Angling International Magazine - August 2010 - 31 by Brave Creative

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PRODUCTS TO Stories ies behind the TEX award winners STOCK FOR 2011 EFTTEX August 2010 Issue 31

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

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WHAT NEXT IN Haroutunian unian and FLY FISHING? Swisherr debate the futu ure future August 2010 Issue 31

IDESTT OUR W YE REACH

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

EUROPE’S BEST NEW PRODUCTS

A new benchmark in multipliers

The design advances that place the Okuma Andros above its rivals p34

EFTTA WAR ON LINE CHEATS Leading brands are among ﬁrst to sign new charter on labels

This year’s musthave carp bait

Why Pure Fishing is staking so muchonBerkleyGulp!Carpp30

FULL S F STORY TORY p p8 8

“A genuine step forward in lines”

Why Hyperﬂuorocarbon 3Core was voted the winner of the EFTTEX mono award p31

Sébile honoured once again

How the US company won three awards in Valencia p32

We have to actt” lo Zanetta: “W ngggeelo ran Pieera happy to sign” n vvaan de Bovenkamp (Pure Fishingg)): “We are Jaan ection” Jean Claude Bel: “Consumers need prot

PLUS

EFTTEX 2010: THE VERDICT Numbers were up, so why wasn’t everybody happy? Full review with industry reaction starts page 24.

AUGUST 2010

Benvenuto,Bienvenida Bienvenue,Willkommen

e’re not out of the woods yet! That seemed to be the underlying message to emerge from EFTTEX, Europe’s biggest industry gathering in Valencia last month. As the Managing Director of one world-leading brand told me at the close of the show: “Clearly the feedback from most markets is that the combination of a tough economic climate and poor weather conditions has had a marked impact on the angling trade in Europe. The market is still running behind last year. That means it’s probably off the 2007-08 peak by over 30%. Sobering conditions.” Another added: “It is evident that the European market is being affected by the world economy and by this past harsh winter.” You can read more comments from exhibitors in our in-depth EFTTEX

report starting on page 24. Although there is a sense of reality about a market still trying to regain its feet, there’s also a clear and positive view that being proactive is the only way forward. Just by being at the show, companies were making a positive marketing statement. It’s been said before, but I’ll say it again, when times get tough the worst thing for a company to do is cut its marketing budget and disappear inside its shell. Getting out again can be extremely difficult – and in some cases impossible! Easy for me to say, but as I prepare to leave for ICAST I know I will find lots more companies prepared to invest in getting out there to sell their products, despite the many problems facing the sport in the US right now. I only hope the same attitude prevails in the fly fishing market, a sector that has found it harder than most in recent years. The inaugral

International Fly Tackle Dealer Show, rising from the ashes of the failed FFR, is as yet an unknown quantity. Show Director Randi Swisher reports a further flurry of response from exhibitors in this issue (page 14), but he will be fully aware that the future success of the event hinges on dealer support. Hopefully the plans he has put in place to drive attendance will pay off. Angling International will include a full preview of the show next month in our annual fly fishing special. If you want to know more about the advertising and editorial packages available just contact our Commercial Director Lucie Henton.

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

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-inchief of Emap’s contractpublishing department.He is a founder director of Top Corner, the publishers of Angling International.

KEELY DOCHERTY-LEE, ART DIRECTOR As Top Corner’s art director and co-founder, Keely has 15 years’ design experience, and a proven track record of producing successful ad campaigns, brochures and direct mail. She has worked with many angling clients and today leads the design team on Angling International, managing the editorial production of each issue.

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

MAGAZINE CREDITS Angling International magazine is published by Top Corner Editorial and Design Limited. 4 Milnyard Square, Bakewell Road, Orton Southgate, Peterborough Cambridgeshire, United Kingdom, PE2 6GX • International Commercial Director: Lucie Henton; lucie@angling-international.com; Tel. +44 7825 999230; Fax +44 1225 760249; Skype lpetrickova • Publishing editor: Mel Bagnall; mel@angling-international.com +44 (0)1733 392 977 • Editorial director: Rob Carter; rob@topcornered.co.uk • Art Director: Keely Docherty-Lee; keely@topcornered.co.uk • Designer: Kate Hooley; katehooley@atgraphicsuk.com • Database Manager: Graham Goor; grahamgoor@atgraphicsuk.com • Colour reproduction: AT Graphics UK Ltd, Peterborough, Cambs UK • Printed by: Warners Midlands plc, Bourne, Cambs UK • Subscription enquiries: enquiries@angling-international.com

MEMBER

•THANKS THIS ISSUE GO TO: Dirk Sowietzki, Milja Findlay, Tom Legge, Karina Miller, Graham Goor, Bruno Broughton, Donna Leonard, Anita Pandya, Fanny Champlon, Rindert Jansma, Nic Brown, John Mazurkiewicz, Linda Saunders, Angela Coe, Hilary at China Fish, Tony Conte, Jenny Travis, Sidi Saler Hotel, Loic Corroyer, Gerard Adam, Rudy van Duijnhoven, Juan Fernando Calle, Stanko Popovic. ● Nopartofthismagazinemaybereproducedwithoutthepermissionofthepublisher.Themagazineassumesnoresponsibilityforthesafetyofcontributions,althoughallreasonablecarewillbetaken.

August 2010 Angling International

Diesen monat, Ce mois, Este mes, Questo mese... „Ein Traum wird zur Wirklichkeit!“ sagt Patrick Sebile, Köderentwickler und Empfänger von drei Efttex „Bestes-Neues-Produkt“-Preisen in Valancia im Juni. Seine Reaktion war sehr emotional, aber P.Sebile verkennt nicht den kaufmännischen Wert dieser Auszeichnungen. Auf Seite 32 erklärt er, dass man bereits neue Vertriebspartner für die EfttexGewinner sucht, die 2 Köder und das Soft-Weight-System. Frédéric Parrier, Geschäftsführer bei Parallelium, hat auch nicht gezögert, den Gewinn des „BesteNeue-Schnur“-Preises umzusetzen. Er rief umgehend 10 Vertriebspartner in Europa an, die an speziell diesem Programm interessiert sind (siehe Seite 31). Auch Pure Fishing weiss um den Wiedererkennung-Wert anlässlich der Efttex. In dieser Ausgabe teilen sie uns ihre Freude über den Sieg von BerkleyGulp mit / Karpfen-Programm (Seite 30). „Die Efttex-Auszeichnung“, sagt man, „ist die perfekte Unterstützung für die Ausweitung des Marktanteiles im Karpfen-Köder-Bereich.“ Ausblick auf die Empfehlungen von Marketing-Material für dieses Jahr. An anderer Stelle richten wir unser Augenmerk auf die Reaktionen des Handels bzgl. der EFTTEX 2010 (Seite 24). EFTTA berichtet über eine gestiegene Besucherzahl im Vergleich zum Vorjahr, während die meisten Aussteller mitteilen, dass sie zufrieden seien und zur Messe in Amsterdam 2011 wiederkommen wollen. Der nächste Blick geht nach Amerika, in besonderem Maße in den Bereich Fliegen-Fischen. Nächsten Monat gibt es in Angling International ein Fliegen-Fischen-Spezial – vorher lesen Sie bitte unser Interview mit zwei führenden Akteuren der Fliegen-FischenMessen (Seite 14). Ihnen zufolge wird der Spätsommer eine äusserst interessante Zeit für diesen Bereich. Viel Spaß beim Lesen!

“C’est un rêve qui est devenu réalité,” dit Patrick Sébile, créateur de leurres et fier gagnant de trois trophées du meilleur Nouveau Produit 2010 à EFTTEX. Sa réaction à été très émotionnelle mais P.Sébile connait aussi la valeur d’un trophée gagné à EFTTEX. Comme il l’explique (page 32), il cherche des distributeurs dans certains territoires pour ses deux leurres gagnants et son système de lests interchangeable. Frédéric Parrier, Directeur Général de Parralelium, n’a pas perdu de temps pour capitaliser sur son succès dans la catégorie Meilleur Monofilament. Il à déjà été contacté par dix distributeurs en Europe intéressés à distribuer ses produits (voir page 31). Pure Fishing à aussi compris l’intérêt d’être reconnu à EFTTEX. Dans ce numéro ils partagent leur entousiasthme d’avoir été récompensés pour leur nouvelle gamme Berkley Gulp! Carpe (page 30). Une récompense à EFTTEX, déclarent il, est un bon outil supplémentaire pour commencer à introduire et prendre des parts de marché avec cette nouvelle gamme de produits. Ils vont l’utiliser dans leur communication la saison prochaine. Plus loin nous concentrons sue les réactions de l’industrie sur cet EFTTEX 2010 (page 24). EFTTA rapporte un nombre de visiteurs en augmentation, la plupart des exposants déclarent avoir été satisfaits du Salon et ont décidé déjà de réserver leur stand pour Amsterdam 2011. Mais l’intérêt se porte aussi sur les USA particulièrement le secteur de le pêche la mouche. Le mois prochain sera un numéro d’Angling International particulièrement orienté «Mouche» mais avant lisez nos entretiens avec deux leaders dans les Salons de pêche à la mouche (page 14). Si leurs paroles sont crédibles, la fin de l’été promet d’être intéressante dans ce secteur .Bonne lecture!

Angling International August 2010

“Este es un sueño hecho realidad!”, dijo Patrick Sébile, creador de peces artificiles que recibió con orgullo los tres premios a los mejores Nuevos Productos en EFTTEX 2010, celebrado el pasado mes de junio en Valencia/España. Su reacción fue muy personal, pero también sabe Sébile el valor comercial de ganar en EFTTEX. Como él mismo explica en la página 32, ya está buscando distribuidores para sus dos galardonados señuelos y por su Soft Weight System ,que ganó el premio al mejor accesorio. Del mismo modo, Frédric Parrier, director general de la marca Parallelium no ha perdido tiempo en la capitalización de su éxito en la categoría Mejor Premio a los nuevos monofilamentos. Él ha hecho una llamada a los distribuidores de diez países europeos interesados en su gama de líneas (véase la página 31). Pure Fishing también entiende la importancia de ser reconocido en EFTTEX, con el premio conseguido gracias a su nuevo producto, BERKLEY GULP CARPA (página 30). El Premio EFTTEX, dicen, es el impulso perfecto para la empresa al inicio de su campaña en favor de la cuota de mercado en la carpa cebos sector. Esté atento a las referencias de material de marketing del próximo año. En otro lugar, nos centramos en la reacción de la industria más amplia para EFTTEX 2010 (página 24). EFTTA reporta un incremento en el número de visitantes respecto al año anterior, mientras que la mayoría de los expositores dicen que disfrutaron de un buen espectáculo y están planeando hacer una nueva reserva para Amsterdam en 2011. Pero el lado de atención se centra en América y especialmente, en el sector de pesca con mosca. El próximo mes en el número especial de pesca con mosca Pesca Internacional, no dejeis de leer nuestras entrevistas con dos de los protagonistas de la muestra (página 14). Si es cierto lo que dice, a finales del verano promete ser un momento interesante en el sector. Disfrute de la revista!

“Si è avverato un sogno!” ha esclamato il creatore di esche Patrick Sébile, orgoglioso di aver ricevuto tre Premi per il Miglior Nuovo Prodotto all’EFTTEX, l’evento fieristico di pesca sportiva tenutosi a Valencia lo scorso giugno. La sua reazione è assolutamente personale ma Sébile è ben consapevole del valore commerciale di vincere a questo salone internazionale. Come spiega a pagina 32 è già alla ricerca di distributori per i due suoi modelli di esche che gli sono valsi la premiazione e per il suo “Sistema di Peso Piuma” che ha vinto il premio come Miglior Nuovo Accessorio. Allo stesso modo anche Frédéric Parrier, General Manager del marchio Parallelium, non ha perso tempo nel capitalizzare il proprio successo nella categoria dei premi per il Miglior Nuovo Monofilo. Ne è la prova il consenso dei distributori di dieci paesi europei interessati alla sua gamma di lenze (vedere pagina 31). Questi sono solo alcuni dei nomi di chi si è distinto all’EFTTEX; nondimeno Pure Fishing, a cui è ben nota l’importanza di partecipare ad un tale appuntamento e di ricevere riconoscimenti. In questo numero, infatti, l’azienda vuole farvi partecipi della vittoria per la nuova gamma carpa Berkley Gulp! (pagina 30). Il premio EFTTEX, dice l’azienda, è lo stimolo perfetto che ci voleva all’inizio della campagna per il market share nel settore delle esche da carpa. Attenzione quindi ai riferimenti nel materiale pubblicitario del prossimo anno. Sempre in questo numero focalizzeremo la nostra attenzione su come il settore abbia ampiamente reagito all’EFTTEX 2010 (pagina 24). EFTTA registra un’affluenza maggiore di visitatori rispetto al 2009, mentre gli espositori entusiasti dell’evento stanno già programmando la propria partecipazione ad Amsterdam 2011. Ancora, Angling International sposta i propri riflettori anche sull’America ed in particolare sul settore della pesca a mosca, per darvi un assaggio di ciò che tratterà più dettagliatamente nel numero speciale del prossimo mese, interamente dedicato a questo tipo di pesca. Vi auguriamo una buona lettura!

