Angling International Magazine - March 2010 - 26 by Brave Creative

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OFFICIAL EFTTEX Exhibitors reveal NEWS SECTION their plans inside p43 March 2010 Issue 26

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

MARCH 2010

Welcome, Bienvenue, Bienvenida Willkommen, Benvenuto... Shortly after you receive this issue I will be setting off for Beijing for the annual ﬁshing tackle extravaganza known as China Fish. It is something I look forward to – not just because of the warm Chinese hospitality and the anticipation of visiting the brand new Jiuhua International Exhibition Centre, but rather more because China Fish, like all big tackle shows, is an opportunity to take

the pulse of the international trade. With more than 400 exhibitors present at the show, and over 1700 buyers from 85 countries expected over the three days, there are few better opportunities to gauge trading expectations for 2010 and beyond. One thing’s for sure – and I make no excuses for repeating it again in this column. In an economic climate that doesn’t look like improving dramatically over the next 12 months, those companies that do not work hard at introducing new process and new ways of doing things which ultimately result in new products are going to ﬁnd it a lot harder than those that do. True innovation is rare. Much of what the tackle industry calls new is often a variation on an existing theme and simply won’t cut it any more. But really fresh ideas

that improve the angler’s lot represent genuine opportunities for sales growth. Maybe, just maybe, the continued tough trading conditions will force more companies to spring some pleasant surprises. Let’s hope so. And on the subject of innovation, in next month’s Angling International we’ll be talking to line companies around the world about their future plans and products. If you want to take part, just contact our Commercial Director, Lucie Petrickova, to discuss how you can be involved. You’ll ﬁnd her contact details below. Alternativately, arrange to meet Lucie and me at China Fish.

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-in-chief of Emap’s contractpublishingdepartment.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 cofounder, Keely has 15 years’ design experience, and a proven track record of producing successful ad campaigns, brochures and direct mail. She has worked with many angling clients and today leads the design team on Angling International, managing the editorial production of each issue.

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

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

MAGAZINE CREDITS Angling International magazine is published by Top Corner Editorial and Design Limited. 4 Milnyard Square, Bakewell Road, Orton Southgate, Peterborough Cambridgeshire, United Kingdom, PE2 6GX • International Commercial Director: Lucie Petrickova; lucie@angling-international.com; Tel. +44 7825 999230; Fax +44 1225 760249; Skype lpetrickova • Publishing editor: Mel Bagnall; mel@angling-international.com +44 (0)1733 392 977 • Editorial director: Rob Carter; rob@topcornered.co.uk • Art Director: Keely Docherty-Lee; keely@topcornered.co.uk • Designer: Kate Hooley; katehooley@atgraphicsuk.com • Database Manager: Graham Goor; grahamgoor@atgraphicsuk.com • International Ambassador: Caroline Thomas; caroline4u.thomas@virgin.net +44 (0)7952 555716 • 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: Niclas Ahrman, Caroline Bilodeau, Bruno Broughton, Montserrat Calico, Ryan Colaianni, Ann Dorofeeva, Morgan Evans, Graham Goor, Sam Grifﬁths, Kate Hooley, Richard Lee, Tom Legge, Chris Leibbrandt, Virgilio Machado, Steve Partner, Jean-Didier Raby, Chris Rarick, Victoria Seymour, Paul Sharman, Mads Skovsgaard, Steve Stones, Ann Sullivan, Marta Szalkowska, Jenny Travis, Leslie Vick, John Walsh. No part of this magazine may be reproduced without the prior permission of the publisher. The magazine assumes no responsibility for the safety of contributions, although all reasonable care will be taken.

March 2010 Angling International

Diesen monat, Ce mois, Este mes, Questo mese... Was bringt es, Mitglied bei der EFTTA zu sein? Die Antwort ist, vier Monate vor der EFTTEX, vielleicht einfach. Die Handelsmesse Nummer Eins in Europa ist der beste Ort, um neue Geschäftsverbindungen zu knüpfen und schlaue EFTTA-Mitglieder werben auf diesen Seiten schon mit ihrer Anwesenheit. Lesen Sie zum Beispiel die Geschichte der französischen Firma Amiaud auf Seite 48 und über die Markteinführungen des deutschen FliegenrollenHerstellers Vosseler auf Seite 28. Aber es gibt noch einen anderen Grund, Mitglied bei der EFTTA zu werden – das langfristige Überleben der Industrie. Die EFTTA verteidigt mehr als je zuvor konzentriert die Interessen der Industrie. Aber auf Seite 43 warnt Jean-Claude Bel, dass diese nur dann weiterhin erfolgreich sein kann, wenn mehr Mitglieder beitreten. Warum soll man Mitglied werden? Weil es unfair ist, sich auf eine kleine Minderheit von Beitragszahlern zu verlassen, wenn die Zukunft der gesamten Industrie bedroht ist. Denken Sie darüber nach, während Sie für die EFTTEX und die Zeit danach planen.

Pourquoi être un membre de EFTTA? Dans quatre mois ce sera EFTTEX, tout simplement parce que la réponse est évidente. Le plus grand salon professionnel d’Europe est la meilleure place pour développer vos affaires et des membres de EFTTA font déjà part de leur participation dans ces pages. Voyez par exemple, l’histoire de la société française Amiaud (page 48) et les nouveaux produits à venir de la société allemande Vosseler, spécialisée dans la mouche (page 28). Mais il ya plein d’autres raisons de rejoindre EFTTA? Tout simplement l’avenir de notre industrie à moyen terme. Plus que jamais EFTTA se concentre sur la défense de vos intérêts. A page 43 Jean Claude Bel, CEO de EFTTA, nous rappelle que cela ne peut efﬁcace si plus de sociétés rejoignent EFTTA. Pourquoi être membre? Parce qu’il est injuste que seulement petite une minorité contribue alors que toute l’industrie est an danger à plus ou moins long terme. Pensez y sérieusement avant de vous rendre à EFTTEX. Et en attendant. Bonne lecture.

Angling International March 2010

¿Para qué ser miembro de EFTTA? Con Efttex a cuatro meses vista, tal vez la respuesta es obvia. La feria número uno de Europa es el mejor lugar para generar nuevos negocios, y los inteligentes miembros de EFTTA ya promocionan su participación en estas páginas. Véase, por ejemplo, la historia en la empresa francesa Amiaud en la página 48 y los nuevos lanzamientos de la compañía alemana de carretes de mosca Vosseler en la página 28. Pero hay alguna otra razón para unirse a EFTTA, la de la supervivencia a largo plazo de la industria. Más que nunca, EFTTA se centra en la defensa de los intereses de ésta industria. Pero en la página 43 El consejero delegado de EFTTA, Jean-Claude Bel advierte de que sólo puede seguir siendo eﬁcaz si más compañías se unen a la Asociación. ¿Para qué ser miembro? Debido a que es injusto depender de una pequeña minoría de los contribuyentes cuando el futuro de toda la industria está bajo amenaza. Píenselo con cuidado, y empiece a planear para EFTTEX y más allá. Disfrute de la revista.

Perchè essere un membro EFTTA? A 4 mesi dall’EFTTEX, forse la risposta è ovvia. L’evento numero uno in Europa è l’occasione migliore per creare nuovo business e i membri EFTTA più scaltri stanno già proponendo la loro partecipazione in queste pagine. Si veda per esempio la storia della società francese Amiaud a pagina 48 e i nuovi lanci dell’azienda produttrice di mulinelli per la pesca alla mosca Vosseler a pagina 28. C’è anche una ulteriore ragione per entrare nel club EFTTA: la sopravvivenza del settore di cui EFTTA più che mai difende gli interessi. A pagina 43 Jean-Claude Bel CEO dell’EFTTA avverte che l’efficacia potrà esserci soltanto se più aziende si uniranno all’Associazione. Perché esserne membro? Perchè non è leale affidarsi ad una minoranza di contribuenti quando è il futuro dell’intero settore ad essere sotto minaccia. Pensateci attentamente mentre vi accingete a pianificare l’EFTTEX e non solo. Vi auguriamo 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

NEW RODS BOOST GUIDELINE’S RANGE

n eventful and successful year for Guideline, the Scandinavian fly fishing brand, is to culminate in the launch of a prestigious new rod series later this year. Speaking to Angling International from the banks of Scotland’s River Dee, where he was putting the rods through final field testing stages, Sales Director Espen Myhre revealed that the US-made range, called Reaction, will feature both double and single-handed rods. A new trout rod series called Fario, a new reel called Haze and three new wading boots have also been added in the past few months and Myhre advises the market to “stay tuned as more products are on the way.” The top-of-the-line Reaction rods will help continue the momentum gathered by Guideline since the Norwegian company was acquired and restructured under the ownership of the Myhre family in late 2008. In that time it has moved to one central warehouse in Gothenburg and, more recently, relaunched its website, as well as driving new product launches. “Last year was one of reorganising and stabilising the new company,” said Myhre. “Nevertheless we had double digit percentage growth year-over-year in our export markets. With more focus and new prod-

Left: Guideline’s new Haze reels. Inset: the new Fario trout rod.

Angling International March 2010

ucts coming in we are very excited about the new year, which will see the launch of the biggest collection in the history of Sales Director Espen Myhre Guideline.” has been finalising testing. Guideline, whose three-man management team is completed by Managing Director Stein Thorvaldsen and Product Director Leif Stavmo, has made significant gains on the clothing side of its business and has also continued to develop its Power Taper fly lines. Historically known for its double density lines, the company is now creating treble density versions for 2010. As for future growth, Guideline is seeking new customers around the world, with particular emphasis on Europe. “We have a distributor in the US and we envisage growth there, but Europe is our closest market and that is our main focus at the moment,” explained Myhre. “We are looking for quality companies who share the same passion for the fly fishing market as we do.” For further information visit the new website at www.guidelineflyfish.com.

“The new year will see the launch of the biggest collection in Guideline’s history”

ALSO THIS MONTH An education scheme to provide the sportfishing industry with skilled employees has been approved in Sweden. The Forshaga Academy says its new training scheme is the only one of its kind in the world and it plans to further update the programme to meet industry requirements. More than 850 applications have already been received for the course. Australia’s Recfishwest is working with retailers to boost public awareness of and compliance with fishing rules to ensure fish stocks are sustainably managed. The scheme, which is launched in partnership with the Department of Fisheries, will provide retailers with education material, fishing brochures, fish ruler stickers, a display stand, and a remuneration of $1000 per annum. The two-year trial is expected to be in place from March 2nd. Applications can be made at www.tenders.wa.gov.au Tigress Outriggers, the Fort Lauderdale, Florida, manufacturer of saltwater sportfishing equipment, has appointed Jonathan Maggio as Sales Manager. For more information about Tigress products call +1 954 462 0917 or visit www.tigressoutriggers.com. National Fishing Week, the annual initiative aimed at driving participation in the UK, is to be extended into a month-long event. National Fishing Month will run from July 17th to incorporate school holidays and will involve a wide range of local and regional events. The extended timetable will give fishery owners, angling coaches and retailers more time to take part. Mark Lloyd, Chief Executive of the Angling Trust, said: “We want to maximise opportunities for people from all walks of life to discover the joys of fishing.” The Angling Trades Association said that National Fishing Week had been proven to promote rod licence sales.

Preston launches new carp brand

The European carp and specimen fishing tackle market is set to welcome an ambitious new player this year in the form of a brand known as Avid. The brainchild of long-time carper and tackle innovator Dave Preston, owner of the Preston Innovations company, Avid is focused firmly on creating products ‘to suit the modern carp angler’ and its assortment of tackle items and equipment is the result of more than two years’ intensive development. Avid will undertake a ‘soft launch’ to the UK market this coming April/May, starting with a range of terminal rig items which are currently being tested by its team of five consultants – former British Carp Angling Championship winner John Finch, well-known big fish angler Nige Williams, Brand Manager John Jones, former Heathrow Baits owner Ian Russell and top Bristol-based carper Mark Bartlett. Larger items will follow in October, including a bivvy based on the ‘pramhood’ design,

as well as a range of luggage, rods, bedchairs and sleeping bags. Matt Woods, Avid’s Media and Marketing Coordinator, explained how planning for the company’s main push into the rest of Europe was well underway, with launch into continental markets scheduled for early 2011. He said: “We’ve deﬁnitely got one eye on expansion beyond the UK even at this early stage, with plenty of product ideas tailored speciﬁcally for the European market already in the development stage. Our Brand Manager John Jones is very well-connected in those markets and is aware of what’s required to make Avid a great success both at home and abroad.” For information about Preston Innovations and its products call +44 1952 290 520, email info@prestoninnovations.com or visit www. prestoninnovations.co.uk. Other Preston Innovation brands include Korum and Sonubaits.

