Angling International Magazine - December 2009 - 23 by Brave Creative

THE RISE OF How it’s changing the face FRANCHISE of the European trade p10 December 2009 Issue 23

No . E EX FT1 FO H R T O T E D I E B X MAIL 54 I T ,9 SES 10 O S E N I RS S BU IDESTT OUR W YE REACH

Essential reading for buyers in the tackle trade Now online at angling-international.com

INNOVATION...

POLYVILON FC HYBRID ® E

ST N E W

WINNER LIN E

APPROVED ISO 2062 -12098

MUST-HAVE LINES FOR 2010... ®

HYPERFLUOROCARBON 4Core UNIQUE CO-EXTRUDED 4 STRUCTURE. ALL ATTRIBUTES IN ONE COMBINATION 100%PVDF. TOURNAMENT GRADE. • • • • • •

UNMATCHED ABRASION RESISTANCE ULTIMATE KNOT STRENGTH AND SHOCK STRENGTH SUPER SENSITIVE • ULTRA FAST SINKING UNMATCHED DURABILITY AND EASY CASTING LOW MEMORY AND TWIST FREE • CAST MUCH LONGER VIRTUALLY INVISIBLE • 100% WATERPROOF AND UV PROOF

• ALL BENEFITS IN ONE COMBINATION • ULTRA LONG CASTING • AMAZING KNOT STRENGTH • ULTIMATE ABRASION RESISTANCE • ULTRA SOFT • UNMATCHED DURABILITY • MEMORY FREE • TWIST FREE AND TROUBLE FREE • UV AND SALTWATER RESISTANT • ULTRA SILKY • 100% WATERPROOF • NEAR INVISIBLE UNDERWATER • DIN ISO 2062 CERTIFIED ®

HYBRIDBRAID FC8x

• • • •

FLUOROCARBON HYBRIDBRAID 8 STRANDS ULTIMATE POWER • MUCH THINNER, MUCH STRONGER PERFECTLY ROUND, ULTRA SOFT • ULTIMATE ABRASION RESISTANCE SALTWATER & WEATHER RESISTANT • 100% WATERPROOF ®

FC HYBRID ABR AS-FREE X25

• TOURNAMENT GRADE • TRIPLE STRUCTURE 3S-TECH • THE MOST EXTREME ABRASION-RESISTANT LINE AVAILABLE • 25X MORE ABRASION RESISTANT • SUPER TOUGH, SUPER SOFT, ULTRA SENSITIVE • DESIGNED FOR ROCK FISHING, SURFCASTING, BIG GAME, DEEP SEA FISHING, TROLLING, JIGGING

Email: contact@parallelium.com Fax: +33 4 78 44 86 37

Web: www.parallelium.com

ARTICLE 47 Fear of sea ﬁshing LATEST NEWS quotas disappears p43 December 2009 Issue 23

No . E EX FT1 FO H R T O E T I D B X MAILE 54 I T 9 O 10SI,NESSES RS BU IDESTT OUR W YE REACH

Essential reading for buyers in the tackle trade Now online at angling-international.com

EUROPEAN BUSINESS Dragon unveils V-Lures range

11 Polish classics tested to perfection p24

THE RACE TO SELL TO CHINA Chinese factories prepare for western competition as domestic market begins to open up p32

Normic sets its sight on Africa

Italian big game rod maker also eyes Middle East p10

Rapala puts its faith in Suﬁx

The technology that is proving the difference p18

‘Why I bought Partridge’

Read our exclusive interview with Fishing Matters owner Mark Hamnett p36

The rise and rise of US ﬁshing licence sales

“We haven’t seen anything like this since the 1970s” Report p38 Powerline enters new sector Why the line experts launched Jig Power p15

DECEMBER 2009

Welcome, Bienvenue, Bienvenida Willkommen, Benvenuto...

For someone who has been in and around fishing for as long as I have, there is a certain sentimentality about two stories we have been able to break in recent weeks, namely the acquisition of Partridge by Fishing Matters and the return of Silstar to the UK. These are both brands I grew up with, so it was with some pleasure that I was able to be first with the news. In this issue we have a fascinating – and exclusive – follow-up with Fishing Matters owner Mark Hamnett who talks to Angling International about why he bought Partridge and his future plans for the company. And we’ll be following the Silstar story with interest as Francesco Trinca works to re-establish the brand across Europe. In the meantime, we’ll continue to strive to bring you the most important international news first, either in the magazine or via one of the online communication channels that Angling International uses to give its customers the maximum possible exposure. As we continue to extend our reach into the industry, so the value to our customers increases. Talking of added value, this magazine’s strong alliance with the European Fishing Tackle Trade Association – and its showcase event EFTTEX – is another source of exclusive news and information. EFTTA lobbyist Jan Kappel has access to the key decision-makers in the European Union and his monthly report provides our readers with a unique insight into the big issues facing the industry. And as EFTTEX approaches remember to make sure you book your advertising space early with Commercial Director Lucie Petrickova (contact details below). If last year is anything to go by, space is going to be in big demand as the show gets nearer.

Mel Bagnall

The catalogue and design service from Angling International. The best tackle writers Creative designers Hi-tech digital production Print buying department Experts in production To work with angling’s fastest-growing media brand, please email: phil@angling-international.com or call +44 1733 392975

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, and was also assistant editor of Sea Angler. He has worked in magazines for more than 36 years.

PHIL BROUGHTON, PUBLISHING DIRECTOR Phil’s media background stretches back some 15 years and includes advertising sales on some of the UK’s biggest sports and outdoors magazines, managing contract publishing relationships, sponsorship management, and handling commercial operations on consumer events, including the Go Fishing Show.

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 contract publishingdepartment.He is a founder director of Top Corner, the publishers of Angling International.

KEELY DOCHERTY-LEE, ART DIRECTOR As Top Corner’s art director and co-founder, Keely has 15 years’ design experience, and a proven track 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.

ROBERT LANGFORD, EUROPE CORRESPONDENT English-born Robert Langford is based in Germany, where he has forged a huge reputation as a sea angler and journalist. His articles, which are syndicated throughout Europe, are read by up to 500,000 readers. He also works as a ﬁshing guide and never leaves home without his Baleno waterproofs.

LUCIE PETRICKOVA, INTERNATIONAL COMMERCIAL DIRECTOR Lucie can call upon seven years’ experience of delivering commerical solutions for angling clients. Czech-born, she is also familiar with other eastern European languages. Call her to discuss your advertising needs and to ﬁnd out ways to promote your products in the magazine.

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 Petrickova; lucie@angling-international.com; Tel. +44 7825 999230; Fax +44 1225 760249; Skype lpetrickova • Publishing editor: Mel Bagnall; mel@angling-international.com +44 (0)1733 392 977 • Editorial director: Rob Carter; rob@topcornered.co.uk • Art Director: Keely Docherty-Lee; keely@topcornered.co.uk • Designer: Kate Hooley; katehooley@atgraphicsuk.com • Database Manager: Graham Goor; grahamgoor@atgraphicsuk.com • International Ambassador: Caroline Thomas; caroline4u.thomas@virgin.net +44 (0)7952 555716 • Publishing Director: Phil Broughton; phil@angling-international.com • Colour reproduction: AT Graphics UK Ltd, Peterborough, Cambs UK • Printed by: Warners Midlands plc, Bourne, Cambs UK • Subscription enquiries: enquiries@angling-international.com

MEMBER

•THANKS THIS ISSUE GO TO: Bruno Broughton, Montserrat Calico, Angela Coe, Annalisa Giacomin, Graham Goor, Sam Grifﬁths, Steve Harden, Kate Hooley, Jarek Jedryczka, Richard Lee, Tom Legge, Christine Ma, Teemu Makela, John Mitchell, Marco Munich, Miriam at Normic, Clément Posada, Linda Saunders, Victoria Seymour, Sally Steel, Marta Szalkowska. No part of this magazine may be reproduced without the prior permission of the publisher. The magazine assumes no responsibility for the safety of contributions, although all reasonable care will be taken.

December 2009 Angling International

Diesen monat, Ce mois, Este mes, Questo mese... Schauen wir besseren Zeiten entgegen? Diesen Monat gibt es aufmunternde Anhaltspunkt von beiden Seiten des Atlantiks. In den Vereinigten Staaten nimmt 2009 der Verkauf von Angelscheinen zu wie seit den 70er Jahren nicht mehr. Die ganze Geschichte ist auf Seite 38 nachzulesen. Einige europäische Firmen entwickeln sich zunehmend positiv. In dieser Ausgabe berichten wir über das deutsche Einzelhandels-Franchise-Unternehmen Fisherman’s Partner und dessen dynamischen Ziele für Zuwächse auf dem europäischen Festland (Seite 8). Außerdem offenbart Exportmanagerin Céline Boutin von der französischen Firma Powerline in einem Gespräch ihre Pläne, den Erfolg im Kerngeschäft von Powerline durch eine neue Lancierung im europäischen Kunstköder-Markt zu wiederholen (Seite 15). Die italienische Firma Normic hat große Ambitionen. Eigentümer Michele Nodari schildert auf Seite 10 seine Pläne, hochwertige Big-Game-Geräte nach Afrika und Nahost zu exportieren. Wir haben ein Exklusiv-Interview mit Mark Hamnett, dem Geschäftsführer der UK-Firma Fishing Matters, welche die anerkannte Haken-Marke Partridge von Mustad erworben hat (Seite 36). Wieder ein positiver Zug einer ehrgeizigen Firma. Die befragten Personen führen alle verschiedenartige Unternehmen, aber alle blicken mit zunehmender Zuversicht in die Zukunft. Mehr Firmen haben bisher Standﬂächen gebucht als zu diesem Zeitpunkt letztes Jahr (Seite 28). Die EFTTA kündigte auch Pläne an, mehr ihrer Überschüsse in Lobbying für das nächste Jahr zu stecken – vielleicht das überhaupt ermutigendste Zeichen im ständigen Kampf, die Zukunft der Industrie zu sichern. Viel Spass mit unserem Magazin!

Va t’on vers de meilleurs jours? Ce mois il y a des signes encourageants de reprise dans notre domaine des deux cotés de l’Atlantique. Aux États Unis, la vente des permis de pêche à progressé plus que cette année que par le passé et ce depuis les années 70. Tous les détails page 38. En Europe, un grand nombre de sociétés semblent très positive sur le futur. Dans ce numéro, nous parlons de Fisherman’s Partner, la franchise de détaillants basée en Allemagne qui a des plans ambitieux pour progresser sur tout le continent (page 8). Nous avons parlé à Céline Boutin, directrice des ventes internationales de la société de ﬁls française Powerline. Elle nous révèle ses plans pour répéter le succès qu’ils ont eu dans leur secteur principal avec une nouvelle introduction dans le secteur des leurres en Europe (page 15). La société spécialisée dans la mer, Normic, a de grandes ambitions également. Michele Nodari vous parle (page 10) de ses ambitions d’exporter ses produits big game vers les marchés Africains et vers le Moyen Orient. Vous découvrirez aussi une interview exclusive de Mark Hamnett, propriétaire de Fishing Matters qui vient juste de conﬁrmer son acquisition de le société Partridge, marque de appartenant à Mustad (page 36). C’est encore une mutation positive par une société ambitieuse. Toutes les personnes que nous avons interviewées sont dans des domaines très différents et ils parlent tous avec enthousiasme du futur. C’est aussi très encourageant pour EFTTA en pleine réservation des stands pour Valence. Plus de sociétés ont réservé plus d’espace cette année que l’année dernière à le même époque (page 28). L’association à aussi annoncé ses plans pour augmenter de manière importante son budget consacré au lobbying – peut être le plus important des signes dans cette bataille constante pour préserver les intérêts de notre Industrie dans le futur. Bonne lecture.

