Angling International Magazine - April 2011 - 39

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GLOBAL TRADE NEWS Strike Wire proves its strength

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EFTTEX Award winner heads our Lines Special p35

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New products you can stock p67

China Fish enters a new era

Why the 2011 show represents a turning-point in its history p32

EFTTA introduces entrance fee

The money will be used to fund its lobbying work p8

Online at angling-international.com

AIRRUS ROD BRAND RETURNS

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he Airrus rod brand – fourtime winner of ICAST’s Best of Show Award in the rods category – is making a comeback. Airrus was purchased earlier this year by Italian distributor Bass and Pike Tackle from Texan company Castaway and the new owners have now appointed Trophy Technologies, owner of brands including Reaction Strike and Castaic, as sole distributor in the US. A new version of the renowned Puls-R model is planned for release in time for ICAST 2011 in July.

The two companies are already connected – as Bass and Pike distributes Castaic in Italy and is one of Trophy Technologies’ largest customers.

“Airrus bass rods are absolutely the strongest, most sensitive and probably the best performing rods in each of the price categories in which they compete,” said Trophy Technologies co-owner Rick Quade.

“In the relatively short period of time Airrus has been in the industry, it has secured a position as a leader in technology and innovation.”

Fellow owner Kris Reibel added: “The owners are developing a collaboration with a leading designer and if they get the right guy the potential becomes huge. It will be a substantial piece of business.

“We have been looking at the bass market for a couple of years but have learned that working with an established product can be better than trying to establish your own brand.”

Airrrus was founded by Ken Whiting

as Sirrus in 2002, but changed its name after a trademark dispute with Shakespeare the following year. Airrus rods were the New owner: Francesco first to use Dotto of Italian company Spectra fibres Bass and Pike Tackle. found in body armour and carbon fibre nanotubes which are now used by the biggest names in the rod manufacturing industry.

With validation through the ICAST awards and a reputation for quality customer service, Airrus developed into a strong brand, but insufficient start-up capital forced Ken Whiting to look for a buyer. Airrus was sold to Castaway in 2003 and Whiting carried on as President until 2007 when he joined E21.

Airrus has been out of the limelight for several years under Castaway’s ownership but new owners Bass and Pike Tackle, a former distributor of the brand, plan to return it to its former glory.

“The Airrus technology and marketing effort have been neglected,” said Bass and Pike owner Francesco Dotto.

“Ironically, Castaway never used the Airrus technology because of the complicated production processes. But the reputation remains intact. We plan to combine US technology with Italian design philosophy and high quality but affordable production in China to produce the Ferrari of the fishing rod market.

“The US will be the main market and we are delighted to be collaborating with Trophy Technologies, one of America’s fastest growing companies.

“Of all the US bass rods, Airrus is the only one that can be successful outside of the US because it combines performance with strong technological identity. We are currently in discussions to distribute the rods in Japan.”

Asked what he thought was the best rod he ever designed, Ken Whiting replied: “It would have to be the Puls-r.

The design was ahead of its time and the aesthetics were extremely appealing.

I would have to assume that it is still selling well.”

All the original Airrus rods were built in China. After the purchase by Castaway some rods were assembled in Texas but the bulk of manufacturing has remained in China.

SEBILE: ‘I TURNED DOWN RAPALA’ Patrick Sébile has revealed to Angling International why he decided to sell his elite lure brand to Pure Fishing – and how he chose the giant US business over iconic lure manufacturer Rapala.

Angling International was the only international trade magazine to report last month on the acquisition – and has now conducted a candid and fascinating interview with Sébile himself.

The charismatic Frenchman, whose lures won eight awards at the world’s major trade shows in 2010, says that the need for greater investment, the opportunity to accelerate the growth of the brand and access to new technologies were among the key reasons behind his decision to sell.

Now read the full interview on page 18 >

COMMUNIQUÉ continued on page 8 >

APRIL 2011

Benvenuto,Bienvenida Bienvenue,Willkommen

L

ooking through this newspacked issue of Angling International it would be hard to make a case that the industry is having the tough time that it is supposed to be.

Jarden reports an ‘outstanding year’, with its angling business, Pure Fishing, clearly in acquisitive mood.

Rapala too has enjoyed huge success with a 36% increase year-on-year and, if newspaper reports from Norway are accurate, is casting hungry looks towards Mustad. US retail chain Cabela’s also reports trading increases.

Meanwhile, shows all around the world are celebrating strong growth.

While looking ahead, EFTTEX is sold out and the IFTD show is anticipating its ‘biggest show for years’.

Add to this a whole raft of line companies looking excitedly ahead in our annual Lines Feature and it certainly doesn’t sound like an industry on its knees.

Some of the names I’ve mentioned are of course industry heavyweights, but there are lots of small to medium sized companies that are doing well too. The truth is that at times like these imaginative, pro-active businesses come to the fore at the expense of those content to plough the same furrow.

There’s evidence aplenty in this issue of companies of all shapes and sizes recognising that innovation and creative marketing will get their rewards.

Many of these stories are reported

first and exclusively in Angling International as the magazine continues to establish a reputation for customer service and accurate editorial. That is perhaps one of the reasons why we welcome a further nine new advertisers to this issue (following the ten that joined the magazine last issue).

If you want to be part of the Angling International success story contact US National Sales Manager Stuart Pavlik or International Commercial Director Lucie Henton to discuss the opportunities. See their contact details below.

Mel Bagnall mel@angling-international.com

Meet the makers of Angling International...

MEL BAGNALL, PUBLISHING EDITOR Mel’s vast experience in the angling industry includes six years as the publisher of UK company Emap’s angling business. He began his career on Angling Times where he was reporter, feature writer, sub editor and news editor. He has worked in magazines for more than 39 years.

ANTHONY HAWKSWELL, ASSISTANT EDITOR Anthony is an experienced news editor with a strong background in angling journalism, having worked as News Editor on the UK’s leading angling weekly newspaper, Angling Times. His background also includes time spent editing a national business-to-business title in the UK.

ROB CARTER, EDITORIAL DIRECTOR Rob began his career writing for and editing specialist consumer magazines in the UK (including Match football magazine, Fore! golf magazine and Trout Fisherman) before being appointed editor-in-chief of Emap’s contractpublishingdepartment.He is a founder director of Top Corner, the publishers of Angling International.

LUCIE HENTON, INTERNATIONAL COMMERCIAL DIRECTOR Lucie can call upon 11 years’ experience of delivering commercial solutions for angling clients. Czechborn, she is also familiar with other eastern European languages. Call her to discuss your advertising and marketing needs.

KEELY DOCHERTY-LEE, ART DIRECTOR As Top Corner’s art director and co-founder, Keely has 16 years’ design experience, and a proven record of producing successful ad campaigns, brochures and direct mail. She has worked with many angling clients and today leads the design team on Angling International, managing the editorial production of each issue.

STUART PAVLIK, US NATIONAL SALES MANAGER Stuart is based in North Palm Beach, Florida where he manages the accounts of Angling International’s US and Canadian clients. An avid fisherman with advertising experience gained at Florida Sportsman, Stuart has a strong understanding of worldwide fishing from his tenure at IGFA and from extensive travel.

MAGAZINE CREDITS Angling International magazine is published by Top Corner Editorial and Design Limited. 4 Milnyard Square, Bakewell Road, Orton Southgate, Peterborough Cambridgeshire, United Kingdom, PE2 6GX • International Commercial Director: Lucie Henton; lucie@angling-international.com; Tel. +44 7825 999230; Skype. lpetrickova • U.S. National Sales Manager: Stuart Pavlik; stuartpavlik@aol.com; Tel. 561-627-2520 direct; Skype. stuart.pavlik • Publishing editor: Mel Bagnall; mel@angling-international.com +44 (0)1733 392 977 • Assistant Editor: Anthony Hawkswell; anthony@angling-international.com • Editorial director: Rob Carter; rob@topcornered.co.uk • Art Director: Keely Docherty-Lee; keely@topcornered.co.uk • Designer: Kate Holt • Database Manager: Graham Goor; grahamgoor@atgraphicsuk.com • Subscription enquiries: enquiries@angling-international.com • Colour reproduction: AT Graphics UK Ltd, Peterborough •THANKS THIS ISSUE GO TO: Bjorn Erik Berntsen, Stephanie Bonnamour, Fanny Champlon, Angela Coe, Tony Conte, David Dinsmore, Ken Doncaster, Graham Goor, Scott Hed, Hilary at China Fish, Kate Holt, Bram Jacobs, Mischa Jones, Simon Kidd, Rasmus Oveson, Sarah Ryser, Linda Saunders, Leif Stavmo, Anders Thomassen, Therese Veale, Austin Wang, Ken Whiting. ● Nopartofthismagazinemaybereproducedwithoutthepermissionofthepublisher.Themagazineassumesnoresponsibilityforthesafetyofcontributions,althoughallreasonablecarewillbetaken.

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Angling International April 2011

COMMUNIQUÉ I N S I G H T • A N A LY S I S • T R A D E N E W S

EFTTEX ENTRY FEE ‘TO PAY FOR LOBBYING’

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harging an entrance fee for EFTTEX will boost EFTTA’s lobbying power, which in turn will help safeguard the future of the industry, the Association’s CEO Jean-Claude Bel has told Angling International. EFTTA announced the reintroduction of entrance fees to its keynote show last month.

The entrance fees will be reintroduced with immediate effect starting at this year’s show in Amsterdam in June. The money raised will be used to boost EFTTA’s lobbying work in Brussels.

Said Jean Claude Bel: “EFTTEX has never actually been an entirely free show. Some years ago we introduced free online pre-registration to boost visitor numbers. That didn’t actually drive up visitors by a significant amount, and instead it had the effect of

driving down revenue from the show. So we are making a change and no one should be too surprised.

“Lobbying is a crucial part of what EFTTA does, we have been stressing that for some time now. But to be a success, we need to show strength in numbers.

So, from this year, every company that pays a small fee to enter the show will automatically be registered as a Supporting Member of EFTTA. Immediately we will be a trade association with over 2,000 members rather than 300, making EFTTA truly representative and more powerful as an organisation.”

Retailers that pre-register for entry to EFTTEX before May 30th will be charged ten euros, wholesalers 20 euros and manufacturers 120 euros. Entrance fees on the day will be 30 euros, 50 euros and 150 euros.

Jean-Claude Bel believes the number and quality of

visitors will be unaffected by the fees, which are in line with those charged at smaller national shows and less than other international shows.

“I don’t think the fees will change anything,” he added. “For retailers and wholesalers, the fees are at the same level as national shows around Europe, and everybody accepts them.

“We have kept the fees to a minimum for buyers, and entry is still free for the Press and for full EFTTA members. They are higher for non-exhibiting manufacturers as they are coming to sell rather than to buy.

We think that‘s entirely fair.

“We are still cheaper than comparable American trade shows,” he added. “The right buyers will still come. Nobody that seriously wants to do business will be put off by these fees.”

Survey reveals the favourite US brands of 2010

The 2010 list of America’s favourite fishing brands – compiled by Southwick Associates – shows that in 14 of the 19 categories the same companies retained their positions when compared to the previous year.

These include Shakespeare, Rapala and Rio who each had two category entries. Idaho Falls-based Rio had one placing in the 2009 listing – being named as the Top Fly Leader brand with 28.4% of all purchases.

Now it has added the Top Fly Brand (32.1%) to Top Fly Leader brand, which it increased to 31.2% of all purchases.

Newcomers to the list are: Water Gremlin (Top Sinker brand), LL Bean (Top Fly Rod brand), Pfleuger (Top Fly Combo) and Wapsi (Top Fly Tying Material).

The research was conducted through Southwick Associates’ AnglerSurvey.com and was compiled from 31,082 internet surveys completed by anglers.

The results also revealed that largemouth bass remains the number one targeted species of freshwater fish in the US, 48% anglers making it their number one goal.

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Angling International April 2011

Saltwater fishing was more varied with 24% of trips targeting any fish that bites, followed by striped bass (23%), redfish/red drum, channel bass (23%), spotted trout (20%) and flounder (19%).

THE FULL LIST FOR 2010 Top rod brand: Shakespeare (12%) Top reel brand: Shimano (19.4%) Top rod and reel combo: Shakespeare (23.6%) Top fishing line producer: Berkley (12.8%) Top hard bait brand: Rapala (25.7%) Top soft bait brand: Zoom (13.3%) Top spinner bait brand: Strike King (16.7%) Top hook brand: Eagle Claw and Lazer Sharp (28%) Top sinker brand: Generic (29.7%) Water Gremlin (12%) Top fly rod brand: LL Bean (25.6%) Top fly reel brand: Orvis (17.5%) Top fly combo brand: Pfleuger (6.5%)

Top fly line brand: Rio (32.1%) Top fly leader brand: Rio (31.2%) Top fly tying material brand: Wapsi (14%) Top fish finder or sonar brand: Humminbird (34.7%) Top tackle box brand: Plano (45.5%) Top landing net brand: Frabill (33.4%) Top fishing knife brand: Rapala (22.4%) * According to AnglerSurvey.com access to fishing areas is a problem that affects one in five anglers. Concerns vary from fishing conditions to boat ramp closures and limited pubic right of entry points.

“These closures impact not only anglers, but businesses and families that depend on sport fishing,” said Rob Southwick, President of Southwick Associates.

“When people want to fish but have to cancel because they are unable to access decent fishing spots, we see a greater deterioration of jobs, tax revenues and commerce in general.”

COMMUNIQUÉ I N S I G H T • A N A LY S I S • T R A D E N E W S

Denver is ‘rejected’ in AFFTA poll A survey of AFFTA members to help decide the venue for the 2012 IFTD show has yet to produce a majority verdict, but the chances of the show returning to Denver any time soon appear increasingly unlikely.

Show Director Randi Swisher revealed that the San Francisco Bay Area, Salt Lake City, the Randi Swisher: “We don’t Portland/Seattle region and Reno have a dominant choice.” are among the most popular choices, but the poll is so far inconclusive.

“It’s pretty evenly matched at this stage and the jury remains out,” said Swisher. “I was hoping for a more dominant choice, to provide a better direction, but it is still early and we may be able to see a spike in a week or two.

“A lot of feedback has nominated cities close to where that member is based, which is to be expected.

But it is good to get members’ input. Their view is very important to us.”

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Angling International April 2011

Above: Denver’s Colorado Convention Center, so long the home of the fly trade’s show, is unlikely to host the IFTD event next year.

Swisher made it clear that once there was a clear shortlist he would be prepared to visit each destination to examine which represented the best bid. He also revealed that Denver was well towards the bottom of the list of preferred choices to date.

“It’s becoming apparent that there is no overwhelming desire to go back to Denver in the near future,” he added. “The fly fishing industry and the AFFTA Board is saying that it feels the need to take another year or two out from Denver. We love Denver but we need to take a break.”

Mustad owner dismisses sales talk reports The owner of O Mustad & Son has been quick to dismiss a Norwegian newspaper story that his company is on the brink of being sold to either Rapala or Pure Fishing.

Angling International reported in an enewsletter on March 4th that the newspaper – Oppland Arbeiderblad –had run a front-page story quoting senior unnamed sources within the organisation as saying a deal was imminent and that Mustad could be sold ‘within the next three weeks’.

However Hans Mustad, owner of Mustad, dismissed the report as “just a local newspaper trying to make a story”.

Mustad President and CEO Lars Lemhag added: “As President of the company I would certainly know about this. There is always speculation in this industry and in the two years I have been at Mustad I have already heard of this company being sold twice!”

Rapala President and CEO Jorma Kasslin preferred not to comment beyond saying that “Rapala is always negotiating things.”

COMMUNIQUÉ I N S I G H T • A N A LY S I S • T R A D E N E W S

Lane Outdoors maps out new global strategy The 60th anniversary of the famous Lane Minnow has been marked by the announcement of a re-engineered product and a new global strategy.

The family business was founded in Co Limerick, Ireland, by George Lane, a specialist in rotor and propeller design in the aviation industry, but was restructured 18 months ago when

George’s son John was joined on the Board by new investors.

Speaking about Lane Outdoors, the new company’s CEO, Denis O’Sullivan, said that the additional experience and expertise – along with significant investment – would ensure the survival of the brand.

“Using modern technology, the product has undergone a 21st century makeover,” he said. “But it remains true to its original design and has retained the magic George Lane created all those years ago. It remains the premier minnow lure.”

Lane Outdoors has large-scale plans for expansion and is From far left: Elaine Connolly, Denis O’Sullivan, Billy Mann and Thomas Mann, of the Lane Outdoors team, at the Hook Live Show in Dublin.

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Angling International April 2011

currently testing a new family of Lane Minnows. The company plans to rapidly develop a range of high-grade products with new colours and hooks presented in state-of-the-art packaging.

“We plan to grow through a global strategy,” added O’Sullivan. “We will be at all the most important shows, including EFTTEX and ICAST. We are re-tooling in China in plants I have been using for the last 20 years to achieve the highest quality and ensure we have lots of capacity.”

John Lane will continue to produce handmade Lane minnows from his workshop in Abbeyfeale, Co Limerick.

“I’m proud that we continue to produce the only Irish-made lure,” he said.

Further information is available from Marketing Manager Elaine Connolly: elaine@laneoutdoors.com.

Boost for Bristol Bay activists

Angling groups and conservationists across the globe have applauded a major breakthrough in the battle to save one of the world’s most famous fishing resources.

