Angling International Magazine - January 2011 - 36 by Brave Creative

EXCLUSIVE INTERVIEWS

Strike Pro,, Savage g Gear, Boone and d SĂŠbile

January 2011 Issue 36

L S SP HO URE EC WC S I A A NOWD TO L S E MAIL 0+ E I S 0 0 , S 11 ESSEHSE N I U S U B UND T E O AR ORLD W

Essential reading for buyers in the tackle trade Online at angling-international.com PRODUCED BY TORAY INTERNATIONAL INC.

www. torayfishingline.com

europe@torayfishingline.com

GROWTH IN USA RETAIL SALES January 2011 Issue 36

Cabela’s ela’s leads the y in angling g g p26 way

L S SP HO URE E W S C W C NO D TO IAL AS MAILE 0+ E I ,00SSES S 11 E S BUSIUNND THE U ARO ORLD E W

Essential reading for buyers in the tackle trade No Now online at angling-international.com

EUROPEAN TRADE NEWS

Totectorss prepa prepares ares to enter angling g g mark market ket Conﬁden Conﬁdent nt UK boot ma maker aker has new waterproof technology p8

Ultima posts huge sales increase Focus on carp sector has paid dividends, says line maker p18

Carp Zwolle set for record attendance Holland’s leading carp show is expecting 10,000 visitors p22

Toray lines arrive in Europe

S E R U L 1 1 20 E S A C SHOW

CIAL 16-PAGE SPE

ooks h d n a s e r u l new 0 3 ear, n a G h e t g e a r v o a S M , o E r INSID ala, Sébile, Strike P n, e k o r k v l p a o S R , e f m f fro ineae L , e t de, a n a m l i a t l l e U D , , n o o r s p r Ca es, S r u L ore t e m g r d a n t a e v i C L M V , Mustad

Gruppo DP unveils its plans for the Japanese brand p34

PLUS EFTTEX OPENS WAITING

LIST FOR 2011 STAND SPACE

Members should also consider co-exhibiting and sponsorship in Amsterdam next year, says EFTTA p54

JANUARY 2011

Benvenuto,Bienvenida Bienvenue,Willkommen

elcome to Angling International’s third annual Lures Special Issue – the ultimate ‘shop window’ for distributors and dealers in that sector looking out for new products for the 2011 season. Spinners, spoons, jerkbaits, jigheads, floaters, sinkers, poppers, wobblers – you’ll find them all, and more besides, in our unique section dedicated to lures and lure manufacturers. Plus we take a look inside the market through exclusive interviews with sector pacesetters such as Savage Gear, Strike Pro, Sébile, Trophy Technologies and Boone Bait. They make interesting reading. The importance of filling orders

versus new product development; finding distributors that fit the brand; investment in new technology; the growing influence of eco-friendly products; greater emphasis on field testers over designers; the significance of an emerging young audience; more demanding consumers; and the changes in the modern marketing platform are just some of the key topics debated. The Lures Special Issue is just one of the ‘specials’ that Angling International has become renowned for, along with other issues dedicated to fishing line, carp fishing, fly fishing and of course our huge EFTTEX preview issue, which focuses on the show for which this magazine is official media partner. If you want to

know more about these issues please do not hesitate to give me a call or send me an email. But next up is our China Fish Preview in our very next issue – February. We’ll be bringing you an unrivalled preview to the big event and offering commercial packages prior to Beijing. For further information contact International Commercial Director Lucie Henton or, if you are in America or Canada, our new US National Sales Manager, Stuart Pavlik by email on stuartpavlik@aol.com or telephone 561 627 2520 direct.

Mel Bagnall mel@angling-international.com

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

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

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

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

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

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

MAGAZINE CREDITS Angling International magazine is published by Top Corner Editorial and Design Limited. 4 Milnyard Square, Bakewell Road, Orton Southgate, Peterborough Cambridgeshire, United Kingdom, PE2 6GX • International Commercial Director: Lucie Henton; lucie@angling-international.com; Tel. +44 7825 999230; Skype. lpetrickova • U.S. National Sales Manager: Stuart Pavlik; stuartpavlik@aol.com; Tel. 561-627-2520 direct; Skype. stuart.pavlik • Publishing editor: Mel Bagnall; mel@angling-international.com +44 (0)1733 392 977 • Assistant Editor: Anthony Hawkswell; anthony@angling-international.com • Editorial director: Rob Carter; rob@topcornered.co.uk • Art Director: Keely Docherty-Lee; keely@topcornered.co.uk • Designer: Kate Holt • Database Manager: Graham Goor • Colour reproduction: AT Graphics UK Ltd, Peterborough, Cambs UK •THANKS THIS ISSUE GO TO: Russ Bassdozer, Andrea Borghi, Bruno Broughton, Alyssa Carolla, Steve Clarkson, Tom Chopin, Angela Coe, Valérie Darnis, Ken Doncaster, Leah Elwell, Graham Goor, Justin Harter, Kate Holt, Jim Hutchinson, Donna Leonard, TL, Rasmus Ovesen, Laura Pugh, Linda Saunders, Cory Schmidt, Mads Skovsgaard, Chuck Smock, Pat Stinson, Joanna Topping, Liz Whatling. ● Nopartofthismagazinemaybereproducedwithoutthepermissionofthepublisher.Themagazineassumesnoresponsibilityforthesafetyofcontributions,althoughallreasonablecarewillbetaken.

January 2011 Angling International

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JARDEN: ‘ANGLING IS DRIVING OUR GROWTH’ The sector is proving resistant to the recession, say the parent company of the Pure Fishing brands.

vice-president at Pure Fishing has talked of the resilience of angling following news that the company has helped its parent, the Jarden Corporation, to post an 18.5% rise in third quarter sales. The group’s ﬁshing operations, which includes such household names as Shakespeare, Abu Garcia, Berkley and Penn, is one of the largest contributors to Jarden’s approximate $6 billion of annual sales. Pure Fishing’s Vice-president Marketing for the Americas, David

G. Lund, acknowledged the importance of its angling arm to the company’s fortunes. He said that its fishing businesses were continuing to grow year-on-year, adding: “The trends remain strong and fishing continues to perform very well within our portfolio. “In our view, fishing is a largely recessionresistant category. Regardless of the current economic environment, people still want to be outdoors participating in activities shared through generations that are fun, relaxing and relatively low cost. “Our belief – and it’s proven to be true thus far – is that consumers will continue to spend in the category in general and in specific brands that invest in meaningful new product innovation. “Jarden is a diversified consumer products company – and while we don’t break out the exact size of our fishing operations – it is one of our largest categories.” Lund said that two of the highlights

of the last 12 months for its ﬁshing operations were the launch of Berkley’s Gulp! Carp bait business in Europe and the introduction of the Abu Garcia Revo Neos spinning reel globally. He said: “Both have got off to a strong start and we expect these to be solid growth products for us in the coming year.” The Jarden Corporation, which employs over 25,000 worldwide, is a leading provider of products through its three business segments – Branded Consumables, Consumer Solutions and Outdoor Solutions, which includes its angling interests. In the three months to September 30th 2010, net sales increased to $1.6bn compared to $1.4bn for the same period last year. Over the nine months of last year, net sales were also on an upward curve – 15.4% to $4.3bn compared to $3.8bn for the previous year. Martin E. Franklin, Chairman and Chief Executive Ofﬁcer of Jarden, said that the Outdoor Solutions and Consumer Solutions sectors of the organisation led the group’s performance. He said: “Our results once again demonstrate that Jarden continues to execute well in the current macro

environment. Overall, organic sales for the quarter increased more than 7%. Notably, we achieved record segment earnings as consumers continued to turn to Jarden’s portfolio of leading brands and innovative products. “The business has performed exceptionally well in the year to date, growing in many existing categories and leveraging our brands into adjacent sectors.” “Based on current trend growths within our businesses we believe that organic growth will continue in 2011 within our 3% to 5% long-term range. “At the same time we are focusing on enhancing our margins through continuous operational improvement initiatives, new product introductions and pricing to partially offset the cost increases experienced in 2010.”

LOOP‘CONFIDENT’FORTHEFUTUREFOLLOWINGREFINANCEDEAL Swedish fly tackle manufacturer Loop has undergone a ‘reconstruction’ after cashflow problems forced it to seek help from the bank. The company’s co-founder, Christer Sjoberg, told Angling International that the firm had been refinanced and was now enjoying ‘business as usual’. “There has been some turbulence at 6

Loop which required us to come up with a debt repayment plan. We have received agreement with 95% of debtors – we required just 75% for our package to be accepted. “Now that our problems have been resolved we can look forward to the future with conﬁdence,” explained Sjoberg. “Our order books are looking healthy.

Angling International January 2011

In some countries they have never been better.” He added that Loop planned to introduce new lines in 2011, which are to be boosted by full marketing back-up – something that has been missing in the past few years. Loop Tackle has become an iconic brand globally since it was founded by

Sjoberg and Tony Karpestam in 1979. Its demise would have sent shockwaves through the industry, but Sjoberg insists there was never any possibility of the company going under. He likened the ‘reconstruction’ process to a visit to the dentist, saying: “We needed cleaning up so that we could be strong again.”

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

Totectors makes play for angling market with revolutionary boots

egendary UK boot maker Totectors is entering the angling market with a boot range which, it says, boasts new waterproof technology that is superior to Gore-Tex. The Amphibian range incorporates OutDry, Italian technology which in company tests has, says Totectors, been proved to keep leather boots far drier than boots that depend on Gore-Tex, which until now has been the waterproof technology of choice in the outdoors market. Totectors says the strong yet ﬂexible

Amphibians are ideal for carp anglers in particular, and will be introducing the boots into the UK in February before beginning searching for European distributors in the spring. Totectors, which is famous for its safety-toe work boots, is confident of success in angling, despite being a newcomer to the sector. It will rely on its core strength as an innovator in footwear stretching back more than a century and of which safety is just a small part. Company Managing Director Sid Osmany told Angling International: “We are really excited about the technology and what it offers to Britain’s three million-plus anglers. “It will become the only product on the market which I believe will offer anglers comfort, complete waterproofing and breathability in a boot without resorting to wellingtons. ”Anglers have been crying out for a product like this. We have really high hopes for it.” Totectors is sailing into unchartered waters by targeting the angling market, but Osmany said: “We are not worried about entering a new sector. At Totectors we know a thing or two about boots. At the moment most of our products go into industry and the workplace, where the technology required is of a higher standard than the market we are entering. “In terms of technology this is not a step up for us, but a step down. That is why we feel so confident. We can do this easily.

Totectors MD Sid Osmany: “We are really excited by the technology behind our launch.”

“We are venturing into a new market and as new boys we will be taking more care to make sure every step we take is right. But we know the product is right and we have complete faith in our ability to deliver.” Osmany is also supremely confident in the new OutDry technology, which meets stringent internationally-recognised independent standards. Although the technology can be licensed by other footwear manufacturers selling in Europe, Totectors has first adopter advantage and already has boots in production. It is a strong and recognised brand in the UK. And finally, with a wholly-owned manufacturing facility in India, it has the capacity to produce its new boots in high numbers while also controlling costs.

Left and below: The Amphibians use new OutDry technology, said to be an improvement on Gore-Tex.

Carp Angling World Championship seeks out sponsors The organisers of the 2011 Carp Angling World Championship (CAWC) are looking for more sponsors to join such prestigious names as Hardy & Greys. The North American-based event, which is taking place from the week beginning September 23rd, attracts more than 300 of the world’s best carp anglers and their families and friends. The venue for the Championship is the St Lawrence River, in northern New York State, where anglers from as far aﬁeld as Japan, Russia and Europe will

compete for serious prize-money. The top pay-out could be as much as $30,000 to the winning pair, with the runners-up collecting a cool $25,000. More than 100 two-person teams are expected to compete along a 30-mile course. The St Lawrence is well known for its hard-ﬁghting carp in the 30lb to 40lb range, making it a premier destination for carp anglers. As well as Hardy & Greys, current sponsors of the event include St Lawrence County Chamber of Com-

merce, BigCarpTackle. com, Enterprise rent-a-car, St Lawrence Experience and Reuben Heaton. If you would like to know more about sponsorship opportunities on offer, contact the Carp Tournament Series at PO Box 1502, Bartlesville, Oklahoma, 74005-1502 USA. Telephone: +1 918 914 2256.

ABUGARCIAYOUTHFISHINGSCHEMEHITSTHE30,000MARK An enterprising initiative from Abu Garcia has helped introduce fishing to over 30,000 schoolchildren in Sweden. The scheme, called ‘Up to 13’, offers youngsters up to that age free fishing tackle hire and a rod licence, enabling them to fish on more than 1,000 waters. 8

The initiative was introduced three years ago and has hit the 30,000 mark during the last ﬁshing season. Abu Garcia’s Jan Sjoblom said: “We are delighted by the success of ‘Up to 13’. It is a valuable scheme because it gives both children and accompanying adults the chance

Angling International January 2011

to fish and enjoy the countryside. From our point of view, it is about engaging more people in the sport of fishing. An early interest in fishing tends to set you up for a lifetime’s enjoyment of the sport.” The offer to participants is valid from May to August.

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

Angling International adds to its editorial and commercial teams

ngling International has ensured that its service to the trade will be even better following two new appointments to its editorial and commercial teams. Anthony Hawkswell, an experienced news journalist and business magazine editor, takes up the newly-created role of Assistant Editor and will work alongside Editor Mel Bagnall at the magazine’s UK ofﬁces. Says Angling International co-owner and Editorial Director Rob Carter: “This is a signiﬁcant appointment. We believe we have the best editor in trade publishing in Mel Bagnall, who has ensured that Angling International consistently delivers fair and accurate news content. Now, by adding Anthony to the team, we will be able to cover more stories from more companies, and in more depth. “In the three years since its launch, Angling International has earned a reputation for the high quality of its journalism. We feel we have earned the trust of the angling trade, now we want to repay that trust by improving our

monthly news coverage still further. Anthony’s appointment will ensure that happens.” Anthony’s arrival coincides with the appointment of Stuart Pavlik as Angling International’s new US National Sales Manager. Stuart, who is based in ofﬁces in North Palm Beach, Florida, is responsible for managing the accounts of the magazine’s current US and Canadian customers and for introducing new advertisers to the magazine and new marketing opportunities. International Commercial Director Lucie Henton will continue to manage the accounts of all advertisers outside North America. Added Rob Carter: “We are committed to improving our service to angling businesses all over the world through a combination of advertising opportunities and editorial support. Stuart will be the ﬁrst point of contact for our growing number of US and Canadian customers and Lucie will continue to offer excellent customer service to our advertisers in Europe, Asia and Australasia. “These advertisers – both old and new –

will now be able to take advantage of the improved service provided by our editorial team. I urge all customers to make every effort to get in touch with news stories and details of new products. “These new appointments mean Angling International has more capacity than ever to promote your business to the trade.”

