Angling International Magazine - February 2010 - 25 by Brave Creative

EXCLUSIVE EFTTA President INTERVIEW Pierangelo Zanetta p32 February 2010 Issue 25

No . E EX FT1 FO H R T O E T I D B X MAILE 54 I T 9 O 10SI,NESSES RS BU IDESTT OUR W YE REACH

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

EUROPEAN BUSINESS Hungarians eye western markets Carp Zoom unveils its new range of match baits and accessories p10

CHINA FISH PREVIEW

Snowbee expands eastwards

TOP EXHIBITORS REVEAL THEIR KEY PRODUCTS

New deal opens up five new fly fishing markets p38

Vega’snewlinesfor southern waters The Portuguese ﬁrm targets the Mediterranean p18

Costa Del Mar signs for EFTTEX

Why the US sunglasses company chose Valencia p44

PLUS

What will 2010’s show tell us about the year ahead? The views of Aquaz, VMC Pêche and other exhibitors from p25

Trebles that increase hooking rates by25% France’s VMC Pêche marks its centenary with the launch of new range of ‘deadly efﬁcient’ hooks p8 BREAKING NEWS

AFFTA goes it alone with new fly ﬁshing show US industry is quick to give support p36

crédit photo : preview - 3D : alex@rakham.

CENTURY OF EXCELLENCE. VMC is celebrating 100 years of cutting-edge technology and high-precision fish hook manufacturing in France. Today, discerning anglers in over 70 countries choose VMC hooks. And what’s more, the world’s most popular ﬁshing lure brands are Armed with VMC™ treble hooks.

www.vmcpeche.com

FEBRUARY 2010

Welcome, Bienvenue, Bienvenida Willkommen, Benvenuto... Was it really seven months ago that Europe’s fishing tackle industry – and more besides – gathered under the roof of HungExpo in Budapest for EFTTEX 2009? It barely seems possible, but as the topic of Valencia and EFTTEX 2010 creeps into more of our conversations with companies around the world, so the reality looms larger. In an exclusive interview on page 32 of this issue EFTTA President Pierangelo Zanetta spells out the reasons why membership of the Association and attendance at the show is so important. And as you read the news and features in this issue you will find EFTTEX being mentioned more and more often by companies increasingly aware of this unique, once-a-year opportunity to expand into new territories. So now is a timely reminder that Angling International is the official media partner to EFTTEX and is the best possible place for

your pre-show advertising and editorial running up to the big event. Angling International has quickly created a reputation for crafting targeted editorial that generates response for its advertising customers. Our countdown to Valencia starts now and – as we found last year – space in the magazine will be at a premium. So for more information about how you can feature in the magazine don’t lose time in contacting Commercial Director Lucie Petrickova. In the meantime, both Lucie and I will be in Beijing for China Fish. If you are exhibiting or visiting the show and want to talk, please give us a call so that we can arrange a meeting.

Mel Bagnall mel@angling-international.com

Meet the makers of Angling International...

MEL BAGNALL, PUBLISHING EDITOR Mel’s vast experience in the angling industry includes six years as the publisher of UK company Emap’s angling business. He began his career on Angling Times where he was reporter, feature writer, sub editor and news editor, and was also assistant editor of Sea Angler. He has worked in magazines for more than 36 years.

ROB CARTER, EDITORIAL DIRECTOR Rob began his career writing for and editing specialist consumer magazines in the UK (including Match football magazine, Fore! golf magazine and Trout Fisherman) before being appointed editor-in-chief of Emap’s contract publishingdepartment.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.

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

LUCIE PETRICKOVA, INTERNATIONAL COMMERCIAL DIRECTOR Lucie can call upon seven years’ experience of delivering commerical solutions for angling clients. 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 Petrickova; lucie@angling-international.com; Tel. +44 7825 999230; Fax +44 1225 760249; Skype lpetrickova • Publishing editor: Mel Bagnall; mel@angling-international.com +44 (0)1733 392 977 • Editorial director: Rob Carter; rob@topcornered.co.uk • Art Director: Keely Docherty-Lee; keely@topcornered.co.uk • Designer: Kate Hooley; katehooley@atgraphicsuk.com • Database Manager: Graham Goor; grahamgoor@atgraphicsuk.com • International Ambassador: Caroline Thomas; caroline4u.thomas@virgin.net +44 (0)7952 555716 • Colour reproduction: AT Graphics UK Ltd, Peterborough, Cambs UK • Printed by: Warners Midlands plc, Bourne, Cambs UK • Subscription enquiries: enquiries@angling-international.com

MEMBER

•THANKS THIS ISSUE GO TO: Marc Bale, Gary Berlin, Caroline Bilodeau, Lucy Bowden, Bruno Broughton, Michaela Brussova, Montserrat Calico, Tania Clark, Matt Crawford, Cyrille Devorsine, Graham Goor, Frances Huang, Li Jiang, Liza Jones, Christine Ma, John Mazurkiewicz, Stephen McCaveny, Dawn Mercadal, Chris Morgal, Tom Legge, Ricky at China Fish, Mel Russ, Paulo Soares. No part of this magazine may be reproduced without the prior permission of the publisher. The magazine assumes no responsibility for the safety of contributions, although all reasonable care will be taken.

February 2010 Angling International

Diesen monat, Ce mois, Este mes, Questo mese... Februar nähert sich und alle Augen sind auf die China Fish gerichtet. Dieses Jahr ist das 20. Jubiläum dieser Ausstellung mit stetig steigender Wichtigkeit, was sind die Erwartungen für 2010? Auch China war nicht immun gegen die globale Rezession, aber wie viel hat sich in der Gerätebranche und ihren Fabriken in den letzen 12 Monaten geändert? Die selbstsichersten Branchenmitglieder teilen uns ihre Ansichten in unserer Sonderausgabe ab Seite 25 mit. Derweil liegt der Fokus auch in Europa auf neuen Produkten. Diesen Monat erklärt uns eine Reihe von etablierten Firmen, was sie dazu antreibt, jahrein, jahraus neue Produkte auf den Markt zu bringen. Haken-Riese VMC Pêche baut auf 100 Jahre Erfahrung als Hakenhersteller sowie wegbereitende Innovationen (Seite 8). Für Mitbewerber Mustad liefert der beratende Weltmeister Alan Scotthorne die Inspiration. Seine Rolle erklärt er auf Seite 14. Für die UK Geräteﬁrma Snowbee ist es die Leidenschaft ihrer führenden Mannschaft. Diese verbringt regelmäßig viel Zeit überall in der Welt direkt am Wasser mit potenziellen Kunden. Die Ergebnisse dieser Leidenschaft sind auf Seite 20 zu lesen. Natürlich werden sich bald alle europäischen Augen auf die EFTTEX richten, dementsprechend bieten wir in dieser Ausgabe eine erste Vorschau mit einem Interview mit EFFTA-Präsident Pierangelo Zanetta. Dies auf Seite 32. Viel Spaß mit unserem Magazin!

Février approche, toute l’attention se tourne vers China Fish. Cette année est le 20ème anniversaire d’un salon qui à constamment grandi en importance, que peut en attendre l’Industrie pour 2010? La chine à été plus protégée de le récession mais qu’est ce qui à changé parmi les fabricants majeurs dans les 12 derniers mois? Les plus conﬁants d’entre eux nous font part de leurs vues dans une avant-première spéciale commençant page 25. Cependant l’intérêt en Europe est aussi sur les nouveaux produits. Ce mois quelques sociétés établies nous font part de ce qui les motive à innover année après année. Le géant de l’Hameçon VMC s’appuie sur 100 ans de développement technologique (page 8) et sa conﬁance en la technologie dite “cutting-edge”. Un autre géant, Mustad s’inspire des avis du Champion du Monde Alan Scotthorne, et il explique son rôle (page 14). Pour La société anglaise spécialisée dans la mouche, Snowbee, c’est la passion de ses anciens. Ils pêchent régulièrement et passent des heures au bord de l’eau avec des clients actuels ou potentiels dans tous les coins du monde. Le résultat de cette passion est page 20. Bien sûr, tous les yeux Européens vont bientôt se tourner vers EFTTEX. Pertinemment, nous commençons l’année avec une interview exclusive de Pierre Zanetta, président de EFTTA (page 32). Bonne lecture.

Angling International February 2010

Cuando se acerca febrero, todo enfoca a China Fish. Este año es el 20 aniversario de una feria que ha crecido en importancia, pero ¿qué puede esperar de ella el comercio de pesca en el 2010? La propia China no ha sido inmune a la recesión mundial, pero exactamente ¿cuánto ha cambiado entre sus principales fábricas productoras de artículos de pesca en los últimos 12 meses? Hemos recogido a partir de la página 25 los puntos de vista de algunas empresas. Mientras tanto, el objetivo en Europa son los productos nuevos. Este mes, un número de compañías establecidas nos explican lo que los impulsa a ofrecer nuevas innovaciones año tras año. El gigante de los anzuelos VMC Pêche se basa en la experiencia de fabricación que se remonta a 100 años (página 8). Eso, y su fe en la tecnología de vanguardia. A su gran competidor Mustad, la inspiración le viene del campeón del mundo y consultor Alan Scotthorne. Él explica su papel en la página 14. En Snowbee, empresa especializada en artículos de pesca a mosca del Reino Unido, es la pasión de su equipo directivo. Pescan con regularidad y se pasan horas en el agua con los clientes potenciales en todas partes del mundo. Los resultados de esa pasión están en la página 20. Por supuesto, todos los ojos de los europeos pronto girarán hacia EFTTEX. Apropiadamente comenzamos el primer número de este año con una entrevista exclusiva con el presidente de EFTTA Pierangelo Zanetta. Está en la página 32. Disfrute de la revista!

Con febbraio alle porte tutti gli occhi sono puntati sulla Cina. Il 2010 celebrerà il 20° anniversario di un evento che negli anni ha acquisito sempre più importanza.... Ma il settore pesca cosa si aspetta? La recessione non ha risparmiato nemmeno la Cina, ma esattamente quanto è cambiato tra i propri maggiori produttori di attrezzature di settore negli ultimi 12 mesi? Il più ﬁducioso ci ha permesso di condividere i propri punti di vista nella nostra speciale anteprima a pagina 25. Dall’altra parte del mondo l’Europa si sta orientando su nuovi prodotti. Questo mese una serie di aziende affermate ci spiega l’energia propulsiva che li spinge a produrre innovazioni anno dopo anno. La grande produttrice di ami VMC Pêche si afﬁda alla propria esperienza produttiva centenaria (pagina 8) unita ad una tecnologia d’avanguardia. Per i concorrenti Mustad è l’ispirazione del proprio consulente campione al mondo Alan Scotthorne, che spiega il proprio ruolo a pagina 14. Per l’azienda di pesca alla mosca Britannica Snowbee è la passione per il proprio senior team. Pescano costantemente e trascorrono ore sull’acqua con potenziali clienti in tutte le parti del mondo. A pagina 20 il risultato di questa passione. Sicuramente tutti gli occhi degli europei saranno presto puntati sull’EFTTEX. Non a caso iniziamo il primo numero delle anteprime di questo nuovo anno con una esclusiva intervista al Presidente dell’EFTTA Pierangelo Zanetta (a pagina 32). Vi auguriamo una buona lettura!

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VMC’s hunger for success proves sharper than ever The French hook giant is celebrating its centenary with yet more innovations including the deadly efﬁcient Spark Point. “It’s our experience that sets us apart,” says MD Stanislas de Castelnau.

MC Pêche, 100 years old this year, is working hard to make sure that the company’s longevity and rich tradition are translated into the highest quality. VMC is rightly proud of the fact that it began fish-hook production in 1910 and that it is the only hook manufacturer to maintain production in Europe. But the famous French hook maker has never lost sight of the fact that it is judged first and foremost on the quality of its products. And while its rich history makes fascinating reading, it is innovative ideas and modern-day technology that drive the business today, ensuring that VMC hooks remain relevant for today’s anglers and lure manufacturers. High precision machines and tooling are specifically designed and built in-house, and cutting-edge technology is applied to hook shapes, points and

coatings. But it is the acquired knowledge through 100 years of hook making and the application of that knowledge to meet changing market needs that has culminated in unsurpassed products, says President and Managing Director Stanislas de Castelnau. “The success of VMC is based on our leading-edge technology and on our inventiveness. But even more important is the savoirfaire of the people making our hooks,” he stresses. “VMC’s success has been made possible by all their years of experience and their ability to continue to develop and innovate in the market. We are in a process of continuous improvement.” VMC’s contribution to the advancement of hook technology is nowhere more evident than in the distinctive Spark Point, the company’s latest premium product for ultimate

100 years of extending its reach worldwide How VMC Pêche has grown to be a global leader in treble hooks and supplier to 70 countries around the world. It was in 1910 that VMC’s illustrious heritage in hook production began at its ironworks in Grandvillars, but the origins of the company actually go further back than even that – much further in fact. It was in 1796 that the Viellard family appointed Jean-Baptiste Migeon as Manager of its steel forge. When in 1835 Jean-Baptiste’s daughter married Juvenal Viellard their initials were combined to form VMC. And so it was that in 1996 the company joined the ‘Henokiens’, an exclusive group of 200-year-old family businesses. But it is the centennial celebrations that are the talk

Angling International February 2010

of the industry right now as VMC looks back on 100 years of manufacturing on home soil, a tradition of which it is ﬁercely proud. Back in the beginning however, the company was quick to recognise that hookmaking expertise lay in Redditch, England, and in 1910 some ten families from the Midlands town were ‘imported’ to help set up the company’s new hook department. Proﬁts grew and it was in 1938 that a dedicated hook-making factory was opened in Morvillars. A golden age began and VMC, with 450 workers and a turnover of FFR 7.7million, took the lead in the French hook market.

WHAT DOES VMC EXPECT FROM CHINA FISH THIS YEAR? See p26

and permanent piercing power. The point is hardened by ‘forming’, followed by chemical sharpening. Front and back reinforcement ribs guarantee the point’s rigidity while ‘energy channels’ increase the speed of penetration and driving force, resulting in deadly efﬁcient hooking power. Spark Point has been made available on an extended range of single and treble hooks, including the lethal Tropic treble for tropical ﬁshing. Further evidence of VMC’s pursuit of perfection is the Fastgrip point, which has three micro-barbs to ensure that hook setting is instant – and under only 30% of the pressure required with a regular hook.

“The success of VMC is based on our leading-edge technology combined with the experience of our workers”

ness. The secret formula prevents signs of corrosion in saltwater for over 1,000 hours, says VMC. Hook shapes have also come under the eagle eye of the VMC design team. The award-winning SureSet (Scorpic) Treble – described as ‘the hook with a sting in the tail’ – combines a wide-gape single hook with a double hook to provide maximum scope in attack and hooking rates. The eye has been rotated in line with the largest branch to provide lures with perfect balance and exceptional swimming action, even at high speeds. The Barbarian treble features a uniquely designed locking curve that ensures the maximum transfer of energy toward the point while setting the hook. This results in a faster penetration and can improve hooking rates by up to 25%. The treble’s V-shape locks the ﬁsh close to the shank, applying less pressure on the point. Tests have proven that the unique geometry of the Barbarian increases the hook’s resistance to opening and thus prevents ﬁsh escaping.

