Angling International Magazine - May 2010 - 28 by Brave Creative

EFTTEX NEWS EXCLUSIVES May 2010 Issue 28

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

Lake/Coast Exclusive

MAY 2010

Welcome, Bienvenue, Bienvenida Willkommen, Benvenuto... Are things really getting better out there in the industry – or is it just a case of some companies not prepared to admit they are having a tough time? It’s hard to tell. The truth is that a number of businesses genuinely do seem to be having a better time – there’s certainly no shortage of them reporting improving results in this issue, with more than one claiming to have had their best year ever. Others I have spoken to are honest enough to admit that times remain difﬁcult and they are preparing for another arduous year.

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.

Sifting through the intelligence available, it seems to me that shoots of recovery are definitely evident in a lot of places, a view supported by the fact that many of the recent shows in Europe and beyond have reported increased visitor numbers, with exhibitors telling me of good trading levels and new distribution deals. And despite the ongoing debate about Valencia as a venue for EFTTEX, the fact is that sold space is ahead of last year’s very successful show in Budapest and still selling at the time of writing. It promises to be a great showinabeautifulcityinlovelyweather. Is there a link between those companies reporting good figures and the fact they are present at the key industry shows? Almost certainly. So if you haven’t already confirmed your place in the Feria Valencia then don’t delay. And once you’ve done that, don’t miss the opportunity to speak to us here at Angling International – the show’s official media

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.

partner – about the special advertising and editorial opportunities available to EFTTEX exhibitors. If you are looking for further endorsement, read these comments by top tackle brands.

“VMC has big plans for EFTTEX 2010 so it’s essential we are part of the Angling International show issue.” “To guarantee a successful show Strike Pro Europe will be advertising in Angling International.” “We expect huge interest in Valencia after advertising in Angling International.” We await your call...

Mel Bagnall mel@angling-international.com

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: Keith Bevans, Kelly Brockpahler, Bruno Broughton, Angela Coe, Tony Conte, Graham Goor, Justin Harter, Richard Lee, Tom Legge, Steve Partner, Simon Penson, Linda Saunders, Sally Steel, Steve Stones, Steve Tempini, Daniel Tillack, Jenny Travis, Paul Tunnicliffe, Sea Wheatley, Morten Vihlmann. 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.

May 2010 Angling International

Diesen monat, Ce mois, This month, Questo mese... Europas Hersteller wittern eine wirtschaftliche Erholung. Italiens Plastica Panaro (Seite 28), Strike Pro Europe aus Schweden (Seite 44) und der französische Schurhersteller Parallelium (Seite 61) sind nur wenige Erzeuger, die durchweg Positives zu berichten haben. Auch in diesem Heft erklärt der dänische Bekleidungs-Hersteller Geoff Anderson, dass er beim Angeln und Outdoorbereich neue Absatzmöglichkeiten sieht (Seite 52). Ebenso ist der ungarische Köderhersteller Maros Mix bereit zu expandieren (Seite 30). Auch Amiaud die Firma hinter der Meeresangeln Marke Seanox ist zuversichtlich (Seite 57). Was diese Firmen verbindet, ist Ihre Glaube an EFTTEX. Sie werden auf der Juni EFTTEX in Valencia vertreten sein. Die Hintergründe der Firmen sind unterschiedlich und doch wissen alle, dass die beste Möglichkeit ihr eigenes Wachstum zu fördern die Partizipation an Europas größter Fachausstellung ist. Viel Spaß mit unserem Magazin!

Les fabricants Européens sentent clairement les signes d’une reprise. En Italie, Plastica Panaro (page 28), le Suédois Strike Pro Europe (page 44) et le fabricant de fils français Parralellium (page 61) sont juste quelques uns dans ce numéro qui font part d’une grande note d’optimisme. Ailleurs, le fabricant de vêtements Danois Geoff Anderson voit d’autres opportunités dans le marché du outdoor (page 52) alors que le fabricant d’appâts Hongrois Maros Mix prévoit une nette expansion (page 30). Amiaud, la société française derrière la marque Seanox, est également confiant (page 57). Ce qui lie tous ces optimismes est leur confiance en EFTTEX. Chacun exposera au salon de Valence en juin. Leurs histoires sont différentes mais un thème commun émerge: quelque soit le secteur de l’industrie auquel vous appartenez, la situation s’améliore doucement, et la meilleure manière d’accélérer les choses est d’être présent au plus grand salon professionnel d’Europe. Bonne lecture!

Angling International May 2010

Europe’s manufacturers are sensing recovery is on its way. Italy’s Plastica Panaro (page 28), Strike Pro Europe from Sweden (page 44) and French line makers Parallelium (page 61) are just a few of the businesses in this issue sounding a greater note of optimism. Elsewhere, Danish clothing manufacturer Geoff Anderson is sensing new opportunities in fishing and the outdoors markets (page 52) while Hungarian bait makers Maros Mix are also targeting expansion (page 30). Amiaud, the company behind the sea fishing brand Seanox, is sounding confident too (page 57). What connects all these businesses is their faith in EFTTEX. Each one will be exhibiting at the show in Valencia in June. Their stories are different, but a theme is emerging. No matter what sector of the industry you belong to, things are slowly improving and the best way to accelerate any growth is to exhibit at Europe’s number one trade show. Enjoy the magazine!

In Europa le aziende produttrici avvertono segni di ripresa: in Italia Plastica Panaro (pagina 28), in Svezia Strike Pro Europe (pagina 44) e in Francia la produttrice di lenze Parallelium (pagina 61), tanto per citare alcune delle realtà che hanno espresso grande ottimismo. Altrove Geoff Anderson, produttrice di abbigliamento danese sta fiutando nuove opportunità nel campo della pesca e sui mercati esteri (pagina 52), mentre i produttori di esche ungheresi Maros Mix stanno puntando all’espansione (pagina 30). Si mostra fiduciosa anche Amiaud, l’azienda dietro al marchio di pesca marittima Seanox (pagina 57). Cosa accomuna tutte queste aziende?... La fiducia in EFTTEX, quest’anno a giugno con sede a Valencia, dove ognuna sarà espositrice. Hanno storie diverse ma sono tutte mosse dallo stesso spirito: poco importa il settore in cui si opera! Si hanno prove di ripresa e miglioramento e il miglior modo per accelerare una crescita è di esporre all’evento espositivo N.1 in Europa. Vi auguriamo una buona lettura.

COMMUNIQUÉ NORDIC OUTDOOR AND BIOS FORM NEW HOLDING COMPANY I N S I G H T • A N A LY S I S • T R A D E N E W S

After a year of negotiations, Norway’s Nordic Outdoors and Bios AB of Sweden have struck a deal to create a huge new distributor in Scandinavia. “It’s a louder voice for this part of the world,” they say.

wedish company Bios AB and Norwegian distributor Nordic Outdoor/Solvkroken have joined Tom Rune Gjetmundsen, forces in a bid to become Nordic’s MD. Scandinavia’s best distributor of sportﬁshing equipment. Bios, a leading distributor which also markets own brand products, and Nordic, the leading distributor in Norway, have formed a holding company after negotiations going back almost a year. Customers will notice few changes in distribution and sales activities for the remainder of 2010, but from 2011 each company will Per Westerlund, President look after its home market. of Bios: “This is an exciting “This collaboration creates a stronger unit development.” that can speak with a louder voice in this part

of the world,” said Bios President Per Westerlund. “Combined knowledge of marketing and distribution will create a bigger presence for both companies in each other’s territories. “There is little conﬂict of products and brands and by joining forces we become stronger in each market. It is a fresh and exciting development that we believe will add value for our customers and generate increased turnover for both parties.” The announcement comes less than three months after Nordic/Solvkroken purchased the Mustad Norge Distribution business from Norwegian hook giant O.Mustad and Son. That acquisition was believed to have made Nordic the largest ﬁshing tackle distributor in Norway and the new agreement with Bios

further strengthens its position in the Scandinavian markets. “This co-operation will mean more products, better brands and a wider range for our customers in each of the markets,” said Nordic’s Managing Director Tom Rune Gjetmundsen. “They will be able to order more of what they need from the same place because we will carry a wider brand portfolio. We have become more attractive both to our customers and to other brand suppliers. The reaction so far has been only positive. “We will be working very closely with Bios and will keep all our customers updated with guidance and information as things develop.” For information contact pw@bios.se and tom.rune@nordic-outdoor.no.

Change of date planned for Italy’s Bologne Show

FIPO President Ciro Esposito: his association surveyed exhibitors at the show.

The Bologne Show, one of Europe’s premier ﬁshing exhibitions, is likely to be moved from its traditional February dates in 2011. Despite the resounding success of the recent 2010 show, which attracted well over 50,000 visitors – more than doubling the attendance of the previous year – exhibitors have voted to change the timing. The show is organised on behalf of the Italian Federation of Sportﬁshing Equipment Manufacturers and Professionals (FIPO), which during this year’s event polled exhibitors and members with three questions: Should the show be run in February again next year? Should it take place every year or every two years? Should it stay in Bologne or move to another venue? FIPO President Ciro Esposito told Angling 8

Angling International May 2010

International that while the response was in favour of the show remaining in Bologne every year, there was a strong desire to change the month in which it is held. ‘There was a 90% response rate to the questionnaire, so the results are very significant,” he said. “It is likely we will do another detailed inquiry to get a better idea of the preferred timing.” For the first time, this year’s show was run alongside Divex, Italy’s main diving event, with a single ticket providing access to both shows. The move was judged to be a success and FIPO is keen that any change of date has the blessing of DiVex. “Exhibitors were excited and the overall image of the show benefited from the synergies between the two markets,” added

Esposito. “We will deﬁnitely work with DiVex again next year. Arrangements have already been made with the Bolognaﬁera Showground exhibition centre.” Although a new date has yet to be announced, Angling International understands that later in the year – possibly October – is strongly favoured.

Full Match Zoom range unveiled Match fishing’s newest brand has this month thrown the covers off its finished product range for 2010 ahead of a major push into Europe. Match Zoom is the new competition fishing range from Hungary-based bait specialists Carp Zoom and the company has big plans for the brand. The initial range, which is made up of groundbait products Big Bream, Bream Lake, Super River, Big Roach, More Fish, Surprise and Winter Fish, is the brainchild of renowned German angler Stefan Posselt. Carp Zoom Senior Managing Director Salim Fadil explained the thinking behind the launch: “Carp Zoom is now well established as a premium bait brand and the natural move was into the match arena. “We have been working hard with field testers across Europe and as a result we have

created an initial line-up of baits that we feel will create a nice niche,” he added. The strategy is to turn Match Zoom into a ‘high quality, affordable price point’ brand and the seven groundbaits are to be just the start of what Carp Zoom hopes will be a continually growing product line. “This is only the start,” explained Fadil. “We will be working with Stefan on a number of new products and even accessories for the new season, so watch this space.” You can ﬁnd our more about Match Zoom by visiting Carp Zoom at its booth number G23 at EFTTEX in Valencia.

CANADIAN REACTION TO ITS LURES DELIGHTS RUSSIA’S RB COMPANY Building on its success in Europe, Russian company RB travelled to the Spring Fishing and Boat Show in Canada to introduce its Devon lures to wholesale companies and consumers – and enjoyed “a great show”. “Everything about the show was good. Organiser Andrew Pallotta does a great job. But most impressive was the Canadians’ attitude to our company and our lures,” said RB’s Export Manager Svetlana Fedosova. “Hearing people talk about our lures as something new and worth seeing and trying conﬁrms that our decision to come to Canada was the right one. “We left feeling that we would like to come back for the next show and make Canadian anglers happy with our new lures. We have also thought of the idea of remaking some of the old and legendary Canadian lures!”

Andrew Pallotta with RB’s Svetlana Fedosova and Ann Dorofeeva.

Simms decides against attending new ﬂy show

New Show Director Randi Swisher.

Simms Fishing Products, the American fly fishing clothing brand and long-time supporter of Denver’s Fly Fishing Retailer Show, has decided not to attend the new International Fly Tackle Dealer show in September this year. Despite plans by the American Fly Fishing Trade Association to attract more dealers to its first show, revealed by new Show Director Randi Swisher in last month’s Angling International, Simms is anticipating a further fall in attendance and also believes the show is held too late in the year.

ALSO THIS MONTH Hardy & Greys has recruited Ed Betteridge to its Greys Carp Academy where he will be involved in testing and giving feedback on new products. “We’re delighted to have secured someone of Ed’s experience and calibre,” said Marketing Manager Gavin Burn. “He brings an extra dimension.” Preston Innovations has signed a four-year, £50,000 sponsorship agreement with the Angling Trust for a new UK coarse fishing match. The Preston Innovations World Club Classic is for teams finishing in the top ten of the Division One National Championships. Ten teams of six will compete on the 25th and 26th of September 2010 for the chance to represent England in the World Club Championships in Serbia in 2011. The winning team will receive £7,000 and the winning individual £1,000. The Washington Fish and Wildlife Commission (WFWC) decided not to adopt a ban on the use of small lead fishing tackle at 13 lakes in Washington State when it met in February. The commission agreed to schedule additional public input during the next few months before acting on any proposed changes. The American Sportfishing Association (ASA) had previously submitted written comment and spoken at the December WFWC meeting in opposition to the ban. Frank Moore has joined famous names Izaak Walton, Theodore Roosevelt and Ernest Hemingway by being inducted into America’s Freshwater Fishing Hall of Fame. Moore, 87, has lived and guided on the North Umpqua River since returning from military service in 1946 and was named Conservationist of the Year in 2003 by the International Federation of Fly Fishers. G.Loomis rod designer Steve Rajeff, who has known Moore for almost 50 years, said: “Frank has introduced many people to the sport of fly fishing, offering skillful casting instruction.”