New Assistant Editor Anthony Hawkswell

Stuart Pavlik joins as US National Sales Manager, based in Florida

● For added exposure for your brands, send your news stories and product information to the Angling International editorial team: mel@angling-international.com +44 1733 392977 anthony@angling-international.com +44 1733 392977 ● US and Canadian companies seeking new business opportunities should contact the US sales ofﬁce: stuartpavlik@aol.com; 561 627 2520 direct ● Companies in Europe, Asia and Australasia should contact the International Commercial Director: lucie@angling-international.com; +44 7825 999230

EFTTAOFFERSHELP TODISAPPOINTED EFTTEXAPPLICANTS

Those companies who fear they have missed out on exhibitor space at EFTTEX 2011 in June because the show has sold out so early have been thrown a lifeline by the organisers. EFTTA is making disappointed applicants aware of alternative ways to reach buyers at the show, including a range of sponsorship opportunities. Companies can also join an official waiting list to take advantage of any cancellations. A third option is to consider co-exhibiting with a company already booked into Amsterdam’s Rai Centre. The popularity of Amsterdam as a venue with the worldwide trade, plus the abundance of dealers in the region, has meant that all floor space had been booked eight months ahead of the show, a situation described by EFTTA as “unique”. “We know there are companies desperate still to be there so we are doing our best to accommodate them in some way,” said EFTTEX Manager Neena Tailor. “We urge people to contact us to talk about possibilities.” EFTTEX is returning to Amsterdam for the first time in ten years. For more information onEFTTEX opportunities contact neenatailor@effta.com. 10

Angling International January 2011

Savage Gear launches new website selling branded gadgets and gifts Savage Gear – the well-known predator brand from Svendsen Sport – has launched a website selling gadgets made especially for anglers. Visitors to the online shop can customise and design their own products or choose products designed by artist Tommy Kinnerup. The company says that gearbazaar.com offers ﬁshermen a whole range of ﬁshing souvenirs,

including personalised canvas prints, T-shirts, mugs and mousemats. It adds that its internet business will appeal to Savage Gear anglers worldwide and that the gadgets make ideal presents for family and friends. For more information on Savage Gear and its products visit www.savage-gear.com and to see the new website log onto www.gearbazaar.com.

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Tubeology looks beyond Europe

ubeology, the UK fly fishing innovator, has added partners in two more countries to bring its international presence to 19 marketplaces. As the company announced deals in Iceland and Malta, Ann Kitchener, who owns the company with husband Andy, looked ahead to a ‘significant’ 2011 where targets will include Russia and America. Aside from Japan, Tubeology’s exposure is focused on Scandinavia and Europe, but the company intends to change that in the coming 12 months. “We are actively looking

Successful partners: Ann Kitchener and husband Andy.

at opportunities further afield and 2011 will be a significant year,” Ann told Angling International. The latest companies to jump onto the Tubeology bandwagon are Gone Fishing, of Hveragerdi, Iceland, and the Pirotta Fishing Centre in Malta. Gone Fishing has signed an exclusive distributorship deal after approaching Tubeology last year. Added Ann: “They contacted us thanks to the marketing initiatives we have been involved in and the events we have attended. They liked our products and the plans we had for the future. “For our own part, we were blown away by their enthusiasm and passion. It was an ideal fit. “Gone Fishing will be taking our products to dealers across the country. Icelanders love their angling and we have no doubt they will love our products.” Ann said that talks started with Charles Pirotta, owner of the family-run Pirotta Fishing Centre, when he visited EFTTEX in Valencia last year. The company is based in Gziro, on the Maltese coastline, and has a history stretching back over 64 years.

DICK’SSPORTINGGOODS TODOUBLEITSNETWORK OFSTORESINTHEUSA Dick’s Sporting Goods, America’s largest listed sports goods retailer with 437 stores in 42 states, has announced plans to more than double its network. This is despite seeing its third quarter profits fall by 11% as the cost of shutting down 12 of its underperforming Galaxy Golf stores bit into takings. For the quarter ending October 30th, Dick’s – for which fishing tackle represents a significant business – posted a profit of $16.9m, down from $18.9m as a result of the closures. However, Edward W Stack, Chairman and CEO, said: “We are increasingly optimistic about our future growth opportunities, including the potential to more than double our network of Dick’s Sporting Goods stores.” The company, headquartered in New York, reported a sharply improved performance in recent quarters, benefitting from the opening of 18 new Dick’s stores, the remodelling of 11 and relocation of one. It said that online shopping revenue has increased 82.4% from a year ago and sales from stores opened for at least a year have risen by 5.1%. As a result it has also has upgraded its forecast for fourth quarter profits.

Angling International January 2011

Said Ann: “Charles came to see us because he thought our products would be a great match for his customers. Their shops are right on the beach so they will be selling a lot of our sea and ﬂy ﬁshing components.” Call +44 203 174 3305, email ann@ tubeology.net or visit www.tubeology.net.

Platypus wins race to distribute Ardent products in Australia Platypus Fishing Lines has been appointed the sole distributor for Ardent Outdoors products in Australia – following a story in Angling International. Platypus Managing MD Stewart McPherson: Director Stewart Delighted to secure deal. McPherson revealed that his company made contact with the US company after seeing its products advertised in the magazine. He said: “We approached them to see if they had representation in Australia and, although they had a few interested parties,

we managed to convince them we could do best with their unique cleaning system and reels.” McPherson said that initially his company would be concentrating on Ardent’s reel care range. He added: “The unique cleaning system will appeal to anglers who have a few middle to top end reels. They can use these products to maintain all of them.” Platypus has already started advertising in some local magazines and getting the products into the hands of trade editors and writers. ● Platypus is looking for European distributors for its products. Interested parties should contact McPherson at smcpherson@ﬁshplatypus.com.au.

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Fish Guangzhou widens appeal

he 2nd Guangzhou International Fishing Fair – Fish Guangzhou 2011 – will be taking place in Asia’s largest exhibition hall. The China Import and Export Fair Pazhou Complex, in Guangzhou, the third largest city in China, will play host to the event from March 3rd to 5th. Last year’s event attracted companies in 133 booths across 2,500 sqm of the exhibition hall and attracted the likes of Shimano, Rapala, PrecisionPak and Casini. An event spokesperson said: “Fish Guangzhou 2011 is dedicated to creating the most inﬂuential ﬁshing tackle trade platform in Asia. The mission of our event is to help thousands of foreign enterprises to develop in China and for domestic businesses to explore overseas opportunities. “Fish Guangzhou 2011 will be encouraging international exchange programmes and co-operation between overseas and Chinese companies to promote the develop-

ment of the global fishing tackle industry.” The show is expected to appeal to all levels of agents, dealers, importers, exporters and distributors of fishing tackle as well large-scale fishing organisations and chainstore retailers. It is run alongside the World Fishing Conference 2011 where industry experts will be discussing industry trends and standards. The event will also feature the 1st International Casting Tournament in which experts will be competing in flycasting and lure casting disciplines. The competition is also open to visitors. On the first day the doors open at 10am and close at 5pm, with the event starting at 9am and finishing at 5pm on day two. On the third and last day it opens at 9am and closes at 2pm. Fish Guangzhou is organized by Guangzhou Grandeur (Hong Wei) Exhibition Services: +86 20 283 14758; sales3@grandeurhk.com; www.guangzhoufish.com.

Angling International January 2011

Main image and insets: the show is designed to attract trade ﬁgures as well as buyers from the retail sector.

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Carp Italy to defy recession Italy’s growing number of specialist anglers will be descending on the country’s biggest carp show next month. Carp Italy will open its doors for the 13th time on February 5th and 6th at the Fiera Millenaria, in Gonzaga in north west Italy’s Lombardy region. Last year the show attracted 75 exhibitors and, despite the country being gripped by a severe ﬁnancial downturn, organisers expect a similar number this time round. Visitor numbers increased by

around 10% to nearly 12,000 last year to establish the event as one of the biggest annual exhibitions of carp and cat ﬁshing in Europe. Carp Italy predominantly attracts exhibitors from the host nation, although top manufacturers like Nash Tackle and Fox International add a more global ﬂavour. The doors open at 8.30am and close at 6pm on both days. For more information call the Carp Italy infoline on +39 037658098.

Gordon Robertson, Vice President of the ASA.

Jagd & Hund fair adds second outdoor event Germany’s popular consumer fair for hunters and anglers, Jagd & Hund, is going ‘al fresco’. As well as running its annual event at Messe Westfalenhallen in Dortmund from February 1st to 6th this year, the organisers are staging an outdoor show in July. Jagd & Hund Open Air takes place from July 1st to 3rd at Eggeringhausen Castle, in Anrochte/Mellrich, Germany, and follows the success of the ‘mother exhibition’, which celebrates its 30th anniversary this year. Stefan Baumann, Managing Director of Messe Westfalenhallen, said: “The new outdoor exhibition allows exhibitors to showcase their ﬁshing and hunting-related goods in exactly 16

Angling International January 2011

the environment for which they were intended. “The ﬁelds, streams and lakes provide the optimal backdrop for an open air show.” Next month’s Jagd & Hund has already surpassed last year’s exhibitor numbers. The angling part of the show is housed in Hall 5 where there is a large lake habitat and aquarium. There will also be numerous demonstrations and talks on different ﬁshing techniques alongside the stands of exhibitors. Open to both the public and trade, the show takes place from 10am to 6pm on each of its six days. For more information on the event, visit the website at www.westfalenhalle.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

Ultima posts huge sales increase

ltima, the UK line maker, has posted a recession-busting 31% rise in sales over the last year, but its Managing Director Henry Aitken has admitted: “We are bucking the trend.” The company has defied the world economic crisis in revealing the huge increase for the year ended September 30th 2010. Aitken said Ultima was reaping the rewards of a marketing and promotional campaign implemented three years ago. But he added: “It is hard out there. General trading conditions are not easy.” Aitken voiced particular concerns over the future of his home market and added: “I have genuine fears for the trade in the UK. “When a big name like Bennetts of Sheffield collapses you have to be worried. I can see other companies going out of business in the next year or so. I would not be surprised to see anyone go. “In the UK we have around 1,250 retail customers and we lose one or two a month. That trend, unfortunately, will continue. “There has been a fundamental sea change in the angling market and the downward trend in match and pleasure fishing is going to impact heavily on the industry. These sectors have been declining for 20 years. “Young people are not coming into the sport,” he added, “and the age

profile of the regular angler is getting older by the day. “It is a worrying trend. The match circuit is not what it was. It has almost disappeared completely in the south of England and elsewhere competitions that used to attract a 100 or so anglers are lucky now to get 20 or 30.” Aitken said that the downward spiral became clear long ago and was one of the factors which influenced Ultima’s change of focus to the buoyant carp sector. He said: “Carp fishing has been good for us and what we have done in the UK has been replicated in Holland, Belgium and eastern Europe.” The company’s sponsorship of the World Carp Classic has been pivotal to Ultima’s expansion into the emerging eastern European market. Aitken said: “The event – plus our high profile team of anglers – has raised the awareness of Ultima tremendously. “Now we are expanding into the carp markets of Italy and Germany and further afield we have established bases in Australia, New Zealand and South Africa. In Australia we have just renegotiated an expanded range.” The company also made its first foray into the American market last year when it opened up an office in Corpus Christi, Texas, and it is now starting to recruit agents to work alongside and attract independent retailers. Eventually, Aitken revealed, Ultima will be looking to attract the country’s mega-retailers, including the likes of Cabela’s and Bass Pro. But he conceded: “It will be a slow evolution and will be done step by step. It is a complicated market, but we feel confident that Ultima can make an impact out there because the competition is limited. “The market is dominated by Berkley, which is far and away the number one, but after that the only other major players are the likes of Sufix and PowerPro. Smart strategist: MD Henry Aitken has targeted the European carp sector for growth.

Angling International January 2011

“Our specialist and unique products will give us an entry point into the market and from there we will introduce our complete range.” Aitken revealed that over the next ﬁve years Ultima would be concentrating on the internet to grow its sales worldwide. He said: “We have introduced a long-term internet marketing plan. “We can only grow markets globally through the internet. Other more traditional ways of breaking new ground are not sustainable. “We are looking to launch satellite sites around the world. We already have them up and running in countries like America, Australia and Holland and we are currently building ones for New Zealand, South Africa, Italy and Germany. Plans are also afoot to do the same in Spain and France. “By linking up with local markets we will be able to increase the awareness of our brands and then back that up with a media marketing and promotional campaigns.” While the company has an ambitious long-term plan in place, Aitken expects a tough year in 2011, although he is conﬁdent that Ultima can repeat last year’s successful performance.

Aitken: “Line Charter will not work without legislation” Henry Aitken has called for government legislation to help stamp out the inaccurate labelling of ﬁshing lines. Speaking about the EFTTA Line Charter, launched to eradicate the misleading practice, Aitken said the initiative would not get rid of the problem because it “has no sanctions and no teeth”. Aitken, who was involved in discussions about false claims on line products a decade ago and who ﬁve years later wrote a 60-page report on the issue, said: “The industry is up against people who are blatantly misleading the consumer for their own personal gain, but until government legislation is introduced they will keep getting away with it. “The EFTTA Line Charter has no affect on the lawbreakers and does not mean anything to the end user.” But in an open letter to EFTTA members at the launch of the Line Charter campaign, EFTTA President Pierangelo Zanetta said the Association should resist government intervention. He wrote: “By doing this (mislabelling line packaging), we risk having rules imposed by the authorities without consultation. They could impose zero tolerances, which would make selling line impossible.” And Association CEO Jean-Claude Bel maintains that the growing number of companies joining the charter is increasing pressure on those who have not yet done so, insisting that EFTTA will not cease in its efforts to expose “line cheats”. ● New line charter logo revealed – see page 55.