The upper barb guarantees swift connection with the ﬁsh while the two lower barbs prevent the ﬁsh from coming off, even when the line is slack. The Fastgrip also reduces damage compared to a regular barbed hook, complementing catch and release practices. Permasteel, VMC’s exclusive anti-corrosion coating, creates a protective shield and helps maintain sharp-

VMC Inc (USA)

VMC PÊCHE FACT PANEL The original Morvillars ironworks in France produced drawn wire, nuts and bolts for local factories and continues to meet the needs of industrial professionals to this day. VMC Pêche was a founding member of the European Fishing Tackle Trade Association (EFTTA) and its annual show EFTTEX. Today 70% of VMC’s total production is exported around the world. The company’s daily production capacity is four million hooks a day. The VMC factory functions night and day for seven days a week to meet worldwide demand. The VMC labour force was drawn predominantly from the local village. A hundred years later, providing local employment for local people remains a key priority for the company.

VMC Europe

A WORLDWIDE REACH VMC Pêche is proud to have sustained hook production at its factory in France for 100 years, but today its reach is global, covering 70 countries in all ﬁve continents of the world. The US subsidiary, VMC Inc., was formed in 1981.

The post-war ﬁnancial crisis plus a serious decline in the quality of raw materials and increased foreign competition then combined to present a new challenge.

It was the arrival of Christophe Viellard as President in 1969, and his dual strategy of international growth and automatic machining, that led to a spectacular recovery. By 1974 daily treble hook operation had increased from 5,000 pieces to 60,000 pieces. Expansion continued with the creation of US subsidiary VMC Inc., in 1981, followed by further international growth into Russia, Poland, Ukraine, Germany and Brazil.

VMC Europe, established in 1995, became responsible for European distribution and ﬁve years later a high-proﬁle merger with Rapala saw the creation of Rapala VMC Corporation. Current President and Managing Director Stanislas de Castelnau (left,centre of picture) was appointed a year later and now presides over a company that boasts a turnover of more than €15 million.

Want to talk to VMC?

Here’s how to ﬁnd them...

Tel: + 33 3 84 57 34 34 Email: saels@fr.vmcpeche.com Web: www.vmcpeche.com

February 2010 Angling International

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Carp Zoom puts its faith in for major push intowestern

After a decade building a reputation across Europe, Hungary’s Carp Zoom is renewing its efforts to grow in western markets with a product range that extends beyond carp to competition angling, accessories and more. “I’m delighted that EFTTEX 2010 will be in Spain. It is one of the markets where carp ﬁshing is growing fast.” So says Carp Zoom Senior Managing Director Salim Fadil, who is preparing to capitalise on a decade of rapid growth for his comCarp Zoom Senior MD pany in middle and eastern Salim Fadil: “We want Europe with a concerted to be strong in France, push into western European Spain and Portugal.” markets. Spearheading that push will be a range of new products that strengthens Carp Zoom’s position in the carp market while also extending its reach into competition ﬁshing and into new territory alongside the bait sectors. Packaging, practicality and price have helped propel the Hungarian company into a serious force within Europe’s ultra-competitive carp baits sector over the past decade. Having started out in 1994

THE INTER

Mini Pop-Ups Demand for smaller baits from many nations led Carp Zoom to launch its new Mini Pop-Ups, 10mm baits in Green Lipped Mussel, Strawberry, Honey, Sweet Corn, Scopex and Crab/Mussel ﬂavours. They come in 120g screw-top pots.

Boosters New boosters for 2010 include powder dips, liquid dips, sprays and groundbait additives. The feed-inducing powder dip comes in ten different ﬂavours including some unusual ones like Fish Meat, Banana, Hot Spice and the intriguingly named Dead!

And it’s more than just bait...

Customer demand has lead Carp Zoom to create a range of bait-related accessories, with 2010 seeing the introduction of PVA, swimfeeders (feeding baskets) plus leads, boilie stops and bait bands. High quality PVA comes in eye-catching and practical packaging with a host of options including mesh and mesh refills, tubes, bags, bullet bags with holes and strings, tape, strong and extra strong strings. Bank sticks and keepnets are another new area. And finally, focusing on fish health, Carp Zoom now also offers Fish Aid, an antibacterial spray to apply to wounds on carp and speed up nature’s healing process.

Angling International February 2010

Feeders and leads are just some of the accessories now available.

Method Mix A new product with applications in both the specimen carp and competition ﬁshing camps, Carp Zoom Method Mix has been developed following trials at lakes throughout Europe. Method Mix is a universal easy-to-work mix which scores everywhere. It comes in 1kg bags in three ﬂavours.

as an ornamental fish breeder under the banner of parent company Fish Kft, a timely expansion into the tackle sector prompted a first appearance at EFTTEX in 1999. By 2005, all tackle products had been grouped and relaunched under the Carp Zoom banner – a brand well known and trusted across central Europe by that time. “Valencia this year will be our 12th EFTTEX and we would like to develop business by meeting many potential partners,” adds Salim Fadil. “We are strongest in middle and eastern Europe and would like to see the same situation in some western European countries like France, Spain and Portugal. We would also like to find potential partners in the USA, Canada and the Far East – especially Japan and China.

WHAT DOES SNOWBEE HAVE IN STORE FOR 2010? See p20

new baits Europe

“We insist on practical packaging that also looks good. It helps retailers sell our products because they look good on display”

RVIEW

Hookers Fire Shot is a new family of hookable baits offering high quality at affordable prices. Choose from boilies in Strawberry, Monster Crab, Mussel, Honey, Squid/Octopus and Pineapple ﬂavours, or pre-drilled Black Halibut pellets in 12mm and 16mm sizes. They are supplied in 120g resealable packs.

Match Zoom No.1 Carp Zoom’s exciting launch into the competition angling market has been developed with Stefan Posselt, Germany national team member since 1998. Posselt has a deep understanding of how to blend ingredients for the best results for different waters, species and conditions.

Australia is interesting too. It’s a place where we feel carp ﬁshing’s popularity is on the rise. We expect our pellets and boilies to do well in the coming years, also our many special hookbaits and quality groundbaits.” Carp Zoom prides itself on the quality of its products, although none are made in Hungary itself. Instead Salim Fadil has scoured Europe for the best suppliers. “We keep our prices very competitive by buying vast quantities,” he says. Instead, the focus in Hungary is on creating practical packaging to help those products sell – and on delivering the very best customer service. “Our products have excellent eye-catching packaging,” explains Salim Fadil, “but not only do they look nice, they are also practical. That is an important

Pellets Boasting high nutritional value, excellent amino proﬁle and high oil content with a ﬁsh-friendly formula, Carp Zoom’s pellets range has been further boosted in 2010. The additions include Sweet Baby Corn Pellets, Feeding Halibut Pellets, Red Halibut Pellets and Strawberry Halibut Hook Pellets.

Amur Grass Carp Grass carp have different dietary requirements to their cyprinis carpio cousins. Carp Zoom has recognised this with a range of new grass carp-speciﬁc baits. Amur Corn and Amur Pearl Corn are supplied in 220ml and 210ml screw-top jars while Amur PopUps come in an 80g tub.

factor for our wholesale customers and the retailers because good packaging lends itself to good display. Most of our products can either be hung on the wall or shown in their own carton. Retailers appreciate this. Our price range is reasonable, so in terms of competition we have many advantages – we offer high quality baits in reachable form at reasonable prices.

Particle baits Tigernut, Lupin, Hemp, 5X Mix and Corn are ﬁve new particle baits which are all proven ﬁsh catchers. Tigernut and Lupin hook baits come in 220ml glass tubs.

And after that? “The key in business for us is always having good relationships and being on friendly terms with our partners. Our philosophy will always be that they are not only partners in business, they are also our friends. We have always been able to react to challenges by working closely with our excellent partners.”

Want to talk to Carp Zoom?

Here’s how to ﬁnd them...

Tel: + 36 34 312496 or 337142 Fax: + 36 34 510496 Email: contact@carpzoom.com Web: www.carpzoom.com www.carpzoom.eu February 2010 Angling International

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COMPANIES YOU NEED TO KNOW ABOUT...

Hardy &Greys proves ithas the tools to succeed in2010

There are more than 90 new products in the 2010 Greys Prowla range including user-friendly tool rolls.

Innovative products, trusted brands, competitive prices plus investment in stock availability – that’s the Hardy & Greys formula for more market share in 2010.

fter strengthening its European and North American operations in 2009, Hardy & Greys has launched a raft of new products in the coarse, game, carp, sea and predator sectors for the year ahead. The products have been launched under the company’s globally famed brands, Hardy, Greys and Chub.

The company’s conﬁdence is underlined by a stated intent to further improve upon the successes it has had in its supply chain process. In 2009 it delivered consistent product availability in excess of 95%, plus a price freeze for more than 70% of the company’s range. Hardy & Greys Commercial Director Ken Brewster told Angling International: “Our new product

development teams have worked diligently all year. We have introduced a number of very aggressive marketing strategies, and while the UK and European economies are still fragile, the consumer will continue to demand the best value for money, supported by the conﬁdence of an established brand. Hardy, Greys and Chub are now uniquely positioned to take advantage of this.”

A huge new range of rods, tools and accessories for predator anglers The launch of more than 90 new products under the Prowla banner announces Greys’ arrival as a major player in the fast-growing sector of freshwater predator fishing. Unveiled at the Tackle and Guns Show in October 2009 with the aim of ‘revolutionising predator fishing’, Prowla cuts a wide swathe into the pike, zander and perch fishing world with specially designed kit including rods and luggage plus everyday essentials like floats, booms and sinkers. Prowla Product Manager Andy Charlton and consultant John Horsey worked closely together in developing the range, catching pike to 30lb-plus along the way. 12

Rods-wise, the 13-strong Prowla range covers all the predator angling disciplines including jerkbaiting, dropshotting and bait ﬁshing, running from 6ft light models through to a 3.5lb test curve bait ﬁshing weapon. The top-end Platinum models feature Greys’ exclusive D-Tecta reel seats which allow the angler to trap braid

Angling International February 2010

between ﬁnger and blank for enhanced feel on the take. Prowla luggage is built to last with user-friendly features in the quiver holdall, bait bag, tool roll and trace tube. Vital tasks like safe unhooking and trace construction are comprehensively covered by Prowla tools including forceps, side cutters and assorted pliers.

Want to talk to Hardy & Greys?

Here’s how to ﬁnd them...

Tel: +44 1665 602771 Fax: +44 1665 602389 Web: www.hardyﬁshing.com www.greysﬁshing.com www.chubleisure.co.uk

Rods to suit every kind of fly fisherman With 15 single-handed rods and a further three double-handed models, Hardy’s new Uniqua family demands attention from the entire fly fishing spectrum. There is a rod to suit everyone here – from small stream stalkers through reservoir trout devotees to those who seek big river salmon. As you would expect from any rod bearing the legendary Hardy marque, each individual Uniqua delivers optimum balance and performance for the task in hand, aided by top quality AAAA cork handles, Fuji striper guides, hard chrome intermediates, all-alu hard anodised reel seats (uplocking on trout rods, downlocking on salmon rods) with reel location markers, plus protective storage tube. The four-piece single-handed models start with a delightfully delicate 7ft 6in #3 brook model and rise to an easy loading 10ft #8 version. With dark pine coloured blanks built upon a sophisticated mix of 30/40 tonne carbon, the double-handed trio of Uniquas come in 13ft, 14ft and 15ft lengths with respective line ratings of #8, 9 and 10. Hardy’s worldwide extended warranty gives extra peace of mind to customer and retailer alike.

Even better bivvies for carp anglers It’s been a great year for Chub. And the forward-thinking team behind this highly regarded carp/specimen angling brand look set to make 2010 even better. It’s thanks to a hot new product range which includes S-Plus and Vizor bivvies and shelters. S-Plus brings the latest in modern design and technology within the price range of even more anglers. The basic shelter has a 5000mm hydrostatic head 210D cover plus, for strength and protection, 16mm 6061 aluminium poles and frame support bars. The Chub S-Plus Shelter has a host of other features more typically found on costlier shelters such as extended storm panels which roll back for extra vision, inner skirts, lightweight Velcro-detachable groundsheet, shock corded pegging points, in-line tension bars, Velcro rod bands and T-pegs. The S-Plus Bivvy (right) is a highly versatile newcomer. Its zipped removable front panel means it can be used as a full bivvy system or an open-

fronted base for days as well as summer overnighters. In one and two-man sizes, the new Chub Vizor Bivvy will catch the eye of serious carp and specimen anglers who appreciate small and subtle advances in quality. Radical design features include a cranked front pole that enlarges the storm peak for wider protection, plus a full set of clear windows for maximum vision whatever the weather. The Climatex high performance breathable canopy boasts a 10000mm hydrostatic head and is teamed with Chub’s unique Back Draft Ventilation System, banishing unwanted interior drips and allowing the angler to adjust inner airﬂow.

February 2010 Angling International

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World champion salutes Mustad

Twenty years after he ﬁrst partnered with Mustad, Alan Scotthorne is aiming for his sixth world title using the company’s hooks. “They’ve helped me achieve my dreams,” he tells Angling International.

his year marks the 20th anniversary of one of the most successful and enduring partnerships in world angling: between UK pro angler Alan Scotthorne and the world’s leading hook manufacturer Mustad. In that time Scotthorne has amassed a record-breaking five individual world titles, each one achieved using Mustad hooks. And in return Scotthorne has repaid the support of his sponsors by developing a new concept in hooks: the worldrenowned Long Point range. Many of the innovations behind those hooks are present in today’s Alan Scotthorne Signature range, a 14-strong series which forms the backbone of Mustad’s range of competition fishing hooks. Although developed for a European style of fishing, Scotthorne’s hooks – plus 35 different styles of Long Point hooks – sell worldwide. Such appeal is testimony to Mustad’s constant innovation and the company’s ability to track every important trend. As 2010 begins and Scotthorne starts planning for a sixth world title, more Mustad AS Signature releases are already in the pipeline. Meanwhile, here is Alan Scotthorne’s guide to the current range, including his personal favourites. Says the five-time world champion: “The Hair

Carp is a super-strong eyed pattern for heavy commercial fishery work, while the Power Carp comes in both spade-end and eyed versions. I like these for worm fishing on feeder or pole. “For shallow fishing on the pole in the summer months there’s nothing to beat the Penetration Carp, whose needle-sharp point connects with extra fish when lifting and dropping. Then there’s the Stillwater Power, formerly known as the Bream Feeder, which is a versatile medium wire hook also excellent when fishing worms. “The Wide Gape Power is one of my all-time favourites in barbed and barbless forms, and also the Super Power version. For big fish and big weights in Ireland and Europe it’s untouchable in my opinion. I love the Wide Gape Match too. Whether barbed or barbless,

FIVE GLORIOUS VICTORIES

Alan Scotthorne looks back on his ﬁve world titles, all won with Mustad hooks.