America’s all-powerful Environmental Protection Agency (EPA) has ordered a scientific assessment on how the Bristol Bay watershed in Alaska would be affected by a proposed massive mining development that opponents say would devastate the area.

Scott Hed, Director of Sportsman’s Alliance for Alaska, said: “The EPA decision is a major breakthrough and gives opponents of the plan a tremendous opportunity to make an impact on a decision which affects one of the world’s greatest fishing areas.”

COMMUNIQUÉ I N S I G H T • A N A LY S I S • T R A D E N E W S

Bologna gives Italian trade welcome boost

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here was a renewed sense of optimism in the exhibitor booths at the Fishing Show 2011 in Bologna, Italy. Despite the Italian economy suffering more than most in the world recession, organisers were delighted to report a 40,000 attendance for one of the biggest fishing exhibitions on the European circuit.

The figure matches the 2009 attendance and the event, which is run alongside a diving exhibition – Divex – was supported by most of the major Italian manufacturers.

The show is organised on behalf of the Italian Federation of Sport Fishing Equipment Manufacturers and Professionals (FIPO) and its President Ciro Esposito admitted to Angling International: “Before the event I was worried about what impact the current financial crisis would have.

“But it turned out to be a great show and I was very happy. An added bonus was the number of foreign visitors from Mediterranean countries, including Greece, Spain, Turkey and France.

“Some Italian manufacturers have complained in the past that the show is too late because it takes place just before the start of the season. However, many of them expressed their satisfaction with the number of new contacts they made.”

Esposito said that next year’s show would take up a bigger hall in the BolognaFiere in February. The exact date has yet to be confirmed.

Lucio Di Carlo (pictured left) of Italian Fishing tackle maker Olympus also had his reservations in the run-up to the event. He said: “When we first got here the mood was low because the past three to four months have not been good. Everyone was talking about the financial crisis. But as it went on the mood lifted. It was a lot busier and more positive than a lot of people expected. The show has demonstrated that the market is not dead.”

Bologna-based Tubertini occupied one of the biggest stands. Its Export and Sales Manager Glauco Tubertini (right) hailed it as ‘very successful’. He said: “We have done some very good business and welcomed a lot of fishermen.”

Record fourth quarter for Jarden The Jarden Corporation – owner of Pure Fishing – posted a record fourth quarter to complete an ‘outstanding year’ for the American corporate giant.

As anticipated in last month’s Angling International, Jarden – which this year funded Pure Fishing’s acquisition of Sébile – saw its net sales increase 21% compared to the same period in the previous year.

Net sales reached $1.7bn for the quarter to take its overall sales for the year to $6bn compared to $5.2 billion in 2009 – a 17% increase.

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Angling International April 2011

Stefano Sirotti (abovee) of Plastico Panaro said the show was ‘much better than previous years’. He added: “It went very well for us. I was surprised by the number of foreign buyers who visited our stand looking for products that are not made in China.”

Giuseppe Balestras of Technofish said: “The Italian market is low, but the numbers at the show demonstrated its dynamic side and we have seen a lot of fishermen and talked to many company representatives. We have spoken to people from as far afield as France, Spain and Portugal. I did not expect to see so many foreign visitors. They were all wanting to do business. It was a bonus we did not expect.”

Chairman and Chief Executive Martin E. Franklin reported strong organic growth across all of the corporation’s three business segments and said: “As Jarden enters its tenth year our focus on the fundamental characteristics that have allowed us to win over the last decade, including new product development, market leading brands and operational excellence, remains unchanged.

“After an outstanding year, I believe Jarden is just beginning to hit its stride.”

COMMUNIQUÉ I N S I G H T • A N A LY S I S • T R A D E N E W S

Sébile: ‘Pure Fishing will give me all I need’

It could have been Rapala, but instead Patrick Sébile chose to sell to the US giant. He tells Angling International why.

Angling International: What were the main reasons behind your decision to sell the business?

Patrick Sébile: There were two. First, the growth of Sébile had brought us to where we needed millions of dollars more investment in a plan for serious development over the next few years.

Secondly, the quality and fit of the Pure Fishing offer was just right. I had to decide between staying where we were or making a really big jump.

The offer also allowed me to focus on where I bring most value – in design and marketing – rather than trying to do the job of three people as I have for the last six years! This gives me time to enjoy what I have worked for, rather than being the slave to a growing success story.

And why Pure Fishing specifically?

Pure Fishing has been studying the high-end lure market for two and a half years, looking at the possibility of creating a new brand or buying an existing one. They have been in touch with several brands but finally decided Sébile was the right choice and made an offer.

I had talks with other companies and Rapala was also a serious consideration. But some in the Rapala team were proposing that high-end products would come under the Rapala name, not Sébile. That was one of the reasons why it didn’t come to fruition, and that was really fine with me. Rapala had proposed that I join them four years ago as a designer, but again without the Sébile brand, which was not acceptable to me. I respect Rapala and even have good friends there, but Pure Fishing was a better fit for what I wanted for my brand.

They are giving me every means to produce the same fishing products. I said in Angling International last year that companies should have designers with a deep fishing experience working with skilled engineers to produce the right products. The Pure Fishing approach is exactly that. Pure Fishing presented a very logical plan and gave me an open field to work in. They have created an exciting atmosphere, which is key for me. I also have to click with the people and I have definitely done that with John Doerr, John Weiss and their team.

Was it a hard decision for you?

Not really, because it came at just the right moment in time when we were looking for 18

Angling International April 2011

Sealing the deal: Patrick investment and expertise, particularly in ordering Sébile (centre) with Pure and stock inventory management, which was a Fishing’s John Doerr weakness and was limiting our development. (left) and John Weiss.

How will your day-to-day role change?

As Global Director Brand Management I will work on design and product balance with a team of in-house engineers. I will also work with the marketing team to communicate what we are doing to the media and consumers. I was doing the same in my own company, but with greater resources and more people now under my direction I am better positioned to get results. I’ll be less involved with selling.

The success of Sébile has been largely built around your own creative philosophy and your pioneering, innovative spirit. Will you be able to preserve this in a giant corporation?

To be straight, these are the main reasons John Doerr, Pure Fishing’s CEO, came to me and what he considered as the main asset of the brand. Of course, a bigger organisation means some adjustments, but the spirit of what was created five years ago will remain.

What are the main benefits of the deal for the Sébile brand?

I must stress that my goal has always been to build a world-renowned brand, not a company.

Joining Pure Fishing keeps me moving i n that direction, but on longer legs! A small to medium company struggles to gain needed

HOW IS CHINA FISH CHANGING? See p32

distribution, and when times are tough you don’t have the same financial resource as major companies to provide longer terms to help customers facing a tough economy. All this limits expansion.

Sébile can now invest in product stocks around the world, take advantage of one of the largest distribution networks on the planet and use the skills and software that has made Pure Fishing the leader in the fishing world.

The power of such a big company is a real asset – from distribution to promotion, ordering, inventory management and access to the best pro anglers. I also have access to amazing new technologies and the market will see the benefits of this in a few months time.

So now Sébile will no longer be

a contender but a solid player in the market.

The growth of Sébile has been truly fantastic, but we have still missed opportunities to make it even bigger because of the lack of experience and management skills needed to face an exponential demand and, of course, because of limited cash availability.

You once said your best advice for anyone entering the industry was to follow their own instincts. Can you still do this?

Yes. It was never important to have my own company, but rather to make a great brand.

Being part of Pure Fishing hasn’t changed this. I never thought I could do it by myself.

Regardless of my role at Pure Fishing, the Sébile brand will live forever.

“It was never important to me to have my own company but rather to make a great brand. Being part of Pure Fishing hasn’t changed that.”

Shimano and Daiwa unscathed by tsunami Japanese tackle giants Shimano andDaiwahaveescapedunscathed from the devastating earthquakes and tsunami that have wreaked havoc in the country.

Dave Pfeiffer, Shimano America Corp President, has been in close contact with his Japanese colleagues and said that Shimano staff and operations have been very fortunate.

John Mazurkiewicz, a spokesman for Shimano, said: “There is very minimal damage in the Osaka/Sakai City area – which is more than 500 miles from the epicentre of Sendai.

“But at this time we do not know the impact this tragedy may have on our operations.

We ask you all to join us here in the United States involved with Shimano in keeping the people in Japan in your thoughts and – if

you are able to – make a donation to the organisations that are providing direct relief to the disaster victims.”

In a statement Daiwa said: “Our parent company Globeride is based in the north-west area of Tokyo and is therefore quite inland. All staff and their families are thankfully reported safe.

“They have experienced disruptions to electrical supplies and available transport. The alarming situation in Japan is of concern to us all and our thoughts and best wishes are with our colleagues, especially those who are less fortunate.”

News of the terrible tragedy in Japan broke just as this issue of Angling International was going to press. Any further news of how it might affect the industry will appear in our next issue.

April 2011 Angling International

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COMMUNIQUÉ I N S I G H T • A N A LY S I S • T R A D E N E W S

Move on cards for Custom Rod show North America’s popular International Custom Rod Building Exposition could be relocated in 2012 after another record-breaking year.

Organiser and owner Tom Kirkman has told Angling International that he is considering Delighted by attendance: switching the event to owner Tom Kirkman.

Winston-Salem, 20 miles away from its location for the last five years in High Point, North Carolina.

Kirkman said: “High Point is a fabulous venue, but the facilities outside are not great.

There are no shops or restaurants close by. The Benton Convention Centre in Winston-Salem is an alternative because it is in a vibrant town.”

A decision on the venue and the dates for next year’s show will be announced in May.

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Kirkman revealed that over 3,000 visitors attended the latest expo – a 10% increase on last year with 52 exhibitors filling 100 booths.

He said: “I knew the show was going to be a record-breaker by 10.30am on the first day – we were running out of tickets!

“Considering we are still in a recession I was delighted by the attendance. I was apprehensive and wondered whether people would turn up and if they did, would they spend money. The answer to both was a resounding yes!”

Angling International April 2011

FirstDart’s first time with two storeys!

The FirstDart booth at the recent China Fish show was a big talking point – and not just because of the launch of the company’s new range of carp braids, lines, leaders and accessories.

The Singaporean-owned business also attracted attention on the show floor with its first two-storey stand.

Simon Henton, Marketing Manager for FirstDart, explained: “Having decided to launch the new carp range in Beijing, we realised we had a problem – the stand wasn’t big enough.

“We had already reserved space and advertised the stand number and we really liked the position, so the only choice was to go higher. Our designer and the exhibition contractors did a great job in adding another level.”

It is believed to be the first time a two storey booth has appeared at China Fish, a distinction FirstDart share with fellow exhibitor Pioneer.

The carp range was displayed on the stand’s upper deck and was, reports Henton, a great success with lots of interest from China Fish visitors.

For copies of FirstDart’s regular catalogue or its carp catalogue email info@firstdart.com.

COMMUNIQUÉ I N S I G H T • A N A LY S I S • T R A D E N E W S

Spain’s CDL Fly prepares ground for new rod launch

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panish company CDL Fly, owner of the Maxia brand, is launching a new range of rods following its recent acquisition of technology and machinery from Italian business Modern Flies.

CDL Fly has been the longtime distributor in Spain for Modern Flies, but took the opportunity to buy its fly fishing assets when they Pablo Muniz is seeking distributors in Europe. became available last year.

Explained CDL owner Pablo Muniz: “Aldo Silva, the owner of Modern Flies, gave us the opportunity to buy

his fly business because he wanted to focus on the hunting and fishing travel market. He now has a new company called Lapland Outdoors in Sweden.

“All the machinery and technology developed over decades by Modern Flies has been transferred to Spain.

Using this, and Aldo’s years of knowledge and experience, we are developing an extensive range of exceptional quality fly rods. Our bestsellers are long, light rods used in the European nymph style.

“We also produce custom-made rods in low quantities for other companies and are currently developing projects for clients in Italy, France and the UK.” CDL Fly has distributor or retail partners in Poland, the Czech Republic, UK, Romania, France, and Canada and is still seeking distributors in other parts of Europe and the world. It acts as its own distributor in Spain.

For information email info.maxiarods@ gmail.com or visit www.maxiarods.com.

Left: Maxia Rods will benefit from new technology.

DENNETT ADDS SALMO LURES Dennett Outdoor Ltd, the wholesaler/distributor based in Northern Ireland, has added Salmo lures to its growing brand portfolio.

The Polish Dennett’s Aaron Gamble: manufacturer recession-beater. has introduced new lures and colours into this year’s range and these will be available through Dennett Outdoor, alongside the wide range of pike products for which it is already well known.

Dennett Director Aaron Gamble said his company was excited to be distributing such a prestigious brand to shops in Ireland and Northern Ireland, adding that,

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Angling International April 2011

despite current economic conditions, Dennett has grown its business for the tenth year in a row.

“Our success can be attributed to a number of things, including good stock levels, excellent customer service and strong product promotion. It is our proactive approach and loyal customer base that has helped us through the last two years and secured a number of major brands.”

For further information about the Dennett range visit the website www.dennettoutdoor.com.

COMMUNIQUÉ I N S I G H T • A N A LY S I S • T R A D E N E W S

No stopping Carp Zwolle as another attendance record falls

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record attendance of over 11,000 – up 16% on last year– has firmly established Carp Zwolle as the biggest annual carp-only show in Europe.

On the back of its huge success last month, organiser Mick Paine has revealed plans to increase the size of next year’s event by a quarter to accommodate the growing waiting list of exhibitors and demands for bigger stand space.

Paine said: “This year was the biggest in our 17-year history and it looks like 2012 will be another record breaker.”

More than 100 stands – the most ever – covered over 10,000 sqm of the Lisselhallen, in Zwolle,

Holland, and attracted an audience of 11,009.

Paine added: “The most pleasing aspect for me was to see all the top carp companies under one roof for the first time ever.

“And their reaction was really positive with quite a few of them wanting bigger stands next year. That’s why it will grow to cover 12,500 sqm next year.”

Most of the visitors came from Holland, Belgium and Germany, but there was also representation from the UK, France, Poland and even as far afield as the Ukraine and China.

Next year’s show will take place at the same location, the IJsselhallen Zwolle, over the weekend of February 4th and 5th.

KEY GLOBAL SHOWS IN MARCH AND APRIL

Big spenders boost Jag & Hund

The 30th anniversary show of the huge Jag & Hund attracted 669 exhibitors from over 35 countries and pulled in more than 79,000 visitors. Those impressive figures alone are enough to establish the German exhibition at Messe Westfalenhallen in Dortmund as Europe’s biggest hunting and fishing show.

Research by an independent marketing company

showed that nine out of ten visitors spent an average of 509 euros each at the exhibition, a total of around 36m euros over the six days.

For the first time ever Jag & Hund will be hosting an open air show when it stages its second event this year. It takes place from July 1st to 3rd in Anrochte/Mellrich, Germany.

JAPAN Japan Fishing Festival Date: March 25-27 Venue: Pacifico Yokohama Exhibition Centre, Yokohama Visitors: Trade and general public www.pacifico.co.jp • Formerly known as the Japan International Sportfishing Show (JISPO).

RUSSIA’S FISHING & HUNTING SHOW INCREASES EXHIBITORS BY 30% Russia’s first Fishing & Hunting Show of 2011 saw a healthy 30% increase in exhibitors and more than 60,000 visitors pass through the doors during the five-day event. Top names, including Shimano, Daiwa, Sébile, Molix and Izumi, were among the 834 exhibitors at Moscow’s AllRussian Exhibition Centre.

The popularity of the show 24

CZECH REPUBLIC For Fishing Date: March 24-27 Venue: Letnany Exhibition Centre, Prague Visitors: Trade and general public www.for-fishing.cz • Billed as the largest exhibition for anglers and the industry in eastern Europe.

was such that sold-out notices were posted months before the event, even though the stand space had been increased from 750 exhibitors.

Oleg Harlamov, Manager at Japanese lure manufacturer Izumi, said: “It was a terrific show for us. We conducted a lot of business, including meeting ten new wholesalers, 150 retail store representatives and dealing with more than 20,000 ‘crazy’ fishermen a day!”

Izumi will be returning to Moscow in September (10th to 13th) for the second Fishing & Hunting Show of the year – the event’s 30th anniversary.

Angling International April 2011

RUSSIA Sportsib Hunting & Fishing Date: March 31-April 3 Venue: World Trade Centre, Novosibirsk Visitors: Trade and general public www.sibfair.ru • Show that represents the two favourite outdoor activities in Russia, it attracted over 7,000 visitors last year.

LATVIA Angling Riga 2011 Date: April 1-3 Venue: Riga International Exhibition Centre Visitors: Trade and general public www.bvents.com • Premier angling event in Latvia,

it is run alongside exhibitions covering most outdoor sports.

GERMANY Jagen & Angeln Sudwest Date: April 8-10 Venue: Exhibition Centre, Sinsheim Visitors: Trade and general public www.jagen-angeln-messe.de • Exhibition for anglers and hunters.

CHINA Shanghai Boat Show Date: April 14-17 Venue: Shanghai Exhibition Centre Visitors: Trade and general public www.boatshowchina.com • 16th annual event features 400 brands from over 20 countries.

MOLDOVA Sports, Leisure, Tourism Moldova Date: April 14-16 Venue: IEC Moldexpo, Chisnau Visitors: Trade and general public www.moldexpo.md • Fishing plays an important part in this sports, leisure and tourism event.