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

BIG PLAYERS SIGN EFTTA’S LINE CHARTER Pure Fishing is the first to officially support the new initiative against false claims on line packaging, quickly followed by Shimano, Sufix and French suppliers.

ure Fishing has become the first company to sign the new official line charter introduced by EFTTA. And the global manufacturer now expects other companies to follow its lead in supporting the initiative to ensure inaccurate labelling is outlawed. Jan van de Bovenkamp, Pure Fishing’s Senior Manager for Line Product Development in Europe, said: “We are happy to be the first to do this because we have a leading role in the product development

and worldwide sales of fishing line. Now we expect others on the market to follow this good example. “Our current lines comply with the existing set of rules so this is an easy commitment for us to make. Any newly released product will be tested by EFTTA and will be certified. Pure Fishing will make this clear on all its line packaging, starting from January 1st, 2012, when the new regulations become active.” Shimano, Sufix, Parallelium, Water Queen and Tortue quickly joined Pure Fishing in

Angling International August 2010

Pure Fishing’s Jan van de Bovenkamp: “We hope others sign up quickly.”

signing the charter, lending their combined weight and influence to an initiative that EFTTA is fiercely passionate about. EFTTA’s pioneering project follows years of complaints in the trade about incorrectly labelled fishing lines. Now EFTTA President Pierangelo Zanetta has written a letter to the industry explaining the charter and warning that failure to clean up the labelling issue can result in huge fines that put companies at risk. “We cannot flout the laws forever and expect to avoid being penalised,” he says.

WHAT IS THE TRADE’S REACTION TO EFTTEX 2010? See p24

“As a trade association we cannot accept this situation… when we know law-abiding members are at a disadvantage compared to companies that do not respect the laws. We have to show we act for an industry that respects consumer rights.” EFTTA plans to regularly publish in the media those companies that have signed the charter, thus exposing those not committed to giving true and accurate information on their monoﬁlament lines. “Companies who sign up have a powerful sales tool at their disposal,” points out Zanetta. “Not signing the charter will clearly show you do not want to accept our industry standards.” The Association plans to launch a widespread marketing and promotional campaign to educate retailers and consumers about the meaning of the charter and the quality standard attached to it. And EFTTA CEO Jean Claude Bel left no doubt that it will target non-compliant companies. “We will use magazines to inﬂuence buyers and consumers to trust those brands that sign the charter and not the other ones. We will also encourage the trade and

Above: EFTTA President Pierangelo Zanetta and CEO Jean Claude Bel have contacted the trade directly.

Below: Jan van de Bovenkamp signs the new charter.

consumers to claim for their rights if they feel cheated,” he stressed. “EFTTA does not have the role of the police, but we believe that manufacturers are now committed to protecting themselves with legal actions and that some court cases will result in heavy fines. We are convinced the market will self-discipline itself. “Whenever a company is found to be dishonest in its labelling EFTTA will contact them to try to convince them to change.” EFTTA will make random tests to police the scheme and will lobby the European Union to validate it as the legal official standard for fishing lines. Pure Fishing produces many leading line brands including Berkley, Stren, Spider, Penn, JRC, Mitchell, Abu and Shakespeare and each of these will be 100% aligned with the new EFTTA regulations.

“The time has come for accurate line labelling in Europe,” added Bovenkamp. “The decision by Pure Fishing to comply with EFTTA’s line charter is the perfect start in making this happen. We hope many other line manufacturers and wholesalers sign up.” Bovenkamp has been a long-time campaigner for stricter line regulation and, speaking in Angling International earlier this year, he called for more honesty from manufacturers to provide clarity for the consumer. “Fishermen have a right to know what they are buying,” he said. “False claims are selling a lot of line but not the best line. We are in the ridiculous situation when honest labelling makes it harder to sell the product.” Further information on the line charter, which accepts tolerance levels of 10% in both diameter and breaking strength, is available from info@eftta.com.

SOWIETZKI: “IT’S NOT ENOUGH” Not everyone agrees that EFTTA’s plan goes far enough in its attempt to stop the line cheats. “I am not of the same opinion that the trade itself can regulate the cheating,” said Dirk Sowietzki, Export Sales Manager for German line company Monoﬁl Technik. “This dishonesty can only be stopped by external pressure. EFTTA has to announce this irregular behaviour to the EU in Brussels in order to come to a solution. “It is misguided to believe that the offender can heal himself without having ﬁxed laws established outside the trade.

“Understandably, EFTTA is afraid to annoy its members and exhibitors by using a stronger hand. But the honest companies and their customers are already sick about an association not being able to change what is more or less criminal behaviour that has been hurting honest manufacturers and consumers for years. “An ofﬁcial, legal regulation is long overdue. We are tired of listening to the apologies.” EFTTA CEO Jean-Claude Bel commented: “Fake advertising is illegal, whether it be ﬁshing lines or other products. It is against the law and punishable.”

August 2010 Angling International

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

Triple award success for Shimano and Sébile

nternational brands Shimano and Sébile came to the fore in last month’s prestigious Best New Product Awards at EFTTEX, both companies securing a hat-tick of ﬁrst places. Shimano, widely acclaimed as the world’s top reel maker, added to that reputation when its Stella FE was adjudged best new spinning reel amid very impressive company. And it dominated the rods category with the top awards for the Lesath AX and the G.Loomis NRX ﬂy rod. “Shimano is honoured to collect three awards,”

Another previous winner to win again was French line brand Parallelium whose Hyperfluorocarbon 3Core was selected by the five-man independent judging panel as best new monofilament. Managing Director Frédéric Parrier collected the same award at EFTTEX 2008 in Rome. And Leeda brand Wychwood repeated its success of last year in the Best New Fy Reel category with an “exquisite extension” of its Truefly reel into the saltwater arena. Double award winner on the night was Strike Pro, which lifted the Best New Braided Line Award and Best New Soft Lure Award with its Strike Wire Extreme and Strike Pro Reaction Bait respectively. Pure Fishing also did a best product double, first celebrating success in the natural hook baits section with its brand new Berkley Gulp! Carp – a range, said the judges, to make the world’s carp anglers sit up and take notice – and then adding the best carp bivvy shelter accolade with the JRC Cocoon Carp Crib. Sponsored and managed by Angling International, the awards attracted an amazing 150-plus entries from exhibitors travelling to Valencia from all over the world. “The response to this year’s awards was amazing and possibly the best ever,” said Angling International’s Editorial Director Rob Carter. “The quality of the entries gets better and the panel of independent judges selected from the European media found it very difficult choosing the winners. The reaction of the winners said it all. It proves what these awards mean to people.”

EFTTEX 2010: THE FULL LIST OF WINNERS

● Best New Rod – Shimano Lesath AX Commended – Snowbee SBS ● Best New Fly Rod – G.Loomis NRX Commended – Greys XF2 Streamflex Plus ● Best New Fly Reel – Wychwood Truefly Salt Commended – Greys GX 500 ● Best New Spinning Reel – Shimano Stella FE Commended – MAP ACS FD ● Best New Multiplier Reel – Okuma Andros Commended – Albacore Gorilla 8 Veloce ● Best New Fly Line – Snowbee XS-Tra Distance Commended – Climax PE+ Jet Shooting ● Best New Monofilament Line – Parallelium Hyperfluorocarbon 3Core Commended – Eagle Claw Bioline ● Best New Braided Line – Strike Wire Extreme Commended – Berkley Whiplash Camo ● Best New Hard Lure (wobbler style) – Sébile D&S Crank DR Commended – Rapala Clackin’ Minnow ● Best New Soft Lure (soft plastics style) – Strike Pro Reaction Baits Commended – Molix Supernato ● Best New Metal Lure – Sébile Pro-Shad Spinnerbait Finesse Commended – Salmo KIBS Carboni 1 EX ● Soft/dough natural hook baits – Berkley Gulp! Carp Commended – SBS Tactical Bait Double Trick Boilies ● Best New Accessory – Sebile Soft Weight System Commended – Aquateko Invisaswivel ● Best New Carp Bivvy /Shelter – JRC Cocoon Carp Crib Commended – Hardy & Greys S-Plus Max ● Clothing – Patagonia Rio Gallegos Breathable Wader Commended – Mackelly Flotation Wader ● Visitors’ Choice – Rapala Touch Screen Scale ● Best Stand under 30sqm – Dragon Tackle International Ltd ● Best Stand over 30sqm – Pure Fishing

said Senior Marketing Manager Gerard Bakkenes. “The products are truly innovative and a testament to our continued commitment and contribution to the industry and to the next generation of ﬁshing tackle. At Shimano it is always our goal to develop captivating products that bring pleasure to the angler.” Sébile, a double winner at American show ICAST last year, added to its trophy collection by scooping both the hard and metal categories in the lures section with its D&S Crank and ProShad Spinnerbait – and then for good measure collected the Best New Accessory Award with its Soft Weight System. “Our ﬁrst bait was sold in the US on June 10th, 2006, so this was a great way to celebrate our fourth anniversary,” said owner Patrick Sébile. “We have produced more than three million baits since then.” 10

● Best Press Release – Wychwood Waderbag Commended – Koppers Livetarget Far left: Taizo Shimano, Vice President Shimano Inc. and Senior Marketing Manager Europe Gerard Bakennes celebrate with one of Shimano’s three awards. Left: A delighted Patrick Sébile shows off his trophies. Below: The Umbracle Terraza, the venue for the Business Reception.

The International Business Reception, held on Valencia’s spectacular Umbracle Terraza, was sponsored by VMC Pêche, which is celebrating its 100th anniversary, and Agility Logistics.

Angling International August 2010

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

FLY SHOWS SPECIAL REPORT “In response to concerns, we are planning to rotate the show locations in the future.” said Swisher. “I am continuing to work with multiple cities and convention centres and hope to be able to visit the top two sites by late July and be able to make a final decision by mid-August. “We’ve had a flurry of activity as the show approaches and have added some great new exhibitors to the show floor. I anticipate there will be over 150 exhibitors for this year.” In a press release to the market, Swisher said: “However, in response to concerns from industry members, we are planning to rotate the show locations in the future. Next year our plan is to be on the East Coast. But even though the show will be moving, Denver is still one of the most convenient and centrally located cities in the country.” In the same letter explaining IFTD’s position on the location issue, Swisher explains how the new show will be different from its predecessor, Fly Fishing Retailer (FFR). “When AFFTA made the decision to produce its own trade show, the biggest challenge was how it was going to be different from any other year,” he wrote. “Since the trade show is now owned by the industry, we took the feedback, comments and suggestions and created some new and exciting features for 2010. We have the support of the best fly fishing manufacturers and businesses in the world that believe in the future of our industry.” New features and ideas being introduced at IFTD 2010 include an area where small business owners can exhibit for $350. AFFTA’s objective is that these smaller specialist companies, often without sales reps, will exhibit products and services the show has not seen

before, presenting a unique opportunity for buyers. A conservation area will also make its debut on the show floor, highlighting conservation groups, non-profit organisation and environmental agencies. A new profitability seminar aimed at retailers will be delivered by a well-respected consultant from the fishing industry and will explore the detail of sales, margins, expenses and inventory velocity. Retailers will be further incentivised to attend the show by profit-driven show specials offered by exhibiting companies for orders written and submitted at the show. These could include product discounts, special buys on exclusive show items, extended dating terms, shipping discounts or volume incentives. The move is part of AF-

DON’T ISS NEXT MOM NTH’S Special ﬂy ﬁs including a furthing issue her pr to the IFTD showeview

Angling International August 2010

FTA’s goal to create an order writing mentality at the new show. Another new introduction is a new product release and information area where exhibiting companies can promote and discuss their new products and services with retailers and the media. Retailers can sign up for a time slot in the designated area. Further measures to make the IFTD as cost-effective as possible include an offer of one free night’s lodging to any new retailer joining AFFTA at level two membership or above, and a $99 room rate at the Hyatt Regency Hotel for single or double occupancy per night.

Below: Denver remains a popular choice with the industry, despite the demise of the FFR Show held there.

August 2010 Angling International

SPECIAL FE ATURE

zPEOPLE YOU NEED TO KNOW ABOUT...

