Angling International Magazine - March 2011 - 38

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PURE FISHING Tackle giant reveals BUYS SEBILE plans too grow lure brand pp33 March 2011 Issue 38

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EFTTEX GOES Europe’s showcase 6 returns after 28 years p6 TO PARIS March 2011 Issue 38

SPBAIT EC S IAL

How the to i globa ncr l b eas ait ed mar W NO D TO com ke pet t is r MAILE itio esp n p ond , SSES 37 ing E N I S E U H T B

+ 0 0 0 11 ND AROUORLD W

Essential reading for buyers in the tackle trade

GLOBAL TRADE NEWS What next in the eyewear sector?

Future plans and products revealed p31

New products you can stock p67

SinTrix “Our most successful product developmentever” p8

Zebco reunited!

Acquisition prompts European expansion plans p6

Online at angling-international.com

Pure Fishing plans to accelerate American lure maker’s expansion following surprise acquisition of elite brand.

SEBILE SET FOR GLOBALGROWTH

P

ure Fishing has revealed plans to grow the Sebile brand through its extensive distribution channels following its acquisition of the innovative American lure manufacturer.

The surprise move by the powerful Jarden Corporation-owned fishing group sent shock waves through the industry and moves Sebile into exalted company alongside famous stablemates including Abu Garcia, alongs Shakespeare, Berkley and Penn.

Shakes Founded in 2006 by Patrick Sebile, the Sebile business has Fo enjoyed a meteoric rise and is established as a world leader in enjoye lure iinnovation and design.

The deal sees Pure Fishing acquire all the assets of the Th Sebile Sebi Se bile bi le lure fishing business from Sebile International SA and subsidiaries. its su Pure Fishing’s International Group President, Alistair Pu Thorburn, told Angling International: “Sebile brings someThorbu thing new and exciting to our business. It is in a unique position with its range of premium lures and that is something we do not have.

“Pure Fishing has not been the strongest lure brand – Abu Garcia has its spoons and spinners and Berkley its soft lures – but Sebile gives us another string to our bow.

“We are delighted to have the Sebile brand in our portfolio and we feel that we can expand its business through the distribution channels we have at Pure Fishing.

“We have wider sales networks in Asia, Europe and the US and our first job will be to take its existing products and expand them to a broader customer base.

“We want to make Sebile’s exciting products available to more anglers.”

Headquartered in Palmer Lake, Colorado, Sebile was the brainchild of Parick Sebile – the driving force behind the company’s success. He will be joining Pure Fishing as Global Director Project Management – Sebile.

Thorburn said: “Patrick is not going to disappear. He has a fantastic record as an angler and combined with his wider

Above: Patrick Sebile (centre) with Pure Fishing’s John Doerr (left) and John Weiss.

expertise has a fabulous reputation for producing exciting and innovative products.

“He has a lot of ideas and enthusiasm and will continue to head the Sebile brand. He is very much part of the Pure Fishing team.”

Sebile is Pure Fishing’s first major acquisition since it joined forces with Shakespeare in 2007 to form the world’s biggest fishing tackle company.

Thorburn would not rule out further acquisitions. He said: Pure Fishing has a long history of organic growth, but it has also made key brand acquisitions and there is nothing to say that we would not act if other opportunities came along.

“Being part of the Jarden Corporation gives us plenty of financial muscle and that puts us in a good position to take advantage of any opportunities should they arise.”

COMMUNIQUÉ continued on page 6 >

MARCH 2011

Benvenuto,Bienvenida Bienvenue,Willkommen

N

ews of Pure Fishing’s acquisition of Sebile, and Zebco Brands’ reunification with Zebco Europe – both stories which appear in this issue – reminds us that nothing stands still for very long in the fishing tackle industry.

The trend toward consolidation has been with us for some time of course, and these new deals, along with 3M’s purchase of Ross Reels and Rapala’s takeover of Dynamite Baits last year, are clear evidence of its acceleration. And it’s not going to stop here.

Both Pure Fishing and Zebco have alluded to the fact that they are still looking at potential acquisitions.

At the same time healthy financial performances by the likes of Shimano, Rapala, 3M and Pure Fishing owners, Jarden Corporation, reported regularly in the pages of Angling International, suggest they are well placed to acquire when the right opportunities come along.

Angling International is aware of other potential acquisitions currently being discussed and you can be sure that when news breaks it will be reported in these pages.

We are carrying more news stories

than ever before and have more pages than any other international angling industry publication available this month. It is also good to welcome no fewer than 10 new advertisers to this issue.

If you want to see your company in Angling International contact Commercial Director Lucie Henton or US National Sales Manager Stuart Pavlik to discuss opportunities. Their contact details can be found 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: Lucy Bowden, Bruno Broughton, Fanny Champlon, Tony Conte, Ken Doncaster, Janet Doyle, Klas Elm, Barbara Flanaghan, Graham Goor, Carey Graves, Kate Holt, Darren Linnell, Beatrice Lopez, Joe Meehan, Rasmus Oveson, Joby Pridmore, Paul Reeves, Linda Saunders, Jonathan Taylor, Jenny Travis, Laurent Vallenet. ● Nopartofthismagazinemaybereproducedwithoutthepermissionofthepublisher.Themagazineassumesnoresponsibilityforthesafetyofcontributions,althoughallreasonablecarewillbetaken.

March 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

ZEBCO REUNITED AND ON MARCH IN EUROPE

Decade after ‘divorce’ German and American companies get back together and reveal plans for expansion through organic growth and more acquisitions.

Z

ebco Brands is preparing to grow its business in Europe both organically and through further acquisitions following its reunification with former partner Zebco Sports Europe.

The Tulsa, Oklahoma, Peter Delwes: looking for opportunities to take the company has bought Zebco Zebco Europe business on.

Europe, based in Tostedt, Germany, a decade after the pair were split when the Brunswick Group sold off its outdoor leisure interests in 2001.

Zebco Brands was bought by W C Bradley – a privately owned US conglomerate – while Zebco Europe was purchased by its management team, headed by Peter Delwes.

Now the pair have been re-united in a deal which they see as a springboard for international expansion.

Delwes will continue to head up Zebco Europe, reporting to Zebco Brands President, Jeff Pontius.

Pontius, told Angling International: “Zebco Brands is strategically interested in becoming a more global player in the fishing business. We are well equipped in North America, but have lots of opportunities for growth everywhere else in the world .

“Re-uniting with Zebco Europe is a logical step.

Now our focus is for organic growth in Europe. Zebco Europe is strong in Germany, but there is lots of room to grow in the major markets.

“There are plenty of opportunities that we need to develop together now that the ‘two Zebco’s’ are one again.”

Pontius said that as well as territory expansion, the acquisition of Zebco Europe has the potential to grow key categories. He added:“ Zebco Europe has had success in match fishing with Browning and Black Cat in cat fishing. Increasing marketing support will drive greater gains.

“In other areas like lure/predator fishing and sea angling, Zebco Europe can utilize products being developed for the US market under the Quantum, Fin-Nor, and Van Staal brands.”

Pontius has not ruled out more acquisitions. He 6

Angling International March 2011

said: “With the financial support of our parent company – W C Bradley – we can invest in the growth of Zebco Europe both organically and through additional acquisitions.

“While Western Europe is a mature market we see growth potential in eastern Europe and Russia.”

Pontius added that Zebco Brands had been looking at re-uniting with its former European partner almost immediately after the ‘divorce’. He said: “Clearly there have always been synergies between us. We are both in the fishing business with many of the same brands – Zebco, Quantum and Rhino.

“We have maintained good co-operation. The time is now right following the appointment of a new President and CEO at W C Bradley two years ago in Marc Olivier and developments at Zebco Europe.

“Olivier has led the creation of a new strategic plan which includes greater international growth, while Peter Delwes was looking for a partner who could take the business on. We both want growth in Europe.”

Peter Delwes confirmed that the joining of the two companies was likely to prompt European expansion.

“There are many more possibilities for growth now, either through our own brand or by adding a brand.

W C Bradley has incredible buying power and we anticipate serious investment,” he told Angling International. “Jeff Pontius also has a deep knowledge of the European market and its companies.

“We have already discussed some possibilities and mentioned names, but first we have a lot of organisational work to do in the coming months to set up the new company.”

Delwes confirmed there will be no immediate operational or personnel changes in Germany, with Frerk Petersen remaining in his Marketing and Publicity role for the immediate future. Delwes also explained that he is considering the right time for retirement.

“Long term I have to find my replacement. I have to hang my coat up sometime and I will probably stay for a maximum of another five years,” he said.

EFTTEX 2012 returns to Paris after 24 year break

Paris has been named as the venue for EFTTEX 2012.

The French capital won the vote for Europe’s showcase trade event over rival cities including Bordeaux, Nice and Nuremburg.

The show returns to the romantic capital of the world from June 1st to 3rd after an Janet Doyle: “Paris offers direct flights from all over absence of 24 years, winning the world.” favour for its excellent travel connections and the suitability of the Villepinte Paris exhibition hall.

Despite the fact that Paris hotel prices exceed those of the other cities in contention, the EFTTA Board agreed this was outweighed by the obvious advantages of Paris.

“There are direct flights from all over the world

into Charles de Gaulle Airport, including from all the main US cities,” said EFTTA’s General Manager Janet Doyle. “It’s as good as Amsterdam in that respect.

“One of the consistent pieces of feedback we get from members is the importance of direct connections, so it was important to address this.

“The show can be accommodated in one hall which has only four pillars. That makes planning and selling the show a lot easier.

“Nuremburg is also a fantastic venue and city but EFTTEX has been there twice in the past 12 years while it has not been to Paris since 1983, only the second year of the show. Furthermore, it has not been in France since 2000.

The Villepinte Paris exhibition centre is 25 minutes train journey from the Gare du Nord and five minutes from Charles de Gaulle by train and 15 minutes by car. Average hotel prices range from 75 Euros to 350 Euros for two-star to four-star rooms.

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

Sintrix sales exceed expectations

H

ardy & Greys is hailing the launch of Sintrix fly rods as its most successful product development ever.

The UK-based company says that everything it can make for the next six to seven months is sold and anticipates that Sintrix rods will represent at least £2 million worth of trade sales this year.

The rods were launched in the autumn and the subsequent rapid sales have justified what Managing Director Richard Sanderson described at the time as the company’s biggest ever investment.

“We are trying to be humble but without

Hardy & Greys MD Richard Sanderson: “We always knew we had something special.”

Left: Sintrix rods have proved especially popular in the US, where they are selling out fast.

Right: The Zenith freshwater series which out-performed rivals in a key consumer test.

question this is going to be financially very significant for this company,” said Sanderson.

“The number we sell will depend to a large extent on how quickly we can make them.

But we will not comprise the quality and finish.

“We always knew we had something special but we have been surprised how consumers in the US in particular, and in Europe, have lapped these rods up.

“We have also be very pleasantly surprised by the consumer recognition of these rods as performance products, a category previously dominated largely by US companies.

Hardy & Greys is best known for a traditional approach so we are delighted with this response.”

The reception received by Sintrix rods in the US was underlined by Jim Murphy, President of Hardy North America, after an avalanche of orders at the Fly Fishing Show in Somerset, New Jersey. “We completely sold out of our forecasted production run right there in the hall. We have orders three or four times our forecast and there might now be a waiting list in the US.” The reputation of the rods were further

enhanced when a head-to-head product test of 14 different five-weight rods conducted by the Yellowstone Angler website saw the Hardy Zenith 9ft come out top in each of seven different categories.

“It wasn’t even close,” said Yellowstone’s George Anderson. “The Hardy Zenith blew everyone else away.” Another comment from the testing team said: “This is perhaps the best nymph fishing rod we’ve ever tested.”

The Sintrix technology is used in two programmes – the ProAxis saltwater range and the Zenith freshwater series.

“Peope are not just buying because of Sintrix,” added Sanderson. “They love the action, performance and aesthetics. The early adopters will be followed by other consumers and managed properly over the next few years, this will be huge for us.”

DYNAMITE BAITS EXTENDS ITS REACH INTO THE ITALIAN MARKET Dynamite Baits is continuing to extend its reach in Europe following its 6.5m Euro acquisition by lure giants Rapala last year.

It has signed an exclusive distributor agreement with Shimano Italy Fishing srl which will see its ten on-the-road sales representatives selling Dynamite Baits to over 400 shops throughout Italy.

Gianluca Ornaghi, Shimano Italy’s Managing Director, said: “We are eager to start this new challenge in the carp fishing market.

“Shimano is already the market leader in carp fishing rods and reels. The agreement with Dynamite Baits – the number one maker of boilies, pellets and liquid attractants – will reinforce the complete range we offer in this particular category.”

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New deal: Dynamite Baits Marketing Manager Steve Cole.

Angling International March 2011

Dynamite Baits Marketing Manager Steve Cole said: “We have always been very strong in Italy and undoubtedly have a range of products that perfectly suits the Italian carp market.

“By working closely with Shimano Italy I am excited about really taking our distribution there to a completely new level.

“Since being bought by the Rapala Group we have been working closely with many Shimano and Rapala distribution companies to make sure we are able to offer our baits to more anglers than ever before.

“We want to push the Dynamite brand and help the Rapala group to

capitalise on the growing European carp market. Predator and lure fishing is already a big sector for Rapala, but there is not the massive growth there that exists in carp fishing – especially in eastern Europe,” he added.

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

Fishing Tackle Retailer to return next month

T

he trade publication serving the sportfishing industry in the US – despite being incorrectly written off as dead – is moving ahead with new ownership and staff. Fishing Tackle Retailer (FTR) will re-launch next month.

Following the title’s sale by BASS, LLC (Bass Anglers’ Sportsman Society) to Clem Dippel Consultants just before Christmas, UK-based Tackle Trade World wrongly reported that Fishing Tackle Retailer had been closed down.

“The publication was never closed down,” stated Clem Dippel in a recent interview. “We were merely in transition, as indicated in several announcements immediately after Christmas.”

Dippel, a former publisher and advertisement director of the title, has moved ahead and will complete a seven-time publishing schedule in 2011. He also has plans to increase frequency in 2012 in both print and electronic versions.

Confident of success: new owner Clem Dippel.

A 50-year veteran in the industry, with over 25 years’ experience as an editor, Dippel believes he is well suited to carry FTR forward.

“FTR is a labour of love for me,” he said: “It has been my whole life.”

“We have a new and experienced staff, and all of us are singularly focused on FTR, and we all want to make a positive difference,” added Dippel.

“Our March issue, which will have an audited distribution of nearly 19,000, is well above our sales and editorial goals. We are grateful for the industry support we have received.”

“The March issue is well above our sales goals.” – Clem Dippel

RAPALA’S PROFITS UP 36% YEAR ON YEAR Operating profit from Rapala Group fishing products increased by 36% in 2010 compared to the previous year.

The surge was led by sales in lures, Sufix lines and fishing knives, said the company, which reported a record operating profit for the year of 31.8m Euros.

The company said that net sales of fishing products rose by 10%, with strong performances in Europe – particularly eastern – and Russia.

Rapala said: “Despite ongoing uncertainties in the current status and development pace of the global economies, generally trends in the economy seem to be positive for 2011.”

It predicted growth in Europe following the acquisition of Dynamite Baits, which, it says, puts the company in a strong position to take advantage of the growth in the carp market.

Rapala added that it expected the American economic recovery to continue – albeit slowly – and added that through the establishment of its new distribution companies and its new product launches, it is well prepared to meet the demands of the coming season.

RAPALA’S RESULTS IN DETAIL

• Q4 net sales: 60.4m (2009: 51.4m) – up 18% • Full year net sales: 269.4m (2009: 234.6m) – up 15% • Q4 operating profit: 4.3m (2009: 1m) • Full year operating profit: 31.8m (2009: 23.5m) • Full year reported operating profit: 31.3m (2009: 22.1m) • Q4 net profit: 1.8m (2009: 0.8m) • Full year net profit: 20.7m (2009: 14.3m) * Figures in Euros

Svendsen signs exclusive deal in Italy

New distributor Luca Gambetti: “We are very pleased with the deal.”

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Angling International March 2011

Svendsen Sport A/S has signed a deal with carp and predator specialist company Outdoor International for the distribution of its products in Italy.

The exclusive deal, finalised last month, includes Svendsen’s ProLogic, DD Bait, Savage Gear, Hansen, Ron Thompson, Scierra and Imax brands.

Outdoor International, which is based outside Rimini on the Italian east coast, reports a “rapid increase” in market share since

it was established in 2005.

Export Manager Luca Gambetti, who has 20 years of experience in the international market and is one of three owners of Outdoor International, told Angling International: “Svendsen products were delivered in January to the Italian shops, who were very anxious to receive them after distribution backlogs of last year.

“We are very pleased to sign the agreement for exclusive distribution.

“Carp and predator fishing in particular are growing fast in Italy and with the ProLogic and Savage Gear brands we have a clear competitive edge.

“Product development is at the forefront with these products and this is extremely important in terms of staying ahead of the game.”

For further information call +39 0541 944456, email info@ outdoorinternational.net or visit www.outdoorinternational.net.

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

France’s Europêche signs Line Charter

E

uropêche, the extensive French retail business, has given another huge boost to EFTTA’s campaign to rid the industry of inaccurate claims on line packaging by signing up to the Association’s line charter.

Laurent Vallenet: “It is Europêche, with 133 retail vital to connect with stores across France and a consumers in this way.” global annual turnover approaching 50m euros, is both well known and highly respected in the European industry. Its decision to back EFTTA brings even more credibility to the fast- growing line initiative.

“As a manufacturer of our own line brands we are very happy to sign the charter because it is directly in line with the Europêche customer philosophy,” said Europêche CEO Laurent Vallenet.

“Our relationship with our customers is based on trust and confidence in our products. This aligns perfectly with what EFTTA is trying to achieve with its charter. All our own brand products conform to the requirements of the charter.

“I think the Line Charter campaign is the best way for EFTTA to connect with consumers on this very important subject. We believe this is vital.”

EFTTA CEO Jean-Claude Bel expressed his delight in Europêche joining the Association and its decision to support the clean-up campaign. “Europêche is an excellent brand and brings significant support to the initiative. We are delighted they have signed,” he said.

