Angling International Magazine - November 2010 - 34

CARP SPECIALISTS The sector in READY FOR BATTLE focus p27-40 November 2010 Issue 34

AN FORBES DP N T E R W NOWD TO O E L I S A M D + 0 U ,00SSES 11 E C N BUSIUND THE T S ARO ORLD W

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

AN FOR BES DP N T E R NOWD TO W O MAILE 0+ S D 0 0 , U 11 ESSEHSE N C I S U B UND T T S ARO ORLD W

THE RISE OF A US specialist NATURAL SCENTS shares hares its plans p4 p 42 p42 November 2010 Issue 34

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

EUROPEAN TRADE NEWS Snowbee targets sea fishing sector Its first full range will feature its own machined reels p44

Parallelium launch in Germany The French line company seals key distribution deal with Think Big p18

EUROPE’S CARP COMPANIES:

‘Let the battlebegin’ Why the sector’s specialists are relishing increased competition from the industry’s global giants.

Reaction from Carp Zoom, Prologic, PB Products, Sportcarp, SPRO and more.

ANSPO expo bounces back

Improved German show impresses trade p10

PLUS ALL EYES ON 3M

SPRO signs EFTTA Is the Ross Reels deal the start of something much, much bigger?p6 Line Charter “This time EFTTA is clearly serious. It means business,” says Pascal Vermeulen p47

DID DENVER DELIVER?

The verdict from the fly fishing sector is in, but is it good news? p23

NOVEMBER 2010

Benvenuto,Bienvenida Bienvenue,Willkommen Was it the answer to the fly fishing industry’s dream? No. Was it a big positive step towards better things? Most definitely yes! Less an obituary, more a coming of age party.

The inaugural IFTD show was light on visitors and some big exhibitors were notably absent.

It was not a big show. Given a lingering recession and, generally speaking, a flat market, no one should be surprised.

But there was, as my American friends would say, ‘mojo’ – a feelgood factor that most attendees agreed has been missing for some time, a tangible desire for AFFTA to succeed. Read exhibitors’ views on page 25 and you’ll see what I mean.

This rallying round the flag is great news for AFFTA, because let’s remember the bigger picture here.

The mission of everyone involved in the sector is to grow the sport, and IFTD is only one (albeit important) part of that.

So what of the no-shows? The absence of companies including Simms, St Croix and G.Loomis was seen by some as a way of enforcing change. More however saw it as a failure to support the industry, to be part of the problem rather than part of the solution.

What was more contentious among booth holders were those companies who failed to take booth space but didn’t have the conviction to stay away, choosing to do business in the aisles or hotel suites. Not the actions of someone right behind the industry.

There was plenty good about this show, not least the level of new product. There are too many to mention here but random

highlights would certainly include Redington’s Sonic Pro Waders, the Orvis Access rod series, fibre glass rods from Scott and Cortland, the competitively priced Aqua Nova fly lines from Northern Sport, Tibor’s sealed drag Signature reels, Fishpond’s waxed bags, Scientific Anglers’ Mastery Textured lines and Hardy & Greys’ Sintrix rods, a feature of arguablythe busiest booth during the show.

So can IFTD continue the gathering momentum in New Orleans 2011? For that to happen the trade must accept that there is not a ‘one size fits all’ solution to location and timing and commit to the overlying mission of supporting the industry – and therefore the show.

Mel Bagnall mel@angling-international.com

Meet the makers of Angling International...

MEL BAGNALL, PUBLISHING EDITOR Mel’s vast experience in the angling industry includes six years as the publisher of UK company Emap’s angling business. He began his career on Angling Times where he was reporter, feature writer, sub editor and news editor, and was also assistant editor of Sea Angler.

He has worked in magazines for more than 36 years.

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

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

LUCIE HENTON, INTERNATIONAL COMMERCIAL DIRECTOR Lucie can call upon seven years’ experience of delivering commercial solutions for angling clients.

Czech-born, she is also familiar with other eastern European languages. Call her to discuss your advertising needs and to find out ways to promote your products in the magazine.

MAGAZINE CREDITS Angling International magazine is published by Top Corner Editorial and Design Limited. 4 Milnyard Square, Bakewell Road, Orton Southgate, Peterborough Cambridgeshire, United Kingdom, PE2 6GX • International Commercial Director: Lucie Henton; lucie@angling-international.com; Tel. +44 7825 999230; Fax +44 1225 760249; Skype lpetrickova • Publishing editor: Mel Bagnall; mel@angling-international.com +44 (0)1733 392 977 • Editorial director: Rob Carter; rob@topcornered.co.uk • Art Director: Keely Docherty-Lee; keely@topcornered.co.uk • Designer: Kate Holt; kateholt@atgraphicsuk.com • Database Manager: Graham Goor; grahamgoor@atgraphicsuk.com • Colour reproduction: AT Graphics UK Ltd, Peterborough, Cambs UK • Printed by: Warners Midlands plc, Bourne, Cambs UK • Subscription enquiries: enquiries@angling-international.com •THANKS THIS ISSUE GO TO: Jean-Claude Bel, Antonio Conte, Valérie Darnis, Graham Goor, Tomas Hrachovsky, Kate Holt, Jose Jaakkola, Szilvia Jakab, Sue Johanson, Joanne Johnson, Tom Legge, Istvan Pal, Martin Post, Sabrina Preuss, Linda Sheldon, Pam Thomas, Sean Wheatley, Tommaso Zorzoli. ● Nopartofthismagazinemaybereproducedwithoutthepermissionofthepublisher.Themagazineassumesnoresponsibilityforthesafetyofcontributions,althoughallreasonablecarewillbetaken.

November 2010 Angling International

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

3M CONFIRMS SHOCK DEAL FOR ROSS REELS Surprise acquisition could be the beginning of something much bigger. “I can’t believe they will stop here,” says one competitor. “We’re very excited,” say Jeff Wieringa.

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lobal US corporation 3M, owner of prestigious fly fishing brand Scientific Anglers, has sent tremors through the fly fishing market with its acquisition of Ross Reels, the Colorado-based manufacturer.

Prior to the purchase, Scientific Jeff Wieringa of Scientific Anglers was the $23 billion Anglers: “The news has been very well received.” company’s only fishing business.

But the question now being asked is, will this mark the beginning of a much bigger acquisitional strategy that could potentially re-shape the fly fishing market, and maybe the whole recreational fishing industry?

3M is a leader in scores of markets from healthcare to highway safety, but this is the first positive indication that it is serious about growing its influence in angling. Angling International understands that the company has shown more than a passing interest in buying other fishing businesses.

“At the moment fishing is a small part of their business, but I wouldn’t be surprised by anything,” observed Richard Sanderson, Managing Director of iconic fly fishing company Hardy & Greys. “Perhaps they feel it is time they made an impact globally.

“Bolting Ross Reels on to their business makes a lot of sense, but it could signal a bigger opportunity to continue that expansion into fly fishing. I can’t believe they will stop with Ross Reels. It makes no sense.

“3M appears very loyal about American companies and it wouldn’t surprise me if, once they have pulled together a strong US business, they begin to take it global.

Right: Ross Reels and Scientific Anglers both exhibited in Denver and are now both under 3M ownership.

“If they decide that fishing is core to their operation they could very easily put together a $300 to $400 million business. Most of the big fishing tackle companies will be anxiously asking the question, do 3M mean business?”

Ross Reels produces high quality fly rods, complete fly fishing outfits, rod cases, fishing pliers and other outdoor products. Established 37 years ago, the company employs around 25 people at its Montrose, Colorado operation.

Through its Scientific Anglers brand, 3M markets a wide range of fly fishing lines, including its admired Sharkskin series, and is reportedly the source of the new resin technology behind the recent launch of the ground-breaking SinTrix rods from Hardy & Greys and the NRX rods from G.Loomis.

Business Development Manager for Scientific Anglers, Jeff Wieringa, told Angling International that the deal was a well-kept secret. “Nobody really knew about it until the announcement, when there was shock and awe. Ross is in the top three fly reel brands and we’re very excited. The news has been received very well. Nothing has been made official but my understanding is that Ross will retain its brand identity.”

“NOTHING IS OUT OF THEIR REACH” Ask anyone to name the biggest brands in the industry and the usual names will come to the fore – Shimano, Pure Fishing, Daiwa, Mel Bagnall, Editor Rapala and perhaps Angling International a few more.

But is all that about to change? 3M’s acquisition of Ross Reels suggests that it might.

The $23 billion technology company’s long-time ownership of Scientific Anglers has always seemed a little unusual. Not that there’s anything odd about the brilliant fishing products coming out of Minneapolis.

But why would a company of that nature have a solus fishing business?

Okay, President and CEO George Buckley is a fly fishing enthusiast, but from a business perspective it doesn’t add up.

The big question now is this – has 3M finally decided that fishing is core to its business? If the answer is ‘yes’ then nothing, but nothing, is out of its reach.

3M is in a completely different league to the recreational fishing industry. Buckley could buy most fishing tackle companies out of his salary! He runs one of the most profitable corporations in the world, frequently buying two companies a week and just as frequently disposing of million dollar companies because they don’t fit with the core business.

Ross Reels is a nice acquisition, an

admired company that makes good products. But in the context of 3M’s revenues it doesn’t register on the Richter scale and one wonders why, having decided to expand its fishing business, 3M would want to stop there.

It appears that it doesn’t. Angling International knows of at least one other high profile global company that has received advances from 3M – and an industry leader I have spoken to since the acquisition is convinced that 3M has one of the ‘big boys’ in its sights and is looking at most companies.

If 3M is getting serious about fly fishing – or recreational fishing in general – it has the financial and managerial resources, including a huge acquisition team, to become very big, very quickly.

And now is the time to do it. Pretty much every fishing tackle company is finding sales and margin growth tough as market conditions depress earnings.

You can bet that fishing business everywhere will be looking over their shoulders right now as they consider the strategic implications of the Ross deal.

November 2010 Angling International

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

Wake acquires Jigwobbler from FP Finland

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inland-based tackle company Wake Fishing has added the Jigwobbler brand to its lure business. Wake, which has a wide predator range including rods, reels, lines and soft and hard baits, has completed an arrangement to manufacture and distribute Jigwobblers under its own Wake brand.

An alliance between the two Finnish companies looked on the cards when they shared a stand at EFTTEX in Valencia in June. It subsequently transpired that a pre-contract agreement had been reached before the show and the final contract was signed in September.

Wake had previously been a distributor of Jigwobbler, a hybrid product combining the features of a jig and a wobbler in one lure. Jigwobbler was the sole fishing product of the FP Finland company and was invented by the company’s owner and co-founder Michael Brandt.

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“We were hugely impressed by this good-looking product that was doing good sales everywhere,” said Wake’s Managing Director Jose Jaakkola. “It also attracted a really good response at EFTTEX, attracting lots of serious enquiries.

“So we are delighted to acquire the business, which means we take control of everything – manufacture, distribution and packaging.”

The acquisition comes at an exciting time for Wake, which is fulfilling orders in many parts of the world outside of Europe, including Japan and Australia, and has also secured distribution for all of its products in the US, including a deal with the Tackle Warehouse.

However, it is still looking for good distributors in a number of countries and welcomes enquiries to info@wakefishing.com.

Because it is part-owned by its Chinese manufacturing arm, Wake is able to create customised products for different markets while maintaining tight

Angling International November 2010

control on manufacturing and shipping costs. The company is particularly well known for its special painting techniques with soft lures.

Jaakkola also explained that he is about to reveal a web-based programme that will allow his distributors to modify lures themselves.

Jigwobblers (top) will be added to Wake’s lure portfolio, which features a range of customised products (above) and has been selling well around the world.

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

Revitalised ANSPO expo may yet go annual, BVA confirms

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he introduction of a dedicated retailing section to Germany’s premier tackle show received an overwhelmingly positive reaction from organisers, exhibitors and visitors alike. The success of Anglermeile – a new retail initiative launched by German trade organisation BVA to complement last month’s 25th ANSPO trade expo – looks set to confirm proposals to make the event an annual fixture.

Its current format is every second year.

Show Organiser Dr Sabrina Preuss confirmed that retailers formed the majority of 610 visiting companies, drawn from 15 different nations with 29 representatives from the angling media.

“The Anglermeile 2010 fair was very successful.

All exhibitors gave us positive feedback and BVA members were completely satisfied. There are already plans to enlarge Anglermeile and its competence centre. I have started already to plan the next show.”

A decision on whether to host future shows in Kassel – and whether to take the leap to a yearly format – is due in mid-November when BVA next meet.

“Returning to Kassel was the right decision, appreciated by most visitors and also exhibitors,” said Sabrina, adding: “BVA members already debated last year the possibility of a yearly rhythm for a central ANSPO. Some exhibitors and members prefer the fair being arranged every second year, others ask for the yearly arrangement.”

ANSPO exhibitor Henk Bruins of Netherlandsbased wholesale operation Yaris Sports echoed Dr Preuss’s views. “Returning to Kassel was the right decision from BVA. It is the most central place in Germany with good motorway and train access, whereas the previous location, Mannheim, was not central at all.