Skilled Russian lure inventor seeks global partners

Robert Khakimov has been developing lures for 30 years. He is now looking for support to deliver his unique creations to the global market.

he lures sector is arguably the most heavily populated in the industry – whether measured by company or product. Manufacturers large and small are continually adding to the consumers’ choice. But according to Russian product developer Robert Khakimov, there is still plenty of room for innovation in new product and the improvement of existing models, many of which, he says, do not do the job for which they are intended. Khakimov describes himself as an inventor and moderniser of ﬁshing lures. He has produced his own baits in the past and specialises in upgrading and improving current lures. So why is it that you have never heard of him? The answer is that Khakimov is not currently attached to any lure company. His work is born out of a passion for a sport and industry that he loves but, frustratingly, has so far remained just out of reach. Now however, he is sending out a ‘come and get me’ plea to the world’s lure manufacturers, conﬁdent that his skills will prove invaluable to any company that decides to offer him a role. “I simply have not had the opportunity or resource to form my own company and patent my inventions,” he told Angling International. “I am not a lawyer, but I understand that my ideas and products cannot

The Robert Khakimov product listing of new and modified baits SOFT BAITS HARD BAITS ● Floating poppers and ● Soft plastic grub ● New hook types walkers (new and ● New jig heads modified) ● Spinners (new and ● Midwater models modified) (for trolling) ● Spoons (modified) ● Bottom layer models (stillandrunningwater) ● Accessories (modified)

go into large-scale manufacture without the support of a company in the ﬁshing tackle ﬁeld. Legal protection of my products is a priority and that can only happen if I partner with someone who understands this aspect of the business in particular. “I am interested in uniting with a brand that has a dealer network, manufacturing resource, experience of hard and soft bait production and good testing facilities, a company that can help me bring my products to the market under proper legal protection. In turn I will provide complete information about my products, plus my skills, new ideas and and imaginative mind, all developed over the past 30 years.”

“I’ve invented a new form for soft baits. I know these lures will be in demand around the world.” The theory behind Khakimov’s baits is based on detailed observation and analysis of existing products. His study of surface baits like ‘poppers’ for instance reveals, he says, that predators are more likely to attack the ﬂoating bait if it remains in one place while still creating its distinctive sounds. He has also made telling discoveries about the action of ‘walker’ baits and reports that his extensive ﬁeld tests have resulted in consistently increased catch rates. Similar observations regarding hard baits for mid and deep water levels have led to Khakimov producing baits he believes

Angling International August 2010

are more effective than many currently available. Khakimov has applied his inventive thinking to soft baits, but is reluctant to reveal too much detail for fear of copying. However, he did tell Angling International: “I have invented a new contour, form and content for soft plastics baits. I know that these lures will be in demand both in Russia and around the world and will be produced in their multimillions. I prefer not to say any more about their innovative qualities as any fishing designer may guess what it is.” His portfolio also includes hooks and jig heads which he believes will be acclaimed around the world. In addition to the potential for new baits, Khakimov has worked on the upgrading of spinners, spoons and hard baits. His work in these areas can easily be translated into improved sales by the right company, he says. “Small modifications can make all the difference,” he explains. “For instance, just by adjusting the speed of the horizontal ascent of floating hard baits can dramatically improve results. “I have lots of great ideas but I am prepared to share them only with the team who wants to work with me. Lots of manufacturers are not fully meeting the demands of anglers and I believe I have something to offer them. My head is full of suggestions for new and improved products.” Khakimov will continue his work on discovering new baits and improving old ones, all the time hoping that companies reading this article will want to know more about him and what he does. “Get in touch,” he urges. “What have you got to lose?”

Want to talk to Robert Khakimov?

Here’s how to contact him...

Interested parties can email robert.khakimov@gmail.com or make contact by skype at robert.khakimov

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

Hart finds alternative to EFTTEX

nternational brand Hart reported its “most successful EFTTEX in recent years” – without exhibiting at the show. Aike Klein, Sales Co-ordinator for the European distribution of Hart, experimented with an innovative approach to the show by inviting customers to the beachside Sidi Saler Hotel in Valencia rather than taking a booth in the hall. Klein still plans to exhibit at Amsterdam in 2011 and believes the show will be a success there, but he is delighted with the results of his three-day informal gathering in Valencia. “It was a great opportunity to meet and talk with people in a relaxed atmosphere,” he told Angling International. “We made many interesting new contacts and, more importantly, we strengthened our relationships with existing distributors and met some new distributors.” A shuttle bus was organised to take his guests to the Feria Valencia each day and in the evenings customers were able to test product on the beach or in the hotel pool. Klein is convinced that a more central

European location is important if EFTTEX is to attract a bigger and better audience and, looking ahead, believes that EFTTA should consider a different format to reflect a changing market. This, he says, should include reduced stand prices in Amsterdam to encourage more companies to go. “EFTTEX is a get together of the industry and not an order-writing show. I question if I need to pay money for a stand for this type of gathering,” he added. “Perhaps EFTTA should now start to think about a different approach. “I think that EFTTA as the organisers of EFTTEX and also Angling International as the official media partner would be more credible if they accepted that we are all passing through a profound crisis. If somebody tells me that new records have been broken and everything is perfect then there is a loss of credibility. “It is not a time to be pessimistic however. It is a time to be pro-active and use different ways to approach the market, to question the old ways and move on. But the first step is to accept the reality.”

Ab Above: Aike Klein (centre) with Philip Roden (left) and Jaco Jacob Behar from Shlomo Behar Ltd., the company which dist distributes Hart products in Israel. Top: The Sidi Saler Hotel where Hart hosted wholesalers. To Left: Fish caught with Hart products on a trip to the Le Canary Islands in June. Ca

Leeda makes key appointments MASHAMA LAUNCH UK company Leeda has made two key appointments as it gears up for anticipated growth in 2011. Mick Barnes (below), previously Head of Operations at Cemex Angling, becomes Brand Manager for Wychwood Specimen, while former journalist Nic Brown takes up the newly created role of Marketing Manager. Barnes is charged with the continued growth of Leeda’s big ﬁsh brand and his role will revolve heavily around product develop20

ment. His appointment, says Leeda, is key to the direction of the brand. “In such a competitive market, it is imperative for me that the brand is forward thinking, professional and striving to create new and exciting products that anglers genuinely need,” he said. New marketing head Brown includes experience of running a tackle shop in a varied career, but was Editor of proposed new ﬁshing trade magazine Inside Line immediately before joining Leeda. Owner Target Publishing subsequently decided to suspend the launch of the magazine. He will be responsible for marketing and promotions across all the Leeda brands, allowing the brand managers to dedicate more of their time to creating new products. Both Barnes and Brown will be based at the company’s headquarters in Redditch.

Angling International August 2010

Mashama, a new high-end range of fly fishing hooks for salmon anglers and fly tiers, will be available in the UK and Europe in the autumn. Manufactured from Japanese high carbon steel, the range includes some hooks never seen before, including the ‘Hugh Falkus’ tube treble hooks featuring an anchor-style gape and barbed on the outside of the point. It will, says Mashama, be one of the best designs ever produced for salmon fishing. In addition, there will be a range of Scandinavian-style, large gape double hooks in black nickel and gold plate. The fly tying range will include double and treble hooks in long and short shanks in a variety of patterns and colours. Salmon fly fishing is the smallest sector of the hooks market and has had no dedicated company to serve it, argues Mashama. The company is targeting fly tiers and retailers and promises good margins because it is not trading through distributors or wholesalers. Information from michmashama@ yahoo.co.uk; +44 1750 62320 or +44 7764 359473.

MoranforHardy&Greys Hardy & Greys has reacted to the resurgence in the demand for cane ﬁshing rods by entering into a partnership agreement with world-renowned cane rod maker Tom Moran. Moran will join forces with resident Hardy’s rod builder Calum Gladstone at the company’s newly extended cane department in Alnwick, England, to develop and grow the company’s cane proposition. Although Hardy anticipates an increase in cane ﬂy rod production, it insists this is not a large-scale production line, with every rod and its components being individually handmade and each product taking many man hours to build. Having only recently announced its investment in Sintrix – a new technology it believes will herald the biggest development in rod design for 25 years – the company has moved from

one end of the rod building spectrum to the other in a matter of weeks. “We have seen growing interest in cane rods in parts of Europe, the UK, Japan and especially in the US,” explained Steve Peterson, Marketing Manager Game and Sea. “So we have invested in the future of cane rod manufacture and are delighted to bring Tom’s considerable skills and expertise to Hardy & Greys.” Moran gained his reputation as a rod builder in the Seventies, using only the best Tonkin cane and making his components from scratch, including the famous Moran snake guides. He later spent three years in the US where his rods were in great demand. “I can remember the magic and grace of the Hardy Marvel and CC de France. It’s a thrill for me now to be part of that Hardy tradition,” said Moran.

Above: Tom Moran (right) and Calum Gladstone join forces at Hardy & Greys. • The 2010 Greys catalogue is now available from Greys dealer or as a download from www.greysﬁshing.com. The 177-page catalogue features all the current Greys product from its ﬂy, spinning, coarse, predator, carp and sea ranges. For further information contact speterson@hardygreys.com or gburn@hardygreys.com.

AFTA TO ADD MARINE SECTION

Plans to introduce a marine accessories floor into Australia’s biggest fishing tackle show – held over from last year due to the downturn in that sector – are expected to stimulate increased exhibitor space and visitor attendance in 2010. The Australian Fishing Tackle Association (AFTA) trade show, scheduled for August 14th to 16th at Queensland’s Gold Coast Convention Centre, had already added extra floor space last year in anticipation of the move. The show will also present an opportunity for AFTA to further promote its consumer website, launched at last year’s show and a key element

in the association’s strategy. Almost Aus$170,000 dollars have already been invested in the website – including spend on national consumer advertising – in a bid to make it the number one ﬁshing reference site in Australia. The prize draw that is so popular with retailers will again be repeated, giving retailers who vote in the New Products Awards the chance to win Aus$500 worth of stock every hour. Only registered Australian companies can exhibit at the show. Exhibitor information is available from show@ afta.net.au, on +61 2 9695 7799 or by visiting www.afta.net.au. For venue information visit www.gccec.com.au August 2010 Angling International

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Spro prepares ground for brand expansion

pro BV is already known the world over for its quality brands and distribution partners. But the Netherlands-based business is now putting an expansion programme in place that will increase its influence in the industry still further. The company, which also operates in Germany as Spro GmbH and in the US as Spro Corp, has exciting plans for the development of its own brands – and may even include acquisitions in its pursuit of market share. As exclusive distributor of Gamakatsu products in Europe and having recently added Dynamite Baits to its impressive list of partners, Spro is certainly in a strong position to move on to another level. “Expansion will come mainly through our own brands. The key focus is definitely on the product development of Spro, Gamakatsu and Strategy,” explained Senior Manager (Product Development and Sourcing) Pascal Vermeulen. “It also goes without saying that our first steps in the watersports business with Watersnake electric motors and boat accessories have been successful. Then, of course, we have exclusive distribution rights for Dynamite Baits in our main markets, a great addition to our programme that has boosted sales. “Nevertheless, concentrating on our own brands will be most important since our expansion goes beyond the product range. It means moving into new markets and territories and may even mean looking at acquisitions to grow market share. “Of course, we are driven by numbers, but when it comes to making decisions we also follow our gut feel.” The Spro, Strategy and Gamakatsu brands

are already sold throughout Europe, but as markets and economies have changed so Spro has identiﬁed the need to look forward and stay ahead of the game in order to assure growth. Countries being supplied directly include Holland, Belgium, Luxembourg, Germany and Denmark, with plans in the making to add the Czech Republic later this year. Behind the scenes, Spro is looking seriously at a number of other markets but understandably prefers to keep details under wraps for the moment. The forward-looking company has adopted an alternative, more relevant approach to the US, where a different market situation and competition has directed its focus onto lures, swivels and Gamakatsu hooks targeting the bass and saltwater markets.

The RedArc – Spro’s current ﬂagship model.

Left: Pascal Vermeulen with Spro President Takayoshi Fujimoto at Spro’s lure test tank. Below left: The Spro BV head ofﬁce in the Netherlands.

Back in Europe, Spro’s main focus for product investment will be on new spinning and freeliner reels, a project started this year with the results due during late 2010 and early 2011. “The reel sector is very important for us,” explained Vermeulen. “The Spro RedArc – a multiple price-winning front drag reel – is our current ﬂagship model and we will have new models coming out featuring outstanding drag systems, smooth gears and a modern design. “Besides this, we will focus on carp and predator ﬁshing, the two main markets for us. Our team is working closely with key consultants to develop new and innovative products. So there will also be investment in tooling for exclusive accessories and hardbaits.” Spro is under no

Angling International August 2010

Below: New for 2011, Strategy ‘The Fuzz’ rig complete with hook.

illusions that, in an increasingly competitive market, clear differentiation of its products is essential if it is to succeed with its plans to take greater share. The company’s philosophy is that every one of its products is designed to make it easier for anglers to catch fish, Vermeulen despising the copies designed “to catch fishermen and make easy money.” “Our innovation strength is evident in the predator scene in particular, with European lures like the Screamin Devil and Pikefighter series and the US-originated BBZ Swimbait, ArukuShad and Bronze-eye Frog, plus more recently the introduction of our Strategy ‘The Fuzz’ products on to the carp scene.”