“This is yet another reminder to those companies who have yet to join the charter.”

Europêche will now be entitled to use the official

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Angling International March 2011

Line Charter logo on its packaging and marketing material for all correctly labelled products. The company’s current range includes Technylon Cristal and Technylon Fluo. Europêche also has an official partnership with well-known game fishing expert Marc Delacoste and manufactures Delacoste branded Fluoro Carbone, Nylon Fluo and Nylon Cristal lines.

The Line Charter has rapidly gained momentum since its launch in the summer of 2010, with top names including Sufix, Shimano, Daiwa and Pure Fishing line brands having already signed up. For the full list see page 65.

Europêche, which is a new EFTTA member, signed the charter just prior to the Carrefour National Pêche Loisirs, the big consumer freshwater fishing show held in Clermont Ferrand in mid France in January.

Europêche partners exhibition company Centrefrance Événement in the organisation of the show, providing professional fishing know-how and expertise.

Europêche sells its own brand lines and ranges in partnership with Marc Delacoste.

While some sources have questioned the Line Charter, saying that it cannot force companies to comply, there is no doubt that those manufacturers who decide not to join will find themselves in an increasingly uncomfortable position.

“Consumers will ask why does this line not carry the Line Charter logo,” added Jean-Claude Bel. “What do they have to hide? EFTTA is committed to this campaign for the long term. Our mission is to clean up the line sector. By educating consumers to make the right choices about the lines they buy, we will help speed the process.”

For further information about Europêche call +33 466 49 0064, email europeche@europeche.fr or visit www.europeche.fr.

Fairpoint makes important move Top Danish tackle manufacturer and distributor, Fairpoint Outdoors, has moved into new premises.

And while the new showroom and warehouse is just across the road from its old base, in terms of convenience it is worlds apart.

Marketing Co-ordinator Peter Kirkby said: “Our new headquarters is located right across the street from our old one in Allerod. It may not be far away, but logistically it is a great improvement and much more comfortable.

“It is situated on one floor, whereas our previous base was spread over three and that caused a lot of hassle transporting products between levels.”

Fairpoint has been the market leader in the Danish sport fishing industry for over a decade and as well as

promoting its own brands, such as Kinetic, Edge and Magic Minnow, it distributes top brands, including Hardy & Greys and Rio in Denmark, Finland, Norway and Sweden. It has a range of 6,000 products designedspecifically for the extreme fishing conditions experienced in the Scandinavian region.

Above right: Fairpoint Outdoors MD Thomas Jespersen, in the new accounts department with Hanne Biilmann.

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

Powerline appointed distributor in France for Ryugi lures

P

owerline, the manufacturer of lines and jigheads, has been appointed exclusive distributor in France for Japanese freshwater lure brand Ryugi.

Ryugi is owned by the Sasame company, which also Delighted: Powerline’s owns the Shout! saltwater Céline Boutin. brand that is already distributed

by Powerline following an agreement made two years ago.

“The product line is mostly hooks and rubber for street fishing and rock fishing, which are becoming very popular in France,” explained Powerline’s Marketing and International Business Manager Céline Boutin. “Products should Takaki Oda: “We are be available by mid-March. happy with Powerline.”

“The agreement is the second step in our business partnership with Sasame and proof of the trust and good relationship that we enjoy with them. It is a ‘win-win’ partnership.”

Launched primarily for the black bass market in 2010, Ryugi’s special product features include Sasame Pierce Hooks made using cyber metal, a material that is, say the manufacturers, harder than high density carbon.

In addition, Sasame has applied new thinking to the hook’s ‘worm keeper’. While most hooks are designed to retain the hook when the fish bites, Sasame believe that if the worm is freed from the ‘worm keeper’ then there is a greater chance of the fish being hooked. The product line also includes rubber-covered Rubber Shot hooks.

“We chose Powerline in France because they have experience of selling Shout! there and we are happy with their performance,” said Export Manager Takaki Oda.

“They have the strategy to establish Ryugi in France and to expand the market.

“We will help them of course and we have a plan to send our professional staff to Europe to study the fishing there and to conduct field testing.”

The appointment of Powerline means Ryugi now has four distributor in Europe. It also has partnerships with SilRiver in Belarus, Artico in Italy and Artfishing in Spain.

● Sasame’s new premises is now up and running following a ceremony attended by 150 guests including domestic wholesalers, overseas distributors, retailers and agents. The five-storey facility houses a shipping department, warehouse and office accommodation.

Company President Sasakura said that the new building had become necessary because of the need to hold increased stock of both Shout! and Ryugi items. “It was a big decision to take in the current economic climate but we have to move forward to satisfy our customers’ demands for new products,” he told Angling International.

Far left: The office staff at the opening of the new Sasame HQ (left).

Martin Bowler joins Richworth in UK

One of Europe’s best-known specimen anglers and media personalities, Martin Bowler, has joined “original boilie” company Richworth as a consultant.

Recently appointed Media Manager, Pete Wilson, explained that Bowler will contribute to product development and field testing.

“It’s a massive coup to have secured the services of one of the best multi-species anglers in the world,” Wilson told Angling International. “We have known for a long time that Martin is a Richworth fan and to have him on board is fantastic.”

Richworth is widely acclaimed for pioneering boilies for commercial waters. Wilson, a long-time carp angler, joined the Surrey-based company in January, 28 years after buying his first bag of Richworth bait. He also owns a tackle shop and a fishery and has previously worked with line company Ultima.

“This company has a unique pedigree. It is the original boilie company and its baits and technology are still second to none,” he added. “The future looks really exciting. We have two new boilies ready for release and are working with carp consultant

Steve Renyard on an exciting new bait for 2012.”

Another new step from the company is the launch of its own Facebook page. “Anglers will be able to go online to find the latest news from our team of consultants, which includes some of Europe’s most successful carp anglers. They can ask questions too.

This will open up the brand to modern carp anglers.”

Visit www.richworthbaits.com for further information or email pete@richworth.com.

New products behind increase in Shimano’s annual sales

New products, including the Stella range of reels and the Tankenmaru Mini mobile-phone-size fish detector, led the way for Shimano’s angling operations last year, according to the group’s latest sales figures.

For the year ended December 31st 2010, Shimano reported an overall sales increase of 14.4% compared to 2009, with its fishing operations delivering an annual increase of 6.4% to 43.288 million yen.

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In Japan fishing sales were said to be brisk. This was led by new product launches, which also included the Wakasagimatic series of electric reel systems.

Shimano says that despite the impact of a strong yen, severe winter weather and a stalled economic recovery in many countries, tackle sales in Europe were also up.

In its forecast for 2011, Shimano says it expects the robust growth to continue in China, India and the

Angling International March 2011

emerging markets, but expressed concern that the tempo of recovery may slow in the European economies, the US and other advanced economies as a result of the credit crunch and unemployment.

Shimano expects nets sales to increase in 2011 by 3% to 220 billion yen. ● For details of Rapala’s latest financial performance see page 10.

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

Fox International changes its marketing approach

F

ollowing the departure of Ian Welch from his role of Media and Publicity Manager, Fox International has restructured its communications strategy.

Director, Paul Reeves, confirmed that there would be no direct replacement for Welch’s role but that the responsibility would be spread across key product personnel.

“We have changed the way we handle this important aspect of our marketing,” explained Reeves. “The people looking after each particular brand have the most knowledge and therefore are best placed to deal with the communication about their products.”

Fellow Director Ricky Teale, Fox’s recent high-profile recruit from Preston Innovations, will handle Fox Match and a new ‘yet to be launched’ European match brand. Scott Day is responsible for Carp and Specialist, while André Akkermans, European Trading Director, and Dietmar Isaiasch will take care of the Rage predator brand. All advertising planning, design and catalogue work will be managed by Lewis Porter.

Andy Little will continue to be the

driving force behind Fox Sportfishing, which was introduced to the American market when Fox exhibited at the ICAST show for the first time July last year.

“Andy is extremely passionate about our initiative in sportfishing and America is something we remain very excited about,” added Reeves.

“It will not happen overnight there, but capturing even a small percentage of such a vast market can make a huge difference in business terms.

“The carp market is a crowded arena and whilst Fox are, and will always strive to be, a leader in that sector, by investing in areas such as Rage, Sportfishing and other markets which are new to Fox, we will become more of a global business.”

Fox International: set to invest in areas like Rage.

Svendsen hits the stores The 2011 consumer catalogues from Savage Gear and ProLogic are now in the stores. Both are packed with new products and are described as “treasure chests” for the serious predator and coarse fisherman by brand owner Svendsen Sport.

Targeting the passionate carp and specimen angler, ProLogic’s 48-page catalogue contains an extensive insight into this year’s programme of high quality, leading-edge tackle. Among those products bound to catch the market’s attention are the New Green range of carp gear, including bivvies, holdalls, mats, weigh slings and tackle boxes and a series of highly technical Okuma 16

Angling International March 2011

baitfeeder reels.

There’s also a completely new range of boilies, scents and pre-baits.

Savage Gear’s 44-page catalogue, the cover for which was chosen by the brand’s followers on Facebook, features a selection of stylish predator gear, including of course the latest creations from productdeveloper, Mads Grosell.

The new Soft4Play lures, DaBush, Double Propulsion and Rotex spinners, Nail Spoons and Fry Wobblers are all there, along with new clothing, rods, lines and accessories.

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Optimism fully justified at Clermont Ferrand

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redictions by the organisers of France’s most important freshwater fishing show for a bigger and better event than ever before came true in Clermont Ferrand.

The Grande Halle d’Auverergne, nestled among the extinct volcanic ranges in mid France and the home of the annual Carrefour National Peche et Loisirs, was the destination for more than 22,000 consumers and retailers.

With attendance up on last year and many of Europe’s top brands among more than 130 exhibitors, Clement Posada of Centre France Evenements, the organising body, was delighted with the three-day show.

“The hall was packed with interested, passionate anglers and, most importantly, the exhibitors were very pleased,” he told Organiser Clement Posada Angling International, (left) and Laurent Vallenet, of which attended the Europeche – partners behind show. “A poll the Clermont Ferrand show. conducted among exhibitors indicates that 96% were ‘completely satisfied’ with the number and quality of visitors.

“The show is widely recognised as the best place to see the biggest number of brands in France under one roof and to find new products and techniques.”

Posada points to his company’s six-year partnership with Europeche, the huge French retail chain, as a key reason for the show’s continued success.

“It is the best possible alliance – exhibition professionals working with angling professionals to provide the industry and consumers with the perfect product,” added Posada. “As consultants, Europeche has the fishing know-how and expertise to complement our logistics skills.”

Laurent Vallenet, CEO of Europeche, which has 133 retailers across France, added: “Our goal is to make the name of Europeche synonymous with fishing and our involvement in the show is helping do that. We are the biggest buyer from many of the top brands with an annual global turnover approaching 50 million Euros, but our marketing hasn’t always reflected that.”

Clermont Ferrand is predominantly a fishing show but seamlessly incorporates tourism and nature, the environment and boating, all subjects key to anglers’ interests. New to this year’s show was an eight-metre demonstration aquarium, which was so enthusiastically received that Posada plans to allow for more space around the feature next year.

The show attracts visitors from as far away as 600 km and the catchment area is expanding. But how 18

Angling International March 2011

Attendances were up on last year at Clermont Ferrand.

does Centre France Evenements and Europeche plan to maintain the momentum.

“There is a re-birth of young anglers attracted by the exciting image of fishing through techniques like street fishing,” said Posada. “We plan to reach out to this new generation by offering electronic tickets on our website.

“We will continue to develop our networking with federations and associations and to use specialist media to attract consumers, and also to maximise the benefits of the Europeche network.

“We are also going to EFTTEX to try to find new exhibitors from Europe.”

WHAT THE EXHIBITORS THOUGHT • Sensas has been exhibiting at the show every year since its launch. Sales Manager Frédéric Bonnet said: “It was a very good show. The visitors included a lot of pole and predator fishermen, which was ideal for us. We did good business with Sensas poles and also did very well with our Pezon et Michel lures and trout and pike tackle. Our big range of Illex soft and hard lures, plus rods, also proved very popular.

“The quality of the visitor at Clermont Ferrand is getting better and better.”

Virago, Sator Worm and Trago attracted attention and from IMA, the Tetra line, and new Sukari 50S minnow were very popular. In addition, the new Izumi blade bait (Ti-Sing Blade) and jigging minnow (I-Jig) were very successful among local visitors because these kind of lures are very useful for Sandre in the numerous reservoirs in this region. Our new rod ranges – Shinjin and Furiozza – also enjoyed great success.

• Franck Rosmann, Sakura Product Manager at Sert.

“The number of visitors was up on last year and there were more young anglers. Business was very yo good. Our demonstration team and go big tank with underwater camera attracted lots of people. attr “We noted a strong interest in Molix and IMA lures. From Molix, the Mo

• Franck Courtillet, General Manager, Garbolino Europe.

“The show was successful, which is hopefully a good omen after three months of very tough business for us all in the trade. Sunday was a bit less busy, but overall it was no surprise to learn it had broken the previous attendance record.”

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

Future of Sweden’s biggest show ‘undecided’

Sportfiskemassan is unlikely to be an annual event if numbers are down this year, says owner’s CEO.

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he future of Sweden’s most popular angling fair as an annual event hangs in the balance. The owner of Sportfiskemassan, the Sweden Tackle Trade Association (SPOF pole), has admitted that the success of Waiting and seeing: SPOF this year’s event in Jönköping pole CEO Claes Elm. will be crucial in deciding its fate.

Earlier this year SPOF pole renewed its agreement with exhibition company Kistamassan to run the next three shows in Stockholm in 2012, 2014 and 2016.

But the future of the fair in the intervening years

remains unclear. SPOF pole CEO Claes Elm told Angling International: “Our association is divided on what will happen in 2013 and 2015.

“Running Sportfiskemassan every year in Stockholm would be too much. Taking it into other parts of the country – like Malmö or Gothenburg – could be an alternative.

“The performance of the event in Jönköping is critical. If the audience figures are around the 10,000 mark there is a good chance we will look to take it to other locations in Sweden. However, if the figures do not stack up we will run the show in alternate years in Stockholm. If the numbers are down and our costs up, we will look at doing something different in the intervening years, like sponsoring a television show.”

Sportfiskemassan is in its seventh year and is the largest event for all types of fishing in Sweden. Last year’s fair in Stockholm attracted 10,000 visitors and over 100 exhibitors. Kistamassen has run Sportfiskemassan for SPOF pole for the last five years and Elm said it had agreed to extend its contract with the exhibition organiser for another six years.

Elm said: “We talked to other companies but

decided to stay with Kistamassan because it has done such a good job in pulling the industry together.”

The agreement means that all SPOF pole’s members will exhibit at Sportfiskemassan in a bid to reinforce its position as the only nationally recognised fishing exhibition in the country.

Elm said: “Sweden is not big enough to have more than one national show for all types of angling. No one gains from competition in this situation. Sweden needs one fishing platform and one show.”

All Sweden’s top brand names – like Abu Garcia, Normark, Fladen and Svendsen Sport – will be exhibiting at the Elmia Trade Fair in Jonkoping. For more details visit the website at www.sportfiskemassan.se.

EUROPE’S KEY SPRING SHOWS IN 2011 CZECH REPUBLIC Rybareni (International Trade Fair for Fishing) Date: March 10-13 Venue: Brno Exhibition Centre, Brno Visitors: Trade and general public www.bvv.cz/rybareni • Largest fishing tackle exhibition in central Europe with more than 82 companies from three countries represented.

SWEDEN Swedish Fly Fishing Fair Date: March 10-13 Venue: Stockholm International Fairs Visitors: Trade and general public www.flugfiskemassan.com • Run in conjunction with the Wildnerness Fair, the fly fishing event attracted 5,000 visitors last year.

FINLAND Fishing Finland Date: March 11-13 Venue: Helsinki Fair Centre

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Visitors: Trade and general public www.finnexpo.fi • Part of GoExpo – seven outdoor sport activity-based fairs.

exhibition, which includes fly tying demonstrations and a fishing museum. A big favourite with the country’s outdoor sportsmen.

UK The Big One Date: March 12-13 Venue: Farnborough Airfield, Farnborough, Hampshire Visitors: General public www.fishfacepromotions.co.uk • Claimed to be the UK’s largest fishing sale and show. It attracts more than 16,000 visitors and many top brands.

SLOVAKIA Fishing & Leisure Show Date: March 17-20 Venue: Incheba Expo, Bratislava Visitors: Trade and general public www.incheba.sk • 18th annual show run alongside a number of other exhibitions which attracted 768 exhibitors and more than 68,000 visitors last year.

HUNGARY FeHoVa (Fishing Hunting and Arms Exhibition) Date: March 17-20 Venue: Pavilion A, Hungexpo Budapest Fair Centre, Budapest Visitors: Trade and general public www.fehova.hu • 18th fishing, hunting and arms

Angling International March 2011

BULGARIA International Nature Hunting & Fishing Fair Date: March 30-April 3 Venue: The Fairground, Plovdiv Visitors: Trade and general public www.fair.bg • Fishing and hunting fair which attracted 10,255 visitors and 112 exhibitors in 2010.

RUSSIA Sportsib, Hunting & Fishing Date: March 31-April 3 Venue: World Trade Centre, Novosibirsk, Russia Visitors: Trade and general public www.hunting-fishing.sibfair.ru • International exhibition based in a major Russian region for fishing and hunting.

HOLLAND Visma Date: March 31-April 3 Venue: Ahoy, Rotterdam Visitors: General public Website: www.visma.nl • Full preview on page 24.

LATVIA Angling Riga 2011 Date: April 1-3 Venue: Riga International Exhibition Centre, Latvia Visitors: Trade and general public www.rigaexpo.lv

• Meeting place for Latvian angling enthusiasts, it is part of the larger Recreation & Sport 2011 Exhibition.

SWEDEN Sportfiskemassan Date: April 1-3 Venue: Elmia, Jönköping Visitors: Trade and general public www.sportfiskemassan.se • Full details above.