BULGARIA Hunting & Weapons, Fishing & Outdoor 2011 Date: April 27-May 1 Venue: Inter Expo Centre, Sofia Visitors: Trade and general public www.bulgarreklama.com • Bulgaria’s premier outdoor sports show.

April 2011 Angling International

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COMMUNIQUÉ I N S I G H T • A N A LY S I S • T R A D E N E W S

Tourism boost for Brazil show

The Brazilian Sportfishing Trade Show, scheduled for August 2011, continues to gather momentum, with tourism one of the biggest growth areas.

Fernando Martinelli: “The sector has increased.”

This year’s exhibitors will include many specialist fishing lodges and hotels representing destinations including Amazonia, Pantanal and Araguaia in the middle east of Brazil.

Other South American tourism destinations represented will include Corrientes (Argentina), Los Roques (Venezuela), Amazon Bolivian (Bolivia) and Panama.

“Participation by the fishing tourism sector has certainly increased,” confirmed event spokesman Fernando Martinelli. “One of the highlights will be a ‘trade mission’ that is coming from Corrientes made up of 60 tourism

entrepreneurs from the region. We are also going to promote debates between Argentinian and Brazilian authorities during the show.”

Martinelli told Angling International that all of last year’s exhibiting equipment companies have again confirmed their presence, with Shimano and Coleman taking two of the biggest booths at more than 100 sqm each.

One of Pure Fishing’s largest distributors in Brazil, Flagship, has returned to the show after a two-year absence, taking a 120 sqm booth.

Other exhibiting brands include Plano, Minn Kota, Abu Garcia, Yum, Jackal and Sébile, while big Brazilian importer Riako has confirmed that it will be bringing brands including Fenwick, Mitchell and Stren.

Also on the show floor will be Okuma, Strike Pro, Daiwa, Penn and Shakespeare, Eagle Claw and Sasame.

Martinelli added: “We are still negotiating with international companies like Scotty, who last participated in 2009, FirstDart, Worthco, Relix, H20 Prolures, Seasons Four Tradelink and others. All of these have reserved space and we are just awaiting confirmation.

The show, which is supported by the Brazilian government through its fishing and tourism ministries, takes place at Sao Paulo’s Frie Caneca Convention Centre from August 10th to 12th. For further information email maria@pescatradeshow.com.br.

Cabela’s tackle sales rise Cabela’s – the giant American outdoor sports retailer – saw a slight rise in its fishing tackle sales last year.

In its annual report, the Sidney, Nebraska organisation revealed that in 2010 fishing and marine sales accounted for 14.2% of its business – a rise of 0.2% on the previous year. Its biggest selling sector remains hunting

equipment, which took a 44.5% share.

The store also reported a fourth quarter total revenue increase of 8% to $934m.

• Cabela’s agreed to pay around $10.4m and to reform its credit card code of practice as part of a settlement agreed with the Federal Insurance Corp.

The company agreed to eliminate ‘improper’ fees it charged customers for late payment, although the retailer made no admission of wrongdoing in the settlement.

April 2011 Angling International

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COMMUNIQUÉ I N S I G H T • A N A LY S I S • T R A D E N E W S

Fulling Mill thinks inside the box Fulling Mill, the leading fly and tackle manufacturer, has introduced a number of new packaging and in-store display products that it believes give retailers a “clear advantage”.

Keen to encourage and assist retailers to show its products in the best possible way, the UK-based company has identified a number of areas for improvement. The first, explained Mar-

keting Director John Wolstenholme, is the packing used to send orders to retailers. The result is a new customdesigned, clear box with a hard plastic lid incorporating a Euroslot that folds away when not needed.

Said John: “The box is strong enough to protect delicate hackles on flies; and being clear, the contents are easily identified. The Euroslot allows retailers to sell flies off the peg.”

Aware that many shops struggle to pack flies once a customer has purchased them, using everything from match boxes to film canisters to paper cups, Fulling Mill has also produced a handy, purpose-built storage tub to easily accommodate a couple of dozen trout flies. It has a clear protective lid, is stackable for easy storage and made from recyclable materials.

A further development from Fulling

Richworth enters team into WCC

Mill is a smaller version of its popular Maxi Fly Cube, an acrylic storage system ideal for shops with limited space. “We realised customers wanted a smaller cube to specifically merchandise best sellers or our range of Tactical river flies,” added Wolstenholme.

The Mini version has four drawers and can hold up to 100 different fly patterns. Cubes can also be customised to suit customers’ requirements.

All Fulling Mill’s PoS products are in its new 2011 catalogue. Enquiries to john.wolstenholme@fullingmill.com.

Bait company Richworth has not only agreed to sponsor the 2011 World Carp Classic but has also entered a team into the September competition.

The European business will be a section sponsor during the week-long event on Lac de Madine in northeastern France, where the 260 anglers from 30 countries will include Steve Renyard, Pete Wilson, Sylvain Schumacher, Katy Henry and Cor and Karin de Man from Richworth.

Richworth’s decision to sponsor the WCC was announced in last month’s Angling International, with Media Manager Pete Wilson explaining that the company had watched the WCC grow since its launch in 1998 and felt the time was right to have full involvement.

Meanwhile, Richworth has recruited prolific carp catcher Steve Lilly to its field-testing team.

Come and see us at stand H54

www.northlandtackle.com

Telephone: +1 218 751 6723 Email: cmorgal@northlandtackle.com

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Angling International April 2011

FLY FISHING RIO buoyed by survey result

UPDATES in association with

TM

THE WORLD’S LEADING TRADE SHOW FOR THE FLY FISHING SECTOR THE WORLD’S LEADING TRADE SHOW FOR

THE FLY FISHING SECTOR

Patagonia cheer Moving to New Orleans is ‘like a breath of fresh air’ for the IFTD Show. That’s the view of Patagonia’s International Fishing Development Manager Bill Klyn as he looks forward to the show’s debut in Louisiana in September.

He told Angling International: “The show was getting caught up by the recession and perhaps needed a lift.

Changing the location has got everyone talking about it again and given it an extra impetus. I am a great fan of the IFTD Show – it is very important to Patagonia.”

RIO Products International will be going to the IFTD Show buoyed by a tremendous vote of confidence from its American customers.

For the second year running it has seen its brands voted as America’s favourites.

Research by Southwick Associates has revealed that RIO was top of the categories for favourite line brand and leader brand for 2010. Last year it was voted as the favourite fly leader brand.

The research was conducted on the internet and was a result of a survey of more than 31,000 anglers.

New to the fly line family from RIO is its Avid Series – a range that incorporates five mid-priced fly lines. Each line is made at the company’s factory and goes through the same rigorous quality control as all RIO premium fly lines.

All lines, except the Intermediate, feature RIO’s AgentX Technology that is said to result in a higher floating line. It also has a special coating that helps keep it clean and increases casting distance.

The collection consists of the Trout WF, Trout DT, Intermediate, 24ft Sinking Tip and Saltwater.

The Idaho Falls, Idaho company has also added to its range for 2011 with the introduction of a new StreamerTip. RIO says that throwing streamers is an essential tool in any fly fisherman’s arsenal and the new StreamerTip allows the casting of all sizes of streamers easily.

It has a front-loaded weight and aggressive front taper to turn over the heaviest of flies.

The 10ft clear tip that sinks at a 1.5 inch-per-second rate is ideal for stripping streamers just under the surface.

It is also designed for anglers fishing from a drift boat and who need to make fast, one-shot casts to the bank.

Each line is made with a coldwater coating. They also feature welded loops on both the front and back ends of the line for streamlined gear changes.

Business contacts Tel: +1 208 524 7760 Email: rio@rioproducts.com Website: www.rioproducts.com

For a complete list of all exhibitors to date visit www.afftaiftd.com.

Click on the ‘For Retailers’ icon and scroll down to the ‘List of Exhibitors.’

AFFTA predicting a sell-out as big names commit to show AFFTA is anticipating that this year’s IFTD show will be the “biggest in recent years” – following the great support received so far from manufacturers and other fly fishing businesses who have committed to exhibition space.

Buoyed by the news that almost every one of the major companies that did not exhibit last year will be on the show floor in New Orleans, the AFFTA Board is predicting the show will be sold out – something that has not been achieved for years.

In only its second year under AFFTA ownership, the IFTD is now concentrating on increasing retailer attendance.

“Our biggest focus has been selling out the show, and I believe we are going to do just that,” said show director Randi Swisher.

“Now we are ramping up our marketing effort and

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promotion in trade publications both domestically and internationally to get the dealers there.”

The new marketing programme includes a visit by AFFTA Board members to the giant EFTTEX trade show in Amsterdam in June, which it believes will lead to increased international attendance by both exhibitors and dealers.

More good news for AFFTA is that membership has dramatically increased over the last year. In efforts to make the Association a more inclusive, memberdriven organisation, it has consistently asked the industry for input and suggestions on key issues.

These range from the need for a new industry survey, what IFTD attendees specifically want to see at the show, future directions for its Discover Fly Fishing programme and the location of the show itself.

AFFTA’s Government Affairs and Affiliates (GAA)

committee has also been active in monitoring federal congressional and executive branch business, keeping watch on legislation and policies that affect members’ businesses.

“The committee continues to build key relationships to ensure that fly fishing interests are represented when policy decisions are made. The recent announcement by the US Environmental Protection Agency to review large-scale development projects such as the Pebble Mine in Alaska’s Bristol Bay is a great example of how these legislative partnerships can make a difference for the industry.”

AFTTA Chairman Jim Klug and Board member Tom Sadler recently travelled to Washington to meet with policymakers from the White House, the Department of the Interior and conservation groups to promote issues important to AFFTA members.

CHINA FISH REPORT

LI JIANG: ‘THIS IS THE BEGINNING OF A BRAND NEW ERA FOR CHINESE COMPANIES’

Improved facilities at China Fish 2011 reflected an all-round confident mood amongst Chinese exhibitors intent on brand building. An increase in domestic buyers also suggests China is now emerging as a key market in its own right, a delighted show owner Li Jiang tells Angling International.

Angling International: This year’s China Fish took place in the week it was announced that the Chinese economy had grown to become the second largest in the world. Was there evidence at the show that Chinese buyers now have more purchasing power?

Li Jiang: It’s true that the Chinese domestic fishing market is growing in line with the overall growth in the Chinese economy. The market is increasing 20-30% each year and there was clear evidence of that at the show this year. We witnessed a dramatic growth in the number of domestic buyers at China Fish 2011. In the past there have been no more than 200 domestic preregistered buyers but this year there was over 500.

But this dramatic growth in the market does bring its own challenges. High inflation will mean that some enterprises might suffer from some cash flow difficulties.

In the past China Fish was known as the place for foreign buyers to find good value products. Does the

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increase in the number of domestic buyers change the nature of the show?

Not at all. China Fish has been and always will be an international show. It attracts buyers from more than 80 countries and regions. What is now happening is that the international side of the show is evolving because big overseas brands have gradually recognised its importance as a showcase for their own products.

More and more international companies have begun to exhibit at the show, selling their products to Chinese suppliers, seeking potential trade partners from all over the world or using the show to explore the Chinese market. The rising number of Chinese domestic buyers can greatly satisfy the demand of overseas companies for new markets. For China Fish, being international is essential, and the growth of the Chinese market is helping to make it more international than ever.

So, what kinds of products appeal to China’s more powerful domestic buyers?

Fishing hooks, fishing lines and lures are the preferred products for domestic buyers. China can not produce those products to a high enough quality so Chinese

buyers look to purchase them from the foreign exhibitors. It will be interesting to see how Chinese companies respond to these new demands from domestic buyers and the competition from overseas.

The urgent need, I would say, is for them to improve the quality of their products.

There was an overwhelming impression at this year’s show that smart exhibitors are focusing on brand building. Are we entering a new phase in the development of the Chinese angling market?

Absolutely. It is the third decade in the development of the fishing tackle industry here in China and, yes, some companies are taking great strides in creating their own brands. I believe this is the decade that some famous brands will emerge out of China. You only need to see what Old Ghost is doing. It has big plans to formally enter the European bait market this year.

It was also clear that China Fish itself made many improvements this year. What were the key areas that you focused on?

To improve the show for our customers, comfort and

CHINA FISH 2011

THE STORIES BEHIND THE FIGURES Total exhibiting companies were down from last year

2011: 470 exhibiting companies 2010: 505 exhibiting companies Say the organisers: “We tried to provide less exhibiting space and fewer exhibiting companies for China Fish 2011 since the imbalance between the number of exhibitors and visitors at China Fish 2010 was a big problem.”

New exhibitors broke a show record

This year there were 97 new exhibitors at the show, which accounted for more than 20% of the total, the largest percentage of any China Fish show in history.

There was a dramatic increase in domestic buyers

Large brands made a special effort (above) while EFTTA celebrated its 30th year (right).

This year saw a dramatic increase in the number of domestic buyers. Compared with 70-120 domestic buyers in the past 2-3 years, about 500 domestic buyers pre-registered for China Fish 2011. Domestic retailers accounted for 63% of this total and domestic trading companies 35%.

service were our main focus. We especially decorated the Visitors’ Lounge in order to create a warm and relaxing environment for both exhibitors and visitors. Where service was concerned, we provided hotel reservation support, a visa invitation letter, interpreter services and most importantly, a pick-up service from the airport. We wanted to make it as convenient as possible to visit the show this year.

American visitors up, Japanese visitors down

know, we cooperated with EFTTEX last year when the EFTTEX booth was launched at our show. I am hoping You have acknowledged that there was that all three of us can work even dissatisfaction among visitors after more closely together in the future the 2010 show. How did exhibitors and to develop the global fishing tackle visitors react to the changes this year? industry.

The customers I talked to told me they were satisfied with the show, especially And what about within the hall itself? the Visitors’ Lounge. They thought it I was delighted that the visitors was very comfortable and convenient. appreciated the overall improveLast year, after the show, there were lots ments we have made, and also the of complaints from exhibitors as well improvements made by exhibitors. as visitors, but this year there were no The general feedback from visitors is complaints at all. that this year’s exhibitors dramatically improved the overall quality of their What pleased you most about this booths and their customer services. year’s show?

Many more arranged interpreters at That the three heads of the world’s their booths than in previous years three leading trade shows, EFTTEX, and had more staff available that ICAST and China Fish, gathered could speak English. Some even protogether for the first time in China to vided coffee, tea and beer to visitors. discuss further cooperation. As you These things make a difference.

The USA (up from 121 to 145 buyers this year compared to 2010) Canada (six to 12) and Brazil (two to 12) all saw noticeable increases in visitor number. The UAE (eight to 16) and Malaysia (22 to 39) also added new visitors. Elsewhere, there was a dramatic fall in the number of visitors from Japan (172 in 2010 to 119 this year) as well as Italy (35 to 20) and Holland (27 to six).

Left: the New China International Exhibition Center welcomed more domestic buyers than ever to China Fish.

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April 2011 Angling International

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CHINA FISH REPORT

> Numbers of exhibitors and visitors held steady, sug-

gesting maybe that China Fish is a mature show with a consistent level of customers, so how will the show grow in the future?

We want to bring the show closer to the standards set

by EFTTEX and ICAST in terms of our general service and the facilities in the exhibition hall. It’s true that, because of some of the limitations within China’s economy, we can not be on the same level as EFTTEX

and ICAST, but we are trying to do as well as we can. We are where we can be at this moment in time.

Can you explain your vision for China Fish in the future?

I hope that in the near future China Fish will be an important platform for big companies to promote their brands rather than merely a place where international buyers can purchase or find OEM manufacturers.

Two storey stands were eye-catching

Old Ghost typified the new breed of Chinese brand-builders at the show.

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Angling International April 2011

Will next year’s show be held at the but also caused some problems. same venue at the same time?

Next year, the show will be held between February 6th and 8th at New China Interheight. We will make changes on that for next year. national Exhibition Center, the same venue as China Secondly, I hope we can do a better job on IPR. In Fish 2011. We already have 370 exhibitors booked. the past, we only informed exhibitors or visitors how to deal with infringements at the show. From now Finally, what further improvements can customers on, we will more aggressively promote how to protect expect in 2012? your intellectual property in China while also settling Firstly, learning from EFTTEX, we will set restrictions IPR disputes as well. on the height and safety of the specially decorated Thirdly, we will make every effort to encourage booths so they do not affect other booths nearby. the world’s leading companies to participate in the This year, the specially decorated booths had already show. And fourthly, we are sending questionnaires to been approved by the security department well before all exhibitors and visitors who participated in China the show but, honestly, we did not fully consider Fish 2011 so we improve the show according to their the potential effect on other booths caused by their opinions and suggestions.

2011 LINE THE ANNUAL SHOWCASE FOR THE INTERNATIONAL LINES SECTOR

Strike Wire going from strength to strength

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trike Pro Europe has introduced Strike Wire Extreme – a tight braided superline with a ‘unique’ mix of qualities. The company says that new technology delivered a longer lasting line with abrasion resistance and toughness. The braid holds its colour and its round shape reduces backlash and stops digging-in on the reel. Due to its coated fibres it does not absorb or hold water.

An important feature of the line is that its dry braid maintains its thin diameter and ultimately the sensitivity that anglers require in a premium braided line.