1996 “It was on the River Mincio in Italy. I used

Bolognese tactics with a hook called the BLN Light Feeder, part of the old Ultra Point range that is now discontinued.” 1997 “We were fishing for skimmers on Hungary’s Lake Valence. Before the event I had caught so many fish on the pole using the Round Bend Match hooks, mostly size 16, from the Long Point range, that I felt so confident. This pattern is now part of my Alan Scotthorne range. It’s fantastic for catching skimmers but also strong enough to land any rogue carp that show up.” 1998 “We moved to a rowing course in Croatia where pole and slider came into play for mixed fish. Using the correct hook was so important; it needed to be fine yet capable of landing grass carp to 4kg on running line. I

these hooks are supreme for finesse presentation. “The Round Bend Match is obviously another real favourite because I won two of my World Championships with it. Meanwhile the Match Maggot has a traditional crystal bend and I like the smaller sizes for delicate maggot fishing. I once gave my friend Mark Turner one of these and he caught 1,180 fish on the same hook before losing it. That tells you how well it stays strong and sharp.”

chose the Mustad Wide Gape Power barbed version and won my third title in a row.” 2003 “My fourth win was on a river in Slovakia. Using flat floats up to 40g catching barbel to 4kg and bream required a very special hook, and my choice was the Mustad Bream Feeder in size 12. It’s a relatively fine hook but very powerful. When you hooked a barbel you had to pull very hard to stop the fish from running into neighbouring pegs or breaking you, but something with a little finesse was also required to catch the bream. These hooks were perfect.” 2007 “It was back to Hungary’s Lake Valence. Again skimmers were the main target along with the odd carassio, but my hook choice was the same as in 1997. And my trusty Round Bend Match did the damage again, proving what a versatile hook this is.”

Want to talk to Mustad?

Here’s how to ﬁnd them... Tel: +47 61 13 77 00 Fax: +47 61 13 79 52 Email: infor@mustad.no

Angling International February 2010

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

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

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

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Northland founder sets his sights on bigger ﬁsh

After winning an army of admirers in the US for his lures, John Peterson believes the time is now right to accelerate Northland’s international growth.

hen young north-woods fishing guide John Peterson emerged from his basement workshop clutching his first home-made jig he felt sure he was on to a winner. But even he could not have envisaged what was to follow. Peterson took the jig to the North West Sport Show in Minneapolis where he proceeded to sell out his entire stock. And the rest, as they say, is history. That was 35 years ago. The jig was the now famous Whistler Jig®, the first in a long line of jigs, rigs, spinnerbaits and spoons that have made Northland Fishing Tackle one of North America’s most admired lure manufacturers. The addition to the business of John’s brother Duane, also a tournament professional, accelerated the company’s development. John quickly adopted a policy of enlisting other pros and guides as he built the formidable Team Northland® Pro Staff. “Our main slogan through the years has been ‘Developed by fishermen for fishermen’ and this is definitely one of the main reasons behind the company’s success,” said John. “Another key element of our business philosophy

and customer services. We understand their need to take their products further. “We are trying to push increase turn ratio and sales volumes while maintainthe envelope,” affirmed John. “We want to lead the ing strong gross margins,” added John. industry by applying new technologies and learning Northland produces from unrelated industries.” lures for a whole range Today Northland is looking beyond the US. “We of species includreceive international enquiries daily and are in the ing crappies, perch, 1 Listen to your customers. process of setting up international distributors bluegill, walleye, bass, around the globe to better service our worldwide 2 Never stop trying to improve on your existing products. northern pike, muskie consumer base,” explained Assistant Brand Manager 3 Surround yourself with experts. and trout. Its most Chris Morgal. “Our current catalogue offerings will 4 Understand the needs of dealers and distributors. successful brands inbe very relevant for many markets and, with our reclude the number one action speed, we can supply custom-made products all-time best selling livebait jig, the Fire-Ball®. is listening to consumers, buyers and distributors. in the colours and sizes required by the customer. Having turned their company into a major industry We are happy to hear from businesses eager to The combination of being fishermen ourselves, of player, the Petersons remain as enthusiastic as ever to working with experts and hearing what the custompartner with us.” ers want has enabled us to stay close to market trends and offer innovative, cutting edge products.” John is also quick to acknowledge the vital role played by Northland’s dealers and distributors. “We Here’s how to find them... strive to help them in every possible way, whether through dealer programmes, point-of-purchase Tel: +1 218 751 6723 Fax: +1 218 751 9133 Email: sales@northlandtackle.com advertising or various merchandising techniques Website: www.northlandtackle.com

Northland’s Four-Point Philosophy

Want to talk to Northland?

Angling International February 2010

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VEGA FOCUSES ON LINE RANGES

After a year of rapid expansion, Portuguese tackle specialist Vega has reaffrimed its ambitions in Europe by launching a new range of lines ideal for the Mediterranean region.

ew companies have achieved such rapid recognition on the global stage in 2009 than Vega. Pursuing an ambitious expansion programme, the Portuguese Paulo Soares: “Dealers company has in the past year can expect top quality.” opened a new office in China and added a host of new products to its range. Vega was formed in 1985 with the initial aim of producing fishing gear for the Iberian market. But 25 years on the brand has penetrated most European countries through a policy of continuous innovation, frequent launches and the wise choice of distribution partners. Now Vega plans to accelerate its rate of progress still further with the launch of a raft of new lines on to the international market. The new series carefully targets the most popular fishing sectors and techniques, including spinning, surfcasting and match fishing. It also seeks to service the most popular markets in southern Europe and the Mediterranean. Vega meets the requirements of the spinning sector with its ‘Akada’ brand, fluorocarbon-coated, champagne-coloured monofilaments in 150m spools, and a braided, grey Dyneema line, also in 150m spools. For match fishermen, there are two versions of the brand ‘Number One’, including a sinking black monofilament in 150m spools and a fluorocarbon in 50m spools for terminal rigs. Both these have been vigorously tested and approved by Team Vega experts, current champions of Portugal and joint-world champions in 2008. Saltwater anglers will benefit from Vega’s ‘Potenza’ lines, a series already proving popular in numerous European markets. Among the stand-out products here is the fluorocarbon-coated version, spooled in 300m lengths, and also a pure fluorocarbon in 50m spools. Also within the Potenza range is a dark green braid packaged in six spools of 100m, ideal for anglers who prefer to buy and use their lines in this 18

way. “All of these new lines are from Japanese factories, ensuring the best raw materials, high performance and accurate diameters,” assured Export and Product Manager Paulo Soares. “Each one has been extensively tested in the most difficult fishing conditions. “Dealers can expect to find the innovation and attractive presentation, together with the commitment to quality, they have become accustomed to with Vega,” he added.

NEW PRODUCTS

VEGA’S MAGNIFICENT SEVEN! POTENZA BRAIDED This eight strand, perfectly-round braided Dyneema line is 100% waterproof with saltwater treatment coating. Available in diameters from 0.12mm to 0.42mm.

POTENZA SC Produced from an exclusive extruding process for softness and low stretch. The ﬂuorocarbon coating makes it almost waterproof, keeping its high tenacity when wet. Available from 0.28mm to 0.50mm.

POTENZA FLUOROCARBON ST Manufactured with high PVDF raw materials for enhanced invisibility and water resistance, which preserves the original strength of the line under water. Available from 0.21mm to 0.35mm.

AKADA BRAIDED Ultra thin Dyneema braided line with a heat-treated surface coating that increases the abrasion resistance and avoids tangles. The perfectly round section allows faultless line

Angling International February 2010

lay for superior casting. This line is 100% waterproof and available from 0.20mm to 0.29mm. AKADA FC Manufactured from high quality PVDF raw materials for higher tenacity and smoothness. The ﬂuorocarbon coating increases both the abrasion resistance and the invisibility. Akada FC is available from 0.20mm to 0.35mm.

NUMBER ONE 6 FLUOROCARBON HG 100% ﬂuorocarbon line, produced using the latest extrusion processes and the highest PVDF raw materials available to achieve unparalleled tenacity and softness. Available from 0.10mm to 0.16mm NUMBER ONE MATCH FS 7 A new polyamide copolymer with stable and strong molecular bonds. These bonds enhance the sinking, low memory and smoothness characteristics. Available from 0.14mm to 0.22mm.

Want to talk to Vega?

Here’s how to ﬁnd them...

Tel: +35 12 19 61 7455/6 Fax: +35 12 19 61 7457 Email: paulo.soares@mundinautica.com Website: www.vega.com.pt

W I T H S U F I X , T H E R E ’ S N OT H I N G YO U C A N ’ T C ATC H

H OT T E R T H A N F I R E.

SUFIX HIGH PERFORMANCE FISHING LINE. BECAUSE YOU NEVER GET A SECOND CHANCE AT A ONCE-IN-A-LIFETIME FISH.

Suﬁx Performance Fuse is hotter than ﬁre. The unique thermal fusion bonding technology and higher weave count create a rounder braided line with enhanced smoothness and superior Capt. Rick Murphy casting. Unmatched utlra-fine diameter gives me near zero stretch for instant hook setting power and confidence. “With Sufix, there’s nothing I can’t catch.” To find out more, visit sufix.com.

THE WORLD’S MOST HARDCORE FISHING LINE.

INTERNATIONAL DISTRIBUTION RAPALA VMC CORPORATION

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Fly ﬁshing passion drives Snowbee to the top

hat does it take to create the very best fly fishing equipment? At Snowbee, they believe they have found the answer: the expertise of true fly fishermen. “We have had so many world-class fly fishermen working on Snowbee products,” says MD Russell Weston, himself a passionate angler. “It’s the only way to improve our products every year. Who else would have the patience and the sheer willpower to imagine, create, test, re-think and then come up with an even better rod, reel or line?” It is a formula that has kept the UK-based company at the forefront of product design for fully 25 years. Products are developed by an experienced team and then tested on some of the best waters in Europe – including the rivers of south-west England, within minutes of Snowbee’s head office in the city of Plymouth. It can take time, but as all good fly fishermen know, all good things come to those who wait. “Take one of the earliest Snowbee products, Prestige fly lines,” says Russell Weston. “When you held that box in your hands it represented two-and-a-half years of painstaking development work. Work to perfect the material coating, the line profile and the balance. What is now the XS fly line is still probably the best of its type available today.” This year a range of new ‘Classic lines’ has been added to the ever popular XS portfolio. They have all the hallmarks of their highly developed predecessors, offering performance coupled with outstanding value for money. “We know anglers will appreciate them,” adds Russell. This pursuit of perfection means Snowbee has no fear of replacing a popular product with a new one. Take the award-winning XS fly reels. They have won admirers around the world – yet today their place has been taken by a new generation of Snowbee reels. The new Geo fly reels are significantly lighter, but with an equally efficient, modern drag system. “They have taken the market by storm,” says Russell, “and once again put Snowbee at the forefront of reel production.”

This year also sees improvements to both of Snowbee’s most widely admired rod ranges. Simon Kidd, Snowbee’s Sales & Marketing Manager, who is also an England fly fishing international, says: “Two years ago we brought out the truly exceptional Prestige and Diamond rods. They incorporated the latest thinking in fly rod design and material technology and became our biggest selling ranges of fly rods ever. Yet for 2010 these ranges have been completely upgraded, with the move to all four-piece and six-piece blanks.” Retaining the same crisp, middle to tip action of their predecessors, the new Diamond Series still represents exceptional value for money, starting at below £100. “They compete on performance with many of the best rods on the market, but are infinitely more affordable,” adds Simon. “Using the best quality materials, we spared nothing in producing the best looking, best fishing four-piece fly rods we could achieve at this price.” And how can he be sure? “Because I use them myself,” he says. Snowbee will of course always be most famous for the exceptional quality of its waders. Twenty-five years on from launching its very first PVC waders, the company remains at the forefront of design in the sector. It now distributes its Prestige range of breathable waders to 26 countries, and is looking to break new territories for these and all its other key products, having just appointed a new distributor for five eastern European countries. Adds Russell Weston: “We achieved 20 per cent growth in 2009, despite the world economic problems. Despite this growth, we are still small enough to be flexible and to react quickly to new demands from all our export markets. “Take the 2010 fly rod range. Some of our new eastern European distributors requested longer, lower line rated rods for their Czech nymph style of fishing. We reacted to this fast and 11 new rods have been included in the Prestige and Diamond ranges this year. “We like to think we offer a service second to none, not just to our UK customers, but also to our growing export customer base. Having distributors in so many countries also has the advantage that we get to fish in some pretty exciting locations too!”

Angling International February 2010

HOW WILL EFTTA BETTER SERVE THE EUROPEAN TRADE? See p32

FIVE OF THE BEST FOR 2010 The stand-out Snowbee products for the year ahead

Diamond Rod Series For 2010 Snowbee has six new models joining the Diamond range. These new longer, lower line weight models, will appeal particularly to river fishers in central and eastern Europe, the home of Czech nymphing techniques. They will also find favour with those anglers switching to lighter line classes and continental methods. Geo 790 Cassette Reel A new Cassette Spool version of the Popular 790 model. Built to the same exacting standards as the current reels, but fitted with a precision-moulded cassette spool. The result? Quick-change, inexpensive cassette spools as favoured by competition fishermen. Geo Wading Jacket Using the very latest in breathable material technology, the Geo combines the convenience of a lightweight pack-away with all the features you would expect from the best wading jackets. It’s designed with a slightly longer length to encourage combined sales with the Geo Over-Trousers. Prestige Zip-Front Breathable Waders A new addition to Snowbee’s most reliable range of breathable waders, the Zip-Fronts were tested to their limits on the beautiful Kennick Reservoir, high up on Dartmoor near the company’s HQ. They have also been endorsed by the Secretary of the Federation of Highland Angling Clubs in Scotland.

NEW CONSUMER CATALOGUE OUT NOW The new-look 100-page 2010 Snowbee Fly Fishing

catalogue is now available. Contact Snowbee for details.

Prestige Multi-Purpose Fishing Bag Designed by anglers who travel the world – and understand how inconvenient it is to be hampered by baggage restrictions on airlines. Snowbee’s solution is a truly multi-purpose bag which works equally well as a hold-all for tying materials or as a bag for business trips, complete with ‘laptop’ pocket and fold-down ﬁle dividers.

Want to talk to Snowbee?

Here’s how to ﬁnd them...

Tel: +44 1752 334933 Fax: +44 1752 334934 Email: ﬂyﬁsh@snowbee.co.uk Web: www.snowbee.co.uk February 2010 Angling International

Angling International February 2010

BOOK NOW FOR EFTTEX 2010 IN VALENCIA See p52

COMPANIES YOU NEED TO KNOW ABOUT...