RAPID GROWTH THRILLS NORTHLAND John Peterson, founder and President of Northland Fishing Tackle, expects his company to return double and triple digit growth in the next three to ﬁve years. Speaking after being John Peterson is honoured as a lifetime predicting doublemember of the National digit growth. Professional Anglers Association, Peterson said his business was “growing in leaps and bounds” and had been unaffected by the recession because more people were ﬁshing. Peterson, whose brother and business partner Duane was also named an NPAA lifetime member, added: “Our terminal tackle is the nuts and bolts of what customers need.”

Lifetime membership was bestowed on the brothers at the NPAA’s recent conference in Bloomington, Minnesota. Peterson continued: “This is a great honour. I was one of the charter members of this organisation and Northland was the first supporting partner. The NPAA has done more to professionalise fishing than any other organisation.” Duane Peterson urged anglers to think about being a pro every day but not to forget the recruitment of grassroots youngsters and families. Northland manufactures a comprehensive line of jigs, rigs, ice fishing lures, soft plastic baits and muskie lures. For more information and a 2010 catalogue call +1 218 751 6723, email norfish@northlandtackle.com or visit www.northlandtackle.com. NPAA news can be viewed at www.npaa.net.

BURN GIVEN COARSE ROLE AT HARDY Gavin Burn has been appointed Marketing Manager for the carp and coarse ﬁshing brands at Hardy & Greys. “The growth of these brands is among the company’s key business objectives for 2010,” Burn told Angling International. “My main responsibilities include managing all

marketing components for carp and coarse, which includes identifying market opportunities, new product development, promotion, pricing and relationship management.” Meanwhile, former Trade Marketing Manager Alan Yates has left the company to pursue other interests.

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

It’s the UK next for ambitious Vega

ortuguese manufacturer Vega is targeting distributors in the UK. The fast-growing European brand would like to hear from prospective partners interested not just in distributing its range, but also in helping develop new Paulo Soares: “Local products speciﬁcally for the knowledge is the key.” UK market. Export and Product Manager Paulo Soares explained: “We want to work with someone whose knowledge will help us penetrate the market and create new relevant products as well as assuring good after sales service. Local expertise and advice is invaluable.” Vega has more than 20 years in tackle research

and development and is using that experience to widen its trading net across Europe for products including rods, reels, lures and accessories. The opening of an ofﬁce in China last year and a very successful EFFTEX show in Budapest in June have also proved huge steps forward in the company’s expansion, giving Vega better access to markets and buyers. “Our China operation has been an important step in Vega becoming established in new markets because we are much better positioned to create products suitable for those territories. The visit of European buyers to our China showrooms gives

“We want someone to help us penetrate the market and develop products”

The Vega brand includes reels, rods, lures and accessories.

them a whole new perspective on our business,” added Soares. “The long-term goal is to manufacture different products and catalogues for each country in which our ﬁshing tackle is sold. “Budapest was a very good exhibition for us, the best we have ever attended. As a result we established a good distribution agreement in Hungary.” UK distributors interested in talking to Vega can contact the company on +35 12 1961 7455 or by email at paulo.soares@mundinautica.com. More information at www.vega.com.pt.

Reaction Strike expanding Reaction Strike is continuing its overseas expansion strategy by adding more distributors to its network. The impressive list now includes Way of Fishing (France), Bass and Pike Tackle (Italy), Anglers World (Ireland), Ben’s Fishing Tackle (Netherlands), Think Big (Germany), Europa Arm Sport/Ibis (Ukraine), Vega (Spain and Portugal), Angling 2020 (Canada), Salmo (Latvia) and Sovereign Superbaits (England). Of these exclusive distributors, Bass and Pike Tackle and Think Big also handle Castaic products, the business acquired by Trophy Technologies – Reaction Strike’s parent company – in late 2009.

The go-ahead company has also expanded its marketing and awareness activity with the introduction of heavily branded boats in the US competition fishing market. The first of four new boats ‘wrapped’ for 2010 will be used by Texas pro Blake Shifflett in the Stren and PAA series, taking the total number of Reaction Strike boats to six. “We are sponsoring more pro fishermen at the highest levels,” said Kris Reibel, co-founder of parent company Trophy Technologies. “This is resulting in tremendous exposure and could lead to one of our sponsored anglers winning a tournament covered by ESPN Sports.”

Angling International March 2010

Reaction Strike also sponsors three teams in Europe – in the Netherlands, Germany and Italy. Further information is available by phoning +1 317 938 5414 or by emailing kris@reactionstrike.com.

One of the four new heavily-branded boats that Reaction Strike is introducing into US competitions.

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

Nordic Outdoors seals deal to buy Sport Norge from Mustad

Mustad and Son, the world’s leading hook manufacturer, has sold its Sport Norge distribution operation to Nordic Outdoor AS. The move comes less than ﬁve months after Mustad sold its Partridge brand to Fishing Matters in the United Kingdom and is further evidence of the company’s strategy to focus on its core business of making hooks. Mustad’s Vice President Portfolio Management and Marketing, Ole Bjerke, told Angling International: “It is part of a strategic decision to concentrate on hook manufacture. Nordic has the set-up, the capacity and market coverage to move the brands further forward.” In addition to its own products, Mustad Sport Norge also distributed international brand names including Shakespeare, Vision, Myrans, Yo-Zuri, Fish Cat and Sunline Siglon. Its acquisition, says Nordic Managing Director Tom Rune Gjetmundsen, could

make Nordic Norway’s largest fishing distributor. “Both parties could see the benefit of one big distributor in the Norwegian market,” said Gjetmundsen. “Nordic and Sport Norge complement each other in the best possible manner. Through (last year’s) merger with Solvkroken, Nordic had already established a major distributorship. With the addition of Mustad and its brand names to our range we will most probably be Norway’s largest distributor in sports fishing and angling.” In addition to Solvkroken and Mustad, Nordic is also

Deal makers: Tom Rune Gjetmundsen (top) and Mustad’s Ole Bjerke.

distributor for Chevalier, Nikwax, Campingaz, Optimus, Coleman, Sevylor and Chiruca. “We are looking forward to integrating Mustad’s exciting range with our own at our Arendal headquarters, enabling customers to order the complete range of all brands we now stock, ” added Gjetmundsen. With reference to the fact that two to three sales staff will transfer to Nordic, Gjetmundsen stressed that customers can “simultaneously gain access to the sales expertise inherent in Mustad.” Leif J. Cae, Sales Manager at Mustad Sport Norge and believed to be among the staff transferring with the business, added: “Through the acquisition of a well-managed distribution apparatus and extremely well-matched range we are equipped to continue and further develop our distribution agreements.” It was hoped that both stocks and employees will have been in place by February 1st. Mustad will continue to operate its own distribution network in all other markets.

Far Bank appointment Far Bank Enterprises, the holding company for leading ﬂy ﬁshing brands Sage, Redington and RIO, has appointed Backbone Media to handle public relations and social media. Far Bank’s Director of Marketing David Visnack said Backbone’s proven ability in PR and compelling approach to social media had driven the appointment. “They will bring a new energy and focus to our messaging goals while speaking to our core customers with complete authenticity,” he added. Backbone Media has its roots in the outdoor industry and specialises in PR, product placement, social media, media buying, joint marketing and marketing consultancy. For further information visit www.backbonemedia.net.

ATOMIC GOES DIRECT TO RETAIL Atomic Tackle says its decision to supply retailers direct rather than through wholesale will result in improved discounts. In addition the UK company is making free product offers on orders over £250. Atomic will be promoting monthly offers – many on new products – allowing the retailer even more proﬁt margin. And there’s a ‘buy ten get one free’ bonus deal on its bestselling catapult range. 12

Angling International March 2010

Atomic point out that its marketing and sales strategy has been signiﬁcantly increased for 2010, and sales representatives have been appointed in both the north and south of the country. Packaging has been updated across the product range and the website updated. For further information and to order a 2010 catalogue contact +44 1932 879888 or sales@atomictackle.co.uk.

March 2010 Angling International

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

Fulling Mill appoints Edwards as consultant

op fly fishing brand Fulling Mill has raised its profile still further with the appointment of master fly fisherman and flytyer Oliver Edwards as a consultant. Many of Edwards’ patterns – tied to his own exacting standards – will be available through Fulling Mill. His flies are designed to create the all-important ‘trigger silhouette’ and are proven fish catchers. One of the UK’s best known flytyers and a regular contributor to magazines, Edwards wrote the acclaimed Flytyers Masterclass book and is often seen at flytying events around the world. He has represented England in three home internationals and four world fly fishing championships, as well as

winning the Flytyer Of The Year competition on two occasions. A frequent visitor to Yorkshire’s River Wharfe, he has a particular passion for grayling ﬁshing. “We are delighted to have a tyer of Oliver’s calibre on board,” said Fulling Mill owner and Managing Director Barry Unwin. Right: Fulling Mill’s new signing Oliver Edwards.

New models from Measom Freer

Packaging and storage specialist Measom Freer has introduced two new models to its popular jar range, designed to help companies enhance their brand image and improve their products’ impact on the shelf. The 10ml jar is available in thick walled SAN with colours to order and the 150ml comes in thick or thin-walled clear food grade polystrene with SAN and colours to order.

Measom Freer has extended its popular jar range.

Both jars have caps to fit and are designed in attractive, easy-to-handle shapes. The glass-like, lightweight, shatter resistant jars are ideal for boilies, pellets, pop-ups and liquids, says Measom Freer, and complement its existing jar range which is now available through sizes 10ml, 25ml, 50ml, 100ml and 150ml. In addition, the company manufactures in-house a huge range of bottles, boxes, fasteners, measures and scoops – all available off the shelf. It also provides flip caps, dropper caps, screw and snap-on caps. Also available is a bespoke product design and printing service for its bottles and ancillary products, made to customers’ requirements using its in-house 3D design and CNC tool-making facilities. “Our stock packaging has a flexible minimum order quantity of just a single box, which means short lead times and optimum cash flow and stock management,” explained Anne Freer. For more information, contact the Measom Freer sales team. Call +44 116 288 1588, fax +44 116 281 3000, email sales@measomfreer.co.uk or visit www.measomfreer.co.uk.

RBFF TARGETS SCOUTS IN RECRUITMENT DRIVE The RBFF has looked to the cub and scout movements in the US in its latest initiative to drive participation in angling. The Federation’s Take Me Fishing campaign has introduced a programme that makes badges available to cubs and scouts which promote the merits of the sport and encourage scouts to plan and organise ﬁshing trips. “We are thrilled to introduce more youth to the fun and excitement of boating and ﬁshing,” said RBFF President and CEO Frank Peterson. “We aim to inspire newcomers to get active and develop leadership qualities to ultimately protect the legacy of the sport and future of our waterways.” The badges can be earned by cub scouts and scouts aged six to 17 for a range of educational and organisational

achievements, including the introduction of newcomers. Findings in the Special Report on Fishing and Boating, conducted by the RBFF and the Outdoor Foundation last year, revealed that participants aged six to 12 are largely driven by a desire for fun and an interest in exploring the natural world. Past research shows that 90% of adult outdoor enthusiasts were introduced to nature based activities between the ages of ﬁve and 18. “Because patches are an integral component in scout subculture we are certain that this programme, combined with the reach of Boy’s Life and Scouting magazines, is a perfect formula for promoting ﬁshing and conservation,” said Boy’s Life and Scouting Publisher J.Warren Young.