The water-repellent coating is also useful when fishing in wet and cold conditions.

Strike Pro Europe admits that its initial sales but adds were we re sslow, low, lo w, b ut add dds th that the hard work,,

perseverance and the good qualities of the braid finally showed through as the company enjoyed a steady increase in sales revenue.

The culmination came when the line was voted Best Braided Line at EFTTEX 2010 in Valencia. Following that success several new braided lines have been introduced during the last two years – four products for different types of fishing.

Strike Wire Red is a superline that is nearly invisible to fish. Red is the first colour to ‘disappear’ – or, more accurately turn to grey – underwater at around four metres.

Strike Wire Vertical gives the ultimate in sensitivity without compromising control, says Strike Pro Europe. It is a strong hi-vis ideal for vertical pink braided line that is idea perch. fishing for big zander and per Strike Wire Multi Colour ur has a colour change allows anglers to every ten metres and this allo present the lure in the strike zone easily, often. It is best for more accurately and more oft sea fishing and trolling for all kinds of species in both fresh and saltwater. its name suggests Strike Wire Ice Braid – as it extremely cold – has been designed for extrem conditions, as it is ice-proof aand very strong.

In addition to braided lines the Strike Wire brand also incorporates mono lines – Strike Wire Fluorocarbon and Strike Wire Shock both strong, supple Leader Nylon – which are bo and abrasion resistant.

Business contacts Tel: +46 8 7610600 Email: lc@strikepro.se Website: www.strikewire.eu

Above: Strike Wire Extreme has given rise to a range of new braids including Strike Wire Multi Colour and Strike Wire Red.

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WINNER A

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The line manufacturing sector has always been a vibrant part of the fishing tackle industry, but – driven by consumer demand – it has in recent years risen to previously uncharted levels of invention and diversity.

This year’s annual Angling Angling International International Lines Special Publishing Editor Issue is testimony to the Mel Bagnall innovative approach of line companies across the world, with almost 30 (that’s ten more than last year) sharing their plans and new product ideas with the broader industry.

The profile of the line sector also continues to be raised by the EFTTA Line Charter, a determined and sustained effort by the European industry’s governing body to raise labelling standards.

The response to the Charter has been extremely positive with 27 companies having signed up – well over the Association’s initial target of 20 and a sign, says EFTTA CEO Jean-Claude Bel, of the industry’s growing maturity.

“The industry has finally realised that the situation was stupid,” he said. “Now we are trying to convince other big players that there are no other options in the future if they wish to remain credible brands. Not joining will be looked upon with suspicion. It is up to every honest company to stand against the cheaters.”

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2011 LINE

INSIGHT • ANALYSIS • TRADE NEWS

Aquateko offers anglers double the benefits

under water makes it the obvious choice If you have ever wondered why you go when conditions necessitate the most to so much trouble making your bait presentation invisible to fish but then tie natural presentation possible.” in a gaudy metallic swivel that sticks out Next at ICAST was Kessler’s Knotlike a STOP sign, then you are not alone.

2Kinky stretch test. By applying signifiMeanwhile, anglers fishing for toothy cant pressure to either end of a two-foot fish are too often undermined by length of this new nickel-titanium leader, expensive wire and leader material that the wire would actually stretch, stop immediately kinks. They waste precious and recoil back perfectly – no kinks, no fishing time coils, no loss in tensile strength. changing out Reactions to this demonstration or otherwise reflected astonishment said Kessler. rebuilding, “Previously difficult fish seemed retying and within reach. Everyone wanted a piece re-crimping of this new action,” said Kessler. replacement “No matter where we go, demonstratrigs and leading InvisaSwivel and Knot2Kinky wire,” ers – they have said Kessler, “anglers can’t believe even lost fish what they’re seeing. They immediately because their old wire material didn’t start thinking of ways they can use stretch or absorb the shock of a hardthese products on their waters. They’re pulling predator. using InvisaSwivel for stealthy Carolina It’s why for years anglers of pike, and dropshot rigs for bass, finesse muskies, wahoo, kingfish and barracuda ice-fishing applications and for ultrahave sought a better solution. sensitive redfish.”

Aquateko says that’s also why during He continued: “It’s the same thing for ICAST 2010 media and buyers who Knot2Kinky. We have had guys tell us visited its booth were so blown away that they’re the best thing they’ve ever by what they saw. Again and again used for pike and muskie leader bereactions to two new and revolutionary cause it simply never kinks or corrodes. fishing tackle products were the same.

“They can fish for days and weeks The first was InvisaSwivel – the first with just one leader. And they can tie and only transparent, neutrally buoyant new rigs in seconds. And, of, course the stretch factor amazes everyone.” swivel constructed with an advanced “Instantly, I knew I had found a fluorocarbonmaterialcalled‘Fluoro-Clear’. solution to line twist,” said celebrated Then came the Knot2Kinky Nickel ice fishing pioneer, Brian ‘Bro’ Brosdahl.

Titanium Wire – a totally new user“And I was right, tied between my mainfriendly leader and rig material that is line and a leader line, the InvisaSwivel tieable, knottable, virtually kink-proof, absolutely eliminated line-twist for corrosion-proof and elastic – offering vertical jigging.

10% stretch.

Professional fishing guide and FreshWhen Aquateko founder and owner Keith Kessler demonstrated the InvisaS- water Fishing Hall of Fame (Hayward, Wisconsin, USA) member Tom Neustrom wivel’s qualities, he said that reactions at ICAST were inevitable and predictable. agreed. He added: “InvisaSwivels are equally as effective on the open water, “People were saying ‘Wow’, ‘No way’, especially for trolling. I pull a lot of crank‘That is unbelievable’. baits, body baits like Rapalas, and tied “Watching a swivel bend and flex 180 between my mainline and a fluorocardegrees in all directions is one thing. bon leader, the InvisaSwivel keeps the To see the same swivel recover with baits running true and withouttwisting zero adverse effects to the transparent material or its free-spinning rotation is the line, even with spinning equipment.” something else entirely.

“That InvisaSwivel is also corrosionproof, self-lubricating, neutrally buoyant and – of course – virtually invisible Business contacts Tel: +1 904 273 7200 Email: sales@aquateko.com Web: www.aquateko.com 36

Angling International April 2011

Gruppo DP pushes on in carp sector Gruppo DP has extensive experience in the manufacture of OEM line brands for carp fishing and, as part of a more aggressive marketing strategy, is looking to set up a team of reps to directly service retailers.

Gruppo DP’s carp range includes nine lines designed to suit all different needs and techniques. Among these is the Asso Molecular Shield that is said to be a 12-times more abrasion-resistant monofilament. Unlike most high abrasion lines that obtain their abrasion resistance by adding silicon, it gets its qualities from a different technology that is called ‘Molecular Shield’. Every molecule is surrounded by a special compound that forms like a shield to protect the surface and inner core of the line.

Gruppo DP says that silicon is good for abrasion, but has disadvantages in that it has too much memory and inconsistent knot strength.

The company also highlights its braid that is produced by mixing PE and fluorocarbon – a combination that gives it a high sinking speed and more stretch than a normal PE.

Business contacts Tel: +39 0103 696846 Email: export@gruppodp.com Website: www.gruppodp.com

Dah Sen: ‘We are ready to meet increased demand’ China-based line maker Dah Sen is set to increase its production capacity by more than 30% in the next three years. It says that over that time it wants to establish itself as the best supplier of fishing line in the world.

The company is making the move after seeing an increase in its braided line sales over the last year.

Company President Chia-Chen Chang told Angling International that Dah Sen had the infrastructure in place to achieve its lofty ambitions. It is currently building a second Ambitious: President factory in Jiangmen Xinhui city to take advantage of what it Chia-Chen Chang. describes as a return of confidence in the fishing market.

“We have completed the first phase of our development plan and within the next 12 months our production capacity will be up to 50 million metres.

Chang added: “The fishing industry has been through a tough time, but we are seeing a marked improvement. The market is back to about 70% of what it was at its height a few years ago.

“We were fortunate at Dah Sen because the dip did not affect us as much as we thought it might. Many of our customers reduced their orders and put the emphasis on quality and price.

“That meant an extra cost to us, but it also focused us on the quality of our product and we are better for that.

“Anglers are increasingly placing importance on the quality of products Business contacts and companies like Dah Sen, which Tel: +86 750 689 6666 Email: dci@dsdci.com has a strong R&D programme, can Website: www.dsci.com take advantage of that demand.”

2011 LINE

I N S I G H T • A N A LY S I S • T R A D E N E W S

BERKLEY: ‘A SPECTACULA LINE IS COMING YOUR WA It’s not a mono. Nor is it a braid or a fluorocarbon. No, angling should brace itself for a shock, says Jan van de Bovenkamp ahead of the summer launch of Berkley’s revolutionary ultra-thin Nanofil.

W

hen you think about it, it’s only logical that it’s a Pure Fishing brand taking the next big step in line.”

So says the company’s Senior Product Manager Jan van de Bovenkamp, as if trying to rationalise the momentous news he is about to deliver.

It‘s true that as “the leading fishing line developers”, Pure Fishing‘s brands have

fluorocarbon (Berkley, 2000). But this latest advance is set to be the biggest of them all.

After seven years of development, testing and preparation, Berkley is primed to announce a new breakthrough in line technology, “a spectacular new fishing line,” says van de Bovenkamp, that uses a material that has almost magical properties.

Berkley calls it uni-filament fishing line and believes it has the capacity to turn the market upside-down. “Hundreds of strongerthan-steel Dyneema nano-filaments are molecularly linked and shaped into a unified fishing line,” explains van de Bovenkamp. “It starts as thin as human hair and this size will provide you with more than 1kg of strength!

“Then you cast with it and the line seems like it’s flying on its own.”

“The diameter and strength combination of this line is like something out of a dream.” been responsible for a number of the very biggest advances in line. Think monofilaments from Stren in 1958, the first GSPE superline (Spiderwire, 1990) and mainline

INTRODUCING SPIDERWIRE FLUOROBRAID “This line sinks like a fluorocarbon and has less slack for ultimate sensitivity and faster hooksets!” So says a clearly delighted Jan van de Bovenkamp of Spiderwire Fluorobraid. And there’s more, he says.

“Spiderwire Fluorobraid has a low-coefficient of friction for quieter retrieves. It’s built with the highest grade Dyneema for strength and sensitivity but also two strains of Gore fluoropolymer high performance fibres for density and sinkability.

“This is a breakthrough Gore Fluoropolymer Dyneema superblend.”

Where traditional braids build a huge bump in the line profile towards the bottom where the bait is, Spiderwire Fluorobraid

38

will have a direct profile that allows you to fish deeper or have a much faster hookset.

Its small diameters make it perfect for feeder fishing and for fishing spoons, spinners and medium wobblers. “It even makes pilks sink faster,” adds van de Bovenkamp.

“You can make wobblers rundeeper or have dead bait presented to the bottom without having line floating around it. There is no limit to the use of this line. ”

Angling International April 2011

Spiderwire Ultracast Fluorobraid is the best option between buoyant lines and leadcore.

The story of the development of unifilament is a classic one of exceptional raw material coupled with angling know-how.

When van de Bovenkamp and Pure Fishing’s German Regional Director Michael Stahlberg were introduced to the “magical material” by DSM Holland, they immediately began working on how to apply it to fishing.

Intense field testing followed with big guns such as Joe Meyer and Keith Jones. Years passed before the line was perfected.

“I remember the moment one pro staffer casted it for the first time,” says van de Bovenkamp today. “His response was, ‘Wow man! Did you see that? The bait just flew straight into the trees on the far bank.

What is this?’ If we hadn’t known before, we knew then that we had something special. It casts like you never experienced before and the diameter and strength combination is like something from a dream.”

Berkley now has its first product using unifilament technology. Called Nanofil, it will be the subject of a major launch in Etten-leur, Holland before EFTTEX. It will be then be sold to consumers from September in special packs detailing how to knot the line properly. Uni-filament is special enough to require such guidance, insists van de Bovenkamp.

“We found that it is essential to tie the right knot so you have ultimate knot strength on the product,” he explains. “Tests all around the world proved the line is probably the best low to mid-sized spinning reel line in the world.

“We will make it very, very clear through education so anglers have all the confidence they need to fish such thin lines.”

WHAT MAKES SNOWBEE’S XS FLY LINE SO SPECIAL? See p46

AR NEW AY!’

Jan van de Bovenkamp with a 12lb Redfish caught on 0.15 Nanofil tied direct to the swivel on a test session in South Carolina.

Left: The highly versatile Ultracast Fluorobraid.

Right: New Fireline Tournament Exceed.

THE NEXT GENERATION IN FUSED PE BRAID The new FireLine Tournament Exceed is now available in stores, says Jan van de Bovenkamp.

The new FireLine Tournament Exceed meets the needs of anglers who want the highest performing braid, says Jan van de Bovenkamp.

“This is a line to suit cutting-edge tournament techniques,” he says.

“Its incredibly thin diameter provides even greater and more secure casting properties, greater sensitivity for the detection of bites, superior lure perfor-

mance and increased line capacity.

It also keeps its strength, manageability, knot strength and abrasion resistance.”

The Tournament Exceed range now includes a New Red, the original Flame Green, Smoke and Crystal colours. The packaging is modern and effective in protecting the line in the best way possible, adds van de Bovenkamp.

Business contacts Tel: +33 45 09 67 700 Email: jvbovenkamp@nl.purefishing.com Website: www.eu.purefishing.com

April 2011 Angling International

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2011 LINE

INSIGHT • ANALYSIS • TRADE NEWS

EUROCORD TAKES GREAT LEAP FORWARD! Following operational changes, the OEM specialist based in the Netherlands is now able to offer an improved service, putting it in a position to deliver ‘the best possible lines available,’ says General Manager Timo Vernooij.

O

ver the last few months Netherlandsbased OEM manufacturer Eurocord has been busy developing a new range of fishing lines in close collaboration with customers and professional field testers. To ensure clear classification of the portfolio, the company has categorised its products into floating lines, sinking lines and intermediate sinking lines. This spring will see the launch of new floating lines including ultra-thin lines, eightbraid lines and lines for sea fishing and catfishing.

The small diameter lines can be used as a main line or for casting purposes. For this Eurocord has developed two new product groups to fulfill customer demands. These lines can be also used for ice fishing.

The eight-braid product group has been developed to fulfill customer requests for a smooth line with a sophisticated feel. This product group looks like monofilament fishing lines.

For stronger lines needed specifically for sea fishing and catfishing, Eurocord has developed a braided floating line produced on a 12 carrier braiding machine. These lines are very round, smooth and strong in relation to the diameter. It’s where Eurocord especially distinguishes itself from its competitors.

For all of its fishing lines Eurocord has developed a special Teflon® coating to make the line significantly smoother, more water-resistant and less prone to picking up sand and dirt.

It is also intended to prevent tangles and is therefore longer lasting.

The coating is optional and can be applied to every Eurocord fishing line.

Eurocord General

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Angling International April 2011

Manager Timo Vernooij revealed that the company is also planning to introduce new sinking and intermediate sinking lines in the second half of the year.

He explained: “Besides these relatively standard products we are also working on custom-made requests, including the development of a braid with more stretch than is currently available on the market.

“Over the last year some organisational changes have taken place in the company and we have invested in the innovation of our products. Quality and continuity are the key words driving Eurocord as we strive to offer our customers the best possible lines available.”

Vernooij says that the company will be backing up its new launches by optimising the production process and the sourcing of new raw materials. The company is also planning to revamp its website to support a stronger marketing push.

Eurocord started braiding super-strong materials like Dyneema® and Kevlar® for the fishing market in 1989 and Vernooij says: “We provide fishermen with hi-tech products and we use the most innovative materials and methods of production to maintain our position as a leader in the production of quality lines.

“The production takes place in our own factory in

Tilburg and from there we can deliver fishing lines in high volumes. However we can also personalise the lines with specific company branding and individual technical requirements.

“Over the past 40 years Eurocord has developed and produced products of high quality. We have maintained the best possible relationships with our customers who can always have confidence in our reliable and experienced team of management and employees.”

Eurocord produces for its customers under ‘white label’ as Original Equipment Manufacturer (OEM).

The company welcomes customers’ special requests and is happy to provide them with tailor-made products. For further information please contact sales representative Bram Jacobs.

Business contacts Tel: +31 1346 75878 Email: sales@eurocord.eu Website: www.eurocord.eu

Cortland’s advantage is ‘crystal’ clear For nearly 100 years the Cortland Line Company has been at the forefront of line technology.

Based in the picturesque valleys of central New York, the company says that since the early days it has been focused on just one thing – fishing.

It adds: “Fishing has and always will be what drives us on to develop the most advanced lines offered today. All our lines share the latest in line technology – many of which Cortland pioneered itself for the industry.”

And one of its latest developments is the PE+ Crystal – an all-new fly line that is formulated with a blend of polythene and special copolymers.

Built on a nylon monofilament core, the PE+ Crystal’s patent-pending crystal-clear jacket is naturally lighter than water, eliminating the need for micro-balloons or other agents to make it float.

The hard, ultra-smooth PE+ line jacket finish has a lower co-efficient of friction than any other production floating line ever made so it shoots silently through the guides and casts faster and further than equivalent PVC-coated floating lines, says Cortland.

The line jacket is tough and much more resistant to cuts and abrasions. It is fused to the monofilament core with an almost unbreakable bond so nail knots hold securely and there is never any separation of the jacket and core.