HOW MANY COMPANIES HAVE PRE-BOOKED FOR EFTTEX 2011? See p40

Bordeaux to stage EFTTEX?

FTTEX could be held in Bordeaux for the ﬁrst time ever in 2012. When members were asked to choose their favoured destination at the Association’s recent Annual General Assembly, the French city emerged the clear favourite over other shortlisted cities, Nuremburg and Munich. EFTTA President Pierangelo Zanetta was at pains to point out the vote was taken only to guage the feelings of the members present and was in no way ﬁnal, emphasising that the

cost implications of each of the three cities in question still had to be taken into account. But the chance to go back to France for only the fourth time since the show was launched almost 30 years ago – Paris was the venue in 1983 and 1987 and Lyon in 2000 – clearly proved very popular with members present. Famous for its wines, its chateaux and gothic cathedrals, the beautiful Aquitaine city fulﬁls many of the ‘tourist’ criteria necessary for a successful show destination. EFTTEX is heading back to Amsterdam

UK MD Graham Thomas leaves Pure Fishing

Graham Thomas has left his position as Managing Director of Pure Fishing in the UK after 22 years with the company. Thomas originally joined Abu Garcia in Middlewich in May 1988 as Financial Controller. Graham Thomas: “The time is right to move on.” The company was subsequently bought by Outdoor Technologies, which later evolved into Pure Fishing. Thomas handled the sale of Pure Fishing’s ﬂy line production facility to Canadian company Northern Sports last year and also orchestrated the company’s move to its new headquarters in Redditch, incorporating the set up of Pure Fishing’s dedicated warehouse in Bristol. Explaining his departure to Angling International, he said: “The key task of reorganising

and restructuring the company into a new head office and new warehouse in the UK is complete. Everything is set up perfectly for Pure Fishing to carry on going forward. “Now, after travelling from my home in Manchester to Pure Fishing’s offices in Redditch for two and half years, the time is right to move on. It is a great company and I have really enjoyed driving the business forward. If the right opportunity arises to return to the fishing tackle industry in the future then of course I would consider it positively.” Thomas’s role included responsibility for Shakespeare Fishing Tackle (following the departure of its Managing Director Paul Casey in June 2008) as well as Penn Fishing Tackle. Angling International understands there are no plans to replace him. Speaking to this magazine in July last year, he said: “Everything is set for a really good year next year. I am really excited about the future for Pure Fishing.”

for the ﬁrst time in ten years in 2011, a move welcomed by the worldwide industry because of the Dutch city’s excellent travel links, an exhibition centre with a proven track record and the high concentration of distributors and dealers in the Benelux region. Ten of the 29 shows to date have been held there, four of them consecutively between 1988 and 1991. Nuremburg has twice hosted the show, in 1998 and 2003, and was on the shortlist for 2010. Munich however has never been an EFTTEX venue.

Gluszek joins PowerTeam

PowerTeam Lures, a new US company that made its debut at this year’s ICAST, has recruited bass veteran and guide Pete Gluszek to its pro staff. Gluszek, co-owner with Mike Iaconelli of The Bass University instructional programme, became a fan of the soft plastic baits after using them in the tidal waters of the Chesapeake Bay and being impressed by their scent, design and action. The FLW pro was signed by PowerTeam owner Bob Bernotsky, who said: “As an avid bass fisherman for over 25 years I think I have tried every bait in the market. It was time for something new and innovative and I believe I have the answer.” Bernotsky, who founded the business with his wife Katie in Jackson, New Jersey, after two years of research and development, reports that his baits were flying off the shelves even before they were formally advertised. Now the industry has been able to see the new lures first hand following the official unveiling of the company in Las Vegas. Products on show included PowerTeam’s newest addition to its line of creature baits, the Diesel Craw, a “killer bait” designed for flippin’ and pitchin’. For further information about PowerTeam and its products visit www.powerteamlures.com August 2010 Angling International

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

‘FEW CROWDS’ BUT EFTTEX ENDS ON A POSITIVE NOTE FOR MOST EXHIBITORS retailers clearly did not meet the expectations of some exhibitors on the show ﬂoor. “I was surprised to see only a few Spanish retailers at the show,” said Marta Szalkowska, left, Export Manager for Polish lure manufacturer Design Fishing. “I don’t know the numbers but that was certainly my impression. However, I had great feedback from my 2009 new distributors in France, Benelux and Greece. They all decided to make the Dragon range wider in their countries. “I also had interesting meetings with companies from my target countries like Hungary, Romania, Bulgaria, Turkey, Switzerland and Spain where we are looking for distributors. The next few months will show the measurable effect.” Hardy & Greys Managing Director and EFTTA Board member Richard Sanderson, (above) reﬂected on a “good overall show” for his company but also noted a lower than

“SOME FELT NUMBERS WERE LOW BUT STILL SAID THEY HAD A GOOD SHOW AND BOOKED FOR 2011.” 24

Angling International August 2010

anticipated home turnout. “Although trafﬁc on the stand was down on previous years, we did see our key customers,” he said. “I think the disappointment was over the local Spanish retailers. However, Spain is having a tough time with their economy so it is perhaps understandable. “Clearly the feedback from most markets is that the combination of a tough economic climate and poor weather conditions has had a marked impact on the angling trade in Europe. I think we all expected a rough ride with sales in 2010, but currently the market is still running behind last year. That means it’s probably off the 2007-08 peak by over 30%. Sobering conditions.” Brandon Hwang, Managing Director of wader and clothing brand Aquaz, also pointed to the economic situation as the reason for the show being a “little slow”. He added: “It is still affecting customers in some countries. However, I had a good show and have met several distributors in existing markets and some from new territories. We introduced new products including a breathable wader, wading shoes, sandals and several new clothing lines. Feedback was very good with the expanded clothing range being particularly well received. There will be more new items soon.” For its part EFTTA has pointed out that there are obvious risks inherent in its central strategy, that of moving Europe’s keynote show to a different location each year. Says

tatistics, it is said, can be made to say anything. But whichever way you look at them, the official postshow numbers from EFTTEX make impressive reading. EFTTA has reported its fifth ‘sell-out show’ in succession, with a year-on-year increase of 7% in floor space, along with 247 exhibitors and 1606 visitors, both of which are up on the previous two years. And yet, almost without exception the exhibitors spoken to by Angling International felt the visitor numbers at Valencia were low. However, the fact that most, if not all, of those same exhibitors reported a ‘good show’ suggests that EFTTA got it right for the majority. In truth visitor numbers don’t always guarantee a good show. Speak to most exhibitors and they will tell you that it is the quality of the meetings rather than the quantity that is most important. Spain had been an interesting – some would say controversial – choice of venue. Critics pointed to the relatively modest sized market in the Iberian Peninsula and others complained of complex travel arrangements. Although the attendance from the home nation was high compared to Hungary and Italy in previous years, the number of Spanish

THE NUMBER OF COMPANIES EXHIBITING AT EFTTEX FOR THE FIRST TIME (EFTTEX 2009 SAW 42 NEW COMPANIES)

Visitor numbers were up year-on-year but for some exhibitors it just didn’t feel like it. Once again, those that planned ahead reported the best business.

WHICH LURE COMPANY WON THREE EFTTEX AWARDS? See p32

2010 2009

E F T T E X W E L C O M E D A T O TA L O F 1 5 0 5 V I S I T O R S T O T H E 2 0 0 9 S H O W, B U D A P E S T *

E F T T E X W E L C O M E D A T O TA L O F 1 6 0 6 V I S I T O R S T O T H E 2 0 1 0 S H O W, VA L E N C I A *

CEO Jean Claude Bel: “Spain was a risk according to some people, but then we have people predicting a disaster whenever we choose any location other than Amsterdam. We heard the same arguments: flight connections, distances, the Spanish economic situation, no retailers will come. I haven’t heard the risk of malaria yet, but I wouldn’t have been surprised! “It is not easy to find the right place, you always have to make compromises, but Valencia was a good choice,” he added. “The location was brilliant, Spanish retailers came massively given that it was the first EFTTEX in Spain and most of the people who gathered there were satisfied. “We had more visitors from the south of Europe and probably less from the north, but that’s why we try to reach everybody by moving the show each year. We actively worked with some Spanish companies months before the show in order to encourage Spanish buyers to come.” But what about the perception of low visitor numbers? “Being in two halls always gives the impression that numbers are lower, plus the aisles were wider than usual. And what I would say to those exhibitors that complained about the attendance is this: is it the attendance at EFTTEX or the attendance at their stand? There is a difference. Exhibitors who helped promote EFTTEX by investing in their own marketing beforehand would have had people stopping at their stand. It can make a big difference at the end.” It is a point borne out by UK company Tubeology. As one of the 52 new exhibitors (ten more than last year), it saw EFTTEX from a fresh perspective. “Our experience was excellent,” said co-owner Ann Kitchener. “We were delighted to have seen a good number of new distributors from all around the world. Some visitors said they were glad to find something new at the show as a lot of the other products and stands were very traditional and not innovative. They were pleased to take Tubeology as a new offering to their clients. Continued overleaf...

*includes press visitors

EFTTEX 2010 was the ﬁfth consecutive sell out show, where a total of 7,874sqm exhibition ﬂoor space (including EFTTA and association stands) was sold, an increase of 7% on last year in Budapest. EFTTEX 2010 welcomed 247 exhibitors and co-exhibitors from 40 countries.

Statistics for EFTTEX Valencia Visitor numbers by day

FRIDAY 11TH JUNE SATURDAY 12TH JUNE SUNDAY 13TH JUNE

830 551 225

Types of visitors

RETAILER MANUFACTURER WHOLESALER AGENT

24% 21% 45% 9%

Top ﬁve visitors by country

SPAIN FRANCE ITALY GERMANY PORTUGAL

572 78 75 71 61

Top 4 retailers by country SPAIN FRANCE PORTUGAL UNITED KINGDOM

255 30 19 11

Top4manufacturersbycountry SPAIN CHINA JAPAN GERMANY

123 38 23 22

Top 4 wholesalers by country SPAIN ITALY PORTUGAL GERMANY

229 38 36 35

Top 4 agents by country SPAIN FRANCE GREECE ITALY

77 9 8 8

European vs non-European visitors

EUROPEAN 1373 NON EUROPEAN 233 August 2010 Angling International

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

Left: Lineaeffe had an impressive stand and enjoyed a good show. “Spain was the right place for us,” they said.

“Other traders said they felt the numbers were down, but as this was our first time we couldn’t comment. We were just pleased to be busy non-stop and secure some excellent new business which has already turned into signed distribution agreements and stock orders.” EFTTA’s choice of Spain as a venue could hardly have been better timed for Italian company Lineaeffe, which has recently established a company in Madrid. “We had a good exhibition, mainly because we received visits from a lot of our Spanish customers,” explained owner Federico Ferrari. “This was important because we have just opened Lineaeffe Iberica Pesca, a sister company in Madrid. So Spain was the right place for us. “We thought we would see more buyers from the North African territories and Arabia, but they did not come.” Once again EFTTEX attracted a strong contingent of American exhibitors, among them lure company Sébile. Chief Operating Officer Russell Gray expounded the benefits of forward planning as a key reason behind his company’s very successful event. “We ensure that we schedule time with not only our current international distributors, but also any potential distributors that we have

identiﬁed or who might have contacted us,” he explained. “So our time is very full with business meetings. Our casting pool is also very important at any event and this year’s EFTTEX reinforced that. “Overall, the attendance seemed good. There were some periods of inactivity but this may have been the effect of the show being split between two halls. We look forward to a single hall in Amsterdam to maximise the visitor presence at the booths. “The exhibitor and visitor quality seemed high which, when combined with our own

experience in increasing international sales, indicates that while some economies are still struggling, there is definitely a strong and active retail/wholesale group in the international fishing market.” Steven Miller, Sales Manager for fellow US company American Fishing Wire/HI-SEAS, echoed some of Gray’s thoughts, but felt there were not very many new distributors or dealers walking the show floor. “It seemed quieter than normal,” he told Angling International. “However, it was a good show for us. There were a pleasing amount of new

Angling International August 2010

opportunities to expand business with our current customers and also a handful of new opportunities with some prospects. It is evident that the industry in the European market is being affected by the world economy and by this past harsh winter. We will always continue to attend and support EFTTEX as it provides a great platform for cultivating new and existing business.” Russian lure company Extreme Fishing is another to have already booked for Amsterdam, but not on the strength of its experience in Valencia. “Overall, the show was not so good for us,” said Managing Director Vitaly Pchelnikov, who felt visitor numbers were below Budapest. “The first day was very busy, but the second day we got five times less and the third day hardly anyone. The low numbers suggest the industry is still affected by the financial crisis. We would be prepared to work with EFTTA on special promotions to make the show more attractive. “It seems the market does not need high quality, high price products. So it is time for us to think about changes in strategy, pricing and products. We are a Russian company trying to build an international brand. I am confident we have the best quality lures on the market, a great catalogue, attractive packaging and, most importantly, the ability and ambition to compete with top brands in the international marketplace. We will think hard about the next step.”