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

Svendsen and Okuma strengthen alliance

vendsen Sport and Okuma Fishing Tackle, Taiwan, have announced a closer working partnership and plans for “considerable investment” as part of a joint strategy for Okuma to take a leading position in Europe. Okuma’s European Manager Magnus Gunnarsson explains: “Okuma offers unique technology and, to bring the brand to a higher level, Okuma and Svendsen Sport have increased the cooperation between their development teams and will in future have a much closer partnership concerning both product development and distribution. “The advantage for both parties is that we can share knowledge and market intelligence across Europe. This will prove to be of great importance to our customers as they will not only receive the newest technology but will also see a programme that complies more to the European market than ever before.” Gunnarsson points to the fact that Okuma is one of few brands with its own development, moulding facility, engineers and production as key advantages in giving it an edge over competitors. “There are only a handful of brands that hold the same technology and competences as Okuma,” he continued. “It is no

Staff at Okuma’s factory.

secret that the vast majority of reel brands today are private label brands using moulds or models from other factories or OEM products.” EFTTEX 2010 will play a key part in the companies’ marketing plans. Their display at the show (booth number D12) will include a special rod programme aimed at the European market, along with their entire US range of boat and saltwater rods. They will also be showing the latest reel technology from their German engineers, including a new, patented spinning reel. This technology is used in most of the new Okuma range such as Okuma Trio and Okuma Makaira. More than 12 engineers, rod and reel designers and other technical staff from Okuma will attend the show to meet European customers in order to learn more about the market and to listen to special European demands and wishes. “The clear sign from Okuma at this year’s EFTTEX will be to show that it considers Europe as one of the most important markets for future growth and that Okuma is prepared to put considerable investment into taking a leading position there in the future.”

Svendsen Sport has just released its Tackle Guide 2010, containing lots of exciting new products from brands including Okuma, Savagear, Prologic, Imax and Hansen. Anyone who has not already received the guide can make a request by contacting info@svendsen-sport.com.

Angling International March 2010

Okuma’s Trio and Makaira reels will be at EFTTEX.

ACE aims to capitalise on Dutch interest with Carp Tackle Holland Advanced Carp Equipment (ACE) has appointed Carp Tackle Holland as its distributor for Benelux in a bid to make its terminal tackle range available to the high concentration of retailers there. ACE director Max Cottis explained that interest has been very high following the product launch at the Carp Zwolle show a year ago ACE’s Max Cottis has tarbut that the company’s biggest geted the Dutch market. challenge to date had been ﬁnding someone with the resources to visit all the shops across the region and to make the range widely available. He continued: “Carp Tackle Holland has been distributing for around 12 years and currently services around 150 shops in Holland and another 30 in Belgium. This family-run operation has a great reputation for reliability

and good service. Most importantly, having spoken with a number of shop keepers in Holland, they are well respected by the trade.” Dick Huigen, founder of Carp Tackle Holland, is confident that ACE products will become popular with his customers. “As a carp angler myself I have used ACE tackle and have been extremely impressed,” he said. “We already represent Mainline Baits and Harrison Rods and feel ACE fits in nicely alongside these brands without any conflict, which is very important for us.” The ACE range was exposed to more than 8,000 anglers at the recent Zwolle 2010 show and Carp Tackle Holland is visiting all its accounts in the coming weeks to present the brand. Anyone wanting to place an order or seeking more information should call +31 413 253 427 or email info@carptackle.nl. Carp Tackle Holland replaces Marc Westenberg of Quality Carp Tackle, who was previously servicing Benelux for ACE.

NEW ZEALAND NET MAKERS IMPROVE WEBSITE Mclean Angling Ltd, the New Zealand-based manufacturer of landing nets, has announced the launch of its new website. Mclean has specialised in the manufacture of landing nets since 1987 when it invented the world’s ﬁrst catch and release weigh net. Since then it has enjoyed tremendous success as a sought-after brand by customers throughout the world, with distributors in 22 countries. “As our business continues to grow internationally it was important for us that our overseas distributors and customers could view the entire Mclean product range online, which has expanded to include many different net styles from small book trout through to carp and large salmon, and now kayak ﬁshing,” said Mclean’s owner and CEO Steve Patterson. “The new Mclean site also tells about the

company focus on making products that have great functionality and are built to last” he added. Visit www.mcleanangling.co.nz.

ASA makes plea to membership The American Sportfishing Association (ASA) is urging its members to “act now” before the implementation of a national policy that could have a major economic impact on the recreational fishing and boating industries. President Obama is considering the measures aimed at the nation’s oceans, coastal areas and Great Lakes but, says the ASA, is being pressured to short circuit the process to put new policies in place through a presidential executive order. Despite the complexity of establishing a national policy, and the current lack of final recommendations, such an order would bypass the necessary oversight and Congressional review normally required. ASA’s warning follows the release last year of a report by President Obama’s Ocean Policy Task Force, which is charged with developing a national policy for conservation and management. But ASA maintains that not only did the report ignore

responsibly regulated recreational fishing as a key economic and sustainable activity, but decisions made under the policy could be used to unnecessarily close areas of saltwater and freshwater to anglers at a time when the economy can ill-afford to lose jobs and income. A statement from ASA adds: “The final reports have yet to be released and it’s vital that the Obama administration understands how recreational fishing and boating can be balanced with resource conservation. Take action now!” The statement continues: “Send a letter to President Obama, your members of Congress, the head of the National Oceanic and Atmospheric Administration and the chair of the Task Force urging them to ensure appropriate congressional review and oversight before a new policy is put in place that could have a dramatic effect on the sportfishing and boating industries.”

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Esca Global sets sights on Asian market

sca Global, the Norwegian manufacturer of fish attractors, has taken the next step in its growth strategy by opening an Asian office in Hong Kong. Esca Global Asia went operational in February and means that the company now has offices on three continents – Europe, North America and Asia. Morten Dale, Managing Director of Esca’s Norway office, explained that the move followed increasing interest from Asian countries and Australia. “With more and more requests for our products from customers in various parts of Asia, as well as Australia, we saw the need to set up this new office,” he said. “It’s all about our customers. Having an office in Hong Kong enables us to be more responsive in these regions. Not only will logistics be easier and less costly, but we’ll

be able to focus on any special needs that are inherent in these markets.” It has been an eventful few months for the Norwegian business, which only recently agreed a deal with Lowrance to distribute its products in South Africa. Esca will also be looking to establish further distribution agreements when it exhibits at EFTTEX in Valencia in June. Esca is a light-emitting attractor powered by saltwater and which can be used to improve the performance of all lures and terminal tackle. For further information call +47 9084 0496, email morten@escaglobal.com or visit www.escaglobal.com.

MD Morten Dale: “The new ofﬁce makes us more responsive.”

Angling mourns Leif Erich Dorffel

The European fishing tackle industry has mourned the loss of Leif Erich Dorffel, who has died aged 55 after being ill for more than a year. Dorffel spent many years working for O.Mustad & Son and also served on the EFTTA Board from 1992 to 2004. Starting his career with Mustad in September 1974 as a trainee in the electronics department, he joined the sales team in 1984 where he held the position first as Market Manager for the Nordic countries before taking charge of product development in 1994. In 2000 he was promoted to Quality/HMS Co-ordinator and two years later was placed in charge of the industrial fishing hooks market until leaving in 2003. He was welcomed back in 2008 to work within Mustad’s Longline organisation. Per Westerlund, President of Bios, was elected to the

EFTTA Board at the same time as Dorfell. He told Angling International: “We had many good meetings together and often got the opportunity to exchange opinions in our local Swedish and Norwegian languages. I think this gave both of us some conﬁdence as newcomers. Many of us who got the chance to work with Leif will miss him.” A statement from Mustad recalls Dorffel as “an inspirational chap with boyish good looks and a winning personality.” It continues: “During his time with Mustad, Leif Erich made many friends in the industry. His enthusiastic and charming approach made him very popular amongst colleagues, customers and everybody else he came into contact with. Leif Erich leaves an empty space with both his family and colleagues. He will be deeply missed.”

DAVE COSTER BOOSTS HARDY’S PRODUCT TEAM

New arrival: Dave Coster is well known on the UK match scene.

Hardy & Greys has appointed Dave Coster as Product Manager of its coarse product development team. The well-known match and coarse angler has been a consultant for the company for more than three years and was heavily involved in the Hardy Marksman and new Greys Specimen and Specialist ranges. Coster, who is also a frequent contributor to the angling press, will relocate to Alnwick in Northumberland, where the company is based, from his southern home. Hardy & Greys Managing Director Richard Sanderson said: “Dave brings a wealth of

experience from both the coarse market and the fishing tackle industry to this full-time role. We look forward to launching many new products with his expert knowledge of the coarse and match markets.” For further information on Hardy, Greys and Chub products you can visit www.greysfishing.com or contact Lucy Bowden at lbowden@hardygreys.com. *Hardy & Greys has announced its sponsorship of England Men’s World, European and Rivers fly fishing teams for 2010 and will be providing financial support, clothing and equipment.

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Russia’s RB Company ‘already planning launches for 2012’

ussia’s RB Devon company, the manufacturer of contemporary metal spinners modelled on the traditional Devon minnow, is already working on “revolutionary news baits” for 2011 and 2012 as it prepares to build on its recent successes. RB was launched only four years ago, but is already hugely popular in its home country and, after winning the Best New Metal Lure Award at last year’s EFTTEX, is growing business across Europe and in Canada. But Managing Director Gleb Gorsky is adamant that only through forward planning and choosing the right partners will his company maintain the enviable position it has created for itself. “We have learned a lot in a short time,” Gorsky told Angling International. “We know that if you want to gain a lasting foothold in the market then you should begin straight away with high quality products. “The market is full of cheap products of far-from-good quality and that is not where we want to operate. Undoubtedly, our long experience in metal working helps in making high quality products and top class galvanics. Also, our team, including myself, has a classical education in hydraulic engineering. “In our laboratory we study the movement of water across solids, how the water reacts and what we can do to make it better. We are continually carry out experiments before we begin manufacture.” Sustaining this high level of production means that Gorsky’s spinners are priced at the high end of the market. So has this presented problems in what remains a tough economy? “That is a very important question,” said Gorsky. “Our prices are not pulled out of

The company’s success has been built on variations on one lure, such as the Strekosa, here. But new designs are being planned.

RB Company MD Gleb Gorsky: “We must go further.”

the air or ﬁxed artiﬁcially. They result directly from manufacturing expenditure. “Our microbearings are of military quality and accuracy, and our lures are plated with expensive metals such as silver and gold. In addition, the great experts we employ in our factory means labour costs are high. And of course we insist on multi-stage quality control. Looking ahead, our main objective is to control expenditure at a lower level.” RB has a comprehensive trading network throughout Russia – considered by Gorsky as “among the greatest markets on our Continent” – and is proud of its good relationships with leading companies like Apico-Fish, White Bear and Salmo. But looking to future growth, he believes that the priority is not countries but rather about the nature of new partnerships. “We are looking for partners who share the same philosophy as us, who want quality and who consider there should be top class products in the assortment of every shop,” he observes.

RB’s success to date has been based on variations one specific lure. But what of the future? “Lures on microbearings are our brand and something we are very proud of, especially Strekosa and Osa. But we don’t want to stop there. We have many revolutionary new baits and hope to launch them after tests have been completed. We are already testing lures for 2011 and 2012. “Being acknowledged with an award at EFTTEX last year confirmed that we were heading in the right direction, but we must go further. We have exciting new products for 2010 like Kolibri, Skat, Pelengator and Finder and we will be showcasing these in Valencia where we hope to find new distributors.” Other marketing activity this year will include the Spring Fishing and Boat Show in Canada and the company will also be doing product presentations in Germany (see www.rb-devon.de; rb-devon@web.de), attending other fishing shows across Europe and advertising in fishing magazines. For further information call +7 495 730 1709, email info@osnas.ru or visit www.rb-bait.ru.

So what is an RB Devon? A long-casting, tangle-free lure that can be fished at different depths for a variety of predator species. Engineered from high-quality, non-corrosive, non ferrous alloys. Die cast and electroplated in copper, silver, nickel and even gold. Top quality corrosion-proof micro ball-bearings. Strategically placed rotors to take advantage of water movement and rate of retrieve to create unique actions. Available with dual rotors going in different directions. Choice of designs, colours, weights and finishes. Equipped with fine wire Owner hooks. Made by experts experienced in metal working and engineering.