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

Plano tops US survey

lano has further consolidated its position as America’s favourite tackle box brand, according to a new nationwide survey. An impressive 55.8% of all anglers asked to nominate their preferred product in the tackle box category chose Plano. Plano, which improved its share of the vote by 11% on the previous year, was among some familiar names in the top performers in the survey, conducted each year by AnglerSurvey.com. Pure Fishing again topped three categories with Shakespeare winning top rod and top rod and reel combo and Berkley emerging as most popular fishing line. Rapala once more secured the biggest percentage support in both the hard bait and fishing knife categories. Shimano strengthened its hold on the top reel category and Scientific Anglers did the same in the top fly line category. But the biggest percentage of nominations received by any category winner went to White River which commanded 60.5% of all fly tying material purchases. The findings are compiled from 34,185 internetbased surveys completed by anglers, almost 12,000 up on the response in 2008. Further interesting information to emerge from the survey was that 48% of all fishing tackle purchases involve terminal tackle (hooks, sinkers, swivels etc). Largemouth bass remain the number one targeted

The findings are contained in a 135-page report that also details consumer purchasing behaviour, where products are bought, how much customers spend, days spent on the water and demographics of freshwater and saltwater anglers broken down by each product category. AnglerSurvey.com reports are available for specific product categories including rods, reels, line, lures, tackle, electronics, apparel, fly-fishing, ice fishing gear and more. To buy a subscription or for more information contact Donna Leonard by emailing Donna@southwickassociates.com.

MOST POPULAR US BRANDS 2009 (2008 percentage where available in brackets)

Rod: Shakespeare Ugly Stik 16.4% of all purchases (14.3%) Reel: Shimano 23.0% (21.9%) Rod and reel combo: Shakespeare 25.7% (24.9%) Line: Pure Fishing’s Berkley line (Trilene, Fireline, Big Game, Vanish) 42.6% (35.8%) Hard bait: Rapala 30.6% (21.7%) Soft bait: Zoom 16.8% (17.9%) Spinner bait: Strike King 16.6% (22.4%) Hook: Eagle Claw 34.5% Sinker: Bullet Weight 19.0% (18.2%) Fly rod: Sage 16.7% (10.8%) Fly reel: Orvis 11.1% Fly combo: St. Croix 18.0% Fly line: Scientific Anglers 28.8% (23.4%) Fly brand: Orvis and Cabelas tied 11.0% each Fly leader: Rio 28.4% Fly tying material: White River 60.5% Fish finder or sonar: Humminbird 42.9% Tackle box: Plano 55.8% (44.9%) Landing net: Frabill 20.2% Fishing knife: Rapala 22.6% (33.3%) freshwater species (as opposed to number of fish caught), with nearly 60% of fishing activity centering on this popular quarry. The response from saltwater anglers was more varied, with 25% of trips targeting any fish that bites, followed by striped bass (23%), flounder (21%), red drum (20%) and sea trout (20%). 10

Angling International May 2010

Other popular brands in the nationwide survey included Rapala for its hard baits and Scientiﬁc Anglers for its ﬂy lines.

MarukyuentersUK Marukyu, one of the world’s largest bait companies, was poised to launch its initial product range on to the UK market at the end of March. Angling International understands that the giant Japanese company will be launching 37 new bait and feed products, all previously ﬁeld tested on British ﬁsheries. Exotically named ingredients such as Tanishi, Nori and Sanagi will soon be added to the choice available to anglers, with the range including groundbaits, pellets, pastes, boilies and additives. Prices reportedly range from £3.99 to a not inexpensive £9.99 for some of the appropriately named ‘super baits’. Marukyu has been producing bait for 43 years and is a well-known carp brand in Asia, selling more than 600 baits in Japan, where it has a 70% share of the bait market. The company employs a full-time team of aquaculture technicians dedicated to researching and developing new baits.

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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

CHINA FISH SPECIAL REPORT

Louis Tchertoff warns Chinese on costs

ormer EFTTA President Louis Tchertoff has warned that there is plenty more to be done by China’s manufacturers to reach the current demands of importers and to avoid losing business to other countries. Speaking at the Former EFTTA President 20th anniversary of the China Louis Tchertoff spoke Fish show, Tchertoff said that frankly at China Fish. the ability of Chinese factories to obtain sufﬁcient labour with the right skills will determine the role China plays as a future source for the trade. “Chinese manufacturers had better rapidly resolve their labour shortage problems while maintaining productivity through technical improvement and capital investment,” he told a huge gathering of the industry at the China Fish dinner and product awards evening. “If they don’t achieve this in the near future, they are at risk of seeing their main clients shift to new and cheaper sources in neighbouring developing countries.” Tchertoff, who manages his own sourcing and product development company Nomad based in Hong Kong, pointed to a number of trend indicators, including international brands who had cut down on their production workforce in China to better adapt to the ﬂuctuation of demand and the fact that some world-leading brands had built large, modern units in other countries in south-east Asia. “National manufacturers should therefore be

Angling International May 2010

careful not to become overly satisfied with current success, especially in the domestic market, as tomorrow may bring many new challenges to China as a fishing tackle manufacturing resource,” he told his worldwide audience of exhibitors and visitors. Tchertoff observed that China Fish was celebrating 20 years of successful expansion at a time when the global industry was confronting the worst crisis of recent times. Instead of reaping the benefits of its emerging domestic market, Chinese manufacturers were now facing a prolonged and deep worldwide recession that was shaking their base and damaging their outlook for the future. “I have always believed that one point of growth in the European GDP created 10 points of growth for the fishing tackle market,” he said. “With a negative two per cent growth in Europe in 2009 it is not surprising that sales of fishing tackle fell in the order of 30% or more in some European countries, and is not showing any real signs of long-term recovery. “Cash flow is so hard to find that European buyers are running stocks at their lowest possible levels and requesting fast development, quick delivery, small quantities and competitive prices. “Chinese manufacturers can develop quite quickly but only if good volume is to follow. Their delivery performance is poor and prices are currently under strong inflationary pressures due to shortages of labour, commodity costs and domestic inflation.” Tchertoff was one of a number of leading industry figures to deliver key messages at the show’s anniversary dinner. EFTTA CEO Jean-Claude Bel, who has worked with China Fish to develop a closer alliance with EFTTEX, drew attention to the continuing problem of copying, urging the Chinese industry to focus on true innovation. He told the audience in Beijing: “Imagination and creativity should be the road to follow, instead of reproducing other peoples’ ideas. Counterfeiting is still a big problem that is endangering the global economy and the Chinese factories too. “European governments will become

more and more active in reducing the impact by disputing with importers of copied products in their own countries, as well as manufacturers wherever they are in the world.” Jean-Claude Bel explained that EFTTA will be active in limiting the effects of counEFTTA CEO Jean-Claude terfeiting and those compaBel also addressed the nies who still produce copies international audience in Beijing. would be “blacklisted” and would lose their credibility and customers. As a result of closer collaboration between the Chinese and European representatives of the industry some actions would be visible very quickly. He added: “EFTTA would like to thank China Fish and the Chinese government who have ﬁrmly decided to Dieter Willenbruch of Fisherman’s Partner in oppose this practice. They Germany paid tribute to are aware that this unfair China Fish. competition is not only turned towards the export countries but will soon also have consequences in the Chinese domestic market and manufacturing network as well.” Dieter Willenbruch, Marketing Director of Germany-based retail franchise company Fisherman’s Partner, has attended every China Fish. He paid tribute to the show and acknowledged the role it has played in the evolution of the industry and in particular in the diminishing role of the wholesaler. “We are now undergoing another change in Europe, with the wholesaler’s epoch coming to an end. The traditional wholesalers will be followed by strong European brands or strong brands with global distribution and the future will see a powerful growth of European retailers. “Not the little shops, but big ones – and this will happen in both east and west Europe, similar to what has happened in the USA. We will see powerful retailers replacing the wholesalers. “This change in power is to a great part also the consequence of China Fish, which is a showcase to retailers as well as wholesalers.”

TCHERTOFF’S 20 YEARS IN ANGLING During more than 20 years’ international experience in the ﬁshing tackle industry, Louis Tchertoff has managed the Rapala-Normark-Ragot group of companies, was Marketing Director for Daiwa France and developed the Propesca Group in Portugal, launching the Hiro brand into Europe. He founded the Associacao da Pesca Desportiva in Portugal and was President of EFTTA from 1999 to 2004.

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

Omoto gains strength in US Left: The Severo reel, one of the Omoto products proving popular in the US.

Taiwanese reel company Omoto has appointed the Stingray Tackle Company to market its own brand products in the United States. Omoto America President Omoto America Ray Lorenzo: “Our reels became effecare the next big thing.” tive March 1st and is in the process of establishing distribution and retail representation in North America and Canada. Omoto has been in the OEM/private label marketplace for more than thirty years and manufactures reels for many industry brands. More recently it has entered the international market under its own label and has now consolidated its efforts in the US by working with Stingray Tackle. “We have been a customer of Omoto for some time and are delighted

to strengthen our working relationship,” said Ray Lorenzo, President of Stingray Tackle and Omoto America. “We think Omoto reels are the next big thing. “Omoto’s manufacturing practices are up there with any company in the industry. They have proven reel technology and their quality control is excellent. “But in addition Omoto is able to offer a signiﬁcant price advantage by trimming the way we get the product to the end user. It streamlines the market model without compromising on quality. Omoto reels are between 20% and 30% lower in price than similar reels, while we can deliver average margins of 30% at MSRP.” Distributors, manufacturers’ representatives and direct resellers wanting further information can email sales@omotoamerica.com or visit www.omotoamerica.com. Omoto will also be at booth 420 at ICAST in Las Vegas between July 14th and 16th.

Carson targets Europe’s lure fishing market at EFTTEX Italian manufacturer Carson has said it will use EFTTEX in June to showcase its latest offerings in the burgeoning European lure fishing market. The Turin-based company will be bringing a wide range of products to the Feria Valencia exhibition centre, including rods, reels, clothing, luggage and terminal fishing equipment, but believes its new offerings in the predator and carp market will prove particularly popular with show visitors. “As far as the new products we will be bringing to Valencia are concerned, these will focus mainly on the spinning and jigging markets, because these areas are proving very popular right across Europe – it’s definitely a growth area and we will have a huge range of spinners on display in Valencia,” said owner Marco Fortini.

UK’s Go Fishing set to return

The UK’s Go Fishing Show returns to Staffordshire in England this July following last year’s successful outdoor debut. Organisers have been working behind the scenes to make the 2010 event bigger and better, offering something for every type of angler. Running over the weekend of July 17 and 18 at Cudmore Fisheries’ sprawling multi-lake site, Go Fishing will feature the biggest names in UK angling including Steve Ringer, Matt Hayes and John Wilson, offering expert advice, practical demonstrations and ﬁshing tales from their adventures around the world. 14

Angling International May 2010

“We’ll also be revealing new carp ﬁshing products – that’s another buoyant part of the market, plus a range of new lines,” added Fortini, who will use the three-day show to discuss plans for the year ahead with all of his European agents. “EFTTEX is a great opportunity to talk with our distributors about Carson’s plans for next season. It’s been a tough year for many companies. The recession is still in the air, so we’ve all got to work hard to get through it.” Fortini believes the setting for this year’s show can only serve to bolster numbers through the door. “Valencia is a beautiful city so I think that a lot of people will take the opportunity to come to the show and bring the whole family for a short holiday. It’s a great choice of venue.”

Major manufacturers will also be on site showcasing their full range of tackle and bait with Preston Innovations and Shimano already conﬁrmed. Alongside the show will be the £25,000 winner-takes-all Fish O’Mania ﬁnal on the Saturday and a special Champion of Champions event on the Sunday seeing the previous 16 winners do battle, all in front of live TV cameras. “Last year’s show was extremely popular but there were areas to be improved and we’ve listened to the public and made the changes,” said show spokesman Tony Grigorjevs. “We’ve got plenty of new things to showcase including the World Champs Alley with Alan Scotthorne and Tommy Pickering as well as the Carp Zone and Matt & Mick’s Rod Race featuring TV duo Matt Hayes and Mick Brown.”

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

Pure Fishing calls for better line regulation

he world’s biggest manufacturer of fishing tackle has repeated the call for tighter regulations governing the labelling of fishing lines. Pure Fishing, which sells a huge range of lines to worldwide markets, believes that Jan Van De Bovenkamp: only by outlawing inaccurate “We are in a ridiculous claims will the industry give situation.” the angler a fair deal. “Fishermen have a right to know what they are buying,” said Pure Fishing’s Senior Product Manager Jan Van De Bovenkamp. “Companies like Pure Fishing are penalised for telling the truth about their products. False marketing statements are selling a lot of line, but not the best line. We are in a ridiculous situation where honest, accurate labelling makes it harder to sell your product.” Pure Fishing supports EFTTA’s attempts to improve line testing standards, which it believes can only provide clarity for the consumer. And its call for more honesty on fishing line packaging is shared by other prestigious players in the sector such as Shimano (see Angling International April issue). The massive company also echoes the sentiments of EFTTA CEO Jean-Claude Bel, who last year pro-

posed replacing the current line testing programme with a new charter committing manufacturers to meet industry standards within 18 months. In return EFTTA would promote those companies in the consumer press throughout Europe. EFTTA would make random checks to police the line scheme and would lobby the European Union to validate it as the legal official standard for fishing lines. “High breaking strengths for ultra-thin lines can be achieved but not with many of the products I have seen on the market,” added Van De Bovenkamp. “The only strong thing about them is their ridiculous label data. And it’s not just the strength and diameter information that is misleading. Most of the so-called fluorocarbons on the market are not fluorocarbon but a mix of compounds “Pure Fishing is already big in the lines sector, but it will grow its market share still further when everyone begins to tells the truth.” EFTTA has proposed changes to its line testing programme.