Angling International December 2009

¿Estamos viendo tiempos mejores? Parece que hay signos alentadores en ambos lados del Atlántico. En los Estados Unidos, las ventas de licencias de pesca están creciendo más rápido en 2009 que en cualquier otro momento desde la década de los 70. La historia completa está en la página 38. En Europa, un número de diferentes empresas están en una situación cada vez más positiva. En este número informamos sobre Fisherman’s Partner, el negocio de franquicias minoristas con sede en Alemania, que tiene planes dinámicos para el crecimiento en todo el continente (página 8). En otra parte hablamos con Céline Boutin, la directora internacional de la empresa francesa de líneas, Powerline. Ella revela sus planes para reproducir el éxito de Powerline con un nuevo lanzamiento de una gama de peces artificiales en el mercado Europeo (página 15). Normic, el fabricante italiano de productos para la pesca marítima también tiene grandes ambiciones. Su propietario, Michele Nodari nos habla en la página 10 acerca de sus planes de exportación de productos de alta calidad de pesca de altura a África y al Oriente Medio. Y también tenemos una entrevista exclusiva con Mark Hamnett, el propietario Fishing Matters en el Reino Unido, que nos confirma que acaba de adquirir la marca de anzuelos Partridge a Mustad (página 36). Es otro paso positivo por una empresa ambiciosa. Todos nuestros entrevistados tienen empresas muy diferentes, pero todos nos hablan con una mayor confianza en el futuro. También hay signos alentadores de EFTTA cuando reabre la reserva de stands para EFTTEX 2010 en Valencia. La proporción de compañías que han reservado espacio en esta época del año es mayor que en el pasado (página 28). La Asociación también ha anunciado planes para invertir más de sus ganancias en el lobbying el próximo año; quizá el signo más alentador de todos en la lucha constante para salvaguardar el futuro de la industria. Disfrute de la revista!

Si intravedono tempi migliori all’orizzonte? Già questo mese è testimone di segnali incoraggianti provenienti dai due estremi dell’Atlantico. Da un lato gli Stati Uniti stanno registrando un trend positivo nella vendita di licenze di pesca, una crescita rapida che mancava dagli anni ‘70. Continua a pagina 38. Dall’altro l’Europa vanta una serie di imprese sempre più ottimiste. Tra quelle a cui dedichiamo parte di questo numero figurano Fisherman’s Partner, franchising di commercio al minuto con sede in Germania, i cui piani dinamici sono volti alla crescita in tutto il vecchio continente (pagina 8). Powerline, azienda francese produttrice di lenze, di cui abbiamo intervistato il manager dell’international business, Céline Boutinche, che lascia trapelare i propri piani: replicare l’immenso successo della Powerline nel suo principale settore con un nuovo lancio nel mercato europeo delle esche (pagina 15). Non dimentichiamo i piani ambiziosi di Normic, produttore per il campo della pesca marittima. Il titolare Michele Nodari ci parla a pagina 10 dei suoi progetti di esportare in Africa e nel Medio Oriente prodotti agonistici di altissima qualità. In questo numero vi proponiamo anche una intervista esclusiva con Mark Hamnett, titolare di Fishing Matters nel Regno Unito, che si è appena assicurato l’acquisto del marchio di ami Partridge da Mustad (pagina 36). Una ulteriore mossa positiva da parte di un’azienda ambiziosa. I nostri intervistati sono titolari di aziende molto diverse fra loro, ma tutti parlano fiduciosi del futuro. Ulteriori segnali incoraggianti provengono dall’EFTTA che riapre le prenotazioni per l’EFTTEX 2010 di Valencia. Rispetto allo stesso periodo del 2008 si registra già un numero superiore di imprese che hanno prenotato il proprio spazio espositivo (pagina 28). L’Associazione ha anche annunciato per l’anno prossimo programmi per investire di più dei propri profitti nel lobbying… forse il segnale più audace in assoluto nella costante battaglia di salvaguardare il futuro del settore. Vi auguriamo una buona lettura.

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

COMPANIES YOU NEED TO KNOW ABOUT...

How Fisherman’s Partner is leading the franchise revolution in Europe Fisherman’s Partner has rapidly developed franchising to become the largest company of its kind in Europe. Here, Marketing Consultant Dieter Willenbruch predicts a further rise in its North Atlantic business. “The epoch of the wholesale trade is ending,” heOcean says.

Dieter Willenbruch and, below, the newest FP shop in Graz, Austria.

Dieter, the wholesale business has been your life. What prompted the decision to engage so intensively with the retail sector? DW: My interest in the ﬁshing tackle industry was as strong as ever but I had a desire for something new. Retail is no less interesting than wholesale.

You are now 68 years old. Have you never considered retirement? That’s for later. Currently I have a job that is very exciting. I entered the ﬁshing tackle industry at the time when DAM, Mitchell, Abu and so on were still producing their rods and reels in Europe. They were all true manufacturers. As the period of European manufacturers came to an end I left DAM and joined the epoch of wholesale. It was the time when the manufacturers stopped their European production and began importing from the Far East. At the

beginning our products came from Japan, later on from South Korea and, for the last 15 years, mostly from China. This was also the time of globalisation, which continues today. And would you say the same about wholesaling? No, I don’t think so. The epoch of the wholesale trade is coming to an end. It will not happen overnight and we will certainly have wholesalers still in ten or 20 years, but with an extended service function. Not like the wholesalers of today. So what will replace existing wholesalers? The development is already in full swing. There are two or three ‘giants’ who have almost all major world brands under control and will in the future exercise increased pressure on the remaining wholesalers. Also, the organised retailers will begin taking the place of wholesalers. So I think the coming years can be described as the period of organised retailers.

Is this worthwhile? In most cases, no. But some large retailers and mail order companies are already importing successfully. This trend will continue because the large retail units have to import directly in order to remain competitive.

So what does Fisherman’s Partner actually offer? We purchase internationally and maintain a stock of our own products in Germany and in China. These products are exclusively for our partners. We negotiate with all major suppliers. The excellent purchase terms we achieve are passed directly to our franchisees. Our purchasing power therefore is to the direct beneﬁt of the dealer – without the pressure of buying in big quantities – and allows him to present a wide range of products to his customers. By working with Fisherman’s Partner he has direct contact with the world ﬁshing tackle market. Furthermore, we take care of the general promotion, advertising and special marketing for the retailer and help him with the organisation of all other business matters. This is what we mean by job sharing.

Why then will they need franchise and Fisherman’s Partner? Franchise is the logical consequence of

Are there better alternatives? Not really. Some retailers will come together to purchase in groups in order to negotiate better terms.

How will that happen? Dealers can easily go to China and buy equipment directly at the trade fairs or from exporters… and thus avoid the wholesale trade.

Angling International December 2009

the changing market situation I have described. It is the job sharing and the organisation which is most important. The advantages for the franchisee and the franchisor are obvious. It does not make sense for the retailer to import directly. Maybe he tries, but he will soon realise that it is not really proﬁtable for his Bay of Biscay business. The requirements of a retailer who wants to control the future and be successful will be so big and complex that he cannot do it all by himself. He has to manage the purchasing, the ﬁnancing, the organisation, inventory turns, advertising and of course his sales. Some of these tasks will certainly suffer badly. The principle of the big retailer importing directly is certainly right – but it only makes sense with job sharing and proper organisation. And for this franchise is the right concept.

WHAT NEXT FOR BIG GAME COMPANY NORMIC? See p10

What is franchising? Franchising is not new. In fact it dates back to 17th Century France. There are now over 500 different variations.The cooperation between the franchisor and the franchisee is vital for the agreement to work successfully. This cooperation is based on a very clear contract with four main features. The contract is set for a certain period of time. The franchisee receives against payment the authorisation to use speciﬁc rights of the franchisor. The rights are: the use of brand names, distribution of groups of items and use of expertise. The franchisor helps develop the business. The main differences between the various franchise concepts are to do with the beneﬁts package. For both parties a franchise agreement has many advantages.

orth Sea Baltic Sea

ADVANTAGES FOR THE FRANCHISEE Entry into the market is faster. The franchisee acquires territorial protection. The franchisor provides a proven business concept. The franchisor has established a good image. The creditworthiness (credibility) of the franchisee increases at the bank, since the risks are reduced. The franchisee remains an independent contractor. The franchisee receives efficient work processes, proven know-how and participation in a profitable programme of well-known brands. The franchisor provides comprehensive marketing and advertising. The franchisee receives an improved profit margin. Mistakes are found and remedied more quickly.

ADVANTAGES FOR THE FRANCHISOR Immediate access to an ongoing business. The franchisor can market its proven system and know-how with a small capital investment. Bulk purchasing strengthens the position of the franchisor with suppliers. The franchisor has the opportunity for rapid expansion with lower economic risks.

The rise and rise of Fisherman’s Partner in Europe

The company has grown from its German base and now has franchises in eight countries. But in my opinion it is not really a good solution. These groups can lead to disputes and have the disadvantage that large quantities have to be imported. Most buying groups have not been maintained. What are Fisherman’s Partner’s goals – and do they include replacing wholesale? First of all, we can’t replace anyone and we don’t want to. The wholesale trade in its present form will change in the medium term. The better wholesalers, which means the service-orientated wholesalers, will survive. The retail trade is changing because of the pressure of suppliers and competitors. Take a look at the sporting goods retail trade in Europe. A few large retailers are faced with a few strong organisations, such as Intersport, for example, which dominates many European markets. I have the goal to build up strong retail shops and give them through the

franchise network of Fisherman’s Partner a secure existence and proﬁtable future, not only in Germany but across Europe. I am convinced that not just wholesalers can work successfully in Europe, retailers can too. The retailers are not inferior at all to the wholesalers – it’s just that they were not properly organised until now. Is it a vision or reality? Let’s put it this way – it was a vision that we are moving to reality.

Want to talk to Fisherman’s Partner?

Here’s how to ﬁnd them...

Tel: +49 89 864 22 68 Fax: +49 89 864 35 74 Email: willenbruch@ﬁshermans-partner.de Web: www.ﬁshermans-partner.de December 2009 Angling International

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

COMPANIES YOU NEED TO KNOW ABOUT...

Big game pioneer Normic sets sights on Middle East and Africa One of Europe’s foremost big game manufacturers is looking further aﬁeld, proving there is no end to its ambition. “We are interested in all countries where big game ﬁshing is popular,” says Normic owner Michele Nodari.

hree generations of family involvement in precision engineering have propelled Italian company Normic to the top of the big game fishing market. Allied to more than 25 years of manufacturing experience and a passion for the sport it serves, Normic expertise today provides high calibre products to anglers all over the world. Born in the golden age of offshore fishing for large, exciting pelagic species such as shark and marlin, Normic has remained at the forefront of technical development using high quality materials and advanced technology. Following in the footsteps of his grandfather and father, current owner Michele Nodari has continued a tradition that puts quality at the heart of everything it does. “One of the most important guarantees that Normic offers is the strict quality control procedures that all products must pass through before reaching market. This avoids customers buying a defective product or one that does not meet the very high standards of the manufacturer,” said Nodari, a lifetime angler who insists on being involved in the testing process. “Normic guarantees its customers a product of quality, functionality and beauty that is at the very top in world production of big game fishing equipment. The rapid expansion of the company demonstrates this unequivocally.” Nodari believes that the quality for which his company is famed begins with the meticulous selection of the best raw materials. Nothing is left to chance. Research to identify new materials is continuous and is followed by numerous tests and prolonged field-testing. Only then does a product enter the production and marketing phases.

Continuous experimentation has ensured that Normic has developed some of the most important and revolutionary big game equipment, not least the first triple-action split rod, a product since imitated and adopted by other manufacturers. In addition to rods, Normic produces a wide range of specialist big game accessories that includes fighting chairs, harnesses, gaffs, reels, outriggers, rod holders and lines, all of which are characterised by the same attention to detail. Normic already has export business in Spain, France, Portugal, Holland, Greece, Croatia, New Zealand and the United Arab Emirates and continues to search for more exclusive distribution partners to maintain the growth momentum. “We are looking for collaborations in Turkey, Lebanon, Egypt, Bahrain, South Africa and the Canaries,” added Nodari. “We are interested in all countries where big game fishing is popular.”

The jewel in the crown The Gold Rod is part of the Michele Nodari Jewels for Fishing range, an exclusive range of individual hand-assembled rods combining carbon, kevlar, ﬁbreglass and stainless steel with components in solid 18ct gold. Add diamonds, sapphires, rubies and emeralds and handles made from leather, crocodile or python and the result is a rod with extraordinary aesthetic qualities to match its performance. Even the initials of the purchaser can be engraved on each rod.

Angling International December 2009

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

COMPANIES YOU NEED TO KNOW ABOUT...

Yet more quality from the GO4FISH brand Belgian brand GO4FISH is building on the manufacturing strengths of its parent company Smisdom to create a ﬁrst-class range of seat boxes.

elgian fishing box brand GO4FISH is relatively new in the fishing box category, but its parent company’s long experience and expertise in injection moulding means it is quickly making an impact on the European fishing tackle scene. GO4FISH is the fishing brand of Smisdom Plastics, a company founded 17 years ago to serve a range of industries and which subsequently entered the fishing arena as a supplier of components to manufacturers. However, as Chinese cost and efficiency began to impose itself on the industry so Smisdom took advantage of its tooling and knowledge and began making its own boxes in-house.