Angling International March 2010

Devons are made from non-corrosive alloys and Owner hooks.

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Fish and Fly Ltd to put historic angling reference book online

nline publisher Fish and Fly Ltd has acquired the publishing rights to Where to Fish – often referred to as the angler’s bible in the UK – from Tom Harmsworth Publishing. Fish and Fly plans to launch the reference book on the web as soon as possible. “We are already working on updating the information and will continue to publish it as a book in its current form, although we hope to make it even more in-depth in the future,” explained Fish and Fly owner Richard Hewitt. “The book remains very important and we are also excited to be able to make

“We will continue to publish it as a book in its current form”

this historic brand available on the website as well at www.wheretofish.co.uk. “This fits well with our new Atlas domains, like www.carpatlas.com and www.salmonatlas.com, which bring to life the directory style of website.” Where to Fish was first published in the late 1800s and has become a reference book universally known to fishermen everywhere. Approaching its 92nd edition, it is currently published every two years and seeks to include detailed information on every UK fishery plus advice about international destinations. Fisheries will be able to obtain an entry in the book or on the web free of charge, and will have the opportunity

Above: The Where to Fish directory is regarded as the angler’s bible in the UK.

to support their entry with advertising. Similar opportunities exist for fishing tackle shops and hotels. Lord Harmsworth, owner of Tom Harmsworth Publishing, said: “Where to Fish is the only successful angling directory, national or international, comprehensively serving the sport. It is the angler’s bible. As publisher since 1982 I am delighted that it is passing into excellent hands.” Fish and Fly is the online publisher of several of the busiest fishing-related websites, with numbers approaching 4,000,000 visits per year. Its busiest sites include www.fishingmagic.com, www.flyforums.co.uk and the US-based site www.theflyfishingforum.com. Further information is available from sales@fish andfly.com or 01293 888828.

Fishouflagewebsite updatedwithmorenews Outdoor Identities, parent company of camouflage concept Fishouflage, has relaunched the Fishouflage website to encompass more news about the brand, its partners and strategic alliances. Fishouflage.com has become the hub for all things connected to the brand, including its allstar pro staff and the expanding range of officially licenced One of the first four patterns in the range, products. Features also include Bassouflage. pro gear spotlights on Fishouflage gear, a detailed pattern Fishouflage has begun to take on a guide and video tips and blogs life of its own and we wanted a site from the pros. that could grow with us and showcase The Fishouflage patterns, launched everyone’s love of the sport. Users will at ICAST last July, comprise high-tech find a much richer experience with 3D camo patterns based on aquatic news about Fishouflage, but more environments and favourite species. importantly, about our partners and Described as “the anglers’ uniform”, strategic alliances for the brand. the first four patterns featured on the “Whether it is a consumer looking new site are Bassouflage, Walleyeflage, for products or a potential licensee Crappieflage and Muskyflage. wanting to learn more, Fishouflage. Explaining the improvements, com will meet their needs. We enOutdoor Identities President Paul Bernegger said: “Since its introduction, courage everyone to take a tour.” 22

Angling International March 2010

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

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ICAST ‘to be better for international exhibitors’ in 2010

ver the course of the last decade, the International Convention of Allied Sportfishing Trades, better known as ICAST, has become the global destination for the sportfishing industry. The impressive growth in international attendance was again evident in 2009 when 63 countries were represented at the sportfishing industry’s trade show in Orlando, Florida. Produced by the American Sportfishing Association (ASA), ICAST 2009 attracted an attendance of 7,400 to a show which spanned 400,000 square feet of the Orange County Convention Center. In 2010, the world’s largest trade show returns to the Las Vegas Convention Center from July 14th to 16th. And according to Show Director Maria del Valle Hamilton, ICAST is once again expected to be a draw for a growing international audience. “Over the past ten years international attendance, both exhibitors and attendees, has steadily increased. ICAST is the world’s largest sportfishing trade show where the industry gets together to conduct business,” del Valle Hamilton said. “We expect to see continued growth in the number of international attendees who attend the show.” ASA President and CEO, Mike Nussman, added: “Like so many other industries, ours is becoming more and more of a global market, both in manufacturing and sales, so we recognise our show needs to focus on providing value for international exhibitors and attendees. “ICAST combines the strong ASA President and CEO traditions of our sport with a Mike Nussman. spirit of innovation to create products and experiences that make people want to come back for more.” High on the priority list of international and US visitors alike will be the New Product Showcase. ASA is in no doubt that the Showcase is the single most important feature for exhibitors and attendees alike and regards it as ICAST’s flagship feature. The Showcase offers exhibitors, buyers and members of the media a special opportunity to

Angling International March 2010

debut and preview hundreds of next season’s innovations in fishing gear and accessories. This is where the tackle industry debuts its latest innovations and recognises the ‘best of the best’. With 17 categories in the New Product Showcase, including the coveted ‘Best of Show’ award, more sportfishing products and innovations are introduced at ICAST than at any other place in the world. In 2009, ICAST’s 52nd year, the New Product Showcase, the trade show’s flagship event, was more competitive than ever with 208 exhibiting companies entering 600 tackle products and accessories. Buyer’s and media-editorial badge holders are eligible to vote for the awards and by doing so have a chance to win cash and other prizes. The voting period begins Tuesday, July 13, at 5.30pm, and ends at 3.00pm on Wednesday, July 14. There is a limit of one ballot per media outlet and buying entity.

REGISTER NOW! ICASTfishing.org is the access point for everything ICAST. The list of exhibitors, FAQs, floor plan, online registration and much more is available at www.ICASTfishing.org. Registration is now open online. If you would like more information, please call +1 703 519 9691 or email ICAST@asafishing.org.

March 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

Huge crowds at Zwolle show

ecession? What sales, plus we sold more recession?” square metres of floor space Those were than in any previous year the words of – everything was 100% jubilant event spot-on. The show just goes organiser Mick Paine, who from strength to strength.” hailed this year’s Zwolle Steve Cole, Media and Carp show in the NetherPublicity Manager for Fox lands on February 6th and International, admitted to Fox’s Steve Cole lead the 7th as ‘the best ever’. being ‘blown away’ by the praise from the trade. Record crowds made Zwolle experience in 2010, the most of the undescribing it as one of the precedented line-up of stands from best shows in recent memory. Europe’s foremost brands, including “It was awesome. The Dutch are Shimano, Korda, Delkim, Fox Internamad for carp fishing and it showed in tional, Nash and Trakker, all showcastheir sheer enthusiasm. The thirst for ing their latest offerings. information is second-to-none. We “I couldn’t be happier. We had a launched a host of new products, insuperb Saturday, with 5,200 through cluding the Euro Warrior bivvy, which the door, and at one point I thought is a huge shelter with 1.8m headroom we were going to hit 10,000 for the and should prove very popular, espeweekend because the split is normally cially with carpers on the continent. 50/50. In the end we did 4,250 on the We also showcased the Ranger-XT Sunday, but with almost 9,500 visitors rods, a mid-range offering, as well as – a rise of 5% from last year – I’m not quite a few new terminal tackle items, complaining. I’ve already got a waiting including new spods and zig rig floats. list for next year’s show. An awful lot of effort went into mak“Carp fishing seems to be recession- ing sure we got these spot-on in the proof, probably because it’s predomidesign stage, and feedback from the nantly a young man’s sport. There are show seems it was effort well spent.” so many youngsters taking up carping, “It was the first time we had used guys with few responsibilities, so they our new stands over there, and there have a lot of disposable cash. They’re were times when I couldn’t even get not going to be buying a car or a close to them due to the crowds. We house, so they spend on their hobbies, handed out over 3,000 brochures and and it certainly showed this weekend. I came away thinking we couldn’t have “All the exhibitors seemed to be done a better job of promoting our smiling, with some reporting record brand – it was first class.”

Angling International March 2010

WHAT SETS VOSSELER’S 2010 REELS APART? See p40

First French show of the year points to an upturn in angling’s fortunes

Last month’s Carrerfour National Pêche et Loisirs event kicked off the French angling show calendar with increased attendances and good sales, bucking the economic downturn affecting leisure activities worldwide. The show, boasting 132 exhibitors this year, is always the first of the new year and often a barometer for just how confident the French market is. And with 21,000 people attending – a healthy increase of five per cent on 2009 – show organiser Clement Posada has heard nothing but positive remarks from the three-day event at Clermont-Ferrand. “All the feedback I have had has been excellent,” Posada told Angling International. “Trade was good and talking to visitors, they seemed interested in what we had to offer. I’m shortly expecting the results of two studies that I carried out during the show about visitor and exhibitor satisfaction, which will tell us a lot about what needs altering for 2011.” Every major brand from the French market was in attendance, including the significant presence of Sensas, Cormoran and Shimano sitting alongside a host of smaller manufacturers. And despite little in the way of innovative product being on show, 2010’s

NEW AQUAZ CATALOGUE new product lines got an airing to the French public for the first time – and the response was good. “We’ve heard rumours of some of fishing’s biggest brands coming to next year’s show but nothing is concrete,” Clement added. “This year’s show has only just finished but we’re already looking ahead at improving. What the success of the show has done is reinforce our position in the French market, which has been a pretty difficult place these last 12 months.”

The 2010 catalogue from specialist wader company Aquaz is now available. Containing new and updated products for the year ahead, it is for both trade and consumers and can be obtained from Aquaz dealers or requested at aquaz@aquaz.co.kr. “The catalogue introduces our new wading shoes and sandals with Vibram rubber soles,” said Managing Director Brandon Hwang. “It also contains new clothing and accessories, including environmentallyfriendly underwear, softshell breathable jackets, ﬂeece gloves, updated wader lines and more.”

March 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

Visma team planning for 22,000 visitors The organisers of what is billed as Europe’s biggest sportfishing show, Visma 2010, are hoping that a host of new attractions will pull in the crowds at Rotterdam’s Ahoy arena between 25 and 28 March. Now in its 42nd year, the show will feature around 100 stands from companies including Shimano, Pure Organiser Andre Hooijer: “We could beat Fishing, Spro, Sensas, Lumix, Raven, last year’s figures.” Ijsselsport and Ben’s Fishing Tackle, and for the first time ever visitors will also be treated to the new ‘Beet Theater’, where a range of issues affecting the modern day scene will be debated. Added to that, the introduction of five new ‘angling workshops’ has Visma organiser Andre Hooijer hoping to build on last year’s impressive attendance of 22,000. “This year we are hoping for at least the same, but considering the new elements in the show I feel we can beat even that. The new workshops, covering carp, sea, coarse, predator and fly fishing, are sure to be very popular with visitors,” said Hooijer. “These will be held in a new 1,000 sqm area where we have built a big tank which will hold catfish, sturgeon and trout which people can fish for.” One man who has high hopes for Visma is Shimano’s Benelux Manager

Above: the show will once again attract angling’s biggest names including Spro, Shimano, Pure Fishing and Raven.

Andre Piters, who said: “It is a very important event in our calendar. Traditionally, the sales season starts right after the show finishes, so we will be using Visma to display our complete range of products, across all fishing disciplines, including a lot of the new products which we first revealed at the EFTTEX show last summer. “It’s a great opportunity for the public to get their hands on all the latest Shimano gear.” *Visma takes place from 25 until 28 March 2010 at Ahoy Rotterdam, in the Netherlands. Entry on the door is €10 for adults (children under 13 enter free). There are discounts available for group bookings and those visitors booking online (10% off). Opening times are 10am-10pm on Thursday and Friday, and 10am-5pm on Saturday and Sunday. Parking at Ahoy Rotterdam costs €10 a day, with a 25% reduction for parking booked online. Other parking available nearby, and park and ride service also in operation.For more details visit the Visma show website at www.visma.nl.