RUSSIA Yenisey 2011 Date: April 7-9 Venue: Siberia International Exhibition Business Centre, Krasnoyarsk Visitors: Trade and general public www.krasfair.ru • Includes The World of Sport, Hunting and Fishing Fair. Attracted over 17,000 visitors and 200 exhibitors from Russia, China, Turkey, UAE, Ukraine and Uzbekistan in 2010.

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Carp Zoom signals ambitions with new equipment brand Carp ’n’ Carp range includes bivvies, beds, chairs and terminal minal tackle. Rods and reels are also possible, says MD Salim Fadil Fadil. adill.

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arp Zoom, the Hungarian bait company known throughout Europe and beyond, has announced the launch of an exciting new brand for Europe’s anglers called Carp ’n’ Carp.

The development programme includes everything from bivvies to beads – with the possibility that the go-ahead company will also add carp rods and reels to its portfolio within three to four years.

Amazingly there were no plans for the new brand as Carp Zoom’s team of consultants and engineers entered the autumn/winter development programme.

“It was always our intention to produce a limited range of end game products (terminal tackle) – along with new additions to our all-important bait range – to meet the needs of our customers,” explained Managing Director Salim Fadil.

“But as we got further into the development process we realised there was the potential for something more expansive and exciting. The result is that we have been very brave and have created a new brand that we

are very confident in for the future.”

In what is a considered customer-driven strategy, the Carp ’n’ Carp product portfolio will be rolled out in several waves. The first wave includes essential accessories such as bivvies, shelters, umbrellas, holdalls, chairs, bedchairs, landing nets, weigh slings, seatboxes and unhooking mats. In addition, the comprehensive end game range will include lead core, hooklinks, stoppers and beads, lead clips, bait bands and boilie stoppers, hooks, swivels, anti-tangle sleeving, tubes and more.

The products have been field tested by Carp Zoom’s fishing consultants across Europe, making sure that feedback was received from as many countries as possible.

Further additions to the brand will be determined according to customer demand and will be introduced at later dates, with the next wave scheduled for the second half of the year.

Salim told Angling International that the time for Carp Zoom to introduce rods and reels would come, but there were plans for numerous other products before then. “Rods and reels will be the last wave,” he confirmed.

While recognising that there is growing competition in the carp market, Carp Zoom believes that it is very well positioned to make a big impact with its new brand.

“Yes, there are a lot of good companies and brands operating in the carp sector and some big names coming in,” said Salim. “But it is a

“There are lots of good brands in carp p but there is enough room for all of u us.” – Salim Fadil

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Angling International Mar March 2011

Excited by developments: Carp Zoom Managing Director Salim Fadil.

Chairs are part of the first wave alongside (below) bivvies, terminal tackle, rod holdalls and unhooking mats.

very big market that is continuing to grow and there is a place for all of us.

“Carp fishing is developing in countries where it was not popular before and people are still coming into the market in both the east and west of Europe. And then there is the USA and other parts of the world to consider. Looking forward, I can only see the demand for carp products increasing.

“Also, the strength of Carp Zoom is that we already have a well established and satisfied customer base. They have been pressing us for the last two or three years to supply carp accessories. In the past they have had to buy them from other companies, but now they can get them from the same supplier, which makes it easier and more practical for them.

“We know our customers want these products and we believe we will be able to sell whatever we make.”

Despite the anticipation surrounding Carp ’n’ Carp, Fadil emphasised that bait remains his company’s core business and he will unveil some of the company’s new bait launches in next month’s Angling International.

“We have many plans for the next ten years, but we will always be a bait brand first and foremost. We will build other complementary products around that as a service to our customers.”

For details telephone +36 34 312 496, email contact@carpzoom.com or visit www.carpzoom.com.. ww www.carpzoom.com

March 2011 Angling International

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Skippyfish’s double

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ure maker Skippyfish has celebrated the advent of 2011 with two blockbuster deals – a ‘milestone’ agreement with one of America’s biggest retail chains and an arrangement that marks its first real advance into the United CEO Lou Consoli: “This Kingdom. gives us real credibility.”

The company is on a roll after announcing that Cabela’s – the world’s largest direct marketer – has agreed to stock its lures in 13 of its 30 stores across the US. And that news has been bolstered by a distributorship deal with Swift Worldwide, a European-based fishing tackle importer and manufacturer, to sell its products in England, Scotland, Wales and Northern Ireland.

Company founder and CEO Lou Consoli told Angling International: “We are delighted by the milestone deal with Cabela’s – we have been trying to tie up something with them for a couple of years.

“It gives us real credibility and exposure and brings us to the attention of other big box chains across the US.” The store placing could be just the tip of the iceberg for Skippyfish as Cabela’s’s website is the most visited site in the sports and fitness market and it has a legendary catalogue business which produces 130 million copies of 97 different titles encompassing 26 billion pages a year.

Consoli is also looking forward to its link-up with Swift Worldwide and an opportunity to establish its products in the UK. He said: “To be in a position to sell our lures in hundreds of UK stores is a wonderful opportunity.

The soft plastic market is growing over there and I am confident our products will be a success.”

Swift’s Head of Marketing Alex McDonald said: “We feel that the inventive products from Skippyfish will give lure anglers an extra dimension to their fishing.”

Swift is based in Exeter, Devon, on the south west coast of England. It holds over 10,000 lines of stock and services more than 400 fishing tackle retailers across the UK and Europe.

JARDENSALESLIFT

The Jarden Corporation – the owner of Pure Fishing – is expected to announce record sales for 2010 when it produces its full results in the coming weeks.

The US-based conglomerate, which owns such iconic fishing brands as Shakespeare, Berkley, Abu Garcia, Fenwick and Penn, will reveal annual sales of around $6billion across its three divisions.

The company says it is expecting fourth quarter sales of at least $1.6billion.

Chairman and Chief Executive Officer of Jarden Martin E. Franklin said: “The quarter’s strong performance is the culmination of an outstanding year. The improving consumer environment, combined with the investments made in the business, have resulted in record sales.”

• Next month – Jarden’s results in full.

OKUMAONLINE

Okuma’s European distributor, Svendsen Sport, is launching a new web resource to boost promotion of the brand in Europe. Okumafishing.eu will be the platform for Okuma products and Svendsen is confident that it will be a valuable tool for product specifications, news and other media. In addition, a European Facebook fanpage has been created to further develop Okuma’s brand consciousness. The page has already generated “a massive response”, says Svendsen.

Organisers: Visma ‘has more to offer than ever’ More than 20,000 angling fanatics will flock to Rotterdam in March for one of Europe’s biggest sport fishing fairs.

Visma – in its 43rd year – takes place at the Dutch city’s impressive Ahoy Arena – a venue more used to hosting world famous artists like Usher and Justin Bieber.

But the event, which runs from March 31 to April 3, does have its own touch of razzmatazz to go alongside the serious business that has attracted over 80 top brands, including Shimano, Spro and Pure Fishing. Some of Holland’s most famous anglers will also be adding to the stardust.

Visma Communications Executive

Jolanda Dietvorst said: “Visma 2011 has more to offer than ever before. Besides an impressive range of exhibitors, there are many activities throughout the exhibition.

“There’s a casting area, fixed poles workshops and our now famous Hall of Fame, which showcases all the new products from exhibitors. Visma is the biggest sport fishing fair in Europe and offers 17,000m2 of angling fun, tuition and buying opportunities.”

The Holiday Square will be dedicated to tourism, a growing category. Also popular will be the BeetTheatre – a workshop hosted by top anglers who – among other

topics – will be discussing the street fishing craze that is sweeping across Holland.

Visma opening times: Thursday & Friday – 10am to 10pm; Saturday & Sunday – 10am to 5pm.

UK’SNASHTOSPONSORCARPANGLINGWORLDCHAMPIONSHIP

The Kevin Nash Group PLC has been named as a major sponsor for the 2011 Carp Angling World Championship (CAWC). The specialist carp manufacturer based in the UK has teamed up with Carp Tournament Series – organiser of the event on the St Lawrence River, in New York, from September 24th to 30th this year – and will be offering concessions on tackle and 24

Angling International March 2011

bait throughout the duration of the competition.

Alan Blair, of the Kevin Nash Group PLC, said: “Nash chose the event as a platform to highlight the Nash name to the world’s best pro-level carp anglers.

While on US soil we will expose American anglers to an expanded variety of tackle and baits.”

The prizes are stacking up for the winning pair with the news that – as well as a minimum prize purse of $30,000 – they will be invited to fish at bass legend Ray Scott’s retreat in Alabama and also receive automatic

entry to the 2012 World Carp Classic at the prestigious Lac de Madine, in France.

Scott, founder member of the Bass Anglers Sportsman Society (BASS), will be a special celebrity guest at the CAWC event and has even invited the winning pair to fish at his ranch, which has played host to many famous personalities – including US presidents.

• Sponsorship opportunities are still available for the competition and further details can be obtained by emailing info@carptournamentseries.com.

Pradco cash boost for youth fishing project

Pradco-Fishing has shown its support for grassroots angling with a $15,000 donation to an organisation that encourages America’s youth to take up the sport.

The Fort Smith, Ark. fishing manufacturer has given the cash boost to the Future Fisherman Foundation (F3) to support its work in promoting sportfishing and water-related pastimes.

Pradco-Fishing Director of Showing support: Pradco Director of Public Relations Lawrence Public Relations Lawrence Taylor Taylor and his youngest son, said: “We have been involved in Michael, on a fishing trip. promoting youth angling for a long time and our donation to F3 is an extension of that. We are looking to the future and in a sense this contribution is putting money where our mouth is.

“F3 is the best way to make sure we reach as many youngsters as possible and we challenge other fishing companies to match – or top – our donation.”

Sales down for Big 5

Major American retail chain, Big 5 Sporting Goods, saw its Q4 sales shrink by nearly 5% compared to the same period last year.

The sports retailer, for which angling is a significant business, has 398 stores in 12 states. It revealed sales of $226.7million (2009: $237.6million) for the fourth quarter to January 2nd.

However, for the full year 2010, net sales increased to $896.8million (2009: $895.5million) and like-for-like sales improved 0.8%.

“We are disappointed our sales came in below expectations,” said the company’s President and CEO Steven G. Miller. “Our sales turned negative over the key three-week period before Christmas. However, we are encouraged that positive sales trends resumed after Christmas and have continued into 2011.”

Buyers’ Guide prompt

ICAST, America’s giant tackle trade show, has reminded Angling International readers that its Buyers’ Guide is an invaluable online year-round resource for locating sportfishing gear, accessories and apparel.

The easy-to-use version of the printed Guide, distributed annually at ICAST by show organisers the American Sportfishing Association (ASA), allows buyers to search for exhibitors selling the newest and most innovative products.

The Buyers’ Guide has more than 25 categories and is easily navigated to find information including company name, location, business type, products, website address and telephone number.

“ICAST is the only trade show in the world where manufacturers display their entire product lines. The Buyers’ Guide is a one-stop location for companies offering the latest products,” says the ASA.

Rongjia correction

The new factory being opened by Hangzhou Rongjia Garments is situated in China, and not in Taiwan as reported in our February issue. The new factory will give the waterproof clothing company manufacturing facilities in XiaoShan, Hangzhou and Quzhou City in Zhejiang. Companies interested in doing business should contact Sales Director Berry Su at berry_su@rongine.com.tw.

March 2011 Angling International

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Imperial Fishing battles elements for Carp Expo

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ppalling weather conditions couldn’t stop Imperial Fishing’s travelling roadshow from reaching the Carp Expo in Stockerau, near Vienna, Austria.

The company’s touring six metre, 3.5 tonnes trailer reached the show after an arduous 16-hour journey through heavy snow from its headquarters in Germany’s RhinelandPalatinate region.

But Imperial Fishing owner, Max Nollert, was in no doubt that the journey was well worth it. “There was a lot of preparation to make sure we had enough stock before the show and the journey itself was an ordeal,” he told Angling International. “But we were delighted with the huge number of visitors that came to our booth. It was amazing.”

Imperial Fishing, which specialises

in boilies, mixes and additives under its Imperial Baits brand, uses the specially branded trailer to exhibit at up to seven European carp and catfish shows. Carp Expo annually attracts around 3,000 visitors from up to 20 countries. From there, the trailer was heading on to Carp Zwolle in the Netherlands.

The company has also announced the appointment of Julian Jurkewitz as Media Designer. Jurkewitz, who was already a member of the Imperial Baits consultants team, will be responsible for the design of marketing material, including labels, advertisements and catalogues. He replaces Peter Schuh who has taken up another role in the team.

Imperial’s Expo offers are available at www.carp-gps.com. The new trade catalogue and ‘Pimp My Bait’ brochure can also be seen online.

Record sales hike for 3M

American corporate giant 3M – the owner of Scientific Anglers and Ross Reels – saw its fourth quarter sales rise by nearly 10% to a record $6.7 billion.

However, the company has warned that reduced profit margins – caused by a rise in raw materials – could see across-the-board price increases in all its six operating divisions.

3M saw its Q4 profit fall by 0.7% as its operating margins slipped to 19.4% from 21.9% a year ago.

In a conference call to investors, 3M Chairman, President and Chief Executive, George W. Buckley, said the group intends to recover the higher material expenses through product price increases.

He admitted: “We were late to the game, but now we are onto it and will be intensely focused on factory costs.”

3M bought Ross Reels in September last year and it was added to the Group’s Consumer and Office Division, which saw its sales surge 8.4% to $961 million for the quarter.

Overall sales for the full year were up 15.3% to $26.7 billion compared to 2009.

Buckley added: “3M made great progress in 2010 and achieved record sales. That momentum is continuing into this year.”

He also confirmed that a transition process is under way to find a new CEO beforehiscontractexpiresinFebruary2012.

UK HEAD FOR PURE FISHING International fishing tackle manufacturer, Pure Fishing, has appointed a successor to former UK Managing Director, Graham Thomas, who left the company in the summer of last year.

Grant Ottignon-Harris has joined the Group, which owns top brands including Shakespeare, Berkley, Abu Garcia and Penn, as Regional Director for the UK and Ireland.

Ottignon-Harris is a passionate 26

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angler who has nearly 20 years of experience within the fishing tackle industry.

Ottignon-Harris will assume direct responsibility of all UK and Ireland commercial operations and will work closely with the company’s European, Middle East and African interests.

Ottignon-Harris will report to International Group President of Pure Fishing, Alistair Thorburn.

SHOW REPORT

“I CAN INTRODUCE YOU TO 10,000 BIG SPENDING FLY ANGLERS IN A SINGLE WEEKEND” Chuck Furimsky has made a bold offer to European fly fishing companies.

Come inside: the Doubletree Hotel is part of the Convention Center complex at Somerset and a traditional meeting place for show exhibitors.

Chuck Furimsky owns a series of seven fly fishing consumer shows in the USA, the jewel in the crown being the Somerset show in New Jersey. Furimsky says it is the ideal route to the US market for European companies and he is looking for new exhibitors – but just how powerful is it?

I

t’s Saturday at the Garden State Convention Center in New Jersey.

Chuck Furimsky is sitting calmly in his office, taking a ten-minute break from overseeing the busiest day of the busiest fly fishing show in the US. From outside the door comes the familiar murmur of a packed show floor and, if you listen very carefully, the feint rustle of dollar bills being counted.

The Somerset Fly Fishing Show is big business for the dealers who come to sell to moneyed New Yorkers before the season starts. And as always, this year business is good. But Chuck has other issues on his mind. He believes European businesses are missing a trick by not coming to his show, and he wants to tell Angling International why. “This is a golden opportunity to meet people 100% interested in their products,” he says as he settles back to answer our questions.

Chuck, you are keen to encourage European fly fishing brands to buy space at your consumers shows. Why should they?

Because America is a huge market for fly fishing. The problem is, Americans don’t necessarily travel abroad as much as they should – or at least not as much as people in other countries – but if they won’t come to you, I’m offering a way for you to reach to them.

And I can guarantee that the people coming through the door are dedicated fly fishermen; the only reason they are here is to find new fly fishing products, nothing else. If I feel a product doesn’t belong, I turn it away.

What specifically are you offering them that will help their growth in the US? It’s two things. First, if you want to know whether your fly products will sell in America, a morning at one of my shows will tell you all you need to know. The American public knows what it likes and it has no qualms in expressing its interest.

And the second thing?

The second advantage is that the dealers are all here too. At any show you will find 25 to 30 of the top regional dealers. They will be exhibiting but they will also be on the lookout for what to sell in their stores next. If they notice you have something that is interesting the public, they’ll come and talk to you.

Nothing entices them more than a booth with a huge crowd around it. And following

close behind is the media. They are here too, as are distributors. It’s self-fulfilling. A booth that generates interest amongst consumers will generate interest amongst the trade.

Everybody’s looking to be the first with the newest new product on the market.

The best way to describe it is like a minitrade show because when they are not selling, the dealers are all walking the floor. But it’s better than a trade show. A manufacturer exhibiting can sell enough product over three days to cover the cost of being here. Can he claim to do the same at a standard trade show where orders aren’t even being written any more?

Why are you making this pitch to Europeans now?

Because in this day and age, everybody has to be an exporter. Of course, it is easier than ever to make a connection with a potential buyer thanks to the internet, but still nothing beats face-to-face conversations. Meeting people is still the best way to sell.

You have a series of seven fly fishing shows across the US. Aside from Somerset, how many should European companies sign up for to see serious results?

It’s possible to test the market with just one show. Somerset is the top show thanks to its proximity to New York. It gets close to 10,000 visitors. We also have the West Coast covered with our California show and the Rockies covered in Denver. There are two other shows on the East Coast either side of Somerset in the calendar, at Marlborough and Raleigh, so if you have confidence in your product and have done your homework, it’s perfectly possible to block out a fortnight of your diary and cover all three. In that time you would have shown your products to 26,000 committed fly anglers.

But should your potential exhibitors have a foothold in the US first?

No, you don’t need to have a foothold in the

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American market. If someone comes here with an impressive booth, American consumers and dealers are up front enough to walk right up and ask how they can get your product. These shows work for anyone because you can make such great contacts. Ask anyone who comes. Marc Petitjean has been coming for years and he is no fool. He knows he can sell here.

