table - 75K Miles
1999 S&S Masterpiece Cadillac - Black/Gray - w/Pull-out Table - 51K Miles
2005 S&S Limo
6 Door
Limousine Inventory
2005 S&S 47" Cadillac w/Executive Roof - Black - 38K Miles
2005 S&S Lincoln - 6DR - White - Leather - Reversible Center Seat -14K Miles
2010 S&S
Cadillac Medalist
American Made
2005 S&S 6DR Cadillac - Black/Silver - 18K Custom Casket Company | 1603
2005
Gibbs
S&S 6DR
Drive
Cadillac
|
-
Gainesville,
Silver - 24K MilesGA 30507
(877) 57 – CASKET | info@customcasketcompany.com | www.customcasketcompany.com American Made
2005 Lincoln 46" 6DR - White - 23K Miles
Custom Casket Company | 1603 Gibbs Drive | Gainesville, GA 30507
2004 S&S 6DR Cadillac w/Executive Roof - Dark Blue - 48K miles
2005 S&S
(877) 57 – CASKET | info@customcasketcompany.com | www.customcasketcompany.com 6 Door Cadillac Limo
The Southern Funeral Director Alliance Cremation 2011 17
The Southern Funeral Director Alliance Cremation 2011 17
The Southern Funeral Director Alliance Cremation 2011 23

News Release
Genesis Casket Names High Profile Leader as Special Advisor
Robert G. Horn to Provide Guidance to Genesis Board of Directors
Casket manufacturer Genesis Casket Company today announced
that Robert G. (Bob) Horn has accepted an appointment
to the Genesis Casket Board of Directors as a special
advisor. Horn began serving in this capacity at the Genesis
August 30th board meeting.
“We are pleased and honored that Bob has accepted our invitation
to serve and that he will be involved with our company,”
stated Genesis President and Chief Executive Officer William
Anthony (Tony) Colson. “I am personally looking forward to
working with him and for Genesis Casket and all of funeral
service to benefit from the wisdom and expertise he brings.
His dedication to funeral service and stellar reputation will help
Genesis address several of the issues facing funeral professionals
today. ”
Horn began his career in the funeral profession almost 50 years
ago at a small family-owned mortuary and retired as CEO and
Chairman of Keystone Group Holdings in 2007. Prior to cofounding
Keystone, a multi-state funeral acquisition and operating
firm, Bob was Chief Operating Officer and Partner of
continued page 19
Robert G. Horn
18 The Southern Funeral Director Alliance Cremation 2011

Genesis Casket Names High Profile Leader as Special Advisor
Prime Succession, Inc. Before that, he spent 10 years as Executive Vice President of Pierce Brothers and prior
to that, 16 years as Vice President at International Funeral Service. In addition to this new assignment, Horn
currently serves as a consultant to a number of other companies in funeral service.
“After reviewing the Genesis business plan, I am excited to be working with the company in developing ideas
and concepts to help introduce Genesis Casket,” Horn stated. “Through my work with funeral directors over
the past five decades, I know firsthand that these are challenging times in funeral service. I look forward to
participating in the key discussions that launch the Genesis Casket product line.”
Horn will participate with other members of the Genesis Board of Directors at their meetings. The appointment
of Horn as a special
advisor coincides with the
planned start of casket
production later this fall.
“In the short time that I
have known Bob, I have
been particularly impressed
with his concern
for the future of the funeral
profession,” added
Jeffrey W. (Jeff) Wilson,
Chairman of the Board for
Genesis Casket. “His
long and distinguished career
in funeral service
makes his selection very
relevant and we appreciate
his acceptance of this appointment.
Genesis Casket is a new
entity in funeral service,
founded in 2010. It is
headquartered in Indianapolis,
IN and created
in partnership with
Gestamp North America,
Inc., a global supplier
of structural steel
components for the automotive
industry. Genesis
plans to manufacture
and distribute a line of
metal caskets later this
year that will be produced
in its Indianapolis
plant to funeral homes
throughout the US.
Find us in more places than just campus.
The Southern Funeral Director Alliance Cremation 2011 19

Georgia FDA Hold Successful Summer Convention in
Hilton Head. Tom Lord Elected President,
Succeeding William Bowen
20 The Southern Funeral Director Alliance Cremation 2011

Georgia FDA Summer Convention
The Southern Funeral Director Alliance Cremation 2011 21

Georgia FDA Summer Convention
22 The Southern Funeral Director Alliance Cremation 2011