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Striped bass restrictions upheld

ust days after a plan to ban lead in fishing tackle was thrown out, the American tackle industry received another boost when three attempts to increase commercial fishing quotas for striped bass in Atlantic coastal waters were rejected. The Atlantic States Marine Fisheries Commission (ASMFC), which represents 15 coastal states from Maine to Florida, voted to keep the current commercial and recreational harvest as it is for the next two years. Earlier this year the ASMFC announced a management plan for striped bass which Gordon Robertson: “We included relaxing fishapplaud the decision.” ing restrictions, raising the quota by 50%. However, at a meeting last month the board voted to reject the increase. Subsequent attempts to reduce it by 30% and then 10% also failed. The vote comes amid concerns Vindicated: RFA Executive

about the striped bass population which is predicted to decline steadily over the next few years. Vice-president of the American Sportfishing Association (ASA) Gordon Robertson welcomed the decision. He said: “The sportfishing industry applauds the commission’s decision. After months of deliberation, state managers have voted on the side of sound science and conservation, protecting this important fishery from over-harvesting and a potential repeat of the collapse of striped bass stocks in the 1980s.” In 2007 President George W Bush declared gamefish status for striped bass and barred commercial fishing for the species in federal waters. Despite that status, striped bass have become subject to significant poaching, coupled with a record decline in the numbers of menhaden – an important prey species for striped bass. Robertson added: “The proposal to increase quotas shocked and angered anglers from the outset. Atlantic striped bass stocks are being threatened on several different fronts – in addition to illegal fishing, more than 70% of stocks are infected with the deadly disease, mycobacteriosis, in the Chesapeake Bay, the stock’s primary spawning ground. “Any increase in commercial fishing

Director Jim Donofrio.

For Fishing adds demo pool A product-demonstration pool will take centre stage at For Fishing – billed as the largest exhibition for anglers and the industry in eastern Europe. The festival, which was launched last year, takes place from March 24th to 27th at the Letnany Exhibition Centre in Prague, Czech Republic. Exhibition creator and director Martin Chmelik said that the introduction of the 16x9m pool gives the festival a unique appeal. He told Angling International: “We will be able to offer exhibitors the chance to show off their products in a working environment – something that has never taken place at a fishing show in Europe. It will make our festival unique. “We will be testing products, including rods, reels, wobblers, float suits, inflatable boats, motors and boilies.” The demonstrations will also be screened 20

live on a large television screen. The show was set up by Chmelik with the support of the Czech Anglerss Union and proved popular last year. Its success has been founded on its ability to appeal not only to the trade but also to ordinary ﬁshermen and their families. Chmelik said that he hoped more than 30,000 people would attend the three-day event and that he expected to attract over 100 exhibitors representing around 250 brands. “For the business-to-business interests there will be company presentations and forums, while international anglers, including Leon Hoogendijk, Ray Dale Smith and Max Nollert, will be popular draws for visiting ﬁshermen.” For more information on the show contact Martin Chmelik at Chmelik@abf.cz.

Angling International January 2011

pressure in state waters could lead to a collapse for the economically and recreationally important ﬁshery.” Jim Donofrio, Executive Director of the Recreational Fishing Alliance (RFA), added his support to the ASFMC decision. He commented: “We said all along that there was no need for any increase in either the commercial or recreational sector – not when there are so many questions with regard to the illegal and unreported harvest we know is taking place in federal waters.” RFA Managing Director Jim Hutchinson Jr with a striped bass.

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Angling International January 2011

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Carp Zwolle sells out early

he Carp Zwolle show has sold out earlier than ever before in its 16-year history. And the organisers are also looking to break the 10,000 visitor barrier for the ﬁrst time when the event opens its doors next month. “We lost a couple of dealers but have been able to replace them with manufacturers and wholesalers, which is something really special and makes

Chasing records: Carp Zwolle organiser Mick Paine.

the show even stronger,” organiser Mick Paine told Angling International. “This is ﬁve to six weeks earlier than we would normally sell out.” With around 97 exhibitors signed up for the weekend of February 5th and 6th, the show is now hoping to break attendance records as well. It came tantalisingly close last year when

9,500 visitors came through the doors of the Ijsselhallen complex in the Dutch city of Zwolle for the biggest event so far. “It would be terrific if we could attract 10,000 this time round,” added Paine. “I thought we might do it last year when we got 5,200 in on the first day, but it was not to be. But it is definitely achievable this year.” The show has come a long way since its inception in 1993 when it attracted 18 exhibitors and 2,100 visitors. The headline act making a welcome re-appearance after a five-year absence is Daiwa UK. Paine said: “With Daiwa here we have all the major names in the carp industry. Companies have realised that they just cannot afford not to be here.” The show will this year be officially known as Carp Zwolle after being known as the Dutch Carp Fishing Show since its launch. Paine explained: “I was not going to do it for a couple of years. But then there was an unfounded rumour that the halls in Zwolle were going to be knocked down. This helps refute that and also shows our intent to stay where we are and grow on our success.” For further information contact mickpaine@carpzwolle.nl.

Full ﬂoor: the show has grown so that 10,000 visitors is a real possibility this year. January 2011 Angling International

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UK trade: Tackle & Guns Show now ‘clearly more international’

K trade show Tackle & Guns is hailing its latest event as the most international to date. The organisers report that more than 30 countries were represented by both exhibitors and visitors and say that the show is “now being hailed as a truly international trade event.” The show says that it hosted 136 exhibitors, and more than 700 retail outlets attended over two days at Stoneleigh, Warwickshire. The international presence contributed to what the organisers claim is a record attendance for the event, which was launched in 2000 and is, they say, becoming more international each year. UK business Tubeology was among those exhibitors to enjoy a successful show. “We did see more international visitors this year,” said co-owner Ann Kitchener. “In fact within a few minutes of each other we had our Irish, French, Ukrainian and Czech distributors eating cake and drinking champagne on our stand!” Leeda Marketing Manager Nic Brown believes this year’s Tackle & Guns was his company’s most successful yet. “We did speak with a number of European distributors and retailers this year, certainly more

Shaun Stenton of Ultra Floats picked up a new deal for Benelux.

Hardy & Greys MD Richard Sanderson saw signs of a more international show.

than last year. I guess the Euro rate is having an impact,” he said. Shaun Stenton, Managing Director of Ultra Floats, told Angling International: “There were deﬁnitely European visitors around the show. The weak pound is good for British manufacturers and the Europeans are taking full advantage, though there’s more to it than price. We found some key accounts and picked up a key distributor in the Benelux region. I’m left feeling upbeat.” Gregg Holloway of Hopkins and Holloway didn’t take a stand last year but reported a good show this year. “I think we will follow the lead of some other companies and exhibit every other year,” he said. “Yes, there were a few more international visitors, both exhibiting and visiting, but it is still mainly a domestic show.” Richard Sanderson, Managing Director, Hardy & Greys, said: “We had a brilliant show. Very similar to what we experienced at IFTD. It was down to new product we have in the carp and coarse markets. The highlight was the Prodigy carp range, the response to which was fantastic. It’s been a tough year for the trade but you can’t sit back – you have to redouble your efforts and energy. “More international? Yes, no question. It is

driven primarily by the UK being the centre of global activity for carp ﬁshing. The international presence was from continental Europe rather than the US or Asia.” The organisers of T&G launched an international trade show in Amsterdam in 2009 in opposition to EFTTEX, but it failed to attract large numbers of retailers and was cancelled the following year after failing to secure enough exhibitors. They now appear to see Tackle & Guns as their best option for building an international event. However, Sanderson repudiated suggestions that the show might be a growing threat to EFTTEX. “They are two completely different shows. EFTTEX is primarily for international distributors and dealers who are able to go when the show is in their regional market,” he explained. “What exhibitors show at Stoneleigh is quite minimal in the context of their whole range and very down-weighted compared to the presence they have at EFTTEX. The show doesn’t have an international presence in that sense. Shimano didn’t exhibit at T&G and Pure Fishing had a very small presence. “EFTTEX is a unique showcase opportunity. EFTTEX and ICAST are the two shows of global signiﬁcance.”

eN International launches catalogue of its lure range

The latest catalogue from lure company eN International is packed with products that combine Japanese quality with the efﬁciency of Chinese production and service. The result, says the Hong Kong ﬁrm, is a revolution in the world of lure manufacture, with a wide a range of premium quality lures at affordable prices.

Following exhaustive research into the workings of Japanese factories, the company’s Usami brand has incorporated Japanese moulds and paints with American plastics and French and Japanese hooks in their production processes, under a stringent quality control regime.

“Our mission is to occupy a competitive retail price position in the market that allows more and more anglers to enjoy ﬁshing with high quality lures,” says Lydia Leite. “Our advertisement in Angling International is sourcing distributors for us and we are talking with businesses from all over the world.”

Usami provides OEM, ODM and OBM services and is looking to appoint distributors worldwide. The catalogue is now available online, with a printed version being released in February 2011. For further information onthe company contact Lydia.usami@gmail.com or visit www.usamilure.co.jp.

STRIKEPROTODISTRIBUTESKIPPYFISHLURES CWC/Strike Pro Europe has struck up a working partnership with SkippyFish Bait Company of the USA. It has signed a contract to become the sole agent and distributor for SkippyFish lures in Sweden, Finland, Denmark and Norway. Lou Consoli (left), owner of SkippyFish, said: “Leif Collin, from Strike Pro, approached us at ICAST last year and said he was very interested in marketing our lures. “He told us he liked the ‘uniqueness’ of the product and that he together with some members of his pro staff team had ﬁshed with 24

Angling International January 2011

Skippyfish lures and been very successful with them on the water. “I liked the aggressive marketing plans the company had in place for the products and I am convinced they will do well there. “In Scandinavia they do a lot of vertical jigging for zander and the profile, look and feel of our lures is a wonderful presentation for that type of fishing. “Already anglers over there are enjoying success with Skippyfish products and the company has just shipped out a large consignment of lures to Scandinavia.”

January 2011 Angling International

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Cabela’s leads US retail recovery

s the US basked in its latest betterthan-expected sales figures, three of the country’s giant store chains returned more than encouraging third quarter results. Retail expenditure across the country for November showed a 6% rise for the month – considerably better than analyst estimates of 3.7%. Cabela’s, Big 5 Sporting Goods and Hibbett Sports – all major sellers of fishing tackle – backed up evidence of confidence in the economy slowly recovering by delivering increased sales figures. Cabela’s, headquartered in Sidney, Nebraska, led the quartet with a 15% upsurge in operating income to $36.6 million compared to $31.9 million in the third quarter of 2009.

Its Chief Executive Officer, Tommy Millner, said: “In the third quarter we were very pleased with the significant improvements in gross and operating margins.” Cabela’s is the largest direct marketer in the world and Millner said that as a result of its improved profitability it has been able to make additional investment in that side of the business. He added: “We mailed additional catalogues and increased circulation, further building our market position and heightening our brand awareness and loyalty. “In our retail stores, in preparation for the holiday season, we hired additional employees to ensure we built on our industry-leading customer services. “This is the sixth consecutive quarter of improvement in retail segment profitability,” said Millner, who added that he was confident Cabela’s could deliver double-digit growth for the current financial year. More customers meant more net sales for Big 5 Sporting Goods, which counts angling as a significant part of its business. The company, which is based in El Segundo, California, reported that net sales increased to $231.8 million compared to $231.6 million for the third quarter of 2009. For the 39 weeks ended October 3rd 2010, nets sales were up to Blue skies ahead: Cabela’s believes doubledigit growth is possible this financial year.

$670.1 million compared to $657.9 million for the same period in 2009. “The third quarter represented another solid financial performance,” said Steven G. Miller, the company Chairman, President and Chief Executive. “We produced positive same store sales over each month of the period and benefited from increased customer traffic.” During the quarter, the company opened three new stores to bring its portfolio to 391 retail outlets. In the fourth quarter it expects to open another four and relocate three. ● Dick’s Sporting Goods to double network – page 12.

NUMBER CRUNCHER Third quarter ﬁgures at a glance. CABELA’S

• Operating income up 15% to $36.6m ($31.9m 2009) • Operating margins up to 5.7% (5.1% 2009) • Net income up 5% to $19.7m ($18.8m 2009) • Retail store revenue up 6% to $369m • Like-for-like store sales up 2.4%

BIG 5 SPORTING GOODS

• Net sales up to $231.8m ($231.6m 2009) • Like-for-like store sales up 2% • Gross profit down to $77.4m ($78.5m 2009) * • Net sales for 39 weeks to October 3rd 2010 up to $670.1m ($657.9m 2009) • Like-for-like sales for 39 weeks to October 3rd, 2010 up 1.3% * Due to calendar shift to a 52-week fiscal year in 2010 from 53-week fiscal year in 2009.

Northland uses digital imaging technology to create its most ultra-realistic lures to date

Minnesota company Northland Fishing Tackle has adopted cloning techniques to design its latest range of lures. Using advanced digital-imaging technology to replicate live preyﬁsh to perfection, it has launched an entirely new range of ultrarealistic lures, known as Live-Forage Baits. The range is said to match the baitﬁsh hatch and mimic ‘young of the year’ min26

now fry to fool even the most elusive and wary predators. “The Live-Forage Baits are the culmination of two years of intensive research, design and testing and the use of digitalimaging technology,” said pro angler and lure designer John Peterson. “Due to these technological advances, we are delighted to offer anglers the op-

Angling International January 2011

portunity to fish this new replica series of lifelike, natural ‘high definition’ lures.” The emerging line-up of Live Forage baits include the Fish Fry Minnow Jig, the Fish Fry Minnow Spoon, Fish Fry Minnow Trap and the Moxie Minnow. For further information call +1 218 751 6723, email norfish@northlandtackle.com or visit www.northlandtackle.com.