“Honest companies are being penalised for telling the truth about their lines”

Promotional boost for Hi-Seas Bass Elite series anglers Cliff Pace and Jeff Connella will be spreading the word about their favourite ﬁshing lines when they take to the water in 2010 in boats sponsored by line manufacturer Hi-Seas. The Hi-Seas logo and products will be featured in both anglers’ boat wraps during this year’s series. The Skeeter FX boat ﬁrst used by Pace in February’s

Bassmaster Classic incorporates his signature $100 bill backdrop blending with flames and a tribal design. “All the problems I had in the past with fluorocarbon have been put to rest by Hi-Seas. Their 100% Fluorocarbon and new Quattro Fluorocarbon are by far the best lines that have touched my reels,” enthused Pace. Connella’s Triton 20XS HP craft features the same urban camouflage pattern that appears on the packaging of the new Hi-Seas Quattro 100% Fluorocarbon. “It’s the best innovation in fluorocarbon lines since their inception,” he said. “Improved visibility, increased limpness and superior abrasion resistance and breaking strength give any angler the edge they need.” The new wrap on Both Pace and Connella have been part Cliff Pace’s boat. of the Hi-Seas pro team for three years.

Only at ICAST can you see the latest innovations in sportfishing gear AND expand your global business network Register now at ICASTfishing.org

Produced by the American Sportfishing Association

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Early success in Portugal for Ardent

he growth of reel sales in Portugal is opening up a new market for Ardent, the US manufacturer of Reel Care products. Ardent is partnered in the Iberian territory by Anaquatico, which has been quick to see the potential of the concept and has wasted no time in marketing the Ardent President Michael beneďŹ ts to its customers. J. Brooks: â&#x20AC;&#x153;Our products â&#x20AC;&#x153;It was not usual in Portugal to are applicable to any reel and any country.â&#x20AC;? have any reel care and attention â&#x20AC;&#x201C; at least not until now,â&#x20AC;? said Anaquatico owner Ana Bile. â&#x20AC;&#x153;With strong sales of top-of-the-range reels from many brands in the last few years anglers now look at reel care in a different light and have come to recognise the beneďŹ ts of regular maintenance.â&#x20AC;? Ardentâ&#x20AC;&#x2122;s proactive distribution partner has developed targeted publicity and marketing campaigns, including

strong coverage on its website (www.anaquatico.com), features in consumer magazines, â&#x20AC;&#x2DC;how toâ&#x20AC;&#x2122; brochures translated into Portuguese and posters explaining how to use each product. â&#x20AC;&#x153;The whole process requires an investment in promotional activity from the shop owners and distributors,â&#x20AC;? adds Ana Bile. â&#x20AC;&#x153;We are conďŹ dent the Ardent brand will grow to be one of our best selling products. Itâ&#x20AC;&#x2122;s an excellent addition to our range.â&#x20AC;? Ardent distributors in France and Romania are also reporting good sales and the company is expecting that its presence as an exhibitor at EFTTEX in June will further increase demand in Europe. â&#x20AC;&#x153;These products are applicable to any make of reel and any country,â&#x20AC;? said Ardent President Michael J. Brooks. For further information contact Michael J Brooks mjbrooks@ardentoutdoors.com +1 314 878 7722 Ext. 201 for the US, or info@charismaticmarketing.com +44 1684 296695 for Europe.

APPOINTMENTS STRENGTHEN SIMMS TEAM Simms has further expanded its product development team with the appointment of Christy Evans as Senior Merchandiser for Sportswear and Accessories. Evans was previously Senior Developer for Under Armourâ&#x20AC;&#x2122;s accessories division and has also worked for Columbia Sports-

wear, Mountain Hardwear and GrifďŹ n manufacturing. The appointment follows the recruitment of Rose Quinn as Sportswear and Accessories Product Developer in December. Quinnâ&#x20AC;&#x2122;s expertise in apparel construction, pattern making and sewing is comple-

mented by experience of domestic and international manufacturing and product commercialisation. Simms Global Director of Product Development Tobin Teichgraeber said Evans and Quinn were key to the company achieving its aggressive ďŹ ve-year goals.

NewadsboostUSrecruitmentdrive passing down the legacy to new generations and the importance of conservation. â&#x20AC;&#x153;These PSAs have a strong tie to our award-winning Take Me Fishing campaign,â&#x20AC;? said Frank Peterson, President and CEO of the Recreational Boating & Fishing Foundation, the organisation ga behind Anglersâ&#x20AC;&#x2122; Legacy. â&#x20AC;&#x153;These new creative elements will re resonate with those who love to ďŹ sh an and boat. We hope they will inspire mo more people to join the programme an and serve as a tool for our partners to he help grow participation.â&#x20AC;? More than 300 programme partners su such as state ďŹ sh and wildlife agencies, club clubs and organisations, outdoor retailers and manufacturers and sports media have contributed to the success of the Angl Anglersâ&#x20AC;&#x2122; Legacy scheme. To request a PSA, visit anglerslegacy.org or contact Jeff Sedor at +1 703 778 5158. L:7 in

L:10 in

Americaâ&#x20AC;&#x2122;s Anglersâ&#x20AC;&#x2122; Legacy programme has introduced new print public service announcements (PSAs) to support its efforts to grow participation. The move follows the news that the programme has now secured more than 200,000 â&#x20AC;&#x2DC;pledgesâ&#x20AC;&#x2122; from anglers to introduce a newcomer to the sport. Each pledge generates momentum in licence sales, ďŹ shing tackle and equipment sales, boating supplies and accessories. The recently-launched PSAs contain dynamic and relevant new images and messaging which reďŹ&#x201A;ect the programmeâ&#x20AC;&#x2122;s increased activity to mobilise avid boaters and anglers. The positive messages encourage anglers and boaters to â&#x20AC;&#x2DC;make a promise thatâ&#x20AC;&#x2122;s easy to keepâ&#x20AC;&#x2122; and take someone new ďŹ shing. The full page PSAs are available in three creative concepts, each with a different theme â&#x20AC;&#x201C; memories made with friends,

‘Fill rates’ the key for Boone Bait at EFTTEX

his year represents three remarkable landmarks for worldwide saltwater brand Boone Bait. The Florida business will be exhibiting at its 29th consecutive EFTTEX show and its Boone Bait owner Peter 58th consecutive ICASTFoley: “We ship orders show in the company’s faster than competitors.” 60th anniversary year. It’s a record that few, if any, companies could match, but for owner Peter Foley it will be business as usual as he continues to meet the high service standards for which Boone has established a considerable reputation. Boone Bait is renown for shipping on time, very high ﬁll rates, rapid turn of inventory and competitive pricing – and today exports to 65 countries. “We’re attending our 29th EFTTEX for all the same reasons as we attended our ﬁrst,” said Foley. “It is the best venue to meet our export customers and to get the message across to them that we ship from one warehouse

in Winter Park, Florida, and that we maintain fill rates of 98%-plus while maintaining very competitive pricing. “EFTTEX helps us promote the Boone brand and is a good environment to discuss with customers both large and small our ability to ship orders quickly, giving them the benefit of faster inventory turns than our competitors.” While always receptive to new business, the company is aware that one of its strongest selling points is its current customer base and encourages prospective customers to ask current customers about service levels. “As we celebrate our 60 years of service to the saltwater market we are very proud of our commitment to shipping on time with such high fill rates,” added Foley. For further information call +1 407 975 8775, email boonebait@earthlink.net or visit www.boonebait.com.

STEVE COLE LEAVES FOX FOR DYNAMITE BAITS Steve Cole is leaving Fox International to take up the newly created role of Marketing and Media Manager at Dynamite Baits, where he will play a key role in the UK company’s ﬁve-year global expansion plan. And improvements in the way Dynamite communicates with the trade is something he will be looking at immediately, he told Angling International. The former magazine editor, who was head of media and publicity at Fox for three years, said that his new company

had expanded to such a level that it had become vital to appoint someone to solely manage its UK and European marketing. “That includes everything from creating adverts and brochures, launching a new website and managing the creation of articles through to implementing new marketing and media strategies to help Dynamite grow even more. “I’ll look at everything the company currently does with the aim of raising the bar, as well as bringing in some of my own ideas to help take the company forward. I want to ensure that other comNew role: Steve Cole will join Dynamite Baits in May. panies, not just bait manufacturers, follow our lead. It’s really important for me and for Dynamite that we are number one in everything we do.” Cole begins his new role in early May and will be based in Nottingham. He will report to Dynamite’s Sales and Marketing Director, Peter Chandler, who said: “Steve’s experience and tackle trade knowledge will be needed in implementing the next stage of Dynamite Bait’s ﬁve-year global expansion plan.” Fox International is expected to move quickly in announcing a replacement for the departing Cole.

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

Cameron: “Fishing will be safe with me”

The favourite to be the UK’s next Prime Minister has spoken out in favour of angling in an interview with Angling Times, the UK’s leading angling publication. policies are genuinely promoting biodiversity. And we must not have policies that over-emphasise one species over another. If you bring back creatures that are at the top of the food pyramid, you create quite a lot of issues lower down that pyramid. So sensible conversations based on genuine science and biodiversity rather than a cuddliness test are required. Anglers often complain about paying for a rod licence. Would you ever considering scrapping what many believe is an unfair tax? (Turns to Richard Benyon MP, Shadow Minister for the Environment, Fisheries and Wildlife) Richard, where are we on rod licences? (Richard Benyon explains: It’s one of the few hypothecated taxes, in that the revenue is spent directly on those it’s taken from. What has happened in the past is the rest of the money that has gone into fishing is Grant in Aid and that’s been alarmingly sliced. It’s probably a discussion we can have with people like Martin Bowler…). What we can promise you is that we will have proper conversation and if it’s genuinely hypothecated and works, keep it, if it isn’t and it’s bureaucracy, scrap it. Anglers also believe the Environment Agency – the body that collects the rod licence money – does an inadequate job, largely because it has so many other responsibilities above and beyond looking after fishing. Do you have any plans for the Agency? It will be subject to our quango review. If quangos have a technical function, or if there is a reason they have to be Above: David Cameron flanked by Angling Times journalists Martin Bowler (left) and Steve Partner. separate from Government, then they should continue. But where they Cormorants and otters are both predators have started to imitate Government and have great currently causing havoc on many of the UK’s natural policy directorates and communication directorates, waterways. Can you promise anglers that you will that’s when they should either be scrapped or be review the current licensing procedure for folded back into the Government. Then they can get controlling these creatures? on with the core job that they have – namely protectWhat we would want to do is talk to the different ing Britain’s waterways. I know that people have a lot countryside organisations, whether it’s Natural of frustrations with the Environment Agency. They England or whoever else, and just make sure these How important do you perceive recreational angling to be in the United Kingdom? David Cameron: Incredibly important. There are four million people who, in one way or another, take part in fishing and it’s an incredibly widespread sport that a lot of people get an enormous amount of pleasure out of. Whether it is wellbeing, whether it is biodiversity, whether it is understanding nature, I’m a fan and a supporter. What can anglers in the United Kingdom expect from a Conservative Government if you are elected in May? To be listened to, that’s the first thing. If you look at my shadow team for the Department of the Environment, Food and Rural Affairs (DEFRA) you’ve got Richard Benyon, Jim Paice and Nick Herbert. These are all people who understand the countryside, who love the countryside, who understand country sports and want to support and promote them. You will have no problem being listened to, being heard and being understood.

Angling International May 2010

have a lot of different people to satisfy, that’s part of the problem. Pollution is one of the major causes of fish deaths every year in this country. Yet those who are guilty of doing it often end up receiving paltry fines. Can you assure anglers that those found to have committed environmental crimes will be fined accordingly? The fines are small. We are looking at that. We think there could be a case for stiffer fines because it has to be a deterrent. Under the current Government, fishing had its own ‘Angling Minister’ in Martin Salter MP. Will the Conservatives look to continue this trend? I think Martin Salter has done a good job speaking up for the industry. He’s obviously going and you’ll have plenty of people on our side like Charles Walker, Mike Penning and Richard (Benyon) who will do a good job. Within the DEFRA team you want to be absolutely clear that there is someone with the responsibility for fishing who is going to listen to all the different voices of fishing. But the idea of having someone on the back benches who has a special relationship with the sport, I certainly don’t rule that out. If we find the right person, it’s a good idea. Will you look to seek advice before making policy decisions when it comes to recreational angling? That’s where the Angling Trust comes in and where a listening Government comes in. Where there are things that need to be done, we will act – whether it is issues of licensing, issues of illegal fishing, problems about pollution – are the punishments tough enough for people who pollute? – the whole issue of access, what are we going to do as we reform the Common Fisheries Policy, how do we develop Marine Conservation Zones, what role do sea anglers play? We want to talk to everyone involved and make sure we have evidence-based policy. How can you assure anglers that the Conservative Party is the party for anglers? First of all, the leader of the party likes fishing and that is a good start. The main thing is that we will have a team in DEFRA who understand and support all country sports, including angling, which is the most popular. And I think in terms of the policies we are developing, which are pro-biodiversity, procountryside, pro-sport, I think you will have a very, very big listening ear to speak to. So, just to be clear, angling as a sport is safe under a Conservative Government? It’s not only safe, we want to actively promote it. We believe in sport, we believe in the outdoors, we believe in the countryside and we believe in biodiversity – all the things that fishing is a very important vehicle for. Fishing is a great sport. As much as anything else, it’s very good on the wellbeing agenda because this is how a lot of people get a lot of happiness.

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

THE TRADE’S VIEW

Why is

so important?

With July in Las Vegas fast approaching, we asked those attending ICAST why the show has such special resonance for them this year... r... Pat Wrob, President, River Edge Products

“We have exhibited at the ICAST show for over ten years now and our aim is always to pick up new export customers and make everyone aware of our new product lines for 2010. We will also showcase many of the new items that we Pat Wrob: “I want dealers to see our whole range.” plan to introduce in 2011. “The event itself continues to evolve and we are happy to see a growing trend of retailers at the show. I hope this trend continues as although a lot of our product is sold through distributors I think it is important for the dealer to be able to see our whole line

Angling International May 2010

and not just what their distributor is offering. “It has been a hard year for many companies but we are in a fortunate position at present having experienced 20% growth in 2010 and so our expectations are set very high for the forthcoming year.”