SEBILE SETS PACE WITH FAST SINKERS

After rapid success with its trend-setting Magic Swimmers, Sébile has now added a Fast Sinking range. It’s all about fall rates, explains Patrick Sébile.

he lures sector of the fishing tackle market could never complain of being under-served. Walk into even the smallest dealer anywhere in the world and you can bet they will have at least a modest selection of products. All variations of shape, size, colour, actions – and yes, price too – appear to be available on today’s marketplace. But some lures are considerably better than others when it comes to doing the job for which they designed. And every now and again a product appears on the market that changes the course of lure fishing. The Magic Swimmer is one such product. The lure’s designer is Frenchman Patrick Sébile, well known for his formidable fish-catching skills before forming his own company in 2005. Sébile had travelled the world for 20 years, catching almost 600 different species in 60 countries, before deciding to design and produce his own creations. “Like many of my lures the Magic Swimmer was very different. It was the result of experience gained by catching fish all over the world and observing the interaction between gamefish and baitfish,” says Sébile. “Genuine innovation in this sector is rare and it didn’t take long for the word to spread about this new lure.” The first Magic Swimmer, so named because of the way it performs and catches fish, came on to the market in the spring of 2006, shortly after Sébile had decided to base himself in America. The impact was remarkable. By the time Sébile exhibited at the ICAST trade show that summer the market was clamouring to get hold of these fantastic new lures. Demand outstripped supply for the next three years. The lure was so named because of its action and the way it attracts predators, but it might equally have been christened because of the many look-alikes that suddenly appeared from nowhere as if by magic! But imitations are always only that and never the real thing, and Sébile has continued to set the pace and stay ahead with additional models spawned by the original Magic Swimmer, the latest being the Fast Sinking Magic Swimmer (series F-SK). “These fast-sinking swimmers are great ‘fall’ or ‘drop’ baits,” explains Sébile. “Most finicky or inac-

tive fish prefer attacking on the fall more than the retrieve. This lure, although lipless, can get down deep while swimming on its own during the entire descent.” Sébile is eager to point out that the success of this series is really more about science than magic, and this latest creation is no exception. Each F-SK in individually engineered using mathematical ratios between body height and specific points along the lure’s length from nose to tail. This configuration, together with a tall back and compressed head, produces lateral turbulences along the body to create a phenomenon typical in live baitfish. The internal weighting is also scientifically determined, with strategic placement by lure size providing a weight-forward centre of gravity resulting in an unaided swimming movement on the fall. No action is needed by the angler in order to make the bait ‘swim’. This series of Magic Swimmer is also a very long distance casting bait, thanks to its volume/weight ratio. Sébile’s attention to detail of how the actions of different prey fish trigger reactions in predators is responsible for the design of the F-SK, as it has been with the full line of these versatile jointed swimbaits. “It is important for anglers to recognise the science behind each model in the Magic Swimmer series,” adds Sébile. “First came the slow sinking swimmers, and now the faster versions. Each has its own fall rate and purpose, and every model gives the angler many ways to make predators strike.”

F-SK: THE DETAILS There are five sizes in the lineup, accommodating almost all fresh and saltwater needs. Model 82F-SK measures 3½ inches and weighs 5/16 ounce; 110F-SK is 4½ inches and ¾ ounce; 145F-SK is 5¾ inches and 1½ ounces; 190F-SK is 7¾ inches and 3 ounces; and 228F-SK is 9 inches and 5 ounces. The lures in saltwater-specific colours come rigged with tin ST46 hooks. All others are armed with black nickel finish ST36 hooks. Both hook styles are rust-resistant and made from high-quality Japanese materials.

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

Northern US & Canada: bstockhaus@sebile.com Southern US & Mexico: keoff@ sebile.com Latin America: pgarcia@sebile.com Europe & Russia: lpicq@sebile.com Rest of world: sales@sebile.com Websites: www.sebile.com www.sebileusa.com February 2010 Angling International

5 PAG

XHI E SPECIAL SECTION E

BITOR SHOWCASE

CHINAFISH 2010

SHOW PREVIEW 5-PAGE SPECIAL SECTION

EXHIBITOR SHOWCASE

Top exhibitors reveal the new ranges they have planned for 2010.

MAKE CONTACT

Arrange appointments before the show using the contact details in this section.

THE EXHIBITORS’ VIEW

What will the 20th annual China Fish look like? Key exhibitors share their expectations.

PRODUCTS • ADVICE • INTERVIEWS

WHAT KIND OF CHINA FISH CAN WE EXPECT THIS YEAR? Will this year’s China Fish signal the end of recession, or will cautious buyers indicate more hardship to come? And what of China’s domestic market? Is it growing as expected? On the eve of the show, key exhibitors share their views.

“I expect to see signs of economic revival”

“I’m expecting more buyers to choose on quality not price”

Brandon Hwang, Managing Director, Aquaz “China Fish is a good show for us. We are looking to grow our business in 2010 and being in Beijing in February can help us achieve this. The event is expanding and we expect to meet more customers every year. We are looking for partners in Japan, North and South America and the UK in particular but we are happy to enter

chaoyang electrical equipment factory l l l l l l l l l

professional trolling motor manufacturer

Mr Wu Dong, General Manager, Holly Kudos, exclusive sponsor of China Fish overseas buyers’ activity “I have been visiting China Fish since 1999 and witnessed its booming growth, but this year we will formally exhibit with a booth area of 216 sqm.

The new venue for the show is new and much bigger, which is more convenient than previous ones. I have heard of the new EFTTA lounge and I have always admired EFTTA as a pioneer in the promotion of the European market. I hope that someday we can become business partners. The global economy is showing signs of reviving and we have seen an increase in orders. As an exhibitor I wish to continue this growth and deal with wholesalers from other territories. Speaking for exhibitors who endeavour to promote their innovative products, I hope that the show’s efforts on behalf of intellectual property protection will play a positive role. Looking ahead, I would suggest that China Fish adjusts its timing from February to October, which is the

crucial period when overseas buyers make their purchasing choices. I also hope that China Fish makes stricter investigations into the background of exhibitors so that the show remains a reliable platform for everyone. With the rapid development of the internet and online transactions leading to signiﬁcant changes in the structure of original buyers, I suggest China Fish provides differential services to import and export corporations, wholesalers and retailers.” • Holly Kudos can be found at booth number M075

CHINAFI Input 12v - 24v DC SH W277 Thrust 24, 30, 40, 48, 60, 70lbs Reinforced nylon bracket Telescopic or fixed handle 5-speed forward, 3-speed reverse 2 leaf weedless propeller LED power indicator UL standard tinned wire AMP American-approved connectors

Tel +86 574 8809 9526 Fax +86 574 8846 3930 Mobile +86 1360 588 4883 E-mail sunelexe@gmail.com February 2010 Angling International

CHINAFISH 2010

SHOW PREVIEW PRODUCTS • ADVICE • INTERVIEWS

“Watch for signs on China’s domestic market”

This special booth has been commissioned to celebrate the show’s 20th anniversary, but what kind of show will it be this year?

other new markets if we think they have potential. The Chinese domestic market is interesting of course. I think it still needs more time to mature but I am positive that it will be one of the major markets in the future. As always, our main emphasis will be on quality breathable waders. We have also expanded our range to wading shoes and clothing . In recent years we have been very successful in selling good volumes of wading shoes and we will continue to develop more items in the range. It will be interesting to see how buyers behave. Some customers have bought cheaper products during the poor economy, but low price often means low quality and they end up having to repeat buy. The economy has meant that many manufacturers are having difﬁculty in pricing, but our strategy is to provide high quality at mid range prices rather than aim for mass volumes. It is important that my customers remain happy and I have found that, despite the ﬁnancial pressures of the last year, most still want to buy quality.

In 2010 we will focus our energies on expanding the product ranges under the Aquaz brand while still supporting our many OEM and private label customers. We expect our Chinese and Korean factories to be very busy.” • Aquaz can be found at booth number W271

“We expect to build on our success”

Zhao GuoQiang, Manager, Jilin Jabo Electronic Fishing Tackle Company, Jilin City, China “We sincerely hope that we can reproduce the success that we enjoyed at last year’s China Fish when we won the award for the Best of Show category. We produce remote control devices in large quantities using aviation technology and that is generating more and more interest from foreign markets. We hope it will be accelerated by meeting new customers in Beijing. We launched our remote control bait boats in 2006 and they are becoming more and more appreciated by fisherman in other countries. The second generation of Jabo products includes electronic fish finders for sea fishing. China Fish should attract new distributors for our products.” • Jilin Jabo Electronic Fishing Tackle will be at booth W527

Angling International February 2010

Rodolphe Jacques, Sales and Marketing Director, VMC Pêche “China Fish is an ideal platform for VMC to meet our current customers, showcase our new products and make new contacts. Our main focus is to find new opportunities to grow our business with OEM lure manufacturers. The quality of the China Fish show gets better and better each year, in terms of organisation, exhibitors and visitors. It has become one of the top five trade shows worldwide in our industry so it’s vital for us to be there. It’s logical for VMC, as the biggest treble hook producer for OEM customers, to be exhibiting in a country which today boasts the world’s largest market in lure manufacturing. Although the show is not aimed at the domestic retail market, it provides a great opportunity for us to meet with leading retail players such as large wholesalers. Angling in China is evolving rapidly, in all types of fishing, and I believe that in the years to come, the retail market in China will become one of the biggest worldwide. We must be receptive and respond to the requirements of this new consumer base.” • VMC Pêche can be found at booth number W408

“The EFTTEX lounge could attract more overseas buyers” Zhang Tingfeng, Sales Manager, Mustad Fishing Tackle Co. Ltd “The ratio of Mustad’s sales volume in the domestic and overseas markets is 30% to 70%, so we still need to develop domestic markets. But we are not going to Beijing just for orders, but also to show our company’s

strength and to make contact with fellow members of the trade. I am very interested in the EFTTEX lounge because this could attract more overseas customers looking for suppliers in China. How could China Fish be better? I would like to see it offer a choice of booth preferences.” • Mustad can be found at booth number E188

“I’m hoping for more international recognition”

Ruon Chengyao, General Manager, Shenzhen Yazhida Fishing Tackle “We have been coming to China Fish for 20 years and it is China Fish that took us into the international market. I hope that the show will lead the whole trade in the direction of continual innovation rather than OEM. As an international brand, China Fish ought to bring Chinese brands to the world and if possible an organisation should be established aimed at promoting domestic brands to overseas anglers and promoting international recognition.” • Shenzhen Yazhida can be found at booth number W098

“EFTTA’s presence is important”

Zhu Guohua, Sales Manager, Ningbo Zhongyuan Alljoy Fishing Tackle. “When you already have steady clients, attending China Fish is not just about orders but for showing the company’s production capability and strength. China Fish is a gateway for our company to connect with international markets and without it we cannot be so successful. Generally speaking, the show is good, but I am not satisﬁed with the booth design. If that could be

improved it would be perfect. The EFTTEX lounge will be a good chance to learn more about the demands of international markets, which will be very useful in helping us develop new products.” • Ningbo Zhongyuan Alljoy Fishing Tackle can be found at booth number M180

“It’salreadycloseto beingthebestshow” Simon Henton, Group Sales Manager, First Dart “China Fish is becoming perhaps the best international show in the calendar. Although EFTTEX remains a great show for branded merchandise as well as OEM suppliers, I believe China Fish is a better show for OEM manufacturers – after all China is where the world goes to source its ﬁshing tackle. For us it’s a valuable opportunity

to show customers that we really are the one stop shop for all their ﬁshing line needs. Add to this the growing professionalism of the show, the timing and the critical mass it now has and I would be very loathe to miss this show. There is still work to do on improving the infrastructure and environment around the show but that’s more about the development of China itself. It won’t take long to come up to world standards. On the downside February can be cold in Beijing, but then July in Las Vegas is a challenge too.” • First Dart is at booth number E001

CHINA FISH VISITORS FACT PANEL Travel information

• Free shuttle bus China Fish has organised free buses from Beijing International Airport to the Jiuhua International Exhibition Centre on February 22nd and 23rd. Advanced bookings are requested. • By taxi The JIEC is about 30 minutes/30km from the airport and a taxi fare will cost in the region of RMB 70-90 (US$10-13). Taxis from terminal 2 can be found outside gates 3 to 7. From terminal 3 refer to the signs inside the building. Customers are advised to ask for receipts and make a note of the car number. • City travel Visitors can download a travel guide either in Chinese or English as a guide to travelling in Beijing.

Opening hours

The show is open from 9am to 6pm on both February 23rd and 24th and from 9am to 4pm on February 25th.

Admission

Admission is free for pre-registered buyers before January 21st, 2010, and you can log on to the website www.chinaﬁshshow.org for online pre-registration. On-site registration is US$30 per person.

Key contact details

Tel: +86 10 5820 3101/2/3 Fax: +86 10 5820 3100 Email: lijiang@chinaﬁsh.cn Web: www.chinaﬁshshow.org

February 2010 Angling International

CHINAFISH 2010

SHOW PREVIEW PRODUCTS • ADVICE • INTERVIEWS

Power Jig offers lures tested by Japanese pros

International companies seeking top quality lures should look no further than Power Jig. It can call on 20 years of experience at its Taiwanese factory in the manufacture of its freshwater and saltwater lure ranges. The company, which includes the popular Biayu triple-jointed lure among its product lines, also beneﬁts from the expertise and input of Japanese pro anglers in the design of its lures, the ﬁeld testing and the packaging. Power Jig prides itself on its quality products and good customer service and extends a welcome to international customers to visit booth W203 to view its products.

MAKE AN APPOINTMENT Tel +86 25 5277 6975 Fax +86 25 5277 6971 Email info@powerjigﬁshing.com Website www.powerjigﬁshing.com

BOOTH No.

W203

FirstDart returns with superb range of lines

Line specialist FirstDart is returning to China Fish with a fantastic selection of new products. During the past year FirstDart has continued to develop as a first class OEM supplier and offers a full range of products. Said Group Marketing Manager Simon Henton: “Further investment in our plant and equipment means we remain at the leading edge of advances in the world of sport fishing lines. An ISO quality accreditation, in-house packaging design service, a commitment to customer confidentiality and international offices in Shanghai, Singapore and UK allow us to offer a first-class service to OEM customers in all continents of the world.” New from FirstDart for 2010 are a clear fly line, a range of spinning braids and fused lines, and a range of carp braids. “If your company has sport fishing lines in its range then come and talk to us at China Fish on booth E001 or alternatively contact me direct,” added Simon.

MAKE AN APPOINTMENT Tel +44 7836 243741 Email simon@ﬁrstdart.com Website www.fujida.net www.ﬁrstdart.com 28

Angling International February 2010

BOOTH No.

E001

Jigging reel experts Maxel: “Come and see our new upgrades”

Maxel Fishing Tackle has been manufacturing high quality big game and deep water jigging reels in Dongguan in the heart of China’s technology centre since 2003. Says the company’ Frank Cheung: “Our manufacturing skills and the expertise and experience we have in producing aluminium parts are unequalled. Our products enjoy a superior reputation among our customers in all corners of the globe. At China Fish we will display our upgraded jigging reels along with a comprehensive range of models and sizes for the discriminating customer.” Maxel produces big game reels, downriggers, rod holders and more.

MAKE AN APPOINTMENT Tel +86 769 869 58396 Fax +86 769 869 58395 Email sales@maxel.com.cn Website www.maxel.com.cn

BOOTH No.

E265

Strike Pro set to unveil its newest creation: the irresistible Bandit Tail!

China Fish visitors will have the chance to see Strike Pro’s exciting new creation for 2010, the Bandit Tail. Measuring 220mm (150mm without the fully replaceable tail), the Bandit Tail is very ﬁsherman-friendly and, say the manufacturers, gets results regardless of the retrieve. Slow sinking with a side-to-side motion, the lure has the added attraction of a soft plastic tail and a slight rolling motion at the end of each glide. When paused, the tail continues to ﬂutter irresistibly. This will be just one of a wide range of lures being showcased by Strike Pro in Beijing. The 80g lure is available in 12 colours and armed with Owner ST-36 treble hooks.

MAKE AN APPOINTMENT Tel +46 87 61 0600 Email lc@cwcab.com Website www.strikepro.com

BOOTH No.