A strict adherance to high quality standards and investment in a new site near Brussels has put the company and its products on the industry’s radar. And Managing Director Geert Smisdom is now keen to create a wider awareness of what his product range is all about. Already strong in Benelux, Smisdom is confident of establishing strong partnerships further afield when potential customers know more about his products. The company no longer supplies fishing box components elsewhere, preferring to build its own brand. The Fix2 is a range of modular boxes specifically for match anglers and is complemented by the Fishing Control System (FCS), a collection of accessories giving anglers the opportunity to custom-build systems to suit their personal needs.

The GO4FISH brand also includes the AllRounder range, a non-modular series of seat boxes for the recreational ﬁsherman, offering good quality at attractive prices.

The Evolution Concept Box has been designed especially for junior anglers, an ideal introduction to the fun of ﬁshing.

Like its seatboxes, Smisdom’s range of accessories is also manufactured in-house with the benefit of its expertise in injection moulding techniques. The Fix2 line of seat boxes, fishing islands and accessories is a truly unique, modular concept that allows the fisherman to combine various components into the system of his choice.

Angling International December 2009

Want to talk to Smisdom Plastics?

Here’s how to ﬁnd them...

Tel: +32 11 683409 Fax: +32 11 671113 Email: info@smisdomplastics.be Websites: www.smisdomplastics.be or www.ﬁx2.com

EUROPEAN FISHING TACKLE TRADE EXHIBITION Valencia, Spain 11th-13th June 2010

BE THE BEST, COME TO EFTTEX Feria Valencia, Avda. de las Ferias s/n, 46035 Valencia, Spain T: +34.96.386.11.00 F: +34.96.363.61.11 E: feriavalencia@feriavalencia.com W: www.horizontal.feriavalencia.com

EFTTA, Unit 2i, Berol House, 25 Ashley Road, London, N17 9LJ, UK, T: +44.20.8365.0405 F: +44.20.8493.7220 E: info@eftta.com W: www.eftta.com

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

COMPANIES YOU NEED TO KNOW ABOUT... “We took our time to think about innovative products with different shapes and different effects in the water”

Powerline applies its winning formula to leads and lures

Below: Powerline MD Thierry Jaheil celebrates victory at the Sea Fishing World Cup for the France team using Powerline and Jig Power products.

After the stunning success of its line brands, French company Powerline has seized the initiative again with the launch of Jig Power lures and lead heads. “These are true innovations,” says Céline Boutin. “We’ll distribute them everywhere we can.”

owerline, the French company best known for its premium quality line brands, is proving there are no limits to its ambition with the launch of a brand new lures and lead heads business. Jig Power includes a range of lead heads and a range of soft lures, both high on innovative features but aimed squarely at the mass market. The affordable price will mean big volumes of sales, says International Business Manager Céline Boutin, not least because Powerline will be able to capitalise on its growing network of international distributors. Powerline also promises to repeat its winning formula of strong marketing support and point-of-sale materials to support aggressive retailers. The lead heads are the main focus of the brand. They have been designed and tested by leading

French developers. Jig Power soft lures are designed with a hollow centre with a hole at the rear to allow the lure to leave a trail of attractant. They are attached with a rattle ﬁtted into the mouth to entice predators as the lure swims through the water. All are design registered. “The idea was not to do the same as our competitors,” explains Céline. “So we took our time to think about innovative products, with different shapes, different effects in the water, completely different from what we see every day in the stores. “We focused on the quality and the innovation, but with an affordable price to generate big volumes,” she adds. “Our salesmen have already shown the products on the domestic market, and

›

December 2009 Angling International

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

COMPANIES YOU NEED TO KNOW ABOUT... continued...

Champions powered by Powerline: the junior French national team celebrate their victory.

THE RISE OF SHOUT IN FRANCE Apart from its own highly acclaimed line products and new lure brands, Powerline also has the French distribution rights to the Japanese Shout brand, which includes high quality jigs, fishing bags, hooks, rods and accessories. Here Céline Boutin explains how the first year of the deal has progressed – and why there is no conflict with newly-launched Jig Power. Is there any conflict between Jig Power and Shout products? Not at all, they deal with completly different products. Jig Power has nothing to do with Shout and we’ll never put two of our brands in competition. That would be too risky.

the reaction from buyers has been much better than even we expected. “The first orders were really important. They encouraged us to have confidence in the products and the brand. It is early in the life of the brand but we are already very proud of these products.” The creation of the Jig Power brand has involved major investment in machinery so that a significant part of the new range is manufactured in France. The outlay in equipment is testament to the growing confidence of Powerline, which has enjoyed

seriously about a new strategy, about what to do. And because our competitors are not able to deliver in time because they have no stock, we decided to take up the challenge, by investing in our own machines. It was a big decision to manufacture ourselves, but now we have a bigger range which will help us to win market share.” So, how big can Jig Power be? As big as Powerline itself? “It’s difﬁcult to answer that question right now but of course we would like this business to be as big as Powerline. We are quite excited to launch this new brand, but it’s important we don’t forget Powerline. “We will try our best to develop the two brands as much as possible,” continues Céline. “And who knows, maybe Jig Power will become much bigger than Powerline. We don’t know yet, but why not? “The only thing we are sure about is that there is a big demand for these kind of products, so our mission for the next months and years is to be where the demand is. As Jig Power is our own brand, it will be distributed like Powerline, through distributors, all over the world. We want to sell it everywhere we can.”

“Who knows, maybe Jig Power will become much bigger than Powerline. What we do know is that there is a big demand for these products” continuous success in 2009, culminating in a sensational result at the Sea Fishing World Cup in September where the Powerline-sponsored senior and junior French national teams ﬁnished second and ﬁrst in their categories. Entry into a new sector, it seems, is no risk when your core business has proved such a winner. But why has Powerline made the move now, with the industry still struggling with the effects of the global recession? Explains Céline: “The move was prompted by the economic crisis and by increasingly tough competition. We decided to seize the opportunity to re-dynamise our company, by creating a new brand, with new products, different from what we have done until today. “It’s been quite a long time since we thought 16

Angling International December 2009

You sealed the deal at the beginning of the year. How well has it gone? We’ve made a pretty good business with Shout. But we can only distribute on the domestic market, so it’s a bit limited. But we expect it to grow step by step as we increase brand recognition in France. It deals with very high quality products, more for an elitist clientele. What has been the response of French anglers to Shout? Very positive. Even if Shout can be expensive, the quality is undeniable and French anglers appreciate it. When we asked for the exclusivity of this brand, we were completely certain it was the right decision. Nothing has made us change our minds. Below: The Shout range of highend bags, lures and accessories has been well received in France.

Want to talk to Powerline?

Here’s how to ﬁnd them...

Tel: +33 2 41 36 36 66 Fax: +33 2 41 36 32 00 Email: celine.stb@powerline.fr Website: www.powerline.fr

Our success is no secret! F.P. means partnership for developing the future...

Is F.P. the right partner for me? Seven questions, the answers to which will have a decisive impact on my future: Yes

Points:

Don‘t care 10 P. 5 P.

No 0 P.

Would I like to earn more thanks to better purchasing prices? Could I give up some of my work? Do I have a large shop or do I wish to expand my business?

F.P. Franchise Power

To be a F.P. franchise partner means that you are well positioned for the future, always competitive, trade in all the major brands at top prices, carry out effective marketing and offer your customers significantly more. F.P. enjoys top purchasing terms, has its own products manufactured in the Far East and is gaining increasing numbers of new partners. Over 60 successful F.P. specialist fisherman‘s stores in Europe speak for themselves. That‘s something you should really think about. We are expanding and can also offer you secure prospects for the profitable development of your business. Talk to us!

Am I happy for my marketing and sales promotion to be made by F.P. ? Do I wish to stock ﬁshing tackle that can be offered exclusively and also receive territorial protection for my business? Do I wish to be relieved of the pressure of minimum bulk purchasing in order to be able to offer my clients all the major brands? Would I prefer to concentrate on consulting and selling in order to increase my sales revenues?

My overall result: 70 points: F.P. is my ideal partner. I will contact them straight away! Up to 55 points: The retail trade is coming under increasing pressure. I have to secure my future now! Up to 30 points: If I act too late, my customers will punish me! If interested, please contact:

Fisherman‘s Partner GmbH • D-85599 Parsdorf • Gruber Straße 9 www.ﬁshermans-partner.eu

Dieter Willenbruch Tel. +49-89-864 22 68 Mobile phone +49-151-12 70 01 09 willenbruch@ﬁshermans-partner.de

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

COMPANIES YOU NEED TO KNOW ABOUT...

Technologyand quality cont putting Suﬁx on top of the Only by taking the best raw materials, developing them and testing lines again and again can Suﬁx be sure of delivering the quality the world demands.

ufix has been among the world’s foremost line brands for more than 30 years, but time has not dulled the company’s desire to pioneer new technology, to expand into different product categories and to put even better lines on to the reels of anglers throughout the world. Indeed, under the ownership of Rapala, which acquired the line company 18 months ago, and its unrivalled distribution network and marketing strength, Sufix has an even greater determination to produce faultless products to meet ever-changing consumer needs. At the heart of the Sufix production model is the commitment to, and investment in, a research and development programme that keeps it at the leading edge of the fishing lines sector and has ensured that innovation has become a culture totally embedded within the Sufix team. Quality control is no less important to Sufix, maintaining its position as a world leader in the development and manufacture of monofilament and braided fishing lines, with focus on specific elements of the process.

Testing of raw materials

Raw materials are sourced from leading manufacturers such as BASF and Dyneema but, leaving nothing to chance, random samples of all materials are rigorously tested to ensure they meet the required speciﬁcations. Tests are carried out on a batch basis to guarantee the quality of the end product.

24/7 production control

The manufacturing process never stops and therefore a quality control facility is manned 24 hours a day to maintain a close watch on all ﬁshing line production. In addition to the product itself, this also applies to machinery and even the ambient temperature and humidity in which the lines are made.

Product testing

A dedicated department ensures that all products meet the stated speciﬁcations, with lines being continually tested for breaking strain and diameter. A systematic,

Thanks to John Mitchell for words and pictures.

Sufix compared to a leading competitor line This electron microscope photograph of Sufix 10lb breaking strain mono and a comparable mono from a competitor brand clearly shows that Sufix is a much ‘cleaner’ line (fewer white flecks). The competitor line also shows a longitudinal fault (far right), whereas variations of this nature are not so apparent on the Sufix product.

Angling International December 2009

rather than random, computerised programme calculates any percentage variation from the required standard. Any product showing even the slightest deviation from the required tolerances is destroyed. Lines are checked for colour accuracy, with measurement procedures in place to ensure that colour changes occur in exactly the right places. Lines designed for use in cold conditions are subjected to tests at the temperatures at which they are designed to be used. Even machine parts controlling line speciﬁcations are regularly and meticulously tested with, for example, extrusion holes being measured for wear by electronic microscope. This obsession with quality continues after manufacture. Due to the possible absorption of water from the atmosphere, monoﬁlament lines can shrink if

WHAT IS THE REAL STORY BEHIND THE PARTRIDGE SALE? See p36

ntrol are world

COMPANY HISTORY

“There is no doubt that Suﬁx has enabled us to move forward and become a major global supplier of ﬁshing lines” – Lars Ollberg, Rapala

in Taiwan to manufacture 1971 Established racquet strings, ribbons and laces. Product range expanded to include 1984 industrial lines, monofilament fishing lines and garden trimmer lines. The Sufix name is first registered.

USA established to sell racquet 1985 Suﬁx strings, ﬁshing lines and trimmer lines.

Testing is the key to quality. This machine measures coloured section s of line to ensure they are the perfect length.

ISO 9001 accreditation and, 1998 Awarded a year later, the Shenzhen production facility becomes ISO 9002 certiﬁed.

for positioning on Taiwan 2005 Prepares stock market (soon to be completed).

2008 Rapala aquires Suﬁx.

Left: Suﬁx ﬂuorcarbon. Below: Testing the breaking strain, strength and stretch of raw materials.