Linda Sheldon, Flying Fisherman

Linda Sheldon: “The market is turning around.”

“We see ICAST as being strategically very important this year as the market is turning around, and as it does, we want to be where the buyers are… and that’s at ICAST. Flying Fisherman products

are known for quality and value. That’s where we’re positioned in the market, and we’re ﬁnding that formula effective in this tight economic climate. We’re

World's Fishing Gear

Bill Boyce of Fetha Styx (right) at ICAST 2009. “We expect growth.”

optimistic about the 2010-11 seasons. “A lot of that optimism is driven by our new product range and we’ll be introducing new product in all of our categories including a new series of polarised, bi-focal sunglasses with our AcuTint lens, additions to our T-shirt and headwear collections, a new series of head and neck protectors we call the SunBandit and several other items.”

Bill Boyce, CEO of Fetha Styx

“This year we hope to make more people aware of our products and and despite the tough trading conditions being experienced by many companies across the USA we expect growth regardless of the economic condition because of the value and uniqueness of our product to the consumer. “The big products for us will be Fetha Styx’s rod series including ‘True Hero’ and ‘CCA’, which support environmental conservation. “In addition, we’ll be showing an allnew principle rod line-up built on North Fork Composite blanks by Gary Loomis. We’ll also have more information about an exciting partnership we’re hoping to release more information on soon.”

ChrisGonzales,President, Strike Pro America

“Strike Pro has been exhibiting at ICAST since 2003. And we see it as a very special and crucial show to the US market. Strike Pro introduces at least 15 to 20 new products every year that are original and innovative so we ensure that we stay at the cutting edge of lure design. “This year we will be introducing 15 to 20 new models from Strike Pro along

by Aquaz

with the original Buster Jerk in the Wolfpack colours, The New Strike Pro Trailer lure, Strike Wire, Strike Pro Reaction Baits and some other new products that are sure to cause Chris Gonzales: “Vegas is a stir within the good for Strike Pro.” trade. “Vegas has been a successful show for Strike Pro every time we have exhibited there. We have always picked up new customers and hope for more of the same in 2010.”

Ben Patrick, Halco Tackle

“We like to be at ICAST as it is the best opportunity to see as much of the American angling trade in one place. Getting to and from the USA is expensive and time consuming. ICAST is cost effective and helps us get to all the Ben Patrick: “It attracts great crowds.” trade in one place. It also gives us a chance this year to communicate our plan to increase our presence in the USA and Southern American markets. We will also meet with some distributors that do not come to EFTTEX in Europe or the Australian show. “As a venue for the show Vegas may not appeal to all, but it always attracts great crowds and is an easy location for exhibitors and visitors alike. I’d love to see Florida in the mix every two or three years though.” May 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

Brazil ﬁshing show extends its reach

hen a show increases by 80% in just four years you know it must be something a little special, and organisers of this year’s Brazilian Sport Fishing Trade Show are expecting more of the same Event spokesman when they pitch up in Sao Fernando Martinelli: Paulo this August. “We have exceeded Held at the Frei Caneca expectations.” Convention Centre over three days, exhibitors from the Americas will be in attendance along with familiar favourites such as Shimano, Berkley, Daiwa and Rapala, all helping to make a show that event spokesman Fernando Martinelli describes as “the most important event for ﬁshing businesses in Brazil.” “Last year’s show exceeded expectations with more

Angling International May 2010

than 4,500 visitors from the retail sector, fishing companies and resorts and lodges. To grow by over 80% in such a short space of time has been sensational,” said Fernando. “More importantly, we have upped the number of exhibitors. It currently stands at 70 with a floor space of over 5,000 square metres for 2010. We have done it simply through them visiting our previous shows and being impressed with what they see.” Indeed, companies often wait until the show to actually unveil their new products and spread the word. Although the show centres on Brazilian fishing, more and more exhibitors from other countries have booked since the show’s debut in 2007. “We have companies from Canada, the USA and Paraguay amongst others,” Fernando continued. “What a lot of people might not realise is that we feature parts from other shows such as ICAST and the Osaka and Tokyo Fishing Shows. Visitors want to see new things and by giving them a taste of the

overseas it really adds to the overall show.” For more information on the show, visit the website www.tradeshowpescaecia.com.br/en

The show in Sao Paulo is attracting more global brands.

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

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

m o c . a t t f or e . w ef w n to w u t J Y 0 a t r R s T te re 1 EN 201 s i g fo EE EX e r - be FR TT e r P EF

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

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

Plastica Panaro sees signs of growth

talian tackle box manufacturer Plastica Panaro believes that this year’s EFTTEX show in Spain could mark the start of a deﬁnite upturn in fortunes for the European ﬁshing tackle market, with many visitors using the show to forge new business. The Marano-based company is planning to unveil a range of new products in Valencia, although Export Director Lucio Sirotti is remaining fairly tight-lipped regarding the exact details of the new additions. “We are really looking forward to the show because we have sensed that the market is improving in recent months and I think we are going to see more and more people us-

Angling International May 2010

ing events like this to generate new business and distribution opportunities.” Added Lucio: “I always have high expectations of EFTTEX – it’s a really important date for us because the majority of our customers will be there and we always emerge from the show with a good number of new accounts. “As usual, we will be taking our complete range of plastic tackle boxes and buckets. We’ll also be launching two new tackle boxes with an innovative compartment concept… but I don’t want to reveal too much at this stage! We will also launch a number new soft ﬁshing bags at the show which we have high hopes for.”

UK Government accuses rivals The UK Government’s angling spokesman Martin Salter has claimed that Conservative party leader David Cameron is only “paying pre-election lip service” to angling. The Labour MP was responding to comments made by Cameron in an exclusive interview with Angling Times newspaper repeated on page 22 of this issue of Angling International. In the interview Cameron said he would not commit his party to retaining the rod licence – and the £24 million per annum that it generated for ﬁsheries – should they form the next government. Salter challenged the Conservatives to guarantee that the licence would remain in place, saying that abolishing it would strip 70% from the Environment Agency’s ﬁshery funding. “This means no restocking, dirtier rivers and a bleak future for Britain’s three million anglers,” he continued. “”Why has David Cameron not come out of closet before and why does he wait until now before paying pre-election lip service to our sport? It is worrying that the Conservatives clearly still have the future of the rod licence on their agenda.”

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stringent quality control at every stage of the process, it is a formula that Sales and Marketing Director John Wolstenholme is confident will continue to attract new customers. “Of course, we are looking to grow in Europe, but in a controlled way and with the right partners, rather than a shotgun approach. We are fortunate that we not desperate for business so we can move at our own pace and make sure that growth is sustainable and profitable.” Fulling Mill appointed Eumer as a distributor in Finland late last year and this, says John, is a good example of the kind of partnerships the company is looking to replicate. “Eumer is a dynamic, hard-working company which is raising our profile and sales in the growing ready-tied fly business in Finland. They are ideal partners,” he added. The largest proportion of Fulling Mill’s business is OEM product for prestigious fly brands around the world, and as it looks to grow its influence still further across Europe it has one eye on EFTTEX in Amsterdam in 2011.

IT’S MORE THAN FLIES...

As well as tying flies, Fulling Mill markets a growing range of other quality fly fishing equipment. Among its 2010 products is this ready-to-fish outfit, with backing, flyline and leader already loaded on the reel. The pack includes everything needed to start fly fishing, including Fulling Mill flies covering a wide range of species. The two different-weight outfits available – 5/6 weight or 7/8 weight – both have nine feet, four-piece rods. The 7/8 weight option is available with a choice of trout, carp or bass flies. Prices in the UK start from £129.95.

Fulling Mill in numbers

Fulling Mill was founded in the UK in 1980 but the company’s fly tying heritage dates right back to Kenya in 1932. Fulling Mill employs 15 staff at its UK and US distribution outlets and 350 fly dressers and support staff at its Kenyan factory. More than 4,000 patterns and 1,500,000 flies are always in stock at any time. Average production is around 90,000 flies per week and more than 200 million flies have been tied and distributed to date!

Want to talk to Fulling Mill? Here’s how to ﬁnd them...

Tel: +44 1293 778600 Web: www.fullingmill.com Email: john.wolstenholme@fullingmill.com May 2010 Angling International

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• World Championship – Carp catching 1× gold medal

We are continuously aspiring to apply the experiences, which were getting in the world angling races, to develop and produce those baits, which ensure the biggest chance to all anglers: from beginner to world champion.

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HOW DO YOU GROW AN ANGLING MEDIA BRAND? See p50

“We need to ensure our customers have their own unique brand identity with exclusive products” Angling International Editor Mel Bagnall (left) with John Walsh, Ellen Xu and Ben Yang.

The entrance to the Heng Feng booth at China Fish.

“I don’t know of any factory with a testing centre like the one at Heng Feng. It is incredibly rigorous, with machinery to test everything from strength, colour fastness, sun and saltwater resistance, water repellance and just about everything else that goes into making good product, including environmental requirements,” he said. “Being made at Heng Feng is like a badge of honour in the ﬁshing tackle industry – an endorsement of good production values. “The testing procedure ensures consistency of product from shipment to shipment and has also contributed to the coveted ISO accreditation.” Heng Feng is associated with many of Europe’s top brands and proud of the fact that many of those

Working at the state-ofthe-art testing facility.

Inside the new HengFeng showroom/design centre.

relationships go back more than ten years, evidence – if any was needed – of the trust placed in the company by its customers. The longevity of those relationships is based in many cases on customers’ understanding of the company’s commitment to the highest manufacturing standards. It is also dependent on Heng Feng’s ability to offer exclusivity to each customer. Heng Feng President Ben Yang commented: “We believe that for the continued growth and stability in the European OEM market we need to work closely with our customers to ensure they have their own unique brand identity with exclusive products.” To ensure this is the case, Heng Feng has invested in the expansion of its design and engineering team to generate top quality design, product development and support services, with even a building on the head office site dedicated to making samples. The design, sales, showroom and sampling workforce totals 400 people. “The company fully understands the importance of design and invests in European and American designers to work with our state-of-the-art 3D CAD facility in Hangzhou to produce innovative products relevant for today’s market,” added Walsh. Given Heng Feng’s volume of output and its emphasis on new ideas, it is not surprising that intellectual property rights have become a big issue. The company has committed to invest more in registering designs to protect customers’ exclusive designs and patterns and is also patenting its own-design products to prevent copying in China, leaving its competitors in no doubt that it will vigorously enforce patent rights. So, is this high level of service reflected in price? Not so! Despite its massive investment in premises, machinery, testing and quality control Heng Feng is confident that by leveraging its buying power across all its markets it will continue to offer competitive prices.

The entrance to the testing laboratory.

WHO IS JOHN WALSH? Heng Feng appointed ﬁshing tackle designer John Walsh as OEM Business Support Manager in October last year, a role created to help liaise with OEM customers. His duties include carrying out detailed analyses of the European market and advising on how best to grow and improve relationships with brands. “As we enter a new decade, we see the quality of brand partnerships as the future of OEM manufacturing,” says Walsh.

Want to talk to Heng Feng?

Here’s how to ﬁnd them...

Tel: +86 571 28887258/28906101 Email: info@hengfeng-china.com Web: www.hengfeng-china.com May 2010 Angling International

SPECIAL FE ATURE

COMPANIES YOU NEED TO KNOW ABOUT...

STRIKE PRO EUROPE TARGETS MORE BITES AS PIKE FEVER GROWS After starting the Scandinavian pike ﬁshing revolution n with the Buster Jerk, Strike Pro Europe is preparing to strengthen its grip on the region’s growing predator market, writes Fredrik Stjarnkvist.

hen jerkbait fishing first took hold in Scandinavia, few could have predicted the enormous popularity it enjoys today. But boosted by reports of spectacular fishing and of huge pike on imported American baits, the method quickly captured the imaginations of anglers across the region – and awoke the pioneering spirit of one Scandinavian company in particular. Thanks to some innovative thinking and

Buster Jerks have been proving irresistible to pike in northern Europe ever since they were launched more than ﬁve years ago.

Angling International May 2010

the release of its promotional ﬁlm, ‘Pike Fever’, CWC WC AB sensationally pulled off the double success of growing this new market – and dominating it. And behind everything lay the remarkable Buster Jerk lure. Little more than ﬁve years after its pivotal launch, it is the lure of choice for pike anglers in Scandinavia, spawning imitators and giving birth to its own mini-industry of lures under the Strike Pro banner. This year, CWC and Strike Pro are planning to capitalise on the Buster Jerk’s continued popular-

ity with a new range of predator lures for their fans in Sc di vi and d beyond. be nd Scandinavia But what makes the Buster Jerk so special? For a start, unlike the original US imports, it is adapted to Nordic conditions. The Scandinavian pike is smaller, does not give the same ﬁght and does not have the same love for big lures as a muskie. The Buster Jerk has a deadly side-to-side action and is extremely versatile. It also functions as a normal swimbait. Straight retrieves in combination with regular pauses

are cruelly effective. And anglers have always found it very easy to work with, making it a perfect bait for the beginner as well as the pro. But above all have been the results. In three days of ﬁshing in southern Sweden in the spring of 2004 the CWC Fishing Team caught 22 pike

Pro’s facility in Taiwan also makes it possible to produce amazing colour patterns. Buster Jerk is now available in 47 standard colours in Sweden. In total, Strike Pro Europe has about 300 different colour patterns. Even

over 10kg. A fantastic achievement, and all caught using Buster Jerks. The film of this expedition, ‘Pike Fever’, was released during the autumn and was a huge success, boosting the lure’s popularity still further. And, for example, during the past five years in Sweden more pikes over 10kg and 15kg have been caught using the Buster Jerk than with any other lure. And so it has grown. After its success with Buster Jerk, Strike Pro Europe has continued to develop several more high quality lures: the shorter, rounder Belly Buster for fishing in cold waters at a depth between one and four metres; and Big Bandit, a classical glider with a length of 20cm and excellent side-toside action. Most of Strike Pro’s jerkbaits are available in several weight classes – sinkers, suspenders and floaters. The top of the line production at Strike

Top: part of the Buster Jerk Wolfpack collection. Above: the Buster Jerk in action!

saltwater anglers have started to use jerkbaits from Strike Pro with great results – from jerkbait fishing to high speed trolling. The newest predator lure from Strike Pro is XBuster, an efficient hybrid lure that combines the advantages of a swimbait and a jerkbait. The jointed body gives a very attractive motion both when you crank it and when jerkbait fishing. Later this year Strike Pro Europe will present several new predator lures including a new tail bait. The launch will complement CWC’s specialised fishing rods and the Strike Wire range of lines.