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“You can’t design a top selling lure if you are not a real ﬁsherman”

Why does Patrick Sébile spend so much time ﬁshing? Because the age of the designer lure is over, he says. “Today, anglers will only buy products that work.”

ew lure companies in the world are more admired for their innovative qualities than Sébile. Founded by inventive Frenchman Patrick Sébile, the company has rapidly built a global business, headquartered in the US, and made a habit of winning major awards for its products. This year alone, Sébile has captured an amazing eight top accolades at worldwide shows. So what is it that has made the brand so popular worldwide? For Patrick Sébile himself there is no mystery. Meeting customer needs is at the heart of the Sébile philosophy – and he has a warning for

what he believes is a changing tackle industry. “The market where you were simply able to sell a product by saying it is new or ingenious for its own sake; that market is dying,” he says. “There is a major economic slowdown right now and anglers are becoming more educated. They don’t want to and can no longer afford to buy tackle that they’ll try once or twice, only for it to prove disappointing and sit unused in the bottom of their tackle box. “Anglers want products that work. That’s why good tackle companies are not hiring designers but hiring people who have a deep knowledge of the ﬁshing world. It helps with the company’s

“I design my lures to solve speciﬁc problems. That’s why Sébile has had such an impact in just ﬁve years.”

Angling International January 2011

WHAT ELSE DOES IT TAKE TO WIN IN THE LURES MARKET? See p38

credibility and I believe we at Sébile are credible because we speak from real knowledge, because we are real fishermen, and know how to create the right lures for specific situations around the world. “The time when it was possible to sell something just because it was shaped like a fish with a hook on it and painted a fancy colour is gone. The shopkeeper has to sell something that is really genuine if he wants to survive. He has to safeguard the customer relationship and meet his customers’ needs. He can no longer sell something which is not bona fide. That market is gone, and I don’t see it ever coming back. “Only the best will stay alive. It will no longer be good for companies to make cheap and for shopkeepers to sell cheap. The customer today will reject entire brands and will stop shopping where his purchases prove disappointing, but he will stay loyal to the brands and shops that offer something that is really genuine, and that’s where Sébile products can help the shopkeeper.” Staying in touch with fish and fishermen is a crucial part of the Sébile development process. And while Patrick Sébile is the envy of anglers the world over for his constant travels to some of the planet’s best waters, he insists that only by personally encountering and resolving real fishing situations and problems can he create products that actually work for the consumer. “The key point of the innovation process is not to innovate for its own sake, but to create a solution for a particular need,” he continued. “Every time I design a lure the idea comes to me in different ways – but there is always a clear goal in my mind. “It could be something to help fishing in a specific situation. For example, finding a solution for a hardbait to go through trees in the water. In this case, we found the Flatt Shad Snagless does that best of all, with very little risk of snagging. In my mind it offers a revolution in hardbaits. “At other times, the creative force will be driven by the need to improve a technique. For example, many topwater stick baits need to be worked fast. I’ve watched baitfish around the world when they are right on top of the water and they move very slowly when not being chased. Members of the sea herring or menhaden family, such as the bonga off Africa, exemplify this behaviour. “So that’s why I wanted a topwater stick bait that can move a lot of water when worked slow. That’s what drove me to create the specific shape of the Bonga Minnow, with its uncommonly big head and thin tapered tail. “Research and innovation is essential but it is most effective when combined with a clear goal for the lure designer to focus on. I believe deeply that designing my lures to meet these specific goals is a big part of why the Sébile brand has had such an impact since we launched five years ago.”

SEBILE’S SIX OF THE BEST FOR 2011 The new Vibrato jig. Fishing with it is effortless, says Patrick Sébile.

Vibrato Not a traditional jig and not a spoon, the Vibrato is a design unique unto itself. Many people have quit the jigging scene because it is so tiring fishing with jigs of 4oz or more, but fishing with the Vibrato is effortless. Available in sizes from 14g to 300g, it emits powerful vibrations with even the smallest movement of the rod tip and there is constant action on the fall. It is incredible for bottombouncing for zander and walleye and perfect for ice fishing. A hook on both ends doubles the chances of hooking a fish and it can be cast and retrieved like a crankbait and even trolled.

Flatt Shad Snagless “This lure enables the angler to cast into any kind of brush, rocks or other snags,” says Patrick Sébile. “Most lures will have problems in soft stringy vegetation, but the Flatt Shad Snagless is the only hard bait I know that comes through every other kind of snaggy situation. It can even be used as a ﬂipping jig, a popular method in the US, and for catching bass in Spain. It’s incredible.”

A.T. Worm Available in ﬂoating and sinking models and three sizes, this is the ‘go to’ worm for any situation. The unique design – a hollow body with slots under the belly and in the nose – allows the angler to use any kind of typical rigging as well as a few specialist rigging techniques. Says Sébile: “Dealers in Europe and Russia should note that it’s perfect for rigging with one hook in the tail with a jig head at the front for vertical jigging for zander. We sell a lot in these regions for that reason. Using the A.T. Worm with Sebile’s Soft Weight System is very good for pike and other predators in shallow water.”

CranksterSRShallowRunner The Crankster SR50 and 65 are shallow-running cranks that cast really long distances very accurately, thanks to the free-moving tungsten bead inside.Says Sébile: “I have designed the lip angle to keep the bait just below the surface down to half a metre deep. The specific depth can be fine-tuned at different retrieve speeds. It is especially useful for the shore angler because it casts so far, floats when paused, and rides over or deflects off most snags.”

Shallow Spoon “The age-old problem with a small lure is often that it does not cast well and doesn’t have a strong enough hook to hold big ﬁsh,” explains Sébile. “My solution is the Shallow Spoon, which can swim just under the surface or in shallow water and has a wonderful rocking action when ﬁshed on the drop in deeper water. More than just a lure, it is a wonderful jig head when used with a supple soft plastic or natural bait like a shiner, worm or strip of squid or pork rind.”

Flats Jighead “This is my solution for fishing shallow flats where the problem is using a light jig head with pinpoint accuracy, even though it maybe really windy. The flat front face creates a lot of water resistance to slow the sink rate and provides lift on the retrieve, which means you can use a heavier than usual jig for longer casting yet keep it off the bottom. The lure has a high centre of gravity that imparts an unstable alluring movement. The hook is 20% stronger than on any comparable jig because ordinary hooks can fail when using braid and hooking big, powerful fish.”

Left: the Flatt Shad Snagless. Right: A.T. Worms.

Want to talk to Sébile? Here’s how to ﬁnd them...

Tel: +1 325 437 8103 Email: marketing@sebile.com Web: www.sebile.com January 2011 Angling International

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RESEARCH FIRM:‘OUR SURVEYS CAN HELP YOU BREAK INTO USA’ For 20 years Southwick Associates has been helping US tackle companies reﬁne their sales strategies by supplying them with valuable market research. Now it is targeting international businesses with the same service. “We can help them succeed in the US market,” says conﬁdent owner Rob Southwick.

ngling may be a mature industry, with many brands having a long and distinguished history of meeting consumer needs, but when it comes to market research information, the global Rob Southwick: “We are industry is widely regarded as well positioned to help angling comp being seriously under-served. Much of the intelligence available today is either too shallow, out of date, not sufﬁciently targeted to be of any real use or simply based on a response level that is not large enough to be representative. And while many companies will of course conduct their own studies to assist product development or will analyse competitor performance, good professionally-conducted research remains a rare resource. Or at least it did. That situation is rapidly changing with the continued emergence of Southwick Associates, a US company whose mission is to serve private ﬁshing and hunting companies, By state, the percentage of anglers that responded to the September survey by Southwick Associates (see opposite).

“We specialise in explaining the business trends and the economics related to sport fishing in the USA.” fisheries and wildlife management agencies and sportsman’s organisations. Established 20 years ago, Southwick Associates has become a vital part of the fabric of the US industry. It tracks monthly changes in angler participation and purchases and supplies information that customers can use to understand trends, develop products and form market strategies. The company’s comprehensive data covers both freshwater and saltwater fishing, and it has this year published its first mid-year fly fishing market summary, with the end-of-year report due out soon. And now it is ready to offer its services and expertise further afield, assisting overseas companies in establishing and/or growing their business in the US. “We have been mistakenly perceived in some quarters as a numbers factory, but that is just a by-product of what we really do,” explains owner Rob Southwick, himself a keen angler. “What we actually do is specialise in explaining the business trends, patterns and economics related to sport fishing, hunting and outdoor recreation in the United States. “We’ve also done a large amount of work with The Billfish Foundation helping other countries identify how to increase tourism from North American anglers and have worked on how to increase imports and exports of fishing and boating supplies to and from the US market. “We are well positioned to help angling companies outside of the US to understand the US market and to advise on how to market their products.”

Angling International January 2011

Southwick Associates’ service is nothing if not comprehensive. The Florida-based company can help companies outside of the US understand any of the following: ● The size and characteristics of specific niches in the US market. ● The market share for brands already in the US market. ● How much customers typically spend per purchase of a specific product. ● The percentage of sales by type of retail stores, per product category. ● The types of product used by type of fishing (by species, freshwater vs saltwater and by region). ● The combinations of features and prices that would help companies maximise their US sales. ● The media (traditional and online) used by US anglers to learn about new products or new fishing opportunities. ● US market trends that will help or hinder sales. And it doesn’t stop there. Southwick explains that Southwick Associates helps both long established and new businesses to identify their own market share and produces intelligence to help them better understand who their customers are, to identify their competitors’ customers and to better identify new market and product opportunities. “We can also do research work to indicate if new product ideas will be accepted by American anglers in which part of the market and if the pricing is right,” he adds. Southwick Associates’ credentials are supported by an impressive list of US fishing tackle companies that includes Pure Fishing, Plano and Shimano. It also has a long business relationship with the American Sportfishing Association, whose member companies enjoy a 15% discount on all the company’s services.

WHAT ARE THE BEST NEW LURES FOR 2011? See p37

A TYPICAL MONTHLY REPORT COMPILED BY SOUTHWICK ASSOCIATES Over half of all the anglers who bought tackle in the USA during the month of September 2010 bought lures, according to AnglerSurvey.com, the monthly report from Southwick Associates. Lures were bought by 58.4% of the anglers who responded to the survey, which represented a 0.1% increase on the same period last year. During 2010 so far, Southwick said that 61.1% of anglers purchased lures. The ﬁgures are compiled from responses by the AnglerSurvey.com’s online consumer panel. They include purchases of more than one tackle item by anglers. Of those anglers that bought lures, 51% said they purchased soft baits with Zoom the top brand – accounting for purchases made by 16% of the anglers. Strike King took 19% of the hard bait market and also

Lures were the most popular tackle items in September.

topped the spinner bait sales with 45% for the month. The second most popular category during September was terminal tackle, which was bought by 40.3% of anglers. Coincidentally, the ﬁgure is exactly the same – 40.3% – for the year to date. In third place in the buying stakes came, unsurpris-

ingly, fishing line – not including fly line – which was purchased by 20.5% of anglers during the month – down from 31.8% for the same period last year. The most popular freshwater species targeted in September were largemouth or spotted bass with over half – 50.8% –of respondents fishing for the species, although this was 7% down on last year. Carp, steelhead, salmon and trout are among those species more sought after than last year. Redfish, red drum and channel bass were the favourite quarry for saltwater anglers (24.8%). Freshwater fishing proved the most popular in the USA with 55% of anglers taking part, while 14% were involved in saltwater activities. The preferred method of both freshwater(77%) and saltwater (68%) fishing was with artificial baits.

The percentage of US anglers that bought different items of tackle in September 2009 and 2010 Fishing apparel ..............................................................................

3.1% 4.7%

Combo (Rod/Reel) ............................................................................ Fishing electronics (GPS, sonar, ﬁsh ﬁnders) ...............................

0.9% 1.7%

Fly fishing tackle .......................................................................... Ice fishing equipment ................................................................. Fishing line – not fly fishing ......................................................

0.7% 0.7%

8.7% 8.4%

■ Sept 2010 ■ Sept 2009

9.5% 7.1% 20.5%

Lure – not fly fishing ................................................................... Rod – not fly fishing .................................................................... Terminal tackle (hook, sinker, swivel, rig, bobber, leader) ................. Other fishing equipment ............................................................

Those that did not purchase anything ...................................

58.4% 58.3%

9% 12.6% 7.1% 12.2%

Reel – not ﬂy ﬁshing ....................................................................

(tackle box, landing nets, bait buckets, aerators, cast nets, scales, grips, measuring devices, knives, hook sharpeners, removers, pliers, stringers)

31.8%

40.3% 43.3%

17.5% 16.4% 2.3% 2.3%

The preferences of anglers who bought ﬁshing lures in September 2009 and 2010

HARD BAIT

42.9% Sept 2010 40.2% Sept 2009

SOFT BAIT

51.1% Sept 2010 45.1% Sept 2009

*Responses are based on multiple tackle purchases by anglers, which means the total can exceed 100%

SPINNER BAIT

DOUGH BAIT

29.5% Sept 2010 17% Sept 2009

5.5% Sept 2010 3.2% Sept 2009

OTHER

JIG

6.8% Sept 2010 5.5% Sept 2009

27.7% Sept 2010 15.7% Sept 2009

Want to talk to Southwick Associates? Here’s how to ﬁnd them...

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

SPECIAL FE ATURE

COMPANIES YOU NEED TO KNOW ABOUT...

SAVAGE PLANNING FOR ‘NEXT BIG LEAP’ IN LURES SECTOR What next for lures? Here, Savage Gear’s chief developer Mads Grosell reveals how, in the future, niche marketing will combine with radical designs to drive sales.