Its high tensile strength virtually eliminates stretch for instant hook sets and incredible sensitivity.

The PE+ jacket is also UV stable, will not absorb water and is highly resistant to chemicals – it won’t dissolve or soften when exposed to DEET, fuel or most other solvents. Cortland adds that unlike PVC-coated fly lines, it is 100% recyclable.

Another modern-day innovation for Cortland has been its Precision Series – a range of species-specific lines that use advanced taper configurations for different types of fish and applications.

Business contacts Tel: +1 607 756 2851 Email: info@cortland.com Website: www.cortlandline.com

Eagle Claw’s bioline takes FIRSTDART UNVEILS lead role on environment ULTRA-FINE PE LINE Eagle Claw says that bioline is the first 100% biodegradeable fishing line on the market. Made from a special formula of biodegradable polymers, bioline is engineered to retain its strength and durability for the first ten to 12 months of use. After that it will decompose in water or on land within five years. Eagle Claw says that standard monofilament lasts for over 600 years.

For that reason bioline is said to be the choice of anglers looking for a more earth-friendly line alternative. It is said to perform as well as a monofilament and boasts strong abrasive resistance and knot strength while having the clarity of fluorocarbon. bioline is certified to meet the most stringent ASTMD 6400 standards; it comes in 225 yards per spool; it is packaged in air and watertight packaging that is both re-useable and recyclable; and its pound test ratings are within IGFA regulations.

Eagle Claw says it strives to Business contacts Tel: +1 720 941 8720 Email: wkirkland@eagleclaw.com Website: www.biolinefishing.com

be the leader in green fishing gear for anglers around the world and looks for opportunities to work with other organisations which are committed to conserving natural resources and waterways. The company says: “We believe our commitment to the environment is an investment in our collective futures.

“Through the introduction of innovative and environmentally-friendly components, we are able to manufacture products that help us meet our present needs while preserving the planet for future generations.”

After significant research and development, FirstDart has added a PE line in ultra-fine diameters for discerning anglers worldwide. Platinum Helix is a multi-filament line that combines the existing properties of PE lines – almost no stretch and high sensitivity – with ultra-fine diameter at affordable prices.

FirstDart Sales Manager Sandy Ogata said: “We often get asked for PE lines with diameters of 0.16mm and below. While we could supply these, the prices were often too high for the marketplace. Now, with Platinum Helix, we can offer lines down to 0.08mm at a good price.”

Sandy explained that the problem in the past was that to achieve a round braid it needed four ‘carriers’ of PE material. To achieve the fine diameters necessitated the use of very expensive low denier fibres.

FirstDart says it has solved the problem by replacing the braiding process with a new one called Homogenous Compound Bonding (HCB).

Added Simon Henton, FirstDart’s Marketing Manager, “This new HCB process allows us to produce very fine diameter PE lines that act and feel like a monofilament but have exceptional strength.

“These lines have been particularly well received in Europe and the USA and have attracted a lot of interest in feeder fishing situations as well as normal bait and lure fishing applications.”

Platinum Helix lines are available from FirstDart in diameters from 0.08mm and in standard colours of black, grey, blue and fluo yellow.

Business contacts Tel: +420 607 105748 Email: info@firstdart.com Website: www.firstdart.com April 2011 Angling International

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2011 LINE

INSIGHT • ANALYSIS • TRADE NEWS

RELIX STRENGTHENS ITS Boosted by continued low costs in Indonesia and cutting-edge technology at its factory, the Relix brand is finding customers for its lines in unexpected places.

P

T Central Sarana Pancing (CSP) – under its Relix branding – is set to double its braided line capacity in the next year and plans to add more capacity for its monofilament production.

The Indonesian-based company, which launched four new lines at China Fish 2011, says the move is necessary to keep up with increasing demand for products.

Lieanto Sjafri, CSP Marketing Manager, told Angling International: “As a line manufacturer in Indonesia we are enjoying many advantages over our competitors – including low labour costs and tax discounts for importers in many countries that deal with us.

“Companies are now seeing us as a good supply alternative, especially with the labour problems in China and the strengthening RMB. “We have been working with many new OEM customers over the last two years.”

Line is an important part of the CSP business and accounts for nearly half of the company’s revenue and production output. It has two factory buildings – utilising around 3,100 sqm of floor space – dedicated to line production.

Sjafri said: “The line market is very competitive as many companies have entered the sector in China over the last few years offering monofilaments as well as braided lines at very competitive prices.

“However, CSP tries to focus on quality and does not compete on price.

We work hard to understand exactly how lines are used in every style of fishing and then develop products that work and anglers understand.

“We have also learnt to use cutting edge

technology and materials and we apply them in the development of new products.”

Sjafri added that CSP was developing its business worldwide and returned from China Fish with contacts in countries it has not dealt with before.

He said: “We talked to representatives from Kazakhstan, Ukraine and other eastern European countries as well as Latin America.”

Business contacts Tel: +62 21 596 1265 Email: lieanto@relixfishing.com Website: relixfishing.com 42

Angling International April 2011

NEW LINES LAUNCHED AT CHINA FISH 2011

EIGHT BRAID

Braided from eight PE yarns with a braided construction that is designed to give suppleness and strength. It is soft and thin – its diameter allows it to fill the spool with more line to enable it to cast further. Relix says the braid is ideal for all fishing techniques, particularly vertical jigging, trolling, jerk bait and popper fishing, carp fishing and spinning.

S GLOBAL POSITION “We try to focus on quality rather than compete on price. We work hard to understand exactly how lines work.”

– Marketing Manager Lieanto Sjafri

ONE BRAID

Special braid in which all of the individual yarns are threaded together by a special thermal process. As a result it is very thin and strong. A multi-coloured line, there are five different colours with a change every 10m so that the angler can tell how much line has been let out and how deep the bait is. Ideal for jigging and trolling.

PERFECT BRAID

An ‘ingenius’ sinking PE braided line, according to Relix. It is perfect as a main line. Normally PE braid does not sink by itself in water due to its gravity index that is slightly smaller than water. Perfect Braid sinks at just the right rate so that it will not scrape the bottom during retrieve. Unlike PE Polyester braids, Perfect Braid is very thin. It is good for long distance casting, such as carp fishing with boilies. It will also perform well when trolling for trout and salmon.

LEAD CORE

Popular for walleye, trout and salmon fishing. Its heavy weight allows it to be cast further from the boat. It is braided with fine mesh over a supple, yet strong lead wire. It is also colour-coded every 10m.

April 2011 Angling International

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2011 LINE

INSIGHT • ANALYSIS • TRADE NEWS

Scierra starts revolution in shooting lines

Another launch: Scierra’s new supertough Kevlar Running Line gives you perfect contact with the fly.

S

vendsen Sport says that the new floating Tactical Kevlar Shooting Line from Scierra is ‘nothing short of a revolution’ in shooting lines.

It boasts that with its no-stretch Kevlar core, it offers a wide range of advantages over traditional shooting lines.

The company says: “In general, fly fishing with running lines and shooting heads has become increasingly popular over the last number of years – and for good reason.

“Shooting head set-ups can help maximise casting distance and reduce the number of blind casts needed to deliver a long-distance cast.

However, with added distance new problems arise.

“Certain aspects of the fly cast tend to complicate further with the added distance. People who fish with shooting lines know that line tangles occur now and then – the more line you cast the more often these problems happen.

“Plus, since shooting lines thus far have tended to be quite elastic, fishing at great distances has compromised contact, feeling and not least the ability to strike with an immediate response when a fish takes the fly.”

Svendsen Sport believes it has taken these problems into account with the Scierra Tactical Kevlar Shooting Lines, adding: “It compensates brilliantly for these complications.

“The density of the Kevlar core counteracts line tangles in a remarkable way and – as it is not elastic

– the most cautious take can be registered and a resolute strike applied.

“This, in turn, is something that will undeniably result in better hook-up percentages and fewer lost fish.”

The company also has high hopes for its new Kevlar Running Line and says: “Combined with an extremely tough and smooth coating, it should have no problem finding a following in the fly fishing community.”

Business contacts Tel: + 45 46 191913 Email: info@svendsen-sport.com Website: www.svendsen-sport.com

Northland: ‘Bionic makes fishing easier and more fun’ Northland Fishing Tackle says it has been making angling fun and simple for over 35 years. And it is adding to that fun element with the launch of Bionic – claimed to be a game changing, species-specific fishing line brand crafted expressly for walleye, bass, panfish and ice fishing.

Northland says that you just spool it up and can fish all day secure in the knowledge of its reliability. Bionic Fishing Line safely and securely closes the gap from hookset to landing net.

Northland says: “Because guys tucked away in laboratories aren’t necessarily fishing fanatics, Bionic

was inspired by real fishermen, and it was tested and abused in real on-the-water conditions. As a result it hooked really big fish.

“Bionic simply removes the guesswork from the often confusing process of choosing line. Each formula has the properties required for fooling and landing your favourite fish species – that’s the Bionic advantage.”

Enhanced features include a uniquelydesigned and exclusive Kwik-Spool line slot for easily spooling reels straight from the box with perfect tension every time.

Bionic also offers what is described as a revolutionary new line camouflage system. The walleye and bass formulas

both feature Invisi-Clear and stealthy CoverFlage Green Camo, which fades out and blends in with any aquatic environment. The panfish and ice fishing lines sport either Invisi-Clear or AquaFlage multi-shaded Blue Camo.

“Bionic Fishing Line is engineered with the balanced properties of strength, sensitivity, invisibility and the necessary flexibility for on-thewater success,” says ‘Mr Walleye’, Gary Roach.

“I trust Bionic to catch my favourite fish.”

Business contacts Tel: +1 218 751 6723 Email: norfish@northlandtackle.com Website: www.northlandtackle.com

MONOFIL-TECHNIK INTRODUCES ‘UNIQUE’ HARDLINER LEADER Angling International: What is special about the new Hardliner leader you’ve launched for predator anglers?

Dirk Sowietzki: The manufacturing process utilises a special PA-based granule that is exclusive to MonofilTechnik and produces unique characteristics. These include very low underwater visibility, because the leader is transparent, and excellent resistance against the fish. A marketing manager would tell you: “It is resistant like steel and flexible like nylon”. I would say that Hardliner is somewhere in the middle. It is important to be fair to the end user and tell them clearly what they can expect from the new product.

Is it already in the shops?

We put it on the shelves in France at the end of last year and we are getting more and more requests from our distributors to stock it for the new season.

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Angling International April 2011

Is Monofil-Technik seeking distributors in any particular countries?

We have vacancies in Denmark, the UK, Austria and Italy. In some countries sales are becoming more and more difficult as Platil – a company dedicated to stating the real breaking brain of our products – battles against organisations that do not.

What are Monofil-Technik’s goals for the next year?

Our first aim is to continue to produce quality products. That is the road we are going down. Our distributors, retailers and end-users expect it and we will provide it!

Monofil-Technik has had reservations about the EFTTA Line Charter. Is your view still the same?

We do not see that the problem is being attacked at the grassroots. As long as some key companies are

continuously kidding the market and the end-users the situation will not change. EFTTA can only stop this by making these companies sign the Line Charter. Companies are still marketing their products and their ‘fabulous’ characteristics and getting widespread publicity for them in trade journals. The only base for good and true marketing is to have a good and true product.

Business contacts Tel: +49 2242 927614 Website: www.monofil-technik.de Email: d.sowietszki@monofil-technik.de

2011 LINE

INSIGHT • ANALYSIS • TRADE NEWS

Snowbee XS ‘is still proving it’s the best’

After almost two decades of uninterrupted success, even the company itself is finding it hard to improve upon its best selling fly line, explains Sales & Marketing Manager Simon Kidd.

I

nnovation may be the lifeblood of the tackle trade, but when you have a perfect product, the smart move is to invest in it, nurture it and build a successful business around it.

That is exactly what UK company Snowbee has done with the Snowbee XS fly line, which has enjoyed uninterrupted popularity among passionate fly anglers for almost two decades.

In that time even Snowbee has admitted it has struggled to surpass the quality of the XS with new product launches. So imagine how difficult it must be for its competitors.

“The Snowbee XS has been the smart choice for the discerning fly fisher for years,” says Snowbee Sales & Marketing Manager Simon Kidd. “We have looked to improve on it on several occasions but nothing has yet been introduced that rivals it for quality or performance.

“To this day it remains Snowbee’s best selling and most desired fly line.”

Snowbee has developed the XS business by extending the range to include other XS density options like the Neutral Density, Buzzer and Countdown series of sinking lines plus other colour options such as the XS Hi-Vis and Twin colour versions.

“But the essential recipe and design has remained unchanged,” asserts Kidd.

In 2010 Snowbee came perhaps its closest yet

to surpassing the quality of the XS with its XStra Distance fly lines, short-head profile versions in high-visibility two-colour designs and three densities: Floating, Intermediate and Fast-Sinking.

“XStra Distance lines are superb casting fly lines in the hands of even the most modest newcomer,” explains Kidd. “If the classic Ivory XS Floating is the benchmark, then XStra Distance is hot on its heels as the next best line, especially in a tight spot where extending a long back cast presents a challenge.

“We also have a Hi-Float XS, which is a twincolour option and has proved a popular alternative for both rivers and stillwater fishing. Perhaps not quite as silky smooth and supple as the classic Ivory, but as a compromise these lines do appear slightly htly longer-lasting with extended use.”

Snowbee has also introduced its brand new Switch lines for 2011. They are available in a range of six sizes. All are profiled in short shooting head Skagit style and are 120ft in full line length.

But the challenge remains. How do you improve on the near-perfect XS? The only issue Snowbee finds is that the lines do eventually wear out. But even that is a testament to their popularity, says Kidd.

“The lines are a little delicate and do wear eventually,

Left: The perfect line: Snowbee admits it has yet to improve on the XS but instead has followed a strategy of extending the range.

but perhaps that too is a reflection of the use they receive, because as any fisherman who fishes regularly will know, when you have found the perfect fly line, you’ll use it to destruction. As yet, we have not found a better solution to surpass the superb XS. “Other lines that might last longer simply do not match the XS in terms of performance,” he added.

“Any attempts to try and improve this line have all led to the same conclusion. You cannot improve on perfection and the Snowbee XS Ivory fly line remains simply the number one.”

Left: The superb casting XStra Distance line launched in 2010.

Below: The brand new Snowbee Switch lines for 2011.

Business contacts Tel: +44 1752 334931 Email: sales@snowbee.co.uk Website: www.snowbee.co.uk 46

Angling International April 2011

2011 LINE

INSIGHT • ANALYSIS • TRADE NEWS

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Spirit of ‘Mean Green’ driving McCoy onwards

M

cCoy Fishing is proud of a pedigree that stretches back to 1935 – and for more than 75 years it has been producing ‘superior’ grade products that are boldly stamped ‘Made in America’.

The famous company originated from America’s Pacific Northwest and was one of the first companies to introduce a coloured line – green – and its co-polymer known as ‘Mean Green’ became one of the best quality premium lines in the fishing industry. Mean Green was the fisherman’s line of choice from Alaska to the Oregon coast.

McCoy Fishing is now headquartered in new, updated facilities in Lake Havasu City, Arizona and is recognised worldwide as a top producer of premium products.

Over the years advances in technology have allowed the company to improve on its ‘Mean Green’ formula and today that pioneering spirit has seen it bring to the market other lines such as Xtra Clear, Clear Blue Fluorescent and Ice Line.

McCoy, in keeping up with the high expectation of its customers for premium products and performance, also offers a premium fluorocarbon – Fluoro100. Made in America, it was developed to improve on conventional fluorocarbon line and quickly made a name for itself when McCoy’s Bassmaster Elite pro, Jason Williamson, won his first tournament ever using this product.

Jason, who has been with McCoy for three years, has twice won and qualified for the Bassmaster Classic. He says: “The pressure to win at this level is immense and I have won two tournaments since using McCoy. “McCoy has allowed me to fish with confidence and perform at a superior level – my line is now something I never have to worry about.”

Alongside the Fluoro100 comes McCoy’s advanced super braid – Super Spectra Braid – that uses polymersaturated Spectra fibres to create a strong, tough premium line that is ‘smooth as silk…strong as steel’.

McCoy says that by reinforcing the Spectra fibres it has been able to give its braided line greater resistance to breakdown and deterioration, UV exposure and water absorption.

It also claims it is 15% stronger and five times more abrasion resistant than similar diameter Spectra lines.

It is available in original ‘Mean Green’ and the newest colours: Hi-Vis Orange and Hi-Vis Yellow.

McCoy Fishing Line is committed to producing top quality, premium products for all anglers all the time and also manufactures Rod Shield, V-Twin Spinner Baits and Pyrex Glass Rattles.

Business contacts Tel: +1 928 505 0435 Email: info@mccoyfishingline.com Website: www.mccoyfishingline.com

K&K adds yet more quality to its range The Lazer lines range has been on the market for more than 15 years and during that time it has built up a reputation for reliability and high quality, says its maker, K&K. Based in Bulgaria, K&K exports to more than 20 countries and says that its philosophy is to main a high standard of quality and to always develop new and better alternatives.

Manager Kiril Andreev says: “This gives us a competitive advantage in what is nowadays a difficult market.”

Andreev revealed that following the success of its Fortex line last year, K&K has produced smaller spool sizes.