“I was very pleased with the number of retailers that visited my booth and their reactions. Many people in the trade were surprised at the number of

Above and right: ANSPO and its new consumer show, Anglermeile, received positive feedback from the trade this year.

anglers visiting the new set-up with the Anglermeile and Competence Centre. Wholesalers and retailers felt this was a good move and should be continued or expanded.

“There were lots of info stands from the large German wholesalers supported by well-known fishermen in the field who could answer questions, show new products and techniques. This was a big success.

“Our main reason for attending ANSPO was to show our products and to explain co-operation possibilities to German retailers. We were content with our sales during the show and the large number of retailers we convinced to visit our showroom in Boxmeer which is five minutes past the German border.

“Our new predator brand ITT, set up with Bertus Rozemeijer, had lots of interest. Also our introduction of carp brand ACE to the German market, where retailers recognised the people who previously worked long years at Fox. “As to how BVA could improve ANSPO, my opinion will not be shared by everyone. But as a foreign wholesale company who does not have hotel shows in Germany, I am a strong supporter of having ANSPO every year at

“Taking the show back to Kassel was the right decision, appreciated by most visitors and exhibitors.” – Dr Sabrina Preuss

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Angling International November 2010

the same timing at the same location. I also hope BVA can convince such companies as Behr, DAM/ Svendsen and Balzer to again attend such an important event for our trade,” added Bruins.

Yet another trade figure full of praise for ANSPO 2010’s location and Anglermeile launch was Dieter Willenbruch, founder of expanding retail franchise operation Fisherman’s Partner.

“Kassel was absolutely right. Retailers know the place and see no difficulties to go there. Anglermeile with the retail section and competence centre was very well accepted too. As far as I know, the quantity of visitors was bigger than expected, and next year I would expect even more.

“It was our first time with a booth at ANSPO and we are quite pleased about the number of contacts we made. The BVA should continue this way. Until 2006 ANSPO was a show purely for German manufacturers or wholesalers. Yet now the interest for retailers plus quantity of booths has triplicated and the whole show looked much more professional,” he added.

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

Tru-Turn’s revival in Europe gathers pace

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ru-Turn, the ‘bent’ hook invented by the late John W. Campbell of Alabama, has long enjoyed huge popularity in America. But now the distinctive brand, celebrating its 50th anniversary this year, is opening up new markets in Europe.

Netherlands-based distributor Hengelsport AASPNP has secured the exclusive rights for Tru-Turn match hooks and was delighted with the reaction when it took them to the recent ANSPO show in Germany.

Anja van Assen, owner of Hengelsport AAS-PNP, had previously tested response at a regional show, and was encouraged to introduce them on a bigger stage. “We have adapted the packaging for Europe and sales have gone extremely well,” she told Angling International in Kassel. “We have picked up 40-50 retailers in the past few months and we expect to add to that after interest at the show.”

Hengelsport, which also includes French line brand Parallelium among its clients and is expecting

to conclude a deal with a top US lure brand in the near future, has sourced over a million packets of the hooks from America and is confident of prompt delivery into Europe.

But the extra demand for Tru-Turn hooks – and for a range of new colours – means that production of the match hooks has been transferred to Japan and new hooks will be available in January or February of 2011.

It is something of a comeback for Tru-Turn, which was first introduced to Europe some 20 years ago

by Mike Duckworth, the first EFTTA president. But when Duckworth retired, the hooks largely disappeared from the market.

“Anja is doing a good job expanding match hook sales in Europe,” said Export Manager Ron Stallings, who explained that while Hengelsport is the only company in Europe to have the match hooks, distribution for his company’s entire range across

the EU is managed by German company Think Big. “We are excited about the increasing demand.”

The popularity of the original Tru-Turn hooks laid the foundations for a multi-brand business known at TTI-Blakemore Fishing Group, managed by John W. Campbell’s sons, Wes (President) and Steve Campbell (Vice President). Brands including Daiichi, Xpoint, StandOUT, Mr Crappie and Team Catfish have been added to the line-up. The Blakemore Lure Company was purchased in 2004, bringing the famous Road Runner and Real Magic products into the portfolio.

Above: Tru-Turn hooks with their distinctive bend were once hugely popular in Europe. Now Hengelsport AAS-PNP is looking to grow the market for the match hooks once again.

TRONIX BRINGS HART TO UK

Tronix UK Ltd, the manufacturer and distributor of sea terminal tackle and owner of the Tronixpro brand, has been appointed as the sole distributor in the UK for international brand Hart.

The agreement was initiated at EFTTEX and lead to both companies sharing a stand at the UK’s Tackle and Gun Show, where products on display included the new Hart Bloody rod series for sea spinning and the Hart Revolution lure range, alongside existing Tronixpro sea products.

Tronix Managing Director George Cunningham: “EFTTEX “Tronixpro was recommended to me by Gareth was the key to this deal.”

Whittington at Truetackle, our Irish distributor,” explained Aike Klein, Sales Co-ordinator for the European distribution of Hart.

“I met Managing Director George Cunningham in Valencia and he has since been over to see our range. We were excited to join him at the UK show in October.”

Cunningham, whose business is based in West Sussex, explained that the Hart products he saw and handled at EFTTEX reflected a growing trend in the UK for bass plugging and spinning. “A number of manufacturers are now making tackle for this type of fishing so hopefully we are in at the beginning of something that is going to grow,” he told Angling International. “The October show will be the launchpad for bringing tackle into the UK. “I wasn’t very familiar with Hart products until I went to Valencia. This wouldn’t have happened if I hadn’t gone to EFTTEX.” Further information is available from info@tronixuk.com and evia@evia.es.

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Angling International November 2010

WHAT DID THE TRADE THINK OF THE IFTD SHOW? See p23

Promar targets Europe with its ‘virtually snag-proof’ nets Landing net design has come a long way since the days of knotty mesh, bulky frames and heavyweight handling. Now Promar believes it has raised the bar still further with its Promesh series.

The Californian company’s nets grabbed lots of attention at ICAST in July and the production values seem certain to meet the requirements of discerning anglers in Europe and beyond. Designed with the tournament bass and redfish markets in mind, the nets are also ideal for European species such as perch and trout.

The three-size, lightweight series is all about efficiency of use and functionality – with some style thrown in. The specifications listed below certainly make impressive reading. ● The hook-resistant, rubber-coated, knotless mesh (not a generic material but unique to Promar) is sure to find favour with a conservation-minded marketplace. ● All nets have telescopic, adjustable handles. In the two larger models, the handles can be detached by way of a two-pin yoke (many rival nets have a less durable, single-pin yoke).

● Handles and frames are in anodised aluminium. ● All hardware is saltwater resistant, with brass pins and stainless screws. ● An EVA soft-grip handle features on all models. ● The mesh size ensures low resistance when raking the net through water.

“These nets are not gimmicky, everything is functional,” explained Director of Marketing Jason Morton when he spoke to Angling International.

“They are phenomenal for stowing in the car or boat but their space-saving attributes do not mean we have compromised on strength.

“The nets are as close to snag-proof as you can get with such light netting. The netting is also considered ‘green’ – having been developed with the fish in mind as well as the angler. The fish can sit flat in the bottom of the net, safe from any damaging knots. It is perfect for catch and release.”

Promesh is positioned at price points that Morton believes the market has not previously been able to achieve for this level of quality and performance.

For further information call +1 310 515 8881 or visit www.promarnets.com.

THE THREE SIZES IN THE PROMESH RANGE • Promesh comes in three sizes and price points: LN650 12-16 inch frame/26 inch handle/14 inch deep net/ MSRP in US $29.99 LN651 18-20 inch frame/36 inch handle/19 inch deep net/ MSRP in US $54.99 LN652 22-24 inch frame/48 inch handle/24 inch deep net/ MSRP in US $59.99 • The handle can be detached from the frame in the two longer versions.

Better by design: the larger nets have detachable handles for easy storage.

November 2010 Angling International

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

Moscow show leaves trade feeling upbeat

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lthough attendance was lower than forecast, Russia’s 28th International Hunting and Fishing Show lived up to its billing with visitors from ten countries passing through Moscow’s All-Russia Exhibition Centre.

Dmitry Gorodkov, Deputy Director of show organisers Expodesign, reported a 40,000-plus turnout and

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confirmed the bi-annual event will return to the same venue from February 23rd to 27th next year.

“Our new format, including a B2B programme, was a success, and the Russian Salmon Foundation have said their conservation conference organised within the show proved to be quite popular and will be repeated at future fairs,” said Gorodkov.

“The Serious Tackle Awards will be presented at the next fair in February 2011, including the new Best Russian Producer.”

Vitaly Pchelnikov of Moscow-based lure fishing company Extreme Fishing, enthused: “The show was very, very good. We launched a completely new ice rod called Absolute Zero to very good feedback, even getting some orders right there which we usually collect after the show.

“We also made a special offer for waders, boots and jacket sets on really good prices as it is the end of the season here, and sold out all our stock. Now we are ready to launch a new collection at the spring show.”

Angling International November 2010

However, Pchelnikov expressed reservations about some of the show’s new attractions. “If some seminars were organised I did not hear about it. The announcements are a very weak point of the show. I believe we need a day for trade customers only then other days for consumers. We do not have time to talk B2B here,” he opined.

Oleg Harlamov of Latvia’s Izumi Fishing was also thrilled with the outcome of his second Moscow show in 2010.

“Both were a success for us. We can meet potential customers, wholesalers and agents plus sell to fishermen. Perhaps, in future, organisers could introduce a discount system for regular customers?” he said.

Another Moscow industry figure, Gleb Gorsky of RB Bait, said: “The show was quite fruitful for us. We were very busy as usual. It is good to meet our present customers personally rather than just by phone, Skype or email. Another positive was to make contact with new customers.

“It would be great to change the exhibition hall for a more modern one. Hunting & Fishing in Russia in February 2011 will take place in another hall, and I hope the September show does too.”

Above: Exhibitors reported strong sales and customer interest despite the lower than expected visitor numbers.

Daiwa:The EFTTA Line Charter ‘is good for anglers’ Daiwa, one of the world’s biggest fishing tackle companies, has put its shoulder firmly behind the EFTTA Line Charter, an initiative Daiwa’s Stephen McCaveny designed has described the initiative as to rid the a ‘must do’ for the industry. industry of misleading claims on line packaging.

The Japanese company’s decision to join other brands such as Pure Fishing, Shimano, Powerline, Parallelium, Sufix, Zebco and Climax, was first reported in last month’s Angling International.

Now the prestigious manufacturer has underlined its support of Europe’s trade body to eradicate the dishonest element among line manufacturers.

“The intention to clean up labelling has now become a ‘must do’ for our industry and we are certainly happy to have signed up to the EFTTA Line Charter,” said Stephen McCaveny, Marketing Manager for Daiwa in the UK. “The collective attitude to presenting true and accurate information is good news for those brands who have long been honest, but more importantly it is good for the angler.

“Throughout the years of trading in the UK we have grown our range of

monofil products based on the core principles of quality, performance and value. Our data has always been accurate, especially with items such as Tournament TFM, favoured throughout the UKSF scene, and Infinity Duo, which was the first carp line to abide by the IGFA rating system.

“We understand and support the drive by EFTTA. What matters most is that the angler knows and trusts what he is buying.”

German company Jenzi, and Netherlands manufacturer and distributor SPRO, have also also signed the charter as the movement to promote honest data on line packaging gathers real momentum. Jenzi’s Marcus Jensen said: “We sincerely hope that this move by EFTTA will be successful. In the past our business has probably suffered because we have been ‘too correct’ with our kg-test and diameters. But we always wanted to be honest.”

SPRO’s Pascal Vermeulen welcomed the fact that the line charter has “really taken off.” Speaking to Angling International he said: “There is a big force behind it – EFTTA really means business this time.

“It is important that the angler understands and appreciates the efforts we all put into this so that he buys certified lines rather than overstated ones.”

Read more about the EFTTA Line Charter on page 47.

November 2010 Angling International

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

Original SBS plans ‘revolutionary’baits Original SBS Ltd, the UK bait company owned by Des Taylor, has announced the launch of a number of new products for 2011 which Mr Taylor describes as including “some revolutionary Owner Des Taylor: “We are new ideas.” Among the very excited by the scope.” new selection is a series of products incorporating Biosource, a feeding stimulant developed in the US and made up of natural compounds which, say the makers, invoke an involuntary feeding response among a wide group of species. “We have signed an agreement with the suppliers giving us European rights,” explained Mr Taylor. “These match and big fish baits are made by us in the UK. We are very excited by the scope for a bait that will also prove useful for fishery management.

We see further potential in the development of these products over the next year.“ Further additions to Original SBS Ltd baits

include The Phaze, a boilie designed to meet the needs of carp anglers visiting waters in mainland Europe. The selection includes method mixes, dips, pop-ups, PVA mixes and groundbaits under the same label.