Mads, you are at the forefront of lure design, one of angling’s most dynamic sectors. What changes have you observed in the global lure market in recent years? It has been one fantastic ride, hasn’t it? Modern, big lure fishing for pike took off spectacularly in our region over five years ago. Also, Rapala’s Storm lures changed the face of soft lures, with cool looking products that any angler could pick up and use. Specialist lure angling, like modern vertical soft lure fishing for perch and zander in the Benelux region, has evolved and spread across Europe. And now big lure fishing in saltwater is opening up a totally new and fresh lure market for us all to develop. The ‘Japanese’ trend of highly specialised lures is based on superb quality and designs. Then there’s the ‘hard swimbait’ trend – heavily supported by ourselves, with many catch reports, articles and videos on Youtube. Do you see significant changes in consumer trends and demands? If so, how are you reacting to them? It is important to keep surprising consumers with new ideas that can improve catch-rates and create new styles of exciting and fun fishing. The lure scene has become very consumer-driven with blogs, Youtube and Facebook communities creating new trends and fast-changing fashions. We need to keep up to promote our brands and products in this ever-changing community using different media platforms. Modern lure fishing is here to stay, but it will never remain the same. What is the next ‘big leap’ for lure manufacture or has invention been largely exhausted? It is difficult to come up with anything totally different. Many patterns were invented years ago – neither sliders, or gliders (big one-piece jerkbaits) are really new, they are just reintroduced and heavily promoted. However, the ‘hard swimbait’ has captivated the lure market. It is nice and refreshing – and 32

our 4Play Hardlure series is now a household name that will stay around. Also, the ‘inside paint’ tube shad is an area that has not been fully exploited. It is still not fully explored – more on that in forthcoming issues of Angling International! Our VMS – vivid movement system – is another new concept that really brings life to a lure. I believe a new big leap could be around the corner – but I guess we should not reveal our inner thoughts on that... Is it true to say that Savage Gear has identiﬁed a younger, adventure-driven market sector with its products and marketing techniques? We have certainly gained a large following of aspiring anglers by making the sport of lure angling more appealing to them. We look at the current street style skaters and snowboarders and endeavour to make the Savage Gear brand cool, attractive and genuine value for money. You appear to have differentiated your marketing approach by exploring new routes to market. What’s your thinking on how the market is evolving? The modern marketing platform is changing almost weekly and we need to take an active part in new social cyber networking, blogging and websites while at the same time not forgetting the printed press. We have a very easy and active approach to our marketing and we work daily and constantly to make consumers and customers aware of our products’ great catch-rates. In a way, you could say we have created our own active marketing platform by sharing our development and ﬁeld-testing with the public. How will Savage Gear excite distributors, retailers and consumers in 2011? Our range is now broader than ever and our move into small and even micro lures along with high quality spinners will increase our market share.Our sea bass and saltwater lures have already

Angling International January 2011

Savage Gear’s Soft 4Play lures (left) and Giant Herring Cutbaits for saltwater ﬁshing (bottom of page).

attracted newcomers to the brand and the new gadget shop – www.gearbazaar.com – will come with an inshop display range that will strengthen the marketing and branding of the product even more. We have a great working Facebook site and the new ﬁshing videos and DVDs will be a good encouragement to youngsters to choose Savage Gear. The lure sector appears to have become increasingly competitive in recent years. Has this made innovation and product development more challenging for Savage Gear? For us, competition is great. It keeps us on our toes and the fact that we often come out as the ‘chosen one’ makes us proud and encourages us to strive for more and to keep surprising the market. Honestly, we really know and love our ﬁshing and the ‘book’ is crammed full of ideas – we just have to release them in the right place and at the right time. It is no secret that the lure market is full of imitations. How do you deal with this? By making quality products that are hard to copy.

HOW DO YOU JOIN THE WAITING LIST FOR EFTTEX? See p54

Imitations will not survive in the market. There is no short cut to success – you need to bring some innovation, improvement or reinvention to existing lure styles to really make it. You need to have a feeling and knowledge of what you do or it will not stay on the market for long. An example of this is Mepps spinners. They are still one of the strongest spinner brands on the market even though thousands of copies have been made over the years. You appear to put your trust in fishing instinct and field-testing rather more than technology and new materials. You once said you have avoided being a desktop angler. Is this still your philosophy? Oh yes, and it will be for as long as I am part of this trade. If you do not know your fishing, you cannot understand your product or the full potential of a product. As long as you always have that excitement

and that ability to be excited about the process of making a good fishing lure even better, you can actually make this rub off on the sales team, the customers and eventually the product. Details matters – only by fishing and fishing regularly, will you truly know and feel this. Savage Gear already has an excellent brand reputation, good products and a strong distribution network. So where will future sales growth come? By maintaining the product range and our ‘cult’ branding and pushing the barriers of traditional lure fishing. We still have markets to enter and plenty of room to grow. Is Savage Gear focusing on any particular countries for sales growth in the next 12 months? We are covered in the EU, but we are following inquiries and leads from Australia, South Africa and

South America. On the product side, sea ﬁshing is an important area. We have incredible products lined up. Our traditional pike freaks are in for some pleasant surprises and salmonoids will have a hard time with more trout and salmon lures on the way! What about America? You have product there, but is there a strategy to grow your business further in a country where lure ﬁshing is huge? The potential is huge, but so is the risk. We have daily enquires from US anglers and we have some outlets, but to go in seriously we need a strong, well established partner, who knows the USA market inside -out. Just now we are thriving on the great success of our home market and are building on the strength of the brand. Of course we dream, one day, to be part of the US lure circus – what lure angling fanatic and designer wouldn’t.

“Imitations will not survive in the lures market. There is no short cut to success.”

Main image: Mads Grosell with a pike caught on a Soft 4Play lure. Above: Savage Gear 4Play 95mm lures.

Want to talk to Savage Gear? Here’s how to ﬁnd them...

Tel: +45 46 19 19 13 Email: info@svendsen-sport.com Web: www.svendsen-sport.com Facebook: www.facebook.com/savagegear January 2011 Angling International

SPECIAL FE ATURE

zCOMPANIES YOU NEED TO KNOW ABOUT...

Toray lines arrive in Europe

The largest supplier of monoﬁlaments in Japan is now looking further aﬁeld, with the support of long-term partner Gruppo DP.

sk any successful manufacturer about the most important factors in their business, and most will underline the importance of strong partnerships to achieving sustainable growth. Italian line company Gruppo DP is no exception, quickly pointing to its long association with Japanese company Toray. “In 1941 Toray started production of fishing line and is now the largest supplier of monofilament fishing lines in Japan, offering nylon, fluorocarbon and braided products,” says Gruppo DP’s Sales Director Nicola Dagnino. “The philosophy behind every Toray product is to achieve a balance of technical characteristics to enable anglers to catch more fish. “Making monofilaments stronger is not the right solution. Toray develops its lines by carefully balancing softness, memory, sensitivity and durability and then adding specific characteristics to make each product unique. “Toray is also a braid specialist and has more than 15 different types of braid in its catalogue, all with very special coatings and high tech construction.” “We have recently started to distribute Toray in Europe, mainly in the Black-bass/lure fishing market and in pole fishing. But their huge range of almost 100 lines covers all fishing techniques with new generation fishing lines. We see strong future growth in the carp market and we also plan to introduce a new line in heavy diameters from 40mm to 200mm for trolling and big game.”

Looking ahead, Dagnino explains that, with the new Toray lines reaching the market at much more competitive prices, Gruppo DP is expecting sales growth from all its existing markets and is confident it will soon have a complete network of distributors. Japan’s reputation for leading edge technology is, he says, a strong selling point, with Gruppo often finding that a genuine Japanese product cuts through some of the confusion surrounding the line market. “A big name like Toray is a guarantee of success for both the distributor and retailer,” he adds. So, given that fishing lines have improved tremendously in the last decade, is there scope for further advances from the Toray brand? Dagnino has no doubt: “Toray manufactures some of its own raw materials, so it can control the whole process and use its exclusive technology to continue to improve its products. Toray products will always be different to other fishing lines. “Fluorocarbon is a good example of Toray’s advanced technology. Generally it is a stiff leader material, but Toray has succeeded in diversifying fluorocarbon into a huge range with very different features like softness, elongation and abrasion resistance, to an extent that some of these lines look like nylon but are 100% fluorocarbon.”

And what of the high proﬁle issue of accurate line labelling, currently the subject of a campaign by EFTTA? “As a leader in quality, Toray declares accurate values for both diameter and breaking strength on its labels,” Dagnino asserts. “This is another strong selling point that a distinguished brand such as this should offer.”

KATSUTAKA IMAE A pro staff of more than 30 anglers makes a vital contribution to Toray’s new product development process – and none is better known than Katsutaka Imae, the winner of many major titles at the Japan Bass Professional Association Tournament (JB), the country’s largest competition. Katsutaka Imae has been ofﬁcially sponsored by Toray for 20 years and is considered by many to be Japan’s number one angler. His many achievements include JB Bass Angler of the Year 1989, 1990 and 1992; JB Super Bass Classic winner 1996 and 1998; Basser All Star Classic winner 1991 and 1992; JB Champion of Champions winner 2003; JB World Series champion 2001 and 2004; JB Elite 5 champion 2005 (elected by the public).

Left: Champion angler Katsutaka Imae is pivotal to the Toray success story.

Want to know more about Toray? Here’s how to ﬁnd them...

Email: europe@torayﬁshingline.com Web: www.torayﬁshingline.com

Angling International January 2011

T S U M U O Y S E LUR IN2011 STOCK creations e th l a e v e r r to e lure sec th in ext year. s r n to y a r v o o it r n r in te r g u in o Lead sales in y e iv r d l il w e v e li they be

2011 LURES L ATE ST RELE A SE S • INNOVATION

HOW TO SURVIVE IN THE GLOBAL LURES MARKET Competition is ﬁerce, so what does it take to survive – and thrive – in today’s lure market? The price of entry is not prohibitive, but to succeed takes much more than a good idea and ﬁnancial muscle. As part of the Angling International Lures Special, three specialists explain what has kept them at the forefront of the sector.

PETER FOLEY “Delivery will always be key” As owner of Boone, the US lure and terminal tackle company, Peter Foley is certain of one thing – you are only as good as your ability to supply.

TheVETERAN

PETERFOLEY

he middle class slams the brakes on spending’ was the stark headline in The Wall Street Journal towards the end of last year. It reported that Americans in the middle fifth of the population shelled out 3.9% less in 2009 than the previous year – the steepest decline in spending since records began. It is a severe statistic that resonates with the retail and manufacturing industries across the USA. The world is in recession and no one is isolated from the fierce financial storm – not even Uncle Sam. However, despite the current economic climate, Boone, the Florida-based saltwater brand that celebrated its 60th anniversary last year, has managed to buck the trend and actually increase its business during the downturn. With owner Peter Foley at the helm, along with his daughter, TL, the company has sailed through choppy waters. Peter told Angling International: “Everyone is holding onto their cash right now and that Wall Street Journal headline summed up the mood of the people. “Therefore the ability of our company to fill inventories quickly is that much more of an asset.”

TheINNOVATOR

KRISREIBEL

TheAWARD-WINNER

LEIFCOLLIN

Angling International

He said: “In November last year we added four new customers – two in the United States – and our efficiency in promptly filling orders helped us to get these accounts. “In this environment a small selection of new products is important, but being able to fill 100% of orders is much more vital.” Foley is proud of the fact that the company is renowned for shipping on time with very high fill rates. “We are a great company to work with because we offer a worldwide saltwater brand of quality products at a competitive price and have the ability to ship large or small orders quickly. We pride ourselves in delivering an excellent product with superior service.” Foley is also convinced of the benefits of getting the company message across and has been an enthusiastic supporter of the EFTTEX and ICAST trade shows. Indeed, Boone is one of only two companies – alongside Mustad – that has a perfect attendance at EFTTEX. Foley said: “I think consistency at trade shows is perhaps the single most important thing a company can do for its brand. I am proud of our record at EFTTEX and our 59 appearances at ICAST have got to be close to the best-ever attendance at that particular exhibition too. “I love to tell people that if you don’t go to a show nothing good can happen to you because you are not present. But, by attending, you only need one good positive lead and the show pays for itself.” Boone will be at EFTTEX in Amsterdam in June, reinforcing its strong pedigree and showing off its new products for 2011. Foley revealed that the company is working on a new improved crimping tool and looking at re-launching some 100% wood plugs and an assortment of rigs for the Pacific, North West and Alaskan markets. He added: “We have also upgraded our entire line of insulated fish bags, making them with a larger valve. We have improved the sewing and heat sealing and made the overall material much stronger as well.” Many US companies now invest heavily in pro staffers to help develop their products, but Boone has not totally embraced this particular marketing device. Foley said: “In selected areas we use them, but we put a lot of emphasis on specific tournaments that suit our product needs and where we participate over a long period of time.”

2011 LURES L ATE ST RELE A SE S • INNOVATION

Boone already ships to more than 65 countries, mainly through its network of distributors or in smaller countries through large retailers, but is keen to build even further on the solid base that over 60 years in business has garnered. Foley said: “Boone has always maintained a quality product at competitive prices and that – backed up with a ﬁrst-class service – has been the cornerstone of our success.”