Customer service

spooled immediately. In extreme cases this can lead to the spool bursting, but more commonly results in a weakening of the line and distortion from its perfect roundness. To counter this, Suﬁx prefers not to spool straight away and instead stores its lines in ‘hanks’ in well-ventilated areas. Only when the line has stabilised will it be spooled as required by the customer. This spooling operation perfectly demonstrates the company’s commitment to quality. It takes longer than the conventional approach and there is more wastage and so greater cost, but the result is a better product.

Sufix is also determined to be an easy company to deal with. Its full-scale production lines in Taiwan and mainland China can offer shorter production runs than many mass producers, providing muchneeded flexibility for customers. Combined with short lead times (compared to many manufacturers), a complete range of braided and monofilament lines and the ability to rapidly develop new product, it all adds up to superb customer service. “There is no doubt that Sufix has enabled us to move our plans forward to become a major worldwide supplier of fishing lines,” said Rapala’s Director of Fishing Lines and Accessories Lars Ollberg.

Want to talk to Suﬁx?

Here’s how to ﬁnd them...

Export Manager Ms Carol Li Email: carol.li@suﬁx-lines.com Web: www.suﬁx.com December 2009 Angling International

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

COMPANIES YOU NEED TO KNOW ABOUT...

Italian ﬂy ﬁshing show out to break yet more records The success of the Pescare Fly Fishing and Spinning Show is built on maintaining a broad appeal – and attracting major brands. Now organisers are hoping for its fourth successive increase in visitor numbers when it returns in February.

taly’s annual Pescare Fly Fishing and Spinning Show will be out to achieve a fourth successive growth in visitor numbers when it opens its doors from February 20th to 22nd. The show, which takes place at the Fiera Di Vicenza Spa, attracted an impressive 14,100 enthusiasts when it made its debut in 2007. This has steadily risen to almost 19,000 in 2009 and the organisers are now hopeful that the growing aware-

ness of the show in the industry will take numbers to record heights once again. While Pescare attracts the majority of its trade and consumer visitors from Italy, an increasing number are travelling from bordering countries and further aﬁeld and this is another trend that the show’s organisers are hopeful of building on. One of the reasons behind the continuing success of the show is that it has avoided the danger of being

Angling International December 2009

too specialist. While the event has lots to offer the traditional fly fisherman and spinning enthusiast, it has been careful not to ignore anglers who have chosen to diversify. So visitors to Vincenza interested in either saltwater or freshwater, or alternative fishing methods, will find plenty to interest and entertain them. The exhibitor base has also grown from day one and is another reason for the show’s expanding appeal. Exhibitors from Scotland, Sweden, Slovenia

HOW MANY COMPANIES HAVE BOOKED FOR EFTTEX ALREADY? See p28

Pescare Fly Fishing and Spinning Show February 20th-22nd Opening times

Saturday Sunday Monday

9am-7pm 9am-7pm 9am-4pm

Main image, above and right: The show’s mix of events, seminars and major brands has kept visitor numbers high. It attracted almost 19,000 enthusiasts in 2009.

and the Czech Republic will be found on the 2010 show floor and companies exhibiting their products will include Pure Fishing Europe, Adinolfi Spa, Akua SRL, Browning International, Giorgio Benecchi, Margherita Spa and Trabucco. The full exhibitor list is available at www.huntingshow.it/catalogue/alfaa.html “Pescare 2010 is a must for anyone passionate about the fly fishing and spinning sectors,” said organiser Annalisa Giacomin. “There is a strong presence from major brands showing a wide display of products. “There are also numerous events, activities and art exhibitions dedicated to fishing art and to traditional equipment, as well as seminars organised in collaboration with fishing clubs.” Prominent fishing associations will also be present in the Fiera Di Vicenza Spa, along with casting schools and casting demonstrations around the spinning and fly casting pools. And of course there will be a strong focus on fly tying, with the best Italian tiers demonstrating their skills.

“It is a must for anyone passionate about the ﬂy ﬁshing and spinning sectors. There is a strong presence from major brands”

Want to be part of Pescare 2010? Here’s how to contact the organisers... Tel: +39 0 444 969 950 Fax: +39 0 444 969 000 Email: giliola.mantiero@vicenzaﬁera.it Web: www.pescareshow.it December 2009 Angling International

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

COMPANIES YOU NEED TO KNOW ABOUT...

Scientiﬁc Anglers proves its mastery once again A range of new lines proves that, when it comes to combining science with angling expertise, Scientiﬁc Anglers has few, if any, equals.

or 2010, comes a hot new fly line range from Scientific Anglers which perfectly marries cutting-edge technology with the expertise of America’s top exponent of the Streamer fishing technique. Streamer fishing is an all-action style popularised by noted fly fishing guide, author and owner of the famous Slide Inn in Montana, Kelly Galloup. Galloup’s pursuit of trophy fish in waters worldwide has led to the development of the outstanding new Mastery Series Steamer Express fly lines. The lines are available off the shelf in six sinking versions plus a first-of-its-kind floating version. Says Galloup: “For anglers doing a good deal of repetitive casting and fast retrieves, the new Streamer Express Long Sinking lines give the ability to make pinpoint casts to shaded banks ledges and dark troughs.” “The front 30ft is a fine diameter, super fast sinking head that keeps the fly at whatever depth I want for triggering the most savage strikes from the biggest predatory fish. The next 20ft is intermediate

sink. This helps keep the front portion at the right depth throughout the entire retrieve. Lines that go direct to a floating portion tend to chase this and make the head rise, which is all wrong for this technique. “By offering the Streamer Express floating version, Scientific Anglers offers a line with the all-important mendability needed to change direction without having to over-mend and lift big flies out of the strike zone,” continued Galloup. “You won’t find this

“For anglers making fast retrieves, Streamer Express Long Sinking lines give the ability to make pinpoint casts” flexibility in a standard floating line, and it really makes fishing streamers with a dry line fun.” Del Kauss of Scientific Anglers’ product development staff worked alongside Galloup during the extensive field testing. He disclosed some of the science which sets these lines apart from their rivals. “Streamer Express Long Sinking line features Scientific Anglers’ Center Core Multifilament Technology which provides optimum shooting and sinking properties. Furthermore, the long fine diameter head quickly sinks to get the fly down instantly, due to our specially formulated 3M PVC integrated fly line coating with environmentally-safe tungsten.” Streamer Express Floating line features a braided multifilament nylon to provide low memory floatation, along with 3M’s patented AST coating. It also has a streamlined loop for easy leader connection. Streamer Express Long Sinking is available in the US at a suggested retail price of $69.95.

Now Sharkskin has sinking versions too...

Scientific Anglers’ globally acclaimed Sharkskin series of fly lines has three new sinking versions for 2010, with an emphasis on the saltwater tropics. Tarpon Intermediate Sinking Taper is the new big fly Sharkskin line, a clear low-vis WF10-13 rated slow sinker ideal for shallow water wading or boat work when big game species are the target. Sharkskin Saltwater now has floating and intermediate clear sink tip taper versions, offering high performance in a wide variety of warm climate settings. Best teamed with medium to fast actioned rods, the mid-length head of both the WF6-12F (mist yellow with loop) and the WF7-12-F/ S (horizon/clear tip) loads such rods to perfection. Designed for colder climates, Sharkskin Streamer Express comes in six fast sink versions from 5-6 through to 9-12 wt. Sharkskin Magnum Tropic is a new hot weather version of the popular Magnum, while the classic all-round floating Sharkskin GPX now has a choice or colours – optic green or light willow. Suggested US RRP for the Sharkskin newcomers is $99.95.

Boxing clever Scientific Anglers Waterproof Fly Boxes feature rugged clear cases for optimum viewing of contents plus a unique tapered seal with soft rubber gasket that forms watertight closure around the entire perimeter. Durable slit foam holds flies securely, and if you drop one in they float high and dry. Five new versions have been added for 2010. Suggested US retail prices are $22.95 to $31.95 depending on size.

Want to talk to Scientiﬁc Anglers?

Here’s how to ﬁnd them...

Tel: +1 800 430 5000 (toll free USA) Website: www.scientiﬁcanglers.com * For more on streamer ﬁshing with Kelly Galloup, visit www.slideinn.com

Angling International December 2009

HUNTING, NATURE AND SPORT SHOOTING SHOW

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

Vega plots global expansion from new ofﬁces in China

ortuguese manufacturer Vega’s strategy to establish itself as a global brand is in full swing following the opening of its China office. Vega is already welcoming European distributors to its facility in Weihai, from where it Head of exports Paulo is now managing all its export Soares: “We welcome markets. And company CEO European agents to Jorge Mourinho believes this our Chinese base.” new exciting chapter in the company’s history will result in it being able to develop market-specific products. “If all goes to plan there will be new Vega collections in two to three years’ time, with different products and catalogues for each of the countries where we have a presence,” Mourinho told Angling International. “Our objective is to be a global brand that positions itself locally, developing specific products for each market. “Being closer to production makes it easier to establish partnerships with our suppliers,” said Mour-

inho. “Technological innovation is happening faster and we have better access to the best raw materials.” Vega says it can already give its international distributors access to more than 700 different rods, 100 reels and an extensive line of accessories, selected from the most reputable factories in China. The company is also looking closely at the emerging Chinese market as a source of growth. “Chinese consumers are gaining buying power by the day and want to acquire foreign and international products. It seems clear that Vega may have a say in this,” added Mourinho. The Weihai ofﬁce boasts three showrooms with a total ﬂoor space of 200 sqm. In September Paulo Soares, who is in charge of Vega’s export business and product development for foreign markets, welcomed Hungarian agents Albert Suhadja and Zsuzsa Horváth who were

impressed with the quality and variety of product on show. Many more such visits are expected. “The visit of European agents to China is an important step in making our products perfectly suited to each market we work with,” said Soares. Contact paulo.soares@mundinautica.com

Silstar announces return to the UK NEW DVD FROM ZPEY SYSTEMS Silstar, the brand being reincarnated in Europe by Francesco Trinca, has taken a big step forward with the announcement that it is to return to the UK. Once a household name in the tackle industry, Silstar will appear on the shelves of British tackle dealers for the ﬁrst time in 20 years following an exclusive deal with Waterline Angling Products Ltd, headed by Ray Townsend. And Trinca, the sole representative of the brand in Europe, is now targeting the German and Benelux markets as the brand gathers momentum.

“I am sure that with the help and support of Waterline I can rebuild Silstar distribution in the UK,” said Trinca. “With Ray’s professionalism and my long experience I am optimistic. Like all of our ofﬁcial distributors in Europe, Waterline has the opportunity to import the brand direct from the Far East, under my brokerage and control, of course. “This is the best solution during these hard economic times to provide the consumer with the best prices possible and to provide the correct products for each country. “My priority now is to reach the German and Benelux markets, territories in which I have yet to ﬁnd a reliable distributor.” Waterline introduced the brand to the trade at the recent Tackle & Guns Show and was delighted by the response. “The reaction was amazing,” said Ray Townsend. “The show was great for Waterline and that was largely due to the response to the many Silstar products we are about to distribute. The focus will be on good quality combined with the value for money that is synonymous with Silstar. It is a brand that people remember and respect. “We believe the product is competitively priced. It will deliver a very good margin for the shops.”

Angling International December 2009

Henrik Mortensen, Head of Design and Development for Zpey Systems, has released a new DVD. In The Scandinavian Speycast (Part 2) Mortensen focuses on the lift in the cast and on the art of dry fly fishing. Zpey’s famous curved-handled rods are used in the DVD, a captivating excerpt from which is featured on YouTube. As in the previous volume, filming is done on Canada’s Bonaventure, Petite Cascapedia and Grand Cascapedia, hailed as North America’s best rivers for Atlantic salmon. Discover more about the DVD and Zpey products at the website www.zpey.com.