Thoroughly tested on French, German and UK lakes, the baits will be available in 2011.

The Oxford Mix is another new boilie, originally developed for use at Oxford’s Linear fishery. The bait’s success has generated extra demand and it will reach the market early next year.

Original SBS is also adding Gel Baits to its portfolio as one of the UK distributors. The jelly-like boilie can be used as a hookbait or as an attractant in PVA bags and feeders for all species. “Well-known carp expert Frank Warwick is the name behind the bait, which has been used to devastating effect,” said Des Taylor. “This is a revolutionary idea which does what it says on the packaging by taking fish attraction to the next stage. It is also fully biodegradeable and non-toxic.”

Details from sbsbaits@btconnect.com.

RBFF takes message into schools with new content for website

A new online destination aimed at inspiring the next generation of anglers has been given extra impetus with the addition of valuable new content.

ExploretheBlue.com was launched in April this year as a joint venture between the RBFF’s Take Me Fishing campaign and Discovery Education to take fishing, boating and conservation lessons directly into the classroom.

The initiative empowers teachers and parents to engage students in the importance of outdoor activities like fishing and help them to understand the value of natural resources, using a range of hands-on activities.

Now the updated mix includes rich new materials for teachers such as lesson plans and multi-media content. It also offers material for parents such as downloadable activities and for kids in the shape of interactive games.

“This is a very exciting development for us. The idea is to leverage school programmes to influence school age children for the future,” explained RBFF Communications Manager

Helena Basche. “The aim is to empower teachers and parents to engage young people in a dialogue about the importance of outdoor recreational activities and natural resources.

“We will be working with Discovery over the next two years to further develop the programme.”

New ExploretheBlue.com resources include: • A collection of cross-curricular lesson plans, videos, multimedia content, activities and worksheets aligned to national education standards.

• An interactive game that provides students with the tools to develop and care for their own ecosystem, called ‘Thrill of the Catch’.

The materials will be distributed to Discovery Education’s vast network of teachers and classrooms across the country.

For further information visit ExploretheBlue.com.

RBFF President and CEO Frank Peterson added: “We want to inspire families to get outside and experience the world around them and to help introduce youth to the outdoors.”

“The aim is to engage young people in a dialogue about the importance of outdoor activities.”

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Angling International November 2010

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

Parallelium launches its lines in Germany with a perfect partner Right: Parallelium’s Fréderic Parrier (left) and Jürgen Haese of Think Big with some of the lines that are now available in Germany.

Below: The EFTTEX Awardwinning Hyperfluorocarbon 3Core is already selling well in other parts of Europe.

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arallelium has signed a three-year deal granting Think Big the exclusive rights to distribute four of its premium lines in Germany. The range was launched to German retailers at ANSPO in Kassel in September but the deal was first brokered at EFTTEX in Valencia in June. It brings to a conclusion Parallelium’s long search for a German distributor.

Think Big will now distribute Parallelium’s Fluorohybrid Pro, Polyvilon Hybrid, Polyvilon Shock Leader, Hyperfluorocarbon 3Core and Fluorotex.

The Parallelium range will be added to a Think Big portfolio which includes lure brands Salmo, Molix and Delalande and marine electronics brand Lowrance, amongst others. It was the quality of these brands, says Parallelium General Manager Frédéric Parrier, that convinced the French company it had the right partner to maximise its sales in Germany.

“We talked to several other German prospects but were impressed by Think Big’s line-up of brands,” Parrier told Angling International at ANSPO. “The lines we have chosen are perfect for Germany,” he continued. “It is an established angling market which means consumers want innovative products. These are unique lines that will appeal to high-end anglers but which they can buy at a good price. None of our competitors is offering anything similar.”

Key to success in Germany will undoubtedly be Parallelium Hyperfluorocarbon 3Core. Launched at EFTTEX in June, it won the Best New Monofilament Award at the show and in the four months since, sales have exceeded all expectations.

“Retailers have been running out in just a few weeks,” said a clearly delighted Frédéric Parrier. “We have had to re-supply shops all over Europe. And it’s all down to word of mouth.

“We like to think of it as a ‘no headache’ and ‘trouble free’ product. There are just no faults with it,” he added. “We knew we had an amazing product but the response has surprised even us. For anglers, using Hyperfluorocarbon is like switching from driving a Golf to a Ferrari... but at the same price.”

For Think Big Director Jürgen Haese, visiting the Parallelium stand at EFTTEX was like ‘experiencing love at first sight’, the lines he saw were that good.

After finally signing the deal, he is relishing the

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opportunity of putting his sales team to work introducing Parallelium to German retailers.

“At EFTTEX it was, Wow, love at first sight!” he says with a smile. “These lines were so compelling.

Fortunately, we were able to convince them we had the structure in place to maximise sales.”

But why did Haese feel so compelled to add Parallelium to his portfolio? “There are four good reasons,” he says. “Firstly, Parallelium lines are something brand new and unique. Nothing compares to their quality. Secondly, Parallelium has identified the trend for specialist lines. Frédéric Parrier and his team understand that anglers are now willing to spend more money on quality products that suit a particular style of fishing.

“We specialise in high end brands. There was no way we could add an ordinary line brand to our portfolio. And finally, we have a network of retailers who expect quality products from us. They will listen when our sales team begin talking about Parallelium.”

“Germany is an established market with consumers that want innovative products. These lines will appeal to its high-end anglers.” – Frédéric Parrier 18

Angling International November 2010

Think Big, says Haese, has built its success on a highly knowledgeable, motivated and engaged sales force. “They live to sell,” he says. “Our secret is we love what we do. The sales team tests the products we are considering and we put it to a majority vote.

With Parallelium our sales guys were in no doubt that this was an outstanding range.”

Now that Germany is secured, Parallelium is targeting the UK and Russian markets. “We need to break into these two,” explains Frédéric Parrier. “The UK is the big market we are targeting but we have not yet found the right partner to cover the whole country.”

Meanwhile, Parallelium has also added its name to the growing list of companies that have signed the EFTTA Line Charter, which is aiming to end misleading labels on line packaging. “For us, it doesn’t change anything about the way we label our lines,” says Parrier. “We are well within the 10% limit set by EFTTA, in fact much closer to 1% or 2% of what is stated on the packaging, and all our lines are already both EFTTA approved and ISO certified.

“But we want to support this initiative because our business was harmed by cheats. Now we will have the Line Charter logo to add to our ISO certification and we will be strengthened against competitors who make false claims.

“The Line Charter is a smart idea because the two-year target for compliance gives the industry time to act and to clean itself up,” he added.

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

Furimsky reconciles differences with AFFTA

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onflict between the Fly Fishing Show and AFFTA looks to be coming to an end following a conciliatory meeting at the recent International Fishing Tackle Dealer (IFTD) show in Denver.

Chuck Furimsky, owner of the seven-strong Fly Fishing Show Chuck Furimsky, owner consumer series met with AFFTA of the consumer-facing Fly Fishing Show.

President Randi Swisher and Chairman Jim Klug on the final day of the show and told Angling International of a very positive outcome.

“We share the same goal of promoting fly fishing and following our discussions I am happy to say that we are not in conflict any more,” said Furimsky. “It’s time to put the past behind us and look ahead to how we can work for the best interests of this industry.

“My original plan was not to attend Denver this year.

Recently the AFFTA Board was restructured with a number of new members and Jim Klug was elected Chairman. I’ve been talking with Randi Swisher and know how hard he’s been working. He was given a half empty glass and has turned it into a half full one, and then some.

“The industry now controls its own destiny and I wanted to see for myself how the show has changed. I’m here to add my support by attending and wishing AFFTA every success in the future. I believe the new Board and Randi will make wise decisions that will bring more of us together. The present leadership can accomplish positive changes. Fly fishing is not a giant industry and everyone needs to pull together.”

A difficult relationship between the two bodies came to a head in January 2008 when AFFTA launched a consumer show on the same weekend and only 20 minutes away

from Furimsky’s Denver consumer show. Furimsky then announced his intention to launch a trade show in retaliation, although the plan was never carried through.

Now Furimsky is right behind the new show and expressed his delight that the inaugural IFTD appears to be going in the right direction. “This show will generate the revenue AFFTA needs as fly fishing’s key trade organisation,” he added.

Meanwhile Furimsky is busy planning his new series of consumer shows, announced in last month’s Angling International, with the addition of a brand new event in his home state of Pennsylvania.

Expressing his optimism for the new show, to be held on March 5th and 6th, he added: “The economy has restricted consumer spending to a degree but fly fishing income is generally higher than other areas of fishing and fly fishing consumers can still afford to buy the rod or reel they desire.

“Fly fishing boasts a high proportion of white collar workers and the 20-30% increase in sales reported by exhibiting dealers at our 2010 shows reflects the high attendance of this consumer category. The calibre of our average attendee is getting better all the time.

“I am expecting a huge response in Pennsylvania. There is a lot of fly fishing there and if the crowds attracted by the other shows in the series is anything to go by we will be very busy. We get such good crowds and exhibitors recognise the value of being there.”

The largest show in the series, held in Somerset, attracted 10,000 visitors last year and another big event is expected for January 21st, 22nd and 23rd in 2011. It is preceded by Denver on January 7th, 8th and 9th and Marlborough on January 14th, 15th and 16th. Then comes Carolina between January 29th and 30th, Pasadena between February 19th and 20th, and Pleasanton between February 25th, 26th and 27th.

Sportfish tops online UK poll of fly anglers

Phil Broughton: “Our forum users are highly influential.”

Sportfish has emerged as the clear winner of a survey among members of Fly Fishing Forums (www.flyforums. co.uk) to find their favourite UK fly fishing retailer, winning nearly a quarter of all votes.

Glasgow Angling Centre and Fishtec were placed second and third respectively in the annual survey.

Said Sportfish Managing Director Grant Ottignon-Harris: “Sportfish considers the users of the Fish&Fly sites to be very important to our business. They really know their stuff, so to have built up such a strong relationship with them is very pleasing.”

Fly Fishing Forums is part of a suite of websites owned

by Fish&Fly, attracting over

“Our audience is seen by the industry to be very knowledgeable.” – Phil Broughton, Fish&Fly 20

Angling International November 2010

450,000 visits and 3,500,000 page views each month. Phil Broughton, Head of Sales and Marketing for Fish&Fly, explained that the survey produces a detailed picture of consumer behaviour and trends. “ We are aware that the very large audience gathered in our forums over the last 12 years is seen by the industry to be knowledgeable, enthusiastic and highly influential,” he added. For details emailphil@fishandfly.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

IFTD SHOW IN DENVER: THE VERDICTS ARE IN Make-or-break? New beginning? Last throw of the dice? One month after the event exactly how are the media, the organisers and the trade now viewing the inaugural IFTD show in Denver?

THE MEDIA VERDICT FROM KIRK DEETER

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“The atmosphere in the Convention Center was good... but pressing questions still remain”

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he International Fly Tackle Dealer Show (IFTD) has come and gone... but the pressing questions still loom. Has the fly market turned a positive corner? Has the American Fly Fishing Trade Association (AFFTA), which clearly Kirk Deeter is the editor of clings to this trade show as its US quarterly Angling Trade and an editor-at-large for marquee showcase and lead Field & Stream. source of bread-and-butter income, pulled itself back from a brink where many manufacturers and retailers seriously questioned the organisation’s legitimacy? Will moving the trade show to New Orleans in 2011 rekindle participation in a trade expo?

The answers, of course, vary depending on whom one asks. The pro-show, pro-AFFTA crowd claims smashing success and feels optimistic. Sceptics are still, well… sceptical, and suggest greener pastures can and should be realised elsewhere.

So let’s cut to some simple truths.

The IFTD trade show held in Denver was the smallest international fly fishing trade expo in the past ten

years or more. It included fewer exhibitors (manufacturers), fewer retailer attendees and filled a smaller footprint on the Denver Convention Center floor than the industry has seen in recent memory. That said, the fact that AFFTA ‘went it alone’ in organising this event (without paying fees to an outside partner) meant that it was profitable. AFFTA crushed revenue projections and plans to plough much of that income into grassroots programming to promote fly fishing interest around the world.

The general élan on the trade show floor was quite positive. Maybe that’s because so many held low expectations going in. And yet, more likely, the show benefited from some legitimate momentum created by new product innovation.

As examples: Hardy & Greys unveiled a new rod line using Sintrix technology; Orvis hit home with its Access rod and reel (mid pricepoint) series; Far Bank (Sage, Redington and Rio) showcased numerous smart product innovations that set attending retailers abuzz (and, by the way, offered show-specific incentives that made being at IFTD worthwhile, according to many dealers I spoke with).

John Barr, inventor of the world’s best-selling fly pattern, the ‘Copper John’, summed it up like this: “I came away from the show feeling good. Every

conversation I had with retailers and manufacturers was positive. Factoring in the economy and other intangibles, I am cautiously optimistic about the future of this industry.”

And yet it would be hard to argue other companies that did not participate in IFTD – those who opted for dealer-focused events and special media gatherings in 2010 to showcase new product in a ‘rifle-shot’ environment – didn’t realise the cost benefits of going ‘rogue’.