KRIS REIBEL “We launch often to beat copyists” The best lure companies are the ones with the best ideas, says Kris Reibel of Trophy Technologies. Keep introducing innovations and you will leave copyists trailing in your wake.

n the summer of 2010 you earmarked Europe as the key battleground. Is it a battle you are winning? Absolutely. We feel we are winning on two fronts. One is in getting exclusive distributor partners that are a good fit for our dominant brands. The other is in watching existing brands constantly choosing to copy our designs. Overall, we see a continued acceptance of our strategy to provide worldclass, award-winning products, working in exclusive territories with a fantastic margin for the trade. Following your acquisition of Castaic last year, what will be the long-term impact of this brand on the lures market? Castaic is a world renowned, innovative brand with real history. Yes, it has had its ups and downs – due to being under-capitalised for much of the time – but the problems were not as evident in the EU or international marketplaces. Much of the credit for that must go to international distributors who stocked larger inventories than desired. We have worked hard to get internal inventories in shape to handle our largest customers directly out of stock rather than having them wait to fill. Additionally, investment into new Castaic product has been substantial. In our first year we have introduced seven new product ranges and

one new category, Suprerbraid. When you add the tooling and the stock of many colours and types, you have an idea of our commitment to Castaic. What are the remaining priority territories for you? We are looking to add customers in the Pacific Rim and South America and looking at what trade shows we need to be at to support those markets. What is your criteria for a good distributor partner? One that can best understand the brand and the selling proposition. The best customers are those that constantly challenge us to create products relevant to their region in order to maximise sales. This can mean a new range or maybe a new size or colour pattern. In some cases we do not need to adapt the products at all. In this case, we focus the first year’s energy on marketing and sales. Is your strategy for localised lures working? Yes and no. We do not always get the largest customer in a specific territory, but rather one that is down the ladder a rung or two. That is good for us because that company is hungry and will put serious effort behind growing sales of our ‘localised’ brands. This returns our investment in the form of a stable, long-term relationship. On the other hand, the larger customers don’t want to spend the time and effort to localise our lures, preferring to take a set product range to the entire world and place all their effort into marketing and sales. This works to maximise the customer’s sales specific to their territory and reduces their time investment. However, this style leaves us dramatically exposed to inventory risks perhaps based on rosy sales forecasts. Do you plan to continue with your strategy to produce new product every month? We remain committed to the strategy. We find we are serving different markets, categories and species, so overall it is not too hard to do. Each new product takes a little longer to introduce than a year or two ago simply due to making sure it gets completed at an even higher quality level than we were previously capable of. Has the increasingly competitive nature of the lure sector made innovation more important? It is one thing to design a new lure shape and entirely another to use new manufacturing techniques and materials. So we are constantly investing in the latter to stay ahead. Advancements include 3D modelling at all stages of the design and tooling process, allowing us to see difficult-to-execute features in the beginning and make the appropriate engineering changes or decide on a re-design. Advancements in coatings have

The Rock Hard Baby Bass from Castaic.

also been huge in the last ten years. We get excited when we can use a variety of both new manufacturing techniques and new materials to achieve a new product. What are some of the new products you have in store for 2011? The Reaction Strike ‘Live’ series of Revolution Shads, Bluegills and Crankbaits uses a mixture of both handpainting and 3D printing to create the most realistic lure ﬁnish on the market today. Castaic’s Jerky J Hardcore series of crankbaits for sea bass feature an internal multi-tungsten weight transfer mechanism; and the Castaic RockHard 4-inch lures feature four different bodies in 13 different colour patterns. These lures include the Castaic Tri-Claw hook system and various other patents. Where does your emphasis lie in terms of future expansion? We plan to continue full throttle with an organic growth split about 75/25 between existing products and new product introductions. We will continue to seek acquisitions and are working on several at the moment. However, we have found valuation very tricky, particularly when a one-time hit brand has experienced years of falling sales. Commonsense dictates a go-slow approach to allow thorough analysis of the potential transaction. For example, in 2010, we decided against a couple of acquisitions just prior to ICAST but the knowledge gained by both parties was of real value. Where would you place yourselves in terms of the global lure hierarchy right now? We know we are competitive on a global basis. That’s easy to say but hard to execute. To be competitive in key world markets is a feat in itself. We see ourselves doing business in more markets while deepening our presence in markets we are already in. We expect 2011 to a great breakout year in the North American and EU/Asian markets and look forward to becoming established in South America as well.

LEIF COLLIN “Keep modifying to stay ahead”

Despite success at EFTTEX and a surge of interest in Australia, Strike Pro is in no mood to rest on its laurels. You have to build on your success, says Leif Collin. “We are where we are because we innovate constantly.”

trike Pro has announced plans to exclude lead as a weight from all of its new plastic lures. The news comes just weeks after another attempt has been made by conservationists in America to ban lead in

Angling International January 2011

Vertical Jerkbait a hybrid irresistible to pike, zander and more

Leif Collin’s colleagues Steven Tsai and Stefan Trumstedt celebrate the company’s win in the Soft Lure category at the 2010 EFTTEX Awards.

fishing tackle in the United States (see Angling International December 2010 issue). One of the first beneficiaries of the company’s new ‘eco-friendly’ approach will be its award-winning range of Reaction Baits lures. Strike Pro scooped the Best New Soft Lure Award at EFTTEX 2010 in Valencia for the range – one of two prizes it won at the show. And following its ‘huge success’ in Australia, Strike Pro Europe/CWC Managing Director Leif Collin said that the company is now planning improvements to its technology-busting innovation. Collin said: “Reaction Baits has been a huge success in Australia and we are working on some modifications so it will fit into other markets.” He explained the company would be replacing lead with brass or stainless steel and added: “It is more expensive, but we at Strike Pro feel it is important to use the right materials for nature. “We may even try to take lead out of our older lures, but the cost of changing the moulds is high so it will have to be done step by step.” Strike Pro’s Reaction range was developed in Australia and New Zealand and features a new generation of biodegradeable, eco-friendly, but highly durable softbaits. The baits are the result of many years of scientific research and feature Pheromone Fusion – a natural technology that promotes aggressive fish behaviour through a lingering scent trail. Based in Taiwan, Strike Pro has been a lure manufacturer and exporter since 1973 and now produces

over 500 models in 4,000 different colours. During more than 30 years it has established itself as a world brand and Collin said the company is determined to maintain its global standing through continued product development. He explained: “We develop all new lures ourselves through our amazing team of fishermen worldwide. With them – and the enormous knowledge of the President, Michael Tsai, when it comes to new developments – we have managed to stay at the forefront of lure design. “Strike Pro has a history of innovation. We were one of the first companies to create lures and also played a major part in the way predator fishing has changed. An example of that was the Buster Jerk series which was one of the first hard, plastic jerkbaits to hit the market.” The popular lure industry is full of imitations and copyright infringers and Strike Pro has been a regular victim of the copycats. Collin said: “We see a lot of our products being copied. The Buster Jerk is a really good example of this. “However, we genuinely believe that by developing our own lures our product is going to be superior to any copy. An imitation is always going to be second to the original. “Many companies copy, but we believe it can harm a manufacturer’s own brand and image. For us, original products will always be best and we will continue to aggressively market them. “And in cases where we see blatant patent breaches, we will take action.”

The Jiggy Junior vertical jerkbait is a hybrid creation combining the qualities of a vertical jig and a jerkbait and is, says manufacturer Innovative Lures, irresistible for even the largest pike. The sinking hardbait rests at a 45-degree angle and upon retrieval has a slight side-to-side action. It is perfect for vertical jigging, casting, deep ﬁshing, trolling and jerkbait action. It measures 14cm long and is available in 70g and 80g models and in four true colour variants. The JIGGY Jr proved equally effective for pike, zander and other species during ﬁeld tests. This premium quality hard lure will be introduced into stores across Europe in 2011, of offering business partnerss the opportunity to share in its success. ccess.

● Contact Tel: +45 30 13 9591 Email: marc.melgaard@innovativelures.com Web: www.verticaljerkbait.com

Storm adds a kick to popular Live Series After the success of its original Live Series, Storm has taken the concept one step further with the Live Kickin’ Shad. The lipless Live Kickin’ Shad has a natural body shape and colour patterns to imitate natural baitﬁsh. It also boasts a lifelike swimming action thanks to its segmented body. For the 2011 season, Storm is launching three lipless swimbaits into the Live Kickin’ family – Live Kickin’ Perch, Live Kickin’ Pike and Live Kickin’ Minnow. They all imitate their respective baitﬁsh in body shape, colour and swimming action. All the lures are lightweight, yet durable thanks to their three-layer internal mesh construction.

● Contact Tel: +358 9 7562 540 Email: info@rapala.com Web: www.stormlures.com

January 2011 Angling International

Angling International January 2011

2011 LURES L ATE ST RELE A SE S • INNOVATION

Sébile aims for distance with its new Fast Cast Sébile’s Fast Cast is all about achieving maximum distance. Compared to any lure of similar weight, the Fast Cast will reach distant, fast-moving fish when other lures fall short. Its heavy metal body makes it not only the longest-casting but also the longest-lasting lure when targeting toothy critters; and its action and casting distance are not compromised by the use of a wire leader. When fish are deep, just let it sink, says Sébile. The Fast Cast has an erratic swimming motion, using various speeds, reeling steady or working with twitches, pulls and pauses. It comes in seven sizes from 14g to 300g to cover most fishing situations in fresh or saltwater.

● Contact Tel: + 1 325 437 8103 Email: marketing@sebile.com Web: www.sebile.com

The heavy metal Fast Cast range is designed for long casts and erratic action.

BIOS unveils I-FISH lures for pike ﬁshing

Sweden is one of the top destinations for piking and to answer the country’s demand for better pike fishing lures, BIOS AB has introduced its I-FISH range. The hard, plastic lures have been developed by anglers with the best knowledge of pike fishing in Europe and are compatible with any kind of equipment, including jerk rods or common spinning rods and multiplier or fixed spool reels. BIOS says that the lures are easy to use and ensure big fish in the boat. ● Contact Tel: + 46 280 44100 Email: pw@bios.se Web: www.bios.se

McCoy set to deliver a spinnerbait revolution Deadly combination: the IMA range combines beauty with strength.

Enticing IMA lures have UK in their sights The IMA Komono 2 ﬁshes just below the surface, creating an enticing wake and rolling action thanks to its innovative lip design. It can also be made to ‘gurgle’ and ‘pop’ at the surface, which can prove to be a highly productive technique for all predators. The lures have an aesthetic quality that is unrivalled. The holographic effects and ﬂashing plate provide an incredible visual presence. Distributed in the UK by Top Water Lures, the Japanese IMA range is hugely innovative and seriously robust. ● Contact Tel: + 44 161 9421011 Website: www.topwaterlures.co.uk

Email: info@topwaterlures.co.uk

McCoy Fishing Line says that the unique ‘V’ design – with retractable arms – on its V-Twin Spinnerbait has revolutionised spinnerbaits. Unlike most double blade spinners on the market, the ‘V’ design allows each blade to rotate on its own arm, delivering twice the vibration and performance of a single-arm bait. Opposing blades deliver true running, deadly double-blade action while spiralling to desired depths or down deep retrieves. The design features a weedless, sculptured head, Sampo swivels, a Gamakatsu hook, 3D eyes and retractable arms for storage. The Arizona, USA company is making the lure available in six hand-ﬁnished colours and in 3/8oz, 1/2oz and 3/4oz sizes. “... A quality bait... good in any type of water... swims well, good performance in structure...” TackleTour.com

Deadly: the new V-Twin Spinnerbait has a unique ‘twin arm’ design.

● Contact Tel: +1 928 505 0435 Email: info@mccoyﬁshingline.com Website: www.mccoyﬁshingline.com January 2011 Angling International

2011 LURES L ATE ST RELE A SE S • INNOVATION

These Spinner Baits provoke Savage attacks

Personalised spinners from Sportsystem Personalised spinners from Sportsystem have proved a popular innovation from the well-established Swedish manufacturer of spinners and ﬂy boxes. The company makes the spinners for football clubs, sports organisations and tourist authorities – in fact anyone who wants their own design can have them. They even produced a competition-winning design for the Denmark football team during last year’s World Cup. The Managing Director of Sportsystem, Bjorn Johansson Elmervik, says: “We produce small quantities of Swedish-made spinners which can be delivered within a week. They are very popular.” Sportsystem began producing spinners in 1950 and is now established in over 22 countries worldwide.

Da’Bush Spinner Baits are part of the great new metal arsenal from Savage Gear Gear, bringing innovation to a traditional lure type. Savage Gear believes Da’Bush will amaze predator anglers with their unparalled quality components and colours, incredible flash and heavy propulsion. “They have a spooky hypnotic effect on big predators, provoking attacks of brutal force,” says Mads Grosell, Savage Gear’s Head of Product Development. The weedless design allows fishing through various snags, either jigged or retrieved steadily. Made from extra strong stainless steel, hand-painted and tank-tested, Da’Bush Spinner Baits feature a tinsel and silicone skirt to tempt even reluctant prey. They are available in white silver holo flame and yellow silver holo flame and in 32g and 42g sizes. ● Contact Tel: +45 46 191 913 Email: info@svendsen-sport.com Web: www.savage-gear.com

Club colours: the spinners are popular with sports teams.

● Contact Tel: + 46 36 51000 Email: sportsystem@sportsystem.se Website: www.sportsystem.se

Lineaeffe adds range of natural swimmers Livetarget Lures impresses with models that ‘surpass imitation’ Livetarget Lures represent an evolutionary step in the way lures are built and painted. From unique fuselages that give accurate profiles with light-catching surfaces to multi-layered paint processes that allow anglers to ‘match the hatch’, the lures, say their makers, surpass imitation and provide anglers with livebait replicas. Hollow Frog (above) – the winner of this year’s Best New Soft Bait award at ICAST – is available in four colours and two sizes. Other life-like models in the Livetarget line-up include Bluegill, Pumpkinseed, Gizzard Shad, Largemouth Bass, Smallmouth Bass, Golden Shiner, Threadfin Shad, Smelt, Crayfish, Perch and Blue Back Herring. Livetarget made its debut in 2008 and already has more than 1,000 dealers in the USA and Canada. ● Contact Tel: + 1 905 468 4448 Email: info@koppersfishing.com Website: www.livetargetlures.com

Angling International January 2011

Among more than 200 models showcased in the Lineaeffe 2011 catalogue is the Take Predator Deluxe series of three-section lures. Designed by the wellknown Italian manufacturer for big prey, these hard-bodied, jointed lures have been carefully tested to perfectly simulate the natural swimming action of bait ﬁsh. Thanks to an innovative painting technique, the colours look extremely real and enable the angler to tempt the most suspicious of predators. The lure is available in four colours, is 15cm long and weighs 36g. It also features two high quality treble hooks and 3D eyes.

Two of the four colour options in the new Take Predator Deluxe series.

● Contact Email: info@lineaeffe.it

Tel: +39 051 6660000 Web: www.lineaeffe.it

Dragon unveils rippers perfect for zander Pre-launch tests on Dragon’s Bandit lure range proved its effectiveness in the hands of spinning anglers – and delighted its Polish makers. The Bandit is a ripper with a large, extended body and heavy tail and is ideal for zander fishing in rivers. On lakes perch feed aggressively on the Motor Oil-coloured Bandit stuck on the head of other soft lures. They come in sizes from 6.5cm to 12.5cm. The lure works so hard that it feels like fishing with a wobbler and this allows the angler to drift without using a reel while fishing for pike. The specific effect of ‘hitting the tail’ is obtained by the careful shaping of the lure. The weight of the tail and body are very similar – a rarity in rubber baits. ● Contact Tel: +48 52 326 80 16 Email: export@firmadragon.pl Web: www.firmadragon.pl

Distributors wanted for premium metal lures and riggers Solvkroken is Norway’s number one brand for ﬁshing. It specialises in metal lures and riggers, which have been its bestsellers and most recognised brands for more than 80 years. The company says its lures and jiggers may be more expensive, but it focuses on the overall quality of its products. Started in 1930 in the city of Skien, the company quickly established a reputation for the quality of its goods and has been expanding ever since. It was just two years ago that it outgrew its old factory and moved into a state-of-the-art premises in Krogenes to keep up with demand for its products. Solvkroken is keen to offer its goods to all ﬁshermen and welcomes enquiries from distributors around the world.