The initial range being made available includes rods, reels, lines, luggage, nets and umbrellas. Product is already being supplied to dealers. Waterline, based in Shefﬁeld, has 17 years’ experience in the wholesale tackle trade and prides itself on good stock levels and efﬁcient delivery. Contact info@silstar.eu and sales@waterline.org.uk

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

Argentina’s Tech Tackle says ‘quality’ is the key to its launch

new fishing tackle company has been launched in Argentina to serve the growing South American market. Tech Tackle SRL will import and distribute known labels as well as designing and selling its own brand. Based in Buenos Aires, it believes there is an opportunity to capture the premium end of the market with mid to high quality products. The company is jointly owned by four principles with a mix of business and angling skills. They plan to supply retailers all over the country using their own staff and independent sales agents, and are already eyeing growth in Uruguay, Brazil and Chile. Tech Tackle began trading in September and is currently fulfilling its first orders. Distribution deals are already agreed for established brands such as St. Croix and MirrOlure from the USA. “The Argentine market has been growing for the last ten years, with lure fishing being at the forefront,” Sales Manager Pablo Gonzalez told Angling International. “Fishing tackle sales have grown and we expect this trend to continue for the next few years. “Our objective is to distribute established

“With our technical products we expect to become a major player”

Meet the owners

(from left to right) Martin Khoner Fly fisherman with guiding experience in Argentina and Chilean Patagonia. A partner with Alex Khoner in a pharmaceutical company, overseeing international logistics. Pablo Gonzalez Tournament angler and expert in bait fishing. Has 15 years’ experience in the Argentinian tackle trade, from retail to import. Juan Pablo Gozio Professional lure fisherman and Mel Kriegercertified casting instructor. Founder of the Argentine Association of Lure Fishing, he is also Gas Marketing Manager of an international oil company. Alex Khoner Lure and fly enthusiast and Mel Kriegercertified casting instructor. Also Director and Sales Manager of a pharmaceutical company and has been doing business in China, Europe and India for 20 years.

worldwide brands while at the same time competing internally with our own quality brand. “The rod and reel market represents approximately US$12 million in retail sales and as in most countries, ‘cheap, low design’ products from China dominate. This environment is pushing high value product sales and the niche of pro ﬁsherman-designed products is rising. There are around 400 retail shops in Argentina and 50 of them can market premium products.” “A few quality brands like Daiwa, Shimano and Abu Garcia are sold by multiple brand distributors to boost their sales of low-price tackle. With our technical, well

designed products and a brand portfolio we expect to capture the premium end of the market and become a major player.” Tech Tackle will source its products from China but insists it will avoid a cost-driven purchasing strategy, which would make it impossible to support its quality objectives. It will also leverage the high proﬁles of its owners to create awareness. The company’s website will include sales support material for retailers. “Phase one is to establish our products in the top 50 shops. Once the product becomes known we will then target the rest,” added Gonzalez.

EFTTA to divert more of its profits into lobbying The European Fishing Tackle Trade Association has shown its commitment to the key issues affecting the industry by dedicating half of its profits next year to lobbying efforts. Although figures can only be estimated at this stage, the decision could mean that lobbying spend in 2010 Welcome boost: EFTTA would be more than double lobbyist Jan Kappel. this year’s figure to be around €70,000. The Association took the decision at its 28

Board meeting in October, underlining its determination to ensure strong representation of its members. EFTTA lobbyist Jan Kappel, who attended the meeting, has been the influential voice of the Association on such crucial matters as the cormorant management plan and the implications of Article 47 for recreational angling. Sitting in London, the Board also agreed to allocate 15% of next year’s profits to the popular Youth Grant Scheme. Depending on the number of successful applications, this is likely to mean an increase of more than 40% on 2009, when eight youth fishing initiatives were awarded match funding grants.

Angling International December 2009

Dates for EFTTEX 2011 were also decided at the meeting, with the show taking place between June 17th and 19th. Stand bookings for the event’s return to Amsterdam for the first time in ten years will begin during next year’s EFTTEX in Valencia, Spain. Although the Valencia floorplan has only recently been released, more than 165 companies have already booked space, with more than 6,325 sqm of space sold – significantly ahead of last year’s booking figures at the same point in time. The floorplan also reveals the return of the revamped Casting Pool and Fly Fishing Village. For further EFTTA news see the ‘Trading with EFTTA’ section beginning on page 43.

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

Monoﬁl-Technik steps up its European export plans

Key product: the new Platil Pole-Pro.

s Monofil-Technik GmbH prepares to promote an exciting new line for 2010, the German company is stepping up its search for distributors in new territories. Famous for its world-known Platil brand, Monofil-Technik has identified Italy, Austria, Denmark, Finland and the UK as priority countries for new, exclusive distributors. “Italy is a big but difficult market where honest suppliers are confronted with dubious claims from other suppliers about product characteristics and composition,” said Export Sales Manager Director Dirk Sowietzki. “Austria and the UK have never been easy for Platil to find the kind of suitable long-term partner we are seeking; and Denmark is a country with a very attractive coast for fishing but where we have had little contact for too long. “In Finland our former distributor took the

unheralded decision to leave us so there is an opportunity there too. “The distributors we want to work with should not focus on quantity,” he emphasised. “We want reliable agents who will concentrate on quality with excellent service ideas. “We call them ‘Platilists’ – fans of our trademark. We have a very good example in Sweden who is doing an excellent job without selling huge figures.” Monofil-Technik has begun promoting its new Pole-Pro, a high quality, transparent line for pole fishing which is available in diameters from 0.08mm to 0.25mm and in lengths of 50 metres to 100 metres. “This very new line has unique characteristics. It is made from a special compound with a surface treatment that gives it a guaranteed high resistance combined with a smooth finish, making it extremely good for catching shy fish,” added Sowietzki. “A

Austria’s Carp Expo show attracts new exhibitors Austria’s Carp Expo has attracted lots of new exhibitors and visitors for the event on December 5th and 6th in Stockerau, says organiser Kurt Grabmayer. Representatives from Delkim and Gardner Tackle will be among the ﬁrst time exhibitors to demonstrate their products. “We always try to improve the show. The programme this year will incorporate some very new and spectacular media shows,” said Grabmayer. “The show is also a chance to meet friends from all

over the world, but most importantly of course it is an opportunity to see lots of new product for 2010.” Exhibitors will include Shimano, Chub and Greys, Carp Mirror, Eurocarp, Dragon Baits, Fox, Imperial Baits, Korda, Kryston, Nutrabaits, Trakker, Solar, Sticky Baits, Venture, Wychwood and of course Grabmayer’s own company, Aquaborne. Information on accommodation is available at ofﬁce@carp-expo.com. Further information at www.carp-expo.com.

Angling International December 2009

special process – a combination of setting and stretching directly after extrusion – is making Pole-Pro very desirable in all countries where pole ﬁshing is popular,” added Sowietzki.

Dr Paul Garner joins Dynamite Baits in UK Dr Paul Garner, one of the best known and respected ﬁgures in the UK industry, has joined the Marketing Team for Carp and Specialist at Dynamite Baits. Garner, an accomplished specimen angler and ﬁshing writer, was previously with Leeda where he spent six years in senior roles before joining Preston Innovations in January of this year to take responsibility for the Korum brand. He began his new role at the beginning of November. Dynamite Baits’ Sales and Marketing Director Pete Chandler welcomed Garner’s involvement in “many facets” of the company’s marketing activities, saying: “I have admired Paul’s work for many years and have worked closely with him in the angling press and during

his time at Leeda. Once I learned he was available I knew the opportunity was too good to miss. “With all the new exciting projects we have planned for the future, which will take us into new markets, his knowledge and experience will prove invaluable. He will be a great asset to the Dynamite Baits team.” Garner’s responsibilities will include managing the team of Dynamite Baits-sponsored carp and specialist anglers and liaising with the media. “Joining Europe’s leading bait company and helping develop their marketing programme is a wonderful opportunity for me,” he said. “Dynamite Baits has grown from strength to strength as a result of delivering an impressive product line-up, backed by the strongest marketing campaigns in the industry. Dynamite Baits truly understand the importance of brand strength in driving consumer demand.”

Tresse parfaitement ronde Glisse Extrême Aucun bruit Sans mémoire Disponible en 130M, de 10 à 30lbs, Ø 7 à 20

Perfectly round braided line Extreme sliding Totally Silencious No memory Available in 130M, from 10 to 30LBS

EXCLUSIF / EXCLUSIVE

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

COMPANIES YOU NEED TO KNOW ABOUT...

CGC Expo ﬁnds niche as the gateway to China’s retailers After just two years, the CGC Expo in Weihai has established itself as the place to break into China’s growing domestic market – and big western companies are taking note.

ehind the encouraging attendance figures reported by the CGC Expo in Weihai, it is clear this fledgling event (this was just its second year) is beginning to find its identity and a strategy for how it can best serve the angling trade. There were two significant developments this year. One is that the growing demand from Chinese consumers is influencing international businesses to a greater degree. Among this year’s exhibitors were top US brand Eagle Claw and fly tying specialists RG France. Eagle Claw’s Matthew Wilson said: “I want to

“China’s domestic market is huge and foreign companies are looking for entry points” sell hooks to Asia. China is a big market and we want to be in it. Right now the market share is small but that’s okay. We just want people to recognise the Eagle Claw brand. We will enter China through distributors.” He added: “It is our ﬁrst year at the show but from now on we will attend the Beijing and Weihai shows every year. We are now looking for lure manufacturers to sell our products as well.”

The organisers say that other foreign companies who don’t have their own factories in China have also enquired about exhibiting at CGC Expo. This increased interest from international brands has not gone unrecognised by Chinese manufacturers. Mr Zhang Lihua, of Jieshou Jianggongle Fishing Tackle, said: “China’s domestic market is huge and even foreign manufacturers are very Above: medium-sized Chinese companies make up the majority of optimistic about it. Many of them are now beginning the exhibitors. Right: a scene from the to enter this market which will surely have an impact spectacular opening ceremony. on us, but we are confident that with our quality we can compete with them.” Mr Jiang Yunbing, an exhibitor from Warson, Recognising that some companies are finding added: ”We export our products to European and trading much more difficult, CGC Expo has a clear American markets but some of our big wholesalobjective to provide these companies with a favourers from overseas are beginning to explore China’s able alternative in accessing the Chinese market. domestic market, so we can’t lag behind them.” CGC Expo represents an opportunity for internaAn alternative view came from Lou Yunqun of tional buyers to trade with small and medium-sized Dongyang Mingbo Fishing Tackle, who said: “The manufacturers which will not appear at China Fish in entry of foreign manufacturers into our domestic mar- Beijing. Being based in Weihai, the heartland of the ket will not impact on Chinese manufacturers since Chinese manufacturing industry, the show attracts our products are good quality at competitive prices.” many domestic buyers, with rods and lures high on The second significant development is that the the list of items to buy. organisers of CGC Expo are managing the evolution of their show into a credible alternative to China Fish. “After last year the positioning of the show was not clear and Following the unexpected attendance last year of some 300 we asked ‘what is CGC Expo? Is it only for domestic buyers, CGC Expo 2009 was expanded to four days, wholesalers, like EFTTEX, ICAST and China with the last two days for the domestic trade. The show area Fish, or does it have another purpose?’ said doubled to 16,000 sqm with standard booths increasCGC President Li Jiang. ing from 377 to 504 year-on-year. There were 253 “The answer is that CGC is definitely a retailer show. Going forward it will be develexhibiting companies. The 483 international buyers from oped as a platform for both domestic and 47 countries and regions was way up on 2008, as was the foreign manufacturers to trade with Chinese estimated 1,000 domestic buyers. retailers.”

Angling International December 2009

CGC Expo 2009 in numbers

WHO HAS SEALED A DEAL WITH PURE FISHING? See p34

THE INTERNATIONAL REACTION István Pál, Managing Director, Energoﬁsh

“This is a good opportunity to visit our actual suppliers and meet some new potential partners. There are matters that are impossible to discuss by mail or telephone and it was ideal to resolve these projects in a quick and efﬁcient way that could otherwise take weeks to deal with. As usual in China, the emphasis was not on stand design or presentation of products. A typical booth would be two walls with samples, three chairs and a table, but it is efﬁcient if the visitor has a clear idea of what he wants to achieve.”

Andy Howkins, General Manager, Leeda (Weihai) Representative Ofﬁce

BOO FOR THEKANNOGW INTERNATIONLING CHINA FISHAL PREVIEW Fe bruary 2010 +44 7825 999issue 230

“It was good to have an exhibition here in Weihai, which is the true heartland of the ﬁshing tackle industry and convenient for most buyers. The reality at the moment is that most suppliers hold back their new products until China Fish, Beijing, which is less than four months away. For both events to be successful, and to attract more foreign visitors, there could be a bigger time interval, or this show could try to differ to Beijing in its exhibitor format or, longer term, even aim to replace that show altogether.”

Lucas van der Geest, Holly Kudos Fishing Tackle, Weihai

“The show was bigger than last year with more foreign visitors, which resulted in many new customers. It makes sense to have the show in Weihai, the centre of the world for sportﬁshing tackle factories – and still in time for the 2010 season, which is not the case with China Fish held in February. CGC was a successful show in general and especially for us. We got the right buyers interested and convinced many of them to visit our showroom. We will attend next year.”