Above: Sage is among the big brands that support the show.

Above right: One of the many fly tyers that come to demonstrate their skills.

It’s a big commitment in terms of time and money.

How can companies maximise their investment?

By coming with new products. The most successful exhibitors have something the American public has not seen before. That doesn’t mean it has to be a new development, just new to America. Alongside that, I’d say do your homework. And then pre-promote your presence. Don’t be afraid to call dealers or the media or distributors and tell them you’re coming over with a sensational new product that they really must see.

Can you offer potential European exhibitors any incentives to come to Somerset?

To be frank, the show sells itself. There is no dead space in the hall. Look for yourself, every area has visitors crowded into it. The best incentive I can offer is that I will get them good space if they book early.

Below. The G.Loomis stand proved popular with visitors over all three days.

How do you market your shows to American consumers in order to guarantee a high turn-out?

I take full page ads in every major fly fishing magazine and I mail out 90,000-100,000 brochures to our visitor database. We advertise on the web, TV, radio and on billboards.

We also allow non-profit organisations to exhibit for free. They rally their members to come.

We contact every local outdoor writer prior to the show.

We’d use smoke signals if it worked.

What is your own strategy for growth?

Your consumer shows are well established so what can you do to keep the business moving forward?

The plan is to refine our offering. We’ve added a new show in Philadelphia 28

Angling International March 2011

for March 5th and 6th and we’ve moved the Charlotte show to Raleigh because our market research showed that there are three times more fly fishermen there. But really it is not easy. Our shows are all virtual sell-outs and a lot of that success is down to timing.

We keep to the winter so we don’t clash with the times when our visitors will be out fishing. And there aren’t many dates left open for us. Geography is also a limiting factor.

We don’t want shows competing for the same audience. We’d like to bring back Seattle so maybe we will look at dropping our least successful show to make room for it.

You have made no secret of your ‘offer’ to develop a trade show for the fly fishing sector. Following the launch of the IFTD Show, do you still have ambitions in trade shows?

I’ve said I’ll see how New Orleans goes. It will be a challenge for them to make it a success because of the weather and the August date. It will be interesting to see how many dealers they get from their Denver heartland.

What I’ve said is that I’m always available to talk. I don’t want to compete with the IFTD Show so won’t launch against it. I just want to see a successful trade show because that has a knock-on effect on the rest of the industry, including my own consumer shows. If a company has a bad trade show, they have less money and less inclination to attend a consumer show. And if consumer shows suffer so do dealers and then we are all in trouble.

HOW TO BOOK YOUR SPACE

New exhibitors can book space at the 2012 Fly Fishing Shows from early July. Unitl that point, regular exhibitors are given priority, says Chuck Furimsky. “We don’t re-book at the show. Our invitations and contracts go out in May and we allow responses until July 4th before we open space to new exhibitors.

“Interested companies can contact us for an application. We review the application information and decide if the company fits our show profile, then we send our show contract.

Even though most exhibitors re-book, we always have a few openings for newcomers.”

For details of the 2012 Fly Fishing Shows contact info@flyfishingshow.com.

THE VIEWS FROM TH This year’s show was busy, but just how far do exhibitors support Chuck Furimsky’s view that Somerset is a ‘must-attend’ annual event?

THE SIMMS VERDICT

Simms has a strong presence at six of the seven Fly Fishing Shows, and Somerset is essential for the company’s sales strategy, says National Sales Manager Aaron Theabolt (left). “It always works well for us.”

Why Somerset for Simms?

It’s a vital show because there is such a high density of dealers around here, and a tremendous customer base. People can be guilty of under-estimating how big fly fishing is in this part of the country. It’s incredibly popular.

What is your strategy at the show?

Do you sell direct to consumers?

No, our strategy is not based around selling from our stand. In fact the products we have here won’t be in the stores for another two to three months. Our strategy is to prepromote these items to consumers ahead of the season. We are also here to support our dealers. We have Simms staff who will work on our dealers’ booths elsewhere in the show

“THE AISLES WERE ALMOST UNWALKABLE” More views from US-based exhibitors at Somerset.

HE SHOW FLOOR

Below: The focus of the Simms stand is new launches, says Aaron Theabolt.

to drive sales of current stock. Thirdly, we are here to gather information. Somerset is incredibly useful for forecasting sales for the next 12 months. It’s amazing how well we can predict our future sales based on how our dealers do at the show over the three days – and we are getting that information first-hand. That’s invaluable.

What products have you focused on this year?

We have a new category of non-wading yet fishing-specific Gore-Tex footwear which is exciting consumers. We also have a new boat shoe, the Mariner. Footwear has definitely been the focus. We have a versatile line-up which looks good enough and is comfortable enough to be worn every day but is 100% practical for fishing.

What is the Simms strategy going forward?

Simms is totally committed to developing clothing and footwear that is first and foremost for fishing. Our products look stylish and, yes, we like that they can be worn away from the water, but every design detail has a fishing application. Our products are made to perform on the bank or boat, always.

Dennis Klein, owner Mystic Fly Rods This was our third year at Somerset. Chuck has done an outstanding job of getting the consumers to the show. I would be surprised if I heard that Saturday was not a record attendance. The aisles were almost unwalkable due to the sheer number of visitors. It was important for us to be here promoting our new entry level rod, The Reaper Series. The price is entry level – $199 – but the quality is beyond what you would expect. At Mystic, because we are all fishermen, we focus hard on producing rods that can hook, fight and land fish without breaking tippets and putting the fish through undue stress. We also want to encourage new anglers to the sport.

We have achieved all that with The Reaper.

It’s a great rod for newbies and that has been shown by the reaction in the shops.

We’ve never seen sales like it for January.

Somerset exceeded our expectations too.

All the indications are that consumers are loosening up and are ready for their next purchase. www.MysticOutdoors.com

Pete Crommett (above right, with business partner Scott Caras), founder Cheeky Fly Fishing Cheeky Fly Fishing is somewhat unique in that we’re targeting a niche demographic of progressive fly fishermen pushing the limits of the sport. We’ve developed a fly reel specifically designed to meet their demands – the ultimate lightweight, large arbor fly reel built to last a lifetime. Somerset is marketed as the biggest fly fishing show in the United States so we figured we couldn’t miss it.

Between the volume of consumers, number of exhibitors and quality of the presenters, we weren’t disappointed. We were able to gain a ton of momentum for our brand and make key connections with professionals throughout the industry. www.cheekyflyfishing.com

“THIS IS THE BEST SHOW FOR BREAKING THE U.S.” Advice from the Europeans that were there this year.

Marc Petitjean, Director Petitjean, Switzerland This is the best show in the USA because of its large attendance. But my advice to European businesses tempted to come over is, be patient.

It won’t happen in the US for you straight away. If you come once you will be very disappointed. You need to build your presence. I don’t come with new product every year because I launch every two years. My new MP-TT Bobbin, launched last year, has been selling like crazy in the hall. It’s a major innovation in fly tying and I’m delighted with the reaction. www.petitjean.com Morten Bundgaard, MD/ CEO Pro Flytyer, Denmark We have only been in existence for a year but have already generated a lot of interest in the US with our Pro Tube systems and Pro Weight Systems. We asked our reps in the US where we should go and they recommended Somerset. I was hoping to sign deals with between ten and 15 dealers but it looks like

being much, much more. I’d recommend it to any European company, especially if you can combine it with, say, Pleasanton in California and Denver. That way, you reach consumers right across the country. www.proflytyer.com Olli Ojamo, International Sales Director, Eumer, Finland At Eumer, we believe in the power of shows. For us, nothing is better than meeting fishermen face to face and spreading the message about our tube flies. Somerset is an important part of that strategy. The key is to keep coming back.

In our first year, people were intrigued. Last year, our second, we had customers coming and introducing new anglers to our stand.

Also, the trade was intrigued to see us back.

It took more of an interest. This year? We rock! The booth has been crazy with anglers who either know and like our products or have heard about them from friends.

Through hard work and personal appearances we have grown our US business so that we are now in more than 60 shops. www.eumer.com

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Angling International March 2011

EYEWEAR REPORT

WHAT NEXT IN THE EYEWEAR SECTOR The eyewear sector has seen a number of advances in recent years. Here, its key players explain how they are taking their products to the next level.

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onsumers are more aware of the need for polarised eyewear while fishing and this has resulted in a growing number of products coming onto the market.

Hand-in-hand with increasing product choice has been the technological advances in fishing sunglasses which has helped improve the health of eyes and the overall quality of the fishing experience.

Flying Fisherman, of Florida Keys, has been making fishing sunglasses for over 25 years and its Vice President, Linda Sheldon, told Angling International: “More products are being designed with fishing specific-features – floatable, anti-corrosion, ultra-light, flexible, and stress point padding.

“More high-tech lenses are also being introduced with advanced coatings and innovative application techniques to keep pace with the needs of the market.

“Anglers want penetration through the glare reflected off the water, maximum UV protection and protection from flying objects. All these requirements are continually being assessed by manufacturers.”

Peter Crow, General Manager at Smith Optics, agrees.

He said: “Eyewear is already so advanced that further improvements present an increasing challenge for manufacturers. However, the industry will continue to respond and produce benefits for the customer.

Looking good: Cocoons from Live Eyewear are typical of the advances in eyewear technology.

“Lens performance is about technology, while frame advancement is more to do with style. The aim at Smith Optics is to integrate performance and style.”

Armed with knowledge of the many products in the marketplace, consumers are now starting to demand evidence to evaluate price against performance, says Mark Fisher, Director of Sales at Wiley X Eyewear. The Californian-based company started life by supplying America’s law enforcement agencies and its military special forces with protective eyewear.

Added Fisher: “This approach is a welcome shift from the following-the-herd mentality of ‘everyone else seems to wear them so they must be the best’ attitude.

“In this economy consumers are also putting more scrutiny on what they are paying and why.”

However, he does not believe that technological advances have typically characterised the sunglasses category when it comes to fishing. He said: “If they looked good and were polarised that combination was often good enough. If you throw in an ad with a fish

and a pro angler endorsement or two you become an accepted premium fishing sunglasses brand.

“Certain technologies and features can improve fishing performance and physical comfort on the water and anglers are starting to be more discerning in that respect.

“Certified protection is now starting to be a factor in the buying decision as eye injuries can occur while fishing.”

Chas MacDonald, President of Costa Sunglasses, says his company spends a lot of time talking to its customers. He said: “We hear them telling us that they want more aggressive styling, more lens material options and more of what they like about our products.”

Live Eyewear, the Californian-based manufacturer of products to be worn over prescription glasses, has continued to add cutting edge products to its range.

The latest is Cocoons – an addition to its OveRx series – which are available with grey Polare polarised lenses that feature a flash blue mirror coat.

H30 TAKES ITS THREE LENS TECHNOLOGY TO A NEW LEVEL

Since 1994 H30 Polarized has been known for producing systems with three polarised polycarbonate lenses (Yes, all three lens colours are polarised).

Keeping with the three lens tradition, H3O Polarized is introducing the new H3O LITE Series.

The five H30 LITE Series models all come with three polarised lens colours, including Dark Gray, Amber and the exciting new Polar-Clear.

H30 says that this Polar-Clear lens is so close to clear that it can be effectively fished down to total darkness; it is also light enough to be fished after dark for eye protection.

The H30 LITE Series will appeal to the more price-conscious consumer with its 1mm polarised TAC lenses.

These lenses are a tremendous value.

They carry a tough scratch coat and are easily replaced if needed.

Couple that with a lifetime frame warranty and H30 says you have a timeless polarised eyewear system at a very attractive price.

BUSINESS CONTACTS

Tel: +1 920 739 4673 Email: imh3o@aol.com Website: www.H30polarized.com

Advanced: the new H3O LITE Series.

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EYEWEAR REPORT

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Flying Fisherman celebrates 25years in style

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he emergence of sunglasses in the angling market has been reflected by the success of Florida-based Flying Fisherman.

The company, which celebrated its 25th anniversary last year, has been at the forefront of the developing sector, producing a range of innovative products for the discerning angler.

Company Vice President Linda Sheldon told Angling International: “As anglers are becoming more aware of the benefits of polarised eyewear, the industry is responding with more specific sportfishing products.”

Buoyed by the growing marketplace, Flying Fisherman is continually reaching new markets and last month announced that it had secured distributorship agreements with companies in Europe, South America and Africa.

Linda said: “2010 marked our 25th birthday and during that period we added more skus and expanded our distribution both domestically and internationally.

“The positive response to the Flying Fisherman brand in the global marketplace has sharpened our focus on customer service and 2011 looks very promising indeed.”

Linda added that the company continues to develop it range of quality products and to honour

The Cape May completes an impressive line-up from Flying Fisherman.

its pledge to provide excellent customer service.

It stays committed to increasing its market share.

New launches in the forthcoming future will be a new Master Angler RhinoLens Bifocal style and ongoing additions to its Action Angler Sunglasses series.

Linda said: “Our very well received SunBandit line of face/neck protectors will be expanded to offer many new designs along with other new apparel items.”

As Flying Fisherman celebrates it 25th year, many of its long-time and loyal customers are growing older with the company. And that is why it has introduced two bi-focal styles to its Master Angler RhinoLens Series.

They are available in three different magnification powers and ideal for seeing while tying knots and reading maps – eliminating the need to change from sunglasses to reading glasses.

Flying Fisherman says that now anglers can see clearly with quality, affordable polarised eyewear that offers total UV protection. It also has the benefit of Flying Fisherman’s AcuTint Lens Colour System, which eliminates reflected glare and enhances colour contrast without distorting natural shades.

The Falcon provides great polarised performance

Snowbee offers a clear choice New for 2011 from UK manufacturer Snowbee is its Prestige Sports Sunglasses range that come with three lens options. These include: Smoke – for bright, light conditions; Amber – for lower light; and Yellow, which is ideal for evening and night fishing or under trees as a result of its ‘light gathering’ properties.

Starting from as little as £15, the range extends up to the ultralightweight, magnesium alloy

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frame Magnalites at £69 and all come complete with a carry case.

The Snowbee TAC (Tri-Acetate Cellulose) lenses offer superb clarity and protection from impact ct and scratches. They meet all the necessary European and American standards with 100% UVA protection, 80% UVB and 99% polarisation.

Starter packs are available and d come with six unit counter display stands.

Angling International March 2011

BUSINESS CONTACTS

Tel: +44 1752 334933 Email: sales@snowbee.co.uk Website: www.snowbee.co.uk

and sleek, wrap-around coverage. Matte black TR90 frames are extra durable with non-slip rubber nose and temple pads for a stay-put fit.

The shatterproof Flying Fisherman’s Polycarbonate RhinoLens size is a generous 66mm and comes in AcuTint amber or smoke and three magnification powers: +1.50, + 2.00 and +2.50.

The Cape May completes the line-up and is generously sized for ultimate coverage. It features polarised side windows for better peripheral viewing, recessed nose and temple pads and slotted temple tips for an optional string attachment.

The shatterproof RhinoLens size is 62mm wide and provides protection from flying hooks, lures and debris. They are available in Shiny Black or Shiny Tortoise frames with AcuTint smoke or amber lenses. They enjoy the same bifocal lens power of the Falcon and both pairs come with a micro-fibre drawstring case.

BUSINESS CONTACTS

Tel: +1 305 852 8989 Email: Linda@flyingfisherman.com Website: www.flyingfisherman.com

Ocean Eyes puts focus on quality Haber Vision bursts onto the and affordability

scene with online offering

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aberVision.com is a new brand in the eyewear sector with a complete range of sporting sunglasses, including a top selling line of 14 fishing products specifically designed for the angler.

The company is based in Golden, Colorado, but sources its products in Europe.

HaberVision was set up by Steve Haber – a lifelong athlete and businessmen – who developed the Bolle brand of sunglasses and goggles in the 1980s. After taking his company public in 1995, he later sold his interests in the business to pursue his lifelong passions of fishing, skiing and golf.

However, in 2005 he realised the need for an eyewear company devoted to the polarised segment and decided it was time to get back into business – and HaberVision was born. Haber says: “I believe not using polarised products doesn’t just cloud your vision, but your total outdoor experience.”

The company prides itself on being the ‘world’s first online only premium sunglasses store’ and the model allows it to sell its brand of premium eyewear direct and at a discount.

The company says it is also committed to the environment and, together with its partners, is working towards a cleaner, healthier and more sustainable world.

New products are introduced on a regular basis using the latest materials and technology, from what it describes as the finest factories in the world.

The most recent new product is Columbia polarised sunglasses with Corelex, photo-chromatic light adjusting ground and polished glass lenses.

Its performance in a polarised 8-base lens allows little in the way of peripheral light and includes anti-reflective with hydro repellent coatings.

Unique products within its product line are the

Magnum Floating, Belize Bi-Focal, Kenai Bi-Focal and the Haber Eliminator.

The Magnums are designed with an air pocket temple which allows them to float. The Kenai and Belize polarised sunglasses are offered with or without a built-in reader bi-focal.

The Belize style also has a very unique ‘Top View’ where the reader is located in the upper portion of the lenses. The down location is more traditional and while it is practical for fishing, it also excels for everyday pursuits such as reading and driving.

The up location is designed to help fishermen attach flies or lures while also allowing normal vision for walking or wading through streams.

All sunglasses provide 100% UV protection (A,B,C) from harmful rays and come with a oneyear manufacturer’s warranty. Each includes a micro-fibre pouch and cleaning cloth.

HaberVisions says it is looking to expand its international sales base through other web-based companies and distributors who sell direct to the consumer especially in Canada, the UK, Europe and Australia.

Margins for retailers exist with the Haber Eliminator Fan module only. This is a device designed and developed to keep you fog-free in your goggle. It installs easily, fits most goggles on the market and is ideal for ice fishing.

BUSINESS CONTACTS

Tel: +1 303 459 2220 Email: jani@habervision.com Website: www.habervision.com

Giving anglers polarised and stylish sunglasses at affordable prices. That’s the aim of Florida-based Ocean Eyes – the company set up to provide quality polarised sunglasses that won’t ‘break the bank’.

Company owner Skip Ledingham says: “In my view, sunglasses are way overpriced. We want to provide our customers with quality products that are within the reach of everyone.”