“Solvkroken focuses on delivering quality” ● Contact Tel: +47 3700 2800 Email: salg@solvkroken.no Website: www.solvkroken.no

One of the metal lures for which Solvkroken is rightly famous.

SPRO’s most realistic swimbait – in four sizes

The SPRO BBZ Swimbait has gained notoriety for being one of the most realistic swimbaits of all time. This bait does things that no other does. SPRO’s designers worked closely with Bill Siemantel to design an eight inch as well as a six inch and a four inch version of this highly successful lure. And the latest development is the unique two and a half inch Baby Shad launched at ICAST 2010. SPRO swimbaits have proven themselves around the globe. All feature ultra sharp, super strong Gamakatsu treble hooks and all come in ﬂoating, slow and fast-sinking models. They work for both fresh and saltwater species. Be aware of copies – they may look similar but they don’t perform the same!

“This swimbait turns an amazing 180 degrees sideways”

● Contact Spro BV: Tel: +31 347 320888 Email: info@spro.nl Web: www.spro.eu Spro Deutschland GmbH: Tel: +49 3643 77740 Email: mail@spro.de Web: www.spro.eu Spro Corp: Tel: +1 770 9191722 Email: contact@spro.com Web: www.spro.com January 2011 Angling International

2011 LURES L ATE ST RELE A SE S • INNOVATION

Left: Shadalives look and move like forage ﬁsh.

Izumi adds versatile swimbaits to its range

Scent chamber gives Trailer Lure the edge The ability to introduce new ideas into its products is, says Strike Pro, one of the reasons why it has established itself at the top of the lures sector. And there is no better example than the Trailer Lure, which incorporates an innovative scent chamber. Positioned under the gill of the lure, the chamber can be removed so that a Strike Pro Scent Cookie can be added. The dissolving cookie leaves a trail of attractant as the Trailer is retrieved which, combined with the lure’s action, can provoke aggressive strikes. The Trailer is available in two sizes – 10cm, 18g suspending and 15cm, 57.5g suspending. Smart thinking: Strike Pro’s new lure uses scent cookies.

Izumi has designed its Shadalive swimbaits to be extremely versatile and for use in a wide variety of conditions. The shape, colours and natural action match the body and swimming styles of forage fish and these attributes, say the Latvian company, prove just too tempting to unsuspecting predators. The lures can be used in the traditional manner or by adding a slight twitching action to imitate a wounded or sick fish. Izumi argues that fish get wiser as they get older and hence catching a trophy fish becomes more complicated. It says that discovering and conceiving new ideas is what drives the company to design and develop successful predator-catching lures. ● Contact Tel: +371 223 26688 Email: info@izumi-fishing.eu Website: www.izumi-fishing.jp

● Contact Tel: +46 87 61 0600 Email: lc@cwcab.com Web: www.strikepro.eu

Powerline puts faith in hollow-bodied soft bait Powerline’s Spread Shad uses the latest technology in soft bait lures. It is designed with a hollow centre and has a hole at the rear to allow the lure to leave a trail of attractant. Spread Shads range in size from 10cm to 17cm and are available in nine different colours to meet the expectations of every ﬁsherman. “Anglers can use the Spread Shad lure with a starlight or a rattle ﬁtted into the body to entice predators as the lure swims through the water,” explains International Business Manager Céline Boutin. “The pre-formed packaging also keeps the lure’s tail intact to preserve its swim effects.”

“It can be ﬁtted with a rattle to entice predators.”

● Contact Tel: + 33 619 318214 Email: celine.stb@powerline.fr Website: www.powerline.fr

Angling International January 2011

Right: A selection of Vega’s popular Akada range.

New highly responsive lure range delights Vega Portuguese brand Vega is offering an exciting and innovative selection of lures in its popular Akada range. The different shapes and centres of gravity allow the angler to choose from swinging and darting actions to side-to-side movement. The lures also boast a slow-to-high-speed presentation which results in more reaction strikes and better hooking rates. All Akada lures feature a high quality epoxy ﬁnish for long lasting glossy colours. They are available in 14 models and a variety of colours.

● Contact Tel: +351 219617455/6 Email: paulo.soares@mundinautica.com Website: www.vega.com.pt

Perch X and Trout X are just too tempting

The Perch X from Latvia’s Agat Lures, has been designed by combining the features of life-like multi-section hard baits with those of a shad. This shad bait can be suspended in the water for long periods and can cover wide areas quickly, attracting reaction bites. The lure has a stable, consistent action regardless of the speed of retrieval. Agat’s Trout X is a jointed minnow that can be used as a swimbait. The jointed body gives the lure a natural and snake-like swimming action, regardless of the rate of retrieve. It is effective tive using a long, slow and regular retrieve as well as a stop-and-go retrieve. The ‘restart’ of the Trout X is designed to tempt predators to attack after a long pause.

Above right: Agat’s Perch X lures and, right, Trout X lures.

● Contact Tel: +37 126 809 663 +37 167 137 305 Email: alex.zhoukov@gmail.com Web: www.agatlures.com

Wake unleashes new soft lures with special fish-catching aromas Wake has been focusing ng its development efforts on fishscented attractors and has launched its first soft lure range with a special smell. mell. The lures are available in roasted garlic – which ich has been tested for freshwater bass – and a stronger flavour of aniseed that has been proven to provoke perch and zander in both salt and freshwater. Also comingg out in the spring are new sizes: Grub in size 3.5-inch boosts the he current range of 4.5-inch nch and 5.5-inch lures; and d 2-inch and 3-inch luress have been added to the he current 3.5-inch and 5-inch versions of the Flexifish range. There are over 30 different colour patterns.

● Contact Tel: +35 845 5 138 1857 Email: info@wakeﬁshing.com ng.com Web: www.wakeﬁshing.com g.com www.jigwobbler.com

January 2011 Angling International

2011 LURES L ATE ST RELE A SE S • INNOVATION

The Ultimate adrenalin rush for ﬁshermen ‘Unique’ Tail Turner ‘will catch anywhere’

Legendary Australian lure designer Brett Campbell is behind the development of the Tail Turner from Asari Lures. The lure has an in-built buoyancy back-up to avoid snags and its transfer weight system helps it achieve longer casts. It is, says JM Gillies, the company behind Asari, “the most unique lure to hit the market today.” The Tail Turner is weighted just right to dive at the ﬁrst crank of the handle and it has the added attraction of in-built rattles. It also boasts air pockets for better buoyancy that enable it to stay in the strike zone for longer by twitching rod movements. The bib design – called the Diamond Lip – is a Brett Campbell ﬁrst and features an improved, stronger tow point system that allows the lure to have a freer movement. The Tail Turner is suitable for freshwater and saltwater species. ● Contact Tel: +61 3 8360 8191 Email: sales@jmgillies.com.au Website: www.jmgillies.com.au

Patchinko is the top water lure from Xorus, a brand created by French big fish master Ultimate Fishing. It comes in two sizes – 100mm with a choice of 12 colours and 140mm with a choice of 18. Its profile and balance allows you to cast easily, and adrenalin-loving anglers will delight in the sensation of ‘walking the dog’. For almost ten years Ultimate has been building a reputation for producing top lures and Patchinko is right up there with the best, says the company. They say its rapid evolution is based not just on its passion for its products and its focus on delivering success for customers. Ultimate prides itself on innovative and imaginative fishing tackle, developed with the aid of an ‘army’ of guides and testers who spend thousands of hours on the bank, shore and in boats making sure each item meets the specific requirements under field test conditions. Every year hundreds of new items – including lures – from top Japanese brands are put through their paces.

● Contact Tel: +33 297 312 789 Email: ultimate.ﬁshing@orange.fr Website: www.ultimateﬁshing.fr

Carson puts emphasis Wake targets spring on design and action launch for Jigwobbler with ‘unique action’ Carson believes its Heron range, developed and manufactured in Italy, are the right lures in the hands of most anglers. The highly-regarded Turin company places great emphasis on the design and action details, knowing this is the key to attracting more and bigger fish. “We always use the best materials and certificate that our products are environmentally friendly,” says owner Marco Fortini. “The top of the range is certainly the Crack series, with its unique design incorporating a sound chamber that transmits noise along with significant vibration while the lure is being retrieved, which all adds to the effectiveness and catch rate.”

Wake says that its new Jigwobbler has a totally unique swimming action and will be available in early spring. It is 15cm long and weighs 93g. A limited edition slow sinking Jigwobbler will also be available weighing 65g. It combines a medium-fast sinking head part with the wobbler body. This action allows the lure to swim attractively while sinking down. It also swims all the time as it is being retrieved. The Wake Jigwobbler can be used to ﬁsh from top to bottom depending on how you reel it in.

“It swims attractively while sinking down in the water” More great lures from Carson. “We always use the best materials.”

● Contact Tel: +39 011 4501 668 Email: info@carson.it Web: www.carson.it

Angling International January 2011

● Contact Tel: +35 845 138 1857 Email: info@wakeﬁshing.com Web: www.wakeﬁshing.com

New sharper-for-longer Usami unveils rolling trebles add strength to lure for shallow waters VMC’s hooks range As leading supplier to the most famous and prestigious lures manufacturers around the world, VMC knows all there is to know about treble hooks. With over 100 years’ experience in hook making, VMC produces a wide range of premium quality replacement trebles at an affordable price, all of which have been designed and tested in collaboration with the world’s best lure companies to ensure perfect balance, maximum hooking rate and overall performance. The latest VMC innovation in treble hooks is the Spark Point family. Available in 1X, 3X and 6X patterns, the new generation hooks are designed for faster penetration and are hardened by a die-forging process before being chemically treated to retain their out-of-the-box sharpness longer than other hook points.

● Contact Tel: +33 384 57 34 34 Email: sales@fr.vmcpeche.com Web: www.vmcpeche.com

The Usami Crank 70F lure is for anglers fishing the shallows. Its teardrop shape and steep bib give it an unusually tight body roll, which combines with the traditional sideways wobble that this classic shape of lure produces. Usami, which combines Japanese quality with Chinese production efficiency to create high quality but affordable products, says that the lure casts like a bullet. Its shallow dive of 0.3m makes it ideal for targeting surface feeding fish and for working the flats and shallows as well as over the top of a variety of structures with a shallow water column. Realistic, life-like colours and finish, along with its rolling ac action, make it deadly for many species of fish.

● Contact Tel: + 86 631 532 3257 Email: lydia.usami@gmail.com com Web: www.usamilure.co.jp

January 2011 Angling International

2011 LURES L ATE ST RELE A SE S • INNOVATION

Boone targets bottom feeders with new jigs The Boone Needlefish Jig is a cost effective product that produces great results on a variety of bottom fish. Colourful, highly reflective abalone finishes are designed to attract and stimulate bone-jarring, aggressive strikes. The slim, long hydrodynamic styling allows the Boone Needlefish Jig to drop quickly through the water column. Each jig is pre-rigged with a VMC 3X treble hook. The hooks can be replaced with your favourite style and brand. This, says Boone, will save you money over the more expensive brands of metal jigs. Needlefish Jigs are available in eight sizes, from three inches long, 3/4oz in weight to eight inches long and 7oz. All are displayed in the Boone tamper-proof, exclusive interactive packaging.

“They are designed to drop quickly and stimulate bonejarring, aggressive strikes” ● Contact Tel: +1 407 975 8775 Fax: +1 407 975 8776 Email: boonebait@earthlink.net Website: www.boonebait.com

Yet more ultra-realistic lures from Castaic

New for 2011 is the Rock Hard 4-inch series of lures from Castaic, featuring the patented Rock Hard Body Design and the patented Castaic Tri-Claw hook system that ensures great hook-ups. The lures also incorporate RealSwim technology for a lifelike swimming action, triple-jointed, durable bodies and authentic body shapes. Hand painting gives an ultra-realistic appearance and the lures are easy to fish at multiple speeds. The Rock Hard line-up includes yellow perch, sunfish, bluegill, tilapia, gizzard shad, blue back herring, American shad, trout and threadfin shad profiles.