Left: booths in the hall are simple “but it is an efﬁcient place to do business if you have a clear idea of what you want to achieve,” says István Pál.

Want to plan for CGC 2010?

Here’s how to ﬁnd them...

Tel: +86 10 5820 4979 Fax: +86 10 5820 3100 Email: lijiang@chinaﬁsh.cn Web: www.cgcexpo.com December 2009 Angling International

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

EFTTEX line award winner unveils new high-spec range

Conﬁdent of sales: Parallelium owner Frédéric Parrier.

arallelium, the French manufacturer of high quality fishing lines, has grabbed significant market share with a wide range of products for Europe and the US in the last two years. Now owner Frédéric Parrier, an EFTTEX award-winner in 2008, has set his sights firmly on the carp market with three new products which, given the company’s impact to date, are certain to capture the attention of the industry. The high-spec lines, all available in 1,000 metre spools, have to be good news for the wholesale and retail trade, not to mention a global carp consumer community well-known for its discerning buying habits. Polyvilon Hybrid is the result of a process that molecularly bonds nylon and fluorocarbon during a double core extrusion process, resulting in a line that retains the softness and flexibility of nylon along with the strength and abrasion resistance of fluorocarbon. In addition the line is 100% waterproof, UV proof, has near zero memory and a diameter accuracy of just 2%. “Some manufacturers would have you believe that a thin coating of fluorocarbon gives you the advantage, but this only serves to waterproof the nylon,” says Parrier. “It doesn’t contribute to other performance

factors because the coating will come off very quickly.” Polyvilon Hybrid is an allpurpose line available for carp fishing in 1,000 metres at 0.30mm, 0.35mm and 0.40mm. It is also available in 250 metres from 0.20mm up to 0.50mm for fresh and saltwater. The second of the new lines, Fluorohybrid Pro FHP, is all about pure power and strength. This tournament grade product is intended to be the strongest and most powerful in its category and, says Parrier, is the best strengthto-diameter line ever made. Despite this, it is designed to provide surprising sensitivity and is near invisible under water. EFTTA approved and ISO 2062 certified, it comes in 1,000 metres at 0.335mm and 0.375mm. “This new line combines all the essential attributes that a pro angler needs,” says Parrier. “It is ideal for the high levels of performance and reliablility required in tournament fishing. Its low stretch is designed for ultra bite sensitivity and efficient hook setting. FHP is also available in different yardage and bulk from 17lb to 120lb and is ideal for techniques such as Texas rigging, Carolina rigging, flipping and pitching and drop shot rigs for big game fishing. Toughness is again a priority for Parallelium’s third new line, the FC hybrid Abrasfree X25, another tournament grade

“This new line combines all the essential attributes that a top pro angler needs” – Frédéric Parrier

product targeting enthusiasts of rock fishing, surfcasting, big game, trolling, jigging and even carp fishing in rocky venues. Extreme abrasion resistance is achieved by a triple structure technique that creates 25 times more abrasion resistance than any other line and unmatched durability. This line is also ultra soft, twist free, memory free and low vis. Available in 1,000 metres for carp fishing at 0.35mm diameter in natural colour; 300 metres for surfcasting and rock fishing at 0.30mm and 0.35mm in moss yellow; and in bulk spools for trolling and big game fishing up to 100lb at 0.30mm-1mm in natural colour. All three lines have a diameter accuracy of 2% and exceptional strength-to-diameter ratios and are all ISO 2062 certified. Contact@advancium-technologies.com. Fax: +33 478 448 637. Website: www. advancium-technologies.com

DSM Dyneema and Pure Fishing sign new global deal DSM Dyneema and Pure Fishing have announced the signing of a new global agreement that will strengthen and increase their joint commitment to the research and development, marketing and sales of high performance ﬁshing lines made with Dyneema. The announcement says that the partnership will lead to the development of premium ﬁshing lines 34

that meet and exceed the most demanding performance expectations. “Our customers can expect best-in-class superline products designed to incorporate abrasion resistance, outstanding sensitivity and unmatched strength provided by Dyneema,” said Pure Fishing’s Senior Product Manager Clay Morris.

Angling International December 2009

“This is why DSM Dyneema is an ideal partner.” Marcel Alberts, Global Sports Marketing Manager for DSM Dyneema, said: “Continuous innovation and collaboration with partners who are leaders in their ﬁeld are two of the core pillars of our business model. We are conﬁdent that joining forces with Pure Fishing will lead to even higher performing lines.”

WHAT NEXT FOR EUROPE’S SEA ANGLERS? See p43

ASA welcomes support of government task force

Encouraged: ASA CEO and President Mike Nussman.

The National Oceanic and Atmospheric Administration (NOAA) administrator voiced her support of recreational fishing when she spoke to 130 industry leaders at the American Sportfishing Association’s Annual Summit Meeting. Addressing representatives of 81 companies from the US and Canada, Jane Lubchenco, Under Secretary of Commerce for Oceans and Atmosphere, declared: “I will be your champion.” “I am committed to adopting policies that will ensure that current and future generations have the opportunity to enjoy this wonderful activity. We are responding to the concerns expressed by your leaders that we don’t pay enough attention to recreational fishing. I’m here to tell you that we do think you are important, that we will pay attention to recreational fishing and that we will work

“Dr Lubchenko has told us she will be our champion. We look forward to seeing action from those words”

for you. It is my intention to improve our relationship.” The ASA has significant concerns with the Obama administration’s management of the United States’ marine and freshwater public resources and its leaning towards preservation over conservation. Speaking of this concern at the San Diego summit, Lubchenco said: “As an active participant in the task force process, I want to assure the recreational fishing community that this concern has been heard. The task force has now received significant input from anglers across the country. I am confident that when the task force releases its final report your interests will be recognised. “I am personally committed to a national policy which recognises the importance of recreational fishing and ensures that it can continue to thrive.” ASA President and CEO Mike Nussman said the Association was encouraged by Lubchenco’s remarks. “Dr Lubchenco has told us that she will be our champion. We look forward to seeing action come from those words and to working with her.”

The ASA approved a number of motions during the Summit, including the support of the Congressional restoration of funding for lamprey control programmes in Lake Champlain and the Great Lakes; a position statement on aquaculture in the Exclusive Economic Zone; and, subject to staff review, support of the California Senate Bill SB7X1 to recognise the governance of water in the state. The ASA’s highest honour, the Norville Prosser Lifetime Achievement Award – presented for extraordinary leadership in promoting the values of sportﬁshing and cooperative approaches to conservation and recreation – was presented to Dick Pool, President of Pro-Troll Inc, a Board director and member of the government affairs committee. The Future of Fishing Award recognises individuals who have made special contributions to increasing participation in the sport and was bestowed upon Dr Bob Ditton, who passed away on October 30th. The 2010 Sportﬁshing Summit will take place at the Westin Beach Resort, Fort Lauderdale, Fla., from October 26th to 28th.

Changes at the top for Far Bank Far Bank Enterprises, the parent company of Sage Manufacturing, Redington and RIO Products International has appointed Travis Campbell (right, near) as its new President and CEO and Bruce Kirschner as its Vice Chairman. Campbell, who was previously President, will focus on the overall business management of the Far Bank group of companies, while Kirschner (formerly CEO) will build the Far Bank brand as well as creating ways to further support the company’s retail base.

Jan Harald Narum has left his position as Sales and Marketing Manager for Mustad to take up a new role outside of the ﬁshing tackle industry. Narum was with Mustad for six years but says he couldn’t resist the opportunity to become Managing Director of SEEN Nordic AS, a subsidiary of Stange Energi AS, a leading company in energy labelling of private dwellings and commercial property in Norway. His position is being advertised externally. During his time with Mustad, Harald was responsible for the company’s exports to Europe and Africa. He also developed Mustad’s distribution company in Norway, Mustad Norge, which within three years has become one of the country’s leading angling businesses with an impressive growth in turnover. “My interests and strengths have always been entrepreneurial,” said Harald. “The opportunity to build up an ambitious company like SEEN Nordic from the beginning was too tempting to refuse.”

chaoyang electrical equipment factory l l l l l l l l l

professional trolling motor manufacturer

Narum leaves Mustad

The changes are part of a transition plan leading to Kirschner’s retirement in May 2011. “It has become increasingly clear that our retailer base is a huge piece of the success puzzle,” said Campbell. “It is our mission to support and nurture those relationships and cement the Sage, Redington and RIO brands as category and industry leaders.” Far Bank Enterprises is owned by the investment company, Joshua Green, which is based in Seattle, Washington.

CHINAFI Input 12v - 24v DC SH W277 Thrust 24, 30, 40, 48, 60, 70lbs Reinforced nylon bracket Telescopic or fixed handle 5-speed forward, 3-speed reverse 2 leaf weedless propeller LED power indicator UL standard tinned wire AMP American-approved connectors

Tel +86 574 8809 9526 Fax +86 574 8846 3930 Mobile +86 1360 588 4883 E-mail sunelexe@gmail.com December 2009 Angling International

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

Why I bought Partridge… Following the acquisition of Partridge from Mustad by his company Fishing Matters, Mark Hamnett spoke exclusively to Angling International about his plans to develop the brand. The people at Mustad have said they were very impressed by your commitment to the Partridge brand during the negotiations to sell it. Why were you so determined to buy it? There were several reasons. We started out asking Mustad if we could distribute Partridge to complete our portfolio of hooks. The critical mass of the UK business would have taken us to the next step in the growth of our business. As it happened, we were informed that it was for sale and so after consideration we decided to make a bid for the company. We stated to Mustad that we did not necessarily agree with their valuation but explained our position, and after reviewing the financials during the due diligence process we agreed on a final price and have been working on the different documents to completion until the close. You must have big plans for the brand’s development? What will you do first? Relatively few big plans actually. The first 18 months will focus on the hook business – quality and continuity of supply needs to be improved and we need to earn back the loyalty of the trade. In the UK for example the trade has been starved of stock because of moving away from Pure Fishing, so our first task there will be to get stock into retail and back into the hands of fly dressers. We will build on the brand over time but will not be chasing the pack down every blind alley with ‘me-too’ products. Partridge has always been an innovator, not a follower and we will get back to this position in the not too distant future.

now aspire to. During those couple of days I realised that we are custodians of one of the world’s greatest ﬂy ﬁshing brands, which I found quite a humbling experience.

How much of an advantage is the Partridge heritage? Partridge has been around for some 130 years. That’s a great place to start from. With that kind of heritage behind us, whatever we do with the brand will be aimed at the next 130 years of business. The Tackle & Guns Show in the UK was our ﬁrst outing as the new owners of Partridge and showed to me just how powerful the brand really is and how well respected Alan Bramley was. I wish I had met him and had had the opportunity to see some of the qualities that I

The acquisition of Partridge dramatically changes the face of your business. What impact will this have on what else you do? Adding Partridge to our portfolio does several things for us. It adds critical mass and enables us to invest more consistently in brand building, but it also takes us onto the world stage where volumes and priorities are quite different. Our UK business has grown rapidly during the past 18 months.

Angling International December 2009

This can be attributed to clear focus, great brands and patience. The new business from Partridge will take us to the next level. We have already seen signiﬁcant interest from existing Partridge customers who are interested in our other brands so this is going to have a tremendously positive effect on our business. Leaving Shakespeare has been a trauma in the UK trade, however the uncertainty of Partridge ownership has also taken its toll at an international level over the past year or so. Consequently, clarity and the pent-up

“This takes us onto the world stage where volumes and priorities are quite different”

demand for product has manifested itself as tremendous enthusiasm for the new ownership. What will you stop doing? Pure Fishing (Shakespeare) effectively ‘killed off’ the tackle side of the Partridge business in the UK by unceremoniously dumping it during the 2009 season. This makes it difficult to justify the significant investment required to restore trade confidence. At this time, the game fishing market needs another new rod and reel brand like a hole in the head. I believe there is a shake out due among the tackle brands in any event – with the new wave of rods hitting the market like Sonik, Zpey and Mackenzie Spey, I am sure someone will have to get squeezed out. So, we will bide our time and return when we can be certain of success. What is the current position regarding Partridge dealers? Is there work to be done here? There is a good network of existing distributors. We will take some time to understand their markets and their needs. We can already see some markets needing attention and will be looking into those immediately to resolve issues and appoint distributors. Fishing Matters will care for the UK market and is looking for a wholesale partner to ensure that the entire market is covered.