M155

Sangan opens its doors Expect yet more high quality rods and blanks to OEM customers from Weihai Hanhigh The Weihai Hanhigh Fishing Tackle Company is among China’s leading manufacturers of ﬁshing rods and will again be impressing visitors with its products at the big Beijing show. The company’s extensive product range includes a broad choice of rods plus a selection of carbon, carbon composite and high modulus carbon blanks. It is also happy to to develop new products for OEM customers. Weihai Hanhigh is perfectly situated in the Gushan Zone of Weihai, the perfect location from which to service its customers around the world.

MAKE AN APPOINTMENT Tel +86 631 538 1858 /1861 Fax +86 631 538 1859 Email river@hanhigh.com; river12166@hotmail.com Website www.hanhigh.cn

BOOTH No.

M225

The Sangan Fishing Tackle Factory and Sangan Import and Export Company specialise mainly in the manufacture and export of rods, reels, lures, weights/sinkers and other accessories. As well as working with top brands, Sangan also exports a wide range of ﬁshing tackle and other outdoor products including lines, hooks, nets, chairs, bags, clothing, bivvies, umbrellas and diving products and invites interested customers to visit its website to ﬁnd out more. The company has a professional team dedicated to serving medium to small-sized importers, to help them design and choose different types of packing etc. Both OEM and ODM business is welcome.

MAKE AN APPOINTMENT Tel +86 514 879 69766/876 93522 Fax +86 514 876 93533 Email sangan@sangan.com Website www.sangan.com

Holly Kudos expects huge interest in its deluxe match products

HollyKudos has high hopes for its new range of deluxe bags and rod holdalls. The keepnet bags in particular are expected to be big sellers. PVC materials and strong, tape-sealed seams keep them waterproof and mean the end to leaking bags releasing stinking water inside the car on the way home. Another angler-friendly product sure to be a hit with competition anglers is the new stainless steel groundbait mixer. Its unique shape allow anglers to reach every corner of the groundbat bowl and its hexagonal-shaped shaft will ﬁt in any drill.

MAKE AN APPOINTMENT Email info@hollykudos.com Web www.hollykudos.com

BOOTH No.

M075 February 2010 Angling International

BOOTH No.

E128

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

New US rod company puts faith in microguide technology

ormer Bassmaster Classic champion Boyd Duckett has launched a new fishing products company following his split from E21, the Toronto manufacturer of Carrot Stix rods. Duckett Fishing LLC is based in Demopolis, Alabama. Its first product is MicroMagic, a range of ultra-lightweight, high-end rods utilising microguide technology, which, says Duckett, will significantly improve casting distance and accuracy and offer unmatched sensitivity. Former E21 designer Ken Whiting and executive Sean Schuyler have joined Duckett as he reassembles the award-winning development team. Duckett, one of the top pros on the ESPN Elite Series Tour, will use the new rods from February at the 2010 Bassmaster Classic. He has revealed that other pro anglers will soon join his professional staff. “We are not the first people to make a fishing rod with microguides, but we’re the first company to put this technology into mass production, introducing it

to the market on a wider scale,” explained Duckett. “We’re taking existing technology to a whole new level. There’s nothing ‘same old’ about what we’ve created. What we’ve done is extremely special and ahead of the curve. We’ve had a lot of input from Boyd Duckett: “We’re custom rod builders who know ahead of the curve.” what they’re doing and combined that with the best kind of research and development, including on-the-water testing by pro anglers.” Duckett emphasised that the company would not be making what he described as “corporate style” decisions that would impact on product quality. His slogan of ‘driven by pros, not by proﬁts’ comes, he says, from the fact that his rods are developed by and for pros. “We won’t be sitting around a boardroom table ﬁguring out ways to cut corners to help the bottom line. That leads to inferior products and we’re

Anglers trust big brands, latest US survey shows Brand loyalty is a key factor behind the purchasing decisions of more than half of anglers in the US, according to a new survey. The November 2009 study revealed that 51.6 per cent of anglers agreed that they prefer to continue using the same quality brands. The influence of other experienced anglers also has a major bearing on what anglers buy, with almost 53 per cent confirming that they rely on the advice and opinions of others. AnglerSurvey.com, conducted by Southwick Associates, identified that

What inﬂuences your purchase of a brand? Brand loyalty Magazine advertisement Another experienced angler/hunter TV commercials Other 30

other factors influencing brandpurchasing decisions include magazine advertisements (11.8%) and TV commercials (6.3%). “These results suggest anglers rely on discovering the best quality brands through word of mouth within their peer group versus being swayed by the media,” says Southwick Associates. AnglerSurvey.com provides information to assist the outdoors equipment industry, government fisheries and wildlife officials and conservation organisations to track consumer activities and expenditure trends. Anglers 51.6% 11.8% 52.7% 6.3% 24.9%

Angling International February 2010

Hunters 53.8% 11.8% 50% 5.2% 28.2%

simply not going to do that,” he added. Duckett left E21 over disagreements related to quality and warranty issues and relishes the opportunity of having complete control over product development, manufacture and warranty. “What’s significant is that we have control over our products,” he asserted. “We’re in a position to make sure there is a high standard of production. We can offer anglers innovation that’s not purely profit driven. We’re committed to producing exceptional rods that truly help anglers.” The new company further underlines the influence of the pro angler scene on the US fishing tackle industry. Duckett is believed to be the only Bass Elite Series angler to ever start and manage a major fishing products company. The new rods will initially be available online at www.duckettfishing.com and will be in retail stores in 2010. More information from +1 888 603 0005; info@duckettfishing.com; www.duckettfishing.com.

NEW GARDNER CATALOGUE The 2010 trade catalogue from Gardner Tackle is being distributed to the company’s retail accounts and international partners in time for the implementation of new prices in January. The catalogue contains Gardner’s new items and established favourites, along with products offered by companies for whom it distributes. In addition, Gardner is sending out a new product disk containing high resolution images and logos for use on retailers’ websites, a spreadsheet of the 2010 price list, pdf ﬁles of the catalogue, the Customer Brochure and Sea Lines E-Brochure. Gardner will continue its exclusive worldwide distribution of ATT products in 2010 and will continue to distribute for Enterprise Tackle, Planet Prints, John Roberts, Mistral Baits, Heathrow Bait Services and Carp Company. Further information is available at sales@gardnertackle.co.uk or on +44 1483 454678.

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

“WE ARE NOW MUCH BETTER EQUIPPED TO PROTECT THE INTERESTS OF EUROPE’S ANGLING TRADE” After stabilising EFTTA’s ﬁnances, President Pierangelo Zanetta now has a vision for a more representative, politically strong trade body in Europe. “It’s the only way to address all our concerns,” he tells Angling International.

ierangelo Zanetta could not have chosen a more turbulent time to be President of EFTTA. Yet in the 18 months since he took on the permanent position at the Association to add to his role as Managing Director of Shimano Europe, Zanetta can point to a number of significant achievements; achievements, he says, that have laid the foundations for a stronger, more representative organisation – and one with a more powerful political voice. Talking to Angling International from his office in Milan, Italy, Zanetta is keen to talk about the future for EFTTA, not least his plans to prove the Association’s value beyond staging EFTTEX. The annual trade show is comfortably the most important single event in the European calendar, yet for years EFTTA has struggled to match its impact with any other initiative or service. Not for much longer, says Zanetta. The Association has ambitions to be a truly representative trade body in Europe – and the first 18 months of Zanetta’s presidency, he says, proves he and his fellow EFTTA Board members mean business. What, then, has been achieved in that time? “The most straightforward achievement – but the most 32

important, as well – was to push the Assocation back towards breaking even,” ventures Zanetta. “Secondly, against the backdrop of the weakening European economy, and with a new competitor show, we have maintained the success of EFTTEX. “Finally, this year we have achieved something exceptional with our lobbying activity with success on the cormorants issue. It was the first time that our direct action met with success at European Union level, and that is hugely significant.” Zanetta now has a four-point plan to meet the challenges that the industry will face in the next decade and beyond. “We want to act more forcefully in setting the standards of business for the angling trade,” he says. “Minimum standards for products are key, and monofilament regulation will be the first act. “Secondly, we want to increase our lobbying activity within the European Parliament by hiring a second lobbyist. We’ve learnt it’s important to maintain a high profile and have as many supporters as possible, so we also have plans to start a fishing club for MEPs that enjoy our sport.

to organise a good show in Valencia in 2010 in the light of the very tough economic situation. We are committed to promoting EFTTEX around the world and it’s working well. That’s down to the huge efforts of our CEO Jean-Claude Bel and the General Manager of EFTTA, Janet Doyle.” The tougher economic climate provides a clue to Zanetta’s thinking. EFTTA, he says, needs to deliver greater value for money for its members. It has been a theme of his presidency, and a subject he has returned to in interviews time and time again. But what does it mean in practice? “I strongly believe that the task of an organisation like EFTTA is to provide a 360-degree service for the industry it represents,” he explains. “It needs to be concerned with all aspects of the business. “For EFTTA that means a number of things. It starts with protecting fishing from all external threats, and that includes fighting harmful regulations and challenging any unnecessary protection of wildlife, such as we did on the cormorants issue. “Where illegal copies are an issue, we need to defend the intellectual property rights of all companies, large and small. A good trade body should also set down the rules and standards of a healthy market. “We should present ourselves as a proper representative body, one that speaks for the trade at all levels, from the EU Parliament down to the national level. And, of course, we should organise proper activities that enhance and grow the market, which means the best possible fishing trade shows.” It all sounds very ambitious. Is EFTTA up to the task? The President is certain it is. “The good news is that we are heading in the right direction,” he adds. “With the help and support of all our affiliates, I

“For the first time, our direct action met with success at European Union level. That is hugely significant” “Next we intend to have a deeper connection with other trading associations, both national and international. And that is complemented by our final aim which is to include more national European trade bodies in the decision-making processes of EFTTA.” And what of EFTTEX? Rest assured, it remains the jewel in the crown. “We will be putting a massive effort into making EFTTEX an even greater success,” confirms Zanetta. “The immediate goal, of course, is

Angling International February 2010

THE PRESIDENT’S 4 POINT-PLAN FOR EFTTA believe this Board can achieve real progress.” And the President himself? Is he concerned to leave a powerful legacy? “The people that know me well know that I have never been interested in publicity or in honours. So, no, it’s not about a proud programmme of personal achievements, just about leaving the association in excellent shape for the future. It needs to be an efﬁcient organisation with real power behind it.” And the message for companies that have not yet joined this association with its greater ambitions? “It‘s very simple,” concludes Zanetta, “especially in these difﬁcult market conditions. If you want to make your company more visible and open up new markets, you have to be part of EFTTA. “Once again in 2009 we proved the power of EFTTEX to open up eastern Europe, including Russia, to our members. We will do the same again in 2010, this time with a show in western Europe, in Spain. EFTTEX consistently achieves results for exhibitors. We have long-term plans as I have explained, but even for purely short-term business reasons, companies should join EFTTA.”

Pierangelo Zanetta explains what the Association needs in order to face the challenges of the next decade.

1. More lobbying power

“Our business is highly effected by decisions that can easily be made without us even knowing about them. And fishing has major opponents with strong lobbying capabilities, not just radical animal rights activists but other major interest groups like commercial fishermen. A wrong decision in the EU or in a national parliament, made without any discussion with us, could have a nightmarish impact. Look at the introduction of the sea fishing licence in Portugal. It so seriously damaged the market that it almost collapsed. The lack of a strong trade association in that country, coupled with the laziness of EFTTA at that time, permitted it to happen. Today we are much better equipped to protect our interests.”

2. Greater democracy

“I have my own personal strong opinion on this issue. An association like EFTTA will have more power at its highest level if it expresses the views of all the trade associations at national level. I am going to work hard to make EFTTA a federation of Europe’s national trade associations. There should come a time when each nation sends one or more elected member to the EFTTA Board. Only with that democratic change will we be entitled to speak proudly on behalf of the entire European trade.”

3. Stronger global connections

“Myself, our CEO Jean-Claude Bel and our General Manager Janet Doyle have had a good number of very positive meetings with Japanese, American and Chinese trade associations. Everybody agrees on the usefulness of these meetings and the importance of discussing our common interests. It is a ﬁrst step and in my opinion it will lead soon to the creation of a worldwide angling trade association. Again it will take time, but the general consensus is there. It’s easy to imagine the objective of such an association. Basically, it will have the same targets as EFTTA but with a global view. Take just one example – the proper rules of healthy trade between China and the rest of the world. They can only be settled by discussion at a global level.”

4. Enforceable standards for products

“Setting the standards of business is very important and we intend to be more active in this area. A healthy market needs common rules and standards. The regulation of monoﬁlaments is just the ﬁrst act.”

February 2010 Angling International

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

Former Eurocord director sets up new enterprise in the Netherlands

BraidTech HQ: the new ofﬁce in Oisterwijk.

new braiding company plans to become operational in Europe in 2010. Dynatex BV is owned by former Eurocord Sales Director Fred Loonen and will operate under the brand name of BraidTech. Loonen left Eurocord in March last year after 16 years with the Dutch OEM company and has put together a team of specialists in braiding, stretching, fusing and coating. He has taken ofﬁces in Oisterwijk in the Netherlands, and chosen a production location in the Far East. “I have gathered a lot of experience as a specialist in braided ﬁshing lines for many years and I know exactly what customers want,” said Loonen. “And that’s competitive prices combined with high quality in an attractive package.

“I have found a partner in the Far East who has invested in a production facility, machinery and fibres. New high-tech machines will be installed in the next few months and we hope to be operational in the second part of 2010. We are negotiating with potential suppliers. These include DSM Dyneema. There is no official agreement with them yet but I am confident of becoming their customer.” BraidTech plans to offer various floating and sinking braided lines. All lines will be offered both on bulk spools for respooling and repacking and as customer brands as an OEM service. Loonen believes that a combination of Far East production, high-tech machinery, expertise in the manufacturing processes and rapid supply will prove attractive to customers. “Supply can be arranged direct from the Far East

or from our warehouse in the Netherlands, which will enable quick deliveries into Europe,” added Loonen. Dynatex will sell textile and other braided products to other markets. Further information is available from +31 653 882 985, sales@braidtech.eu and the website www.braidtech.eu (under construction).

Reaction Strike catalogue available

The ﬁrst catalogue from lure brand Reaction Strike is available at http://issuu.com/ reactionstrike/docs/catalog or on the front page of the company’s own website at www.reactionstrike.com. The American company known for its rapid and continuous introduction of new products into the market is also reminding customers that it will be adding plenty more new items currently being developed with its professional anglers, guides, distribution partners and retailers. “We plan to keep the online version updated every month with new products,” said co-owner Kris Reibel. “We are currently working to create the printed version.”