Patagonia, for example, unveiled its largest flyfocused offering in recent years without exhibiting at IFTD. G.Loomis made its splash with NRX rod technology at ICAST in Las Vegas, two months prior to IFTD. Even fly fishing icon Simms sat out IFTD, and instead introduced its 2011 line-up via focused dealer events and media outings around its Bozeman, Montana headquarters.

Interestingly, Simms was the first company to jump back on the AFFTA bandwagon, proclaiming it would indeed exhibit at the 2011 IFTD show... once AFFTA announced IFTD 2011 would be held in New Orleans, nearly a month earlier in the calendar than IFTD 2010 (the August timeframe better suits softgoods manufacturers).

Which raises another interesting question… will the

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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

change of venue really revitalise a shrinking show?

For all intents and purposes, Denver, as a trade show option, has been dead for years. New Orleans is a popular sentimental choice.

The thing is, Denver is smack-dab in the midst of the highest concentration of fly anglers, and fly shops, in the world. The 2011 IFTD location has one fly shop in its immediate vicinity.

In other words, AFFTA has replaced one gamble with another. Will retailers visit ‘The Big Easy’ in 2011? Fishing in Louisiana is fantastic, but August is a slow month. And it’s in the middle of hurricane season (Katrina hit August 29th, 2005).

Winning this wager will ultimately boil down to three issues: 1) Will AFFTA plough the revenue it made at IFTD 2010 into meaningful grassroots efforts that promote fly fishing and recruit new customers to fly retailers around the world?; 2) Will AFFTA see a ‘reconciliation’ within the industry and be able to bring some key manufacturers back into the fold at IFTD 2011 and beyond?; 3) Will those manufacturers offer hard incentives for retailers – via purchase discounts, and continued product innovation – to make travelling to New Orleans in 2011 a ‘can’t pass’ option?

Failure on any of those fronts will likely put the show, and the trade organisation, right where it was several months ago… groping for direction, identity and a reason for being.

If they pull that off, however, they might just turn the corner, and the future of the industry could be very bright. The next few months will be very interesting indeed.

THEORGANISERS’ VERDICT FROM RANDI SWISHER

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association and we are moving forward with the trade show. We hope those people who stayed on the sidelines will now reconsider, and I don’t see any reason they wouldn’t do that given what we have achieved in Denver.

AFFTA is moving forward IFTD Show organiser Randi and people have the choice Swisher: “We went out on a of joining the party or not. limb and tried new things.”

We want to progress as a big cohesive industry and Denver was a clear sign that we are doing that. I think after this year’s show we will have many companies coming back. Some of those that did not exhibit still came along to the show to take a look and I believe they took away a positive impression.

We went out on a limb and tried new things. We will look at each one and decide what worked and what didn’t. But we tried things and ultimately that will help us make a better show for the future.

I thought we could sell 225 booths and would have been very happy with 250 booths. We actually sold 273, so that has to be a success. From a numbers standpoint we are very satisfied. The show is profitable. If AFFTA is to move forward as a trade association that profitability is vital. The show had to be a success for the future viability of the Association.

Now it is important we maintain the momentum.

Part of the energy came from taking risks on new features and show highlights, while some came from the new, energised AFFTA Board members.

“We proved we could make a profit and that’s essential”

e’ve got a great energy going.

IFTD 2010 was not off the charts but a darned good show all the same. We needed to have a successful three days to prove to the naysayers that we are a strong, viable

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Not everything worked and we have to recognise that. The New Product Release and Information area was a total failure. It wasn’t used and won’t be repeated. The Guides Lounge didn’t give us a return on our investment but I feel strongly that this is a long-term investment in the future of the show and

Angling International November 2010

Above: Rainy’s were among those pleasantly surprised by the positive attitude of manufacturers and dealers.

we will continue with it in New Orleans. Guides are at the grassroots of the industry. They are out there doing it and we want to support and invest in these types of people.

The Small Business Area was a huge success and the people who took part were delighted by the experience. We’ll certainly develop that. The Social Media Lounge didn’t work as well as we had hoped but that was our fault. We didn’t have the foresight to invest enough into it this year and we should have made it bigger. We’ll work on that in New Orleans.

Of course, we will survey exhibitors and attendees to get their thoughts on how we can improve. That is part of the new AFFTA. We want to interact more closely with the industry, to give everyone a voice.

The early reaction to New Orleans has been very positive. It was time for a change and New Orleans is a fun city with a wow factor. It accommodates the East Coast but will also attract the West Coast. Access is easy. There is a lot of saltwater fly fishing available and some great entertainment. All these things are important when choosing a location.

The New Orleans Convention Center is fairly new and offers over a million square feet with close proximity to hotels and major airports. South West Airlines is very competitive as are the hotel room rates, so we are trying to keep costs down for exhibitors and visitors. It satisfied the requirements we are looking for.

We are already working on the 2011 show. We started selling booths on the last day in Denver and pre-bookings are very encouraging. Anyone who exhibited this year has booth place priority in New Orleans. Premium spaces are on the pond. There won’t be much deal-making next year because that is not a good base to build from.

The location for 2012 is a Board decision but the current mode of thinking is definitely to alternate the venue. Does that include Denver? I can’t answer that right now. But alternating is certainly a long-term policy that we will maintain. Salt Lake, Reno and Seattle have all been mentioned as prospective locations but that is a Board decision and will be subject to further debate.

WHY IS CARPZOOM EXPANDING BEYOND BAIT? See p38

THETRADE VERDICTFROM EXHIBITORS ON THEFLOOR

“Yes, we’ll back the show again in New Orleans”

Marc Bale, Director of Sales, Far Bank “From my point of view, the show was seamless from previous productions. I noticed no drop off in support from AFFTA, no diminishment of services and certainly no decline in enthusiasm from everyone involved with the production of the show. While attendance seemed marginally lighter, I once again thought the quality of attendees was very good and the overall mood was buoyant. For a first year effort, I give AFFTA very high marks and look forward to next year’s production in the Big Easy.”

Steve Fournier, Dr Slick Co. “In retrospect the show was very productive for Dr Slick. It seemed to build steam for us on Friday and Saturday. We had a lot of interest in our new products and a few new accounts came on board. In terms of the politicking, I think AFFTA did a good job and I think the move to New Orleans makes sense. I hope it will allow us to see more dealers from the central and eastern states. The commitment to have the missing entities from this year’s show back on board in New Orleans is certainly a plus.”

Olli Ojamo, Export Director, Eumer, Finland “This was the third year for us in Denver but the first time with our USA distributor. Our target was to meet old and new customers, both in the USA and worldwide. The show was excellent for us. Every year we have made a bigger stand. We have brought new products every time and this is a good place to show them. I met lots of customers from all around world and my USA distributor, Lorin Riutta, met his American customers. New Orleans sounds good. It gives us the chance to meet more customers from other places in the USA. I think the best way forward is to alternate the show between the two.”

Allistair Fergusson, Co-owner, Northern Sport “We have been exhibiting at AFFTA for about twenty years, both in Denver and when it was briefly in Salt Lake City. This show was reasonably successful for us as we don’t go to write orders. Our Canadian business functions primarily as a private label and OEM supplier. As such we are mostly interested in meeting with our Asian pre-spool customers and our private label customers, most of whom were at the show. So, from that perspective, it satisfied our needs. We did write a couple of orders so that was a bonus for us.

However, I was somewhat concerned that a number of major suppliers chose not to attend. It’s important that everyone supports these events, especially the major players. I found the traffic about the same as at other shows but that’s a very unscientific and subjective opinion based on the activity in our booth. In my opinion, the 2011 show should be held somewhere in the northeast (say the greater Boston area) as that is home to a large number of shops and anglers.

However, it’s difficult to argue with the Board’s reasons for choosing New Orleans. I’m looking forward to seeing the new faces that a new venue will bring.”

David Hadden, Director Sales and Marketing, Freedom Hawk Kayaks “While attendance was down, ‘mojo’, enthusiasm and the quality of buyers couldn’t have been better.

There’s no doubt that the recession continues to linger and fly fishing is not in the position it once

was, but in terms of new product, new ideas and new direction we as an industry are moving in the right direction. Some notable companies took a year off but it is time for us to come together again. I think most people feel this way and are going to throw their support into making this work. We need to bring the retailers back into the trade and help them become stronger. New Orleans is not my first choice of location and August is a mistake in my mind. The show needs to be post-Labor Day, but I do not claim to be a single voice for the industry. If the date and venue is better for retailers, great. If not, let’s speak our minds now and not repeat mistakes. Let’s be unified behind the show venue and date.”

Joe Meehan, President, American Tackle Company “We went into IFTD with low expectations. With the transfer of ownership we figured there would be lots of folk sitting this one out, which proved to be true.

We’ve seen a sharp decline in foot traffic at this show of late and this one was no different. The economy has been bad and fly fishing has been flat. Business owners may have decided to save the expense and stay at home. The $25 entry fee also rubbed dealers the wrong way but I argued AFFTA needed the money to jump start this new venture. We don’t depend on the foot traffic, we are there for the manufacturers to drop by and meet us. We actually made a few contacts that we have a good chance of landing. If you amortise picking up one or two good customers at a show like this you do business over a long period and it pays for years to come. Just showing up is half the battle. You also have to consider how much it costs to skip the show and travel to meet with customers individually. We can not justify not exhibiting. Overall, we were very satisfied and we’ll be in New Orleans.”

Bill Reed, Director of Wholesale, The Orvis Company “Overall, the show exceeded my expectations. More dealers were in attendance than I thought we’d see.

In addition, they were upbeat and serious about attending the show, not only looking for deals and show specials but also looking at new products. Orvis had a very busy show with both the independent dealers and the media. Our appointment slots were booked to capacity and the dealers were very excited to see our new offerings. Our key product highlights were the Access fly rod series, the Superfine Touch fly rod series, the new Hydros fly reels and our new Safe Passage fishing pack/luggage pieces. I think it will be interesting to see how the independent retailers view the move to Louisiana. I like New Orleans, it’s a fun city and I’m also for trying something different. I’m just not sure how it will do in drawing dealers from both the Northeast or the Northwestern states. That said, I don’t know if there is such a thing as a ‘perfect city’ to host the show.”

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Angling International November 2010

CARP SPECIAL I N S I G H T • A N A LY S I S • N E W P R O D U C T S

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he announcements by Rapala and Pure Fishing, two of the biggest tackle companies on the planet, are hard evidence that the carp market has lost none of its attraction for the industry and is still perceived as having plenty of growth.

Rapala’s financial performance, even during these tough economic times, suggests it doesn’t make too many bad decisions. So its acquisition of Dynamite Baits, accompanied by the news that it plans to expand the brand way beyond bait into a wide range of carp tackle, is, for want of a better term, ‘dynamite!’

Pure Fishing, arguably the world’s biggest manufacturer of fishing tackle, is equally serious, declaring a “major mission” to build its share of the carp market and hinting that its launch of Gulp! Carp bait and expansion of its JRC carp tackle collection are the beginnings of something much bigger.

Another household name, Hardy & Greys, has entered the carp arena in the relatively recent past

and is getting ever more serious with its latest Greys and Chub rods, bivvies, luggage and other accessories.

So with carp fishing still growing in popularity in markets like South Africa, eastern Europe and the US and most multi-tackle companies having carp products somewhere in their range, the strong likelihood is that this sector is going to become even more competitive.

However, when Angling International spoke to a number of brands about the carp fishing industry’s changing landscape, it became clear that far from worrying about the added competition, they plan to come out fighting, insisting that it will energise the sector and that good products will win out.

Targeted territorial strategies, category specialisation and genuine innovations are just some of the reasons that, despite increased competition, our interviewees are confident of future growth.

Angling International Publishing Editor, Mel Bagnall

WHAT THE MARKET IS SAYING • EXTRA COMPETITION IS GOOD • BIGGEST ISN’T ALWAYS BEST • INNOVATE OR DIE • BRAND POSITIONING IS KEY • QUALITY WILL COME TO THE FORE • TERRITORY KNOWLEDGE AND FOCUS IS VITAL IN THIS SECTION 27 Amiaud 28 Svendsen Sport 30 PB Products 33 Carp LinQ 34 Sportcarp 36 Chub 38 Carp Zoom 40 Flajzar 41 Spro

Amiaud carves niche at the top end for Carp’o

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arp’o was the first brand launched

by French company Amiaud and, although it has since added the highly regarded Seanox and Pike’n Bass brands to its portfolio, growth in the carp sector remains a key priority. “We want to be competitive and we believe there is potential to grow our product range in carp and to increase our share of the market,” Export Manager Jean-Didier Raby told Angling International. “We plan to put a lot of investment into carp for 2011. It is very important for us as a company to have a good position in the carp market with this brand.

“Our bait boats were the main focus of our carp activity in 2010, but for next year we will concentrate on our new echo sounder which we believe will be extremely popular.”