FEHOVA AIMS FOR 60,000 Organisers of Fehova 2010, Hungary’s 17th Fishing, Hunting and Arms International Exhibition, are expecting a 25 per cent increase in attendance as the show arrives in the capital Budapest next month. Over 45,000 members of the public passed through the doors during last year’s event but that ﬁgure should be nearer 60,000 come March 25th as HungExpo, scene of last year’s EFTTEX show, sees 220 exhibitors parading their wares over the four days. Double coarse world champion and Spro ace Tamas Walter will be present, along with the victorious Hungarian women from last summer’s Ladies World Championships. Well-known 28

Angling International March 2010

Hungarian celebrities and hobby anglers Ferenc Bessenyi and Laszlo Cseh will also be in attendance but there will be just as much emphasis on giving the average angler plenty to see and do. “Hundreds of exhibitors will be showing their latest products on a special stand at the show and we’re still receiving entries as we speak,” revealed Fehova Organiser Valeria Simon. “We also have several new initiatives for this year, including a special fishing school for children to help introduce them to the sport and a kuttyogtato competiton, which is a special way of fishing for catfish in Hungary.”

March 2010 Angling International

MY SEASON WITH DRAGON V-LURES

ADVERTORIAL

There is only one way to be sure a lure works, says Team Dragon angler Artur Szałkowski, and that‘ is to test it for real. Here he reveals his personal favourite ﬁsh catchers.

fter the winter break (and this year – except for sea trout – it wasn’t short for spinning anglers) you can always find a great number of new lures in the shops. They are precisely crafted and claim, of course, that their actions perfectly imitate live bait. Has anyone checked it? After all, they are new on the market. With Dragon lures you can be sure that every single product has been tested on many different fishing grounds by Team Dragon members. We have spent the entire year developing all Dragon products in minute detail, just to create lures fit for every condition. Here are some of my personal highlights.

Mutant

Date: September 2nd, 2009 Location: Lake, Lillehammer area, Norway Lure size: 12.5cm Colour: Pearl with orange bottom Jig head: Mustad Classic 6/0, 20g “I was angling near some underwater hills, located one after another, at a depth of 4-6 metres. Great if the wind wasn’t so strong and cold. Heavily loaded lures and tapping the seabed brings results – thanks to Mutant, I manage to catch four ﬁerce pikes.”

Dead Fish

Phantom

Date: April 3rd, 2009 Location: Giłwa river, Pasłęka tributary, Poland Lure size: 6cm Colour: Gold Jig head: Dragon V-Point Speed 1/0, 3g

Demon

Date: August 24th, 2009 Location: Baltic skerries, Osthammar area, Sweden Lure size: 15cm Colour: Glitter with blue back Jig head: Mustad Big Game 8/0, 25g with double hook

“The weather has changed totally in just two weeks. Spring was in the air. I had caught two rather small brown trout since the morning. Then I decided to replace my wobbler with a small, gold Phantom and cast it towards a branch sticking out of the water. Second cast – and a sudden attack. A 50cm success!”

Buster

“Our boat was anchored near an underwater hill, the water nine metres deep. Our lure of the day was a test version of the Demon shad. I was not lucky enough to catch a one-metre pike, but my friends caught three – the biggest 111cm. All ﬁsh were caught using very slow movement – they must had been provoked by the screw-like tail action.”

Business Contact Tel: +48 52 32 68 016 Email: export@ﬁrmadragon.pl Website: www.ﬁrmadragon.pl 30

Date: October 4th, 2009 Location: Orava dammed reservoir, Slovakia Lure size: 12.5cm Colour: Pearl-brown Hook: Mustad 91768UB Power Lock Plus no.4/0, with additional 8g load

Angling International March 2010

Date: November 7th, 2009 Location: Lake, Odense area, Denmark Lure size: 10cm Colour: Fluoro yellow Jig head: Mustad Classic 5/0, 3g

“I was totally disappointed – it wasn’t the same Orava as it had been four years ago. We were changing places all day long, and nothing happened! Depressed, I decided to attach a swimbait. I let the 12cm-long Dead Fish swing its long tail when immersed in 17 metres of deep water, hoping to attract zander. I was nearly sleeping when I felt something was trying to grab my rod! Several minutes of ﬁght and I’ve hooked one measuring 83cm. This is what ﬁshing is all about!”

“The show was spectacular. No wind, almost no clouds, a clear, 50cm deep water and a green carpet-like lake bottom. The pike must had been attacking in group – two of us caught 64 ﬁsh! The ﬁsh preferred the bright-coloured Buster and were attacking just below the surface; we could even see their opened jaws just before biting a lure.”

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COMPANIES YOU NEED TO KNOW ABOUT...

Ardent sets sights on Europ after cleaning up in theUS The Missouri-based manufacturer is bringing its matchwinning reels and care products to Europe. And the early signs are that buyers are biting.

Ardent is working hard to ensure that all its Reel Care products stay relevant. Anything introduced into the range must conform to the company’s philosophy of ‘clean, care and condition’, values which are more than evident in the three key products – Reel Kleen, Reel Guard and Reel Butter – that form the basis upon which the range is built. Brooks added: “We intend to make sure that not only Ardent reels but also any other makes of reel maintain their optimum performance levels. The Reel Care programme does that. “We believe the time is right for a new category in the tackle industry. We are conﬁdent that Reel Care products will establish Ardent as a brand on the European side of the Atlantic. We had a great reception at EFTTEX in 2009 and are working hard to ensure that distributors are appointed as early as possible.” The measure of Ardent’s export ambitions is the appointment of Chris Leibbrandt as its European contact. Leibbrandt points to the scale of European markets and their genuine need for Ardent’s products as reasons for real optimism. “Europe is made up of more than 60 countries and principalities – that’s a lot of different angling markets. But one thing they all have in common is they all use reels,” he pointed out. “Ardent Reel Care is a universal range that sells across international boundaries no matter what the bestselling reels are. “The reason that this has been such a huge seller in the USA is that it works for every brand of reel on the market. It is also a short range to stock with excellent mark-ups. It is affordable with attractive price points that make it a natural ‘add-on’ sale or even an impulse purchase.

Making all its products in the USA is more than just a point of difference for Ardent, the Missouri manufacturer of reels and reel care products. It is all about pride in its craftsmanship and the products it makes. The fast-growing company’s baitcasting and Ardent President spinning reels have taken Michael J Brooks. the competition bass market by storm. And to ensure that its reels are properly maintained it has created Ardent Reel Care, a range that has established a whole new category in the tackle industry. The Reel Care range is quite simply selling off the shelves in the USA and Canada and for 2010 Ardent has opened an incredible number of new accounts to achieve phenomenal market penetration. “We make the reels that are winning the big competitions,” said Ardent President Michael J Brooks. “For example, our top of the range XS1000 baitcasting reel gave Alton Jones the edge he needed to win the 2008 Bassmaster Classic. “We have a new F700 Denny Brauer Flipping reel and we also have the worldwide exclusive for the Fishouflage-finished casting and flipping reels. In 2010 we are introducing the new S2500 and S2000 spinning reels. “All of these products are also available to distributors who sign up for the reel care programme.”

“The concept is simple and is a way to ensure that your expensive reels are maintained and in the best condition possible to tackle any angling situation. These products are ‘future-proof’. They not only conform to current expectations but exceed them. These are unique and market leading in every way.” The range includes 100% synthetic oils and lubricants, incorporating qualities such as ultra low viscosity for the reel butter oil combined with an extremely high surface tension. And anti--gumming agents ensure super smooth performance. Every product in the range is unique in that it has specific additives that ensure it does exactly what it says it will. Underlining the benefits for distributors, Leibbrandt continued: “Temperatures are climbing and anglers starting to buy. We all know how the last year or so has affected the markets but Reel Care is a product range that can pull you out of the doldrums. “It’s important that we look forward and offer something new that has great potential. Reel Care does just that. We have already signed up some significant accounts in France, Portugal and Romania, with companies in Estonia, Russia and the Ukraine ordering this week. “Everywhere I go I am asked: ‘So, what’s new in the market, what can I have that’s exclusive, innovative, easy to sell and with great pricing?’ So I know there are distributors out there looking for a way to lift their businesses and I really would urge them to become part of this phenomenal success story and sign up – the sooner, the better!”

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

The Reel Care products: “excellent mark-ups”.

Angling International March 2010

USA Tel: +1 314878 7722 Ext: 201 Email: mjbrooks@ardentoutdoors.com Web: www.ardentoutdoors.com EUROPE Tel: +44 1684 296695 Email: info@charismaticmarketing.com Web: www.charismaticmarketing.com

The new F700 reel.

New for 2010, the S2500.

Ardentâ&#x20AC;&#x2122;s C400 casting reel.

March 2010 Angling International

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COMPANIES YOU NEED TO KNOW ABOUT...

INNOVATIVE LURES STRIKES WITH NEW MEDIA... AND NEW THINKING For the Danish lure maker, ﬁsh-catching products are just part of a sales mix which includes modern production methods, stronger databases, social networking sites and online customer feedback.

ffective involvement with media outlets combined with genuine product innovation, quality, distribution and customer care. Sounds like the right business strategy? Innovative Lures certainly Lars Søgaard: “New believe so. In just four years thinking is essential.” of trading, this approach has established the Danish company’s reputation and strengthened its market position in a ﬁercely competitive sector.

A proud EFTTA member from the beginning, Innovative Lures quickly displayed acute antennae for new promotional avenues and actually featured in the launch issue of Angling International. Back then, co-founder Lars Søgaard outlined the company’s conﬁdence based upon two years of intense product development. There were, he said, three key company ground rules – to only develop product with a genuinely new element, to only launch products which out-caught those of existing rivals during the testing process, and to ensure quality levels would not disappoint customers. Now, having strengthened the company internally whilst continually analysing the market and learning

Angling International March 2010

valuable lessons along the way, Søgaard remains hugely upbeat about prospects for future growth. “We may appear to be small fish in a fierce marketplace, but we understand that market and keep our fingers on the pulse by remaining active anglers,’’ says Søgaard, whose brand’s range includes wobblers, jigs, spoons, spinners, rigs, leaders and soft flies with applications in both fresh and saltwater settings. “Each single item we have added has new thinking and enhanced strike-generating features. The many extra tricks from Innovative Lures products provide more versatility and effectiveness and should certainly be in every lure angler’s gear box,” he adds. So how exactly has the company been strengthened since 2008? Getting the right people and having them work in the right defined roles is a big part of Søgaard’s solution.

WHAT NEW PRODUCT COULD BOOST YOUR SALES IN 2010? See p51

“During the mid and end part of 2009 we brought on board additional core competencies with specialties in marketing, ﬁnance, production, research and development, logistics and sales. The likes of Marc Melgaard, Torben Rasmussen, Gregers Lindvig plus some contractual agreements,” he states. “We have also commenced formation of an Advisory Board with very prominent proﬁles from the business who will bring extensive experience of sales, distribution and branding to the company, subsequently proving the point that the company holds interesting new choices to anglers and the marketplace in general,” he adds. No names are being released yet – but watch this space! Another concerted effort has seen improved logistics to ensure faster market response. “Innovative Lures recognises future increased requirements from all markets to react fast and reliably to demand,” continues Søgaard. “So we are improving our time-to-market by undergoing more frequent and stricter production inspections, increased supplier-platform and supplier-database. “Furthermore we are managing product launches better. Not selling expectations, just selling what’s available! SKU management, focus on inventory turns, smoother operations in warehouses, improved domestic and export shipping – there are so many improvements taking place here.”

A new Innovative Lures product range is already being thoroughly tested prior to production, ensuring they will be fully optimised to give the user the best possible sport upon release. Of the new releases for 2010, expectations are high for the unique Bombarda Soft Flies which will tap an increasingly popular market sector which is already expanding beyond its birthplace of Italy. However, it’s the SwingTail

– a multi-jointed spoon ﬁrst seen in the February 2008 launch issue of Angling International – which has become the established big-selling favourite. The SwingTail (pictured above) is now available in 7g and 13g (trout), 17g (coast version) and 25g (salmon) sizes, in several colour combinations, all equipped with quality VMC 3-nickel hooks and split rings. It’s a ‘must-stock’ item for any retailer with a cus-

tomer base serious about their lure ﬁshing. Conscious of the need to preserve angling for future generations, Innovative Lures is also delving deep into the use of ‘green’ materials. But whatever emerges next from its Denmark think-tank, it will certainly be true to the slogan of ‘Beauty and the Beast’. Meaning beauty to the human eye... but an irresistible beast to predator ﬁsh across the globe!