Want to talk to Strike Pro?

Here’s how to ﬁnd them... Tel: +46 8 761 06 00 Fax: +46 8 761 06 01 Web: www.strikepro.com www.strikepro.eu

Email: lc@cwcab.com

May 2010 Angling International

SPECIAL FE ATURE

COMPANIES YOU NEED TO KNOW ABOUT...

HOW GULP! TOOK OVER THE WORLD

In less than a decade, Berkley’s Gulp! brand has spread across the globe to achieve dominance in the artiﬁcial softbaits market. Here’s how.

1. It releases its scent quickly

The signature feature of Gulp! is an ability to release scent much faster than standard soft plastic baits. Most competitors are made from a plastic polymer resin suspended in a petroleum-based plasticiser. This makes them hydrophobic, or water repellant, which locks in any ﬂavourings. By contrast, Gulp! is made from a blend of water-based polymers which are hydrophilic (water-loving). This emulates the natural scent release rates of biological tissue, which is also water-based. Gulp!’s scent release has been measured as being up to 400 times faster than standard soft plastics.

“You can use a single Gulp! bait all day and it’s still going to be putting out more scent than anything else”

Angling International May 2010

Additional potency is derived from Gulp’s unique three-tiered flavouring system. Since the vast majority of game fish are carnivores, Gulp! uses a strong organic package that satisfies the meat cravings of all predatory fish, much like humans enjoy the savoury taste of a good steak. However, just as humans often enjoy flavouring their steaks with different spices, Gulp! utilises a second tier of actives which serve as flavour enhancers, adding extra ‘zing’ to the bait. Finally, third tier flavourants are added to Gulp! baits designed to look like specific prey. For example, shrimp baits are scented to smell and taste more like shrimp, minnows to taste like minnows, and so on.

2. It’s so versatile

Angling in general has many sub-genres, but one school of thought is to spilt the sport between ‘active’ and ‘bait and wait’ styles. In both sectors, Gulp! has it covered. With a host of ultra-lifelike crabs, craws, shrimps, squids, minnows, shads and sandeels, Gulp! has the range to satisfy active anglers worldwide – whether in fresh or saltwater, in fast ﬂowing rivers, rip tides or placid lakes. “I always tell people to throw a Power Bait worm

WHY ARE EFTTEX EXHIBITOR NUMBERS UP? See p55

Left: Gulp! Product Manager Sylvain Legendre with another big catch.

4. It is environmentally safe

until it falls off the hook,” says John Prochnow, senior chemist with Berkley’s parent company Pure Fishing. “Once that bait gets chewed and mangled, that’s when the scent is going to be escaping the most. “Truthfully, you can use a single Gulp! bait all day and it’s still going to be putting out more scent at the end of the day than anything else. But I like to keep mine fresh and full of scent,” he added. “That’s why Gulp! Alive is so effective. If you use a bait for an hour or so you can just drop it back in the juice, and after 15 minutes that bait is like new. It’s the equivalent of taking a dead shrimp and bringing it back to life.” For ‘bait and wait’ style ﬁshing, recent developments have elevated Gulp! to similar heights. Witness the amazingly effective pastes, corns, waxies (maggots), eggs, earthworms that anglers are embracing in droves across many continents.

3. It’s adaptable to different regions

In recognition of the prominence of different angling styles in different territories, many Berkley softbait products have been developed to serve speciﬁc markets. With Berkley being a USA angling institution, it’s natural that the ‘home market’ is served with some special products. Powerbait Kits such as K&P’s Jig Minnow, Jay’s Texas Rig, Skeet’s Finesse, Ike’s Jig and Larry’s Shaky Kit are born and bred US classics. In southern Europe, bait ﬁshing for trout is very popular, with the Italy-born ‘Bombarda’ style especially prominent. The Gulp! doughbait range has it covered with a bespoke Bombarda range in eight different colour combinations.

Concerns about the environmental impact of soft plastic fishing baits lost during the course of action have rightfully been raised and debated for many years. Berkley is proud to say that Gulp! products can be used in full confidence that any unfortunate loss will not harm the fish or their surroundings. Sylvain Legendre, Gulp! Product Manager at Pure Fishing Europe’s HQ in France, explains: “During product development Berkley scientists purposely fed Gulp! to aquaria-confined largemouth bass, bluegills, carp and trout to verify product safety in terms of digestibility. “The fish were fed both whole baits and baits cut into small pieces. We varied the feedings from a single instance to multiple feedings spread over time. In short, the fish received far more Gulp! than ever likely in the field from anglers. “At no time did any fish exhibit any abnormal behaviours or symptoms indicative of stress. To date, we have never lost a single fish due to Gulp! ingestion. Small pieces are almost always sent through the digestive tract and expelled in a few days. Larger pieces are regurgitated within a few hours to several days,” he concluded.

SO WHAT’S NEXT? COMING UP IN SEPTEMBER 2010 FROM GULP! & GULP! ALIVE BAITS ARE: NEW DOUGHBAIT (NATURAL FLAVOURS) FLOATING EGGS MINNOWS EELS RIPPLE MULLETS SPRAYS

The catalogue and design service from Angling International. The best tackle writers Creative designers Hi-tech digital production Print buying department Experts in production To work with angling’s fastest-growing media brand, please email:

lucie@angling-international.com

or call

+44 1733 392975

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

Tel: +33 450 967700 Web: www.eu.pureﬁshing.com Email: smlegendre@fr.pureﬁshing.com May 2010 Angling International

SPECIAL FE ATURE

COMPANIES YOU NEED TO KNOW ABOUT...

TROPHY TECHOLOGIES REAPING BENEFITS OF ITS ‘MONTHLY LURES’ STRATEGY

Co-founder Kris Reibel looks back on two years of “fantastic growth” for the company whose strategy is to launch new localised lures every month. “We have a product line few can match,” match, he says.

Lures Lure Lu ress ever every ery mo month: h: “We “W We se seee no reaso reason son n to change ch ge our our strategy,” strat ateg egy, y,” says ys Kris Kri ri Reibel ris Reib Re ibel .

Trophy Technologies’ acquisition of Castaic Swimbaits and Softbaits was a major industry coup. How has this positioned the company for further expansion? Kris Reibel: Looking back over the fantastic growth of the last two years, which culminated in the acquisition of the Castaic brand from Nature Vision in the last week of October 2009, we consider ourselves very well positioned for 2010 and beyond. Castaic is a brand name known the world over with many of the largest documented bass and predator ﬁsh ever caught attributed to Castaic lures. But I have to admit that, although we had

spoken to most of the customers from the time we announced the purchase until the time we closed the deal, we were a little nervous about the way forward, as one can never know what the brand has gone through during the fall from the previous owner’s management. So what has happened over the last six months? After a lot of hard work internally by my partner Richard Quade, myself and the rest of our staff, more hard work at our factory in Mexico and the diligence of our distributors and retail partners, the Castaic brand is once again on a growth path. We have stabilised the production of all the excellent lures pioneered

Visit www.castaicswimbait.com or www.reactionstrike.com websites on a regular basis to catch all the new offerings and news. 48

Angling International May 2010

by Castaic over the last 15 years and many new patented lures will be released between now and the EFTTEX and ICAST shows. You have one of the company‘s founders at the factory, don’t you? Yes, and that allows us to stay 100% focused on the end user. This level of intense focus has already resulted in a significant expansion of some of the product offerings in terms of new colour patterns designed specifically to be fished in local waters all over the world. We have also taken steps to not only retain the original pro staffers in North America but also to create pro staff individuals and teams in every country where we distribute our products, supporting each of them with the tools necessary to catch trophy fish or to win tournaments.

What are the measures of your success? The best example is the sales growth being achieved by many of our distributor partners and retailers worldwide, with Castaic sales already growing for them by 100%-200% over the 2008-2009 season. Currently, we are working to get some of our new distributor partners up and running smoothly in several new countries and will be aggressively working to find and appoint more distributor partners this year in most of the Asian countries and in Central and South America. We are currently booking trade shows in these markets for the second half of 2010 and going into 2011. For both Castaic and Reaction Strike there are still some countries available in the EU market, on either an exclusive or non-exclusive basis. With Castaic clearly working really well for you, what’s happening with your Reaction Strike brand? Reaction Strike continues to grow and grow! After hitting a triple-digit growth level in 2008 for the third year in a row, 2009 was much more challenging – growth was only in double digits! The continued introduction of new and patented products every month is resulting in a product line that few can match. This has been well documented over the last six years with our products featuring heavily among the top ten predator lures in North America, Europe and several eastern European and Asian countries. We simply see no reason to change this strategy of new products every month. To consider this strategy in more depth, one simply has to look at the lure industry itself and then examine what you need to do as a lure, rod and accessory company wanting to have top quality products considered best in class by species for ‘specialist’ companies. For example: to achieve a constant growth pattern in the worldwide predator musky and pike fishing market you need to introduce rigged soft plastic lures that are specialised for the northern EU market, the southern EU market and the northern US market and realise that those products may or may not work for the Canadian musky and pike market without further consideration for local size and patterns. A small point that we have prided ourselves on since the beginning of our business is the simple one that even a small 4cm soft plastic lure has been tested to be able to handle the successful landing of a minimum 50kg-sized fish – since this is what trophy and record fish would weigh. Hence our name, Trophy Technologies. In short, while a specific lure might work all over the world for different species, to optimise its sales and thus its potential to catch fish, it is necessary to create many sizes, fall rates or depths along with a colour palette in the 50-plus range. What are your priorities for 2010 in terms of maintaining growth momentum? We need to continue to get the word out worldwide. Case in point, we believe that the Revolution Series of patented segmented swimbaits is one of the largest lure series in the

entire world. We are shipping six sizes in four fall rates and over 50 colours. That’s over 1200 SKUs for one lure – and it doesn’t include any of the custom SKUs for local markets. The success of the Revolution Series is nothing short of stunning and has seen continued expansion with the series covering the shad, bluegill and panﬁsh body types and now incorporating more than 20 traditional crankbait designs. The all new and patented Rattlin Revolution Shad is a jointed vibration/vertical jigging lure that we have spent three years developing and testing to be able to get the incredible vibration from the lateral line of the lure. It is jointed so it looks realistic in the water and is also ideal for vertical jigging. This is the kind of information that we need to communicate effectively to an international audience in order to drive the need for our products. We’ll be doing this by being at the big shows, by using our pro staff team and by tactical use of advertising and editorial in Angling International to reach existing customers and attract new ones.

What is the scale of your international sales and how does that impact on the way you market yourselves? When we looked at our strengths developed from providing OEM services to brands all over the world we realised that we do have the capability to create ‘local’ variations of lures and rods and to create ‘local-specific’ lures and rods. As we started to take these items to the international shows, one by one we have been able to appoint distributor partners or retailers in specific areas. This has blossomed to the point at which we are very proud to say that we have achieved a sales programme with 50% of our sales coming from our international partners. This success is fully accredited to our level of comfort in developing ‘local’ products within a global platform/branding strategy. Trophy Technologies is clearly a company that never stands still, so what’s next? First up, look out for the Soft Revolution Shad Series. Next, our expanded saltwater and bass fishing product lines will continue to grow rapidly, including our new Flats Lok Inshore jigheads for saltwater. Also, our acquisition of the Hoern Toad Tackle Company brings with it a range of tournament-winning jigheads and accessories, with professional angler Sean Hoernke joining Reaction Strike. And there’s plenty more. Every month the market will continue to see Trophy Technologies, Castaic or Reaction Strike introducing new products. These offerings are in categories such as rods (we make a lot of them), lures (we make even more of these) and new categories (you will have to come to the trade shows, call or email us to learn about these!).

Want to talk to the Trophy Techologies team? Here’s how to contact them...

Richard Quade: richardquade@hotmail.com Kris Reibel: krisreibel@hotmail.com

SPECIAL FE ATURE

COMPANIES YOU NEED TO KNOW ABOUT...