Raby is philosophical about moves by global giants

“We won’t compete on price.

We are comfortable where we are.” – Jean-Didier Raby

Rapala and Pure Fishing to increase their activity in the carp market, believing that it will serve to generate even more interest in the sector and that other manufacturers can benefit from that if they have good products.

He is also confident that Amiaud has a number of key advantages over its competitors as companies jostle for position in the marketplace: the stainless steel for which Amiaud is famous is unique in the market; the company is focused on accessories rather than big ticket items like rods and reels; and the Carp’o brand competes at the top end of the market.

In addition, Raby is proud that a high proportion of Amiaud products are still made in France.

“Our stainless steel products have given us our own position in the market and we cannot be confused with anyone. It is what we are best known for.

I don’t know of any other product like this right now.

“Accessories are a very important category in carp fishing and, despite the shrinking economy, they have remained in great demand. It is the carp equipment area where we want to compete and there are no plans to expand into rods and reels.

“Amiaud’s brand position is at the top end of the pricing market and again that is exactly where we want to be. It is not possible for a company of our size to compete on price with the bigger companies so we have created a brand position that we are very comfortable with.

“There is no need to apologise for being expensive.

We want to work with distribution partners who can see the difference between a Porsche and Citroen and recognise real value when they see it.”

Amiaud has enjoyed repeated year-on-year growth and is focused on expanding its carp business in Europe, although Raby knows that this will take time.

In France the company has a big reputation and is looking to grow this further afield by using shows, including EFTTEX, as a key component of its marketing mix. The objective is to establish a distribution partner in each territory, but Raby is prepared to be patient to find the right partners. “The recent ANSPO show in Germany was a really good show for us because we had a lot of interest from people who were looking at quality and not at price. These are the kind of partners we are looking for,” he explained.

“By being at the shows and getting products into the hands of the trade and consumers we are proving that Carp’o is the best in the world for quality, functionality and durability. The word is spreading.”

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wireless USB bite alarms (WUSB) which take our very successful Polyphonic alarms a big step further. Also, our New Green range of bivvies and luggage has attracted big interest, along with Okuma’s new range in big pit and baitfeeder reels where we have hit some very competitive price ranges.

Having invested in the DD Bait range, how do you see the brand’s future?

DD Bait has changed the carp bait industry forever, with the foodbait revolution, halibut pellets and so on.

The new HNV – High Nutritional Value – will once again set new standards for healthy, nutritious carp food, with incredible pulling power and attraction to the fish. We have just entered into co-operation with Chinese bait giant Old Ghost – the world’s biggest bait supplier – which really is giving our products a boost. That will make headlines in the industry and the future is exciting for DD Bait.

What is it that separates DD Bait from the many other carp baits out there?

DD Bait has and will always go its own way and will always look for new powerful and quality ingredients. The team behind DD Bait has already changed the carp bait industry forever and will keep doing so. We do not want to enter the cheap bait arena that we have seen for a while in the market – we want to go our own way with surprising recipes, ingredients and science. Our close relations to the aquaculture industry gives us an important edge.

do you have any specific plans to target the UK in the future?

The UK is our single biggest market, and that makes it very important – and certainly for carp tackle. Most of the new trends and ideas have for decades started in the UK and most other markets are still closely watching to see what comes out of there. Our Prologic brand has its roots in the UK and recently we have strengthened our UK development team headed

by Tony Smeet. Also, we have just employed a new and very experienced UK manager to follow Magnus Gunnarsson. One of his biggest tasks is to keep Prologic ahead of the competition and to develop an even stronger UK programme.

Do you have a message for carp distributors and dealers for 2011?

Support and stock branded and innovative products. Innovation has always driven the carp trade and will continue to do so in the future. Also, focus on carp clothing – in many markets the potential is far bigger than people think.

Winter clothing especially provides good turnover in a slow period.

Make contact Tel: +45 46 19 19 13 Email: info@svendsen-sport.com Web: www.svendsen-sport.com

You have changed your approach to the UK in the past year. Given that it is a big and enthusiastic carp market,

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CARP SPECIAL

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

PB Products: ‘Our focus on terminal tackle is a big advantage’

Dutch manufacturer PB Products is meeting the competition head-on by accelerating its growth plans in the UK carp market. “We are investing heavily in our Most Wanted products,” says Technical Director Koen Koops. “We feel energised!”

PB Products is rightly proud of how far it has penetrated one of the toughest export markets in Europe, but now it is stepping up plans to take an even greater share. “We have been active in the UK carp market for two years and have experienced high demand for our terminal Koen Koops: “Anglers tackle,” says Technical Direcrecognise the quality of our products.” tor Koen Koops. “It’s been a period of rapid growth for us in the UK and we know it’s a special achievement for a non-UK company.

There’s big potential for us there.” Eight years after it launched, PB Products has put itself into an enviable position in the carp market and, as Koops explains here, it’s ready for any fresh challengers in 2011.

Angling International: The European carp market is widely considered to be a growing sector, but how positive do you personally feel about growth?

Koen Koops We feel positive, definitely. It helps that carp fishing is no longer a sport for old men in green suits. Young people are finding it more appealing to be part of the carp angling scene. They seem to like the challenge and they are helping to grow the market. For us, that is great news. As terminal tackle specialists, we sell small items and these are things that a growing market will always need. Even when the economy is slow, the consumer will still go for our products because they are not luxury items. They are not expensive but anglers recognise the quality.

You are especially well known for your Most Wanted range. Will this receive investment for 2011?

Yes, we will invest heavily in 2011. We want to expand ex our range into a full terminal tackle programme. pr We have been very busy with that during du the past two years, but we only want to bring br innovative, high quality and tested items to the market, and that takes time. In 2011 we will wi launch some very special products which will enhance the range still further. wi Bo Rapala and Pure Fishing have recently Both an announced their intention to try for a bigger market share in carp. Do you think this will energise en the sector still further or make life harder for companies like your own?

It will definitely energise the market. These companies will give the carp fishing sector a

Main image and inset: All PB Product’s Most Wanted terminal tackle is designed by talented carp anglers, and tested out on the water until perfect.

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Angling International November 2010

big push and that’s only positive. We are not afraid of the competition because we believe that companies like Rapala, Pure Fishing and Fox, which are companies that want to offer a complete range of carp fishing products, can never be as specialised as we are.

What else gives you the confidence to thrive in such a competitive sector?

It’s because we are a group of highly motivated, experienced and well-known anglers. We are totally focused on terminal tackle and that will always be an advantage. Having said that, we do think the time is right for companies to start working together. If we can join forces, we’ll all be stronger financially.

Which Most Wanted products have been particularly well received this year?

This year we launched our completely unique readymade Aligners in long shank and short shank versions.

These two different, handy Aligners have been a huge success and we expect a lot this coming season as well.

They will remain popular for years, mainly because they are so easy to use and are so incredibly effective.

What else can we expect from Most Wanted?

We have a lot of new items for 2011. We are particularly excited about our new lead systems, featuring a lead clip and inline lead system. They have been tested very intensively, including in front of an underwater camera, which has enabled us to view their performance in various situations and water conditions. These revolutionary systems can be used in the traditional way but also in a fish-friendly way.

WHICH BITE ALARM MAKER WANTS NEW EUROPEAN WHOLESALERS? See p40

They are multi-functional and will definitely bring more fish to the bank. They can be combined with different kinds of leaders but we will also be launching some unique, well camouflaged, supple leaders specially designed to be combined with our lead systems.

Any news on rigs?

Absolutely. In the past PB Products was renowned for its ready-made rigs and we have decided to bring them back again. They have actually been out of the range for the last two years, but now we want to bring the best possible, highest quality ready-made rigs to the market and we have given them a very special touch. We have used our well-known rig materials like Jelly Wire, Skinless and off course, our Aligners.

Can you define what sets Most Wanted products apart from the competition?

What’s different is that our Most Wanted range is made for anglers by anglers. We either design from scratch or really improve an existing product before bringing it to the market. We make easy-to-use, innovative products which are tested properly. At the same time we want our products to be fishfriendly and safe. We also keep our eyes on our existing products. If we can improve them by using better materials or by changing the production process we won’t hesitate to do so.

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TACKLE TALK

THE PICK OF THE PRODUCTS 1. Cutterpliers This incredibly strong and extremely sharp scissors will cut any braid with ease, says PB Products: “It is a very handy tool during fishing and rig tying sessions,” says Koen Koops.

2. Extra Safe Ready Made Heli-Chod Leadcore Leader

“These are very special and are probably the most supple leadcore leaders available,” says Koen Koops.

The Heli-Chod Rubber and Beads combination is also the most carp-friendly system on the market, according to PB Products. “The carp can get rid of your lead, mainline or snag leader the moment your mainline is cut off,” adds Koen.

“No other fixed or semi-fixed lead system can claim this.”

3. Ready Made Aligners The PB Products Aligners Short Shank has been especially developed for hooks with a short shank. Because of its special shape, it increases the turning power of the hook. Designed in camouflage colours, it is very difficult for carp to spot. A Long Shank version is also available.

4. Jelly-Wire Jelly-Wire has been developed by the PB Products team to

meet the big demand for a supple, coated hooklink material.

This fast sinking hooklink has a perfectly round, not fluffy core. Its transparent outer skin is easy to strip and is just stiff enough to avoid tangles during casting out. Jelly-Wire is available in three different colours (weed, silt and gravel) on 20m spools in 15, 25 and 35lbs.

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5. Skinless Skinless is a fast-sinking, stiffcoated hooklink material with a supple, braided core. Its stiff but easy to remove coating allows the angler to produce the most efficient combi-rigs; it is also the perfect choice if long-range fishing is required.

It is available in three different colours (weed, silt and gravel) on 20m spools in 15 and 25lbs.

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6. Gatorbraid 2-Tone A slow sinking, supple braided mainline developed to fish at long range and to fish near snags. Its practically stretchless character means every movement of the lead will be registered. It comes in a camouflage colour on 1000m (1100-yard) spools in 0.26mm and 30.00mm diameters.

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3 Make contact Tel: +31 297 524246 Email: info@pb-products.com Web: www.pb-products.com

November 2010 Angling International

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CARP SPECIAL

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

Carp LinQ: ‘Big players have spotted our sector’s potential’ The Indonesian company is welcoming the increased competition for 2011. “It clearly indicates the sector is growing,” says Head of Marketing Lieanto Sjafri.

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T Central Sarana Pancing is a relative latecomer to the carp market, having launched into the sector only three years ago. But the Indonesian company is certainly making up for lost time. Its Carp LinQ brand includes everything from reels to baiting tools, but the core focus is very much on rigs and terminal accessories and this is where the company is carving a real niche for itself.

The company reports good sales growth in Europe and has allocated further investment to the brand for 2011 to broaden its range and build on the current momentum.

“Based on our own experience, the carp market is certainly still growing,” said Head of Marketing, Lieanto Sjafri. “We are getting enquiries from customers in countries we have not previously sold to, which is a good market indicator and also a sign that our products are in demand.

“The turnover in existing markets is also very good and we have no doubt that Carp LinQ will experience growth in the future. We continually invest in product development and are working with our consultant Piet Vogel in Holland to introduce new innovative products in 2011.”

So what of the decision by some of the industry’s biggest global players to step up their activity in the carp market? The news holds no fears for Carp LinQ. In fact, the brand welcomes the added attention that extra activity and investment from companies like Pure Fishing and Rapala will bring to carp fishing.

“The increased involvement of top global brands will energise the sector still further,” enthused Sjafri.

“This is a clear indication that the sector is growing.

Why else would these big players be interested? Sure, competition will be tougher but that is a good thing.

It will help us improve and to focus on our own particular strengths.”

Those strengths include the fact that Carp LinQ is produced in the company’s own facility where quality control is always under scrutiny.

The company also prides itself on its ability to offer a wide selection of products to cater for needs in many different markets, tailoring some products like

TACKLE TALK

Above: Carp LinQ has carved a niche in rigs and terminal tackle with a strong emphasis on quality control.

hooklinks and hooks to the specific requirements of local carp fishermen.

The new product range being prepared for 2011 includes a number of new hair rigs and a new hooklink called Liquid Wire, a heavy braid which can be used as lead core but has all the advantages of being very supple because it has no lead core.

The launch of a new carp reel is planned for the China Fish Show in February and Carp LinQ is also adding a new 20-rig carp box that fits with its Carp System Box, leaving more space for other tackle.

Another, more compact, carp box is also being developed for the new season.

Make contact Tel: +62 21 596 1265 Email: lieanto@relixfishing.com Web: www.relixfishing.com

“We are also getting inquiries from new countries, which is another good market indicator.” – Lieanto Sjafri

HOW DID CARP LINQ DEVELOP SO RAPIDLY? PT Central Sarana Pancing is best known for its Relix product range, which features three main product groups – reels, lines and tackle boxes. Founded in 1991 to manufacture basic tackle for the Indonesian market, it has grown rapidly to develop markets in Europe, Asia and South America.