HOW DIGITAL MEDIA PLAYS ITS PART A major focus for Innovative Lures in 2010 is the export market, using the product feedback it has received as an accelerator. Key targets for 2010 are: Germany, UK, Finland, Poland, Czech Republic and Italy. Marketing Manager Marc Melgaard has underlined the company’s deep-rooted belief in establishing close links with the angling media including maximising its presence on various internet outlets to harness the highly computer-literate generation of lure anglers in

the teens-to-30s age group. “In our home country of Denmark we have developed a very good relationship with Fisk & Fri (www.ﬁskogfri.dk). And yes, we have a big focus on similar relationships in our export strategy going forward for mutual beneﬁts,” he stated. “Our own website is an excellent start point, showing our products in their natural environment with underwater videos of most of our products. Viewers will see that our lures are developed by anglers with a great understanding for aqua-dynamics and functionality. We are proud to share this with our fellow anglers.” Facebook, the social networking website which has fast

become a global phenomenon, is another place where Innovative Lures is making existing and potential customers feel part of a ‘family’. “At Facebook we can stay in touch with a broader audience of anglers, who are our core inspiration. Our goal is to be close to the market by inviting anglers to post their thoughts about our products, recommendations for improvements, their catches on our lures, and also for product launches and general news,” enthused Lars Søgaard. The Innovative Lures Facebook group page can be found by simply searching for Innovative Lures at Facebook. “Our page will appear for sign-on,” says Lars Søgaard.

Want to talk to Innovative Lures?

Here’s how to ﬁnd them...

Tel: +45 3013 9591 Web: www.innovativelures.com Email: lars.sogaard@innovativelures.com or: info@innovativelures.com March 2010 Angling International

Original Magic Swimmer

Magic Swimmer SOFT

The ORIGINAL Magic Swimmer is the tournament proven king of jointed, hard swimbaits. Fast-sinking models now available, plus sinking and slow sinking Fast-sinking versions swim on the drop, without any angler action �� which allows for a wide range of retrieval speeds 8 sizes in all, ranging from 3 1/2” inches to 9” Preferred swimbait on the BASS Elite Tour, and the key lure in wins by Todd Faircloth, Kenyon Hill and Jason Williamson

NEW! Magic Swimmer SOFT, with exactly the same look and swimming action of the original �� Swims exactly like the original Magic Swimmer Pre-marked rigging holes in nose and body for perfect hook placement Package includes the SEBILE Soft Weight System �� Not just a swimbait, but a very �� on Texas, Carolina and Drop-Shot rigs

�� and to see all models and colors, visit:

www.Sebile.com

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COMPANIES YOU NEED TO KNOW ABOUT...

Patrick Sébile: ‘Distribution is the key to success now’

Investment in stock and a new warehouse – plus some smart direct selling – has put Sébile in the perfect position to meet increased demand for its lures in 2010.

AI: Are you still able to involve yourself in the creative process? PS: One hundred per cent! I developed this company because of all the creations I’ve worked on for the last twenty years, so I really have no plans to have other people designing and developing lures for Sébile. Many people come to me claiming they have a great idea, but I prefer not to see it in case I am working on the same kind of stuff myself. If you believe strongly in what you are doing, I suggest you do as I did and create your own company. AI: At the end of last year you realigned US market territories and senior management responsibilities to improve service. Are you seeing the benefits? PS: It is a bit early to be able to see significant results, but what I can clearly see is every time a retailer or wholesaler comes to me on that subject, they appreciate the approachability of the sales managers and reps that we employ. Our sales force is knowledgeable about the fish species in their

regions and this has helped us bring more lures to the retailers’ shelves. For example, with having Barry Stockhaus in the northern part of the US as well as Canada, what we are seeing is more and more shops and wholesalers promoting Sébile lures due to his discussions about how well they work for pike, walleye or striped bass. Remember, a good sales person does not just sell lures for us, they sell ﬁshing and the excitement that everyone has when the ﬁsh hits the lure.

AI: Do you see further organisational changes in 2010? PS: As you know, Keeton Eoff left Sébile in February of this year to pursue different adventures. We wish him all the best, but his leaving has actually given us an opportunity to reassess the southern USA and Mexico regions. We have actually brought on Sportco Marketing Inc. to help increase our sales in the TALO region as well as some of the Midwestern states that we did not have representation in. Additionally, we now have a Latin America sales manager, Philippe Garcia, and we want to take great care of these territories. But a big evolution for 2010 is that we are now able to sell lures to retailers and wholesalers in countries where we don’t yet have a national distributor. We cherish the national distributor approach, and we only work with exclusivity in each country. Our contract also stipulates that we don’t allow national distributors to sell in markets other than their own. But we don’t want to miss sales opportunities in countries where we don’t have national distribution. So by selling directly to retailers and wholesalers in these countries, I believe we will be able to meet the existing demand, then make it stronger, with the goal at a certain point in time of ﬁnding the right exclusive

“By selling directly to retailers and wholesalers we will be able to create demand before ﬁnding the right distributor” 38

Angling International March 2010

DOUG OLANDER, SPORTFI SHING MAGAZINE, USA

Angling International: You became CEO of Sébile in January last year and then MD of Anglers Diffusion Ltd (ADL) three months later. How are you managing to juggle the demands of these roles with the creative skills on which your company is founded? Patrick Sébile: I have to say these three roles take pretty much all of my time, with no holidays or relaxing weekends since last year. So it’s good that at least my job needs me to go ﬁshing. I am very well assisted by the team in the USA and around the world, especially my COO Russell Gray. On the creative side, I have already developed a wide range of soft, wired and hard baits, so it doesn’t take as much time as in the past and means I can give a substantial portion of my time to my management positions. Promotion takes a lot of my time. With the recent addition of the Middle East, we are now in 40 countries, so I have to provide the knowledge and help needed by each national distributor.

national distributor to handle the country. This is the beneﬁt of the investment I made last year to move to a big warehouse and build stock.

AI: What is the biggest thing you have learned from your experience of establishing Sebile in the US? PS: Nothing is impossible if you believe deeply in what you are doing. As an entrepreneur, the USA was the toughest challenge for a foreigner, a very strong market that was very difficult to penetrate. Several European companies, not just in the fishing industry, have tried to become established there, have spent millions in investment and have abandoned the attempt after a few years. My partners and myself did not get into the same situation. We came with a limited amount of money, but great faith in what we were doing and respect for the established brands and the American people. So the welcome and the position we have achieved today is so rewarding! These people are very open-minded, and if you bring something that has a benefit for them they will give you your chance. It is then up to you to prove the value of what you are doing. AI: What are the key differences between marketing to US and European markets? PS: Actually there are a lot of similarities, but I have seen a difference in attitudes. In Europe, and I would say mainly in France, few people were paying at-

WHAT MAKES AMIAUD’S NEW BAIT BOAT SO SPECIAL? See p48

tention to my background with my 300 record ﬁsh catches, travelling and guiding all around the world, and different creations such as unique rods for SERT, in-line spinners for Mepps and new hook shapes for Gamakatsu. It’s a cultural thing. When I came out with my lures, many people just criticised them because they were different to other brands, without paying attention to the products themselves. In America journalists, anglers and retailers don’t judge the product on whether it ﬁts the trends, they try it and judge it on how well it works.

AI: Where will your main focus be in the next two years, the US or Europe? PS: Soft plastic lures will be at the centre of Sébile’s development. In addition, a big part of our strategy will be to support our national distributors. This is why my sales managers are also avid and experienced anglers, so they are able to be out in the field with journalists on fishing trips, sharing with them their knowledge and the different uses of each lure. This is where Laurent Picq in Europe and Russia is a very strong asset. He is a top level zander and pike angler, and when he is fishing with a distributor, local journalists or representing us at a show in Clermont Ferrand, Moscow or Dubai, no one is better at creating the greatest possible impact on sales and brand promotion. This helps the brand credibility. AI: You have been on record as saying the quality of delivery has been a key issue for you in the past. Is this something you are still working on? PS: This is correct. I said that in the context of a

brand that created such an explosion in demand that no company in the world would have been able to fulfill the orders. That is why part of the plan I have put in place is to take a 6,300 sq ft warehouse. We now have several monthly deliveries there from the factory and each customer is now able to see that, since last summer, our ratio of filling orders is pretty good. No one is waiting to receive their baits. In addition, we now provide our customers with stock detail every week, so they are sure to get what they order. It makes our business easier too, with very few back orders to track. This was and is a big investment but I can see it paying off very well already. Links with many national distributors have been improved a lot as a result, so not only is the US retailer seeing the benefit from this, but also everyone from the angler all the way through the different levels of the selling chain. And of course Sébile as a company is reaping the rewards. In 2009 we did 2.2 times the sales we achieved in the previous year.

AI: In 2008 you won the EFFTEX hard bait award and in 2009 both hard and soft bait awards at ICAST. Can we expect something special from you again in 2010? PS: I won’t say that I have now got all that I wanted, but this has certainly fulﬁlled long-held dreams both as a lure designer and a CEO. To appear in Field and Stream, the reference point for the outdoor world for more than 110 years, was also fantastic, along with several ‘best bait of the year’ awards from other magazines that I deeply respect. But whatever happens, I just plan on staying who I am, always easy to reach and able to share my passion, whether it is

with Joe’s shop or with the biggest ﬁshing catalogue buyer. If Sébile wins more awards and accolades in the future it will make my heart beat just as fast as it did the ﬁrst time. I don’t think you can get used to that – and I wish not!

AI: What can you tell us about new products for 2010 that will excite the market place? PS: We will focus on truly innovative ways to bring soft plastic worms, spinnerbaits, deep diving crankbaits and weighted hooks to the market. I just consider myself an angler who faces the same problems as every other angler, so as a designer I work to bring solutions that work for myself and my customers. I probably wouldn’t do stuff that gets so much recognition if it was just for money. My involvement is linked to the benefits I will get while fishing myself! AI: Finally, what do you see as the next big step for Sébile as a company? PS: Reaching new levels of distribution. I don’t want any half measures in making this company a major player in the fishing business.

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

Tel: +1 325 437 8103 Email USA: bstockhaus@sebile.com Email Rest of World: sales@sebile.com Web: www.sebile.com www.sebileusa.com March 2010 Angling International

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COMPANIES YOU NEED TO KNOW ABOUT...

Vosseler brand building shows no sign of stopping The German ﬂy reel company is putting its faith in engineering excellence as it looks to add Canada, New Zealand and Australia to its growing distribution list.

eading fly reels brand Vosseler is putting German precision engineering at the heart of its plans to become a dominant name in the sector. After huge success in Europe Ralf Vosseler: “We want and the USA, the company is to be angling’s Ferrari.” now targeting distributors in Canada, Australia and New Zealand with its range of modern, hi-tech reels. Vosseler’s ambitious plans have been fuelled by the positive response from its current distributors to its expertly engineered products. The latest launches for 2010 once again feature fly reels that have been designed, developed, machined and finished in the company’s headquarters in Talheim, Germany – another factor that gives Vosseler the edge over its rivals. “When customers think of fly reels, we want them to think of Vosseler, the leading brand that THE COMPANY’S INTERNATIONAL AWARDS 2004 Runner-up for the Best Stand under 30sqm at EFTTEX, London 2005 Ka-Ching Award (chosen by retailers and buyers at the FlyFishing Retailer World Trade Expo in Denver) 2006 Winner Visitors’ Choice at EFTTEX, Brussels 2007 Winner, Red Dot Design Award 2008 Nominated for Germany’s Designpreis 2008 2009 Commended for the Best New Fly Reel Award at EFTTEX, Budapest

embodies the very best qualities of German engineering,” Ralf Vosseler, the company owner and MD, told Angling International. “We know that when customers open the box and see ‘Made in Germany’ they feel reassured, which is not necessarily the case with reels made in the Far East. “These fly fishermen know for certain they have a high quality piece of engineering in their hands. Germany has a reputation around the world for engineering excellence. And Vosseler reels embody all the qualities of accuracy and reliability that you would expect from a German-made product.” Vosseler has its own turning and milling machines on site at its factory. As MD, Ralf Vosseler prides himself on leaving nothing to chance during the production process, from start to finish. Even the laser marking and assembly are carried out under his supervision in Germany. “We have had great success around the world because we design, develop and engineer everything here in our own factory,” he explains. “We control

the whole process and can use all our experience to guarantee a perfect end product. This is what will set the Vosseler brand apart as we begin to enter new markets. “We have won admiration and distributors in Europe and the USA. Now we want fly fishermen in Canada, Australia and New Zealand to feel the Vosseler difference. During 2010 we will welcome serious distribution enquiries from these three territories in particular.” Distributors are promised a high level of quality (“That is our hallmark,” says Ralf Vosseler) plus consistent supply and customer service thanks to years of delivering reels in the OEM sector (see panel below). But above all there is Ralf Vosseler’s commitment to creating a renowned global brand in the fly reels market. “Vosseler is the reel one,” he says. “When people think of fast, red sports cars, they think of Ferrari, when anglers think about engineered fly reels, we want them to think of Vosseler.” Distributors in Canada, Australia and New Zealand in particular, take note!