BIGGEST EVER CUSTOM ROD SHOW The International Custom Rod Building Exposition – described as the ‘Superbowl’ for rod builders – takes place on February 20th and 21st at High Point, North Carolina. The show’s organisers say it is the largest of its kind in the world, and this year’s event – with more than 70 booths and 2,000 custom rods builders occupying the ShowPlace Convention Center – will be the biggest ever. Many thousands of blanks and components will be on show, along with reels, lures, accessories, canoes and kayaks. Exhibitors will include Batson Enterprises, REC Components, Paciﬁc 34

Angling International February 2010

Bay, Lamiglas, Fuji, AFTCO Manufacturing and St Croix. Speaking on the show’s website, Batson Enterprises CEO Bill Batson said: “Without exception this is the ﬁnest and largest gathering of custom rod builders and knowledgeable individuals in the industry today.” Bob Lee, CEO of Paciﬁc Bay International, said: “It’s a privilege to be among the rod building elite and be able to absorb all the new ideas.” Jason Brunner of St Croix Rods, added: “I think of this event as the Superbowl of custom rod building.” Details are available from icrbe@ earthlink.net or at www.rodexpo.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

AFFTA launches its own show with ﬂy trade’s blessing

he American Fly Fishing Trade Association’s decision to run its own show has the backing of the industry’s big players. Within 24 hours of the announcement, many of fly fishing’s most influential manufacturers endorsed the show and pledged their attendance. In a decision described as “brave” by the American Sportfishing Association, AFFTA has elected to go it alone and is organising the inaugural International Fly Tackle Dealer Trade Show in Denver in September this year. The new show is the culmination of a series of complex events and discussions triggered by a split between the Association and Nielsen Business Media, owner of the long established Fly Fishing Retailer Expo (FFR). In the aftermath, three show producers competed to attract the fly fishing industry. Nielsen’s Outdoor Retailer, Chuck Furimsky’s now cancelled FlyFishing International Trade Show (F.I.T.S) and the ASA’s ICAST show all made overtures to FFR exhibitors in an attempt to attract them to their own events.

“Within days we received support from the trade – I mean big players – saying they are behind us”

But having once taken the decision to launch its own event, AFFTA has move swiftly to come up with a plan that it appears much of the ﬂy ﬁshing trade was hoping for. As a result of the decision, a subtle restructure has seen President Gary Berlin take on the role of Business Manager, while highly-regarded industry veteran Randi Swisher has been hired as Show Director reporting to a new, high powered AFFTA Trade Development Committee. The pairing of Berlin’s organisational skills with Swisher’s experience and prominence in the trade are seen by AFFTA as a potent combination ideally suited to address the changing demands of the Association. Describing AFFTA’s decision as “bold not brave”, Berlin told Angling International: “You could describe this as the industry putting on the industry show. It’s a concept that has been fantastically well received so far. Within days of the announcement going out we have received tremendous support from the industry – and I mean the big players – saying they are right behind us. The majority of major manufacturers and industry reps are with us already. Some people were talking to us within 24 hours about how they could buy a booth at the show. 36

building back the strength of our industry and support the show with your attendance and ideas.” 3M Scientific Anglers has also declared its backing for the new initiative. “We will support the industry and our fly fishing trade association by exhibiting in Denver this coming September,” said Business Manager Jeff Wieringa. “Over the years our Randi Swisher will take on AFFTA’s Gary Berlin: “It will Travis Campbell sent an staff has devoted many hours serving the role of Show Director not be the same show as open letter urging the on the AFFTA Board. We continue to for the new event. in the past.” trade to support the show. provide assistance to the Board and will be involved as much as possible with ideas, logistics, financial support and – most Berlin was also keen to communicate that the new important – a positive outlook throughout our comshow will be an improvement on recent years. “It pany that the Denver IFTD show will be successful will not be the same show as in the past, the show for all involved. I will assure that the entire Scientific that many people think was a bit stale. There is not Anglers team, from our National Sales Manager Pete a person on the committee that is willing to accept Frederixon, our product development team group, status quo of events that have gone before. including John Stark and Del Krauss, all our sales reps “It was not a difficult decision to reach and within throughout the US and Canada, and many of our two weeks we had already set a time and a location. It’s full speed ahead.” Far Bank Enterprises, the parent company for Sage, Redington and Rio, is one of fly fishing’s big hitters to get right behind the new project. In a compelling, unsolicited letter to the industry, President and CEO Travis Campbell says: “I am writing to urge all participants in the fly fishing industry to support the new International Fly Tackle Dealer Show. Far Bank Enterprises and our businesses – Sage, Redington and Rio – will be there and between now and then we look forward to the opportunity to help craft a show that works for all stakeholders. “I urge you to make the decision this year to start

Angling International February 2010

distributors from around the globe, will do their part to make the show a success.” K.C. Walsh, President of Simms Fishing Products, was unavailable for comment at the time of Angling International going to press, but speaking for the company, Matt Crawford, of Pale Morning Media, explained that even before last year’s FFR, Simms has been taking “a good hard look” at its trade show strategy for 2010 and beyond. “The events of recent months have certainly given Simms much to think about,” he added. “To my knowledge, an internal decision on what show Simms should attend in 2010 has not been made. Each option has its advantages.” Members of the show committee include Chair David Leinweber of Angler’s Covey (retailer), David Heller of Ross Reels/Ross Reels Worldwide, Jim Klug of Yellow Dog Fly Fishing Adventures, Marc Bale, VP Sales and Marketing for Far Bank Enterprises, Kirk Deeter, Editor of Angling Trade magazine and Bruce Richards, chairman of the FFF Casting Certification programme. Swisher commented: “Having such a strong committee makes it possible for all participants (exhibitors and attendees) to have their needs and concerns addressed. The high calibre of the companies and individuals willing to volunteer their time and talent to deliver a quality show demonstrates the strong industry support for our own fly fishing industry trade show.” The show will take place from September 9th to 11th in the preferred halls E2 and F. At the time of going to press, the committee was seeking a show production company to work with them on building the event.

SEQUENCE OF EVENTS Following the 2009 FFR, AFFTA and Nielsen meet to discuss ways to improve the show. Nielsen and ASA discuss the possibility of ASA combining FFR with ICAST. Nielsen proposes that FFR be combined with its Outdoor Retailer show. After first warming to the idea, AFFTA rejects the plan because of “insufficient and inadequate” floor space and no indoor casting ponds. AFFTA insists that Nielsen produces a 2010 FFR or terminate the agreement. Subsequently Nielsen releases AFFTA from its show production contract as of November 30th, allowing AFFTA to seek alternative options. Before AFFTA can announce the contract termination, Nielsen declares that it plans to combine FFR with Outdoor Retailer, concluding that the fly fishing industry cannot sustain its own event. AFFTA tells Angling International that it is considering multiple options, which include a stand-alone show. The ASA issues a news release to the entire AFFTA membership list extending a general invitation to attend ICAST without notice to AFFTA. It offers to honour AFFTA’s discounted exhibitor fees. Chuck Furimsky, owner of the new F.I.T.S, show scheduled for Orlando, writes to AFFTA President Gary Berlin seeking AFFTA’s endorsement of his trade show. AFFTA rejects the idea of an alliance with ICAST, with timing and venue being among the issues. The AFFTA Board votes to produce its own independent trade show in favour of all other options. ASA Board Chairman Jeff Pontius writes to AFFTA Board Chair Alan Gnann to congratulate AFFTA on a “brave move given the current economic climate.” The letter clarifies that “although ASA does not plan to directly compete with AFFTA for exhibitors, we do want you to be aware we are interested in collaborating.” In an open letter to the industry, Furimsky announces the postponement of F.I.T.S. for 2010.

CHUCK FURIMSKY: “A SMALL GROUP OF A FEW DOZEN MANUFACTURERS IS NOT ENOUGH”

Chuck Furimsky has now shelved plans for his own ﬂy ﬁshing show.

While news of AFFTA’s decision prompted Chuck Furimsky to postpone his planned FlyFishing International Trade Show (F.I.T.S.), he remains unconvinced that the new Denver show will succeed and insists that “the industry remains split and confused”. In an open letter to the trade, he wrote: “I’m only interested in bringing everyone together in one trade show. With so many possibilities and uncertainties, most of the industry and the community remains confused. “A small group representing a few dozen manufacturers is not enough to charge full steam ahead. Dealers are nervous about their business. Investing in supporting a trade show, as past shows have shown, hasn’t set the stage for a return to the old day of great trade events. “They may want it but most are waiting to see what happens. That makes a new trade show difﬁcult to open with a big splash and without a huge dealer turnout, I wouldn’t be satisﬁed. “Only time will tell if AFFTA has made the right decision. One thing I believe is that they are changing, and the future is in their hands.” February 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

Snowbee extends Nantesseafishingshow its reach in eastern Europe

elebrated fly fishing company Snowbee UK Ltd has announced the appointment of Slovakian-based company Heron s.r.o. as its new Eastern European distributor. The new partnership means that Snowbee game fishing equipment, which is already distributed in many countries worldwide, will now be available in Slovakia, Slovenia, Croatia, Hungary and Poland. “This is a really positive step forward for Snowbee’s distribution and product availability in eastern Europe in 2010 and well beyond,” Snowbee’s Sales and Marketing Manager Simon Kidd told Angling International. An additional benefit to the agreement is that former world fly fishing champion Miroslav Antel is a key part of the Heron sales team. “The eastern Europeans have their own unique and very successful game fishing techniques,’ added Key figure: Heron’s Miroslav Antel. Kidd. “Snowbee owes

much of its success to listening to anglers and producing product that has been specifically designed to meet their needs and we have benefited from the innovation of some of the best anglers around. “So having Miroslav as a rep for Heron is a big advantage both in terms of endorsement in choosing to distribute Snowbee and in product development for the future. “There has already been plenty of discussion about new rods specifically designed to meet the requirements of the eastern European market and their hugely successful and popular regional fishing styles. There will certainly be more to follow.” Snowbee, which in 2009 completed 25 years in the fly fishing industry, has just made available its 2010 consumer catalogue (see page 21). Contact for Snowbee in Slovakia, Slovenia, Croatia, Hungary and Poland is Simon Waldram. Telephone: +42 1910 115 724. Email: obchod@rybarov-svet.sk. Website: www.rybarov-svet.sk. For general Snowbee enquiries call +44 1752 334933.

Snowbee will look to develop rods speciﬁcally for eastern European techniques.

Angling International February 2010

The French coastal town of Nantes will again be the destination for Europe’s sea fishing trade when the ninth Salon Européen des Pêches en Mer opens in the Parc Beaujoire on February 5th. The three day show has reaffirmed its importance to the fishing tackle and boat manufacturing industries since being acquired and revitalised by owners Expo Nantes Atlantique in the summer of 2008. Last year’s event attracted an impressive 25,000 visitors from around Europe, who found plenty to see and buy in a vibrant environment that included 120 exhibitors. While the organisers are once again confident of a very successful event, their optimism is tempered with the economic reality that has pervaded the

fishing tackle industry throughout the last year and they are sensibly setting realistic targets. Salon manager Cyrille Devorsine set the tone for the show when he told Angling International: “Of course, we expect a very good show and we are confident that trade will be good. However, we would be naïve not to recognise that the harsh financial climate will have some effect. “Nantes is an unmissable event for fishing lovers but it will be difficult to improve on last year’s visitor numbers. Also, the marketing of the show has been very strong for the last couple of years so almost everyone is already aware of it.” Attracting more international exhibitors and visitors to the show is an ongoing strategy for Expo Nantes but it is unlikely to

JISPO set to make concerted effort to stimulate the market The Japan International Sportfishing Show (JISPO)– one of the biggest fishing tackle shows on the annual calendar and which attracted 52,000 visitors last year– will be seeking to achieve three main objectives when it takes place from February 12th to 14th. The organisers, the Japan Fishing Tackle Manufacturers Association (JAFTMA), says the event aims to increase the significance of fishing and stimulate the market, to raise the awareness of fishing’s attraction as a leisure sport, and to emphasise the ecological nature of the sport. JAFTMA also hopes there will be signs that the fishing tackle trade has learned from other industries. Speaking earlier this year, Association Chairman Yozo Shimano said: “All industries are suffering (from the economic downturn) and reports of the

downsizing of events and trade shows, as well as cancellations, make it very tough for show organisers. “However, we recognise some commonalities among successful businesses even in these hard times.” Mr Shimano referred to the fashion, food and auto industries as examples of how products with the right functionality, quality and price can generate consumer support by creating an emotional experience. The 15th JISPO takes place at the Paciﬁco Yokohama Exhibition Centre, a world-class waterfront venue in the futuristic Japanese city. JAFTMA anticipates that around 170 companies will occupy some 800 booths in the 20,000 sqm centre and up to 60,000 visitors are expected to attend. More information can be found at www.ﬁshing-show.com

WHY DOES CHINA FISH HAVE SO MANY FIRST-TIME EXHIBITORS? See p40

playsdownexpectations make significant gains this year and is hoping for progress in this direction in 2011. Despite the tough trading environment, this year’s show will occupy the same floor space as last February, with a number of exhibitors choosing to take bigger stands. ‘”The boat market has had a particularly hard time and it is understandable that some of these manufacturers have not returned this year,” added Devorsine. “But on the positive side we also have first-time exhibitors in both the fishing and boat sectors.” The fact that EFTTA has taken a stand at the show is an acknowledgement of its standing on the European stage. EFTTA CEO Jean-Claude Bel said: “This is an amazing show. I was one of the first to believe in it when Hubert Gillois and Gerard Nadal

came to see me with the project. The acquisition by Expo Nantes Atlantique has improved it still further to become a ‘must visit’ consumer sea show in Europe. “The quality and quantity of visitors is amazing. No tourists, just passionate ﬁshermen from three generations. The mix of exhibitors and retailers is strictly and cleverly controlled and there are no price wars. “I am delighted that, conscious of the importance of a strong industry voice, Expo Nantes Atlantique has just joined EFTTA to support our actions and has welcomed us by supplying us with a stand.” As usual, the organisers have co-ordinated a comprehensive marketing plan to attract visitors to the Parc Beaujoire. The specialist press, retailers, federations, as-

sociations and clubs have all been targeted with a broad awareness campaign. The Innovation Awards introduced at last year’s show will be repeated and Devorsine expects a good response from exhibitors following its popularity last year. Other specialist features will include a shopping area, an eco village, tourism and fishing demos and casting competitions on the lakes outside the halls. “There is no better place for sea fishing professionals to meet with each other and to do business,” stressed Devorsine. “We have a lot of exclusive exhibitors that you will not find at other fishing shows in France.” For further information contact cdevorsine@exponantes.com or visit the show’s website www.exponantesatlantique.fr.