How big can the Fish&Fly media empire become? It is rapidly adding websites and intent on securing advertising earmarked for traditional media. “We’re reaching a tipping point,” says MD Richard Hewitt.

t’s true we’ve come a long way in the past 12 years,” says Richard Hewitt, the boss of Fish & Fly from his headquarters hidden deep in the leafy suburbs south of London. It’s a statement many have heard a hundred times, of course. But before it Fish& Fly Chairman and Managing Director can even begin to be picked Richard Hewitt. apart, the one-time Lloyd’s insurance broker unleashes a tidal wave of numbers, the likes of which the traditional angling media could only dream of. “We are 100 per cent up year-on-year for number of visits, we get around 12 per cent of all the page

views in the European angling sector online*, we can boast 80,000 anglers as members of our websites and enjoy up to five million visits a year – and that figure is rising rapidly. “But do you know which stat I am most proud of? The fact that the average visitor spends 14 minutes with us each time they visit. That’s over 125,000 hours a month and that tells me we are doing something right with the web journey we offer.” The Fish&Fly team is clearly on to something. Already the company is the biggest online publisher of fishing content and with an aggressive organic growth and acquisition strategy, we can expect to see more of the same. The team is clearly not resting on its laurels. Already the stable of brands has grown from the original fishandfly.com site to also include fishingmagic.com, flyforums.co.uk and several others (see the panel for details) and more could soon be in the pipeline. Richard’s Co-Director Dr Colin Bradshaw adds, “The

“We have 80,000 anglers as members and get up to ﬁve million visits a year – and that ﬁgure is rising rapidly” 50

Angling International May 2010

idea is to create an irresistible international portfolio of online angling brands to rival any angling media offering anywhere on earth and to become the leading media brand for decades to come. “The great thing about online media, as opposed to the traditional print channels, where most of the industry’s media spend still resides, is that results are 100 per cent transparent, immediate and measurable,” adds Colin. “You know where every single penny of marketing spend is going and how many anglers you are reaching. We can even target speciﬁc niches or geographies if that is what is needed.” And with one of the largest communities of anglers to be found anywhere, Fish & Fly is one of the very few media outlets to be able to offer such targeting while still being able to deliver meaningful numbers of anglers to its advertisers. “We realise that the angling industry has been a little slower to respond to online channels than other market sectors, but the online audience has grown to a size that it simply cannot be ignored any more,” enthuses Colin.

WHAT COUNTRIES IS AMIAUD TARGETING WITH SEANOX? See p57

The number of websites under the Fish&Fly banner has grown rapidly over the past three years. “Whether it is a simple banner campaign, product launch or something more in depth like data capture or even mass conversation, we can offer it all,” says Richard Hewi Hewitt.

BACKGROUND

THE FISH&FLY TEAM

FishandFly.com was launched in 1998 as a stand alone content-driven website offering some of the very first online fly fishing advice. The site grew steadily until 2007 when a new management team and strategy saw a number of niche sites added and a period of acquisition begin. During that time owner Richard Hewitt brought the former Magicalia website

l Richard Hewitt Chairman and Managing Director l Colin Bradshaw PhD Director and Salmon Editor l Paul Sharman Editor, Member Outdoor Writers of America l Matt Daymond Creative Director, BA(Hons) in Creative Advertising and Digital Imagery l Soﬁ Wolstenholme Membership Services, degree in Marketing (Oslo University)

HOW FISH&FLY BEGAN Fishingmagic.com and theﬂyﬁshingforum.com into the fold, along with the rights to publish Fish and Fly magazine and the Where to Fish directory. The spree was initiated by the belief that the angling media industry had become too fragmented, and there was a gap for a specialist online publisher who could grow without the constraints of having to publish a monthly magazine.

And if their current growth trend continues there will soon be little room for argument on that score as the team fully expects to be able to see 10 million visits per year to their sites by the end of 2011. Whilst it is clear the team respects the angling press and enjoys working with them when appropriate, the game now is for Richard and his fast growing team to convince the purse-string holders that they really do now have a cost effective and viable alternative to print advertising. It’s a platform, they say, which allows you to grab the attention of hundreds

HOW THE NUMBER OF VISITS HAS GROWN

It is a philosophy that has steadily created a portfolio of websites that now also boasts sites such as Fly Fishing Forums, Salmon Atlas, Carp Atlas, Spey Cast, the North American Fly Fishing Forum and a total audience that offers advertisers access to more than 80,000 website members and huge and growing visitor numbers. For commercial opportunities contact +44 1293 888828.

“When a media company offers an audience of such value, the choice simply becomes irresistible” of thousands of ﬁshers as opposed to tens of thousands – and for less money. “We do sometimes feel like the Pied Piper leading the way, but the bottom line is that the reason we have invested heavily in scalable systems and websites is in anticipation of a tipping point where the real marketing money follows other industries and moves to what is now the UK’s single biggest media platform in ad spend terms – the web.” To put some statistics to that statement, when the UK internet advertising spend was ﬁrst measured in 1998 just £19.4 million was spent online, while

that ﬁgure had soared to £1.75 billion, in the ﬁrst six months of 2009. There are clearly demonstrable reasons for this! “We fully expect the angling market to follow this pattern,” says Richard. “Eventually a media product comes along with an audience of such value that the choice becomes irresistible and that is precisely what the Fish&Fly network now offer; whether it is a simple banner campaign, product launch or something more in depth like data capture or even mass conversation, we can offer it all,” he added. * Hitwise, Jan 2010.

Want to talk to the Fish&Fly team?

Here’s how to ﬁnd them...

Tel: +44 1293 888828 Email: rh@fishandfly.com sales@fishandfly.com May 2010 Angling International

SPECIAL FE ATURE

COMPANIES YOU NEED TO KNOW ABOUT...

DANISH CLOTHING SPECIALISTS ENTER NEW ENVIRONMENT

An exciting new range of hi-tech and hardwearing garments can draw customers from beyond ﬁshing, say EFTTEX exhibitors Geoff Anderson. “We can create a more diverse customer base for retailers,” they promise ahead of the show.

uper confident clothing manufacturer Geoff Anderson will arrive at EFTTEX with a bold proposition for retailers: a new concept in fishing garments that will widen their customer base dramatically, allowing them to retain anglers while also tapping into the faster growing outdoors market. Too good to be true? Not at all, says Morten Vihlmann, Geoff Anderson’s chief designer and the man behind the development of Geoff Anderson Super Structure (GASS) which will be unveiled in Valencia in June. “We have built our reputation on manufacturing highly technical fishing clothing,” Morten told Angling International. “Jackets, trousers, shirts, fleeces, mid-layers and more. They use advanced materials and are incredibly hardwearing. The sea is the most unforgiving environment, even when wading into it, so we have developed exceptional garments that withstand everything saltwater and the sun can throw at them.

“But these core products are for the fishing market only, and we believe there is profit in targeting the wider outdoor market with a more versatile product. GASS takes the hardwearing properties of our fishing clothing and creates a range of hybrid garments with added performance for general outdoor activities.” The company sells its top-of-the-range fishing garments throughout Europe, but it is evidence in its home country of Denmark which gives Geoff Anderson the belief that non-anglers can be attracted to spend in angling stores – and spend big. Explains Morten: “We trust so much in this idea, but we have seen enough here in Denmark to suggest we are on the right track. The most successful stores are those that understand the link between fishing and outdoors. Step one is to encourage anglers to buy more technical and versatile products, after that the whole outdoor market opens up. “People who enjoy the outdoors, whether it be walking, canoeing or climbing, understand why premium products are better value and so are willing to

pay double for the best garments. Young fishermen are also enjoying these other activities but they are not buying their clothing from angling retailers. What we are offering with GASS is an opportunity for these retailers to create a wider, more diverse customer base: keeping the adventurous fishermen but also attracting other outdoorsmen into their stores. “The outdoor market is growing faster than fishing so it makes commercial sense to market our hardwearing garments to these outdoors people. We also believe we will become stronger in fishing by competing with the big outdoor brands. The key is to finesse the design and material of our new garments so they give the performance consumers require. And with GASS we have succeeded – the garments are robust, lightweight, breathable and waterproof, perfect for outdoor enthusiasts and modern travelling anglers. They are genuine hybrids.”

Main image: the new GASS range has been tested in extreme ﬁshing conditions. Inset: designer Morten Vihlmann (left) ﬁshing in much warmer weather.

Angling International May 2010

WHAT PLANS DOES SNOWBEE HAVE FOR EFTTEX? See p57

HOW GEOFF ANDERSON CREATED A CLASSIC

WAKASAZHI: FEATURES & FABRIC

Wakasazhi uses highly sophisticated technology within a layer/membrane just ﬁve micrometres thick. It is ideal for ﬁshing but can also be viewed as a combination jacket for a number of outdoor activities such as skiing, canoeing, cycling and trekking.

Rust-proof eyelets. The oval shape gives a better angle for the elastic cord, making tightening easier.

Collar lined with Ren-Tex, recognized as the only material to withstand stubble.

GASS ™ Membrane is 100% waterproof, 100% windproof and 100% ecologically degradable.

Welded inner pocket with water resistant zipper. Fits most cell phones.

Membrane is completely non-porous, meaning it cannot become blocked by dirt, residual washing agents or salt crystals.

All pockets are designed not to disturb your ﬁshing. No matter what you put in them, the bulk will only appear on the inside of the jacket and not on the outside like traditional jackets.

YKK® AquaGuard water repellent zippers.

Inner cuff is lined with a tiny piece of latex rubber which prevents water coming up through the wrist part when hand-landing a ﬁsh or paddling in a kayak.

Geoff Anderson will be at EFTTEX to explain the new concept to its existing distributors, and also to sign up new distributors in southern Europe, notably Spain, Portugal and France, plus Benelux and Norway. It is expecting huge interest in its existing range of high quality garments – but it is very speciﬁc about what companies it wants to do business with. “Our principle is to work with the best partners available,” explains Morten. “We choose the right development partners so we make the best clothing on the market. We have a very close working relationship with Sympatex in Germany. They are chemists and we have developed material with them that does not allow salt crystals to break into the pores. “I also work with outdoor specialists on all aspects of the design, from buttons and belts to the cuffs and pockets. We talk about everything, so together we end up with garments that can withstand that elements in a way that ﬁshermen will appreciate. We don’t launch any product unless it’s better than what is already out there. They need the X factor.

Left front box pocket is ﬁtted with an elasticated pocket inside. Keeps tackleboxes in place.

“The evidence is there in the return rate,” adds Morten, “three in every thousand, which is an extremely low rate. And it‘s why we don’t make waders. We get asked all the time but it’s not possible to make waders that match these exacting standards. It would destroy the dynamics of a business that is built on low returns. “Almost 100 per cent of our focus is on development, so we need distributors that can really focus on sales,” explains Morten, adding that technical expertise is essential. “These are hi-tech products that we are asking them to sell, it’s not like selling a rod or hooks. Our distributors need to show us that their sales staff can master the technical information

that sets our garments apart from the competition.” There are other factors too. “We like to work with smaller companies that can put as much focus as possible on Geoff Anderson. A great example is our distributors in Slovakia. We are their sole priority and they put tremendous energy into selling Geoff Anderson. The result is that we have seen signiﬁcant growth in that country.” The company also likes distributors who can use their marketing budget wisely to educate consumers and retailers about the Geoff Anderson difference. “We stand almost alone as a full-range supplier,” adds Morten. “The aim is to be the best, and we need people to know that.”

Want to talk to Geoff Anderson?

Here’s how to ﬁnd them...

Tel: +45 36 44 26 60 Email: info@geoffanderson.com Web: www.geoffanderson.com May 2010 Angling International

See us at Stand H12 53

CONSYOUMERS Our websites have up to 5 million visits a year from fishing enthusiasts. May we introduce you?

Contact details; PO Box 1079, Worth, West Sussex, RH10 4TA United Kingdom. Tel. +44 (0)1293 888828 sales@fishandfly.com fishandfly.com, fishingmagic.com, flyforums.co.uk, theflyfishingforum.com, salmonatlas.com, carpatlas.com, troutatlas.com, speycast.co.uk, wheretofish.co.uk

EFTTEX NEWS 13-PAGE SPECIAL SECTION

iMPORTANT NEWS FOR EXHIBITORS

Read about the changes to the Best New Product Awards 2010.

PARALLELIUM’S NEW LAUNCH

FLADEN CELEBRATES ‘BEST EVER YEAR’

Endorsement from America gives new line a pre-show boost.

Wny the Swedish clothing makers will arrive in Valencia in buoyant mood.

PRODUCTS • ADVICE • INTERVIEWS

Last chance to book stand space at EFTTEX 2010

Waiting for last minute calls: EFTTEX Exhibition Manager Neena Tailor.

FTTEX 2010 is on target to have more exhibitors than last year after confirmed bookings reached 233 exhibitors. The figure is up from 220 at the same stage last year, which represents an increase of more than 5%. Latest companies to book include a number of Spanish and Portuguese companies such as El Vilar, Dom Mira LDA, Art Fishing, Goldenfish and Plumiratun. Companies that are still considering booking stand space are urged to contact EFTTA immediately as the closing date for bookings is May 7th. Says EFTTEX Exhibition Manager Neena Tailor: “Companies are once again investing in their marketing and thinking very seriously about increasing their presence within the industry. And as the number one trade show

in Europe, EFTTEX is the natural choice for any company looking to expand into new territories.” She added: “This will be the ﬁrst time EFTTEX has been held in Spain and it’s proving a popular choice. The show will open up many exciting and interesting opportunities thanks to Spain’s strong links not only within Europe but worldwide.” The increase in stand bookings has been helped by the number of exhibitors that prebooked during EFTTEX 2009 in Budapest. It is a beneﬁt EFTTA offers to exhibitors at the show every year, and is proving increasingly attractive to businesses. A total of 144 companies pre-booked their stand for EFTTEX 2010 at the 2009 show. At EFTTEX 2008, 112 companies booked for the 2009 show. Adds Neena Tailor: “The reason for this

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increase is that exhibitors attending EFTTEX are seeing how much the show beneﬁts their business. It becomes clear within the hall, especially to ﬁrst-time exhibitors, that this is a must-attend event.” More recently, members of the EFTTEX management team have promoted the show at various trade shows in the UK, France, Italy, Japan and China. The next stage of the marketing campaign will focus on attracting buyers to Valencia in June. Promotional invitation passes in nine European languages have been sent and handed out to over 2,500 potential visitors. Online pre-registration has also opened and the number of pre-registered visitors is continuing to rise. EFTTA has been working on a targeted promotional campaign to further attract Spanish and Portuguese retailers.