The company’s expansion into the booming carp arena in 2007 was seen as a natural next step. “We had been manufacturing high quality fishing tackle for a long time so the facilities and the knowledge to

November 2010 Angling International

enter the carp market were already available,” explains Lieanto Sjafri.

“But we spent a long time studying existing carp tackle so that our products were relevant and met the expectations of this discerning market. As a result Carp LinQ has been quickly and widely accepted.

“We already understood the importance of maintaining consistently high levels of quality and have transfered this to the carp market. Every item that leaves the factory must adhere to strict quality control procedures.”

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CARP SPECIAL

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

Sportcarp looks to strengthen in eastern and central Europe The Czech carp brand is pushing on with an ambitious growth strategy in its core territories fuelled by new products and outstanding customer service.

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zech carp brand Sportcarp is relishing the prospect of increased competition in the sector in 2011. It plans to strengthen its hold on markets in central and eastern Europe, which have traditional been its power base since it began trading in 1995. Key to its strategy will be a range of exciting new launches plus even greater flexibility when supplying OEM customers.

Sportcarp has built a strong reputation in its core territories for producing high quality boilies, pastes, pellets, dips, liquid foods and groundbaits. It also produces tackle including rods and a number of popular line brands.

Says Sales Manager Stanley Odvárka: “Our development team is made up of highly experienced anglers. We pride ourselves on responding to modern trends and the specific demands of fishermen in central and eastern Europe. Take our groundbaits, for example.

They have been created by the Konopasek brothers, who are true legends in match fishing in the Czech Republic.

“Our focus is on top end and mid-range products, not the low end. We currently have customers in Slovakia, Romania, Poland and Hungary. We also have the experience of exporting to more distant countries such as Kazakhstan, which gives us an advantage over competitors seeking new markets further east. For 2011 we’d like to find new customers in Russia, Ukraine, Germany, Austria, Slovenia and Serbia, though we welcome enquiries from anywhere.”

New Sportcarpbranded products are planned for 2011 including new flavours in the

Stanley Odvárka: “More competition will help us improve our service.”

Experience counts: Sportcarp’s success is driven by the input of talented carp anglers.

popular Focus boilies range plus new Adrenaline and Fast Food boilies and more terminal tackle. A new bait boat is also in production.

But equally important to the success of the company is its OEM business.

Says Stanley Odvárka: “Our big advantage over most players in the market is our high flexibility when dealing with the requirements of individual customers. We do not require minimum orders and we can quickly respond to the needs of our clients and their individual domestic markets.

“We also have a graphics studio capable of carrying out specific wishes on label designs.

That is a great advantage for OEM customers who want to sell our boilies under their own brands in their domestic markets. It means they do not have to start investing heavily in a large amount of packaging.”

But what of that increased competition in the carp market? “I think the pressure will help us improve our service. It’s nothing new in the global market. Everybody is constantly launching new products. But we are confident that our flexibility and service will win us new business.”

Make contact Stanley Odvárka (Sales Manager) Tel: +420 606631285 Email: odvarka@sportcarp.cz Skype: Sportcarp Web: www.sportcarp.cz

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Angling International November 2010

WHICH NEW COMPANIES HAVE SIGNED EFTTA’S LINE CHARTER? See p47

PRODUCT FOCUS

THE PICK OF THE SPORTCARP PORTFOLIO 2 3 1 7 9

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5 1. Hi-Energy mono

quality at a reasonable price. New flavours will be introduced this year.

Sportcarp premium mono is a third generation terpolymer monofilament line that is, says Stanley Odvárka, very abrasion resistant. “It has been tested to be eight times more abrasion resistant than standard nylon monofilament lines. We are proud to say that Hi-Energy is one of the toughest lines in the world.”

2. Stoner mono

This ‘really special’ mono for carp fishing has been developed from a special silicon formulation of nylon copolymer material, says Odvárka.

“Stoner has eight times more abrasion resistance compared to other common monofilament lines in the market while still managing to maintain strength and other important characteristics.”

3. Focus boilies

Sportcarp’s best selling boilies range offers high

4. Complete Carp Box

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A very popular carp box thanks to its ‘Smart Divider System’. The main box (31 x 37 x 6.5cm) comes with four small tackle boxes and two rig boxes that fit perfectly. The optional C-Thru boxes also fit inside tightly.

5. Black Star 2D carp rod

These are hand-made carp rods built to high quality standards and to an exclusive Sportcarp design.

6. Septocarp

“Our version of carp aid is one of our bestsellers,” says Stanley Odvárka. “It has been selling well for more than eight years despite many copies coming into the market.”

7. Lake Wizard boilies

“This is our premium range of boilies and has been responsible for many monster carp on the bank,” says Odvárka.

8. Gladiator braid

“Gladiator is an unbelievably high quality 100% Dyneema® fibre braided line,” says Odvárka.

“It is practically round, and because of a very special coating, the abrasion resistance of Gladiator is about eight times greater than comparable lines.”

9. Aligator

“It’s hard to find the superlatives to describe this revolutionary hooklink. It is so supple, sinks so fast and is so good at hugging the bottom.

The materials and the production process are so special that we don’t want to reveal them in the press. We want to stay ahead of our competitors.”

November 2010 Angling International

35

CARP SPECIAL

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

Bite on this! Chub launches a range of ultra-sleek alarms

“Our Neuron range takes bite alarm performance to a new level,” says Chub’s Gavin Burn. “We expect them to appeal to carp anglers worldwide.”

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hub is putting a new range of bite alarms at the centre of its drive for increased market share in 2011. The Greys and Chub carp brands are renowned for their innovative approach to product design, particularly in rods and shelters. Now that expertise has been applied to the Neuron Bite alarm range, designed to appeal to anglers worldwide. “The Neuron bite alarm range is set to take bite alarm performance to another level,” says Marketing Manager for Coarse and Carp Gavin Burn. “These alarms are sleek, stylish, robust and reliable and are the culmination of over three years of design work and testing.”

Chub has used the very latest digital technology, manufacturing techniques and electronic components to, says Burn, “produce a range of alarms that are highly reliable and carry exceptional performance.”

The NeuronT3 This low cost model “takes budget bite alarm performance to another level,” says Gavin Burn. “It is a bite alarm for the 21st century.” The Neuron T3 is ultra-sleek and compact and boasts an array of electronic features that are exclusive to Neuron. At its heart is Chub’s new E-Motion® sensing technology (patent pending). Based upon an Electro Magnetic Induction system, the T3 uses a frictionfree line roller and isolated sensor to give improved sensitivity and reliability and low battery drain.

Adds Gavin: “Two layers of protection provide the ultimate weatherproof seal.

The electronic components are coated to provide the first layer of defence, and these are further encapsulated by a fused outer shell that protects against water ingress and condensation, which ensures maximum reliability.

“When you are out on the bank and need your alarm to perform, you can be sure the Neuron T3 won’t let you down.

It is designed and manufactured to the highest possible standards. We are so confident about the performance of this product that it is sold with a two-year warranty as standard.”

The NeuronT5 The T5 is the second alarm in the Neuron range and boasts an array of additional features to the T3.

“An advanced version of our E-Motion sensing system detects both line speed and direction,” says Gavin Burn.

“Our exclusive Audio Visual Replication, or AVR, technology links LED and speaker output allowing the angler to instantly hear, and see, what type of line movement is being detected.”

The Neuron T5 features an eight-position sensitivity control, which allows the angler to adjust to the most varied of conditions. It also has twin ultra-bright LEDs with interchangeable coloured lenses that offer a variety of colour combinations.

Adds Gavin: “The Neuron T5 elevates bite alarm design to new heights and is sure to start something of a revolution in value and performance.”

Make contact Tel: +44 1665 511507 Email: gburn@hardygreys.com Web: www.chubfishing.com 36

Angling International November 2010

CARP SPECIAL

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

Fadil Salim has reacted to the news of more competition p with typical self-assurance – and an announcement cement of his own.

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uropean bait company CarpZoom couldn’t be blamed if it saw the added interest being shown in the carp market by some of the world’s biggest tackle companies as unwelcome added competition. But in fact the view of the highly-respected Hungarian business is entirely the opposite. CarpZoom’s Managing Director Fadil Salim says the fact that Rapala and Pure Fishing are gearing up to take a bigger market share is good news for the sector.

“I believe that carp is the fastest part of the European trade today,” he told Angling International. “It is expanding rapidly in most big territory markets and the global brands are discovering that by turning to carp in these tough economic times they can stabilise their position and maintain or grow turnover.

“The market is so big now that it allows all Left and right: Carp Zoom has added branded hardwear and accessories to its portfolio.

38

of the big brands to develop a good ood business without hurting each other. It may ay sound strange, but we are happy to hearr that Rapala and Pure Fishing are engaging more heavily with the bait market. This will give ve the market a big push for the future and good baits will prosper.

“I am sure these companies will ill bring advantages by being on the insidee rather than on the outside. We don’t compete mpete with them because they have their own wn style of of doing business and creating products ucts and they can’t satisfy all the market. CarpZoom m always plans for years ahead and this will not move us off our strategy.

“Also, we manufacture lots of OEM products for many big brands. ds.

Co-operation is better than competition.” etition.”

CarpZoom has good reason to be confident. The company enjoys a strong reputation repu for quality and service throughout thro its impressive distribution tion network netw in Europe and beyond.

And An that reputation is about to be enhanced enha still further with the addition dition of 160 carp accessories to its productt range. ducts is The development of the new products alre already at an advanced stage with CarpZoom putt the finishing touches to sizes, izes, putting colo and packaging as Angling colours Inte International went to press.

While Wh Fadil Salim is quick to point out that CarpZoom is first and foremost a bait company comp – and that will not change – there is no n doubt that the decision to expand into other othe carp tackle will prove popular with its sizeable size customer base.

“Yes, “Y first of all we are a bait brand and will always be a bait brand. But as we have so many ma customers asking for carp accessories, we have decided to increase our offering,” he explained. expl “It is all about customer service and making it easier for them to get their bait and accessories from the same supplier.

Basically, Basi CarpZoom is creating a more

Angling International November 2010

MD Fadil Salim: “We are increasing our offering.”

complete carp programme for its customers.

“It is an uncomplicated programme that will not include lots of different versions of product that dealers will find it hard to keep in stock. But it will cover all their needs and will include bivvies, umbrellas, shelters, chairs, bedchairs, bivvy lamps, tables and headlamps. There will also be a range of products for use by the carp angler at home, things like boilie rolling tables, boilie guns and so on. There will be a version of each product for the more expert carp angler and also a version for the less serious carp angler.

“Our accessories will match the quality of our baits and, given our brand reputation, we think this brand extension will be a big success. With headroom still in the market, the timing is just right.”

Make contact Tel: + 36-30-2775631 Email: contact@carpzoom.com Web: www.carpzoom.com

WHY DO NATURAL SCENTS HAVE SUCH POTENTIAL? See p42

PRODUCT FOCUS

BAIT IS STILL THE FIRST PRIORITY...

Despite diversifying into carp accessories, CarpZoom is maintaining a strong focus on its bait programme. And to underline that, it has announced an exciting new selection of baits for 2011. The company concentrated on the development of boilies, dips and aromas in 2010, but for next year the spotlight will be on new and, in some cases, unusual hookbaits. They will, says CarpZoom, sound very exciting to carp fishermen.

As usual, the company’s development activity has been driven by intelligence from anglers, from its team of field testers and from distributors and dealers.

“Everything we make is according to customer demand,” affirmed Fadil Salim.

“We consult them on the smallest detail, because we know that is important once the bait is in the water.

“It is not difficult to create a new product. But it is more difficult to create the right new product.”

The CarpZoom service also includes the manufacture of products not in its standard programme. “Custom-made baits to meet a specific market need are one of the advantages of working with us,” he added.

“In some territories customers are selling more custom-made baits than those in our normal programme. Bigger manufacturers cannot always provide that service.”

The products finding their way onto to dealers shelves in 2011 will include a new range of natural hookers, which are available in two types:

FLUOR RO PO OP-U UPS Aroma Plus

This new powdered aroma comes in 100g measures in innovative packaging and at “affordable prices”.

Natural Co Corn rn Flo loat ater at erss (N (NCF CF) CF

Made from single grains of corn using a process exclusive to CarpZoom, NCF can be used as a riser with other baits like pellets and boilies. “Once in the water they find the optimum position for the fish,” says Salim.

Naturall Pe Pellet et Flo loat ater at erss (N er (NPF PF)) PF

As above, but in pellet form. “We are confident these are going to become a hugely popular hookbait, and not just for carp.”

The new selection will also feature:

Hookable Sweetcorn

Available in many flavours and sizes, the corn is grown in CarpZoom’s own fields, which enables competitive pricing. The baits have been distinctively packaged in re-sealable bags. “We have listened to our customers all over Europe about shipping problems and

Mini Boilies

Produced by CarpZoom to meet what it has identified as a growing demand for smaller baits. the related costs. These new bags are light and ensure cheaper delivery costs for wholesalers despatching to retailers.”