EDITOR’S COMMENT

“MAYBEWESHOULD ASK HOWLONG BUYERSSTAY”

Above: Extreme Fishing from Russia saw a dropoff in interest on the ﬁnal day and will have a new strategy in place for Amsterdam. Left: Steven Miller of HISEAS (on right) felt the show was quieter than normal but still did good business.

EFTTEX in Valencia proved to be intriguing in more ways than one. While the organisers are celebrating an increase in visitor numbers – a real triumph given the current economic climate and a brave choice of venue – the perception of a high proportion of the exhibitors I spoke to is that visitor numbers were down. These comments have come not from individuals with any kind of axe to grind against EFTTA and are certainly not founded in mischief, but rather stem from constructive criticism from staunch supporters of the organisation, Board members included. Indeed most of these comments come from companies who have gladly signed up for EFTTEX 2011 in Amsterdam. So why the difference in perception? Well, holding the show in two separate halls

WHAT AWARD DID RAPALA WIN AT EFTTEX? See p36

certainly creates the illusion of fewer people, a factor identiﬁed by some of the exhibitors that we spoke to. This was also compounded by the fact that in the interests of its members and its visitors EFTTA expanded the width of the aisles. This had a positive effect on the professional appearance and accessibility of the show and I personally spoke to a number of exhibitors who praised the smooth running and layout of the show. EFTTA are to be congratulated on a superbly organised event that raises the bar for show organisers everywhere. But it does make a show look less busy. There is however another question, the answer to which may usefully contribute to the debate. That is, how long do visitors stay in the halls? There is no easy answer without recourse to research, but clearly 1600 people attending the show for an average of a day and a half makes for a much busier show than if they stay for only a day. Does EFTTA have this kind of information from post-show research – and if so what does it tell them? I don’t know, but I plan to ﬁnd out. It’s information that could prove invaluable to exhibitors planning their activity and marketing at the show.

MEL BAGNALL

Cyprus

Norway

Australia Bulgaria Romania Finland Sweden Israel Czech Republic Korea Poland Turkey Austria

Ukraine Others

USA

Spain

Greece Japan Netherlands

Russian Fed

Individual visitors by country

UK China

France Portugal Germany

Italy

SO HOW WAS IT FOR YOU?

MORE EXHIBITOR COMMENTS ON THE QUALITY OF EFTTEX Piotr Piskorski, Salmo “The show was good enough for us, with a number of meetings with our distributors to discuss future business and new developments. However, we have not seen many new clients and the overall attendance did not seem high. I think business was probably poor for many exhibitors.” Paul Bernegger, Fishouﬂage “We viewed the show

as being a real success. In addition to interest from around 12 distributors in ten different countries, we had quality meetings with some large manufacturers.” Brigitte Carlson, Wright and McGill/ Eagle Claw “EFTTEX was well organised and for us it was a good show. We had a few new products which drew interest from many people and we signed up three new accounts. Many of our existing customers were able to come and look at our new products and all of them had very positive reactions. Overall, I would say that

the show was a good show for companies outside the Euro zone, considering the economic situation in Europe and the weakness of the Euro.”

Kiril Andreev, K&K Ltd “It was a successful show. I heard from quite a few companies that they would not attend this year (both exhibitors and visitors) because of the distance. The impression I got was that there were less visitors than usual.

However, the quality of the visitors was probably higher because we were very busy almost all the time and I could hardly ﬁnd time to visit some of our partners, who were also exhibiting. As for the trading climate, I got the impression that many companies have not expected the depth to which the stagnation has gone and were not prepared for this. Many are also cautious for the future with fears of a new wave of the crisis. I also tend to think that the coming winter will not be an easy one. But we have already booked our stand in Amsterdam and

expect another successful show there.”

Ole Bjerke, Mustad “Mustad had a good show. We pre-booked with our distributors and had productive meetings. Sundays are mostly drop-in business and this year we saw quite a few retailers to show next year’s products to. The exhibition venue was superb and worked very well. I think two halls tends to spread visitors and results in less activity in the aisles.

All in all, a good show. The industry needs a meeting point.”

Mike Brooks, Ardent “Attendance may have been flat or down, but the quality was high. The level of traffic doesn’t necessarily have anything to do with completing quality business transactions, and that’s the reason we were there this year. The first day, Friday, was a little slow but I attributed that to the fact that many visitors would still

August 2010 Angling International

have been travelling. Saturday was busy and Sunday even busier.” John Zerihoun, Imago “The crowd was missing. Everyone exhibiting said the same. The retailers were simply not there.”

Marty Johanson, CD Rods “The show this year was good for me given it seemed to be way down on numbers, which I think is down to the location.”

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Further growth predicted for Greys & Chub Carp

Gavin Burn, Marketing Manager Carp & Coarse, explains why the Greys and Chub Carp brands are facing the future with renewed conﬁdence.

“While 2009 was a great year for Greys and Chub Carp, here at our base in Alnwick in the UK there is renewed excitement. The launch of the new Greys Spod and Marker Plus rods has caused a huge stir in the market. Better than Gavin Burn: “Our new rods their predecessors and at a outperform anything on very affordable price, these the market.” rods will continue to go from strength to strength. “It’s testament to their design just how well the original Greys Spod and Marker rods have stood up to the test of time. For their successors, we’ve taken nothing away but improved the composite materials where needed to ensure that these rods outperform anything on the market. “The new Greys Spod Plus rods build upon their predecessors’ impressive reputation. We have enhanced the blank construction to allow for a smoother progression of power through the rod whilst retaining a lightning-fast tip recovery speed for accurate spodding. “Improvements to rod balance and blank torque help to optimise casting performance no matter what the size of spod. The rod guides have also been upgraded to our G-Lite™ Ultralite SIC guides. “The standard 12ft model is the perfect tool for baiting up at ranges up to 100 yards. Anglers will ﬁnd the blank is easy to compress with a wide range of

spods, propelling them out with the minimum of effort. “When regularly fishing in excess of 100 yards or when ultimate distance is required, the 12ft 6ins Distance Spod Plus is the rod for the job. Now fitted with distance 50mm ringing pattern to a 16mm tip, longrange casting and big spods are what this rod is all about. “In the modern carping age a marker rod is essential. Using one will help provide a better understanding of the lake bed and enable the user to find features such as depressions, gravel bars, weed beds and silt gulleys. The blank construction of the Greys Marker Plus rods has been enhanced to make it capable of casting big leads and markers to the horizon. “These blank improvements are combined with a ground down rod tip for increased responsiveness. This gives the perfect balance between a powerful fast taper butt section and a sensitive tip. “The standard 12ft Marker Plus is able to cope with leads up to 4oz and is the perfect multi-range rod for all but the most extreme distance marker work. The rod guides have been upgraded to our G-Lite™ Ultralite SIC guides with a standard 40mm butt to a 12mm low profile tip. “The 12ft 6ins version is built for all long-range marker work when needed. Leads up to 5oz get the most out of this blank, which is now fitted with G-Lite™ Ultralite SIC guides and distance 50mm ringing pattern and 16mm low profile tip. At Chub we continually strive to make innovative products that anglers want. The guys in our New

Left and below: the new Chub Xtra Protection Cradle puts ﬁsh welfare at the forefront of design.

Product Development team are some of the best anglers in the country. Fish welfare also plays a huge part in our thinking and with this in mind, Chub has developed a new range of protection cradles. “The new Xtra Protection Cradle features a unique fold-flat design that allows the side panels to stay upright, affording more protection than its predecessor. It is fitted with a calming cover and a new roll-up kneeling pad, providing the ultimate in fish welfare and protection. The Euro version has been redesigned to feature an integral mat that is well padded and removable for easier cleaning. It comes with a carry bag, webbing and straps.”

Want to talk to Greys and Chub? Here’s how to ﬁnd them...

Above: the improved Greys Marker Plus and Spod Plus rods.

Tel: +44 1665 511507 Fax: +44 1665 602389 Email: gburn@hardygreys.com Web: www.greysﬁshing.com

Angling International August 2010

BESTNEW PRODUCTAWARD N T EW S E

AF TER VALENCIA, WHAT NEXT FOR THE 2010 AWARD WINNERS

WELCOME to the ﬁrst part of our review of the EFTTEX Best New Product

TOM LEGGE Angling International staff writer

Award winners for 2010. As part of the panel made up of six independent judges, it was a privilege for me to assess this year’s entries at the show in Valencia. I know my fellow judges – all respected angling journalists from different parts of Europe – felt as I did: this year’s awards were probably the most keenly fought and tightly contested that we have ever known. On behalf of the judging panel I would like to congratulate all the entrants. They proved beyond all doubt that innovation is alive and well in our industry. This section is a celebration of the winners, but it is only fitting that we also reflect on the quality of those products that were commended by the judges in each category. All would have been worthy winners and many came very, very close to taking home an award. You will find the full list of commended products on page 10 of this issue. If you are a buyer or distributor I would urge you to contact the companies behind them. You will not be disappointed. But in the meantime, enjoy this special winners’ section.

Okuma p34 Why the new Andros tops the list of new user-friendly multiplier reels.

THE EFTTEX AWARD WINNERS IN THIS SECTION

Part One of our review of the Best New Product Award winners includes reaction from Shimano and Sébile, two companies that celebrated triple success in Valencia, plus the thoughts of Pure Fishing after success in a new category.

30 Berkley Gulp! Carp

Pure Fishing has big ambitions for the carp baits market, so what could be better than victory in the new Soft/Hook Bait category introduced to the awards for the ﬁrst time at EFTTEX 2010?

31 Parallelium Hyperﬂuorocarbon

The French line brand secured its second victory in three years in the Best New Monoﬁlament Award category. Now it is looking for distributors in the USA and ten European countries.

32 Sébile’s triple success

“This is a dream come true,” said owner Patrick Sébile after ﬁnishing top in three categories at Valencia: Best New Hard Lure, Best New Metal Lure and Best New Accessory. Here’s how he plans to make the most of his success.

34 Okuma Andros

P LI E R The bite alarms destined to become a big hit with young anglers.

35 G.Loomis NRX ﬂy rod range

“We have a new jewel,” say the rod pioneers. Now they aim to capitalise on their win with a massive international sales push, backed by Shimano’s superior distribution network.

WINNER

A popular choice in the Best New Multiplier Award category. “We view this as deserved reward for the Okuma team’s great development work,” says Product Manager Mads Grosell.

G.Loomis p35

36 Rapala Digital Scale

Victory for diversiﬁcation! The lure giants have worked hard to add high quality accessories and equipment to their portfolio and were delighted to win the Visitors’ Choice Award at EFTTEX. European Brand Manager Raffaele Mascaro on the NRX ﬂy rod range.