What is your message to dealers and distributors? Partridge is back as an innovator and leader in the hooks market. We will be working with the trade and ﬁsher folk to develop new and exciting patterns. We will be supporting the trade with marketing and sales materials and will ensure that there is a high level of communication between the associates.

It is very early in your ownership, but do you have any plans for changing the product range? We will revert to our core business – hooks. The range will be rationalised to simplify it for ﬂy dressers and the trade. We have already polled customers, ﬂy dressers and opinion makers and have been given the thumbs up for our early plans. For example, the SHR pattern has been integrated into the CZ, Czech Nymph hook series and a smaller size added. Rather than losing a pattern, we have added depth to the range.

“Our first task as owners will be to get stock into retail and back into the hands of fly dressers” Does export growth come into your thinking at this stage? Of course. The brand already does a significant part of its business internationally and we see that growing as we get closer to existing partners and better understand their needs. Do you see potential for growth in the United States? I believe that there is significant growth opportunity to be had over there and we fully intend to unlock that potential. As I mentioned, this will come from better understanding local needs and aligning ourselves with market expectations.

Where will you position the brand? Partridge has always been at the top end of the scale and we fully intend to retain that positioning. In my experience, to retain that kind of position we will need to be innovative and reliable, so those cornerstones will be part of our positioning. Where do you see the brand in three to ﬁve years? It will be bigger, more robust but most importantly, I would expect us to have regained some of the dynamism of the Partridge we all knew and loved. I know that this will take us a lot of hard work and we are in this for the long haul. Contact mark@ﬁshingmatters.biz

December 2009 Angling International

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

US licence sales make biggest increase for over 30 years

he number of licence sales in the US so far in 2009 is the biggest single-year increase since the 1970s. Despite one of the worst economic downturns in memory, the number of licences sold in the seven months from January to July increased by 7.7% compared to the same period last year. There was a 7% increase in July licence sales compared to the corresponding month in 2008. Revelation of the positive data, based on information from state and wildlife agencies, follows the announcement by the American Sportfishing Association and the Recreational Boating and Fishing Foundation of the publication of a quarterly fishing licence sales index to track trends impacting on the industry and the recreational fishing community. “Not since the 1970s have we seen a single-year increase in fishing licence sales like we’ve seen so far in 2009,” said ASA President and CEO Mike Nussman. “Understanding how the needle moves in terms of sportfishing participation is important not just for the industry but for the entire outdoor recreation community. This new licence metric will provide important sales and participation information.” Frank Peterson, President and CEO of the RBFF, the organisation dedicated to increasing participation, added: “Our recent research shows that fishing is the number one gateway activity for introducing children and their families to the outdoors. We believe that national campaigns such as Take Me Fishing and state-based sportfishing marketing and direct mail are also having a positive effect.” Southwick Associates, the firm analysing the data, reveals that fishing licence sales increased at a faster rate in the first quarter of 2009 compared to the second quarter. Increases of 20% were common in

Percentage change in the number of licences sold year-to-date in 2009 compared to the same months in the previous year 25%

WHY THE NUMBERS MATTER In 2008, £720 million of excise taxes from sales of gear and motorboat fuel were distributed for fisheries management and recreational boating enhancement. In addition, fishing licence sales generated $600 million in revenue for state fish and wildlife agencies.

20% 15% 10% 5% 0%

January February March

the first quarter. However, a larger volume of sales occurred in the second quarter – the peak period for licence sales nationally – and had a greater effect on the year-to-date sales trends than first quarter sales. In general, more licences are sold during the second quarter (April-June) than any other time of the year. Peterson pointed to a slow economy, which may allow more people time to engage in outdoor activities, and to recreational fishing being a lower cost alternative to other forms of recreation as reasons for the 2009 sales increases. Nussman observed: “When the index moves by just a tenth of a point, 40,000 anglers have just entered or quit sportfishing. Considering the typical angler spends $176 a year on fishing tackle alone,

April

May

June

July

and contributes over $40 annually to conservation via licence dollars and excise taxes, a small change in the index represents big changes on the ground.” State ﬁsh and wildlife agencies reporting licence sales include Florida, Indiana, Kansas, Louisiana, Minnesota, North Carolina, New Jersey, New York, Oregon, Texas and Utah. Each was selected on its ability to provide consistent licence sales data to illustrate both a national and regional perspective. The number of reporting states is expected to increase. This is the ﬁrst in a series of planned licence sales indices, which will be released on a quarterly basis.

TakeMeFishingextendsinfluence TakeMeFishing.org is having an increasingly positive influence on fishing and boating in the US, a new survey has revealed. The website is an integral part of the Recreational Boating and Fishing Foundation’s strategy to grow participation in fishing and boating. The annual online survey of more than 1,000 site visitors confirmed that overall experience and satisfaction is at an all-time high and that the site is having a positive impact on visitors’ fishing and boating behaviours. “This shows our efforts to enhance the user’s fishing and boating experience is making a difference,” said RBFF President and CEO Frank Peterson. “It also gives us valuable insight into anglers and boaters’ needs, 38

which fuels our strategy to provide relevant and useful information that people of all ages and experience levels can use to enjoy a day on the water.” Other key findings from the survey include: More than half of visitors went fishing ten to 15 more times in the last 12 months, significantly higher than non-site visitors. Six out of ten reported that the site was influential on their past fishing and boating behaviours, with more than eight in ten planning to visit the site again. State fishing licence purchases (among visitors seeking this type of information) increased from 36.4 per cent in 2008 to 47.7 per cent in 2009. A third of respondents reported that the site

Angling International December 2009

had contributed to their likelihood to go ﬁshing in the next year. TakeMeFishing.org and its social network, Fishington, won a host of national awards in 2009. An executive summary is available on request from mknight@rbff.org.

S U P P OR T ING P R OD U C T IN NO VAT ION W OR L D W IDE

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

Feature-heavy waist-high waders from Rapala In addition to introducing a complete facelift across its breathable wader range, Rapala has unveiled a brand new concept for 2010 with its Walking Waist Waders. What the makers say: “A host of top quality features include water repellent YKK pocket zippers, XL mesh pocket bags for ventilation, an ergonomic waistband and a cushioned back to ensure comfort and shaped knees. The double lower leg has a breathable three-layer fabric and gravel guards inside; while the tough outer material guarantees abrasion resistance in the most demanding terrain. This wader will not only exceed anglers’ expectations for quality and durability, but will also impress with its contemporary design and modern look.” Business Contacts Tel: +358 50 4335687 Email: henri.eppert@rapala.ﬁ Website: www.rapala.com

Another American-made triumph for Shack Attack

Following the success of its Suzy Spin lure, Shack Attack Lures has launched the Curly Spin for 2010. This latest model is based on the very popular six-inch Curly Sue but has the added advantage of a spinner bait design. It is available in eight colours, with custom colours also available. What the makers say: “As with all Shack Attack Lures, the Curly Spin is hand-made in house using the ﬁnest quality American components, making this truly a Made in America lure. Featuring two Colorado blades for maximum vibration and the long, ﬂowing Curly Tail, you can work the lure at slow speeds if desired.”

Business Contacts Tel: +1 847 525 6677 Email: info@shackattacklures.com Website: www.shackattacklures.com

December 2009 Angling International

products you need to know about High performance breathable jacket from Aqua Sports Aqua Sport’s new breathable Softshell jacket combines the protection of a breathable outer fabric with the comfort and warmth of an inner micro-ﬂeece and is packed full of features to catch the interest of anglers. What the makers say: “The Softshell jacket is made from 100% waterproof fabric and the micro ﬂeece inner is both breathable and stretchable. There is a chest accessory pocket with water resistant zipper, hand warmer pockets and adjustable waist and cuffs.”

Business Contacts Tel: +82 51 621 6001 Email: aquaz@aquaz.co.kr Website: www.aquazﬁshing.com

Shimano Technium now extends to surf fishing... and more Once available only to the specimen angler, Shimano has now extended its Technium Lines range to spinning, surf and match fishing. All are produced using the Technium Triple construction process combined with Invisitec production, a revolutionary technique in which a solid, coloured core is wrapped with transparent outer layers and which adds the benefit of low visibility to exceptional strength. What the makers say: “Technium Triple construction guarantees superb abrasion resistance and an extremely low stretch of only 12%. Technium is finished with a super smooth coating for improved casting. Other features include UV resistance, high knot strength and low memory.” Business Contacts Tel: +31 341 272312 Email: ege@shimano-eu.com Website: www.shimano.com

An ultra-thin yet super-strong braided leader

Described as the world’s ﬁrst micro-steel braided leader, Liquid Steel from Castalia Outdoors is available in four pre-rigged conﬁgurations – snap/swivel, bait hook/swivel, rider hook/swivel and treble hook/swivel and in a variety of sizes, including bulk. It is individually packaged in up to 70lb test in convenient lengths for quick and easy tie-ons. What the makers say: “Liquid Steel is ultra-thin, yet super strong. You won’t believe its strength and abrasion properties. The German-made 1:19 steel provides ultimate durability. The lower stretch properties make for perfect sensitivity and quick hooksets.” Business Contacts Tel: +1 800 558 5541 Email: pam@castaliaoutdoors.com Website: www.castaliaoutdoors.com

Angling International December 2009

Yet more realism from Strike Pro

This new shrimp/prawn imitation represents Strike Pro’s ongoing effort to create the most realistic lures ever made. Designed to suspend at two feet, the Strike Pro Shrimp is five centimetres long and comes in eight transparent colours. It has inbuilt rattles and is fitted with Owner ST36BC trebles. What the makers say: “The Shrimp has proved deadly when fished over shallow flats, over the top of weed beds and around timber structures, where it can be held and suspended in the strike zone. It has proved deadly with bream, perch, whiting, bass and a host of other species in all waters.”

Business Contacts Tel: +46 8 761 0600 Email: lc@cwcab.com Website: www.strikepro.eu

Style and performance from Costa Del Mar

Part of Costa Del Mar’s Voyager Collection, both the Gatun and Lago sunglasses sport decorative enhancements such as inlaid stainless steel water drops and logo plaques. The Lago features a bigger eye and double-bridge frame for a classic retro look. The Gatun features a wrap frame, large ﬁtting style. Both models offer Costa 400 or 580 lens options with eight colours to choose from. Both models retail from between $149 and $249. What the makers say:“These unisex fashionable sunglasses still have the lens performance and frame ﬁt that Costa wearers expect.”

Versatile solar panels from the new Zebco Outdoor brand

Business Contacts Tel: +1 800 447 3700 Email: info@costadelmar.com Website: www.costadelmar.com

This foldable solar panel is one of a range of products launched under the new Zebco Outdoor brand. There are three sizes in the series, with RRP ranging from €64 to €198. In the largest version, the ﬂexible panels fold to 170mm by 160mm by 30mm and operate in temperatures from -40°C to 80°C. Details of other products in the Outdoor range can be found in the new Zebco Sports Europe catalogue. What the makers say: “Anglers spend long periods outdoors and need equipment which, until now, has been available only in outdoor shops. The solar panels are ideal for recharging mobiles, MP3 players and battery operated lights.” Business Contacts Tel: +49 41 8229 4334 Email: info-de@zebco-europe.com Website: www.zebco-europe.com

Rust-proof pliers with LED for extreme conditions StreamWorks Product Group’s latest offering is designed to solve problems outdoors. The new pliers feature the patented Hub-Lighta and are designed to perform in low-light and extreme environments, the beam rotating with the plier jaws so it always shines on the point you need it to. What the makers say: “This is the first product of its kind in fishing. The Hub-Lighta provides white LED, is completely sealed and uses hearing aid batteries. The rust-proof pliers are designed to last a lifetime and the tungsten carbide jaws will quickly cut cable, wire, braided line and 6x monofilament.” Business Contacts Tel: +1 209 337 3307 Toll free: +1 800 333 6304 Email: info@streamworks.com Website: www.streamworksproducts.com

9 A release clip ideal for thin line and braids

Italian company Sardamatic, already well known for its chumming machines, has added to its list of accessories with a new kind of release clip, the Quick Line, which is designed to make trolling easier. Sardamatic also includes downriggers, rod holders, ﬁghting chairs and harnesses among its product range. What the makers say: “This new clip is designed for thin lines and braid and eliminates slipping. The clip opens once a ﬁsh is hooked and the line is freed with zero friction. The release is regulated from light to heavy baits or lures and retains the last tension setting.” Business Contacts Tel: +39 80 891 0346 Email: info@sardamatic.com Website: www.sardamatic.com

GET READY FOR EXHIBITIONS Now is the time to start preparing for exhibitions. If you are planning to exhibit at trade or consumer shows in 2010, the earlier you plan, the more successful youâ&#x20AC;&#x2122;ll be.