Balanced boilies

This new boilie provides carp anglers with an alternative big fish attractor.

Coated boilies

A further addition to CarpZoom’s boilie range that behaves differently in the water to other boilies.

Plasma dip

This attractant has proved incredibly effective during trials by CarpZoom’s expert team of consultants.

Grass Carp programme

CarpZoom’s grass carp range was so successful in the last year that dips, aroma liquids and powder dips are being added to the selection. Salim: “The reaction to our grass carp baits surprised even us.

It has become very big.”

November 2010 Angling International

39

CARP SPECIAL

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

Flajzar sends positive signal to Europe’s carp wholesalers The Fishtron Q7 is a multi-function bite indicator that looks as good as it performs. What distributor could resist, asks its Czech designer.

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zech electronics specialist Flajzar is stepping up its search for wholesalers in Europe by introducing its best ever bite indicator. The Fishtron Q7 combines modern looks with multiple functions to appeal to the widest possible target market. For more discerning anglers – and still more sales for its partners – Flajzar has also created an upgraded model, the Fishtron Q7-TX, which has a powerful integrated ‘listening in’ transmitter and comes supplied with a small portable receiver. It allows bites to be heard up to 100 metres away.

Flajzar has built a reputation for manufacturing high quality electronic devices. Beyond angling, it supplies equipment to the security industry and remote control devices for heating and lighting installations. As befits its status as an innovator in its field, Flajzar’s newest bite indicator is built to high specifications and packed with useful features for the modern angler.

The key words are control and reliability. The Fishtron Q7 allows the angler to adjust for sensitivity, volume and height. There is a wide choice of sounds from deep tones to high pitches; they can be made clearly audible in bad weather or toned down to more subtle sounds so as not to disturb the neighbours.

The combination of high quality materials with the

expertise of Flajzar’s engineers means the Fishtron Q7 will never let the angler down. It is totally resistant to rain and fog; and the microprocessor – the very heart of the indictor – is blessed with intelligent consumption control to guarantee a long, effective life for the battery.

But Flajzar has ensured its latest indictor also looks as good as it performs. “We put great emphasis on creating a perfect design. It was important it looked attractive and original,” says owner and chief engineer Tomas Flajzar proudly. “Anglers who choose the Fishtron Q7 will know they have a reliable and nice-looking product for their trips to the river – all backed by a three-year warranty.”

And there‘s more to come. “At the beginning of the year, anglers can expect some great news,” adds Tomas. “We are going to introduce a set of miniature transmitters which it’s possible to connect to virtually any indicator on the market.”

The MicroTX will be supplied in a small case with a receiver. This receiver, the smart-looking Q-Rx, features a number of signal channels, an LED lamp and great battery life. “Like all our products, it’s of the highest quality and is incredibly reliable,” says Tomas.

Apart from the quality of its branded products, Flajzar prides itself on its ingenuity and its speed of service for all its customers. “Our big advantage is our

TECHNICAL DATA Fishtron Q7

● Size: (width x height x depth) 50 x 86.7 x 31.2mm ● Fork width: 17.7mm ● Screw length: 18mm ● Batteries supplied: 2 x LR1 battery cell

Fishtron Q7-TX

All specifications identical to Fishtron Q7 ● Transmitter frequency: 868 MHz ● Range: Up to 100m ● Receiver: Q-RX receiver indicates a bite at up to four bite indicators; it can also make a connection with up to two Q-PIR alarm motion sensors. It indicates discharged battery and is equipped with beep volume regulation and an LED light which it is possible to switch on after the bite. ● Receiver battery supplied: 2 x LR3 battery cells (AAA micro-pens). Effective life of the battery is exceptional, equal to more than one month of continual operation.

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Angling International November 2010

ability to quickly respond to market demands,” adds Tomas Flajzar. We have the ability within a few weeks to develop and manufacture virtually any product that customers want and to a very high quality standard.”

Flajzar is looking for wholesalers for all its products and is inviting enquiries from all territories.

Make contact Tel: +420 518 628 596 Mobile: +420 776 586 866 Email: sales@flajzar.cz Web: www.flajzar.cz Skype: tomas.hrachovsky.flajzar

WHY HAS SPRO SIGNED THE EFTTA LINE CHARTER? See p47

Spro’s step-by-step approach puts its Strategy brand into a position of strength

The big players are after the market leaders, so we’ll concentrate on what we do best, says Pascal Vermeulen as he plots the next stage in the growth of Strategy.

Angling International: Spro operates in a number of different market sectors, not just carp. So how important is carp when it comes to deciding where to place future investment?

Pascal Vermeulen: We see carp and predator as the two key sectors for us. These are the two markets where we plan to make continuous investments. We are strengthening our relationships with our key carp consultants in Holland and Germany, and we are in the process of fixing plans for the coming few years in terms of development focus, promotion and marketing.

How positive are you about growing your market share in carp?

I certainly feel confident that we will be able to increase our share step-by-step. And that’s our target. We are not out to take the market by storm because most of the high-flyers that tried to do that are no longer around.

Both Rapala and Pure Fishing have recently announced their intention to try for a bigger market share in carp and both have aggressive strategies in the carp sector, including baits.

Do you think this will energise the sector still further – or make life harder for companies like your own?

I believe that when these types of companies declare their intentions to grow in a market segment what they mean is that they will go after the market leaders. That will be the share they are after. That’s not the

This series features 12ft and 13ft rods and also includes a spod rod with an oversized #50 starting guide.

Strategy brand at this moment because it has not been in the market for long enough.

Therefore I strongly believe that we will be able to further build our brand in the areas we are good at, for instance hooks and rigs.

At this moment it’s not about reacting but instead about keeping an eye on what’s happening in the market.

What’s next for your Strategy brand? In the past you have talked of new hooks, rigs, lines and rods.

Yes, we are indeed further extending the range of rigs and hooks within The Fuzz series, which comes under the Strategy brand. We have added several new hook models to The Fuzz range but we’ve also added Fluo Fuzz hooks to match the fluoro pop-ups; we’ve started with pineapple yellow, fruity orange and purple squid, and they will all soon be in the shops.

Also on the rig side we have been working hard to bring out four series of The Fuzz rigs. They are based on two hook models and two colours, silt and weed, and we are introducing them to the market right now. And it will not stop there, because we are seeing the great results anglers get when fishing with The Fuzz products. Fish react naturally to these products that ‘feel’ natural to them.

In the Strategy rods range we are introducing a new Guardian rod. It has a very nice slim blank with a sober design.

Pascal Vermeulen: “Carp is a key sector for us in 2011.”

What else do you have planned?

For 2011 we have launched several new carp monofilaments – Edge, Flextreme and Coax Fluorocarbon – some high quality new carp accessory boxes, and a thin Strategy bait needle. There’s plenty more besides too. We will continue to build the Strategy range with a clear focus on the accessory side. Look out too for some revolutionary new products; true innovations in the carp sector of the tackle market.

Make contact Tel: +31 347 320 888 Email: info@spro.nl Web: www.strategycarp.eu www.spro.eu sp

November 2010 Angling International

41

SPECIAL FE ATURE

COMPANIES YOU NEED TO KNOW ABOUT...

In a growing sector, BioEdge is perfectly placed to grow its worldwide sales, says its President Peter Cowin. “We can extract scent from any bait in any market.”

T

he scent market is growing and we are well placed to grow with it.

We are in on the ground level with a product that is a proven fish catcher and which we can differentiate from our competitors. It’s an Peter Cowin: “We are a year ahead of our busiexciting time.” ness plan for exports.”

Listen to Peter Cowin talk and it’s impossible not to feel excited for him. As the President of BioEdge Fishing Products, he leads a company that has doubled its sales in the US in each of the past three years and now stands poised to take a large slice out of a lucrative global market.

Anglers, he says, are starting to understand the power of scent to increase takes, especially in situations when fish are not biting. While smart anglers have experimented with improvised oils and novelty scents for years, says Cowin, “the science of attractants has finally caught up,” meaning purposedesigned products like his can now be produced.

“Until now, it has been easier to mimic the physical appearance of prey fish but now the science exists to make those lures smell and taste of the bait they mimic so well,” he says. “And our scents are proven to work. We have increased sales through a combination of eye-catching packaging on the shelves and the endorsements of pro staff, but most of all, by word of mouth. That doesn’t happen unless you have a special product that does the job.”

There is further reason for confidence as the company sets out its growth plans. BioEdge, with marine biologist Cowin at the helm, has a killer app – the ability to extract natural scent from any kind of bait, bottle it and deliver it into the hands of anglers.

“All natural is the key. I’ve been involved in bait all my life, right the way back to selling worms to anglers as a young boy,” says Cowin, who founded the sandworm cultivation business Seabait out of university before leaving it and launching BioEdge.

“Artificial attractants look to stimulate the feeding process,” he explains, “but our products are made from the actual scent of the bait. That’s what makes BioEdge different, it’s a completely natural extract.

THE PRODUCT RANGE

BIOEDGE POTIONS AND WANDS ● All BioEdge’s 31 scents are available in both Potion and Wand formats. All are 100% natural, which means they contain oils, amino acids, enzymes and pheromones which are found naturally in the bait

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from which they are extracted. They work to attract fish, mask unwanted scents like oil and sun screen, stimulate fish to strike and provoke the fish to hold on to your bait. ● BioEdge Potions are highly concentrated solutions available in 2oz squirt bottles. Potions can be applied to baits, flies and soft plastic lures. They

Angling International November 2010

can be used as a dip or marinade or incorporated into boilies. ● BioEdge Wands are made from the same concentrated oils as the Potions plus a solidifying agent.

These unique products look and work like a glue stick. They are mess- free, very long lasting and don’t spill. The advantage to anglers is that they allow the scent to be applied quickly and easily to metal or hard plastic lures, sinkers and any other surfaces that would not normally hold onto a scent.

We use the materials that fish have been evolving the ability to detect for millions of years. We have 31 scents right now, but the possibilities are limitless.

“We have not found a species yet that we have not been able to extract a scent from. This gives us an edge in the global market because we can work with distributors to create scents that work in their particular territories, whether it be freshwater or salt.”

Despite concentrating on the US since launch, Cowin’s phone has been ringing with enquiries from all over the world. Six partners covering ten territories have been signed up in the past seven months – and that‘s before BioEdge has even begun to roll out any kind of export strategy. Instead, those distributors have tracked down BioEdge for themselves.

Time, then, to bring the business plan forward by a year and begin, as Cowin puts it, ‘filling in the gaps in the jigsaw’. He is now actively seeking out more partners around the world to add to the distributors he has for France, Germany, Austria, Switzerland, Italy, Sweden, South Africa and Canada. “We welcome enquiries from anywhere, although we do see carp as a major market for us beyond the US, so would be particularly interested in hearing from distributors that can maximise sales in that sector,” he says.

Even the presence of major competitors with huge marketing budgets can not shake Cowin’s confidence.

“The presence of big manufacturers in the sector is actually a good thing for us,” he says. “They are stimulating and growing the market by educating anglers about the benefits of attractants. We just approach the market with all natural bait extracts instead of chemical-based stimulants.

“We have nothing to fear. Just like in the lures market, no scent manufacturer can own 100% share.

We’re happy. Sales have doubled every year and we are one year ahead of our business plan for exports.

We have proved that our all natural baits work when used by real anglers. We are in at the ground level with these big players and we have a different product. As this market grows, so will BioEdge.”

WHICH COMPANY IS INCREASING ITS SEA RANGE? See p44

“Our products are made from the actual scent of the bait. That’s what makes BioEdge different.”

CONTACTS FOR RETAILERS OUTSIDE THE USA BioEdge is currently distributed in ten territories outside the USA. Retailers in the countries listed below who are interested in stocking the company’s all natural scents are urged to make contact with the relevant distributor.

France, Belgium, Luxembourg Florida Fields +33 144758433 Alban.florida@yahoo.fr Germany, Switzerland, Austria SWAT Fishing +49 72547799935 info@swat-fishing.de Italy Bass and Pike Tackle +39 0 744281987 frndtt@gmail.com

BioEdge currently has 31 scents in its range including extracts from (from top) smelt, bloodworm and eel. It has also worked hard on its marketing and packaging design to attract anglers in-store. “After that, it’s all about word of mouth,” says Peter Cowin. “Our scents get results.”

South Africa Windy Bay Agencies +27 828778301 howard@windybayagencies.com Canada EdgePoint Inc +1 4162776308 craig@edgepointinc.com

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Sweden & Scandinavia Marketing in Time +46 705 453282 martin.ekdahl@marketingintime.com

Want to talk to BioEdge?

Here’s how to find them...

Tel: +1 207 848 3300 Email: petercowin@bioedgefishing.com Web: www.BioEdgeFishing.com November 2010 Angling International

43

SPECIAL FE ATURE

COMPANIES YOU NEED TO KNOW ABOUT...

SNOWBEE REACHES FOR NEW HORIZONS IN SEA FISHING

The company has launched its first full sea fishing range for the UK and Europe.

As ever, affordable quality is the theme – but there are a few surprises too.