48

Angling International April 2011

The Fortex line is made in Japan and is said to be one of the most advanced on the market. K&K is currently working on new additions to the range at the top end of the sector.

The new models include a general-purpose array of highgrade lines and a range of specialised lines for match, feeder and Bolognese fishing as well as a new camouflage carp offering.

The new projects also include a high-grade fluorocarbon line and two PE braided lines – in a fluoro highly visible colour. K&K is also making a line for jigging and trolling with colour changes every metre.

There are many packaging options for the new lines, but alternatives are available to suit the needs of the customer.

Business contacts Tel: +35 9888 534085 Email: mail@filstar.com Website: www.filstar.com

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2011 LINE

INSIGHT • ANALYSIS • TRADE NEWS

Abramis introduces lines tested to the limits

From its base in Poland, the company is renewing its assault on Europe’s line market with a range of braids developed by top anglers.

index to 140n/tex that makes it extremely responsive especially for powerful hooking.

The final line is Baltic Cod – a strong line that comes in thick diameters.

Based in Lomianski –15 minutes away from the centre of the Polish capital, Warsaw – Abramis was formed in 1989 and is a producer, importer and distributor of fishing tackle under the Mikado brand. It employs over 60 people in Poland and its branch in China.

The company says that its strength lies in the extensive range of fishing tackle that it can offer. Its collection includes rods and reels for all types of angling and monofilament and braided lines made from the best materials on the market.

Abramis adds that all its products have been designed and product tested by top professional fishermen to guarantee a top class performance.

The company’s professional angling club, Mikado-Abramis, is filled with top anglers and is a former Polish and European Championship winner. Mikado also sponsors the national Slovakian team that won the 2010 World Spinning Championship.

A

bramis began the new fishing season in style with a successful appearance at its country’s Wind & Water Boat Show in Warsaw.

Among its many other products, the company showed off its 2011 range of Mikado braided lines. The lines are based on a precise rounded weave of Dyneema fibres that achieves 970kgm3 density index and a tenacity index of up to 4n/tex.

The basic model is the Mikado Sensei and it comes in two colours – black and green. Extremely strong, smooth and with a low friction co-efficient, it has been designed for spinning and was tested on many European waters where it proved to be particularly successful for pike and perch fishing.

50

From the same family comes the Sensei Mark-Countdown. It is a multi-coloured line for sea fishing and trolling and consists of 10m sections in different colours. Additionally each metre is marked with a white line so that anglers can tell exactly how deep they are fishing or how far away the trolled lure is.

The Fishunter Camouflage is a special braided line produced in a sequence of alternating shades of brown, green and beige.

The combination is designed to make the line invisible at the bottom of the water and in underwater vegetation.

The Trython Mega Line represents the most popular universal type of line and is a rounded cross-section braided line. It comes in three colours – black, dark green and fluoyellow. It has a low elasticity and a rigidity

Angling International April 2011

Main image and above: the innovative braids marketed under the Mikado brand.

Business contacts Tel: +48 22 751 74 97 Email: abramis@abramis.com.pl Website: www. www.mikado.pl

Shimano adds lo-vis line to Technium range Technium has been one of the most used mono lines in Europe since it was first introduced 12 years ago. A uniquely designed monofilament, it is exclusive to Shimano Europe and is renowned for its durability.

It is extruded with three different materials combined into one line. The super abrasionresistant core is covered with a strong, low memory abrasion-resistant sheet and the line is finished off with a smooth and durable outer layer.

The total construction gives Technium its unique characteristics that are well known to European anglers – abrasion resistance and extreme low stretch combined with excellent casting ability, says Shimano Europe.

With only 12% stretch – compared to 25% in regular monofilaments on the market – Technium is said to be the excellent bridge for those anglers who want more stretch against braided lines, which have approximately 6% stretch – but far less stretch against monofilaments.

In 2010 Shimano continued its Technium evolution with the introduction of the Technium invisitec. It is made using the same high durability triple construction process as regular Technium.

However, the big difference is the application of what Shimano describes as the revolutionary invisitec technology that makes the line low in visibility.

It says that the invisitec technology creates a whole new spectrum of possibilities for use – spinning in clear water, surfcasting or carp fishing in very clear waters to mention just a few.

Technium invisitec has a low visibility that is very close to fluorocarbon, but with the excellent casting attributes of the regular Technium monofilament.

Shimano adds that with Technium and Technium invisitec, it is able to provide for a wide array of fishing situations and techniques.

PowerPro – part of the Shimano group

– is introducing PowerPro Depth Hunter – a Japanese-engineered multi-coloured hi-tech braided line.

Every ten metres the line changes colour and each metre is individually marked for depth and distance control.

It is said to be perfect for jigging, deep-sea fishing and many other techniques where depth and distance control can be used.

By adding another Technium line plus a new braid by PowerPro, Shimano is meeting the needs of yet more anglers worldwide.

Business contacts Tel: +31 341 272233 Email: fishinginfo@shimano-eu.com Website: www.powerpro.com April 2011 Angling International

51

2011 LINE

INSIGHT • ANALYSIS • TRADE NEWS

Strategy based on quality paying off for Momoi

M

omoi – with over 100 years of history – has received high praise as a leading fishing line manufacturer, particularly for its sea an-

gling products.

The company says that the reason for that can be summed up in two words – real quality.

It says: “Big game anglers are fighting enormous fish in extreme conditions and therefore they demand real quality products. Momoi‘s quality has been trusted by serious anglers for many years.”

Momoi did not have its own sales network in Europe until it started making in-roads into the marketplace following its first appearance at EFTTEX in 2007, in Prague, in the Czech Republic.

And it admits having reservations about how its products would be received as the sector was more focused on price rather than the quality of the product.

52

Above: Momoi says it is delivering its highly regarded lines ‘at the right price’ for today’s market.

Angling International April 2011

However, Momoi maintains that the market has been changing and it is now broadly split between a sector that is looking for low quality and at a low price and those customers that

require high quality at the right price.

Momoi says: “We live in an age where anglers will decide on the right price and that will dictate the market. Even if our products are considered to be highly priced they are certainly regarded as the ‘right price’ by our many customers.”

Momoi says an example of this is its new eight braided PE line, JigLine MX8 which has proved popular among anglers along with the Hi-MAX Field Chaser in fluorocarbon, the Hi-MAX Super Soft and Hi-MAX Extra in nylon monofilament.

“As a manufacturer, Momoi will continue to prove to anglers that our products are at the ‘right price’ by delivering trustworthy, quality products.

“Momoi’s insatiable ambition to build high quality products is driven by the ‘Samurai Spirit’ which was first instilled into the company ethos when we began.

“With 100 years under our belt, we are now looking towards the next century where we believe our ‘soul and spirit’ will stand us in good stead.”

Business contacts Tel: +81 78 391 5448 Email: fishingline@momoi.co.jp Website: www.momoifishing.jp

2011 LINE

INSIGHT • ANALYSIS • TRADE NEWS

Superior line winder gives Lovy the edge

P

roviding customers with exactly the length of fishing line they want to buy is providing a valuable customer service for tackle dealers in Europe. And it’s a trend that is benefiting Lovy in Brno in the Czech Republic.

Business Manager Zdenek Vybiral supplies his line winding machines mainly to wholesalers and occasionally directly to tackle shops. He is enjoying particular success with his new ULW07 model.

The recently developed machine enables line to be wound onto the spools of baitcasting, spinning or fly reels or directly onto multiplier reels. It is equipped with a new digital counter (110v or 220v) that provides the option to count from zero up to the required number of metres or the reverse.

The winder automatically stops running when the desired length of line is reached

54

and it also makes it possible to change the direction of winding. Another new feature is a more reliable metering system, which is easier to control.

Zdenek’s customers come from all over Europe, but not surprisingly the greatest demand is from coastal areas where there is a higher proportion of sea anglers.

“The main advantages of my products are that they allow spooling to left and right-hand wind reels and multipliers, plus a brand new feature determining the length of line that you want to put on the spool,” explained Zdenek.

“Customers leave the shop happy that their reels are perfectly prepared for their planned fishing trip. The machines are also positioned at a good price point.”

The ULW07 sells to distributors at €299 euros.

Angling International April 2011

Below: Lovy’s newest line winder “allows customers to determine the length of line they want on the spool.”

Business contacts Email: vybiral@lovy.cz Website: www.lovy.cz

2011 LINE

INSIGHT • ANALYSIS • TRADE NEWS

Ollberg: ‘We want to provide a Sufix line for every purpose’

What were the major line developments for 2010 for Sufix?

Lars Ollberg: The major breakthrough for us was

Sufix 832. It has created a lot of excitement because of its structure, quality, price and the ingredients built into it. The trend in the market has been to copy, sell cheaper and cut margins… but we went the other way, and the quality of Sufix 832 was recognised throughout angling.

It was the Best of the Show at ICAST last year and was voted Best of the Best by Field & Stream – the largest US outdoor magazine. That was a highly appreciated sign of quality.

Tens of great product reviews from satisfied users have shown that it is possible to improve a mature category with a better product. And those reviews have also shown that even if the product is more expensive – as long as it fulfills the needs of fishermen – it can be a success.

You said last year that the trend was towards specific lines and braids. Has this continued and how have you responded?

Yes, the trend has continued. We see the same with our rod and reel sales – specific tackle for specific purposes. This is the growth area.

However, the bread-and-butter is still coming from the regular workhorses that have been in the market

for a long time. There’s a very strong brand loyalty among fishing line users and if you want to change their lines of choice you need to offer a better product.

What sectors are you looking to develop?

An area of development is carp fishing and we already have an extensive range of lines developed by the best experts in their field.

What do customers look for in their line and are requirements changing?

The trend will continue towards better quality and specific lines. We are also seeing a constant trend of braided line gaining more shelf space. Our advertising and other promotions are trying to help the consumer to find the right product. The successful ‘My Sufix’ campaign explains which particular Sufix line is best for a specific use as recommended by local pros.

What are your hopes for 2011?

I believe the value of the line market will grow, mainly due to braided line gaining momentum. Our cooperation with world-class companies like Gore will keep us in the frontline. It gives us access to space-age technology that we couldn’t get otherwise.

However, at the end of the day – as we have said frequently – we win by giving fishermen a pleasant day out with no hassle.

Where are your major markets and are there other areas you are looking at?

When looking to the world markets, we are quite balanced. Less than half our business is coming from North America, while eastern Europe, Japan and South East Asia are showing fast progress. We are very comfortably positioned in Australia and all western Europe.

The growth is coming steadily from all regions. As for products, our newly launched Professional monofilament lines are providing great sales in all saltwater areas where price and quality is very important.

Business contacts Tel: +358 9 756 25416 Email: lars.ollberg@rapala.fi Website: www.rapala.com

Huge R&D resources drive Scientific Anglers forward Backed by the giant 3M corporation, Scientific Anglers has access to over 6,000 scientists and an R&D budget of over $1 billion annually.

So it is little wonder that the American-based company is at the very forefront when it comes to cutting-edge technology.

Jeff Wieringa: “Our vast Its Business Development spend is an advantage.”

Manager Jeff Wieringa said: “With those resources at our fingertips, R&D is our main strength. It is what gives us the edge over the competition.

“The vast spend at our disposal gives us the resources to go after different types of technologies such as coding and micro-replication.

“In addition our laboratory is made up of avid and passionate anglers who continue to look for the next new thing to better the consumer’s fishing experience.

“Anglers are more particular and educated 56

Angling International April 2011

nowadays because of the information they glean on the internet so we ensure our products deliver what they promise.

“They demand performance, shootability, durability, castability and floatability and we strive to meet all those.”

One of the most recent innovations to come out of the design lab at Midland, Michigan was its groundbreaking Scientific Anglers Line Identification (SA ID) – a line marking system that allows anglers to identify their lines at a glance.

Wieringa said that because of the success of the technology, SA ID is to be extended to its Mastery lines over time.

He also revealed that SA’s Sharkskin Series, that allows you to cast further and with less line tangling, has been extended with textured technology.

SA is continuing to refine and improve it with new and diverse textures.

Wieringa added: “We have great hopes for our Mastery Textured and Sharkskin lines

because of the introduction of SA ID and improvements to their floatation and performance. We are also working on better familiarising anglers with these lines.”

Texturing technology, which is said to deliver better casting, lower memory and less tangling is also being developed by Scientific Anglers.

Wirenga said: “Texturing is a new frontier and we are working on improving all of the properties. Continuous development is at the heart of what we do.”

Generally Wieringa said that despite the economic downturn that has affected businesses globally, the line market has been robust. He said: “It seems to be holding its own. Lines are a category that requires semifrequent replacement and we are proud to be able to offer lines that evolve for all fishing experiences.”

He added that the company was planning to launch several new lines in September this year.

Business contacts Tel: +1 800 430 5000 Email: jwieringa@mmm.com Website: www.scientificanglers.com

Hi-Seas makes triple bid for success at EFTTEX Hi-Seas will be using EFTTEX 2011 to promote three of its new lines. Taking pride of place at its booth in Amsterdam in June will be QUATTRO 100% Fluorocarbon, Grand Slam Braid and WildFire.

The American company says that QUATTRO 100% Fluorocarbon combines Hi-Seas’ exclusive four-colour camo technology to produce a unique colouring process which does for fishing what camouflage clothing does for the hunter.

It breaks up visual patterns, making the line blend into the surroundings.

Four scientifically-selected colours are alternated along the fluorocarbon, reducing light transmission and creating a whole new level of invisibility.

The line is smooth and supple and you can increase your line and leader rating without sacrificing stealth or the ability to fish.

Hi-Seas claims that its Gland Slam Braid is thinner, rounder and packs more uniformly on spinning and conventional reels. Made with the finest Spectra fibres and manufactured using a process that weaves into the tightest braid pattern possible, this new line is guaranteed to perform to the max, says the company.

The line also has near zero stretch which means that even the most subtle bites will be transmitted

back to the angler for an immediate response.

Making up the trio is the Wildfire which combines the properties of Spectra braid and the easy handling of monofilament. Hi-Seas says that the smooth surface and unique construction helps you cast further than ordinary braid on both spinning and baitcasting tackle.

It also means that you can tie your favourite mono knots and handle the line with the ease of monofilament.

Wildfire is made by braiding Spectra fibre around a proprietary core material. The line is then passed through a thermal process that bonds the fibres

around the core from the inside out. This gives it a rounder, fuller body that resists wind knots and behaves like a monofilament.

Wildfire has virtually no stretch and is nearly twice as strong as monofilament of the same diameter. The line is colourfast – there are no dyes or outer coatings to come off on the hands and it will hold its original colour no matter how often it is used.

Business contacts Tel: +1 610 466 6001 Email: sales@hiseas.net Website: www.hiseas.net

Line strengthens Saenger in catfish sector

German tackle manufacturer Saenger Fishing Equipment makes medium quality and braided high quality lines for its catfish series UNICAT. UNICAT is a specific range that has been developed by five different teams in five countries across Europe and incorporates the Warlock UNICAT reel which is well known on the catfish scene.

Besides its basic tackle range, SPECITEC, Saenger also offers four

other brands alongside UNICAT. Included is ANACONDA, the company’s carp brand that offers a whole range of products, developed by its field testers and which includes tents, bite indicators, rods, reels, bedchairs and all the necessary terminal tackle.

IRON CLAW is Saenger’s predator fishing line-up and features a very popular hard bait product – Doiyo – a big success last season.

For saltwater fishing, the company presents its AQUANTIC range that is very popular in Germany and mostly dedicated for Baltic and North Sea fishermen.

As its name suggests, IRON TROUT is the company’s comprehensive trout fishing range that can be used on both rivers and lakes.

Business contacts Tel: +49 6085 9813 Email: info@saenger-tts.com Website: www.saenger-tts.de

Western Filament adds new colour-metered braid Building on the success that has made its TUF-Line XP a top braided superline, Western Filament has launched a new product – the TUF-Line XP Indicator.

Colour-metered every ten feet, Western Filament says the XP Indicator brings unequalled precision and

accuracy to trolling and jigging.

It features a repeating three-colour pattern that includes green, red and high-visibility yellow. To set a trolling spread or target suspended fish, anglers need only count colour changes – each representing three metres (ten feet) – until the desired depth is reached.

Rex Nelson, Western Filament President, said: “Successful anglers count every part of their presentation. Our design staff looked at both fresh and saltwater markets and realised that 90% of anglers are trolling or jigging within 30 metres (100 feet) of their rod tip.

“Given this, the three-metre metering emerged as a perfect fit for its combination of ease of use and repeatable

accuracy in targeting species of fish in a water column.

“XP Indicator is colour-metered braid built right.”

Western Filament adds that the colours incorporated in the XP Indicator were developed with the angler in mind. The low-visibility green is a tie-off point for near shore or green water environments, the red is for open water and the high-visibility yellow for tracking lines from boats.

To set up multiple reels identically – or re-rig after significant wear – anglers do not have to discard more than six metres of line.

Business contacts Tel: +1 970 241 8780 Email: rex@wfilament.com Website: www.wfilament.com

April 2011 Angling International

57

SPECIAL FE ATURE

COMPANIES YOU NEED TO KNOW ABOUT...

YOUR GUIDE TO BREAKING INTO THE US ANGLING MARKET Typically, companies with ambitions to break into America have one shot at greatness. Here, expert market analyst Rob Southwick explains how you can maximise your chances – with his help.