Angling International Direct can help you... Design and produce catalogues and brochures, hassle free, on time and at a competitive price Create and deliver a marketing plan that will drive potential customers to your show stand Design and produce eye-catching stand displays that will help you launch new products and capture new business

Use Angling International Directâ&#x20AC;&#x2122;s services to give your company the best chance to generate new business from consumer and trade shows worldwide. CONTACT Phil Broughton

EMAIL phil@angling-international.com

TELEPHONE +44 1733 392 975

MOBILE + 44 7970 784 962

Angling International December 2009

EFTTA TRADING WITH

The voice of the European Tackle Trade

Catches by sea anglers ‘will not be counted against quotas’

The European Council has failed to adopt the most controversial aspects of Article 47, which means no catch declarations. “It’s a success,” says EFTTA’s lobbyist Jan Kappel. What nehxint g? ears that catches by recreational sea anglers have been welcomed, but the ministers wanted to or sea fisl report f were going to be subject to the Eurosecure a ﬁnal agreement on this regulation as it is due A specia pean quota system have receded after the to take effect from January 1st. le 47 ic t r A n o European Council adopted a ‘‘substantially “However, compared to the text we were presented

watered down” version of the controversial Article 47 proposal. A revised Control Regulation for Europe’s fisheries was adopted by the European Council in October and it includes a chapter on recreational fisheries for the very first time. It is based on the original Article 47 which was proposed a year ago by the European Commission. That original text seemed to suggest that recreational catches should be counted as part of a nation’s overall annual quota. But, says EFTTA’s lobbyist in Brussels Jan Kappel, the final version of Article 47 is far more limited in scope. He says: “The text from November 2008 – if interpreted to the limit – could have made recreational sea anglers and other recreational fishermen subject to catch declarations, log books, licences and fishing authorisations. It could also have lead to all recreational boats being registered. “Even freshwater fisheries could have been subject to Article 47 provisions if that first draft had been adopted unchanged. “This has all been watered down substantially. Article 47 is now limited in scope so that it only concerns recreational catches of species or stocks under a recovery plan. In fact, anglers can continue unaffected to fish even on a recovery stock under certain circumstances if the angling pressure is deemed to be small. “Fishing from the shore, including beaches and piers is explicitly excluded from the Regulation,” he added. Jan Kappel has taken an active role lobbying MEPs, the Commission and Council members on behalf of recreational anglers ever since Article 47 was first proposed. He added: “We tried until the last minute to have Article 47 deleted as we were not too happy with the final compromise text we had seen. More time would

with in November there is reason enough to have a sip of a glass, though not reason enough to empty the entire bottle.”

What does it all mean?

Jan Kappel explains how the decision in Brussels will actually affect recreational sea ﬁshing in the future.

You seem to suggest the decision will have very little impact on recreational ﬁshing. Will Europe’s sea anglers notice any changes at all from next year? Jan Kappel The short JAN KAPPEL is EFTTA’s answer is that if the Member lobbyist to the European States act hesitantly then Union in Brussels. recreational sea anglers won’t notice any change next year. Only anglers who used to or who wish to sell some of their catches will see a change. But they are not recreational anyway. This piece of legislation in isolation won’t require any new licences, catch or access limitations next year for the individual sea angler. For some countries there might be a need to establish a boat register and some boats to be registered if not registered already. The focus will be on charter boats, but I guess most of them are registered already one way or the other. Which other boats might need to be registered is still an open question, which might

be resolved under the ongoing negotiations on the detailed implementing rules. However, there is never a guarantee that a national Government doesn’t have some dusty plans in its drawer awaiting a politically opportune situation like this so that they can be brought to life. France was quick to ‘seize the moment’. It introduced new provisions for sea anglers last year. During pre-consultations for these changes, Article 47 was referred to as a justification for them, even though it was only a drafted text at the time. Other countries could do the same if they feel like it. The national angling organisations are aware and are ready to respond to whatever might pop up nationally. What are the issues regarding the sale of fish by recreational anglers? The sales ban takes effect from January 1st. As I see it, this ban can only be welcomed by genuine recreational anglers and other recreational fishermen as well as commercial fishermen as it addresses the grey zone of non-licensed fishermen, Continued over the page…

December 2009 Angling International

EFTTA TRADING WITH

THE VOICE OF THE EUROPE AN TACKLE TRADE

which in some places number as many as commercial fishermen. Those fishermen either have to register or stop selling their catches. Nobody should expect that this will do away with all non-licensed sales but these sales will be deemed illegal and they will be brought down in scale. Definitions are needed, however. I expect that all EU countries with a coastline – Sweden and Finland I know, for sure – are as we speak in full swing checking up on or working out definitions on recreational fisheries to be able to implement and target the sales ban. This won’t be much of a task for some countries. In Denmark, for example, both recreational anglers and other recreational fishermen and their equipment are well defined, licensed and regulated, and they are not allowed to sell their catches. Some part-timers are allowed to sell some catches under another licence scheme. National angling organisations have been briefed by EAA and are ready to engage and lobby on these new definitions nationally, to make them fit our interests. Do we fully understand the rules regarding the fishing of recovering fish stocks? The rule is that the Member States shall monitor, on the basis of a sampling plan, the catches by recreational vessels of stocks that are subject to recovery plans. But what is a ‘vessel’ in this context? We urged for this to be clarified but in vain. So whether this will be about boats with an engine, over a certain size or something else I cannot tell. I need to see the final implementing rules, which won’t be adopted for weeks or months yet. Then there is the term ‘significant impact’. What does that mean? The rule is that where a recreational

fishery is found to have a significant impact on a recovery stock, the Council of Ministers may decide to enforce specific management measures such as fishing authorisations and catch declarations. I am told that during negotiations they tried to set ‘significant impact’ at 2%, which for us would have been a disastrous and ridiculous way of solving that issue. But the idea fell when the suggested provision about quotas for recreational fisheries was deleted.

Did you fear a much worse result? Yes, until the very end there was a risk that anglers’ catches would be counted against quotas. It was part of the latest drafts we saw and not removed until the ministers met on October 20th and adopted in the ﬁnal version.

In that case, do you regard this a success for lobbying – and vindication of EFTTA’s desire to divert 50% of its future proﬁts to lobbying efforts? What stocks do these two regulations cover? Yes, this is a success in many ways. Compared to The sales ban covers all stocks. As for the other the starting point in November last year, we have regulation, there are currently recovery plans in gained a lot during the process. Also, the immense place for hake, cod, plaice, eel, sole and tuna but news coverage we generated is remarkable. This has these plans are not in place everywhere, only in all added to our political power, which we cannot certain areas. There might also be other ﬁsh listed get too much of for future battles. at a later point. However, for the time being the When early in the process the Commission focus is on sea anglers’ cod catches in certain briefed the European Parliament’s Fisheries areas. Catches of tuna are another focus, but this is Committee the message was that anglers agreed nothing new as there is a tuna management plan in with everything in Article 47 including the quotas. place, which limits anglers’ catches to one tuna per I was present and could tell the committee that this boat trip and a closure period of eight months. was not the case. At that point the Commission had only spoken with individuals representing Is this the end of the concerns around Article 47 or competition anglers. is there still a danger that sea angling could face Later I had meetings with the Commission and more regulation in the future? could tell them the recreational angling communiThere is always a danger of more regulation, good or ty’s position. If I hadn’t, all anglers’ catches – and bad, that’s why we need to be present in Brussels. not from only recovery stocks – could have been counted against quotas. Politically that is worth a lot and, of course, it’s a victory for the individual angler, who doesn’t have to bother with log books and whatever else would have – Jan Kappel, EFTTA lobbyist been needed.

“This has all added to our political power, which we cannot get too much of for future battles”

Angling International December 2009

Cash boost for youth fishing projects Eight youth fishing schemes in Europe have been allocated grants following voting at the latest EFTTA Board meeting. The following highly deserving initiatives will receive match funding under the EFTTA Youth Grant Scheme: 2009 X Pierin Pescatore Based in Italy, this project will be set up to introduce fishing to around 250 schoolboys between 10-13 years old. The funding from EFTTA to member company AKUA will provide individual fishing kits to the youngsters. International Youth Fishing Camp Taking place on the island of Prangli in the Gulf of Finland, this initiative will enable teachers and fishing guides to organise theoretical and practical lessons about fishing and nature conservation for young Estonians and Finns. The EFTTA grant will help with purchasing fishing tackle and teaching materials. Angler School Winter Here the EFTTA grant will help pay for ice fishing equipment and other material which will enable local

ﬁshing clubs in Sweden to arrange ice ﬁshing trips and teach pupils aged 10-12 about water ecology.

Woodlands Youth Initiative (Working with Worcester Angling Academy) The grant will enable Preston Innovations in the UK to introduce a Youth Angling Initiative which will bring together a wide range of participants from varying backgrounds. The grant will be used to pay for fishing tackle, bait, personal protective equipment, professional coaching and reduce the cost of peg fees. Sport Fish Junior 2010 The EFTTA grant money will be put towards printing promotional and educational material for small fishing schools that are to be set up in Vojvodina, Serbia. The children will be able to track their progress using a special diary. Leader Course for Young Anglers The EFTTA money will be used to support a course hosted by Svendsen Sport. The course will teach young anglers to fish, produce their own fishing tackle and tie flies.

Take the Kids Fishing and Get Involved The EFTTA youth grant will enable Ockert in Germany to offer training, education and books for children plus a range of fishing rods, reels and line. Young anglers are to be joined by experienced anglers, an initiative which has proved successful in the past. Environment and Fishing Youth This project in Germany will focus on educating young anglers about the importance of looking after the environment to safeguard the sport for the future. The youngsters will also be taught the arts of fly fishing and fly tying.

VenueforEFTTEX2010 BusinessReception EFTTA is pleased to announce the venue for the Business Reception at EFTTEX 2010 in Valencia, Spain. The Umbracle Terraza located in the City of Arts will provide a tropical garden setting for the dinner. The venue also turns into a nightclub at midnight so that guests are able to carry on and socialise into the early hours. The cost to attend the Business Reception is €25 per head and includes a welcome drink and appetizers, three-course meal, and wine, beer, soft drinks, tea and coffee during dinner. If you would like or 8 365 0405 further information on the Busiok at +44 20 or@eftta.com o B ness Reception or would like to Tail email Neena details on the reserve a place, please contact re o or for m ite Sally Steel at sallysteel@eftta.com isit the webs

SECURTETEX YOUR ESFPACE STAND AY! TOD show v om www.eftta.c

New recruit for the EFTTA Secretariat

Anita Pandya has joined the EFTTA Secretariat in a PR and marketing role which includes liaison with the press and producing EFTTA’s range of publications, including the EFTTEX show catalogue and other marketing material. She will also maintain the Association’s extensive international database of worldwide publications. Anita, who has a background in financial services marketing, media and PR and who holds a diploma in marketing with business and finance, will fill in for Jo Whitehall while she is on maternity leave. December 2009 Angling International

NEW NEW

Set to cause a sensation in 2010, Shimano are proud and excited to introduce front drag Baitrunners in 2500 and 4000 sizes on a premium technology platform. By mastering the diﬃcult task of producing a reliable, high performance Baitrunner in smaller sizes, these mighty mini marvels are set to succeed where other companies have previously failed. Respectively taking 160 and 260m on 0.25mm line, features include XT-7 body and rotor, diecast alu spool and spare plus Floating Shaft ll.

The revolutionary Th l ti ffrontt ddrag/small / lll size i ttechnology h l seen on tthe h h hott new B Baitrunner it DL duo is also available to a large extent - but at a lesser price - on the new 2500 and 4000 Baitrunner ST reels. XT-7 spools have respective capacities of 160 and 260m of 0.25mm line. Varispeed, Super Stopper ll plus XT-7 body and rotor are among the many advanced design features included in their precision construction speciﬁcations. Why accept imitations now that Shimano – the true and original Baitrunner makers – oﬀer such quality at such an attractive price?

w w w. s h i m a n o. co m