August 2010 Angling International

BEST NEW PRODUCT AWARD W H AT N E X T F O R T H E 2 010 AWA R D W I N N N E R S

BEST NEW SOFT DOUGH / NATURAL HOOK BAIT BERKLEY GULP! CARP

THE GULP! CARP RANGE AT A GLANCE

Above: Pascal Grillot (centre) and the Gulp! Carp development team celebrate their win.

brand new venture for global angling powerhouse Pure Fishing began perfectly with victory in the new soft bait section of the EFTTEX Best New Product Awards. Berkley Gulp! Carp – a range of boilies, pellets and seeds, plus additives and flavourings – is the Pure Fishing group’s first serious move towards tapping into the massive carp fishing market. Although some of its other brands like Shakespeare and Abu Garcia have produced rods and reels aimed at carp anglers, it was the acquisition of dedicated specimen brand JRC a couple of years ago which sparked progress towards a major assault on the carp bait sector. Rather than launching under the JRC brand, Pure Fishing knew it would make better sense to harness existing in-house expertise from the Berkley Gulp! stable, producers of a host of baits which have sold strongly in the USA, Europe and beyond over the past decade. Headed by Pure Fishing Europe’s Products and Marketing Director Pascal Grillot, the Gulp! Carp project featured the expertise of 30

Angling International August 2010

two vastly experienced carp experts: Frans De Cuelaer – who for many years led the Starbaits brand development for Sensas of France – and Jan Mertens, who oversees the JRC brand and previously worked for Fox International. With added input from Berkley’s bait scientists including a full-time nutritional chemist, the result of the team’s two-year development programme was unveiled at EFTTEX 2010 in Valencia via an innovative display including sweet dispenser-style units, which allowed visitors to handle and smell the baits. Winning the new Best New Soft Dough/ Natural Bait Award at EFTTEX was indeed a satisfying start for Berkley Gulp! Carp, but what now lies ahead? In a colourful sector where shelves already bulge with dedicated carp baits, retailers will doubtless ponder the advantages of stocking the Berkley Gulp! Carp range. At EFTTEX, Pascal Grillot and Fanny Champlon, Pure Fishing Europe’s Head of PR & Marketing, were quick to reel off a host of compelling reasons ahead of September’s ﬁrst deliveries into shops in the UK, France, Benelux, Continental Europe and Japan. Berkley Gulp! Carp, they say, offers a compelling mix

ST N E W

WINNER T/

Victory in the new soft bait category is the perfect launchpad for Gulp! Carp, says Products and Marketing Director Pascal Grillot.

Berkley makes impressive start in its ambitious assault on the carp baits sector

● Boilies Eight proven new flavours, choice of popular sizes, made with only best human-grade ingredients to ensure highly digestible bait with excellent nutritional profile. ● Pellets Nine flavours, five sizes. Extruded not pressed, containing only the finest natural, nutritious, attractive and biodegradable ingredients to enhance carp health with no harmful preservatives. ● Ready Seeds Nine varieties, supplied in 800ml or 1800ml tubs and buckets. Cooked using a new and advanced preparation technique in a special pre-mixed Gulp! technology liquid to further enhance all the natural attractants and oils. ● Boilie Dips Eight flavours, supplied in 150ml jars. Combine carp-attracting oils with a range of flavours at the optimum ratio to attract without overloading the fish. ● Oils/Liquid Attractants 11 flavours, in 150ml, 250ml or 500ml bottles. Provide extra pulling power through carefully sourced ingredients for an all-important extra edge. ● Pop-Ups Eight flavours to complement the boilie range. High visibility, incredible buoyancy even after long durations in the lake. Available in 12mm, 16mm and 20mm sizes with free special attraction liquid.

UGH

of marketing and product support, including: ● A strong merchandising campaign for retailers in these countries, underlining the ‘Superior Catch Rate’ slogan. ● A dedicated Gulp! Carp website (www. gulpcarp.com) to be launched in September, inc luding high resolution video footage. ● Product support from a 60-strong pro staff team across Europe to provide website content and answer consumer questions. ● A dedicated Gulp! Carp catalogue, again available in September, to be published in several different languages. ● A commitment to have all baits made in Europe to ensure fast reaction times, innovation and continuing development. ● A pledge to meet regional demands and listen to consumers when deciding on additional products to join the range. “This is a big step for us,” said Grillot. “We know these baits bring a Superior Catch Rate and we will make sure this message is heard and understood.”

C O N TA CT

T: + 33 450 967700 E: fchamplon@fr.pureﬁshing.com W: www.pureﬁshing.com

BEST NEW MONOFILAMENT PARALLELIUM HYPERFLUOROCARBON 3CORE

Mel Bagnall presents Frédéric Parrier with his award.

ST N E W

PARALLELIUM READY TO CAPITALISE ON SECOND WIN IN THREE YEARS “This is a genuine step forward in lines,” says General Manager Frédéric Parrier M

WINNER

N O LIN

of Hyperﬂuorocarbon 3Core. “Distributors around the world should take note.”

resh from success at EFTTEX 2010, award-winning line manufacturer Parallelium wants to form new business partnerships in ten European nations. The French company’s new Hyperfluorocarbon 3Core was voted Best New Monofilament by a panel of independent judges at June’s prestigious showcase in Valencia, Spain. Parallelium’s General Manager Frédéric Parrier was quick to identify territories where he believes mutually beneficial partnerships can flourish, with HyperFluorocarbon 3Core at the vanguard of a host of other high grade fishing lines covering all aspects of the sport. Speaking to Angling International the morning after the EFTTEX Awards Business Reception, Parrier looked ahead to July’s ICAST show in Las Vegas – and predicted strong US growth for the brand, putting his

C O N TA CT

T: +33 676 362 325 E: contact@advancium-technologies.com W: www.parallelium.com

trust in an irresistible combination of product quality and targeted marketing. Backing his lines are a number of American pro staff consultants such as competition bass circuit aces Scott Martin, Joe Thomas, Mark Pack, Justin Rackley and Tom Redington. Not that Parallelium is ignoring its home continent. Quite the opposite. Parrier is inviting enquiries from potential distributors/ wholesalers from all of the following nations: Russia, Ukraine, Kazhakstan, UK, Ireland, Germany, Denmark, Finland, Sweden and Norway. “This year was our best ever EFTTEX show. We are very pleased because we had lots of contacts. Take Russia for example. Valencia may prove to have been even better than last year in Budapest, which is a pleasant surprise for a show in Spain. But more contacts from these listed countries are still wanted,” said Parrier. So what is so special about the new Parallelium Hyperﬂuorocarbon 3Core to bring this company its second EFTTEX Best New Product Award in three years? Parrier and his leading European consultant, worldwide angling guide Alban Choinier, point out a

number advantages their product has over other fluorocarbons on the market including: ● A triple structure ‘innovation by rupture’ construction, which creates genuine all-in-one pure fluorocarbon. ● A combination of high knot strength and huge abrasion resistance. ● The line’s availability in two options, shock leader (0.17mm to 0.70mm) and regular (0.17mm to 0.50mm), in a variety of spool capacities. ● Shop-friendly packaging and fast delivery. “This line is proper innovation, not marketing spin,” insists Parrier. “As a premium product with heavy research, development and field testing behind its launch, the price reflects this. But we know anglers will recognise this as a genuine step forward in fishing lines.”

August 2010 Angling International

BEST NEW PRODUCT AWARD B

W H AT N E X T F O R T H E 2 010 AWA R D W I N N N E R S

ST N E W

BEST NEW METAL LURE SÉBILE PRO-SHAD SPINNERBAIT FINESSE SÉBILE D&S CRANK DR

The Pro-Shad Spinnerbait Finesse impressed with its key features and detailed ﬁnish.

BEST NEW HARD LURE

WINNER E

L LU

BEST NEW ACCESSORY SÉBILE SOFT WEIGHT SYSTEM

Three more awards conﬁr Sébile as angling’s coming

THE WINNERS’ RELEASE DATES

Sebile’s Pro-Shad Spinnerbait and Soft Weight System will be available worldwide from January 2011. The D&S Crank will be released in Europe in January 2011 and in the USA at a later date.

SÉBILE AT ICAST

Sébile’s plans for ICAST in Las Vegas in July include entering another innovative new lure design into competition, the A.T. Worm. “This is not just one more worm. It works on all terrain – which is why it’s called A.T. – and under all conditions. It has unique new features and beneﬁts for anglers,” said Patrick Sébile. 32

Angling International August 2010

ST N E W

The Soft Weight System allows anglers to ﬁnetune their lures.

WINNER C

ven if its previous successes somehow escaped your attention, EFTTEX 2010 surely conﬁrms Sébile’s status among the world’s elite ﬁshing lure creators. The company, founded in 2006 by Frenchman Patrick Sébile, won an unprecedented three Best New Product Awards at June’s 29th annual EFTTEX show in Valencia, Spain: Best New Hard Lure, Best New Metal Lure and Best New Accessory. Sébile is now headquartered in Colorado, USA. Its products are distributed in more than 40 countries across the globe, but new enquiries are always welcomed from potential business partners in other nations.

EFTTEX 2010 caps an extraordinary rise to power for the lure company. “We always want to be at the leading edge,” says Patrick Sébile. “Nowhere else.”

SS O

Speaking to Angling International the morning after his EFTTEX triumph, Patrick Sébile said: “To win three categories at EFTTEX 2010 is a dream. At the awards evening I was pinching myself to be sure this was true. It means we have now received six best in show awards following our ﬁrst ever at EFTTEX 2008 then two more last year at ICAST. “It is so pleasing to gain recognition this way. Sébile is not a company that produces common styles and already popular tackle like copy makers in the industry. Instead we

research, test and offer unique products that truly speak to the fish more than the angler. This I believe is a big part of our success in such a short time. “We position ourselves at the sharpest leading edge of fishing tackle evolution. Always there, nowhere else,” added angler extraordinaire Sébile, who designed tackle for other companies for 20 years before founding his own business, and whose personal catch CV includes more than 600 species of fish in 63 countries.

Revolutionary in its ability to catch more fish and snag less weeds, roots and assorted junk in heavy cover, Sébile’s patent-pending Gravity Snagless Hook System is the core innovation of the D&S Crank DR, a large-lipped, triangular-bodied series of hard crankbaits. Boosted by incredibly lifelike finishes and a super-tough coating, the Gravity Snagless Hook System is essentially a large, supersharp, rust-resistant, black, wide gape hook which articulates freely with protection from a recess in the lure’s flattened tail section, thus avoiding unwanted snag-ups. The advantages over crankbaits armed with traditional treble hooks are many, says Patrick Sébile: further and truer casting, easier release of fish, vastly reduced snagging in landing nets, plus better penetration through hard mouth sections thanks to perfect angles on the strike. Ideal for casting or trolling, the Sébile D&S Crank DR is a floating diver and comes in two sizes, 55mm (17.5g) and 70mm (25.5g), and nine colours.

SÉBILE PRO-SHAD SPINNERBAIT FINESSE

Featuring tandem high-shine blades plus a hard plastic-encased bismuth body with scale, eye and gillﬂap detail hitherto unseen on any spinnerbait, Sébile’s new Pro-Shade Finesse

has truly raised the bar in the sector. And the innovation is deeper than just cosmetic: a special steel wire lets the angler adjust the bend angle to suit depths and terrain, while an offset black nickel wide gape hook with super-sharpened point results in more hits converted to ﬁsh in the net. Built to last with quality ball bearing swivels of precisely balanced sizes, rubber line retainer at attachment point plus durable hi-attraction skirts, Sébile’s Pro-Shad Spinnerbait Finesse presents the very image of a tempting baitﬁsh shoal to the eyes of predators. It is available in two sizes, 0.5oz (14g) and 0.75oz (21g), and six colour options.

SÉBILE SOFT WEIGHT SYSTEM

signed high grade Japanese hooks with a set of tungsten gum rubber weights to add and remove for a perfect balance, this innovative new system allows the user to create different descent profiles and retrieve actions to suit any fishing situation. Weight forward for an angled descent, weight rear for level descent or weight inside for a unique fluttering side-swim retrieve motion – the more you experiment, the more options you’ll discover. Sébile’s Soft Weight System comes in six size options. To add and remove the reusable weights whilst maximising their lifespan, a screwing motion is advised rather than a straight pull.

Usable with any kind of soft plastic bodies – swimbaits, worms, grubs, craws, frogs, even soft jerkbaits – the Soft Weight System brings a new level of ﬁne-tuning and customer choice to this popular sector of lure ﬁshing. Combining custom-de-

Revolutionary: the D&S Crank DR impressed with its new hook system.

C O N TA CT

T: +1 325 437 8103 E: marketing@sebile.com W: www.sebileusa.com August 2010 Angl Angling International

ST N E W

WINNER A

SÉBILE D&S CRANK DR

A delighted Patrick Sébile at EFTTEX on the morning after the awards ceremony.

ﬁrm g force

Mel Bagnall presents Parrier ric Par édééric Fréd th his award. with

RD LUR

BEST NEW PRODUCT AWARD W H AT N E X T F O R T H E 2 010 AWA R D W I N N N E R S

BEST NEW MULTIPLIER REEL ST N E W

WINNER

OKUMA ANDROS 2-SPEED

P LI E R R

EXTRA FEATURES

Other features and beneﬁts of the new Okuma Andros include:

Sleek, compact and strong, the Andros will be a big hit with anglers predict Svendsen.

Introducing the Okuma Andros – the best of the new user-friendly multiplier reels

A new low-proﬁle reel seat design is the stand-out feature, giving extra spool capacity and more room for stronger lines.