“Remember the market is huge. The capital needed to gain a foothold in the entire US is beyond most companies.”

58

Angling International April 2011

American anglers are picky. Just a minor difference in a product’s style, colour, size, packaging, marketing, retailer support and – especially – pricing is enough for many anglers to choose one brand over another.

You must worry about these details, as these details are where products succeed or die.

The decisions of American wholesalers and retail buyers to take on a product or not often hinges on such details. A minor difference in price or quality can kill a deal.

Retailers in the United States have many, many vendors

MI DW ES T SO UT HE AS T NO RT HE AS T

HOW THE USA IS USUALLY DIVIDED FOR MARKETING PURPOSES

WE ST

T

here is one certainty about a non-US company trying to enter the American market – going in there blindly is a good way to fail.

It must be remembered that Rob Southwick is owner the market is huge. The of Southwick Associates capital and logistics required based in Florida. to gain a foothold in the entire US market is only available to the biggest corporations and even they move carefully when introducing a new product or brand.

The US market is also diverse and there are many types of fishing – from ice fishing in the north to tropical fishing in the south. Freshwater, saltwater, shallow, deep, boat-based, shore-based, fly fishing to offshore trolling – it’s all happening in the US. No single product can serve all these niches and very few companies have served all these segments.

Just like the American public, US anglers are very diverse. From income to education, preferred types of fishing, motivation for fishing, ethnic background and more besides means that all anglers will not accept one message or one product.

You must identify where your product best fits the US fishing market and then plan your entry strategy.

to choose from – why should they buy from you?

You must identify their needs and questions and adjust your products and plans accordingly before you make the first sales pitch.

For most companies, based on the size and complexities of the US market, they will rely on two-step distribution.

Wholesalers are critical for many small companies’ success. But their pricing and marketing support requirements can be much different compared to selling directly to retailers. Success for many new companies depends on understanding wholesale buyers.

Many companies only have the resources to try entering the US market once. Make sure your approach is smart, informed and strategic.

WHAT MAKES SCIERRA’S FLY RODS SPECIAL? See p60

WHERE US FLY FISHERMEN ARE FOUND WESTERN STATES

Freshwater

28%

Saltwater

22%

SOUTHEASTERN STATES

Freshwater

Saltwater

19%

32%

NORTHEASTERN STATES

Freshwater

Saltwater

26%

45%

MIDWESTERN STATES

Freshwater

27%

Saltwater

N/A

Do not expect the approaches used in Europe, Asia or elsewhere to conquer the huge and complex America market.

The best way to eat an elephant is one bite at a time and that advice holds when trying to succeed in the US. You will start by focusing on a niche or segment of the US market that best fits your current products and expand from there.

This means that you must first identify the US segments where significant potential exists and where your products have the greatest chance of success.

Then you must adapt your product, pricing, packaging and marketing to fit that niche.

Southwick Associates has helped US and overseas interests expand in the US in the following ways:

1. Identifying the size and characteristics of specific market segments

For example, your product may not succeed if marketed as a general all-purpose lure but may best fit the ‘muskie and pike spinnerbait’ market segment.

At Southwick Associates we can report the total dollars spent by anglers for specific market segments, how much US market share is held by competing brands, sales by price points and the types of retailers anglers are most likely to buy from.

These results are typically used by companies to secure financing, to help identify which market segments a company should enter and for developing marketing strategies, including which retailers to target, the

PERCENT OF ANGLERS TARGETING SPECIFIC FRESHWATER SPECIES WESTERN STATES

• Largemouth or spotted bass • Trout • Panfish (crappie, perch, sunfish, bluegill/bream) • Catfish • Smallmouth bass

SOUTHEASTERN STATES

• Largemouth or spotted bass • Panfish (crappie, perch, sunfish, bluegill/bream) • Smallmouth bass • Catfish • Striped bass (freshwater) or hybrid bass

48.7% 29.2% 26.5% 17.4% 15.8% 68.5% 36.9% 17.1% 16.5% 12.3%

optimal distribution methods and more besides.

A typical cost for this service would be between $900 and $2,500.

2. Identifying optimal product design and features

US anglers are different. We can identify how to make your product more marketable, including: ● The ideal combination of product features desired

by US fishermen; ● The retail price the market will accept for various combinations and features, volume, etc; ● Maximising angler acceptance – not all non-US brands and logos will translate well with American anglers. Also, concepts accepted by international anglers may not be accepted by US anglers. Southwick Associates helps companies test product concepts using its AnglerSurvey panel.

We can report the level of acceptance new product concepts may have among anglers and which brands and product names will produce better results. We can also help with focus group testing of new concepts.

3. All-in-one service

Southwick Associates has been in the sport fishing industry for over 20 years. If a company needs help developing a rep network, producing a marketing campaign or meeting with key retailers, we can assemble a team of highly qualified and experienced trade professionals to help you successfully enter the US market.

You will be competing with many companies who want a place on retailers’ limited shelf space. By showing buyers you have talked with American anglers and that you offer a product that meets the needs of consumers you will have an advantage over other vendors.

Southwick Associates can help you win favour from buyers and better position your company for success in the US market.

?

NORTHEASTERN STATES

• Largemouth or spotted bass • Trout • Smallmouth bass • Panfish (crappie, perch, sunfish, bluegill/bream) • Pickerel, pike or muskie

47.2% 35.1% 31.6% 26.2% 18.7%

MIDWESTERN STATES

• Panfish (crappie, perch, sunfish, bluegill/bream) • Largemouth or spotted bass • Walleye • Smallmouth bass • Perch

49.9% 42.2% 32.0% 22.2% 17.6%

WHERE US ANGLERS FISHED IN 2010

Freshwater Only Saltwater Only Both Freshwater and Saltwater Total

76.6% 14.5% 8.9% 100%

• Sample size =18,126

PERCENT OF US ANGLERS USING SPECIFIC METHODS IN 2010

Fishing with dead bait Fly fishing Fishing with live bait Fishing with artificial baits, except flies Other

16.3% 12.6% 42.7% 76.2% 3.5%

Sample size =15,054

METHODS USED BY US ANGLERS TO ACCESS FISHING IN 2010

Canoe Kayak Land, pier, dock or wading Powerboat Boat (non-power) Tube Ice Other

4.5% 2.9% 57.8% 46.4% 7.1% 1.9% 7.4% 0.9%

Sample size =15,079

Want to talk to Southwick Associates?

Here’s how to find them...

Tel: +1 904 277 9765 Fax: +1 904 261 1145 Email: rob@southwickassociates.com Web: www.SouthwickAssociates.com www.AnglerSurvey.com April 2011 Angling International

59

SPECIAL FE ATURE

zCOMPANIES YOU NEED TO KNOW ABOUT...

Nanotechnology gives new Scierra fly rods extra edge

The new FlyLite V2 range offers lightness and durability, say the makers, while the HM+ maintains a proud tradition of well-balanced, powerful blanks.

F

or 2011 Scierra has supplemented its product portfolio with the introduction of two new fly rods – the HM+ and the casting fly tool FlyLite V2.

The two are further developments on fly rods already released by Scierra and build on the versatility of their predecessors.

The HM+ and FlyLite V2 were in the development stages for some time, says Scierra, as they were put through their paces in terms of action, design and material choice.

The result of this where FlyLite V2 is concerned is a series of rods that are both lighter and more durable than other products in the range.

They feature a nanotechnology blank with a well-balanced medium-fast action that provides the angler with greater power and casting potential, all without compromising on the delicacy and precision needed to present flies with accuracy. Nor do they compromise the responsive backbone needed to fight big fish.

The blank is an elegant matt grey and it comes fitted with guides that have been specifically chosen for their ability to stop the line from tabbing the blank during casting – something that results in longer and more effortless casts.

The handle is made from best Triple A grade cork and all four sections are marked at the joints for easy and precisely aligned assembly.

Regardless of whether the angler is fishing at long or short distance, Scierra says that the FlyLite V2 series performs ‘flawlessly’ and takes fly fishing to ‘a whole new level’. A total of 11 different models are available – seven single-handed rods ranging from 9ft #4 to 9ft6ins #8; two double-hand models, 12ft8ins #8/9 and 13ft9ins #9/10; and two switch models in 10ft8ins #6/7 and 11ft2ins #7/8.

“Short or long distance, the FlyLite V2 series performs flawlessly and takes fishing to a whole new level.”

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Angling International April 2011

Scierra’s new FlyLite V2 (above) and HM+ series are set to thrill fly anglers in the UK and beyond.

UK prices and spec are: • 42935 SIE FlyLite V2 9ft #4-4 sec £129.99 • 42008 SIE FlyLite V2 9ft #5-4 sec £179.99 • 42009 SIE FlyLite V2 9ft #6-4 sec £179.99 • 42010 SIE FlyLite V2 9ft6ins #7-4 sec £189.99 • 42011 SIE FlyLite V2 9ft6ins #8-4 sec £189.99 • 42936 SIE FlyLite V2 10ft #4-4 sec £139.99 • 42012 SIE FlyLite 10ft #7-4 sec £199.99 • 42014 SIE FlyLite V2 12ft8ins #8/9-4 sec £277.99 • 42015 SIE FlyLite V2 13ft9ins #9/10-4 sec £297.99 • 42016 SIE FlyLite V2 10ft8ins #6/7 Switch-4 sec £239.99 • 42017 SIE FlyLite V2 11ft2ins #7/8 Switch-4 sec £239.99 The HM+ is a further development of the Scierra HM fly rod series. The series has established itself as a favourite among serious fresh and saltwater fishermen since it was introduced in 2003, says Scierra.

The HM+ range is said to continue a proud tradition with its well-balanced and powerful blanks made from

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ultra-high modulus, nanotechnology 36T carbon.

Six different single-handed models are available and two double-handed. Both are extremely light.

They cast with a medium-fast action that allows the angler to make the most of their casting ability, whether fishing off windy coasts, on lakes or in rivers.

They come with premium custom-made gunsmoke reel seats, deluxe Portuguese cork handles and lightweight double-legged stripping guides.

UK prices and spec are: • 41993 SIE HM+ 9ft #5-4 sec • 41994 SIE HM+ 9ft #6-4 sec • 41995 SIE HM+ 9ft3ins #7-4 sec • 41996 SIE HM+ 9ft6ins #8-4 sec • 41997 SIE HM+ 10ft #4-4 sec • 41998 SIE HM+ 10ft #7-4 sec • 41999 SIE HM+ 12ft6ins #8/9-4 sec • 42000 SIE HM+ 14ft1ins #9/10-4 sec

Want to talk to Scierra?

Here’s how to find them...

Tel: +45 46 19 19 13 Email: info@svendsen-sport.com Website: www.svendsen-sport.com

£79.99 £79.99 £89.99 £89.99 £99.99 £99.99 £149.99 £159.99

WHY IS EFTTEX RETURNING TO PARIS? See p63

zCOMPANIES YOU NEED TO KNOW ABOUT...

MILFA OUTGROWING CZECH CARP SECTOR The popularity of its tackle in its homeland and nearby countries is causing this dynamic producer to step up growth plans, says its owner Milan Fafilek.

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he university city of Zlin, nestled in the green Drevnice River Valley in the eastern region of the Czech Republic, is famous for its colossal Bata shoemaking empire and its modern urban design.

But Zlin is also home to fishing tackle manufacturer Milfa Fishing International, a family business rapidly making a good reputation for itself in the carp fishing sector.

The continued growth of carp fishing in central and eastern Europe has been a key driver behind the growth of many fishing tackle companies – and Milfa is a perfect example.

The company was founded in 1996 following pre-launch research that pointed firmly at the growing popularity of carp fishing as the best business opportunity for sustained sales growth.

Milfa duly focused on the sector and today is an established business serving the Czech and Slovak Republic, Poland and neighbouring countries.

“We set ourselves the task to bring to the Czech market exactly what fishermen needed,” said founder and owner Milan Fafilek. “Carp fishing constitutes 60% to 70% of the sales of fishing equipment here

From top: the popular Milfa XRQ Royal Carp rod; Milfa SBI Swinger Bite Indicators; the Milfa Free Cast XR reel (below left).

and other methods are in the minority.

“There is particular interest in ‘baitrunner’-style reels and in telescopic rods.”

To satisfy the demand, Milfa continues to expand its range and is currently offering Milfa Free Cast XR and Milfa Free Step XRQ reels and the larger Milfa Big Free Step XRQ, equipped with 11 ball bearings and two spare spools.

For the sizeable lower-cost end of the market, it produces the Milfa Gradus Q, with three ball bearings, along with affordable multipliers and spinning reels.

When it comes to rods, Fafilek explains that good quality telescopic rods at competitive prices are the best sellers in the Czech market.

“Our Milfa XRQ Royal Carp, up to 100g, and Kings Carp XRQ, up to 150g, come in lengths of 2.7m, 3m, 3.3m and 3.6m and sell in their thousands,” he says.

A further range of carp rods based on Milfa’s thin, lightweight blanks includes the Force Strike Telecarp and the three-piece Grand Slam Supercarp XRQ, most popular in lengths of 3.6m and 3.9m. A range of feeder rods is also sold in large quantities.

Having established a strong customer base with its

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rods and reels, it made sense for Milfa to develop a wide range of accessories, with particular focus on bite indicators.

“These have proved a massive hit and we now have a range of 27 different models,” explains Fafilek. “The Milfa Micro VTS is a new development (see New Product section page 68). We believe it is the smallest indicator on the European market. The Carpsound VTS, complete with listening device, is also selling very well.”

Having established itself in its home market, Milfa is now expanding into other European countries and is looking for distributors. It is also interested in hearing from Asian suppliers able to supply carp accessories, chairs, bedchairs, swivels, hooks, headlamps, knives and other products.

“We set ourselves the task to bring to the Czech market exactly what anglers need.”

Want to talk to Milfa?

Here’s how to find them...

Email: milfazlin@volny.cz Website: www.milfa.cz April 2011 Angling International 61

SPECIAL FE ATURE

zCOMPANIES YOU NEED TO KNOW ABOUT...

Old Ghost baits‘will bring new anglers intothemarket’

After helping to grow participation in China, the bait giant is certain it can do the same in Europe. “We are offering something different,” says owner Yi Zhe. Left: Fresh-keeping Hookbait Sausage will be part of Old Ghost’s attempt to revolutionise the European market.

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hinese bait company Old Ghost believes its launch into Europe with a range of specially produced baits should be welcomed by competitors rather than feared.

The man behind the ambitious move, Old Ghost owner Yi Zhe, has told Angling International that his highly effective baits are not intended to steal market share from established European brands, but will instead stimulate growth by encouraging more anglers into the market.

The launch is being heralded as a breakthrough for Chinese products because Old Ghost will focus on the upper end of the bait market and will price its

“We will use the best materials.

Our baits will catch fish quicker than anything out there.” products accordingly. Rather than offering low-price competitive products, Old Ghost’s strategy will be to invest in creating a top brand – something of a first for a Chinese company.

Mr Yi Zhe said, “Money is not the motivation here. I want to prove that my ideas work, and prove that Chinese companies can produce innovative products that are renowned for their quality. If we get this right, it will open the door for the building of new Chinese brands based on our own intellectual property rights.”

The company believes it has the bait to support that claim, which is why it is confident it can stimulate growth in Europe’s tackle market.

“Our baits for Europe are highly effective,” Yi Zhe told Angling International. “We will be using the best materials regardless of price. They will catch fish easier and quicker than anything already out there, giving anglers a better fishing experience.

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Angling International April 2011

“And anglers who have a better experience fish longer and more often. That will be to the benefit of everyone in the European tackle trade.”

Old Ghost is credited with similar success in the Chinese domestic market. There, 15 years ago, it introduced a revolutionary method of baiting, drag paste, which enables even children to fish easily. It helped kick-start the phenomenal growth in fishing in the country.

Zhe continued: “Old Ghost is a legend in China; we are confident we can make it another legend in Europe. And there are two good reasons for our confidence.

“First, the research on attractants for fish in China is the most advanced in the world thanks to China being the biggest freshwater fish cultivating country.

I, myself, majored in fish nutrition, a field I have been studying for about 30 years. I can legitimately claim that I am at the cutting-edge of the research into fish attractants in China.

“The second reason is that I’m a life-long angler and four-time national champion. These twin skills have helped us create fantastic, proven fish catchers.”

At China Fish 2011 Old Ghost unveiled its products for the European market for the first time, focusing on five ranges of hookbaits, groundbaits, boilies and dip bait.

Yi Zhe: “The interest was huge. But what gave me the greatest satisfaction is that the Fresh-keeping Hookbait Sausage, which is one of our leading

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products for Europe, won the most votes across all categories in the Best Product Showcase. It was the fifth time that Old Ghost has won this award.”

So what’s next? Old Ghost, it seems, is intent on taking its time. “Since we announced our plans lots of tackle dealers from all the world have contacted us to talk about cooperation, but we have not agreed to accept their orders or sign any contract,” says Yi Zhe. “We don’t want to rush. We must carefully select our distributors and get ourselves well prepared with the products, packaging, pricing and sales policy.

“It will be done by EFTTEX in June. And then this year we will only give samples free of charge to our selected distributors who will deliver these samples to anglers, also for free. Next year, it will be really serious business.”

Want to talk to Old Ghost?