Georgia FDA Summer Convention
Custom Casket Company
Bottom Handle
Funeral Coach Inventory
2011 S&S Medalist Cadillac - White -NEW!
2011 S&S Medalist Cadillac - Blue - Oval Window - NEW!
2011 S&S Medalist Cadillac - Black - NEW!
2010 S&S Medalist Cadillac - Black/Silver - NEW!
2007 S&S Medalist Cadillac - Black - 14K Miles
2006 S&S Medalist Cadillac - Black/White - 21K Miles
2006 Crown Sovereign - Black - 49K Miles
2004 S&S Masterpiece Cadillac - Blue - w/Pull-out Table - 75K Miles
1999 S&S Masterpiece Cadillac - Black/Gray - w/Pull-out Table - 51K Miles
2005 S&S Limo
6 Door
Limousine Inventory
2005 S&S 47" Cadillac w/Executive Roof - Black - 38K Miles
2005 S&S Lincoln - 6DR - White - Leather - Reversible Center Seat -14K Miles
2005 S&S 6DR Cadillac - Black/Silver - 18K Miles
2005 S&S 6DR Cadillac - Silver - 24K Miles
2005 Lincoln 46" 6DR - White - 23K Miles
2004 S&S 6DR Cadillac w/Executive Roof - Dark Blue - 48K miles
Custom Casket Company | 1603 Gibbs Drive | Gainesville, GA 30507
(877) 57 – CASKET | info@customcasketcompany.com | www.customcasketcompany.com
2010 S&S
Cadillac Medalist
American Made
2005 S&S
6 Door Cadillac Limo
The Southern Funeral Director Alliance Cremation 2011
The Southern Funeral Director Alliance Cremation 2011 23

24 The Southern Funeral Director Alliance Cremation 2011

Tennessee FDA Elects Billy Yarbrough,
President, at 108th Annual Convention
The Southern Funeral Director Alliance Cremation 2011 25

PIERCE M ORTUARY C OLLEGES
E XCELLENCE IN F UNERAL SERVICE E DUCATION
The
Right
Choice!
John Braboy, President
Mid-America College
800-221-6158 . www.mid-america.edu
Patty Hutcheson, President
Gupton-Jones College
800-848-5352 . www.gupton-jones.edu
Give Us A Call 800-527-6419
IN ACCORDANCE WITH TITLE VI OF THE CIVIL RIGHTS ACT OF 1964 ( P.L. 88-352) STUDENTS ACCEPTED WITHOUT REGARD TO RACE , COLOR , NATIONAL ORIGIN , SEX , RELIGION , AGE OR DISABILITY .
26 The Southern Funeral Director Alliance Cremation 2011

SELLING your
FUNERAL HOME
or CEMETERY?
We provide the service you expect!
TOTALLY DISCREET MARKETING
–or Listing on Our Web Site–
Receiving over 23,000 hits monthly.
We maintain a large data base
of qualified buyers.
We also can simplify loan processing for:
• Purchase
• Expansion • Working Capital
• Inventory • Equipment
CONVENTIONAL or SBA LOANS
“As a family owned
and operated
business, you have
my guarantee of
personal service.”
DICK MATISE
1-800-341-0100
www.matise.com
www.alliance’04 The 8-6-04 Southern Funeral Director Alliance Cremation 2011 27