February 2010 Angling International

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One in ﬁve exhibitors will be new to China Fish this year

ne in five companies taking space at China Fish 2010 will be exhibiting at February’s giant trade show in Beijing for the first time. It has emerged that an incredible 94 companies from a record-breaking total of 480 exhibitors have invested in booths at the event in China’s capital city, taking the level of ‘new business’ to 21% of the total number of exhibitors. The impressive influx of new exhibitors was just one of an array of statistics published by China Fish organisers as this issue of Angling International went to press. Mr Gu Xiaoyan, General Manager of the Ningbo Meifu International Trade Company, which specialises in fishing lines, told Angling International: “This is our first appearance at China Fish. I am hoping the show will help me expand my international business and help build my company’s reputation in both international and domestic markets.” Wang Tao, Sales Manager of fishing rod company Alligator-Giken, is another first time exhibitor. “Our main purpose is to obtain more orders,” he said. “Also, China Fish is the perfect place to promote our own brands.” The show celebrates its 20th anniversary by moving to Beijing’s brand new Jiuhua International Ex-

hibition Centre, where it will expand New venue: the Jiuhua International its exhibiting area from 26,700 sqm Exhibition Centre. to 35,000 sqm. The 1,934 standard booths are a 30% increase on 2009, with two-thirds of these being occupied by manufacturers, another increase on last year. More than 20 international exhibitors from countries including America, France, Italy, New Zealand, Korea and Taiwan will be at the show. Angling International spoke to a number of other exhibitors who had signed up for the show (see from lery of commemorative material and nostalgia going page 25) and it is clear that China Fish continues right back to the show’s inaugural year in 1991. The to be seen as a genuine opportunity for exhibitors show’s annual Best Product Awards have also been to internationalise their business. It also remains an expanded. important destination for European and US buyers. China Fish is widely regarded as one of the big The introduction of the new EFTTA lounge has three annual trade shows, along with ICAST in been widely applauded as a further opportunity to America and EFTTEX in Europe. meet with European businesses. However, suggestions to improve the show include moving the date back to October, when overseas buyers are making purchasing decisions for the new season, providing exhibitors with more options around the choice of booths and stricter vetting of potential exhibitors. Other highlights at this year’s show include a gal-

Daiwa logo changes as parent changes its name

There is no stronger global brand name in the fishing tackle industry than Daiwa. For more than 50 years the name of the giant Japanese manufacturer has stood for quality design and innovation wherever fishing tackle has been bought and sold. So amid news that, on its 50th anniversary, parent company DaiwaSeiko has changed its name to Globeride Inc, fishing distributors, wholesalers, retailers and consumers the world over will no doubt be relieved to know that Daiwa will remain the global brand name for all fishing tackle products. The existing fishing logo style will, however, be replaced by a new, contemporary design that Daiwa feels is more appropriate for its leading edge products in the 21st century. 40

The new name, Globeride, will encompass not just the company’s ﬁshing business but also its huge cycle sports business, as well as golf and tennis. The name change is destined to become the hallmark for further development and progress for a corporation whose name has been synonymous with groundbreaking ideas for half a century. Equally if not more importantly, it represents the company’s undertaking to safeguard the future of angling and its commitment to invest resource to ensure that the sport continues to enrich the lives of millions. Globeride Inc believes the new name and logo will renew the visual identity of the company worldwide and be the starting point for an exciting new business strategy which, backed by the slogan ‘Feel the Earth’,

Angling International February 2010

will stand for everything that is exciting and creative in the sport markets in which it operates. A company statement reads: “It is 50 years since the establishment of Daiwa and now is the time to change and challenge for the next 50 years as the leading worldwide fishing company. We will bring new excitement to our customers with free and creative ideas.” The statement continues: “Our aim is to evolve fishing from a hobby into a lifetime sport. As the top fishing brand we will innovate within the industry and spread the pleasure of fishing that enriches lives.” Products featuring the new Daiwa logo style will soon begin appearing around the world, but the transition is intended to be gradual with the current logo being naturally phased out.

New Czech fishing show goes live six weeks before rival at the same venue A new show called For Fishing is being launched in the Czech Republic to run between January 28th and 31st at Prague’s Letnany Exhibition Centre – six weeks before another fishing show at the same venue. The festival, as it is described by its organisers, has the support of the Czech Anglers Union (CRS) and will include forums and demonstrations featuring top European anglers, competitions, the fishing media, fish gastronomy and of course the angling trade. Many styles of fishing will be catered for including spinning, feeder, float, fly and sea as the organisers seek to attract a wide audience at a time when anglers are looking ahead to the new season and seeking out new products. “I have been a regular visitor to exhibitions in Brno and Prague but feel that the many anglers in this country deserve something else,” says Martin Chmelik, Director of the festival’s business team. “The shops already have good supplies of product so an exhibition must have added value in the shape of an interesting programme for visitors, entertainment and the right atmosphere. The new fishing season will start in Letnany.” For more information contact Martin Chmelik at chmelik@abf.cz or Show Manager Michaela Brussova at brussova@abf.cz. Alternatively go to www.for-fishing.cz.

For Fishing is the second Czech angling show in the space of six weeks, being followed by the Petruv Zdar fair scheduled for March 12th to 14th. Petruv Zdar, essentially a freshwater show, was sold by owner Adam Weber following last year’s event to exhibition company Terinvest and, despite the earlier event, the new organisers are expecting a successful three days. “We don’t know what to expect from the For Fishing show – we will have to see,” said organiser Marek Hesoun. “But we are anticipating between 30 to 40 exhibitors and believe we can attract around 30,000 visitors, which would equal last year.” Petruv Zdar is run in parallel with two other shows, Boat & Caravan and Outdoor Expo. A ticket to any one of the three shows allows entry into the other two, which is a key factor in attracting a big audience. For more information about Petruv Zdar contact Merek Hesoun at hesoun@terinvest.com or go to www.rybarskyveletrh.cz.

LICENCE SALES IN THE UK UP ANOTHER 12% YEAR ON YEAR An all-time record number of fishing licences were sold in England and Wales in 2009. The 1.5 million licence sales reported by the Environment Agency is a 12% increase on the previous year and 50% higher than in 2000. In what can only be good news for the industry, the Agency says that the extra £3million generated by the extra sales will be reinvested in maintaining, improving and restocking fisheries. According to the Agency, reasons for the increase in fishing’s popularity include the recession. With an annual license costing just £26, fishing is perceived as a cheap and enjoyable pastime. Cleaner rivers, more commercial fisheries and free angling guides also fuelled the growth in licence sales.

February 2010 Angling International

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Costa Del Mar to make ﬁrst ever appearance at EFTTEX

unglasses company Costa Del Mar plans to accelerate its growth in Europe this summer by exhibiting at EFTTEX for the ﬁrst time. The US company based in Florida, famous for its protective eyewear technology, conﬁrmed its membership of EFTTA in January and is now planning its activity for Valencia in June. Jenny Gordillo, Export Manager for Costa Del Mar, explained that the timing of the decision is closely linked to support for recently appointed distributors in European territories. “As a company we research target markets and establish strategic venues to best invest our marketing dollars,” Jenny told Angling International. “With our business increasing in Europe and the signing of new distributors in Italy, Germany, Russia and the United Kingdom we feel it is the right time to

establish a presence and support their sales efforts. “Our international markets are still new and growing and it would be premature to classify any territory as the strongest at this time, but we are very excited by the response of our current European exhibitors and look forward to hearing their feedback at the EFTTEX show. “This decision was made to support our existing distributors, but we are open to pursue other opportunities and prospects in Valencia.” Jenny revealed that the experiences of other American companies exhibiting at previous EFTTEX shows had had a bearing on Costa Del Mar’s decision to sign up for the 2010 show. “We have spoken with several other American businesses and their positive

comments certainly encouraged us to attend,” she said. “We are excited about the opportunity and look forward to a successful show and a stronger presence in the European market.” Buyers in Valencia can expect to see the company’s wide range of high-quality, sport performance sunglasses. Costa Del Mar’s products are hand-crafted in the US using proprietary technology that, says the company, produces the clearest lens on the planet. “We are very excited about the new products we have to show to our international dealers and distributors at the show,” added Jenny. “We have several new and exciting frames for this year and we will also continue the expansion of our proprietary Costa 580 lens technology in 2010.” For information call +1 800 447 3700 or visit the website www.costadelmar.com.

Angling International is the ofﬁcial media partner to EFTTA and EFTTEX and companies exhibiting in Valencia should contact the magazine for information on editorial coverage and advertising opportunities in the run-up to the big show.

ANGLING TRUST ‘IS WORKING’

Former FFR show owners sell off more major brands

Nielsen Business Media, owner of the recently discontinued FFR show, is selling eight of its magazines and awards shows to e5 Global Media LLC. The raft of properties divested by the US business includes The Hollywood Reporter, Billboard, Adweek, Brandweek, Mediaweek, The Clio Awards, Backstage and Film Journal International. In addition, Nielsen is selling to e5 its Film Expo business that includes ShowWest, ShowEast, Cinema Expo International and CineAsia. Nielsen claims it remains committed to its remaining ﬂeet of trade shows, which 44

includes Outdoor Retailer, and says it will continue to look for “the strategic ﬁt of other publications.” Discussions between Nielsen and the American Fly Fishing Trade Associations (AFFTA) at the end of 2009 about how to improve on future FFR shows failed to reach a satisfactory conclusion and Nielsen subsequently released AFFTA from its show production contract. After looking at several options AFFTA has now announced that it will run its own show in Denver in September 2010 (see full story page 36)

Angling International February 2010

The Angling Trust, the governing body for anglers in the UK, insists that it is on course to become “a great success for anglers and angling.” The Trust made headlines in August, only eight months after its launch, when it cut seven staff from its central operations and revealed that only 9,500 individuals had joined, well behind the ﬁrst year target of 20,000. The news prompted questions about its viability and was quickly followed by the resignations

of Chairman Stephen Marsh-Smith and Director Stuart McPherson. But in a recent newsletter new Chairman Mike Heylin says the Trust is “working and will go on working” and urged members to renew their subscriptions. It now has more than 13,000 individual members and 1,200 club members, is establishing a good campaigning record and has been recognised by Sport England as the governing body for sea, coarse and game angling.

ICAST BUYERS’ GUIDE ONLINE

A user-friendly online version of the ICAST Buyers’ Guide has been made available by the show’s organisers, the American Sportﬁshing Association. Available throughout the year, the guide enables users to search for products and discover up-to-date information about the Association’s member companies. It has 25 prod-

uct categories, making it simple to target the information required. The guide is continually updated and can be found online at icast-365.ascendeventmedia.com. Companies wishing to update or expand their listings should contact listing_support@ascendmedia.com or call +1 913 344 1341.

February 2010 Angling International

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

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

products you need to know about A bait boat to appeal to every carp angler

The bait boat from Holly Kudos can carry 3kg of bait to a distance of 250m.

This new bait boat from Chinese company Holly Kudos can carry up to 3kg of bait and is ideal for carp and dead bait ﬁshing. What the makers say: “The aim was to make a bait boat that was so functional, reliable and affordable that every carp angler would want one. And that is exactly what we’ve done. The 1100 gph jet pump gives excellent performance with low battery drain. Twin hoppers allow two baits to be carried at the same time. Advanced steering enables reversing and turning on its own axis. The effective range is 250 metres, while rear LED lights enable use in low light conditions.” Business contacts Email: d.wu@hollykudos.com Website: www.hollykudos.com

Highly versatile lures from Portugal’s Vega The Akada lure range from Portuguese manufacturer Vega is designed to get results when ﬁshing for a wide range of predatory species. The full range of Akada lures can be found at www.vega.com.pt. What the makers say: “This lure series is the exciting result of a long and rigorous research and development programme by our experienced design team. We control the production process, we test the prototypes and guarantee a quality service based on total customer satisfaction.” Business contacts Tel: +351 219 617455/6 Fax: +351 219 617457 Email: paulo.soares@mundinautica.com Website: www.vega.com.pt

February 2010 Angling International

products you need to know about

Hi-tech, highly breathable waders Using the newest Aqualex technology, the highly-breathable Wadertek from Aquaz features a combination of Aqualex ﬁve-layer and three-layer breathable fabric made in Japan to achieve both durability and comfort. Repair kit and wader bag are included. What the makers say: “This high quality wader incorporates a new moulded back protector belt along with two mesh pockets, an inner pocket, tough double-knitted bottom sole and 4mm high density neoprene stocking foot. The new gravel guard features a stretchable 1mm Neoprene with hook.” Business contacts Tel: +82 51 621 6001 Email: aquaz@aquaz.co.kr Website: www.aquazﬁshing.com

3 Hooks that mean more casts per day

The ‘hottest new jigging spoon in the States’

The Macho Minnow® from Northland Fishing Tackle is engineered from cut brass and features a Cutslab™ beveled edge design that creates an erratic, tumbling, darting action. Combined with its highly reflective ‘holographic’ Baitfish-Image™ body, the lure mimics a wounded minnow. What the makers say: “This is the hottest new jigging spoon in the country for casting or vertical jigging below a boat or through an ice hole. It flickers, flutters and flashes and never falls the same way twice. The jointed metal KickerTail™ provides sonic vibration to lure fish from a wide radius. The realistic flash and sonic vibration provoke fish into wanting to crush it!”

Honey Hole Hooks are custom made by Addya Hooks exclusively for the Naked Bait Co. and are available from January 2010. MSRP is $4.49 for a three pack of 3/0 black nickel. What the makers say: “The Honey Hole is engineered for great hook-ups without the fear of the spring interfering and it keeps your soft plastic virtually weedless. The bait doesn’t slide down the shank after repeated casting, meaning more casts per day. The hooks are also available at soft plastics manufacturer Poor Boy’s Baits (www.poorboysbaits.com).”

Business contacts Tel: +1 970 506 1656 Email: bmhockey8@msn.com Website: www.nakedbaitco.co or www.addyahooks.com

Business Contacts Tel: +1 218 751 6723 Email: norﬁsh@northlandtackle.com Website: www.northlandtackle.com

Saltwater reels for serious anglers From its HQ in Singapore, Pioneer Tackle has grown to become one of the pre-eminent ﬁshing tackle distributors in Asia. It will also be arriving at China Fish 2010 with two new saltwater reels under its own keynote brand: the Pioneer Lever-Drag Trolling/Boat 20 and 25. Packed with features, each also comes in a limited edition anodised blue version with round power-handle knob. What the makers say: “These reels are designed for serious anglers. Every reel is produced and assembled with the highest quality control. The reels are packed with high quality features including the best saltwater-resistant stainless steel ball bearings, machine-cut stainless steel main drive gear and one piece graphite frame.” Business contacts Tel: +65 6742 2678 Email: sales@pioneertackle.com Website: www.pioneertackle.com

Angling International February 2010

Waterproofs ready for China Fish Rongine, the leading supplier of eco-friendly fabrics, is launching its new range of high breathability, waterproof clothing at this year’s China Fish show in February. What the makers say: “The range consists of both softshell and a three-layer welded Tor-tex fabric and will be available as OEM products. We can also supply fabric conforming to Oeko-Tex Standard 100.”

Business contacts Tel: +886 2 2766 6378 Email: oliver_chang@rongine.com.tw Website: www.rongine.com

Line that is ‘40% stronger’ than similar diameters Spectrex IV is a new braid from P-Line Europe comprising four carriers of pure Spectra ﬁbre. Each carrier comprises 60 strands braided into a single line made up of 240 strands. There is a wide range of diameters available from 0.10mm. What the makers say: “This braid is manufactured to ensure colour stability and UV resistance and a resin is then applied to increase strength and make it water repellent. Virtually zero elasticity means increased sensitivity and the high strengthto-diameter ratio creates greater line capacity. Comparison tests with lines of the same diameter show Spectrex IV to be as much as 40% stronger.” Business contacts Tel: +39 0583 709036 Email: p-line@p-line-europe.com Website: www.p-line-europe.com

Another design classic in the Devon range

Russia’s RB Bait has reworked its classic Devon design to deliver the Kolibri, a new-look metal lure set apart by the special double-sided keel on its tail. Coupled with traditional Devon stylings, the keel causes the Kolibri to rotate and oscillate in the water, making it irresistible to pike, perch, chub, grayling and trout. It is available in 9g, 13g, 17g, 21g and 25g weights. What the makers say: “This new Devon moves haphazardly just like an injured ﬁsh, shooting sideways at unpredictable moments. As a result it provokes ﬁsh to attack. It is equally effective in summer and winter.”