May 2010 Angling International

EFTTEX NEWS

New clothing and bait categories agreed for EFTTEX 2010 Awards

lothing manufacturers and bait makers will have their own categories at the 2010 EFTTEX Best New Product Awards. The announcement means that the Accessories category will now be limited to bags, luggage and terminal tackle. EFTTA Team and Membership Assistant Victoria Seymour told Angling International: “EFTTA felt it was important to recognise the vast number of bait makers that may not have been recognised in the past. We also wanted to create a distinct category for manufacturers of terminal tackle and genuine ﬁshing accessories. The hooks market, for example, is a major sector and we need to recognise that fact by giving the manufacturers an opportunity to showcase their products. Similarly, it’s important to give clothing companies a platform of their own.” There is an extra incentive to enter the

EFTTEX Best New Product Awards for 2010. All entries will be showcased within the July issue of Angling International, giving them increased exposure during the show. The issue will be handed out to all exhibitors and visitors during the show, as well as mailed to Angling International’s mailing list of 11,000 businesses. Details have yet to be ﬁnalised but each entry will be guaranteed editorial coverage within the showcase. In another change to the awards this year, EFTTA has announced a tightening-up of conditions of entry. Products must be “brand new to the tackle industry” so that the focus of the awards is on new launches at the show. Products will be judged on their inventiveness so entrants will be required above all to explain how they have incorporated innovative new thinking within the design and manufacturing processes of the products they show.

Angling International May 2010

A ﬁnal change sees entries limited to four per company across all categories, and no more than one entry per category. The closing date for entries is May 21, 2010. To submit your entry and for more details contact victoriaseymour@eftta.com

CATEGORIES FOR EFTTEX BEST NEW PRODUCT AWARDS • Best New Rod • Best New Fly Rod • Best New Fly Reel • Best New Spinning Reel • Best New Multiplier Reel • Best New Fly Line • Best New Monoﬁlament Line (Must be EFTTA Approved) • Best New Braided Line • Best New Hard Lure (Wobbler style) • Best New Soft Lure (Soft Plastic style) • Best New Metal Lure

• Best New Accessory (includes bags, luggage and terminal tackle) • Best New Carp Bivvy/Shelter • Best New Clothing (includes waders and footwear) • Best New Soft/Dough Natural Hook Bait • Best Angling Person of the year 2010 • Best Press Release • Best Stand over 30sqm (All stands are automatically entered) • Best Stand under 30sqm (All stands are automatically entered)

ENTER YOUR PRODUCTS NOW! CLOSING DATE 21st MAY

Scandinavia a key target for Seanox

e would be delighted to come away from EFTTEX with new distributors for Seanox in Sweden and Norway.” So says Jean-Didier Raby, the man behind the fast-growing sea ﬁshing brand owned by French company Amiaud. In just two years Seanox has built a strong reputation for quality to match Amiaud’s other highlyregarded brands, Carp’o and Pike’n’Bass. Now after strong sales in France, the time is right, says Raby, to expand further, with Scandinavia a key target. “Of course, when we are in Valencia we would like to talk to distributors from all over Europe, but I think Seanox will prove particularly enticing to buyers from Scandinavia,” adds Jean-Didier. The Seanox range is vast, as one look at the online catalogue on the Amiaud website will conﬁrm. New products for 2010 include

stainless steel rod/outrigger holders, foldable anchors in galvanised steel, line winders, a surf casting tripod, nets, trolleys, baskets and sunglasses. “All our products are made in France to an exceptionally high standard using the best stainless steel,” continues Jean-Didier. “And we can deliver in Europe in days rather than the weeks it takes for Far Eastern manufacturers.” And there is something else that sets Seanox apart: customisation. “Because everything is made in France we can easily customise our products to match the needs of our customers,” explains Jean-Didier. “Take our popular rod holder. It holds four or six rods but we can easily customise it for eight if that’s what the customer wants. We’d be happy to discuss all this with buyers at EFTTEX.” Over 35 years Amiaud has built a formidable reputation for supplying French

Below: the popular Seanox rod holder is one of the products Amiaud is happy to customise for buyers.

anglers with innovative and comfortable products. 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 will be showcasing products from all three of its brands, including the famous Carp’o rod pod, its original carp rod, and the new Carp’o bait boat (see Angling International March issue). Amiaud is intent on reaching all the countries in the European Union as well as penetrating territories further aﬁeld.

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Tel +33 2 51 07 89 94 Email export@amiaud.net Website www.amiaud.net

Snowbee boosts its lure and sea team ahead of the show Snowbee will not just be showing new product at EFTTEX, it will also be unveiling a new member of the team. Nigel Bracey has joined the UK company as Business Development Manager for its expanding Sea and Lure departments and will be in Valencia in June to meet customers. Snowbee, traditionally strong in waders and fly fishing equipment, is enjoying hugely positive sales across its entire portfolio this year, and has brought Nigel on board to further boost the profiles of its popular Sea and Lure ranges. The Sea range includes the elite Snowbee Deep Blue brand plus Accurate reels and Shout hooks, which Snowbee distributes in the UK, while Snowbee has recently strengthened its place in the lures market by being appointed distributor for the successful Smith brand. Snowbee will be at EFTTEX to meet its distributors from Europe and beyond. It views the show as the perfect place to discuss plans with current partners as much as secure new

“EFTTEX gives us the chance to discuss plans for the coming year”

business. Says Sales and Marketing Manager Simon Kidd: “EFTTEX is the show where we look forward to meeting up with the majority of our export distributors. It gives us the chance to discuss plans for the coming year. Of course, we will be showing new products but we also see it as an opportunity to talk over new initiatives and discuss new developments.” The social dimension of EFTTEX should not be overlooked either, adds Simon. “Whilst there will be a lot of serious business to discuss throughout the show, you cannot overlook the beneﬁts of some sensible social time for getting to know your customers better. In our experience many positive discussions can take place outside of the exhibition hall,” he says. Nigel joins the company with a wealth of experience behind him including in retail in the UK plus positions with Masterline and more recently with Shimano where he was strongly involved with Rapala. Apart from his involvement in product development in his key departments, he will also pick up the South and South West sales territories for the Game and Sea divisions in the UK. He can be contacted directly on +44 7748 107268.

Snowbee’s new recruit Nigel Bracey (left) with company MD Russell Weston.

MAKE CONTACT BEFORE EFTTEX Tel +44 1752 334933 Fax +44 1752 334934 Email ﬂyﬁsh@snowbee.co.uk Website www.snowbee.co.uk May 2010 Angling International

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The speed bait boat is certainly one of the most reliable and powerful bait boat on the market. Conceived and manufactured by AMIAUD, this assembly included the best of technology and component. Its hull is made with polyestere for an extraordinary solidity and a longer durability. The profile of the hull has been designed to provide a high stability on water and an excellent slip. The speed bait boat is very easy to operate even in the night with its light system very visible or at long distance. The system of dropping of the bait is carried out by an endless screw for an extreme precision impossible to obtain with a trap door and this with every kind of baits.

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EFTTEX NEWS

Vega unveils new ranges in Valencia

ega, the fast growing Portuguese company, and eastern European has promised a strong presence in countries. Valencia, where it will unveil the latest Also on show in developments in its range. The company, Valencia will be Vega’s which has been developing an ambitious new reels, including European expansion strategy in the last few years, will the BL700, and the reveal its new jigging, spinning and carp fishing ranges. company’s latest These are sectors in which Vega believes the time is Team Vega seatbox. right to make serious investment, leveraging partnership “In Valencia, visitors dynamics with its distributors from Hungary, Bulgaria, can expect to find all the On show: the new Greece, Spain and other countries where these techniques new Vega concepts and BL700 reel. have been growing in popularity. developments, where The Portuguese brand, which has markedly increased design and innovation are its business in recent years in Europe, is now committed the watchwords, maintaining the brand commitment to constantly improving its range by developing products to high quality that anglers throughout Europe have that can fulfil consumer needs in each country where become accustomed to,” Vega CEO Jorge Mourinho they are already active. This has been supported by told Angling International. increased investment expertise, raw materials and EFTTE development technologies. MAKE CONTACT BEFORE EFTTEX NUMXBSTAND The result of these investments will be revealed at Fax: +351 219 617455/6 ER EFTTEX where the company intends to meet its Email: paulo.soares@mundinautica.com partners and pursue contacts with possible new Website: www.vega.com.pt distributors, particularly from the UK, Netherlands

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Thinkfish targets European markets Spanish company Thinkfish will be exhibiting at its first EFTTEX in Valencia in June, but it is already convinced that it will not be the last. Making its EFTTEX debut: the Bold reel.

products – its Bold semi-automotatic large arbor reel, Czech nymph rods developed in a joint venture with Maxia rods, and Thinkfish Eyes, sunglasses produced in collaboration with Swedish company Multilens. “We are confident that the new technology we will be introducing will enable us to reach agreements with distributors and dealers in Europe and on other continents. Europe is the target for 2010 and in 2011 we will focus on the USA and Japan and then the rest of the world. “We are always happy to accelerate our distribution plans in a particular territory if there is sufficient interest in our products. This is currently happening in New Zealand and Australia.” Thinkfish is also in the process of developing ten more new products but, like the Bold large arbor reel, which took four years to reach market, each one must meet the company’s strict four-point criteria of innovation, quality, design and functionality before being launched into the market for which it has been designed.

“Once we had launched our first product the aim was to quickly reach the market and we are aware that EFTTEX is Europe’s most important angling fair,” says Director Luis Agueria. “Our goal is to distribute in all European countries so I am sure we will be back in the future.” MAKE CONTACT BEFORE EFTTEX The Thinkfish team of fly fishers, engineers and Tel: +34 619 594 279 designers is proud of its tackle technology and its Email: export@thinkfishworld.com prime objective in Valencia will be to showcase this Website: www.thinkfishworld.com to prospective customers through three main

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EFTTEX NEWS

P-Line puts faith in Stop Glue

top Glue, a welding system enabling the fusion of nylon, ﬂuorocarbon and braid through special tube connectors will be among the innovative new products being shown by P-Line Europe in Valencia. The Italian company has already presented the product at The Fishing Show in Bologna in February and will continue to build on the launch at EFTTEX in June. “Our products are created only after exhaustive research and observations of what is happening in the market,” said P-Line’s Maurizio Pucci. “Stop Glue is the result of three to four years of hard work and enormous investment in research and tests. We

success with leader materials only put it on the market when it reached such as CFX 100% Fluorocarbon perfection.” and CXX leader material, perhaps P-Line Europe was founded just three years its biggest seller. For the future, it ago but has the experience and reputation is working on further improveof G.Pucci & Sons Inc, the US owner of the ments, but politely declined to P-Line brand, behind it and is intent upon reveal details just yet to Angling establishing a strong position for itself in the International! European market. With good margins on offer, The company is best known for its fishing a strong distributor network in lines and is fast creating a reputation as a place and the assurance of adverproducer of upmarket though competitively tising support, P-line looks well priced nylon, fluorocarbon coated, 100% placed to grow market share. It fluorocarbon and braided products. “The is currently seeking to cover all European customer base is divided between eastern Europe and also further anglers content with ordinary lines and those exclusive distributors in France, wanting technologically advanced products. Above: P-Line’s Maurizio Germany and the UK. It is no coincidence We are interested mainly in the latter,” conand Stefania Pucci. “We that its first European catalogue carries prodtinued Maurizio. waited until Stop Glue uct information in the languages of all these “We are a brand which from the beginning reached perfection.” countries, as well as Italian. has invested in research and development and is concerned only with innovation. In the Eighties it was P-Line Original, perhaps the EFTTE first line with two components, CX Premium, MAKE CONTACT BEFORE EFTTEX NUMXBSTAND one of the first fluorocarbon coated lines, and Tel +39 0583 709036 Fax +39 0583 707488 ER Floroclear, which brought together strength Email p-line@p-line-europe.com and softness.” Website www.p-line-europe.com More recently, the company has found

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Fishouflage arrives with European expansion in mind Fishouflage, the lifestyle camouflage concept that has taken the US by storm in the past year, has made its first bold step into Europe by agreeing a licensing partnership with Sioen Baleno, the clothing manufacturer. The alliance marks the beginning of a long-term strategy that the Wisconsin company hopes will grow the brand throughout Europe and which will also see it exhibiting at EFTTEX for the first time in June. Paul Bernegger, President of Outdoor Identities, owners of the Fishouflage brand, told Angling International: “We hope to open a market and establish a following in Europe by working with the right partners. It’s not about force-feeding the concept but rather about being associated with quality products

and partners who will be able to do a great selected manufacturers in the US, where it job for themselves and our brand. is enjoying substantial success, as evidenced “We are seeking manufacturers who by its popularity at the recent Bassmasters. understand the ethos of Fishouflage, which Europe was “always going to be the next is that it is more than just another camo but target” and exhibiting in Valencia is a key part rather a lifestyle choice that identifies us as of the plan. anglers. It is important to get these founda“We’ll be in Valencia in force and are entions right and Sioen Baleno were always on thusiastic to talk to other potential licensees,” our priority list.” continued Bernegger. “We are structured The seeds of the agreement were sown at strictly as a licensing company and are open Paul Bernegger: “We last year’s EFTTEX in Budapest, where to different working agreements. We are not want to associate with visuals were introduced to Baleno’s Product looking for exclusives but keen to explore quality products.” and Export Manager Kasper Tindemans. opportunities with different partners.” “I’m very excited by using Fishouflage Fishouflage will be taking its four original in our clothing ranges, not just for fishing patterns – bass, walleye, crappie and musky but also as a leisurewear statement,” said – to EFTTEX, as well as showcasing its new Tindemans. “Right now I am having samples European patterns for carp, zander and pike. made up to show some of our European Future plans include expansion into patterns customers. Fishouflage is here to stay and for other European species. we are delighted to be the first European MAKE CONTACT BEFORE EFTTEX licensee. Being in at the start can always EFTTE Tel (USA) Paul Bernegger +1 920 757 1188 be a leap of faith but this is clearly NUMXBSTAND Email paul@outdooridentities.com going to have a very long lifespan and ER Tel (Europe) Chris Leibbrandt +44 1684 296695 we intend to benefit from that.” Email info@charismaticmarketing.com The brand, launched at ICAST last Website www.fishouflage.com year, works with major retailers and