Here’s how to find them...

Tel: +86 27 8756 1355 Email: sales@lg918.cn Website: www.oldghostbait.com

EFTTEX NEWS 4-PAGE SPECIAL SECTION

MORE SUPPORT FOR THE EFTTA LINE CHARTER

Leading UK manufacturer Hardy & Greys adds its name ahead of EFTTEX.

GRUPPO DP STEPS UP THE PACE IN THE UK

The Italian line maker is looking for talented sales reps pre-EFTTEX.

AQUAZ GETS TIMELY BOOST AHEAD OF AMSTERDAM

The Korean company enjoyed its best ever China Fish show.

Jean-Claude Bel:Most will agree it was time for a return to Paris’

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he return of EFTTEX to Paris after a gap of 24 years is long overdue and will be warmly welcomed by members, says EFTTA CEO Jean-Claude Bel. The French capital hosted the second ever EFTTEX in 1983 and was host city again in 1987. But it has not hosted the show since.

The EFTTA Board took the decision to select Paris after members showed their approval for France as a host nation when consulted last year. The decision was helped by the increased affordability of Paris.

Says Jean-Claude Bel: “France was planned for this year after the decision by the members when we consulted them. EFTTEX has not been there since Lyon in 2000. Until now, Paris as a venue has been too expensive but it has come back to a more affordable price so it was a sensible choice for the Board to make.

“The city has so many advantages, I hardly need to sell it. France is the second biggest European market, so its importance to business is clear. The venue is modern and

up-to-date and just five minutes from one of the biggest hub airports in Europe, with all the advantage that brings. It is slightly bigger than this year’s venue in Amsterdam and we hope that will be enough. We like to prioritise single-hall venues if we can.

“And of course Paris is a gorgeous city in June. So for business and pleasure, EFTTEX 2012 will be a very popular show, have no doubts about that.”

The Villepinte Paris exhibition hall, unlike some other previous EFTTEX venues, is away from the city centre. Jean-Claude Bel admitted that, like with all decisions on where to hold EFTTEX, there had to be some level of compromise when choosing Paris.

“I would argue that it is no further or closer to the city centre than the average EFTTEX

Jean-Claude Bel: “Paris has so many advantages.”

Below: the Villepinte Paris exhibition hall.

venue,” he added. “It’s 30 minutes from the Gare du Nord train station in the centre of Paris and 40 minutes from Montparnasse, and I think that’s reasonable.

“But no location offers everything. People want proximity to an international airport, to be close to the centre of a popular city and for the venue to be modern and cheap. To have all these things in one place is the ideal, and we’re still looking for that unique place!”

Change of dates for EFTTEX EFTTEX 2012 has moved slightly forward in the calendar compared to its usual spot in the middle of June.

Explains Jean-Claude Bel: “We had two options for dates in Paris, early June or late June. We have decided on early June because late June clashes with football’s European Championships and the Scandinavian Spring Holidays. It’s also too close to the Olympic Games as well as ICAST in the US.” EFTTEX 2012 will take place between June 1st and 3rd, two weeks earlier than normal.

Carson to put Heron centre-stage at show

products, it is a tremendous opportunity to meet our customers.

Carson Fishing Tackle is planning to showcase new lures “Carson is always looking to new markets and EFTTEX will from its Heron range of spinners and spoons at this year’s give us the opportunity to find one or two new distributors EFTTEX in Amsterdam. for our products.”

The Italian company says that it will also be unveiling other new spinning and saltwater products as well as its EFTTE latest catalogue at the event in June.

MAKE CONTACT BEFORE EFTTEX NUMXBSTAND Owner Marco Fortini said: “We are really looking Tel +39 011 4501 668 ER forward to EFTTEX 2011. Amsterdam is a great location Email info@carson.it and I am sure it will be a great success.

Website www.carson.it “As well as giving us a chance to show off our new

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April 2011 Angling International

63

THEY HAVE SIGNED THE EFTTA LINE CHARTER

www.saenger-tts.de

Pledge your support here and join them in the ďŹ ght against line cheats.

EFTTEX NEWS

Hardy & Greys adds name to Line Charter

T

Full support: Hardy MD Richard Sanderson.

he EFTTA Line Charter has retrading standards authorities, who will no ceived another significant boost doubt act,” he told Angling International. with the recruitment of one of “We are not yet a major line company, but the world’s best-known brands, the really big players feel very strongly Hardy & Greys. The UK-based indeed about misleading information on business, which has subsidiary companies in lines and they will at some point start both the US and Germany, has committed tackling blatant abuse among competitors. itself to the campaign dedicated to stamping “This initiative is also revealing a wholeout inaccurate labelling of fishing lines. sale lack of understanding in the retail trade.

Hardy & Greys Managing Director Richard It is raising awareness of the problem in Sanderson explained that while his company retail and this is filtering down to consumwas only just becoming a serious player in ers. The charter will not solve the problem the lines sector, it had no hesitation in overnight but it will over time be a great joining a whole host of other brands in thing for the line sector.” getting behind the EFTTA initiative.

Sanderson added that he had been And despite the fact that EFTTA has no “staggered” by how few line companies have recourse to legal action against offenders, he invested in a calibrated line testing machine, believes that more than just moral pressure choosing to rely simply on information from will eventually be brought to bear on those their suppliers. “It’s an investment of more who don’t comply. than £4,000, but if you market line you “As the charter builds momentum have to have one,” he said. geographically around Europe, those who don’t sign will EFTTE be exposed and MAKE CONTACT BEFORE EFTTEX NUMXBSTAND Tel +44 1665 602 771 ER could well be Email ken.brewster@hardygreys.com brought to the attention of the Website www.hardyfishing.com

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Gruppo DP makes push into the UK

Looking for reps: Sales Director Nicola Dagnino.

Japanese brand, Toray. Both will be Gruppo DP plans to ‘go direct to the UK’ supported by a strong marketing campaign and will be unveiling its network of reps at in the specialist press. This month the comEFTTEX 2011 in Amsterdam. pany has started selecting candidates who it The Italian-based fishing line manufacturer will introduce at EFTTEX ready to start work is currently preparing to build up a team of in September. Interested candidates can conreps – working on commission – to directly tact the company at jobs@gruppodp.com. service retailers in the UK and Ireland.

The company’s Sales Director, Nicola Asso and Toray lines Dagnino, said: “We are going to adapt a range will receive strong to suit the needs of the UK market and plan marketing support. to offer a full range of nylon, fluorocarbon and PE braids for different types of fishing.

“We will have products in all price ranges and one of the main planks of our strategy will be to give extra margins to the dealers and satisfy all the technical needs of the market – only something that the manufacturer EFTTE can do.”

MAKE CONTACT BEFORE EFTTEX NUMXBSTAND Gruppo DP Tel +39 010 3696846 ER will be distributEmail export@gruppodp.com ing its Asso Website www.gruppodp.com line and the

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EFTTEX NEWS

Aquaz in buoyant mood after China

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ollowing a successful show at Denmark and will have new ones in both China Fish in Beijing, Aquaz is Norway and Japan shortly. swiftly turning its attention to “We plan to expand Aquaz dealerships to EFTTEX 2011. Managing Director more countries and EFTTEX 2011 will help us.”

Brandon Hwang told Angling The Korean-based company, which majors in the manufacture of breathable waders, International: “China Fish was one of the introduced a number of new products at China best shows for us in recent years and now we Fish including new wading shoes and clothing. are looking for similar results in Amsterdam.

“We have exhibited at EFTTEX every year Right: Brandon Hwang (top, second from right and and it is a very important event for us. We bottom, second left) enjoyed a busy show at China Fish. are looking forward to meeting our current customers and also new ones from right MAKE CONTACT BEFORE EFTTEX across Europe.”

Hwang said: “China Fish enabled us to Tel +850 82 51 621 6001 meet representatives from Europe, Email aquaz@aquaz.co.kr Australia, New Zealand and South Africa.

Website www.aquaz.co.kr We signed up a new distributor in

EFTTE NUMXBSTAND ER

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Carp Zoom: “EFTTEX is crucial HOPKINS & HOLLOWAY for deciding future strategy” ACQUIRES UK BRAND As usual Carp Zoom will have a vast array of new products on show as 25% of its products are new every year.

Said Fadil: “This exhibition is especially important for us as we will be showing off our new accessory range Carp ’n’ Carp for the first time. It is a major development that has moved the company forward to become much more than a bait manufacturer.”

Key among Carp Zoom’s new launches will be tackle in the Carp ’n’ Carp range.

Hungarian carp bait and accessories manufacturer Carp Zoom has not missed an EFTTEX since its debut 14 years ago.

Managing Director Salim Fadil is an avid fan of the European showpiece and told Angling International: “It is one of the highlights of the year for us and very important in deciding the development of our company.

“It gives us the chance to meet with our distributors to discuss our current product lines and gain the feedback on how to develop our MAKE CONTACT BEFORE EFTTEX range for the next season.

When the show finishes we Tel +36 34 312 496 Email contact@carpzoom.com have a clearer idea of how to progress the company.” Website www.carpzoom.com 66

Angling International April 2011

EFTTE NUMXBSTAND ER

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Hopkins & Holloway UK Ltd has acquired John Roberts Fishing Tackle Developments and will be taking the new brand to EFTTEX in June.

Gregg Holloway, General Manager and a former EFTTA President, said: “John has decided to take a well-earned rest at the age of 70. We are thrilled to preserve one of the old UK brands.

“John’s range of terminal tackle and other small products complements our existing Above: Gregg Holloway (right) shakes portfolio. John has only ever on the deal with John Roberts. sold to the UK market and we think there is an opportunity to take it abroad.”

Hopkins & Holloway will retain the John Roberts name but plans to revamp packaging and point of sale material before introducing it to its overseas clients. It will also introduce a catalogue.

The operation has been transferred from Kent to Hopkins & Holloway’s base in Studley, Warwickshire, and includes two injection moulding machines, bringing the company’s total to five.

MAKE CONTACT BEFORE EFTTEX Tel +44 1527 853 822 Email sales@hopkinsholloway.co.uk Website www.hopkinsholloway.co.uk

EFTTE NUMXBSTAND ER

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SUPPORTING PRODUCT INNOVATION WORLDWIDE

at Angling rs ito ed t uc od pr e th th on m Each t exciting new International select the mos To help you t. ke ar m to t gh ou br g in be le tack customers, we decide on their appeal to yoeurmanufacturers so will include insight from thss immediately. you can start doing busine

1

products you need to know about

Imperial Baits launches a useful reminder

On all carp trips, Imperial Baits says that anglers should not forget to take its Liquid, Powder and inP und inL additives to sprinkle on the baits to make them more effective and attractive to fish. These four products work as highly attractive palatans (water soluble attractants). And to make sure they are always carried on fishing trips, the German bait manufacturer has introduced a specially-made carton that can take four products.

That is enough to prepare 30 to 50kg of boilies and particles and costs 29.90 euros.In the box the Carptrack Powder is free.

What the makers say: “We have added a free 12-page ‘Pimp my Baits’ catalogue. It shows how to use Carptrack additives in the most effective way and is supported by pictures and easy-to-follow recipes”.

‘Mind blowing’ Texan Twisted

2

Powerline has added to the successful Jig Power brand that it introduced to the market two years ago – complementing the popular range with the Texan Twisted. The spring in the eye of the head, combined with the heavy weight, is designed to improve casting into the wind and produce a “mindblowing” effect on the descent.

What the makers say: “What is also exceptional is the large range of eight jig heads, from 3g to 20g, which is rare and very useful. The weight is engraved on each jig head. The Texan is sometimes the only solution when fishing weeded areas.”

Business contacts Tel: +33 2 4136 3666 Email: stb@powerline.fr Website: www.powerline.fr

Business contacts Tel: +49 6541 818500 Email: info@imperial-baits.de Website: www.imperialbaits.com

3

Fun Fishing’s new attraction

ORIGIN’S is the latest in a new range of high-tech baits for carp angling from French-based Fun Fishing. The Th boilies are made from the highest quality ingredients, including Red Liver L (Robin Red and Liver), LT fishmeals and an exclusive blend of crushed sspices. ORIGIN’S is 100% natural and contains no preservatives, flavours or dye dyes.

What the makers say: “The highly stimulated and digestible formulas allow them to be used u for instant or longer-term fishing. The results of tests ca carried out in the last year by the Fun Fishing team leaves them in no doubt as to how attractive to carp ORIG ORIGIN’S boilies are.”

Business contacts Tel: +33 299 478628 Email: contact@funfishing.fr Website: www.funfishing.fr April 2011 Angling International

67

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All-round protection from Gill

products you need to know about

Pro Line gets hooked on baits

The new Coast Sport Jacket from Gill North America provides round-theclock protection from the elements. The jacket seams are fully taped for a waterproof seal and the lining helps breathability and features integral drainage channels. An easily adjusted peaked hood with a reflective patch can roll away inside the collar for storage when it is not in use. Other features include Storm Guard jacket protection over a full-length twoway zip, high visibility reflective patches for all-round view, hand warmer pockets and an inside zippered pocket.

What the makers say: “The Coast Sport Jacket is a versatile all-round weather gear jacket that is ideal for inshore and coastal use.”

Business contacts Tel: +1 678 730 5581 Email: lance@gillna.com Website: www.gillna.co

4

5

Pro Line has used its considerable experience as a boilie producer to introduce a hook bait range especially designed for feeder and match fishing. The company says that fluoro hook baits have been popular on the carp scene for a number of years and will be an attraction to match anglers. It has launched a range of eight different 10mm fluoro mini boilies in different colours and boosted by proven attractors.

What the maker says: “All the hook baits will be loved by all sorts of coarse fish. But don’t get the wrong idea – these baits are also a big attraction to carp too.”

Business contacts Tel: +31 493 560185 Email: international@proline-products.nl Web: www.proline-products.nl

Small is beautiful for Milfa

China Lures’ good vibrations

6

One of the smallest bite indicators on the market is the newly launched Milfa Micro VTS from Czech Republic-based Milfa Zlin Fishing International. It is 6.3cm long and decorated by black ‘rubber’ waterproof paint. It is equipped with a volume control up to mute and jack-ear monitoring. The whole indicator is controlled by a key/ button system. Power is via a small 12volt battery that should last long enough for a full season of fishing.

What the makers say: “Czech Republic anglers have already recognised its convenient pocket design and excellent value for money.”

Business contacts Email: milfazlin@volny.cz Website: www.milfa.cz

The newly designed VIB 65mm hard lure is a lipless ‘super sonic’ bait that boasts excellent vibration, says its maker, China Lures. It can swim at the slowest possible retrieval speeds in especially tough conditions and has also been designed for long range casting so that anglers can cover more water and attract more fish. It has been made with a weighted system that makes it possible for the lure to stand straight up at the bottom and this reduces the risk of snagging compared to more traditional types of lipless crank baits.

What the makers say: “The design cuts through the water creating a loud vibration that can be felt immediately.”

Business contacts Tel: +86 631 298 0291 Email: chinalures@gmail.com Website: www.sf-fishingtackle.com

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Angling International April 2011

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Svendsen Sport creates a buzz with the new Scierra TX2+

The new Scierra TX2+ from Svendsen Sport replaces its award-winning TX2 reel that was introduced in 2008. Its micro-adjustable rim drag control system has been upgraded to make it tougher than ever before. It is also 20% lighter and cheaper – starting at £159.99 in the UK. Svendsen Sport adds that the ultrasmooth drag system stops even the toughest fish while protecting the leader with its incredibly low friction start-up, and the large arbor spool quickly picks up line and creates stability during runs. The reels are 100% saltwater proof and – adds Svendsen Sport – match just about any fishing situation imaginable.

What the makers say: “They are incredible value for money and have already created a real buzz in the industry.”

Business contacts Tel: +45 46 191913 Email: info@svendsen-sport.com Web: www.svendsen-sport.com

10

products you need to know about

Sport Carp introduces a feast fish cannot resist

9

The Multi Attract Powder from Sport Carp is a mixture of hydrolysates and a sizeable proportion of liver extract and other meat products. Its delicate structure and high adhesion properties make it suitable for filling dipped baits or wrapping around baits. Sport Carp says that best results are achieved as a coating in combination with liquid food and liquid liver. It comes in one litre packets.

What the maker says: “Multi Attract Powder is a really useful magnet for catching carp – a never to be missed opportunity for anglers.”

Business contacts Tel: +42 0606 631285 Email: odvarka@sportcarp.cz Web: www.sportcarp.cz

Northland’s new phenomenon

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Live-Forage Minnow Trap is a natural bladebait phenomenon that hits all the right notes, says Northland Fishing Tackle. It boasts powerful sonic vibration, replicated baitfish shapes and colour patterns. The lure sports a tandem of premium VMC Cone-Cut treble hooks, offered in three sizes and nine life-like patterns.

What the makers say: “Cast it out a short distance, let it fall towards the bottom on a taut line. Pump the rod tip rapidly upward from ten to 12 o’clock and then pause to allow it to flutter and thump on freefall. Follow its descent with your rod tip, but get ready for that sharp ka-thunk. Bass whack it, walleye tag it – other fish just plain eat it.”

Business contacts Tel: +1 218 751 6723 Email: norfish@northlandtackle.com Website: www.northlandtackle.com

Companies that want your business

Advertise with us. One annual fee. No hidden extras.

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Angling International April 2011