Business contacts Tel: +7 495 730 17 09 Email: info@osnas.ru Website: www.osnas.ru

A highly durable chest pack for ﬂy ﬁshers

The Sage DXL Typhoon Chest Pack is designed to allow easy, ergonomic access to flies, tools, tippet and other fly fishing essentials. The versatile pack can be carried on the chest, over the shoulder and as a waistpack and combines the convenience of quick access magnet flaps with the security of waterproof zippers. Key features include a fold-down workbench. MSRP is $80. What the makers say: “The DXL Typhoon uses laser cutting and welding techniques to blend nylon and TPU for a pack with improved flexibility, ease of use and durability. The streamlined silhouette works with you no matter how you carry it.” Business contacts: Tel: +1 206 842 6608 Email: sage@sageflyfish.com Website: www.sageflyfish.com

ANNOUNCEMENT

Angling International set to add to its production team as design service grows After two years, the magazine is expanding to meet the growing demand from customers. CATALOG

ing RCL-SERIES

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ngling International is embarking on an ambitious new strategy to service its growing customer base in Europe. Following a signiﬁcant increase in advertising volume in the magazine and positive reaction to its new marketing design service, Angling International will be boosting its production team. This will enable the company to create more advertorials in the magazine, deliver more media

consultancy work and bolster its catalogue production service. The move is the culmination of a two-year growth strategy. Since its launch in January 2008, Angling International has grown to secure almost a 50% share of the global advertising volume, reaching that target exactly on schedule last month. In the past six months it has also successfully launched Angling International Direct, providing a professional design

THE PROFESSIONAL DESIGN SERVICE FROM ANGLING INTERNATIONAL The best tackle writers Creative designers Hi-tech digital production Print buying department Experts in production

We specialise in design and production of catalogues and brochures, plus all other promotional literature – hassle free, on time and at a competitive price. Use Angling International Direct’s services to give your company the best chance to generate new business worldwide. EMAIL enquiries@angling-international.com OR CONTACT Rob Carter +44 1733 392 970 50

Angling International February 2010

service for customers requiring brochures, catalogues, direct mail and point of sale material. Overwhelming demand on both sides of the business has prompted this decision to restructure the production team for 2010. Says Rob Carter, Managing Director of Top Corner, the owners of Angling International: “From the very beginning we wanted to offer the very best editorial and design service to the angling trade, along with outstanding customer care – something customers told us had not existed in the past. We expected the trade to react positively, but the demand has exceeded all our expectations. “More and more advertisers are taking advantage of the extra on-page support we give them. And more and more customers, particularly in Europe, are using our new design service. “We have signed a new two-year deal with EFTTA to provide on-page and off-page services, and other companies are following their lead. And this month we have completed two major catalogue projects for European customers, Snowbee and Vosseler. Companies are using our services because we help generate new business. “We have always employed the very best journalists and graphic designers. Now this extra demand means we need to restructure the business. To deliver the same high quality service to an increasing number of customers means employing more designers and writers, including angling journalists from all parts of Europe.” As part of this restructuring Angling International is to part company with Publishing Director Phil Broughton. Added Rob Carter: “Over the past two years we have built up a signiﬁcant customer base, putting a huge effort into promoting our new media service to the trade. Phil played a signiﬁcant role in making that happen. Under the new structure the emphasis is on servicing this customer base with quality products. We would be failing our new customers if we did not now make good on the pledges of quality that we have made to them. To do that requires more investment in production. “It’s with genuine sadness that we have to say goodbye to Phil. He has been a key member of the team that has established Angling International as the number one magazine for EFTTA and EFTTEX and a growing presence worldwide. We would not have come so far so quickly without his contribution in promoting our business to the wider angling community. “Throughout the industry he is deservedly well liked and highly respected. If any angling business requires an experienced manager to launch a new brand, improve the way current brands are promoted or to win itself new friends and new business on the international stage they should contact Phil. He leaves Angling International with our best wishes.” Contact Rob Carter rob@topcornered.co.uk

Bait boats out of this world! JABO-1A, 1B

Main functions: sailing forward, turning left and right, bait dropping, hook releasing, directing light. Suitable for lakes or rivers.

JABO-2A, 2B

Main functions: sailing forward, turning left and right, bait dropping, hookreleasing, directing light, detecting ﬁshing position, water temperature and water depth, sensitivity adjustment, low battery warning. Suitable for lakes or rivers.

JABO-3

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Main functions: 2.4G transmitter, sailing forward, backward, turning left and right, adjustable speed. Double-bait cabin, throw 2 ﬁshing lines. Suitably strong for use in the sea.

JILIN JABO ELECTRONIC FISHING TACKLE CO., LTD. Add: 4-7-75 Guanghua Road, Jilin City, Jilin Province, China Tel: 86-432-62488334 Mobile: +86 139 442 30467 Fax: 86-432-62490294 Email: joyce@zhyk.com.cn Website: www.zhyk.com.cn www.szjabo.cn

February 2010 Angling International

EFTTA TRADING WITH

The voice of the European Tackle Trade

EFTTA set for a visible presence at China Fish meeting place for discussions. The lounge has been designed to offer a comfortable seating area, free internet access, refreshments and interpreter services. EFTTA personnel will also be available to assist visitors and provide information on EFTTA and EFTTEX. The lounge stand will be open to all western buyers, EFTTA members and non-members and other western trade associations. Similarly, China Fish will be hosting an equivalent lounge at EFTTEX 2010 in Valencia, Spain. China Fish will be able to welcome eastern buyers, visitors and exhibitors onto its stand and provide information to the western trade community on China Fish’s pending actions, projects, IPR issues and other relevant information. EFTTA CEO Jean-Claude Bel said at the time of securing the arrangement between the two associations, “We are in agreement that providing the best

The entrace to the Jiuhua exhibition facility and, right, Jean-Claude Bel meeting China Fish President Li Jiang.

EFTTA is looking forward to welcoming visitors to its custom-built lounge facility at China Fish 2010 on 23-25 February in Beijing. The special 50 sqm lounge (stand number E085) has been designed to help western buyers have a more efﬁcient and comfortable visit to China Fish 2010 as well as provide an efﬁcient

support possible to our members is very important while they travel thousands of miles from home. “We hope our members will use these opportunities. Both trade associations are looking forward to meeting members in 2010.”

“We want to provide the best support to members who have travelled thousands of miles”

Secure your EFTTEX stand today With stand space selling quickly for EFTTEX 2010 in Valencia, companies are being urged to book for the show as soon as possible. As companies are entering into the new year and ﬁnalising marketing budgets, EFTTA is experiencing a rush of enquiries, putting pressure Taking bookings: EFTTEX Exhibition Manager on companies that have not yet Neena Tailor. made a decision to attend. EFTTEX provides a great opportunity for companies who want to meet industry 52

contacts, generate sales enquiries, promote their brands or launch a new product. The EFTTEX team are still actively selling stand space and there is still time to book – and the sooner companies are able to book their space, the more chance they have to choose from the best stands still available. EFTTA is also delighted to announce the launch of the Bivvy and Kayak Village, a dedicated area allowing exhibitors at EFTTEX to display their bivvies and kayaks. For further information on this, including the special rates, or if you would like to book your stand please contact Neena Tailor by email at neenatailor@eftta.com.

Angling International February 2010

SECURE YOUR EFTTEX STAND SPACE TODAY! Book at +44

208 36 email NeenaTailor@ 5 0405 or eftta.com or for more details on show visit the websi the te www.eftta.com

GIVE YOUR BRAND EXTRA VISIBILITY THROUGH SPONSORSHIP EFTTA would like to remind exhibitors for EFTTEX 2010 that sponsorship opportunities are still available but would urge them to sign up to avoid disappointment. Sponsorship of a special feature at EFTTEX is a great way to associate and align your brand with EFTTEX and it ensures your brand and product is visible

and remembered throughout the show. The options available can be ﬂexible and tailored to meet your needs. If you would like further information on the sponsorship opportunities still available or would like to sign up, please contact Anita Pandya, PR and Marketing Coordinator by email at anitapandya@eftta.com.

EFTTA IS EMERGING STRONGER FROM THE TOUGHEST OF YEARS. ARE YOU? Apparently the disaster forecasted by the media and economists around the world did not happen in our industry last year. Yes, I know there were countries that were much affected by the devaluation of their currency, but globally it could have been a lot worse for angling. If you are part of a pro-active JEAN-CLAUDE BEL company, it’s quite possible you EFTTA CEO haven’t suffered that much. Indeed, some companies have even kept growing during the downturn. It has been those companies with an overly conservative attitude, those that shrank everything and waited for better days, that have suffered. And I am afraid to say that some of them will not see better days. Somebody else took care of their customers for them. I do hope that the attitudes taken in terms of management and cash ﬂow to face the credit crunch and the months of depression will not be forgotten too quickly, particularly amongst retailers. To stay safe in front of their suppliers or their bankers they had to change their buying habits, buying less volumes but more often, buying what they were sure to sell in the next four months. Safe customers means safe suppliers. Of course that causes a change of attitude in the way companies manage the supply chain and their inventories. Not the easiest thing in the world – and I know that from experience. So did you prosper? Did you change for the better? Did you take the opportunity to look closely at your business and challenge the received wisdom? Am I pleased to say that at EFTTA we did do that, and elsewhere in this issue you will read from EFTTA President Pierangelo Zanetta about what we achieved in 2009. It was the year EFTTA reorganised itself. We now have a fantastic and fully motivated team, both at EFTTA and at EFTTEX. In spite of the pessimism around the world, we delivered a great EFTTEX in Budapest, and in Brussels we were more active than ever tackling several problems, including the cormorants issue and the threats of the new CFP for saltwater ﬁshing. We have also started to make the Association stronger and more widely recognised by being present and active at

all the major industry events around the world. We have built even stronger links with other international trade organisations worldwide, recognising it is the only way to tackle globally influential groups and hostile NGOs. And it’s the only way to set and enforce fair rules of trade across the world. But we are not stopping there. The work carried out by EFTTA in 2009 has created a solid foundation for even greater success in 2010. Any company that has done the same would find themselves in an equally envious position as things improve around the globe. For a start, our lobbying success has given us the means – and the confidence – to become an even louder voice in Brussels in the year ahead. You will have read about the EFTTA Board’s decision to invest 50% of its profits into lobbying every year from now on. The priority is to have another person to assist Jan Kappel in his work. Jan cannot be present everywhere, and lobbying is not only about fire fighting, it is also about anticipating the risks of the future and preventing them escalating into major problems. Because of that, it is important to have a seat everywhere where things are happening and decisions are being made. In support of this we will build even stronger links with EAA and other representative associations to define a common action platform for our lobbying work. And we will keep showing up everywhere we can to best represent and defend the European industry. Line testing will be totally re-thought over the coming months. We keep telling ourselves that we cannot continue with such a confused situation. One day someone will set up the rules behind our backs, and it will be too late to do anything about it. At its most fundamental level, it is simply a question of morality – about fairness. Everyone knows the current situation is ridiculous and even darkly comic but in all seriousness, companies are losing business and others, well they are losing their credibility. And, of course, there will be EFTTEX. Stand sales for Valencia are doing very well so far. There are another five months to go to consolidate our successes – and market the show to potential visitors. If you are a pro-active company, you will understand how significant it is to be there. On behalf of all the team, Janet Doyle and I wish you all the best you can expect in 2010 – for your families and your business. See you in Valencia! February 2010

PEOPLE On the move...

Machado joins Vega

Portuguese company Mundinautica has appointed Virgilio Machado (below) as Head of Communication for its Vega brand. Machado (44) has a journalistic background and previously worked with the Lusa News Agency, the Jornal de Noticias and, most recently, at the Dow Jones NewsWire. He was also Director of the Mais Pesca Portuguese magazine and is President of APPA, the association for black bass fishermen. At Vega, Machado’s responsibilities will include the editing of Portugal’s first free fishing newspaper. “The challenge at Vega is very motivating, particularly because the company is committed to internationalisation,” he told Angling International. Paulo Soares remains in charge of export business and product matters. Ian Macmillan has become Key Accounts Manager for carp brand Nash Tackle. Macmillan, who is also among the company’s team of consultants, has been carp fishing for 23 years. Celebrated all-round angler Martin Bowler, a star of the hugely popular ‘Catching the Impossible’ series of angling films, has extended his contract with fishing reel giant Okuma. The new deal will see Bowler becoming more visible in Okuma marketing material and he will continue to contribute ideas for product design and development. The agreement will also strengthen ties between the UK angler and Okuma’s European distributor Svendsen Sport. “Okuma’s incredibly wide range of quality reels suits Martin’s versatile approach to fishing perfectly,” said Svendsen’s Mads Grosell. Welcoming the new deal, Bowler said: “Only the best is good enough because failure can’t be tolerated and Okuma is the reel to save the day and land the impossible.”

Words of wisdom in this month’s issue... “The Chinese domestic market is of course interesting. I think it still needs more time to mature but I am positive that it will be one of the major markets in the future.” Managing Director of Aquaz, Brandon Hwang, echoes the thoughts of manufacturers the world over. p25 “Angling in China is evolving rapidly and I believe that in the years to come the retail market in China will become one of the biggest worldwide. We must be receptive and respond to the requirements of this whole new consumer base.” Similar thoughts from VMC Pêche Sales and Marketing Director Rodolphe Jacques, who will also be at China Fish next month. p26 54

Angling International February 2010

“Snowbee owes much of its success to listening to anglers and producing product that has been speciﬁcally designed to meet their needs and we have beneﬁted from the innovation of some of the best anglers around.” Simon Kidd, Sales and Marketing Manager for Snowbee, on the importance of listening to and working with customers. p38 “Good packaging lends itself to good display. Most of our products can either be hung on the wall or shown in their own carton. Retailers appreciate this.” Pure common sense from Carp Zoom’s Senior Managing Director Salim Fadil. p10

WEIHAI HANHIGH FISHING TACKLE CO.,LTD.

Quality at affordable prices

WEIHAI HANHIGH FISHING TACKLE CO.,LTD. Add: Gushan Industry Zone, Weihai, China Tel: 0086-631-5381858 5381861 Email: river@hanhigh.com or river12166@hotmail.com

Fax: 0086-631-5381859 Http: www.hanhigh.cn

Booth M225

2010 CATALOGUE Available soon from your G.Loomis Pro Shop

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

Poland Normark Polska Sp. z.o.o.

Balkan area Eurohold Trading LTD

Portugal Normark Portugal

Benelux Shimano Europe Fishing Holding BV

Russia Normark Russia

Czech Normark Czech

South Africa Rapala VMC South Africa

Denmark Normark Denmark A/S

Spain Normark Spain, S.A.

Finland Normark Suomi OY

Sweden Normark Scandinavia AB

France Rapala France SAS

Switzerland Rapala-Fishco AG

Germany Shimano Germany Fishing GmbH

UK Shimano UK LTD.

Italy Shimano Italy Fishing S.r.l.

Ukraine Normark Ukraine

Norway + Iceland Normark AS