Ledingham added: “We are proud to produce frames that are up-to-date while also being able to provide timeless ‘classic’ designs for those who prefer style that doesn’t get old the moment a new product hits the market.”

All Ocean Eyes glasses are fitted with lenses that provide protection from harmful UV rays and are polarised to reduce glare – not brightness – to make the water look more transparent.

A newcomer for this year is the Ocean Eyes Small Faces range of new frame styles to fit smaller faces. Consisting of five glasses in cool colours, they are all polarised and trendily named.

In the adult range is the Tornado with a TR90 frame – a ‘memory polymer’ that is used in the manufacturing process to ensure that it is extremely bendable and light in weight.

Also available with the TR90 frame are the Pipeline, Sportsman, and Fish Tale styles.

Ledingham added that one of the company’s best sellers is its Sea Ray style which features side shields.

Another favourite is Go Fish, which has been on the market since 2000. He said: “They feature frame-top ventilation and have never lost their style or appeal to anglers.

Women anglers also love our Malibu sunglasses.”

All Ocean Eyes sunglasses come with a micro-fibre bag for cleaning and protection from scratches.

The company says: “Try our Ocean Eyes sunglasses and ‘Sea’ More.”

BUSINESS CONTACTS

Tel: +1 561 746 6071 Email: oceaneyes@bellsouth.net Website: www.oceaneyes.biz

Just part of the Haber Vision range, which is sold direct to consumers online.

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FLY FISHING

UPDATES in association with

TM

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

Temple Fork ‘strikes gold’ IFTD exhibitor, Temple Fork Outfitters (TFO), believes it has struck gold following the appointment of a new distributor ‘Down Under’.

The Texan rod maker, who will be showing a range of new products in New Orleans in September, has agreed a deal with EJ Todd – one of the country’s oldest wholesalers and distributors.

TFO President and joint owner, Rick Pope, told Angling International: “Since teaming up with EJ Todd we know we have made the right decision. They believe in the things that we do and there is a real affinity between us. They have wonderful enthusiasm and interest in our products.”

AFFTA’s marketing mission AFFTA has embarked on a comprehensive and ambitious marketing plan to attract retailers to its 2011 IFTD show in New Orleans.

Show director Randi Swisher has identified it as one of his biggest challenges in the run up to IFTD and is determined that the attendance will answer any doubters who question the show’s location.

“We have numerous marketing strategies in place to attract more dealers,” he told Angling International.

“We are using lots of trade publications with an aggressive advertising campaign that will spread the word earlier and with more frequency so that retailers can plan their trip.”

Swisher plans a repeat of the acclaimed business seminar that ran prior to last year’s Denver show, promising that retailers will learn ways to grow their business and make it more profitable.

Prospective attendees are also reminded that the show offers other financial and profit driven incentives to retailers, including numerous ordering incentives offered by exhibitors and only available at

the show. These can include key product discounts, special buys on targeted and exclusive show items, extended dating terms, shipping discounts and volume incentives.

Swisher continued: “Many retailers that attended in 2010 took advantage of these show-only offers and saved thousands of dollars, saying that they could not afford to stay home and miss these value offers.”

But the AFTTA Board recognise that there is much more to attending the IFTD show - identifying the opportunity to be part of the largest gathering of fly fishing businesses in the world. The show provides a unique networking platform among industry leaders, the chance to share ideas and news and to see and try the latest new products.

“There are just so many opportunities that it would be crazy to miss,” said Swisher. “Retailers can learn more about social networking and online marketing in the Social Media Lounge and they can discover new products and services they’ve never seen before in the Small Business Section.

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.’

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Angling International March 2011

The Australians have warmly welcomed the TFO product range, including the highly-acclaimed BVK Series of fly rods.

They were unveiled at the International Fly Tackle Dealer Show (IFTD) in Denver last year and Pope said: “They received tremendous acclaim from visitors.”

However, he admitted that the company has been a victim of its own success. He said: “We undershot demand forecasts and have had to ramp up production.”

The rods are the brainchild of Lefty Kreh, who spent a year designing the lightweight addition to the range. It uses new materials to dramatically reduce the weight of the rods, but not the performance.

Scientific Anglers to be a big draw The Scientific Anglers booth was among the busiest at last year’s IFTD show and the prestigious fly line company is certain to be a big draw for attendees in New Orleans this September.

The 3M-owned Michigan company, whose SAID technology and Mastery Textured lines were among the most talked about products in Denver, will b e bringing more new ideas to the market,althoughBusiness Development Manager Jeff Wieringa was not ready to divulge just what will be on show.

“The IFTD show is extremely important to Scientific Anglers,” affirmed Wieringa. “A successful show for us is being able to deliver our message to our core group of customers in the most efficient way possible.

“I think last year’s show was a great improvement over the previous year. It has already made a change for the better.”

Scientific Anglers has acquired Ross Reels since last year’s show and the Colorado-based brand will also be exhibiting at New Orleans.

The bait markettoday Introducing Angling International’s exclusive analysis of the global bait market including reactions to the changing shape of the sector, current trends, future direction and opinions from some of the key players.

OLD GHOST REVEALS ITS PRODUCT PLANS

The Chinese bait giant has set its sights on the Continent’s biggest spending anglers with its new-look boilies, pellets and pastes developed specifically for Europe. The UK, France and Germany are the top targets, says President Yi Zhe.

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hinese bait giant Old Ghost has outlined its product strategy as it prepares to take on the European bait market. It is working alongside Holly Kudos, which will be using its considerable knowledge of the European market to promote Old Ghost baits.

Old Ghost President, Yi Zhe, has said that quality of product – rather than price – will be key. He told Angling International: “During our research of the European market we looked closely at the price and quality of our baits – and we have chosen to concentrate on quality.

“This means that Old Ghost will be more expensive than any other bait currently on the European market. This may be to our disadvantage initially, but we believe that any angler who tries our baits won’t be disappointed.

“Smart anglers will not abandon the best baits because they are dearer. Results are what counts, and we know that our baits can deliver.”

The first countries on the Old Ghost radar as it seeks to widen its markets are the UK, Germany and France – a move that puts it up against established names that include Dynamite Baits and Berkley.

Yi Zhe said: “We do not see ourselves as competing against those respected companies because our products are completely new and innovative. There will be nothing similar in Europe.”

Old Ghost has been researching the European bait sector and how it differs from its home market for over five years.

Zhe, a four-time Chinese national fishing champion, has been at the forefront of the company’s European bait development strategy.

He said: “The big difference is that most

Yi Zhe: “Our pedigree will stand us in good stead.”

The bait experts: Old Ghost’s products (below and top right) have given it a 70% market share in its Chinese homeland.

angling in China takes place on man-made fisheries – in Europe it tends to be on natural waters.

“As a result paste baits are more popular in China compared to Europe where longerlasting products are used. We studied the European boilie. While it is hard and durable, the attractants are not released efficiently.

Based on this, we have invented a new one.

“It has a hard core – the same as in Europe – but its surface is covered with effective attractants which stay on the boilie under water for up to 40 hours.

“To keep boilies and baits fresh, a lot of preservatives are used in Europe. With that in mind we have invented a fresh-keeping sausage-like bait that has no preservatives and stays fresh until the angler opens the skin of the bait.

“Compared with fishing in China, more groundbait is used in Europe. The key to success is getting a long-lasting groundbait to the exact spot it is needed and making sure it stays there.

“We have come up with a slow release pellet which can be catapulted into the water where it will slowly release the attractants for up to six hours.”

Zhe also revealed that Old Ghost would be introducing a popular Chinese bait into Europe.

He said: “In China we call it ‘drag paste’. It is an easy-to-make paste which will stay on the hook for up to 20 minutes as it slowly releases its attractant into the water.

“Old Ghost invented this method 15 years ago and it is the

most popular hook bait in China.”

Zhe accepted that Old Ghost will not be an overnight sensation in Europe and that patience will be needed to convince anglers of the benefits of its unique baits.

He said: “We are aware that it will not be easy for European anglers to accept a Chinese brand overnight, but we are convinced that in the end the fish will be the judge.

“The first thing for Old Ghost to do is to expose ourselves to the market and let the anglers see what we have and start to put trust in the products we provide.

“There is a famous old saying in China that the best comes from the professionals.

“In the last 20 years Old Ghost has concentrated only in the research and production of fishing baits.

“We have a 70% market share in China and our baits are accepted by 90 million anglers.

That pedigree will stand us in good stead as we prepare for the challenges ahead.”

• Contact: +86 27 8756 1355 or email sales@lg918.cn

March 2011 Angling International

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2011 BAIT

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

Dynamite Baits plans to double its production

Rapala’s new kid on the block is unfazed by increasing competition in the European bait sector and is setting ambitious plans to increase market share

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ynamite Baits is unfazed about the growing competition in the European bait market.

Rapala, which bought the Nottingham, England, based company in August last year for 6.5m Euros, has already Steve Cole: “We do not announced its intention to fear competition.” more than double its bait production in the next few years.

While both Pure Fishing and Old Ghost Baits have announced their intention to secure a large slice of the European marketplace and are set to have a significant impact on the sector, the news has not disrupted Dynamite’s bold expansion plans.

Dynamite Baits Marketing and Media Manager, Steve Cole, told Angling International: “We do not fear competition – we welcome it. It drives us on to work even harder.

“Europe may be harder to crack than some people think because baits need to be designed for the

new market. It is like Dynamite suddenly deciding to concentrate on saltwater fishing in Australia. It would take massive investment in time and resources.

“Competition in the bait market is already really tough, but 2010 was still a record year for us – and there are not many companies that can boast that kind of performance.

“We are not arrogant, but nothing phases us. It is more important that we concentrate on doing what we do best – and that is making the best bait in Europe!

“Too many companies take their eye off the ball and spend too much time watching others instead of focusing on their strengths. We know our bait, marketing and distribution are all the best.”

He added: “Take our launches for 2011 as an example of our resolve. They are arguably our strongest-ever launches – Robin Red Boilies, Terry Hearn’s Savoury Spice Boilies and Rod Hutchinson’s Sardine and Anchovy Boilies, plus 10mm Pop-Ups, new liquids, groundbaits and pellets.

“The performance of these baits has already been outstanding when you look at our sales across Europe. That tells us that the range is bang on and that shops need to stock all three products.”

Carp fishing is the growth area across Europe and many companies are intent on taking a slice of the lucrative market. Cole said: “We are experiencing good growth, especially in Eastern Europe because we can offer a huge product range to suit the varying markets.

“We make an amazing array of products in different sizes, colours and flavours and many boilies are available in groups that include matching pop-ups, liquids, pellets and groundbaits.

“Competition in the market is already tough, but 2010 was still a record year for Dynamite Baits – and there are not many companies who can boast that kind of performance”

Left: Carp legend, Terry Hearn, caught his first river ‘30’ using Dynamite’s Savoury Spice.

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Angling International March 2011

Above: The 10mm Mussel & Anchovy and Pineapple & Banana Fluoro Pop-Ups from Dynamite Baits.

“Anglers’ preferences vary from country to country so the key is ensuring that you have a quality product to offer every market.”

Dynamite Baits currently exports 30% of its baits abroad and is well placed to grow that by utilizing Rapala’s extensive European distribution network.

Cole said: “We’ve been a European company for many years. We pride ourselves on working very closely with our distributors to ensure that they receive a high standard of service from all departments – from sales to dispatch. We want to make life easy for customers, offering marketing support, a website in their language, brochure design and magazine articles.

“Our new website is very innovative and we are working constantly on improving it – not in English, but in other languages.

“We feel it’s vital to offer a complete service to our

EFTTA NEWS AND EFTTEX 2011 COUNTDOWN See p63

Above: Robin Red Boilies, Terry Hearn’s Savoury Spice Boilies and Rod Hutchinson’s Sardine and Anchovy Boilies – “arguably our strongest-ever launches,” says Steve Cole.

distributors and this includes the chance for them to have the products section of dynamitebaits.com in their own language.

“We also use our own Facebook page to refer anglers back to our website and this has seen some very impressive figures in terms of hits for the website.

“There’s no getting away from the power of social networking so it is important to embrace it. We have around three news stories that go live every day and the subjects range from big fish catches from around the world to news, articles, videos and competitions.

Each story is teased on Facebook and that raises its profile even more.”

Dynamite Baits makes products for a wide range of fishing disciplines, but carp baits continue to attract the main focus. Cole said: “We have an awesome list of new recipes which we know –like all our baits – will be huge sellers throughout Europe and will result in a mass of big carp being caught.

“To stay ahead of the game you have to be one step ahead in product innovation and that is something we take great pride in.”

“Sales have already been outstanding... that tells us that the range is bang on and shops need to stock all three new products”

Above: The products section on the new Dynamite Baits website is multi-lingual.

Contact Dynamite Baits...

Tel: +44 1159 894050 Email: sales@dynamitebaits.com Website: www.dynamitebaits.com March 2011 Angling International

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2011 BAIT

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

PRO LINE OUTLINES ITS 2011 EXPANSION PLANS Benelux’s biggest bait company is looking further into Europe, boosted by a 50% growth in its business in the past two years. “Our quality is key,” it says.

T

he Pro Line bait range is renowned across Europe for its results in catching carp – and lots of them. Even in the most difficult of venues it has a high success rate. Confidence in the company’s bait range is immense, says Pro Line and Major ambitions: Bart van den Hurk. that is the reason why maintaining quality is key.

Pro Line Manager Bart van den Hurk said: “Our goal is to offer bait solutions to help anglers catch more and bigger carp. And we are proud that this quality is provided at a very good price.

“We can do that because Pro Line is a wholesaler and producer of its own products and delivers directly to tackle shops.”

Flexibility is important and Pro Line’s complete production process is designed to work in batches of 50kg so that tackle shops can offer fresh-rolled Freezerbaits and Readybaits to order.

Founded in 1996 by Koos Megens, the company is now the biggest bait brand in the Benelux region and is currently establishing a healthy export business in Germany and France. van den Hurk told Angling International that over the last two years its business has grown by over 50% as demand for Pro Line’s unique products keep growing. He said: “We have saturated our home market and reached the top of our potential there.

To grow as a business we have to expand outside the Benelux region.”

However, van den Hurk maintained that expansion has to be achieved without compromising the quality on which the company has built is reputation. He said: “We have good contacts with our clients and maintaining those are of paramount importance.

We must grow at a sustainable rate and not allow our home market to suffer. It is the basis on which the success of our business has been built.” van den Hurk added that product development plays a key part in the company business plan. He said: “We are always striving to develop better baits.

We spend a lot of time with our field testers and every year we aim to launch new innovative products.”

Pro Line says it offers a complete bait range of 24 different flavours, including established best sellers like Fish & Garlic, Juicy Pineapple, Triple S and its number one, Garlic & Robin Red. A new flavour for 2011 is Salty Tuna, a tasty full-bodied fishmeal bait.

Boilies are an important part of the Pro Line offer and come both in shelf-life and Freezerbait forms in 15mm and 20mm. The shelf-life boilies have a minimum of preservatives and the absence of fresh eggs – which both affect the long-term strength of the bait.

They are available in 1kg, 2.5kg and a big 5kg bucket.

All 24 flavours can also be ordered as a Freezerbait – without preservatives – and their performance is even better compared with the shelf-life versions.

The company launched sticks in 2010.

They are distinct from boilies in that they are a different shape and dissolve after

24 hours. These are especially useful for fishing on arrival at the bank or when carp feed irregularly and you don’t want to overfeed your swim.

Sticks and boilies can both be enhanced with Pro Line’s Liquid Bait booster, which gives them a sweet taste and longer life. This is ideal for anglers who are travelling to holiday destinations.

The Pop-Ups from Pro Line come in a range of flavours. They are extremely tough and retain their buoyancy for 36 hours. To give the sinking or floating hook bait extra attraction, a liquid boilie dip and powder dip is also offered. van den Hurk said: “Pro Line is a complete brand. It tries to be innovative and wants to be setting the trends rather than following them – an attitude that takes courage. It also delivers products that are tried and tested in the field so anglers can expect products that have proved themselves.”

Contact details

›

Top: The best-selling Garlic & Robin Red bait. Right: The new Salty Tuna boilies made with sea salt and kelp.

“Our goal is to offer bait that helps anglers catch more and bigger carp.”

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Angling International March 2011

Tel: +31 493 560 185 Fax: +31 493 560 490 Email: international@proline-products.nl

FUN FISHING EXTENDS MATCH FISHING PORTFOLIO See p58

EXCITING NEW RANGE OF BOILIES FROM BERKLEY

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erkley Gulp! Carp Baits – part of the Pure Fishing Group –has unveiled an exciting new range of boilies.

The company says that its line-up of eight new boilies is a result of its unsurpassed technical expertise in the production of carp baits that has been helped by years of experience in fish research by its US experts and fish biologists.

Berkley is regarded by many as one of the most successful bait companies in the history of fishing and has its own production facilities in both Europe – with its own chemist – and the US. It says that the new boilie range has – like all its bait products – been fully researched and contains only the best human-grade ingredients to ensure that it offers highly digestible baits with a good nutritional profile.

Extensive research is carried out in the company’s well equipped laboratory.

THE NEW BOILIE LINE-UP INCLUDES: • Fresh Fruit One The base mix is unique to Berkley and contains more nutrition than a fish can get from natural food sources. This dark red boilie is flavoured with strawberries and red fruits and an intense sweetener.

• Irish Cream A seed-based boilie that has the famous Berkley soluable attractant to give it a real edge. It also contains Gulp! Seed Base Mix and caramel and cream flavouring.

• Particle Bomb It is based on the Berkley Gulp! Seed and Birdfood Base Mix and contains some extra tigernut and peanut meal for improved texture.

• Pineapple Fever Proved a big favourite with the field testers, this bright, highly-flavoured yellow boilie has already produced big carp catches.

Right: The line-up of eight new boilies from Berkley Gulp!

Carp Baits. Below: The PVA friendly seed range.

The complete Gulp! Carp Seeds range is PVA friendly so you can make PVA bags straight from the jar. The Gulp! Carp Seeds have been developed using a new preparation technique.