Right: Svendsen’s Magnus Gunnarsson with the award at the EFTTEX Business Reception.

one are the days when anglers seeking a multiplier to tackle big powerful ﬁsh in great depths and strong tides faced a limited choice of enormous, basic and often downright ugly reels. Armed with more high-tech features plus much smaller and sleeker frames and handles, modern multipliers are far more user-friendly while packing the same power as their giant predecessors. Retailers and their customers understand that to really stand out from the crowd nowadays requires something extra special. And the newest multiplier reel to emerge ahead of the pack is the Okuma Andros 2-Speed, winner of the Best New Multiplier Award at EFTTEX 2010. This ﬁve-size reel was recognised by independent judges from the angling journalism community at Europe’s major tackle exhibition. The Andros was applauded for its incredibly compact design, super smooth dual anti-reverse drag system, superior drag force, impressive line capacity, and not least its tasteful and minimalist design. Mads Grosell, Product Manager for Okuma’s European distributors Svendsen 34

Angling International August 2010

Sport of Denmark, said: “We were very happy to receive this award, which we view as deserved reward for the Okuma team’s great development work. “The reel achieved enormous respect and admiration during test fishing for halibut, amberjacks and other hard-fighting species. Without a doubt the brilliant Andros will reach cult status among sea fishermen in general. It is just part of a truly impressive 2011 programme from Okuma that will bring great innovation and quality to anglers all over the world,” he added. Among the multiplier’s innovative design features is its hitherto unseen low profile, which makes it feel like an extension of the rod rather than a clumsy add-on. The secret of Okuma’s success in this area is a low-profile recessed reel seat design which no equivalent rival two-speed multiplier on the current market can offer. In creating this, Okuma’s expert engineers freed up extra spool capacity meaning more line can be loaded, allowing effective fishing in greater depths or at longer distances. This extra capacity – 350m of 0.40mm or 260m of 0.45mm – also allows the user to load safe amounts of stronger, higher

● Two speed settings – 6.4:1 and 3.8:1 ● Six EZO Japan ball bearings ● Dual anti-reverse with quick set rolling bearing plus ratchet system lever drag ● Ergo grip handle knob ● 460g net weight ● Max drag force of 11kg (full) and 6kg (strike) ● Cast control system All this is backed by Okuma’s strong worldwide distribution and sales network plus beneﬁcial retailer terms and support.

diameter lines. The end result is greater conﬁdence, better performance and, best of all,, more big ig ﬁsh brought gh to the boat.

C O N TA CT

T: + 45 46191913 (Europe) E: info@svendsen-sport.com (Europe) W: www.okumaﬁshing.com (international) www.svendsen-sport.dk (Europe)

BEST NEW FLY ROD

THE NRX RANGE

G.LOOMIS NRX

The full G.Loomis NRX ﬂy rod range comprises: ● 4 Trout models: 9#3, 9#4, 9#5, 9#6 ● 3 Stillwater, Seatrout, Salmon models: 10#7, 10#8, 10#9 ● 6 Predator models (Pike, Asp, Wels, Zander): 9#7, 9#8, 9#9, 9#10, 9#11, 9#12 ● 3 Double-handed models: 13#8/9, 14#9/10, 15#10/11

All 16 are equipped with ION-coated Recoil guides, a special new reel seat, new denser H-D cork for extra comfort and sensitivity, plus soft micro-ﬁbre protective bag and durable graphite travel case. Each has a limited lifetime warranty.

Mel Bagnall presents Frédéric Parrier with his award.

ST N E W

WINNER F D LY RO

PRAISE FOR AN OUTSTANDING TEAM EFFORT AS G.LOOMIS CREATES A ‘NEW JEWEL’ The rod pioneer with its Shimano connections is braced for high worldwide demand for its high-strength, low weight NRX ﬂy rod range. Above, from left: Justin Poe (Brand Manager Shimano US), Jim Lebson (MD G.Loomis) and Raffaele Mascaro (Brand Manager G.Loomis Europe) collect their award.

he continuing growth of the G.Loomis brand in the global fly fishing market shows no sign of stopping following recognition at EFTTEX 2010 in Valencia. The US company’s 16-strong NRX rod series was judged Best New Fly Rod amid strong competition, adding further impetus to what is widely regarded as one of the industry’s top cross-Atlantic success stories of recent times. Bolstered by its connections with Shimano Europe’s powerful set-up, there has never been a better time for retailers to stock and sell G.Loomis products. That’s the confident view of the company’s European Brand Manager Raffaele Mascaro. “We will sell these new rods in every area around the globe. In Europe, all our distributors are more excited than ever to start selling NRX rods as soon as possible,” declared Mascaro, himself an expert fly angler from Italy. “A lot of people worked hard and deserved this prize, not least the G.Loomis factory team. In a period of economical crisis, they have been able to increase quality and

production to meet market demand. Also praise must go to Steve Rajeff and his skillful engineering team, plus our R&D people for their continued development of technologies, and our sales and marketing teams in the USA and Europe. “Our pro staff extensively tested these rods with amazing results, both in freshwater and saltwater, in the USA, Europe and Australia. We caught salmon, steelhead, big rainbows and brown trout, tarpon, barramundi, striped bass, pike, bass... the list is pretty long!” added Mascaro. Extra strength for less weight – it’s surely the perfect formula for any ﬁshing rod when it comes to improving distance, accuracy and ‘feel’ whilst at the same time reducing fatigue for the user. A proprietary new technology called ‘nano resin’ makes this dream the reality with all 16 NRX rods. Combined with higher modulus graphite, nano resin allows the use of thinner blank walls. “We are not used to voodoo marketing comparisons and our company is famous for always being in the forefront of new technology development,” added Mascaro. “There-

fore we like to compare our NRX rods only with our GLX, which is still considered a top end rod in the industry. “NRX rods are 15-20% lighter, meaning an NRX 9#8 feels like a GLX 9#6. They are also 20-25% stronger than GLX and more impact resistant. NRX will not replace GLX, it will be an addiction to our range, our jewel.”

C O N TA CT

T: + 31 341 272216 E: raffaele.mascaro@shimano-eu.com W: www.gloomis.com (US) www.gloomis.eu (Europe)

August 2010 Angling International

BEST NEW PRODUCT AWARD W H AT N E X T F O R T H E 2 010 AWA R D W I N N N E R S

VISITORS’ CHOICE AWARD

RAPALA TOUCH SCREEN DIGITAL SCALE

Backlight for night use

Total catch weight facility

Large digital touch screen

Eight data storage bins

Hard-wearing water-resistant casing

ITOR

’

V Comfortable contoured hand grip

WINNER C Heavy duty composite weigh clamp or stainless steel hook

H OICE

Left: Rapala Product Manager Henri Eppert with the award. 36

Angling International August 2010

Visitors warm to Rapala’s innovative digital scale The touch screen scale has already proved a big hit – and vindicated Rapala’s strategy to diversify away from lures.

inning the Visitors’ Choice Award at EFTTEX is particularly satisfying for an exhibitor. To gain the most votes cast by a wide crosssection of tackle trade professionals – distributors, wholesalers, retailers, fellow exhibitors and media – represents a huge boost for any new product’s sales prospects. Rapala is no stranger to collecting awards at EFTTEX. However, the success of its new Touch Screen Digital Scale at the 2010 show in Valencia, Spain had a new global significance for the Finnish company... for this product was actually created in the USA. “Our whole team are delighted with this award for a product we all believe is a major advance for anglers everywhere,” said Rapala’s Henri Eppert between business appointments at the company’s impressive Valencia booth. Eppert also acknowledged the award’s significance in terms of confirming market approval for Rapala’s recent expansion into creating fishing equipment beyond its core product of lures. It also confirms the impact of its Stateside operation. “Jeremy Grayson at Rapala USA is the guy behind the Touch Screen Digital Scale’s design and what he and colleagues created is a truly innovative, user-friendly companion which anglers everywhere will quickly love and regard as indispensible,” he added.

Available in two options – 25kg (50lb US version) and 7kg Tournament (15lb US version) – Rapala’s Touch Screen Digital Scale boasts an intuitive usability element comparable to the world’s leading mobile phones and computer technologies. It is powered by two AA batteries (not included) which give up to 400 hours of life. Bass tournament anglers will love the smaller version’s inclusion of eight culling tags equipped with numerically labelled ﬂoating rubber tubes with secure clips. “Whether they’re tournament anglers or weekend warriors, anglers will be amazed by the functionality and usability of this new touch screen digital scale,” says Mark Fisher, Rapala USA Director of Field Promotions and tournament veteran. In Europe, where the bass scene is far smaller but specimen ﬁshing for carp, pike and other freshwater giants is an ever-growing market, a compact touch screen scale with memory storage facility including weather as well as weights looks guaranteed to become a big seller for Rapala in 2011 and beyond.

C O N TA CT

T: +358 9 7562 540 E: info@rapala.ﬁ W: www.rapala.com

EFTTA TRADING WITH

The voice of the European Tackle Trade 4-PAGE EFTTA SECTION

NEW MEMBERS JOIN THE BOARD EFTTA appoints Ciro Esposito and Hans Jurgen Sanger.

AMSTERDAM SALES BEGIN

EFTTA FINANCES IN BETTER SHAPE

Over 100 exhibitors have already booked for 2011.

The Association has turned a proﬁt on increased revenues, reveals Richard Sanderson.

PRODUCTS • ADVICE • INTERVIEWS

Pierangelo Zanetta: ‘Copyists and licences are the biggest current threats to our industry’ Below: EFTTA President Pierangelo Zanetta addressed the membership in Valencia, praising the industry‘s resilience in tough times.

ierangelo Zanetta has warned the fishing tackle industry of continued threats in the future, pointing to political dangers, the abuse of intellectual property rights and proposed taxes on fishing as key issues. The EFTTA President has sent out a reminder to the trade of the important role the Association plays in defending and promoting the sport in the face of adversity. “As an association, we have to keep a very close eye on what is going on at a political level in Europe. We must keep lobbying for our interests as much as our finances will allow, in order to promote our activity and our sport,” he said. “In Italy a new threat has appeared with the proposal to introduce a saltwater fishing licence. This is an additional tax without any advantage for fishermen. We will help FIPO (Italy’s trade associa-

tion) to make strong opposition and to avoid the disaster when a similar measure was introduced in Portugal. These are the kind of actions that a serious European association has to implement.” Speaking at the recent EFTTEX show, he urged the industry to combine its efforts to make the market more healthy and efficient and to make sure there was no room in it for “pirate companies who copy or abuse intellectual ownership.” EFTTA, says Zanetta, has two key duties. “We have an internal duty to find consensus on the fair rules of the game. This is why I have sent a letter to all members to ask them to accept the EFTTA standard on fishing line and to commit to adjust their products within two years. “We cannot continue to cheat our customers by announcing crazy (product) features. If we do not control this situation someone else will – with unknown consequences. It will be so much better to impose our own proper discipline.” And repeating his message of a year ago in Budapest, he once again urged the unification of the world’s fishing tackle trade bodies. “An external duty is to keep dealing with

all the important players to achieve our goals. In the last few years we have built very good and positive relationships with the American, Chinese and Japanese trade associations and we constantly share our passions and worries. I strongly believe that it won’t be long before the major trade associations speak with one voice.” Despite the problems, Zanetta was quick to praise EFTTA members for their resilience in difficult circumstances. “EFTTA marks another record year and is pleased to announce a significant increase (in floor space) at a time that is not easy for anybody. It shows that our members favoured the decision to come to Spain. “It is a sign that EFTTA is working in the right direction and merits more respect and trust from the market. The economy is very difficult, but I am proud to see how our colleagues are reacting. I see attractive booths, captivating products and a strong wish to overcome difficulties with hard work, imagination and good spirit. This is surely the right way to minimise the effects of a situation we cannot fully control. “At this time, a strong European association is more important than ever before.”

“In Italy there is a new threat with the proposal to introduce a saltwater ﬁshing licence.” August 2010 Angling International

EFTTA TRADING WITH

THE VOICE OF THE EUROPE AN TACKLE TRADE

Sanderson announces proﬁt increase for EFTTA

FTTA has delivered on its promise to turn last year’s loss into a profit. Presenting the Association’s 2009 figures to the Annual General Assembly in Valencia, Board member Richard Sanderson reported a “small profit” of 20,014 Euros – a positive swing of almost 39,000 Euros on 2008. It is the third consecutive improvement in EFTTA’s profit line and improves on the 7,540 Euros predicted by the Board when it took the unprecedented step of delivering a next year’s forecast at the Budapest meeting over a year ago. The 2009 performance is driven principally by a 25% growth in net income from EFTTEX along with the positive effect of a 7% increase in subscriptions. These were the main contributors that saw total income increase from 533,531 Euros to 623,521 Euros, a rise of 17%. Another major influence on the figures was

a 57,000 Euros reduction in operating costs, due largely to a 20% saving effected by the renegotiation of the contract with the EFTTA management and secretarial team. “At last year’s AGA I forecast a robust income line for 2009,” Sanderson told Association members gathered in the Feria Valencia. “We have achieved that with a successful EFTTEX and increased subscriptions, which is good recognition of the benefits of EFTTA membership. “I am sure that next year’s EFTTEX in Amsterdam will be very successful. We anticipate a significant improvement in profitability which will enable us to channel more funding into our all-important lobbying efforts.” EFTTA spent 38,270 Euros on its lobbying service and 12,000 Euros on its youth grant scheme in 2009. It is estimated that 70,000 Euros and 21,000 Euros will be invested in these initiatives respectively in the current year. With reference to the 133,362 Euros

Angling International August 2010

cost for a full-time CEO, Sanderson said the appointment had been critical to driving business forward, adding: “The major issues facing the industry clearly necessitate a full-time Chief Executive and we believe this is very good value.”