28 The Southern Funeral Director Alliance Cremation 2011

FOR SALE
Horse Drawn Hearse, by James
Cunningham & Son. Very ornate
carvings, original lamps, curtains.
Fully restored ready for funerals,
parades or display in funeral parlor.
Call or email for info,Grant Gilbert
256-729-1980
or sales@webejeeping.com
Classified Ads
Milton Fields in Georgia's ONLY state regulated endowment
care GREEN cemetery. We are looking for a career
minded individual seeking full time employment as a
cemetery sales advisor. If you want to help families plan
a simpler, more economical, natural alternative, we would
like to talk with you.
www.miltonfieldsgeorgia.com or 770-751-1445.
INDIVIDUAL WANTING TO PURCHASE AND
OPERATE FUNERAL BUSINESS
Licensed Funeral Director and Embalmer i n two Southeastern
states, wants to purchase and relocate to your town. Licensed
twenty plus years, not part of a corporation or group of
investors. I am an individual representing myself. Please send
inquiries to: Advertiser #345, c/o Southern Funeral Director,
P. O. Box 768152, Roswell, GA 30076 or send emails to;
johnyopp3@aol.com
SPECIAL SUMMER OFFER!
Any orders for the "Caring Organizer C.D.s"
placed in June will cost $6.95 per C.D.
a saving of $3.00 each
PLUS FREE Shiping Mimium order of 25
Order today www.hearttoheartsite.com
or call Dick Perl @ 1-866-269- 0861
Notice is hereby given to the public that on June 30, 2011, the Chancery Court of Shelby County, Tennessee entered its
Order Granting the Receiver’s Verified Petition to Approve the Sale of the Assets of Forest Hill Funeral Home and Memorial
Park – East, LLC (“Forest Hill”), a funeral home and cemetery concern located in Memphis, Tennessee, and approving
bidding procedures and other matters incident to such sale. All persons interested in the purchase of the assets of
Forest Hill should contact Max Shelton, Receiver, for additional information concerning bidding procedures as soon as possible,
but no later than August 5, 2011.
Contact information for Mr. Shelton is: (901) 525-1455; Fax (901) 526-4084; e-mail mshelton@harrisshelton.com
The Southern Funeral The Southern Director Funeral Alliance Director PreNeed Alliance & Personalization Cremation 2011 29 37

FUNERAL DIRECTOR/ EMBALMER
Immediate
Opening
Large, beautiful, well established family owned
funeral home and cemetery organization, East
Coast FL., seeks a highly motivated licensed funeral
director/embalmer or intern.
Successful candidate must be able to work independently,
multi task, and demonstrate exceptional
integrity and customer service.
Alternating weekends, easy on call schedule, no
night or weekend removals, and limited prep-room
work. Must be able to obtain a Florida Funeral
Directors License.
Please contact Pamela at 386-267-1100
fax your resume to: 386-267-1101
or email: daytonafd@lohmaninc.com
ADVERTISING
All classified advertising needs to be paid in
advance by check, credit card or have billing
arrangements made through The Southern Funeral
Director, prior to printing of the issue. Rates are
$1.00 per word, with a $25.00 minimum charge.
The Southern Funeral Director
Classifieds
Attn: John Yopp
404-513-9405 | 678-691-7431 Fax Only
johnyopp3@aol.com
1750 Peachtree Street | Atlanta, GA 30309
www.sfdmagazine.com
Cremation 2011 AD INDEX
Ambulance & Coach 17
Andover Marker 28
Batesville Casket 13
Bill Black
31
IBC
Columbian Financial 18
Custom Casket Company 23
Doric Vaults 5
Federal Coach
2 IFC
Frigid Fluid Company 15
Holland Supply 7
Hoyt Matise 27
John A. Gupton 27
Master Grave Service 9
Ogeechee Tech 19
Pierce Chemicals 29
Pierce Mortuary Colleges 26
PSI Funds 24
Service Casket Company 10
Super Nova Mfg.
4
Sutton Slover Law 30
Ties for You 28
Wilbert Funeral Service
32 BC
POSITION OFFERING
A multi location Southern metropolitan full service
funeral provider with cremation emphasis
seeks a President who will facilitate continued
growth and reputation as a market leader. The primary
role will be to drive customer satisfaction
through excellent operational activities, build a
strong team and execute growth strategies. Experience
in preneed contracting, marketing, operations
and P&L responsibility is desired.
Funeral Director license and knowledge of Funeral
industry is a plus. Salary and bonus package
commensurate with experience and results. Please
forward your resume and salary history to Advertiser
#310, c/o Southern Funeral Director Magazine,
P.O. Box 768152, Roswell, GA 30076.
30 The Southern Funeral Director Alliance Cremation 2011

A coordinated d approach
to cremation
packaging with the focus on service.
Take a look
at
the
newest
approach
to cremation
services –
Commemorations by
Wilbert.
A turn-key
program of
presentation
catalogs,
selection room
graphics
and other
support
tools
that
puts
your
service offerings ferings
first.
The end result is
satisfied families
and
increased revenues
for
your funeral
home.
The
Commemorations by Wilbert
program is
designed to meet the
needs
of
your
individual funeral
home
and includes four cremation packages
at
your
prearranged package
price.
Families will
love the
simplified
arrangement process
and
greater selection
of
services.
Your staff
f
will love
the
streamlined process
and
increased product
and
service
purchases.
Contact your Wilbert Licensee for alll
the details.
We’re e at
your service. It’s
the Wilbert Way.
Commemorations by Wilbert © 2011 Wilbert Funeral Services, Inc. All rights reserved. ADV-11010402-JUN11-SFD