They are made in a pre-mixed special Gulp! liquid that gives seeds and nuts an extra boost in the water, improving all the natural attractants and oils.

THE NEW CARP SEEDS RANGE INCLUDES: • Gulp! Tigernuts * A selection of the best Spanish tigernuts, plugged with exclusive Gulp! liquid.

• Gulp! Natural Hemp * Containing a lot of oil and perfectly cooked hempseed, it has been enhanced with a special Gulp! water soluble attractant.

• Gulp! Chilli Hemp * Fresh chilli flakes makes this offering very hot.

• Gulp! Corn * Cooked in an exclusive Gulp! liquid to make it sweet and creamy, the sweetcorn can be used as a hook bait or particle carpet.

• Gulp! Wheat ** Prepared with Gulp! Liquid attractor, it comes into its own when carp are not really feeding.

• Gulp! Micro Blend * Mixed blend of eight small seeds and grains for spring or winter fishing.

• Gulp! Peanuts * Extra spice is added by exclusive water soluble attractors.

• Gulp! Spod Blend * Blend of eight medium size seeds and nuts in Gulp! Attractor – designed for spodding.

• Gulp! Giant Blend *** Only available in bigger size jars, it has eight different larger seeds and nuts to make this mixture ideal for longer fishing sessions. Cooked in a water soluble Gulp! attractant. * available in 800 & 1,800ml ** available in 800ml only *** available in 1,800ml only

• Tuna & Spice The chemist’s favourite, it is made from a base mix and contains the purest tuna meal and various Indian spices.

• Halibut & Crab Full of halibut fish meals, crab flavouring and green-lipped mussel extract, it also has micro halibut pellets for high leakage and extra crunch.

• Squid & Liver Made from squid meal, real octopus and a special liver extract.

Make contact

›

• Seafood One It has a nutritional balance and unique crunchy texture. The most fishy bait in the range, it contains LT fishmeal, fish proteins and seaweeds.

Tel: +33 450 96 77 00 Web: www.eu.purefishing.com

March 2011 Angling International

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2011 BAIT

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

WHY CARP ANGLERS PREFER TIGERNUTS Cultivated in Spain, Tigernuts are appreciated by anglers throughout Europe for their versatility, their longevity – and their ability to attract carp, no matter what form they take.

T

igernuts are probably the best particle bait for carp fishing on the market. They have been driving carp crazy for more than 30 years. These tasty morsels come from a tuber that has been traditionally cultivated in the region around Valencia in Spain.

They were first used by carp anglers in Great Britain in the early 1980s. Originally, they were eaten as snacks by the fishermen until they rapidly became aware of the potential of Tigernuts as a deadly carp bait.

Tigernuts are so good because they are effective as an all-season bait. They are now considered as one of the most effective baits all over the world because of their content in natural sugars (22%), fibres (33%), proteins (7%) and fats (25%).

The sweet-tasting Tigernuts have an irresistible quality which carp adore and cannot leave alone. It is like a natural food source to them. Tigernuts are a proven bait, preferred by carp and avoided by crabs, tench, bream and crucian carp.

When carp eat Tigernuts they pass them through their system very quickly, depositing them back out into tiny pieces on the lake bed, which in turn get re-eaten continuously. These tiny pieces can still be attracting fish to the chosen baited area for some time after being baited.

Tigernuts Flour

This amazing natural product is a result of grinding down the original nut without losing its essential ingredients and natural fats. The flour has proved very popular with fishermen who are looking for a smooth and creamy texture to add to their creations while taking advantage of its characteristic aroma.

Tigernuts Flour can be used perfectly as a base ingredient for different mixes. Thanks to its high fat content, this product keeps other products moist, keeping them fresh over a longer period time.

It can be rolled into balls and catapulted or thrown into the water. It can also be mixed with chopped particles until it’s slightly too wet to make into balls and then, after soaking in all the excess liquid, can be combined with some Tigernuts Extract to boost the mixture, releasing slowly from the spod mix.

Tigernuts Flour is probably the most efficient way to introduce grain-type baits into waters where they have not previously been used because it starts catching fish even without any pre-baiting.

Safety first

Tigernuts should always been prepared properly to make sure they are at their most effective. They should be well prepared because if they are not they can become very dangerous to the carp as the nuts swell up inside them.

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Angling International March 2011

WHO HAS A ‘SAVAGE’ LOOKING NEW CLOTHING RANGE? See p49

Tigernuts Nougat

A novelty in the market, this plasticine-like product, perfectly malleable, can be used by carp anglers to prepare sticks, balls or as an addition to other baits.

Produced with Tigernuts Flour, Almond flour, oil, sugar and honey, this product has been developed to dissolve slowly in the water. It creates a sweet cloud which attracts carp easily from hundreds of metres away and into the angler’s swim.

Tigernuts Oil

Highly recommended for boilie preparation, this product has almost the same properties as Tigernuts Extract, but in a more intense form. Being high in Vitamin E content, it helps carp to live longer.

Tigernuts Extract

Tigernuts Extract produces an extremely natural sweet milk, containing over 22% of natural sugars and 30% of fats, making it a versatile carp additive.

Ideal for getting carp into your swim and directly onto your hook, it can be also carried in PVA bags as the extract will not harm it. It will only dissolve on contact with water, where it is most effective.

Quite useful to dip any kind of bait, Tigernuts Extract is highly recommended for the preparation of boilies. Because of its sticky texture, there are fewer eggs in the mixture and therefore a higher sugar concentration. Carp eat baits prepared with Tigernuts Extract fairly quickly, being pre-digestible while still having the same powerful attraction.

Want to stock Tigernuts?

To get this amazing bait you can log onto www.carptigernuts.com which offers all the Tigernuts range at the most competitive prices in the market.

March 2011 Angling International

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2011 BAIT

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

Richworth adds ‘record breaking’ bait to its range

The UK bait pioneer is anticipating huge demand for XLR8, which has thrilled its consultants in tests, catching huge fish in record times.

A

sk any UK carp angler who fished during the Eighties about the baits he used, and there’s a very good chance he will mention Richworth. The Surrey-based company is acclaimed as the first in the world to produce ready-made boilies, going down in fishing folklore as one of the few businesses to have genuinely changed the way anglers catch fish.

The family-run business came into being in 1983 with a mission to produce the best baits from the finest ingredients, an unwavering goal that gave rise to the company’s slogan ‘Where quality counts’. Rapid expansion saw a move to Richworth’s current 12,000 sq ft factory site in West Molesey where all of its baits are produced, packed and shipped across the UK and mainland Europe.

Among Richworth’s glittering array of carp fishing talent is Steve Renyard, a Richworth consultant who has a big input into product development.

“We work relentlessly to bring the freshest, most attractive bait available to the market,” says Steve.

“We know how much effort carp fishing requires and we want anglers to be confident in the knowledge they are using bait that will repeatedly catch carp.”

Steve personally put a year’s effort into producing the new XLR8 bait for the Richworth range, using 35 batches before he was satisfied. Tested on 11 different waters, the bait produced fish from every one, with ‘thirties’ from seven of them and a mid ‘forty’. The bait was then handed to other Richworth consultants for input that was to improve it still further.

“Both here and abroad XLR8 is not only catching carp but the largest carp in record times,” added Steve.

“A friend of mine took it to France and had the best fishing week of his life. Another had a brace of 63.08lb and 68.12lb in a very short space of time.

“At Richworth we know very early on which baits are going to attain legendary status – and if it sells more than KG1 or Tutti Frutti then it must be good.

“Richworth has a lot of magnificent carp baits – Ultra-plex, Multi-plex, Tiger Nut and Salmon Supreme to mention just a few. There is something for every carp angler.”

Fellow consultant Cor de Man PhD has used Richworth baits to catch carp in Canada, the US, the Far East, South Africa and all over Europe. He was initially attracted to Richworth by the fact that it was started because of the passion of experienced carp anglers, and not from a business planning perspective.

“The love for and commitment to quality is what makes these baits stand out above other carp baits,” he says. “Despite its history, the company has not rested on its laurels and uses a team of dedicated carp experts to better understand the changing requirements that angling pressure and environmental change have put on carp baits.

“With complex baits like XLR8 and KG1, Richworth is already showing what the future of carp fishing will look like.”

“My friend took it to France and had the best fishing week of his life.” – Steve Renyard

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Richworth is currently seeking a wholesaler/ distributor in Poland, a rare opportunity for a proactive company to work with and reap the benefits of being Richworth’s sole agent in Poland. Carp fishing is one of the industry’s few real growth sectors, with profitable opportunities for the distributors of quality baits.

Richworth is enjoying expansion in European product sales as more and more anglers recognise that quality bait catches more fish, says the company. Interested parties should contact peterdavies.marketing@ntlworld.com

Richworth and WCC

After 28 years of producing some of the carp world’s most successful boilies, Richworth has announced its sponsorship and support of the World Carp Classic 2011 on France’s Lac de Madine in September.

Richworth’s Media Manager Pete Wilson explained: “The WCC is the world’s biggest and most successful carp fishing competition and our association with it is a natural progression for us. We already have major distribution throughout Europe, but this sponsorship will provide increased brand awareness at what is a global event.”

Richworth will provide video material for the WCC website, with something new on bait from the Richworth team each month, along with updates on the build-up to this year’s event on its new Facebook page.

Contact details

›

Right: Richworth’s new XLR8 has already proved a worthy addition to the company’s range of legendary baits headed by Tutti Frutti (top).

Distributor in Poland is the next target

Please see advert opposite for contact details for your country.

Web: www.richworthbaits.com

2011 BAIT

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

Starfish adds four new products to carp range

The Polish company has capitalised on the attracting power of peanuts to create baits irresistible to carp. Now it wants wholesalers across Europe.

STARFISH’S BEST SELLERS AND NEW ADDITIONS

New XXL 3kg Pack Starfish rates this as its flagship product and one that has proved to be successful for a number of seasons. The company says its has produced a much-improved version of the groundbait which is more fragrant than ever before. It is said to be a modern, high quality product at a very economical price.

Feeder Extasy A modern groundbait designed for all different types of feeders.

Premium Range Pellets A modern groundbait pellet that is based on meals, grains and attractants. It is a long-lasting, slow dissolving product that is best used in rivers and canals.

Premium Range Boilies A mixture of cereals, bakery and confectionary products that also contain food aromas and dyes as well as peanuts, albumin and cake.

Premium Range Booster An effective booster for grains, pellets, boilies and baits, it has a high quality aroma. Can be used for PVA bags.

Super Aroma Extremely aromatic groundbait mixtures that are best in hard-fished waters.

Groundbait Seed Specially prepared groundbait seed intended for carp. It can also be used on the hook.

Pr Premium Range Dips An unprecedented le level of aromatics that pe penetrate deep into th the hookbait make th this dip stand out, says Starfish.

S

tarfish Baits – the Polish producer of peanutbased carp baits – has launched four new products under its new Pitbull brand.

De Graaf Poland – the parent company of Starfish – is one of the largest processors of peanuts in Poland. Its products are supplied across the country’s food manufacturing industry and are included in chocolates, sweets and cookies.

The use of peanuts as a carp bait came almost by accident and stemmed from a discussion on how to make the factory safe against rodents.

De Graaf Poland and Starfish Baits Import-Export Manager Dominik Kaszubowski takes up the story: “The aroma of the roasted peanuts proved irresistible to rats and that set workers at the factory thinking.

“They came to the conclusion that if it worked so well on rats, then surely carp would relish the humble peanut and its tasty smell.

“The company decided to look at producing a

carp bait containing peanuts and enlisted the help of some of the best anglers in Europe to come up with top quality recipes.”

The result was the formation of Starfish Baits in 2004 and the company has not looked back since.

Kaszubowski said: “The products very quickly gained a foothold in the Polish market and within a short space of time – despite intense competition – it became one of the market leaders in Poland.

“After success in the domestic market the next step was to test our brands on the European market.”

Kaszubowski told Angling International that as part of its expansion plans Starfish Baits is looking for wholesalers across Europe.

Starfish Baits says it prides itself on buying only the best raw materials available, imported only from approved suppliers and manufactured to the highest standards. The company adds that its priority has always been the environment and customer satisfaction,

“Our products are not only dedicated to carp enthusiasts but also anglers who are regional specialists in catching other species. Their results verify the quality of our products.”

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Angling International March 2011

key reasons behind its focus on quality.

Kaszubowski said: “All our products are tested and checked for effectiveness and biodegradeability and this has been achieved through co-operation with many well known and respected anglers from Poland and abroad.

“Our products are not only dedicated to carp enthusiasts but also anglers who are regional specialists in catching other species. Their results verify the quality of our products.”

He added: “Starfish Baits will continue to develop and evolve baits to provide anglers with the premium quality baits for which we have become known and are a great source of pride to us.”

Contact Starfish...

Tel: +48 58536 1519 Email: info@starfish.com.pl; d.kaszubowski@degraaf.pl Websites: www.starfish.com.pl; www.degraaf.com.pl; www.pitbullbaits.pl

SAVAGE GEAR CAPTURES ‘UBER’ COOL NICHE MARKET See p49

ing Match winners have been hail . bait the of s ces suc the

LK BAITS FINDS THE WINNING FORMULA Above: The LK Baits liquid food product range, includes All Amino Nutric, Amino Halibut Pellets and Bacterie Septic.

The Czech bait experts have developed All Amino Nutric, a liquid food that is thrilling all carp anglers that try it. Now they want distributors in Europe.

T

he liquid food, All Amino Nutric, is known to anglers who use this LK Baits product as ‘Via Aqua’ because it brings the water to life. It is not just a useful carp bait – it also enjoys considerable success among match anglers.

All Amino Nutric is used as the main ingredient for any product that comes out of the LK Baits factory

mixes during the production of boilies. Before freezing it is necessary to infuse the mix with eggs and then spray it onto the boilies, the company explains. The All Amino Nutric will soak into the boilies during freezing and they can then be used in the same way as other ready-made boilies before fishing.

The liquid gnaws at the boilie surface and becomes very attractive to fish. The longer it is on the boilie the more successful it becomes in snaring the fish.

LK Baits claims that there is no better way to enliven your baits.

All Amino Nutric will not dissolve PVA bags, so it is a great product for anglers who use PVA pellet bags during fishing as it creates an attractive bomb for casting into the water.

Anglers who apply it onto their boilies will get a longer life out of their bait and don’t have to worry about it losing its power during extended fishing sessions, adds LK Baits.

Make contact

›

Big carp are unable to resist LK Baits’ specially produced products.

in the Czech Republic. The actual components are a closely-guarded secret, says the company, but it will reveal that that it is akin to fish and based on natural ingredients.

All Amino Nutric has been developed by LK Baits founder Lukas Krasa alongside Dr Stanislav Cervinka, one of the most respected specialists in the field of fish anatomy and diseases, and other experts in the lives of young fish. Aware of the natural instinct of fish to feed to stay alive, they have created a liquid based on a special mixture of amino acids and natural substances.

First tests have demonstrated that the product will prove to be a cornerstone for all products that will roll off the LK Baits production line.

LK Baits is adamant that thousands of anglers testify to the success of its All Amino Nutric Acid at the expense of other products on the market. They do not use other soaks (dips), boosters or even liquid food that are normally used to bolster the baits.

All Amino Nutric is used as an additive for base

“The liquid gnaws at the boilie surface and becomes very attractive to fish. The longer it stays on the better, says LK Baits.”

March 2011 Angling International

Tel: +42 191 531 7360 Email: info@lkbaits.cz Web: www.lkbaits.eu

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2011 BAIT

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

Marukyu launches new lure rangeworldwide

While firmly established as a major powder bait maker, Marukyu is keen to stress that the company is also a large manufacturer of both hard and soft lures.

John Loftus, Chairman of Marukyu (UK), outlines some interesting developments – including the launch of the Nories and Ecogear lure brands.

Marukyu is a renowned Japanese company. Can you tell us more about it?

Marukyu was 100 years old in 2010. As a company we have always strived to produce the best products in conjunction with them being environmentally safe.

John Loftus: outlines It is extremely important new expansion plans for that we do not harm those Marukyu worldwide. things on which the future of this industry relies – the water, land and fish.

I hesitate to bandy production figures, but suffice to say we are the leading producer in the world of powder type baits both in volume and quality and without question brand leaders in the Orient where until recently we concentrated our sales efforts.

Can you sum up Marukyu’s plans for expansion in Europe?

Marukyu UK was set up in 2009 and sales started in 2010. Following the launch, which now sees our products in just under 500 shops in the UK, we have been asked to expand our area of operation and to look after Europe and some other parts of the world.

We shall take the expansion step by step, working with our distributors to establish our top quality brands in each country. In order to achieve this I am fortunate that Marukyu Japan has agreed that Masa Miyazawa will join us as Commercial Director. His help will be invaluable to our small team in Europe.

In the medium term we hope to have distribution of all of our product ranges in each key country.

Which countries is Marukyu already in - and, in territorial terms, where will you be putting the growth emphasis in 2011/12?

We have a long established relationship with Pescanautic in France and with Akua in Italy, both of whom are selling a full range of our products. We also have the company, Camo Tackle, in Germany, S.C. Abrevis Srl, in Romania and NTC, in Bulgaria selling our lures. These are very important countries and we will be helping them in any way we can as

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Angling International March 2011

to bring all this exceptional product to the market at well as talking to companies from other countries acceptable prices. who have indicated their interest.

We are also fortunate in having an outstanding The landscape has changed significantly in the bait team of people worldwide who are constantly market in the past year. First Pure Fishing declared pushing boundaries. Ideas are the currency of its intention to take a ‘serious’ market share and then business and we never appear to be short of them Rapala entered the fray with its acquisition of from our employees, consultants and field testers.

Dynamite Baits. Now Old Ghost Baits plans to flood What are the key elements of Marukyu’s marketing bait into Europe. Does all this present a challenge to strategy?

Marukyu’s own strategy for growth in Europe?

We strive to have the right products available to the Having been in this industry for over 50 years I have market at the appropriate time. We do this through seen a great deal of change with people and compaa network of dealers and distributors working closely nies coming and going. Certainly we take seriously companies like Rapala and Pure Fishing who are both together and ensure that to the best of our ability we inform the angler of the availability of such established organisations with substantial pedigrees. exceptional quality.