S

nowbee has delighted its European distributors and UK retailers by unveiling its first full range of sea fishing tackle.

The UK-based company is best known for delivering high quality tackle at affordable prices in the fly fishing sector. Now, after years of development and fine-tuning, Snowbee has perfected a range of sea fishing tackle that fully reflects those core brand values.

“There has been a growing demand among our customers for a full sea

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fishing range,” says Sales & Marketing Manager Simon Kidd, “and now is the time to deliver it.

“Until now, we had a select range of high quality sea fishing tackle for serious boat anglers, but we have been working hard to develop good quality products at an affordable price to appeal to the wider market.

We have taken our time but we have succeeded. We have created a range that is typical of Snowbee – good quality tackle, designed for a specific purpose with the input of committed, passionate and knowledgeable sea anglers.”

Angling International November 2010

The move is perfectly timed for Snowbee after a year in which it has enjoyed its best ever sales and was awarded the Best New Fly Line Award at EFTTEX. To make the best possible sea fishing range, Snowbee has capitalised on the expertise of its in-house team and the strong relationship it has

WHY HAVE SNOWBEE SIGNED EFTTA’S LINE CHARTER? See p47

with its suppliers suppliers. Says Simon Kidd: “This positive move in the sea fishing market coincides with the development of Snowbee as a business. It is a natural progression. From this position of strength, our Managing Director Russell Weston, who has long had a passion for boat angling, has been able to take the time to develop the range he wanted.

“Nigel Bracey, our Business Development Manager, has contributed his own expertise, as has sea fishing expert Russ Symons. They have helped Russell test, develop and refine what is a truly great new range.

“We have also been able to use the expertise of the rod and reel factories we use for our game fishing products to manufacture top quality rods and reels for the sea angler. This is something that has been planned for some time. We have taken our time perfecting the range before taking this ambitious step into the wider sea fishing market.”

The new range includes three ‘21st century design’ Deep Blue ‘Charter’ boat rods, each with three-piece 7ft 6ins blanks in 12lb, 20lb and 30lb class. They will retail in the UK for between £59.99 and £64.99. To match these, Snowbee has introduced two Star Drag ‘Charter’ multiplier reels (a 20 at £57.99 and a 30 at £59.99) and for the connoisseur, two new Snowbee Deep Blue ‘CNC Machined’ boat reels, retailing at £239 and £259 respectively. The latter represent a first for Snowbee – machined boat reels that the company has produced itself (see panel right).

There is also a comprehensive range of Snowbee-

“Our boat rods have been the choice of discerning skippers and boat owners for years,” adds Simon Kidd. “But the introduction of this new range opens up new horizons for us.”

The new Snowbee sea fishing catalogue will be available in early 2011 but UK customers had their first look at the products at the UK’s Tackle & Gun Show in October. “That was key,” says MD Russell Weston (pictured right). “Because what differentiates the new Snowbee sea fishing range from our competitors’ is that it has been designed specifically for UK-style fishing.

“We haven’t taken just another US rod and tried to sell it into Europe. We understand it is a completely different style of fishing here and our range reflects this. This range has been designed by experienced sea fishing anglers specifically for the UK market.

“As well as the UK, we are expecting demand from throughout Europe and would urge retailers on

the Continent to visit our website for a full list of distributors,” he added. “Find the details of those in your country and get in touch. I guarantee you will not be disappointed.” appo

PRODUCT FOCUS

MACHINED REELS MAKE A SPLASH To complement the top-of-therange Accurate reels that it distributes, Snowbee has developed its own Deep Blue ‘CNC Machined’ boat reels – a first for the company.

Says Simon Kidd: “We will still continue to distribute the Accurate range of reels, which retail from £359 up to £899, but for the first time Snowbee has designed and produced its own machined reels. We wanted to offer great performance at an af-

fordable price point. It’s right that the new Snowbee sea range has good quality reels with a universal appeal.”

The Deep Blue reels were developed by Snowbee Managing Director Russell Weston and his regular fishing partner Russ Symons. Adds Simon: “For a long time, Russell and Russ have fished with Accurate and never found anything we could produce ourselves that could come close... until now.

“The new reels have been developed with a top manufacturer and the team here are unanimous in their endorsement of these new ‘machines’. They won’t take the place of an Accurate necessarily but they will come very close, and at a price that will appeal to a wider audience of sea anglers.”

“This is good quality tackle designed with the input of committed and passionate sea anglers.” – Simon Kidd branded accessories including filleting knives, cool boxes and livebait containers plus new soft Snakebite lures and Stinger jigs. “These are perfectly matched to two new Deep Blue ‘Speed Jigging’ rods,” says Simon Kidd proudly. “And in the pipeline we also have a unique, new and very modern bass spinning rod range.”

Snowbee, as you would expect from a leader in waders and waterproofs, will be including its class-leading ‘offshore waterproofs’ in the 2011 range. Its new products will be complemented by the acclaimed InvisaSwivels terminal tackle and the high-end Accurate reels, both of which Snowbee will continue to distribute, plus additions to the popular Smiths lures range.

A production first for Snowbee: the new Deep Blue ‘CNC Machined’ reel.

?

Want to talk to Snowbee (UK) Ltd?

For product enquiries or to order a new catalogue...

Tel: +44 1752 334933 Email: sales@snowbee.co.uk Web: www.snowbee.co.uk November 2010 Angling International

45

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Assistant Editor wanted

Angling International is firmly established as a respected media brand in the angling trade. It has built its ts reputation on the quality of its content and on impeccable customer service. To best serve the trade in the future, we are embarking on a strategy of improved news provision and better industry analysis.

Angling International now needs an experienced angling journalist to strengthen its team.

The rewards are there if you can prove: ● You have a proven track record in news journalism ● You have subbing and production skills ● You have a strong knowledge of angling and the angling trade ● You have a strong commitment to customer service.

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T IN Haroher debate the WHAT NEX G? Swis FLY FISHIN August 2010

Issue 31

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Angling International November 2010

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PLUS “WE WILL HAVE DYNAMITE TACKLE PRO TS IN THE SHOPS WITHIN A YEADUC R”

Dynamite’s Steve Cole on the Europe’s biggest tackle brandscompany’s plans to create

For more details and to discuss terms, contact Angling International Editorial Director, Rob Carter on +44 1733 392975 or email rob@topcornered.co.uk 50

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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

Fleece underwear and gloves from clothing innovator Aquaz The Eco Fleece Layer and Fleece Foldover Gloves are two of the new products from Aquaz, the leading OEM manufacturer of quality waders and clothing.

What the makers say: “The Eco Fleece Layer is environmentally friendly underwear made from ECO recycled 250g fleece. Sold as a pullover and pant set, the pullover features a front zip opener, while the pant includes a handwarmer pocket, elastic stirrups and elastic wrists, ankles and waist. The 250g fleece gloves are warm and comfortable and have sharkskin rubber on the palms for strong grip. The elastic wrist band can be folded over to retain warmth.”

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

1 November 2010 Angling International

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products you need to know about

One of the most advanced trolling motors The new Cayman-T from Chinese brand Haswing features the latest technologies in energy nergy saving and wireless control. New structures and materials combine to give 40% more power than other trolling motors in the same energy capacity.

What the makers say: “This is one of the most advance trolling motors on the market. It is the world’s first remote ‘servo-control’ transom motor on the market. The latest R/C technology hnology drives the wireless system response with sensibility and accuracy.”

Business contacts Tel: +86 139 233 286 81 Email: kei@haswing.com

3

Hooks for a smoother presentation The Maruto Offset Worm Hook with Weedless Gap is destined to be a big hit in 2011. That’s the confident claim of its US distributor Castalia Outdoors. Japanese company Maruto has been making high quality hooks for 100 years. This latest development uses a lower-angled bend at the eye to allow for a more horizontal fall of the lure and a smoother presentation with soft plastics.

What the makers say: “Sometimes it’s the smallest detail that can make a difference in how a lure performs. Lures such as worms and lizards will also slide into thick cover easier without the 90-degree bend that is common with other worm hooks.”

Business contacts: Tel: +1 863 635 7238 Email: mike@castaliaoutdoors.com Website: www.castaliaoutdoors.com

Super-lightweight glass lenses The Tenet from Smith Optics features optically precise Tapered Lens Technology, hydroleophobic water, oil and grease-repellent lens coatings, anti-reflective lens coatings and the highest quality Japanese polarised film aligned inside the lens.

What the makers say: “Backed with every high end feature from start to finish, the Tenet brings the ultimate visual experience to the discerning sunglass wearer. This is the lightest weight glass lens product on the market – so light and comfortable, in fact, you won’t believe it’s a glass lens product. This no holds barred assault on the status quo also includes a super resilient Grilamid TR90 frame and temple and nose pads for a secure fit in all conditions. The Tenet is backed by a lifetime warranty.”

Business Contacts Tel: +1 208 726 6532 Email: pcrow@smithoptics.com Website: www.smithoptics.com

A new Seanox rod holder that is already exciting European buyers

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Angling International November 2010

4 French company Amiaud has developed a new rod holder under its sea fishing range, Seanox, that has two new features. The first is an adjustable system that allows the holder to be attached to any bar from 25mm to 40mm diameter. The second is a swivel function that enables the angler to choose the angle of the rod. The holder will be shown for the first time at the METS 2010 marine equipment trade show in Amsterdam in November, but Amiaud already reporting lots of orders following the recent ANSPO show in Germany.

What the makers say: “These new features mean the holder can be used on any boat and adapted to any situation. The stainless steel construction that is unique to Seanox products is combined with plastic fittings to protect the rod.”

Business contacts Tel: +33 2 51 07 82 67 Email: jean-didier@amiaud.net Website: www.amiaud.net

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Camouflaged wireless bite indicators from Carson

Among the new carp products being launched for the new season by Italian manufacturer Carson is this wireless bite indicator set. The camouflage alarms are available as a set of three or four, both complete with receiver.

What the makers say: “Carson’s wireless bite indicators incorporate a night light function, volume control and tone control. An automatic resting function on saves battery power and the working distance is 150m.”

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

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High i performance floats from Vega New floats from Vega are set to capture the interest of both match and coarse fishermen. Vega has targeted match fishing with its Extreme series, available from 10g to 30g, while its coarse fishing selection is made up by Elite, in sizes between 1g and 6g, Blast, from 0.1g to 2g and Star from 0.5g to 1g.

What the makers say: “This new floats selection meets the highest performance demands of coarse and competition fishing. The body shapes and selected antennae enhance the floats’ perfect stability and sensitivity and will increase hooking rates.”

Business contacts Tel: +35 12 19 617455/6 Email: paulo.soares@mundinautica.com Website: www.vega.com.pt

Reels with a line identification system The GX500 reel from Greys features a new, patent-pending line identification system that allows the angler to mark the spool with line size, line density, sinking profile and even core type. The reel, which targets the mass stillwater market, is part of the 2011 product range that will be on show at the British Fly Fair International show on October 30th and 31st. It is also available in the GX700 version which has a bar stock frame construction and spools that are interchangeable with the GX500.

What the makers say: “Other features include a narrow, large arbour design for fast, level retrieve, a tri-grip handle and size 4/5/6 and 6/7/8 interchangeable spools. It also incorporates a centralised twin Rulon disc drag system.”

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Business contacts Tel: +44 1665 602771 Email: info@hardygreys.com Website: www.greysfishing.com

A four-in-one lure from the USA

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The Salt Flick’R, one of a number of Gene Larew Lures to make its debut at this year’s ICAST show, is a sinking worm, a shaky worm, a trick worm and a swimbait, all wrapped up in one. It is available in 14 colours, including solids and laminates.

What the makers say: “The Salt Flick’R has a unique oval shape with a slight bulge in the middle, which adds to its wacky-rigging prowess. The head is solid with plenty of meat for holding a jig head or worm hook. The design ensures constant movement, whether it’s the hyperactive swimming legs, the head or tail or some part of the flexible body.”

Business contacts Tel: +1 918 949 6291 Email: info@genelarew.com Website: www.genelarewlures.com

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products you need to know about More new bottle shapes from the UK’s leading packaging supplier Measom Freer, the packaging expert, has added a new shape to its stock bottles range. The Fosse range will launch 125ml and 250ml options, made from natural MDPE, other polythenes and natural polypropylene, with colours to order. The squeezy bottles, with flip top closure, are ideal for flavourings and additives. The recyclingconscious company produces most of its products in post consumer regrind.

What the makers say: “The ‘tottle’ option, meaning it can stand on its cap, makes this bottle ideal for the fishing market, where every drop counts. Screen printing in one or more colours is available. Our stock packaging has a flexible minimum order of just a single box, with minimal lead times optimising customers’ cash flow and stock management.”

Business contacts Tel: +44 116 2881588 Email: sales@measomfreer.co.uk Website: www.measomfreer.co.uk

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®

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Mr. Kei Ho (GM) Tel: +86 13923328681 Email: kei@haswing.com 54

Angling International November 2010

Life test prove performance and durability

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