● Contact Tel: +1 317 752 8608 Email: kris@reactionstrike.com Website: www.castaic.com

Cotton Cordell’s Wally Stinger is an instant classic

Cotton Cordell’s new Wally Stinger has shot straight to the top as the ‘go-to’ lure when fishing for walleye, zander and other predator fish, says its maker. The trolling lure runs true the first time you tie it on and each Stinger is hand-tested before packaging. Cordell doesn’t use glue during manufacturing, resulting in a more consistent, tougher bait. It also boasts incredible fish-catching colour patterns, tough construction and high quality hardware. Wally Stinger comes in two sizes, three-and-a-half inches and four-and-a-half inches, and can dive up to 28 feet. ● Contact Tel: +1 47 978 28971 Email: bhoward@pradco-fishing.com Web: www.lurenet.com

Angling International January 2011

Rapala launches two new body shapes for the Clackin’ Series

Rapala is launching two new body shapes for its uniquely designed Clackin’ Series – the Clackin’ Minnow and the Clackin’ Crank. There will also be a new, large size 09 for the Clackin’ Rap. In addition to the Clackin’ Series sound chamber, they all feature a translucent textured body with internal holographic foil for an extremely seductive ﬂash. The Clackin’ Rap is a fatbodied lipless crankbait with maximum sound effects and ﬂash, while the Clackin’ Minnow features a minnow-shaped body with a hard kicking action and strong body roll. The latter is available in two sizes and ten colours. Tel: +358 9 7562 540 Email: info@rapala.com Web: www.rapala.com

EFTTA TRADING WITH

The voice of the European Tackle Trade

EFTTA opens waitinglist for ‘sold out’ EFTTEX Following the announcement that EFTTEX has completely sold out, EFTTA is making renewed efforts to help disappointed applicants. “Please do contact us,” says EFTTEX Manager Neena Tailor, “And please also consider co-exhibiting.”

ompanies that have not secured a stand for EFTTEX 2011 can apply to join the ofﬁcial waiting list for the show. EFTTA is offering the service to disappointed applicants following the announcement that the show has completely sold out. Says EFTTEX Manager Neena Tailor: “We are in a unique situation with the show being completely sold out eight months in advance. We fully understand there are companies that desperately want to be in Amsterdam with us next year so we have opened up a waiting list in case spaces do become available. “There is, of course, no guarantee, but if you are still interested in exhibiting next year, please do contact us and we will provide you with all the information you need. “Once we receive your requirements for your stand, we will keep you on the waiting list. If anything suitable does become free we will be sure to let you know.” Another option, says EFTTA, is to arrange to co-exhibit with a company already booked for EFTTEX. Adds Neena: “By co-exhibiting at EFTTEX you will enjoy the same exposure as any other exhibitor. If you do know any exhibitors or you work with any exhibitors that would

NEENA TAILOR

“We fully understand there are companies desperate to join us in Amsterdam in June.” 54

Angling International January 2011

be happy to share their stand with you, it makes a really good option. “However, you must be a member of EFTTA or a reciprocal member in order to co-exhibit at the show.” EFTTEX 2011 marks the 30th anniversary of Europe’s leading trade show. The show is returning to Amsterdam after a break of ten years and the location has proved to be a popular choice amongst the trade.

“The surge in bookings shows that tackle companies are now realising how important EFTTEX is for exposing their products and generating future business,” says Neena. “Amsterdam and its RAI Centre venue have also proved to be a popular choice with participants.” To add your company name to the ofﬁcial EFTTEX waiting list please make contact by emailing NeenaTailor@Eftta.com.

“Co-exhibiting works for us” LINE CHARTER Two regular exhibitors at EFTTEX explain the advantages of sharing a stand at the show.

wo can live in perfect harmony – that’s the experience of exhibitors who shared stands at EFTTEX last year and plan to do so again in 2011. David Sold on the idea: Flying Haddon, of American Fisherman’s Linda Sheldon. company Freedom Hawk Kayaks, is convinced of the benefits of co-exhibiting after doing it for the first time last year with the company’s French distributor, Rotomod. Haddon admitted that the initial motivation behind the plan was to cut costs, but he added: “Ultimately, it had far more advantages than that. “The combined booth definitely attracted more foot traffic than either of us would have received. Also, the Sales Manager at Rotomod spoke a number of different languages and that was a huge help when it came to translating questions from buyers.” The companies swapped emails to decide the floor plan of the booth including the display features and what amount of space each would need. “We jointly staffed the booth which was also a big help in terms of overflow traffic. It also gave us a chance to walk the show and break for meetings or food. “Once again, on the cost side it meant I only

needed to bring one person over for the show and that helped considerably.” Haddon accepts that there was a concern at first that sharing a booth with a company offering a similar product could produce a conflict of interest. He says: “You could lose some opento-buy and sales to your partner, but we never experienced this. “For maximum brand exposure a joint booth may not be the best route to go down, but if you plan ahead and use proper support material and signage this can be lessened. As an experiment it went very well and we will be doing it again this year.” Linda Sheldon, Vice-president of Floridabased Flying Fisherman, says her company will be sharing a stand with Montana Fly for the fourth year in a row at EFTTEX in Amsterdam. She says that the cost of having a stand and staffing it with personnel would otherwise be prohibitive. “By sharing with Montana we can save anything from $3,000 to $5,000. Our booth at EFTTEX is manned by our agent in Italy, Angelo Musiani, who also represents Montana Fly in Europe, so the fit for us is natural. “We regard sharing as a cost-effective way of showing our line-up of products to our European distributors. EFTTEX is the equivalent of ICAST in Europe and it is very important that we have a presence there. Our agent provides us with that facility.”

EFTTEX sponsorship offers alternative route to market

Companies still hoping to be at EFTTEX in Amsterdam in June but who can not book a stand are being urged to look at alternative ways to promote themselves to visitors. One of the very best options still open to EFTTA members is to be a show sponsor. Sponsoring a show feature would be a powerful – and perhaps better – alternative to joining the waiting list and hoping a stand becomes free, says EFTTEX Manager Neena Tailor. Companies can sponsor the Visitor Registration area, the Visitor Lounge and the EFTTEX Business Centre among others, all key sites where visitors congregate and spend time during the show. “We do have sponsorship options available for EFTTEX which will allow you to have exposure for your company with your logo displayed prominently in the area you are sponsoring. Depending on the type of package you take, you could also display your literature and even some of your products. “If you are not able to have a stand at EFTTEX, sponsorship is a powerful alternative which enables you to promote your brand in other ways. Better still, these opportunities are open to you right now, which makes them an even more attractive proposition compared to waiting for a cancellation that may never happen in order to secure a stand.” Companies wishing to be EFTTEX sponsors should note that they need to be members of EFTTA or reciprocal members to be eligible to apply. • For details on EFTTEX sponsorship opportunities contact NeenaTailor@Eftta.com.

LOGO LAUNCHED The EFTTA Line Charter initiative has taken another step forward with the launch of the ofﬁcial Line Charter logo. The logo will be made available to all line manufacturers who have signed in support of the Line Charter. The EFTTA Line Charter is designed to end mislabelling on monoﬁlament line packaging, which has long been a major problem in the sector. EFTTA is encouraging line manufacturers to sign the Charter and pledge that their labels carry correct information about the line’s breaking strain and diameter. The launch of the logo represents a key stage in EFTTA’s drive towards ridding the industry of line cheats because it enables companies to promote their correctly labelled lines to consumers. All companies that sign the Line Charter will be allowed to use the logo on their packaging and spools and within their consumer and trade advertising and their catalogues. EFTTA will add its support by launching its own campaign to educate consumers about the Line Charter initiative.

“This logo is important for successfully promoting the Line Charter, to the trade and then to consumers.” Says EFTTA CEO Jean-Claude Bel: “All companies that sign the Line Charter will be allowed to use the logo on their packaging and in their marketing material for all products they bring to the market that are correctly labelled. There will be two versions available: a small one for spools and a bigger one for packaging, adverts and catalogues. “Companies should also know this is for individual products that are honestly labelled not for entire brands or for general company use.” Added Jean-Claude Bel: “This is important for successfully promoting the Line Charter, first to the trade and then to the consumer. This is the first step in a long campaign in making sure consumers make educated choices about the lines they are buying. “I deeply recommend that all manufacturers of monofilament sign the Line Charter. If everyone is committed then the project will be a success and we will have cleaned up the sector.”

January 2011 Angling International

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

Deep trolling wire that sinks faster than stainless steel American Fishing Wire has introduced the Surfstrand Copper trolling wire, a bare, 1x7 stranded wire that boasts 13% greater density than stainless steel. The strand construction gives the line good flexibility and kink resistance, says AFW. It is available in 30lb and 40lb break strength in 300ft and 600ft spools. What the makers say: “This line sinks quicker than stainless steel and allows you to troll deeper with less line in the water. Many anglers report increased strike rates with the use of copper terminal tackle – believing that the positive ions in copper help attract fish.” Business contacts Tel: +1 610 466 6100 Email: sales@americanfishingwire.com Website: www.americanfishingwire.com

1 January 2011 Angling International

products you need to know about

A shorter, wider hook designed by superstars

National Freshwater Fish Hall of Fame anglers Gary Parsons and Keith Kavajecz have designed a size 1/0 hook to add to Mustad’s range of Double WIde Bait Hooks. The new size is for ﬁshing livebaits and rigging on crawler harnesses. It is also an effective egg hook for steelhead. Key features include improved hook sets and increased holding capacity. Integral to the hook performance is a gap that is 20% wider than standard hook baits, a shorter shank and a perfect point angle designed for precise hook-ups. What the makers say: “The design of this hook – wider gap and shorter shank – makes it a good choice for drop shot and wacky worm presentations. Kevin Van Dam has test driven this new size and his hook-ups have increased tremendously.” Business contacts Tel: +1 315 253 2793 Email: www.mustad.no

Ardent’s ‘best ever’ reel care lubricant

Ardent’s Reel Supreme has been two years in the making and is, says the US company, its best-ever performing reel care lubricant. It is a 100% synthetic microlubricant that contains a dry lubricant combined with an anti-corrosion additive. It dissolves grease, oil and salt on contact. It also removes the contaminants and debris from the metal and ﬁlls the pores of the metal with particles that are slippery, waterproof and more stable than grease or oil. What the makers say: “Reel Supreme is really easy to use – just open up your reel so you can see the gears and bearings and then apply to all moving parts. Once you have the reel back together, a couple of turns of the handle ensures that Reel Supreme is working on all friction surfaces.” Business contacts Europe: Tel: +44 1684 296695 Email: info@charismaticmarketing.com USA: Tel: +1 314878 7722 x 201 Email: mjbrooks@ardentoutdoors.com Web: www.ardentoutdoors.com

A jacket that insulates even when wet The new Kisu jacket from Guideline incorporates Primaloft, an insulation product rapidly becoming a favourite among outdoor enthusiasts. The Kisu (which means steelhead in the Indian native language of the north west coast of British Columbia, Canada) is cut on the slim side to be comfortable under a shell jacket. It has full length front zipper, two zippered side pockets and elastic cuffs and hem. Weight in the large size is only 320 grams. What the makers say: “Primaloft is lightweight, breathable and has excellent water repellency so you remain dry and warm in the most extreme conditions. Tests prove the Kisu ensures almost as good insulation even when wet.”

Business Contacts Tel: +46 31 923658 Email: info@guidelineflyfish.com Website: www.guidelineflyfish.com

Sportex’s latest high speed rod

Sportex has introduced a high-tech rod blank which consists of five specially processed carbon and Zylon layers worked unidirectionally for superb performance. The HM carbon fibres provide extreme speed and power while a special process incorporating the Zylon fibres in a helical structure gives outstanding casting accuracy. The blank is completed by an original Fuji reel seat and true SIC guides starting with size 50.

Angling International January 2011

What the makers say: “This Sportex Z Carp Rod is super-slim, extremely light and boasts fast and extraordinary casting. Not for nothing has Sportex established its reputation for setting the benchmark in rod building.” Business contacts Tel: +49 89 894 08310 Email: info@ockert.net Website: www.sportex.de

New baits with appeal beyond carp

The new range of Natural Corn and Pellet Floaters from Carp Zoom can be used by themselves as a bait or next to other baits to rise them to the optimum position for a fish to pick up. They can be hooked directly or on a rig. The corn floaters are available in honey, strawberry and other natural flavours, while the pellet floaters have two sizes – mini and midi – and come in honey, strawberry and vanilla flavours. The Natural Corn Floaters are made from single grains of corn using a process exclusive to Carp Zoom. What the makers say: “We are confident that they are going to become a hugely popular hookbait – and not just for carp anglers.” Business contacts Tel: +36 30 2775631 Email: contact@carpzoom.com Website: www.carpzoom.com

Ultra-thin braid from Platypus Over 110 years of line-making experience has gone into the latest launch from Australia’s Platypus Fishing Lines. It has introduced the Platypus Pretest Braid, which boasts an ultra-thin diameter to ensure that you can fit more line on the reel and enjoy a more extensive cast. It is available in 6kg to 37kg sizes in natural white. What the makers say: “Rigorous attention to detail and testing have been applied, ensuring that the braid will break as close as possible to the stated IGFA class. We have constructed the braid to be ultra-smooth and extremely soft – allowing longer and more accurate casts. This braid just zings through the guides.” Business contacts Tel: +61 7388 11522 Email: Europe@fishplatypus.com.au Website: www.fishplatypus.com.au

More reel innovation from Omoto

Omoto Fishing Tackle of Taiwan has introduced a new addition to its VS series, the VS Infiniti with X-Power. The trolling reel is made of corrosion-resistant materials and also has a carbon/stainless steel draw system. A left-hand version is also available. It comes with lever drag control and mute infinite A/R systems (Infiniti model) or double docking anti-reverse system (X-Power Model). What the makers say: “The reel has been designed with the needs of anglers in mind. Attractive and straightforward, this reel is dependable and durable.”

Business contacts Tel: +88 64 221 55958 Email: omoto@omoto.com.tw Website: www.ﬁshing-tackle.com.tw

ANTI-EJECT

JUNGLE HOOK

SUPER STRONG

INTRUDER

A hook range to cover every situation

NO ESCAPE

The creator of the world famous Jelly Wire, PB Products, has introduced a range of five hooks which, it says, will cover every fishing eventuality: Anti Eject, which is suited to supple hook links; Intruder, which is best with braided or combi links; Jungle Hook, which is strong with a heavier wire gauge for snags and weeds; No Escape Long Shank for maximum hooking potential; and Super Strong, designed for snag fishing and difficult situations. In the UK, the products are available exclusively from Leeda. What the makers say: “Incredibly strong and sticky sharp, they are all premier big fish hooks, maintaining their sharpness and point for longer than any other hooks tested.” Business contacts: Tel: +44 1527 587414 Email: customercare@leeda.co.uk Web: www.pbproducts.nl

products you need to know about The ‘most powerful ever rod’ from Hardy & Greys for predator fish Developed with huge reserves of power in the butt section to give excellent lifting power, the Hardy & Greys XF2 Carnivore also boasts a powerful mid-section to help set the hook in the tooth-laden jaws of a pike. The special blank is paired with Greys’ new in-house design reel seat, section line-up marks and a composite tipped handle. What the makers say: “The XF2 Carnivore is probably the most powerful rod for predator fish that we have made. With improved lifting power and faster recovering tip speed, it can handle the largest of predatory fish and cast the largest of flies with relative ease.”

10 Business contacts Tel: +44 1665 602771 Email: sales@hardygreys.com Website: www.hardyﬁshing.com

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Angling International January 2011