I am sure that the acquisition of Dynamite by Rapala Does this include exhibiting at the main shows? will be significant for them both.

Yes, we – either on our own or in conjunction with However, I do not feel other changes that I know of our distributors – attend key shows. We have had will have any significant effect upon the quality end great success in explaining the science behind our of the market. Anglers will always buy the best that products at such events in both the UK and more they can afford and those products that will give recently in France and Italy. them an advantage – we have those products.

My colleague, Roy Marlow, and his team delight Have you established market share targets for 2011 in demonstrating the superior nature and ability of and beyond? our baits at these events.

I have my dreams and aspirations as well as a realistic Will Marukyu develop purpose-made baits for Europe ambition of what I think may be possible. However, or will the Japanese baits be transferable? what is important at this stage is to find the right We have already developed approximately 40 partners, work hard as a team and give the public products exclusively for the European market in what they want. After that market share will then powder baits and will continue that development surely come, but I think it will be a while before we for baits and lures. mirror the great success of our parent company in What is transferable is the Japanese technology Japan and its market shares in Asia. I don’t think it will which, like in so many other fields, is light years happen in my lifetime, but if I can help to establish a ahead. sound foundation I shall feel somewhat satisfied.

Is the plan to work through distributors or retailers or Why will Marukyu products have an edge over their both? competitors?

In the UK we sell direct to the retailer. In other Quality and fish catching ability in environmentally countries we either have already, or shall in the sound products. We are fortunate in having a sigfuture, appoint distributors who will supply a nificant R&D division manned by scientists with the network of dealers. finest laboratory equipment. With this we are able to scientifically evaluate fish behaviour and our products and new ingredients for their effectiveness.

And, because we are ... largely robotized in our Tel: +44 3003 03 1012 Email: sales@marukyu.co.uk production, we are able Websites: www.marukyu.co.uk

Contact Marukyu

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COMPANIES YOU NEED TO KNOW ABOUT...

No fear! Savage makes its boldest move yet In a bid to capture the hearts of Europe’s predator anglers, Savage Gear has pushed its brand values to the limit with a striking new clothing range.

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ber-cool gear for the über-cool angler – that’s the niche market that has been captured by Savage Gear.

This year the company is launching a whole new range of ‘savage-looking’ clothing, including hooded sweatshirts, a new life vest, sunglasses, balaclavas, gloves, jackets and salopettes. Savage says that the stylish black and orange combination gear has been designed without compromising functionality and durability.

The Skull balaclava is a completely new concept and has been made for the predator angler. It has a skull print on the front and many practical features.

Made from 100% Spandex fabric, it is designed to keep the whole head warm during freezing cold fishing expeditions.

The knitted beanie hat comes with a rim and owes a lot of its concept to the ice-skating and snowboarding culture. As well as offering warmth, it too has practicality at the forefront of its design.

It is made from soft knitted yarn to ensure a tight fit and the rim combines well with sunglasses as it provides shade and cover.

The Savage Suit is a two-piece that is designed to combat all weather situations. It consists of a tough-looking high performance jacket and a pair of durable salopettes.

It is made of breathable, non-shiny two-layer nylon shell fabric and has maximum resistance to wear and tear.

Waterproof and windproof, all the seams are tapered and – as a final touch – both the jacket and salopettes come with a comfortable inner mesh lining.

Other features include: an adjustable hem and waist; two large chest pockets; two fleece-lined hand-warmer pockets; one zipped inner pocket; a two-way adjustable hood design; a waterproof camera bag; and a D-ring at the back for a landing net.

The salopettes offer adjustable and detachable elastic suspenders with slim quick-release buckles, two hand pockets with strong zippers and Velcro adjustment at the bottom of the leg.

Savage Gear says that its new hooded sweatshirt has already become popular among followers of the brand. It is designed for fishing with its thick cotton/ poly blend plastic construction, soft fleece interior and half-kangaroo front pockets.

It can be used as either an outer jacket or inner layer and retains the cool image that has become the cornerstone of the Savage Gear brand.

Clothing that functions as well as it looks. From the top: the thick cotton/poly blend hooded sweatshirt; the Skull balaclava designed to keep the whole head warm; waterproof jacket and the adjustable salopettes.

Gear for all conditions: branded sunglasses (left) and beanie hat.

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Want to talk to S Savage G Gear?

Here’s how to find them...

Tel: +45 461 91913 Email: info@svendsen-sport.com Websites: www.savage-gear.com March 2011 Angling International

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SPECIAL FE ATURE

COMPANIES YOU NEED TO KNOW ABOUT...

Hart: Our passion for innovation is unstoppable!

The Hart team prides itself on its unique approach to product design. Here it explains the ‘philosophy of reinvention’ that has inspired its latest creations.

I

t started with a dream… a dream to be different. Different enough to revolutionise and reinvent. The team at Hart encompasses a group of idealistic fishing professionals and enthusiasts whose ambition is to make the dreams of even the most demanding fisherman come true. And thanks to the eagerness, hopes and expectations of those committed, like-minded nonconformist individuals – the dream is a reality.

It started with an idea to obtain artificial baits that were unique, effective and high quality. The project was founded on two simple premises: ● Why wait for others to do it if you can do it yourself? ● Why do it like everyone else if you can do better?

A group of international experts specialising in a number of sectors are all currently part of the Hart Team – top names in sportfishing, hunting, industrial design and fashion.

Each time the question ‘Why don’t we…?’ is asked, and the wheels start turning.

Specialists in the different fishing disciplines outline the initial ideas and proposals based on water resistance, buoyancy, swimming action, weight and other factors, and then pass this information onto the industrial design and development team.

The Hart engineers always incorporate all the latest advances in technology that they can in order to attain products of the utmost quality.

Hart manufactures exclusive moulds for its fishing baits – moulds that are updated practically every year based on the company’s research, development and innovation philosophy.

During the process the Hart team is in constant contact so that any prototype modifications or improvements can be easily introduced and finallyy

a check can be made to ensure that the end result meets the highest expectations. For those in the Hart team their job is their hobby and a way of life.

The Hart products are created ‘by and for fishermen’; anglers obsessed with designing, developing and innovating new products and taking them to a marketplace that is very mature and traditional.

The Hart ideal is to revolutionise and reinvent already established models by every means possible and to discover new ways of doing things so that fishermen and hunters alike can get maximum

“With every collection, we feel like proud parents.”

Hartwig Goeller, Hart Product Development

enjoyment from their hobby. Each year and each new season is seen as a challenge and every effort is put into research, design and innovation to produce even better fishing rods, deadlier baits and more comfortable clothes.

Today the Hart phenomenon is unstoppable.

Thanks to experience accumulated over the years and the desire to constantly improve, the HART collection bears its own distinctive mark, closely related to attributes of design, modernity and innovation – collections that are internationally recognised.

Not bad for something started with a dream…

The Hart team testing te their new baits and, inset above ab , those baits close up.

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Want to o talk to Hart?

Here’s how to find them...

Tel: +34 943 820033 Email: blopez@evia.es Websites: www.evia.es

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Angling International March 2011

SPECIAL FE ATURE

zCOMPANIES YOU NEED TO KNOW ABOUT...

Momoi targets Europe with its top quality lines

Distributors are being sought who can match the company’s ‘Samurai Spirit’. Is that you?

M

omoi Fishing Manufacturing Company is rightly proud of a long history stretching back to 1905, when it first started producing quality fishing lines in the small Japanese city of Ako. During more than a century of trading it has built up a unique trust among big game and saltwater anglers which, it says, sets it apart from the competition.

Momoi is famed for its ‘Samurai Spirit’ where values and integrity are instilled into all it does. It maintains an ‘endless pursuit of quality’, with a pride in traditional Japanese craftsmanship, to produce line that never betrays the expectations of serious anglers.

Momoi explains that in the same way that people sense the changes in temperature, so does fishing line. The proof can be seen in how two fishing lines made in the same way on the same machine react differently to temperature and humidity.

Because of this, Momoi thinks of monofilament as a ‘living creature’ and, accordingly, manages quality and production with the utmost care.

Momoi’s trading department has been located in the historic port of Kobe for more than half a century and from there its products go to locations across the world. It exports to more than 30 countries, but is looking to expand further into Europe and is targeting the Netherlands, Germany and France.

And it will be spearheading that bid from booth J-07 at EFTTEX 2011 in Amsterdam in June.

Momoi Chief Manager Ken Harada also confirmed that the company is intent on entering the emerging Asian and African markets where demand for high quality products are predicted to grow in the future.

He said that the company would be looking for distributors in these areas, but stressed that Momoi’s expectations of any new business partners will be high.

“What we demand of them most will be to deliver Momoi’s spirit and to keep the faith we have built up among our anglers, rather than just to distribute our line.”

Momoi is one of the oldest manufacturers of monofilament line, but in recent years it has responded to the increasing demand for fluorocarbon and PE braided lines.

Harada been Hara Ha rada ra da ccontinued: ontinued: “Demand fo on for PE line has be increasing requirement incr in crea easi ea sing si ng as hass th the re requirem emen entt of aan n in increasing ng number anglers numb nu mber of angl mb glers for a higher er quality product at looking the right price. The th he market is always look something case it for somethin ing new, but in this cas must be something some mething new but al also of high quality.”

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Harada says what sets Momoi apart from its competitors is its history stretching back over 100 years coupled with its strong affinity with anglers, which helps it stay ahead in product development.

Now, in response to recent market demands, Momoi is releasing two new lines in its JigLine range.

The new PE line JigLine MX8 has been evolved from the JigLine Takumi. It is ultra-strong and has high abrasion resistance with eight braided fibres.

The other newcomer to the Momoi line-up is the JigLine Multi Colour, which is also based on the JigLine Takumi and makes it easier for the angler to maintain a consistent casting range once he has located the fish. In addition, a new nylon monofilament and further fluorocarbon products are planned.

Harada says that the Hi-Catch series is currently Momoi’s most successful brand worldwide. He added: “It is produced under strict quality control and is very popular among big game and saltwater anglers. Additionally, our PE line, the JigLine Takumi, was selected as the best braided line in the New Product section at EFTTEX 2008 and has now grown into one of our most popular products – particularly in Europe.”

Japanese technology is renowned throughout the world and Momoi is proud of that heritage. Harada added: “We should be proud of the advantage the words ‘Made in Japan’ give manufacturers.

“However, that does not concern us totally. We believe that ‘Made in Japan’ should not be used as a brand image alone.

“We take great pride in ‘Momoi’s real Japanese quality’, which is born from our Japanese soul and Samurai Spirit. This perfectly reflects Momoi’s own soul and spirit and is at the heart of the company’s philosophy and the quality of its products.

“As a result Momoi’s products have gained the absolute confidence of our customers.”

Momoi, with its first 100 years and more under its belt, is now looking towards the next century where it believes the company’s ‘soul and spirit’ will stand it in good stead.

Want to know more about Momoi?

Here’s how to find them...

Tel: +81 78 391 5448 Web: www.momoifishing.jp Email: fishingline@momoi.co.jp March 2011 Angling International

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SPECIAL FE ATURE

COMPANIES YOU NEED TO KNOW ABOUT...

GARBOLINO LOOKS BEYOND POLES FOR EXPANSION Angling International talks to General Manager Franck Courtillet who explains that the company’s strength actually lies in its diversity. “We sell more predator, trout and carp rods than poles,” he says.

Angling International: Despite its strong presence in other sectors, Garbolino is still perceived by some to be a pole brand. Is this an obstacle to growth?

Franck Courtillet: It is true that Garbolino is perceived as a pole brand in some export markets. However, from the beginning its core business in its domestic

market, France, has not just been in poles, but also in predator, trout and carp – and more recently in sea fishing. In reality, we sell much more predator, trout, sea and carp rods than we do poles. But as poles are image products with high value, and because we have supported the French and Belgian teams and others for decades, yes we are perceived as a pole brand.

But our diversity is an asset for growth because sales in other segments are buoyant.

So what will be the main focus over the next few years?

Our latest product catalogue gives a clear picture of our positioning. We want to continue to build our leadership in rods and poles, develop our export business and add high-end targeted lines of accessories in all sectors. We have begun to do this in some areas like match fishing and predator luggage and will continue to do so in the coming years. We have a will to bring to market innovative items with unique features designed and tested by experienced anglers, and not just Garbolino-branded ‘me too’ products.

What will be the fastest-growing part of your business?

It should be the lure/spinning segment, along with the feeder and match rod area. The latter is already a big business for Garbolino in the UK and also in central and eastern Europe. Elsewhere match fishing should continue to pick up in the coming years.

Why did Garbolino decide to launch into a partnership with Hearty Rise? Who are you targeting with the brand and how is it working so far?

Hearty Rise is a niche brand, with a very high-end

Left and right: The Hearty Rise products giving Garbolino fresh impetus.

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Angling International March 2011

WHICH OTHER FRENCH COMPANY HAS BIG PLANS FOR 2011? See p58

Below (from top): the Hearty Rise Sealite rod; Garbolino’s new Draken Komando lure rod; and the new Extreme trout rods.

Right: The G Max bolo rod; Maxim pole; and Maxim match rods.

THE GARBOLINO STORY positioning. It targets passionate and avid sea bass and freshwater fishermen across Europe. A brand like Garbolino cannot be all things to all men, it has a history and a territory. Hearty Rise allows us to explore new avenues and it appeals to different, targeted customers.

Where are you marketing Hearty Rise currently and what other countries will you target with this brand?

Hearty Rise is sold mainly into France, on the Atlantic and Mediterranean coasts, and is making a breakthrough into freshwater fishing. We have sold Hearty Rise products abroad on a limited scale so far, but are planning to expand. We welcome enquiries from distributors from any countries.

What countries are the priority for your own brand?

Garbolino already has a presence in some central and eastern European countries, and is looking for distributors in Poland, Russia, Hungary, Serbia, Croatia, the Baltic Republics and Scandinavia. Italy is also a target. The brand name speaks for itself there, although our previous distribution attempts have not been successful. In Germany, we sell direct into shops and employ sales agents there, but Germany is a big country and some areas are still open.

Can you highlight some of the new products you have in store for 2011?

Our flagship products for 2011 are the Draken Komando lure rods, Extreme trout rods, G Max match, feeder and bolo rods and Maxim poles, match and feeder rods. Hearty Rise has launched a wonderful new range of rods, the Sealite series, and has developed an exclusive range of EVA-made tackle boxes.

The story of one of Europe’s most famous fishing tackle brands began in 1945, when Henri Garbolino launched the company amid fierce competition from more than 40 different businesses across France.

As the war came to an end the business rapidly gained momentum as part of a thriving French fishing tackle industry that was among the most active and prosperous in Europe.

Garbolino was positioned from the beginning as an innovative, high-end brand, and this has contributed heavily not just to its survival during the tough times experienced by the industry in the last 65 years, but to its continued perception as a major manufacturer and brand.

The Seventies brought two key milestones. First, in 1975, Henri Garbolino sold his business to VMC Pêche, the world-famous hook manufacturer. And when, just two years later, carbon fibre began to revolutionise the rod and poles markets, Garbolino was at the forefront of the new technology.

Its enduring reputation for high quality poles had just begun and Garbolino products were to be seen dominating fishing competitions right across Europe.

However, the Eighties signalled the arrival of low-cost Far East fishing products into much of Europe, creating serious problems for many manufacturers.

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Garbolino was no exception, but despite having to downsize its factory, the company continued to produce rods and poles that were much admired by anglers.

Fast forward to 1988, which was another landmark year in the company’s history, as it was acquired by Paul-Henri Viellard, a former member of VMC’s holding company.

The revolutionary Viper Process manufacturing technology, using pre-preg tow instead of cloth, quickly followed, providing Garbolino with a vital competitive edge against imports.

In 1999, a new factory in Slovakia was opened and immediately began to produce the famous Garbolino poles – followed two years later by the installation of a purpose-built pre-preg machine that further strengthened the company’s position in the poles sector.

In the past decade, Garbolino has steadfastly maintained a policy of constantly ugrading its manufacturing capability while resisting the transfer of production to China, a strategy that continues to serve it well to this day.

While continuing to improve its knowledge and image in highend poles and rods, the company has continued to strengthen its position in its other core markets of game, predator and carp, as well as becoming the distributor of Taiwanese brand, Hearty Rise.

Want to talk to Garbolino?

Here’s how to find them...

Tel: +33 2 47 65 41 61 Email: franck.courtillet@garbolino.fr Web: www.garbolino.fr March 2011 Angling International

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SPECIAL FE ATURE

zCOMPANIES YOU NEED TO KNOW ABOUT...

New alliance set to launch saltwater rod range

New relationship will work for all the parties and generate greater interest in all our products across Europe, says Angler Pro owner Daniel Paluch.

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three-way alliance between Swedish manufacturers’ representative, Angler Pro, fellow Swedish company, CWC, and US guide manufacturer, American Daniel Paluch: excited by Tackle, will see the launch the launch of a new range of a new range of saltwater of saltwater rods. rods this summer.

Angler Pro owner, Daniel Paluch, has been commissioned by CWC – best known for its Strike Pro lures – to design the new range of high-end rods for its Big Fish Tackle Range.

American Tackle, whose European office is managed by Paluch, will be providing the components, including ProWrap rod threads and its Typhoon and Virtus rod guides.

“It really is a great fit between the three companies and we

are all excited by the potential for new business,” said Paluch.

“Not only is this three-way enterprise developing a new product range, we will also be sharing the same booth at EFTTEX when the rods are launched,” he said. “It’s a relationship that works for all parties and will generate greater interest in all of our products across Europe.”

Paluch, who began designing rods in his native California in 1984, explained that the new series will fishermen and will complement Big target big game fish Fish Tackle’s existing saltwater range. He is awaiting sample blanks before starting work on delivery of the samp the ‘well built, good action’ pro series that will feature jigging and popper rods. trolling, speed jiggin incorporate American Tackle’s 316 The rods will inco non-corrosive titanium Typhoon stainless steel and no guides for medium to heavy gu spinning applications. The more durable Virtus guides will be used on the heavier duty boat fishing models.