VOSSELER’S OEM SERVICE: THE SECRETS OF ITS SUCCESS

German quality has also won business for Vosseler in the OEM sector. “Our expertise means we can work with other fly reel manufacturers and help them with product development,” says Ralf Vosseler. “Having everything on hand in one location here at our German factory also means we have an efficient process for delivering completely finished products for customers. “We have lots of customers who have used Far Eastern suppliers in the recent

Angling International March 2010

past, and they quickly see the advantages of using us instead.” Vosseler identifies four key advantages that his company has over its competitors: 1. Accessibility. Vosseler’s location in Germany with everything in one place means customers have to travel fewer air miles to get the products they want. “There is no travelling all over the world dealing with different suppliers,” says Ralf Vosseler. “Clients can fly in to Zurich or Stuttgart, it’s so easy. We are a few hours from the US, and one or two from anywhere in Europe.” 2. Delivery. “Being based in central Europe means shorter lead times compared to the Far East,” adds Ralf Vosseler. “We can ship in a day or two rather than weeks. We can also be flexible during the season. We can react to market trends and fashions quicker than our competitors, providing reels in new colours, for example, even in mid-season.”

3. Accountability. Ralf Vosseler: “Clients deal directly with me. That’s important, they need to know somebody senior is looking after their interests.” 4. Customer service. “We happily pick clients up from the airport. We discuss their needs in the car, we go to our headquarters, talk some more, enjoy some ﬁshing on our private river near Talheim and a few days later we have a prototype for them.” Prime location: the Vos seler factory in Talheim.

HOW IS SEBILE ACCELERATING GROWTH? See p38

VOSSELER FLY REELS FOR 2010 2

1. The Pro-Flyﬁshing RC-Series Lightweight and elegant, the RC is simplicity itself. Vosseler markets it as the ideal reel for beginners and experts alike – at an unbeatable price.

2. The Pro-Flyﬁshing RC L-Series NEW! The RC L is the big sister of the RC, combining all the advantages of the classic RC-Series with those of a large-arbor reel.

3. The Pro-Flyfishing DC-Series A state-of-the-art reel engineered for durability. Vosseler’s best-selling reel is suitable not only for dry fishing, but also for light saltwater use for sea trout or bonefish.

4. The Pro-Flyﬁshing S-Series The ‘workhorse’ of the Vosseler range, the S-Series is equipped with a self-lubricating, powerful disc-drag which can be adjusted perfectly by a handy drag knob. It is an easy match for salmon and steelhead, Baltic trout and Carribbean tarpon.

THE VOSSELER FLY TYING VICE Manufactured in Germany, the Vosseler ﬂy tying vice has twice been recognised for its innovative design. It won the prestigious Red Dot Design Award in March 2007 and in 2008 was nominated for the Designpreis, the top national design award in Germany. The secret of its Left: Caption ﬂy vice

success lies in a suction-cup base that holds the vice securely even on smooth surfaces. Once the base is secured, the Vosseler tying vice can be rotated along ﬁve axis points. The vice’s patented jaws securely hold the hook on four sides. Crafted from surgical steel and

high-grade aluminium, it is a tough and versatile tool, allowing sellers to make bold claims about its uses. It can be used on a dining table without leaving a mark, stuck to the side of a truck for some evening tying in camp or secured to the casting platform of a ﬂat boat.

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

Tel: +49 7464 978596 Fax: +49 7464 978597 Email: info@vosseler.com Web: www.vosseler.com March 2010 Angling International

EFTTEX NEWS 8-PAGE SPECIAL SECTION

EXHIBITORS UNVEIL THEIR PLANS

France’s Delalande on why Valencia is the perfect host venue.

IMPORTANT VISITOR NEWS

AMIAUD TARGETS GERMANY

You can now pre-register for entry online.

French manufacturer is ready to impress with its new speed bait boat.

PRODUCTS • ADVICE • INTERVIEWS

An open letter from the CEO to all non-EFTTA members

JEAN-CLAUDE BEL EFTTA CEO

ow would you react if your company was made to stop trading? If the business you had built up, perhaps over many years, was threatened with such force that it would cease to exist? I am sure you would ﬁght tooth and nail to save it, and spend whatever you could afford to fend off the outside inﬂuences that threatened it. And if other companies that you relied on for trade were similarly at risk, surely you would not hesitate to join forces with them to save your livelihoods? So why have you not joined EFTTA? For more than 25 years EFTTA has been acting to protect the interests of the trade in Europe. When the interests of the trade – and by that I mean the interests of your company – have been threatened, EFTTA has reacted.

I would not like to imagine the state of the industry if EFTTA had never existed, and yet the threats are still there. In fact, they are growing more numerous, more powerful and more determined. Thanks to the support of our current membership we have financed a lobbying office in the European Parliament. It has worked to counter the pressure exerted by national governments and powerful publiclyfinanced NGOs. You can see every month in this magazine that we are very active in this

“The threats to angling are growing more powerful than ever – and more determined”

regard, but sometimes it is like being David against Goliath. Lobbying consumes time and energy. You need to supply precise data and economic statistics; and you need to hire expert and scientists to counter the arguments of your opponents, in angling’s case most of them heavily financed with European public money. Our opponents have a big voice and they are surfing on the extremist ‘Green Wave’, particularly at election time. It makes them particularly dangerous. And yet we have taken on fights and won. With the precious support of EFTTA members we fought a long battle to convince the European Parliament to vote to adopt a control of Europe’s cormorant population. With our members’ support we have been able to achieve modifications to Article 47

March 2010 Angling International

EFTTEX NEWS of the new Common Fishery Policy, exempting saltwater fishermen from quotas and licence requirements. But we have succeeded not only on behalf of our members; every company in Europe has benefited, including your own. So, I ask again, why have you not become a member? Surely you can not believe it is right that a membership of 250 companies is financing action that benefits all 2000 companies across Europe – including your own? But if the interests of fair play do not motivate you, think about this. We have achieved so much with one full-time lobbyist, just imagine what we could achieve with extra resources. And it is certain that we need them because the threats keep coming. Why have you not become a member when your industry is threatened by the trend towards micro power stations? They sit on rivers producing so called ‘green power’ yet without our vigilance they can end up destroying the river’s life and fragile ecology. Why have you not become a member when there are powerful forces who want to ban fishing altogether? They argue that fish feel pain and that it is not fair to play with them without

killing them. It’s happened in Switzerland, so where next? Why have you not become a member when yet more threats, as yet unknown, could rear their heads and catch the industry off-guard? When will it be too late for you? I know that EFTTA has your goodwill. But goodwill is not enough. If we are to protect your interests, we need resources, and for that we need finance. To continue to protect your business we need your membership. You need to understand that being a member is not just about participating at EFTTEX, it is about contributing to the future of the trade – and ultimately saving your own business. The more finance we have, the more effective we will be. It’s as simple as that. EFTTA is an efficient, well-run Association that has proved itself over many years. Your contribution will be used wisely paying for an experienced second lobbyist, for access to important data, for the appointment of credible experts, for meeting MEPs and arguing our case. It will be a geniune investment to protect your business. Why have you not become a member? I don’t think you have an answer.

“Surely you do not believe it is right that 250 members are ﬁnancing action that beneﬁts all 2,000 companies in Europe?”

YOUR EFTTEX ADVERT HERE...

Bring the whole world to your stand at Feria Valencia in June.

It’s your unique opportunity to speak to the trade... Call Lucie Petrickova on +44 7825 999230 or fax +44 1225 760249 Skype lpetrickova lucie@angling-international.com 44

Angling International March 2010

EFTTEX NEWS Delalande Pêche sets sights on North Africa

Delalande Pêche, the French company specialising in soft plastic lures, has welcomed the choice of Valencia as the destination for EFTTEX – believing that its proximity to North Africa may help it develop that market. “We expect the location of the show will be an opening for us in the North Africa market,” said Export Manager Sandrine Weisse. “EFTTEX is a good opportunity for us to meet new partners who won’t answer to email prospection or who prefer to see and touch before ordering. Nothing can replace the feeling of our lures in customers’ hands. “This year we’ll be presenting products that have been created directly as a result of demands from our customers. These include the Buster Shad, which is getting a very good reception at the moment. We think it will be a very good year for business.” The Buster Shad is a soft lure with

impressive detail. The constricted middle conjures up a soft swimming action while the three holes in the back half of the lure create a turbulence which complements the rolling effect created by the unusually shaped tail. Designed for linear and vertical ﬁshing, the Buster Shad is available in 11cm and 13cm models.

MAKE CONTACT BEFORE EFTTEX Tel +33 2 47 73 65 65 Fax +33 2 47 53 96 61 Email delalande.sandrine@wanadoo.fr Website www.delalande-peche.fr

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Vega launches magazine

Portuguese company Vega will be raising its profile in the run-up to EFTTEX 2010 with the publication of its own newspaper. Jornal Da Pesca is the first free fishing newspaper distributed in Portugal and is aimed at all anglers. “We will publish bi-monthly to begin with but we may increase frequency to monthly by the end of 2010, depending on the success of the initiative,” said Vega CEO Jorge Mourinho. Vega will initially distribute 15,000 copies among 300 of its retail customers but plans to grow this to 25,000 in the near future. The first issue will comprise 16 pages and this will increase to 24 with the second issue. Advertising support includes household names such as Yamaha. Vega regards the Valencia show as another key step in its development as a global brand, making the relatively short return journey from Spain with strong leads for more distributor partnerships.

MAKE CONTACT BEFORE EFTTEX Tel +351 219 617455/6 Fax +351 219 617457 Email paulo.soares@mundinautica.com Website www.vega.com.pt 46

Angling International March 2010

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Meet your Reel dream.

Vosseler - The Reel One. Made in Germany T +49-7464-978596 W www.vosseler.com E info@vosseler.com

EFTTEX NEWS

Amiaud unveils new bait boat as it targets expansion into Germany

striking bait boat will play a central role when Amiaud unveils its new products at EFTTEX in June. The innnovative French company will be in Valencia to seek new European distributors for its Carp’o, Pike’n’Bass and Seanox ranges. In particular it has high expectations for the speed bait boat, which is among a number of new launches under the Carp’o banner. Conceived and manufactured in France, the bait boat is exceptionally solid and durable thanks in part to a hull made using polyester. Its streamlined proﬁle has been developed to give exceptional stability over the surface of the water. At the back of the boat a revolving screw gives unrivalled accuracy when it comes to dropping any kind of bait. Amiaud claims it is much better than the traditional and much less precise trap-door system. Created with a motor and radio control system from the renowned Graupner

“Amiaud has built a reputation for supplying anglers with innovative products”

Right: the streamlined Carp’o bait boat has been designed to be exceptionally stable.

company, the bait boat is exceptionally easy to control, even at night where its lighting system makes it highly visible over long distances. It has 20 LEDs at the front; red and blue lights at the rear; and one yellow and one green light at its sides. The boat is supplied with full instructions, a 12V/7amp battery and charger. There is the option of additional batteries so anglers can couple two together to extend the boat’s operating range. Over 35 years Amiaud has built a formidable reputation for supplying French anglers with innovative and comfortable products.