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Angling International May 2010

EFTTEX NEWS

‘Best year ever’ delights Fladen

wedish manufacturer Fladen Fishing enjoyed its ‘best ever’ year in 2009 and is hoping EFTTEX will propel it to even greater heights in 2010. Rather than focus solely on unveiling new items at the show, the company will be bringing almost its full range of tackle and equipment to Valencia. And it’s a date in the diary that boss Per Henrik Bengtsson wouldn’t miss at any cost. “We have been to every EFTTEX since 1984 – it’s a huge event for us. We have found most of our bigger export accounts at the show over the years, and it’s an extremely useful event for meeting new customers,” Per Henrik told Angling International. “As always, we will be displaying most of our products. Unlike some, we don’t use shows to introduce new items. Our customers choose us because we have a wide range of ﬁshing tackle, ﬂotation wear and marine

items. The whole concept attracts customers – not individual items. “It involves plenty of work and cost, but if people travel to visit the show I think they deserve to see actual products and not only photos,” he added. While many other companies have had to tighten their belts over the past twelve months, Fladen has taken the opposite approach and is confident its bold stance will pay off. “Last year was our best ever because our products are priceworthy and offer good value for money when budgets are tight. We have the impression that the fishing tackle market is not so badly hit by the recession as other sectors, and we are continuing to grow. We have just finished an extension of MAKE CONTACT BEFORE EFTTEX our warehouse to increase our capacity Tel +46 340 62 00 05 Fax +46 340 62 00 14 by a third and are hoping for big things Email info@fladenfishing.se in 2010.” Website www.fladenfishing.se

Holly Kudos makes debut

There will be a new kid on the block at this year’s EFTTEX show as Chinese company Holly Kudos makes its debut in Valencia – and they mean business. Specialising in carp and match tackle, Holly Kudos has already made quite an impact in China after appearing at the China Fish show with better than expected results. Growth has been impressive, coupled with strong turnover ﬁgures. It makes EFTTEX the next logical stop-off, as Marketing Manager Lucas Van Der Geest explains. “I think we put ourselves on the map at China Fish and EFTTEX can only help strengthen our relationships with existing customers and recruit new wholesalers into the bargain,” Lucas told Angling International. “One of the main reasons for attending the show is to attract new wholesale outlets as opposed to retail shops. For that reason we will be exhibiting only a small amount of product as a taster.” The Holly Kudos cards are kept equally close to the chest when it comes to what will be on show. All Lucas is

giving away is that improving and extending their carp and catfish ranges will be their main focus along with a healthy matchfishing presence. “We will have new innovative products on show – what point is there in going to EFTTEX otherwise?” Lucas explained. “We’re an OEM manufacturer aiming at medium and large wholesalers who tend to place orders fast and in decent quantities. They’re also demanding when it comes to quality and packaging so that keeps us incredibly busy. Growth and turnover are already expected to expand this year and EFTTEX can only help fuel that.” This won’t be the first show for Lucas though. He has attended before with another Indonesian company but believes Holly Kudos can really benefit from Valencia. “Holly Kudos is fast-growing with a vast range and a team dedicated to innovation, perfect for the challenge I was looking for,” Lucas added.

MAKE CONTACT BEFORE EFTTEX Tel +86 511 82273072 Fax +86 511 86816788 Email info@hollykudos.com Website www.hollykudos.com

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EFTTEX NEWS

Aqua Sports expands range

qua Sports is looking to reinforce its strong position in the European market for waders and ﬁshing footwear by revealing a host of new items at EFTTEX. The Korean company is famous for its extensive range of high-quality breathable waders but has expanded its portfolio of products recently and is hopeful of a strong showing in Valencia. “We have several new items to introduce at EFTTEX, mainly centred around our expansion into the ﬁshing clothing market. We are known as a specialist manufacturer of waders, so

MAKE CONTACT BEFORE EFTTEX Tel +82 51 621 6001 Email aquaz@aquaz.co.kr Website www.aquazﬁshing.com

they will be a big part of our display, but our wading shoes and floating vests are very popular and I expect a lot of interest in these items too,” Brandon Hwang, Aqua Sports’ Managing Director told Angling International. Like many of the exhibitors, Brandon believes the market is showing definite signs of a revival after a difficult year, and is looking to leave EFTTEX armed with a list of new contacts. “Although we are the market leader at home, we concentrate our efforts on the European market, and EFTTEX is one of the major shows in the calendar for us. It’s clear that business across the sector has been quite slow during the economic crisis of the past year, but many of our customers are still performing strongly. I’m looking forward to expanding our distribution channels in Valencia and meeting some quality buyers.”

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Fish&Flylauncheswebcams Online publisher Fish & Fly has teamed up with Farson Digital to bring live river pictures to UK anglers’ computers and mobile phones. The webcam network will provide an insight into water levels and conditions. Dr Colin Bradshaw, Technical Director of Fish & Fly, said: “In the river ﬁshing world this is truly important

Angling International May 2010

information, particularly in salmon ﬁshing. These webcams not only show the conditions, but also display the trends over the last 24 hours. They will provide perfect information for visitors to our Where to Fish and Atlas websites.” For more information on Farson Digital visit www.farsondigital.co.uk.

Extreme Fishing targets Spain Extreme Fishing will be introducing new models, sizes and colours of its popular lure range when it exhibits at EFTTEX in Valencia. Using the experience of exhibiting at Budapest, the Russian company will focus only on lures that have most attraction for the international market. Having successfully concentrated on his Nano Edition last year, owner Vitaly Pchelnikov with place emphasis on the bigger Giga range. He will also be

showcasing Extreme’s Bi-Plate Technology, a galvanic lure coating process involving multiple layers of metal that make lures more durable, offer various colour combinations and reflect light in a way that resembles fish scales. Pchelnikov believes his products are ideally suited to fishing in Spain and Portugal and expects big interest from the Iberian Peninsula. He is also hoping to develop relationships with distribution companies

Extreme Fishing’s high quality lures are ideal for Iberian waters, believes Vitaly Pchelnikov.

from Germany and the Nordic territories. Pchelnikov is a supporter of the EFTTA policy to move the show around Europe and believes Valencia will prove a popular venue. “It is a good choice for business and also an attractive location,” he said. To arrange a meeting at EFTTEX or for more informtion email extremeﬁshing@mail.ru

May 2010 Angling International

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

at Angling rs ito ed t uc od pr e th th on m Each t exciting new International select the mos To help you t. ke ar m to t gh ou br g in be le tack customers, we decide on their appeal to yoeurmanufacturers so will include insight from thss immediately. you can start doing busine

products you need to know about

A hard wearing, all-metal spinning reel from Penn The Penn Atlantis all-metal spinning reel is built for hard ﬁshing in inshore or offshore waters and features an innovative rear maintenance hatch allowing access to key internal parts for lubrication. The reel comes in four different sized models, the 2000, 4000, 5000 and 7000. A spare standard aluminium spool is included. What the makers say: “The Atlantis is constructed with a diecast aluminium frame, rear cover and rotor. Other top features include an indestructible spool lip made from a proprietary alloy that resists dents and scratches, the HT-100 Penn power drag system with permanent anti-reverse and 10+1 stainless steel bearing system.” Business contacts Tel: +33 450 967 700 Website: www.eu.pureﬁshing.com

The Penn Atlantis is built for hard ﬁshing in inshore and offshore waters.

Rod belts from the neoprene kings Neoprene wader specialist Behr Angelsport, which counts some of the biggest names in the trade among its customers, also manufactures other neoprene products, including its best selling rod belts. Behr makes these in various designs, dimensions and colours to customer requirements. What the makers say: “Behr Angelsport uses OPP self-glueing bags for the outer package and the rod belts are packed two pieces to a bag. The price for a pack of two is very attractive and depends on the order. There is a minimum order of 1,000 packs of two. Contact us for more information on price and delivery times.” Business contacts Fax: +49 6203 923 874 Email: export@behrﬁshing.de Website: www.behrﬁshing.de

Angling International May 2010

Good looking, highly functional sunglasses from US specialists The new Sea Star is among several new sunglass models added to Flying Fisherman’s Action Angler Collection. The popular range comprises 28 models all designed with the needs of sportfishing in mind and all priced at under $30. What the makers say: “Sea Star is semi-rimless with mirrored lenses, combining sporty looks with optimum functionality. The wrap style provides full coverage and the rubber and temple pads ensure a ‘stay put’ fit and prevent slipping. Sea Star is equipped with Flying Fisherman’s trademarked AcuTint lens colour system.” Business contacts Tel: +1 305 852 8989 Email: info@flyingfisherman.com Website: www.flyingfisherman.com

3 Tough gloves for adults and kids The Xtreme glove is designed specifically to make fishing safer and more comfortable for both angler and fish. The Original is a two-finger design with leather protection for thumb and forefinger. The tougher MaX model is a four-finger design with added protection. Sold as a single or pair, its fast-drying qualities are ideal in cold weather. The Kids glove is designed to give children the confidence to handle fish. What the makers say: “Our gloves are worn by anglers all around the world, including four time Bassmaster Classic champion Rick Clunn. We are the only company in the world providing hand protection for children and are the official glove of Disney’s Bassmaster Fishing Excursions.” Business contacts: Tel: +1 334 313 2201 Email: lynn@xtremeglove.com Website: www.xtremeglove.com

Another instant Sébile classic When Sébile describes its Koolie Minnow BRL (Big Round Lip) as second to none in the crankbait world, then it’s well worth listening. Only lures that satisfy Patrick Sébile’s own high standards under ﬁeld test conditions make it to the production line. What the makers say: “The Koolie Minnow’s unique, round lip design creates a wide, rolling wobble, resulting in a highly visible action that is particularly effective for trolling and cast-and-retrieve. Erratic twitches and pulls add to the attraction. In addition to striped bass, muskies and pike, watch out for big walleye, trophy largemouth bass and European seabass.” Business Contacts Tel: +1 843 200 5044 Email: bstockhaus@sebile.com Website: www.sebile.com

5 The Measom Freer range grows!

Measom Freer has added a new 350ml bottle to its popular Metric range. Colours are available to order and a wide variety of caps and spray/gel pumps are also available. This range now boasts 15 sizes ranging from 2.5ml to 500ml, complementing the company’s 21 bottle ranges available from sizes 2.5ml to1 litre. What the makers say: “Our bottles are ideal for additives, flavourings, attractants and other liquids. In addition we have a vast range of boxes, fasteners, measures and scoops available off the shelf, as well as flip caps, dropper caps, screw and snap-on caps. We offer bespoke product design and a printing service for bottles and ancillary products. A flexible minimum order quantity of a single box means minimal lead-times, optimising your cash flow and stock management.” Business contacts Tel: +44 116 2881588 Fax: +44 116 2813000 Email: sales@measomfreer.co.uk Website: www.measomfreer.co.uk

products you need to know about

Big game rods from Omoto that can handle any species Omoto’s saltwater GT rod series is designed for traditional big game anglers. Each rod blank is carefully selected for its specific action and application and is complemented by a distinctive hand wrapping pattern and high-quality Pacific Bay components. What the makers say: “The finished rods are perfectly constructed and balanced for various styles of big game fishing. The Omoto GT series offers the best rods available to handle any species.” Business contacts Tel: +88 64 221 55958 Email: omoto@omoto.com.tw Website: www.omoto.com.tw

The GT rods feature a distinctive hand wrapping pattern.

Northland’s ‘perfect hair jig’

Buck-a-Roo™, the new premium hair jig from Northland, features a sculpted minnow jig head, Mustad Ultra Point jig hook and hand-tied BaitFish-Image™ minnow patterns that mimic prey species such as live shiners, perch, chub, sunfish and crayfish. The natural bucktail hair jig comes in five sizes and eight hatchmatching colours. What the makers say: “Never before have so many select lure features come together in one perfect hair jig, creating an incredible undulating action that is superior for vertical jigging, casting or dragging over the bottom. Tipped with livebait, pork, plastic or fished plain, walleye and bass slurp them up.” Business contacts Tel: +1 218 751 6723 Email: norfish@northlandtackle.com Website: www.northlandtackle.com

A power-packed power-p fly fishing reel Bold is the new fly fishing reel from Spanish company Thinkfish and is the result of four years of research and development, prototypes and field testing. The large arbor reel has spools diameters of 5.5cm (internal) and 8.9cm (external), much larger than most other reels in the category. What the makers say: “The retrieve ratios achieved with this reel places Thinkfish technology as the fastest on the market. Species including rainbow and sea trout, grayling, grey mullet, barbel and carp – some of them exceeding 70cm long – were used to test the effectiveness, power and progressiveness of the drag under massive force.”

Business contacts Tel: +34 619 594 279 Email: export@thinkﬁshworld.com Website: www.thinkﬁshworld.com

Tournament-grade rnament grade shock leader

The new Hyperfluorocarbon 3Core from Parallelium is a tournament-grade shock leader that utilises a three-structure extrusion process and combines a number of vital attributes in one line. It is available in 30m spools. What the makers say: “This 100% pure, next generation fluorocarbon is stronger, more abrasion-resistant, more sensitive and more durable than any other fluorocarbon line on the market. It is also fast-sinking, totally waterproof and virtually invisible under water. 3Core is EFTTA approved and is perfect for anglers looking for a super-soft, UV proof, low stretch product that makes knot-tying easy.” Business contacts Tel: +33 478 448 637 Email: contact@parallelium.com Website: www.parallelium.com

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