American Tackle says its trade-marked Ring Lock system virtually eliminates ring loss, while the quad leg design increases stability. “In addition,

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Typhoon (above)and Virtus (left) guides and ProWrap thread wrap (far left) will be used on CWC’s new Big Fish Tackle saltwater rod series.

“It really is a great fit between the three companies and we are all excited by the potential for new business.” – Daniel Paluch the Nanolite ring linings are much stronger but lighter than SIC and just as smooth at half the price,” said American Tackle President, Joe Meehan.

The Massachusetts company will also provide ProWrap, the new trade-marked rod wrap thread it has developed to fill the void left by the demise of Gudebrod last year. ProWrap is a high-strength, low diameter thread available in 139 colour options in both nylon and Color Fast, a preservative treatment than ensures colour consistency.

The new rods are just part of Angler Pro’s current development. The company is also planning to launch its own line brand later this year while also building a global OEM service.

Want to talk to Angler Pro? Here’s how to find them...

Tel: +46 26 12 8516 Email: info@anglerpro.eu

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Angling International March 2011

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COMPANIES YOU NEED TO KNOW ABOUT...

Fun Fishing ready to conquer Europe

The French bait market may be its core, but Franck Martin has higher ambitions for his growing business.

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pioneering spirit has helped Franck Martin build up a business that boasts over 60 registered brands that are delivered across Europe.

A complete range of carp fishing products and baits Franck Martin: quality has underpinned the growth is an obsession for his company. of the company, which is now developing a comprehensive match fishing portfolio.

Fun Fishing, based in the west of France, was set up by keen carp angler Franck Martin in 1994.

Using his own baits since 1985, his skill on French waters was such that he became well known to English anglers who often visited him as they searched for the best fisheries in France to fish.

At the time he was one of the few anglers who fished his country’s waters with boilies.

Franck Martin remembers: “I learnt many things myself, but also from UK carp anglers. In the early 1990s not many anglers were using ready-made baits in France – most were making their own.

I realised then that there was a marketplace for my baits.”

On test in France: the new Fun Fishing Black Storm rod.

58

Initially supplying home and Belgian markets, Fun Fishing has grown considerably over the last 11 years and now has the capacity to produce up to 7,000kg of baits a day (boiles and pellets) from its ultra-modern production facility in France.

“We are mostly focused on high-tech products with very good packaging. The standard of our bait is top quality,” said Franck Martin.

“We also have an R&D office dedicated to developing high quality tackle and baits for carp and match anglers.

“Over the last two years we have accelerated our development programme to include the FBI (Futuristic Bite Indicator) – a revolutionary product that uses a magnetic system. It is also a European patented product.

“In our new carp fishing catalogue we have a range of rods, luggage, terminal tackle, monofilament and a strong line-up of boilies, pellets, boosters, pop-ups and method mixes.”

The company has also produced a match catalogue which includes teflon hooks and feeders, as well as a range of baits dedicated to this technique – calibrated and ultra-sinking soft pellets to use as feeding pellets, soft hook pellets that hold perfectly on the hooks, amino boosters and many more.

Franck Martin said that quality is an obsession for his company. He added: “Since the beginning we have focused only on high quality goods. Anyonee can produce a low quality item, but not everyone ne can develop top quality.

“We also place great emphasis on service and delivery. For general tackle we have up to a year’s supply in stock. For baits it is different. Because of our production capacity, we have stock for up to two months.”

France and Belgium still represent Fun Fishing’s ’s core markets, but it also exports to Italy, Spain, Austria, Slovakia, the Czech Republic, Ukraine, Russia and Greece.

And it is now looking for distributors in Poland, nd, Holland, Germany, Romania, Hungary, Croatia, Serbia, Slovenia, Bulgaria and Bosnia.

Franck Martin said: “Our priority now is to reinforce all our brands in other countries and to continue our R&D work.”

Angling International March 2011

FRANCK MARTIN’S GUIDE TO BAITS

Says Franck Martin: “The three new bait ranges are 100% natural with no preservatives, flavours or dyeing colours. Their highly stimulated and digestible formulas allow them to be used either for instant or long-term fishing.

“The AK 47 range is based on more than 47% concentration of krill, squid and seafood extracts and is deadly when used in pursuit of big carp. Salmon & Tuna is, of course, based on salmon and tuna meals powered with soluble extract and winterised fish oils.Finally, Origin’s is formulated from Red Liver, LT fish meals and an exclusive blend of freshly crushed spices. Origin’s has a perfect balance of amino and fatty acids that are proved to be attractive to carp.

“These three new ranges will soon become one of the most efficient baits on the European market.”

The AK 47, Salmon & Tuna and Origin’s ranges are available as boilies in 12mm, 15mm and 20mm sizes; hook baits enhanced with attractors; and method mix, sticky mix, pop-ups and booster versions.

EXELIUM MONOFILAMENT

“Fun Fishing also offers Exelium line – a quadrilayer hi-tech monofilament that is one of the most advanced lines around for carp fishing.

Coated in both silicon and Teflon, its smooth surface allows for long distance casting.”

WHY GRUPPO DP’S OEM BUSINESS IS EXPANDING See p60

O FUN FISHING’S GROWING PORTFOLIO OF PRODUCTS LUGGAGE RANGE

“‘High quality, reliable and aesthetically pleasing’ – that is how we at Fun Fishing describe our Carryall luggage range; a range which took a year to develop.

“The best waterproof fabrics (up to 1600 deniers), high density foam and reinforced sewing make the Carryall strong and durable.

It also has a reliable and waterproof zipper and the bottom is reinforced with heavyduty fabrics.

“They are available in three sizes – Mini Carryall, Medium Carryall and the XL Carryall. The Fun Fishing Carp Tackle Box fits perfectly inside the Medium & XL versions.

“The whole luggage range covers 22 products including bedchairs, unhooking mats, carryalls and small bags. All are manufactured to high quality standards.”

“The line slips perfectly between the balls and allows adequate release as you strike.”

Key features of the FBI include: ● Solidity (French-made) ● Futuristic appearance ● 100% reliable line release system ● Attractive price ● Interchangeable weight (original 50g can be replaced by 80g) ● Simple fitting and removal ● Two versions are available – Classic and Illuminated ● Individual or box of four pcs

RODS

“At Fun Fishing we are proud of our rod range and say it is an alliance of technology, performance, power and extreme thinness.”

See opposite for details on the three new rods from Fun Fishing. ● Carp Shadow Blank: High Modulus carbon 24 and 30 tons. Reel seat: Classic Fuji reel seat. Sizes: 10’ 2.75lb; 12’ 3lb; 13’ 3.5lb. ● Black Storm Blank: High Modulus carbon 30 and 40 tons/woven carbon finish.

Reel seat: Woven carbon Fuji real seat. Sizes: 12’ 3lb; 12’ 6” 3.25lb; 13’ 3.5lb. ● Fire Storm Blank: High Modulus carbon 40 and 46 tons, boron and titanium filaments.

Reel seat: woven carbon Fuji real seat. Sizes: 12’ 3lb; 12’6” 3.25lb; 13’ 3.5lb.

FUTURISTIC BITE INDICATOR

“The FBI (Futuristic Bite Indicator) is fully patented and renowned for its reliability.

Its futuristic design hides an exclusive line release system which constitutes two magnetic spheres that are protected with nickel to avoid corrosion.

From left: AK47 range; Mini Carryall; the FBI; Exelium Monofilament; and the Carp Shadow, Black Storm and Fire Storm rods.

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Want to contact Fun Fishing?

Here’s how to find them...

Email: contact@funfishing.fr Web: www.funfishing.fr March 2011 Angling International

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SPECIAL FE ATURE

zCOMPANIES YOU NEED TO KNOW ABOUT...

Twin factories drive OEM growth for Gruppo DP

Italian line manufacturer, Gruppo DP, is experiencing big growth in its OEM business. Sales Director, Nicola Dagnino, explains that having factories in both Europe and Asia is one of the key reasons.

What are the key trends for Gruppo DP’s OEM business currently?

We have seen a growing interest in fluorocarbon lines for several applications and interestingly also for coloured fluorocarbon, including Nicola Dagnino: “We camouflage multicolour. can offer the whole We can increase the invisibility package in one.” of fluorocarbon – like in the case of pink fluorocarbon and camouflage multicolour – and even give some visibility to control the line for special jobs. An example of that is fluorescent yellow for ice fishing.

We have also seen strong interest in quality packaging material and can supply a large range of options – from full-coloured embossed tin boxes, metal labels, special texture paper labels and the Hekomaki parallel winding which presents the line very well indeed.

Has your OEM business been increasing?

Yes, we have experienced a big increase for several reasons. The most important is that we can offer a complete range of materials – nylon, fluorocarbon and Pe braids – at all price levels.

We can also offer the double advantage that a European or Asian supplier can give, but from one company instead of two.

Gruppo DP ships most of its orders from our Asian facilities, but we can also produce and deliver any urgent orders from our base in Italy.

Are you growing volume with existing customers or finding new business?

Existing businesses are not increasing volumes noticeably, but we are definitely more active in new markets.

You have said in the past that you want to target the US market with your OEM products. How do you plan to win that business?

The American market is very different from any other, but we now have the right products in both the fresh and saltwater sectors. What is paramount is that we are also able to give our US customers the reliability and service they need.

How is production split between private spooled brands and line sold in bulk?

Both are very important to us and as a result we co-operate closely with the spooling companies, particularly in Europe and Asia. In the areas where there are fewer spooling companies we are more active in spooled brands.

How does your stock capacity compare with your competitors?

Our inventory is one of keys to the service we can give our customers. We carry over 150 tons of materials in stock so that our clients do not have to wait the usual 30 or 60 days for extrusion of the line.

This way we can also lessen our minimum order quantity since the line is already available. We carry over 45 colours ready for spooling.

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Has there been an increase in demand for minimum orders as a result of the current economic climate?

Yes, customers prefer to make smaller orders more frequently and this runs perfectly with our strategy of carrying line ready for spooling.

How important is the design and packaging service you offer – is demand for it increasing?

Having an in-house design and packaging facility is a very important extra service we offer our OEM customers. It means they only have to liaise with our designers to come up with their own creations.

Basically, we can offer a complete service from brand development, to choice of specific lines, spools and packaging – the whole package in one.

SEVEN REASONS TO WORK WITH GRUPPO DP ● The double advantage of both Europe and Asia from one supplier; ● Sales staff who can speak several languages; ● Over 150 tons of nylon, fluorocarbon and braided line ready to be dispatched; ● Very low minimum order quantity (MOQ); ● In-house production of spools and several packing materials; ● High-end packing materials; ● In-house designer for design, packing and advertisement service.

GRUPPO DP

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Email: +39 010 369846 Email: export@gruppodp.com Web: www.gruppodp.com

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Angling International March 2011

www.saenger-tts.de

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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

products you need to know about From top to bottom: the new Calera, Tormenta and Citrix baitcasting reels. All offer ‘excellent durability,’ says Okuma.

1 Okuma’s next top baitcasters Okuma has a long history of making great spinning reels, but it also produces functional and durable baitcasting reels. The latest additions to its baitcasting arsenal are the lightweight Citrix, Calera and Tormenta models. The new trio are designed for casting lures for big perch, zander and especially pike. Each graphite ‘low profile’ body incorporates weight-reducing graphite side plates, one-way roller bearings and an external adjustable, magnetic centrifugal cast control system. But the makers are most proud of the drop-down gear box feature, explaining that it ensures perfect retrieve balance due to the low profile reel-mounting. The Citrix has 7+1 stainless steel ball bearings, the Calera 4+1 and the Tormenta 2+1. The Citrix retails at around 145, the Calera 95 and the Tormenta 60.

What the makers say: “These three reels feature a whole series of intricate design elements that ensure great performance, superb drag strengths and excellent durability.”

Business contacts Tel: +45 46 191 913 Email: info@svendsen-sport.com Website: www.okumafishing.com March 2011 Angling International

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products you need to know about

Award-winning ‘revolutionary’ crankbait from Sébile

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Sébile’s Deep and Snagless Crank was named Best New Hard Lure at EFTTEX 2010.

Available in two sizes – 55mm and 70mm – it boasts a revolutionary hook system that allows it to avoid unwanted snags and a tail that acts as a lid on the top of the mouth to keep the fish hooked. It is made of heavy-duty reinforced plastic.

What the maker says: “The D&S Crank is revolutionary in its ability to catch more fish and snag less in heavy cover where anglers dare not risk using any other lures.

It is a deep diving lure super for casting or trolling in both fresh and saltwater.”

Business contacts Tel: +1 325 437 8103 Email: marketing@sebile.com Website: www.sebile.com

A welding system to replace knots

3 More from UK plastic experts Established blow and injection moulded plastic packaging company, Measom Freer, used a major UK trade exhibition last month to showcase additions to a number of its current ranges. Two new 30ml bottle shapes have expanded the Amenity range, while it has added to the popular Metric line-up with a 350ml bottle. A new 75ml oval bottle joins the Griffin range and brand new 125ml and 150ml bottles have been introduced to the Fosse series.

What the maker says: “These great value packaging products can enhance your brand image and shelf presence.”

Business contacts Tel: +44 116 2881 588 Email: sales@measomfreer.co.uk Website: www.measomfreer.co.uk

Angling International March 2011

Business contacts Tel: +39 0583 709036 Email: p-line@p-line-europe.com Website: www.p-line-europe.com

4 Ultimate eight-braided PE line from Japanese makers Momoi

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As a producer of monofilament line, P-Line Europe says it is all too aware of the problems caused by knots. That is why the Italian company – with the help of a P-Line pro staffer – embarked on a mission to find a way of joining line without knots. Stop Glue is not like other glues, it says. It is a welding system composed of components that create microfusions within the material.

What the makers say: “With Stop Glue it is possible to remove all knots – the weakest point of fishing lines. Tests show that removing all knots and using Stop Glue original products increases the strength of a line by over 20%.’”

The JigLine MX8 is the ultimate eight-braided PE line, says its manufacturer Momoi from Japan. Composed of eight braided HPPE fibres, it has evolved from Momoi’s highly successful JigLine Takumi. The company explains that its unique ‘silent mode design’ improves the strength and abrasive resistance of the line which minimises friction as the line travels through the guides into the water. Its features include: special coating; low friction; ultra-high abrasive resistance; strong fibre; great sensitivity; no stretch; and all-round Japanese quality.

What the makers say: “Not limited to jigging, the JigLine MX8 can be adapted to many other fishing disciplines. Momoi’s ‘Japanese Samurai Spirit’ has created an outstanding line which is reliable and gives confidence to anglers.”

Business contacts Tel: +81 78391 5448 Email: fishingline@momoi.co.jp Website: www.momoifishing.jp

A reel with an exceptional spool Fishmaker, a new series of specially designed reels from Dragon, is a development and refinement of the Polish company’s so-called V-concept.

It is characterised by an exceptionally large spool diameter, so while the depth of the spool is small, it still offers normal line capacity.

What the makers say: “The main advantage of the spool design is a significant improvement of up to 30% in casting distance and perfect line lay. It also enables the use of much bigger drag washers, which in front drag models have increased by more than 100%, and which definitely improve braking precision. The large spool also contributes to improved performance by reducing the gear ratio.”

Business contacts Tel: +48 52 32 68016 Email: export@firmadragon.pl Website: www.firmadragon.pl

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6 A lure with a ‘smoke trail’ The Turbo Hammer, new from Florida-based saltwater lure brand Boone Bait, produces a visible ‘smoke trail’ designed to induce striking fish to nail the bait. The Turbo Hammer can be fished plain or with cigar minnows, ballyhoo or strip bait and is available in six colours. The five and half inch bait is rigged with 130lb mono and a size 6/0 Mustad hook.

What the makers say: “Like all our baits, the Turbo Hammer is competitively priced and we can ship large or small orders quickly.”

Business contacts Tel: +1 407 975 8775 Email: boonebait@earthlink.net Website: www.boonebait.com

New colours from Powerline

French company Powerline continues to complement its range of lines with innovative new products. Further development of Power Shot braid sees the replacement of the old navy blue and gold colours by turquoise blue and yellow versions, plus the launch of a new white braid in very small diameters as low as 6lb and 8lb and going up to 30lb. The turquoise blue and gold braids are available in breaking strengths from 7lb to 30lb.

What the makers say: “Power Shot is a perfectly round braid that has very high visibility. It is also extremely smooth, has no memory and is noiseless.

As with all Powerline products, these new lines offer high performance, reliability and value for money.”

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

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More affordable waders from Aquaz

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Aquaz has introduced two new waders onto the market – new neoprene boot-foot, the NF 202F, and a breathable stocking-foot wader, the BR-J-205S. The NF-202F is made of 4mm neoprene rubber and has vulcanised rubber boots which are 100% waterproof. It also has hand-warmer pockets and zipper entry on the chest. The BR-J-205S is made up of three layers of Japanese-produced Aqualex Pro fibre. It also features water-repellent, zippered chest pockets, 1000D Cordura reinforced kneepads, adjustable shoulder suspender and front entry chest zipper.

What the makers say: “Both are made of high quality materials and are very affordable.”

Business contacts Tel: +82 51 621 6001 Email: aquaz@aquaz.co.kr Website: www.aquazfishing.com

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products you need to know about

Proven fish catchers that mix the e best of caviar and fruit flavours During testing, LK Baits admits that it could not decide which was the better attractant – caviar or fruits? Caviar performed well in warmer water with a slow take-off, while fruits produced excellent immediate results in colder conditions. The answer was simple: Top ReStart – Caviar & Fruits, a cocktail of both. LK adds that it is one of the best base mixes it has ever put into production.

What the maker says: “These boilies completely change their smell in the water by releasing different attractants to the bait area. One moment you are fishing with fruits and then soon afterwards its caviar!”

Business contacts Tel: +42 191 531 7360 Email: info@lkbaits.cz Website: www.lkbaits.cz

Companies that want your business

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

(a) 1cm x1 column for €288 or £250 or $400; (b) 2cm x1 column for €438 or £380 or $608; (c) 4cm x1 column for €807 or £700 or $1121

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Angling International March 2011