Left and below: features include a screw bait dropper and a Graupner control system.

It has delivered a huge number of advances, carefully adding new developments while following its own maxim of “the best evolutions are those you don’t even notice”. Amiaud has created a dynamic distribution network throughout France with strong links in all major regions. The famous Carp’o rod pod, the original carp rod rest from Amiaud, helped extend the company’s reach across Europe. With its three major brands offering a wide range of products for all types of fishing, Amiaud is intent on reaching all the countries in the European Union as well as penetrating territories further afield. At EFTTEX it will also be showcasing new products from Seanox, the fast-growing sea fishing brand that it launched two years ago. New products from Seanox for 2010 include stainless steel rod/outrigger holders, foldable anchors in galvanised steel, line winders, a surfcasting tripod, nets, trolleys and baskets. Amiaud particularly welcomes distribution enquiries from Germany for all three of its leading brands.

MAKE CONTACT BEFORE EFTTEX Tel +33 2 51 07 89 94 Email export@amiaud.net Website www.amiaud.net 48

Angling International March 2010

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March 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 Three-colour line for ease of use when trolling

Building on the success of its TUF-Line XP braid, Western Filament has introduced TUF-Line XP Indicator, which uses a repeated colour system to provide precision and accuracy for trolling and jigging. Indicator is available in tests from 10lb through to 200lb and in 150, 300, 600, 1200 and 2400-yard lengths. What the makers say: “A three-colour pattern of green, red and high visibility yellow is repeated every ten feet so anglers can count the colour changes to set a trolling spread or target suspended fish. Over 90% of anglers are trolling and jigging within 100 feet of their rod tips, so the ten-foot metering emerged as a perfect fit for ease of use and repeatable accuracy.” Business contacts Tel: +1 970 241 8780 Email: rex@wfilament.com Website: www.tuf-line.com

Lures finished in silver and gold to shine brighter The Williams Flasher is offered in 16 colours and two sizes. The F1 Flasher weighs ten grams and measures 7cm while the F2 is 14 grams and 8.5cm. It is available packed singly without a hook, or with a hook in a siwash hook version. Williams, a leading lures brand since 1918, welcomes distributor enquiries outside of North America and Russia, where it already has established distribution. What the makers say: “The slow, wide, side-to-side wobble, fished either with or without hook, and followed by a baited snelled hook or fly, is hard to resist by trout, pike, zander and other game fish. Williams’s renowned genuine silver and 24 carat gold jewellery-quality finishes reflect available light further and brighter than traditional nickel or brass finishes.” Business contacts Tel: +1 819 563 2115 Email: marks@williams.ca Website: www.williams.ca

March 2010 Angling International

products you need to know about

Bifocals from Rapala to make knot-tying easier

The new ProGuide Bifocal is part of the Rapala Vision Gear range. The fully uva/b blocked, shatter-proof polycarbonate lenses feature three option built-in magniﬁers – +1.5, +2.0 and +2.5 – in two different lens and frame colour combinations. Choose between the matt metallic gun frame with grey lens or the shiny tortoise frame with brown lens. What the makers say: “These polarised bifocal sunglasses will make knot-tying and sounder reading easier than ever before. Bifocals have corrective lenses containing regions with distinct optical powers. They are most commonly prescribed for people with presbyopia who also require a correction for myopia, hypermetropia and/or astygmatism, conditions typical in the 40-plus age group.” Business contacts Tel: +358 9 7562 5418 Email: henri.eppert@rapala.ﬁ Website: www.rapala.com

A colour change for better casting

Sébile’s ‘ultimate tail spinner’ for both fresh and saltwater

Patrick Sébile, renowned worldwide for his lure fishing exploits, describes the Spin Shad as “the ultimate tail spinner”. It combines the best of crankbait form with a weighted, fast and flashy lure. Typical of Sébile products, the detail is outstanding, with the heavy metal baitfish-shaped body linked to the unique Shad Blade via an inline swivel. It comes in ¾ and 1¼-ounce versions, in a wide range of colours. What the makers say: “The Shad Blade is a lure in itself, carefully shaped to turn at any retrieve speed from ultra slow to super fast. The forward treble is strategically positioned behind the widest part of the bait’s belly to benefit from protective deflection in and around cover. The lure can be used with or without a second treble hook that can be added to the blade’s split ring. The Spin Shad has proved its versatility in fresh and saltwater.” Business Contacts Tel: +1 325 437 8103 Website: www.sebile.com

Rio Products’ new DualTone™ is a unique colour change in the line that marks where it loads the angler’s rod. Following lengthy trials and positive feedback from field testers, Rio has decided to feature the load locator on all of its trout lines, including the popular Rio Grand and the new Trout LT and Indicator lines. What the makers say: “The design of every fly line taper, its most likely application and each line size are all carefully taken into account, and the location of the colour change is unique to each individual fly line. DualTone makes it easy to see the pickup point, how much line to hold in the air and when to make the final cast.”

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

5 A versatile rod range from Hardy Hardy believes its Uniqua rod range will encourage more anglers into the brand than ever before. The single-handed rods are of four-piece construction with an all-aluminium, anodised, uplocking reel seat and reel location marker. The Fuji striper guides are combined with hard chrome snake intermediates on easy-loading, sharp recovery blanks. What the makers say: “Pick up the perfectly balanced brook rods and you can instantly imagine yourself placing that perfect cast on the smallest of streams. Or select a 10 #8 from the rack and you could be battling with a 20lb sea trout on a windswept Argentinian river. This is a must stock item with great margins.” Business contacts Tel: +44 1665 511246 Fax +44 1665 602389 Website: www.hardyﬁshing.com

Angling International March 2010

Rods and line with pedigree The new Barbetta match rod and line range from Carson are named after Giampiero Barbetta, winner of six world match championships with Italy and one as coach of the Italian women’s team. What the makers say: “The three-section Hevia match rod is made from high modulus carbon ﬁbre and ﬁtted with S-Sic guides and natural cork handle. Weighing only 210g, it has an excellent tip action and is available in 4.2m and 4.5m (casting weights 5g to 20g). The Barbetta Maxx match line is a black, low stretch line ideal for fast, effective striking at distance.”

Business contacts Tel: +39 011 4501 668 Email: info@carson.it Website: www.carson.it

Hi-vis braid from Strike Pro Strike Wire Red Strike is the latest product from Strike Pro/CWC, the leading predator tackle company. The fast growing Scandinavian line brand is making Red Strike available in diameters of 0.13, 0.15, 0.19 and 0.23 and in breaking strains of 9kg, 11kg, 14kg and 16kg respectively. What the makers say: “Strike Wire Red Strike is a new tight weave hi-vis super braid. The ultimate in manageability and in extreme presentation, it is perfect for trout ﬁshing, vertical jigging and coarse ﬁshing.” Business contacts Tel: +46 87 61 0600 Email: lc@cwcab.com Website: www.strikewire.eu

Tough new reels from Vega

Vega’s new B series, which includes the BL, BM, BS and BZ models, is built to be tough as well as incorporating enough technical features to cover different disciplines from carp fishing to spinning and from surfcasting to float fishing. What the makers say: “These new reels are the smartest choice when demands and expectations are high. They combine top quality design and materials to achieve high resistance to light weight.” Business contacts Tel: +35 12 19 617455/6 Fax: +35 12 19 617457 Email: paulo.soares@mundinautica.com Website: www.vega.com.pt

A new bait range to catch grass carp from Carp Zoom

Recognised the increasing popularity of grass carp ﬁshing in Europe, Carp Zoom has introduced its Amur range to meet the growing demand for specialist baits. Amur is available in corn, pearl corn, pellets, groundbait, pop-ups and boilies. All baits are appropriately presented in green packaging. What the makers say: “We have created a wide range to suit all anglers’ needs. On the recommendation of our ﬁeld testers we have added spirulina algae into the mix and this has made them much more effective, attracting grass carp in a very short time.” Business contacts: Tel: +36 34 312496 or 337142 Fax: +36 34 510496 Email: contact@carpzoom.com Website: www.carpzoom.com; www.carpzoom.eu

PEOPLE Words of wisdom in this month’s issue... “We believe that the time is right for a new category in the tackle industry. We are conﬁdent that Reel Care products will establish Ardent as a brand on the European side of the Atlantic.” Ardent President Michael J Brooks with another example of how companies that innovate are ﬁnding success amidst the economic gloom. p32

“We aim to inspire newcomers to get active and develop leadership qualities to ultimately protect the legacy of the sport and future of our waterways.” The scout and cub movements in the US are the latest target for the RBFF’s visionary recruitment campaign, explains President and CEO Frank Peterson. p15

“It is a good time to see a large number of our customers and present our new products ‘in the ﬂesh’ – nothing can replace the feeling of our lures in customers’ hands.” Sandrine Weisse, Export Manager for Delalande Pêche, highlights just one good reason for exhibiting at EFTTEX. p46

“Carp ﬁshing seems to be recession-proof, probably because it’s predominantly a young man’s sport. There are so many youngsters taking up carping, guys with few responsibilities, so they have a lot of disposable income.” Mick Paine, organiser of the Zwolle carp show, highlights one of a number of reasons why carp is still a booming sector of the sport. p26

“Like so many other industries, ours is becoming more and more of a global market, both in manufacturing and sales, so we recognise our show needs to focus on providing value for international exhibitors and attendees.” ASA President and CEO Mike Nussman on ICAST’s aspirations to increase its attraction to businesses all around the world. p24 “This year’s show has only just finished but we’re already looking ahead at improving.” Clement Posada, organiser of France’s Carrefour National Pêche et Loisirs, confirms that standing still is not an option. p27 “It is part of a strategic decision to concentrate on hook manufacture. Nordic has the set-up, the capacity and market coverage to move the brands further forward.” Mustad’s Vice President Portfolio Management and Marketing Ole Bjerke on the importance of businesses focusing on what they are best at. p12 “The advantage for both parties is that we can share knowledge and market intelligence across Europe.” Okuma’s European Manager Magnus Gunnarsson on the benefits of a closer partnership with Svendsen Sport. p16 54

Angling International February 2010

“We may appear to be small fish in a fierce market place, but we understand that market and keep our fingers on the pulse by remaining active anglers.’’ Innovative Lures co-founder Lars Søgaard explains why size isn’t everything. p34 “I just consider myself an angler who faces the same problems as every other angler, so as a designer I work to bring solutions that work for myself and my customers. My involvement is linked to the benefits I will get while fishing myself!” Patrick Sébile talks about the simple strategy that has made Sébile one of the most revered lure brands in the world. p38 “When people think of fast, red sports cars, they think of Ferrari, when anglers think about engineered fly reels, we want them to think of Vosseler.” Ralf Vosseler on his brand plans. p40 “Goodwill is not enough. If we are to protect your interests, we need resources, and for that we need finance.” EFTTA CEO Jean-Claude Bel appeals to non-members. p44

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2010 CATALOGUE Available soon from your G.Loomis Pro Shop

For G.Loomis Pro Shop addresses please visit www.gloomis.com or contact your G.Loomis distributor: Austria Thalinger Lange GmbH

Poland Normark Polska Sp. z.o.o.

Balkan area Eurohold Trading LTD

Portugal Normark Portugal

Benelux Shimano Europe Fishing Holding BV

Russia Normark Russia

Czech Normark Czech

South Africa Rapala VMC South Africa

Denmark Normark Denmark A/S

Spain Normark Spain, S.A.

Finland Normark Suomi OY

Sweden Normark Scandinavia AB

France Rapala France SAS

Switzerland Rapala-Fishco AG

Germany Shimano Germany Fishing GmbH

UK Shimano UK LTD.

Italy Shimano Italy Fishing S.r.l.

Ukraine Normark Ukraine

Norway + Iceland Elbe Normark AS