Right: Richard Sanderson delivers the good news to the AGA at EFTTEX.

Capyion

WHICH US COMPANY HAD AN EXCEPTIONAL EFTTEX? See p41

National associations nominate two new EFTTA Board members

FTTA has changed the way it appoints new Board members, it was revealed at the Association’s Annual General Assembly in Valencia. With two Board seats to ﬁll, President Pierangelo Zanetta explained that the German and Italian trade associations had been approached directly to put forward appropriate representatives. As a result, the President was able to announce that Ciro Esposito and Hans Jürgen Sänger had been recruited to ﬁll the vacancies left by Lelio Nahum and Ulrike Krome, both of whom recently decided to step down. Nahum, the owner of Italian company Duel and a previous EFTTA President, resigned from the Board due to ill health, while Krome retired from German company Ockert at the end of June. Mr Zanetta, who was also re-elected as President at the meeting, has made no secret in the past of his desire for EFTTA to work more closely with national trade bodies and

New board member Ciro Esposito from Italy is also President of FIPO.

“It is the first time we have had people nominated by their national associations.” these latest Board appointments are evidence of growing co-operation. “This has been my dream,” said Zanetta. ”It is the first time we have people nominated by their national associations. “I hope this will continue in the future. It is a key factor in making the association stronger.” Hans Jürgen Sänger is owner and CEO of Sänger-Rollenlager GmbH, a fishing tackle wholesaler located in Franfurt/Main and is

also a board member of Germany’s fishing tackle association, the BVA. His company brands include Anaconda, Iron Trout, Uni Cat and Iron Claw. Also available in the Sänger Top Tackle System range are Pure Fishing products. Sänger has been in the industry for almost 30 years. Ciro Esposito became President of FIPO, the Italian fishing tackle trade association, last year. He is the Managing Director of Europesca Sport, a Rome-based wholesaler and import company which is more than 100 years old after being established by his great grandfather in 1898. Europesca has warehouses in Rome and Naples. It distributes a number of leading brands, including some of the most prestigious names in the marine electronics field. Speaking about the new appointments, Pierangelo Zanetta told EFTTA members: “We expect them to make a great contribution to the building of a more modern and dynamic association.”

EFTTEXappearanceinspiresChinaFishPresident Organisers of the China Fish show took a stand at EFTTEX for the first time – and President Li Jiang believes that what he learned from the experience will benefit his own event in the future. Li Jiang, who received criticism from some quarters about the location and organisation of China Fish 2010 in February this year, told Angling International: “The service provided by EFTTEX for exhibitors and visitors in Valencia was excellent. The facilities were also very good. I hope that China Fish will make improvements in these aspects in the near future. “It is amazing how EFTTEX brings people together from all over the world to share their opinions about the fishing tackle market in their own countries. “By doing this EFTTA ties the world fishing tackle industry together, building a platform for communication and problem solving. For me it is the most important event.” Li Jiang believes that there are also things to be learned from the show about the current trading climate. “The depreciation of the Euro greatly influences Chinese and

American export, but for Europe it could be a good time to import stocks,” he observed. “European customers are interested in the Chinese market and want to do business there. I find that powder bait has huge potential for the European market. For example, China Old Ghost Bait Company attracted a lot of attention during the show. “ As for activity on China Fish’s own booth, Li Jiang considered the show “very successful”. Many EFTTEX exhibitors are China Fish members and Valencia proved a good opportunity to officially confirm their space at China Fish 2011. The booth also proved a good meeting place for Chinese enterprises. In addition, Chinese Intellectual Property Rights Officer Ms Liu Zhiping was present for all three days on the booth to provide consultation and deal with IPR violations for 11 companies at the show. Ms Zhiping also hosted a ‘How to protect your IPR in China’ seminar

while Mr Yi Zhe, President of the largest bait company in China, and Mr Li Ziwei, General Manager of China’s largest business-toconsumer website, staged another seminar entitled ‘How to ﬁsh in China and how to sell your products in China’. “Numerous companies visited us and gave their opinions on our two shows, China Fish and CGC Expo,” said Li Jiang.

August 2010 Angling International

EFTTA TRADING WITH

THE VOICE OF THE EUROPE AN TACKLE TRADE

More than 100 stands already sold for Amsterdam 2011

ore than 100 exhibitors at EFTTEX 2010 have already pre-booked stand space for next year‘s show. The appetite for stand space has been fed by the appeal of the show’s venue, Amsterdam in the Netherlands, and the anticipation that EFTTEX will be marking its 30th year with a particularly strong show. Amsterdam is regarded as a popular venue because of its central location, excellent transport links and its proximity to many of Europe’s strongest angling markets. Based on

past shows at the Rai Exhibition Centre in the city, exhibitors can expect a high visitor turn-out. In total 114 exhibitors at Valencia booked stand space for Amsterdam, almost half of all the exhibitors in the hall. EFTTEX Exhibition Manager Neena Tailor explained that this was in line with EFTTA’s expectations. “It’s a beneﬁt we traditionally extend to those in the hall. Exhibitors like to take advantage of the opportunity to choose their stand space for the following year’s show. “During this year’s show we knew exhibitors were extremely busy with high quality

Left: The huge single hall at the RAI Centre will host EFTTEX 2011. Below: The modern looking exterior of the RAI will be a familiar sight to many in the angling trade.

Angling International August 2010

meetings, so we are delighted that more than 100 found the time to pre-book for next year,” added Neena. “There was plenty of enthusiasm for Amsterdam, which has always been a popular venue for the trade. We are already making plans for EFTTEX 2011 and are looking forward to another successful show.” After a short summer break, EFTTA will begin taking bookings for EFTTEX 2011 from September when the ﬂoorplan will be published. For more details contact neenatailor@eftta.com

USA’s Ardent conﬁrms power of EFTTEX

rdent, the US manufacturer of reels and the Reel Care range of products, could soon be doing business in as many as 16 more countries following a hugely successful EFTTEX show in Valencia. Exhibiting at only his second EFTTEX, CEO Mike Brooks reported a series of “substantive and committed” meetings with partners in Europe and Asia and is already processing purchase orders. “It was a really strong show for us. I heard some complaints about trafﬁc and buying commitments, but we had no such problems,” enthused Brooks. “Budapest last year was really our introduction to Europe. Since then we have engaged in an aggressive level of sales and marketing support that has resonated with people. “We have a new product, a strong merchandising programme and good terms that have captured peoples’ attention.”

Core to the Reel Care proposition is that it helps the consumer justify the investment in premium quality reels and, says Brooks, this has not gone unnoticed by potential partners. “While terminal tackle sales have remained healthy, rods and reels continue to struggle,” he continued. “So a product that promotes sales of high-end reels because it enables anglers to maintain them is what every dealer wants to hear about. It’s what is driving the sales of the Reel Care range. It’s gun care for fishing reels.” In addition, the fact that Reel Care can be sold independently or as an add-on sale with fishing reels, adding profitability to the category, has increased the attraction. For further information about the product line email mjbrooks@ardentoutdoors.com or visit www.ardentoutdoors.com.

Ardent CEO Mike Brooks was delighted with the response to his products in Valencia.

The Reel Care range could soon be in as many as 16 more countries.

August 2010 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

A versatile soft lure from SavageGear that gives anglers outstanding options There is much more to SavageGear’s new 4Play Soft lure than first meets the eye. The lure – a follow-up to the hugely successful 4Play Hard range – comes in a ready-to-fish model equipped with an integrated hook. But in addition, SavageGear is making the lure available as a loose-body version, giving the angler the option of rigging up in several different ways. And on top of this, the Danish company has created transparent lip sculls and weedless hooks designed specifically for the new lure. Mads Grosell, the head of SavageGear’s product development, explains: “The ready-to-fish model is perfectly balanced and so simple to use. Whether retrieving, twitching or trolling, you can’t go wrong. It is incredibly lifelike and has the natural sink rate of a distressed herring minnow. “We have introduced the loose bodies as well to give the specialist a number of options – on a jighead for unparalleled swimbait action, on an offset hook for weedless presentation or tuned with Tungsten Tube Weights to get the most natural crankbait available. “And as a further development, we have made available transparent Business contacts Tel: +45 46 191 913 Email: mads.grosell@svendsen-sport.com Website: www.savage-gear.com

lip sculls for the loose bodies. Just push the 4Play Soft into the matching head size and secure it with pins or toothpicks through the gill plate and you have the most incredible lipped swimbait. “Finally we have gone one step further and produced offset, strong forged tournament hooks designed especially for the loose body swimbaits.” The 4Play Soft, which attracted a lot of admirers at the recent EFTTEX show due to its unparalleled, hand-painted detail, comes in 9.5cm, 13cm and 19cm sizes.

1 August 2010 Angling International

Variety is key: the loose bodies of the 4Play Soft lures can be rigged in various ways.

‘Awesome’ Switch rods from Swedish specialists

Left and below: the LPXe Switch can be ﬁshed single and double-handed.

Ready for market: the Potenza range has been tested to the extreme.

The LPXe Switch rods from Guideline are based on the same actions found in the Swedish company’s LPXe 11-footers. Fast and lightweight, the rods have a brand new extendable fighting butt that allows them to be fished single- or doublehanded. There are three 11ft, four-piece models available in #6/7, #7/8 and #8/9. What the makers say: “The term Switch is here to stay. These rods have all been configured to make them versatile enough to fish single-handed or double-handed, providing the best of both worlds. These rods are awesome to fish when used in the right environment. These four-piece fly rods stand up to any rods available at any price.” Business contacts Tel: +46 31 923650 Email: info@guidelineflyfish.com Website: www.guidelineflyfish.com

Versatile swimbaits from Japan

The Shad Alive swimbait from Japanese lure specialists Izumi is available in 50mm, 80mm, 105mm, 120mm and 145mm sizes. There are floating, slow-sinking and fast-sinking models from 2.9g to 58.8g, ranging from ultra-light to heavy jerk. What the makers say: “The Shad Alive is equipped with tungsten balls precisely placed in special chambers and guaranteed to work under any kind of retrieve, from very slow to fast and aggressive, as well as jerking. It can also be guided across areas of grass and other vegetation without snagging and weight can be adjusted to fish at different depths. The lure has already proved its worth in tests.” Business contacts Tel: +371 294 90008 Email: info@izumi-fishing.eu Website: www.izumi-fishing.eu

A metal lure with double action Russia’s RB Company, recipient of the Best New Metal Lure Award at EFTTEX in 2009, believes it has introduced another winner to the market with this model called the ‘Professional’. It is available in weights of 14g, 21g and 28g. What the makers say: “This lure is the result of long-term testing and is the ﬁrst to combine two different lure actions – rotation and oscillation. The rowing blades on the microbearing rotate and create hydro-acoustic vibrations. These combine with the oscillating movement made by the blade of the lure to create an action that mimics an injured ﬁsh and provokes predators to attack. Equipped with a single treble at the tail, it is ideal for catching pike, salmon, zander, walleye and asp.”

Business contacts Tel: +7 495 730 1709 Email: info@osnas.run Websites: www.rb-bait.ru; www.rb-bait.com; www.rb-devon.de

Fashionable bandanas for anglers

Recognising the trend for bandana-style masks among anglers, Flying Fisherman has added this SunBandit series of UV protective, tubular bandanas decorated with original game fish art to its head gear range. The collection includes six fish camo designs – marlin, dolphin, tarpon, redfish, bass and rainbow trout – along with several others. More designs will be added in 2011. What the makers say: “The 100% polyester fabric is breathable and wind resistant, keeping you warm in the cold and cool in the summer. It wicks and evaporates moisture, is seamless, soft and stretchy and wears comfortably as a mask, headband, wristband, scarf or bandana. When used with sunscreen it offers added protection from the sun.”

Business contacts Tel: +1 305 852 8989 Email: info@flyingfisherman.com Website: www.flyingfisherman.com