Angling International - August 2011 - Issue 43 by Brave Creative

PRODUCT UPDATES: EFTTEX WINNERS & IFTD LAUNCHES August 2011 Issue 43

FIS FLY H S P I W N NO D TO E E L G I C A M + I 0 A ,00SSES 12 L E N BUSIUND THE O AR ORLD W

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

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PRODUCT UPDATES: EFTTEX WINNERS & IFTD LAUNCHES August 2011 Issue 43

FIS FLY SP HIN NOWD TO EC G MAILE 0+ I ,00SSES A 11 E L N I BUS UND THE O AR ORLD W

Essential reading for buyers in the tackle trade

GLOBAL NEWS

Online at angling-international.com

SVENDSEN AND OKUMA EXPANDING EAST AND WEST

Shimano B the end of the summer shows, the two partners will have By announces ccarved out ambitious deals in North America and, with Latvia’s updatedBaitrunner Salmo, eastern Europe. Redesigned reel follows EFTTEX Awards success for new Aero Technium p8

Predator brands sign key deal

Why Extreme Fishing is joining forces with Yaris Sports p12

The story behind hi NanoFil line How Berkley’s stunning new line was created almost by accident p46

Swisher promises stunning IFTD Show Why New Orleans is shaping up to be the best ﬂy show for years p29

kuma is to spearhead the sales of Savage Gear lures in North America… and along with Svendsen Sport has also announced a major eastern European distribution deal with Latvian-based Salmo. The Taiwan company – Svendsen Sport’s Stateside partner – showcased eight of Savage Gear’s most popular lures at ICAST last month and revealed details of its strongest strategy yet for distributing the brand throughout the USA. Savage Gear Head of Product Development Mads Grosell said: “We have a solid distribution network and sales channels in place.” This will be the company’s second attempt at cracking the American market after introducing Savage Gear products a couple of years ago. However, Svendsen admits it had problems fulfilling demand. Douglas Lasko, President of Okuma Fishing Tackle US, said: “Okuma USA has worked with Lars Svendsen and Svendsen Sport for nearly 20 years and has developed a great working relationship. “We are extremely excited to be able to collaborate with Svendsen on these lures and feel the market in the US is right to bring in high-quality, stand alone products that will catch fish and give our customers the margins they need.” In another massive development, Okuma, Svendsen and Salmo announced a partnership that Salmo hopes will bring in sales of US $1.5m in the first year. Salmo will be distributing Okuma and Svendsen brands in Latvia, Estonia, Lithuania, Russia, Ukraine and Belarus. Its Managing Director, Gundars Kurzemnieks said: “This is a very significant deal for Salmo. “Okuma reels are available in some of these eastern European countries, but not on the scale Salmo can provide.

Salmo deal: (From left): Lars Svendsen, Svendsen Sport Managing Director, Gundars Kurzemnieks, Salmo Managing Director and Magnus Gunnarsson, Svendsen Export Manager at EFTTEX.

“We will be using our existing network of more than 2,000 retailers.” Salmo has excellent distribution links with warehouses in Moscow, Ukraine, Belarus and Latvia from where it delivers other well-known brands including NorFin clothing, Cobra hooks and the Lucky John iceﬁshing lure range.

EFTTA ANNOUNCES ‘VINTAGE’ EFTTEX “A vintage EFTTEX – a show worthy of its 30th anniversary.” That was the reaction from visitors and exhibitors alike following a glorious return to its popular stamping ground of Amsterdam. Despite the introduction of entrance fees, EFTTEX 2011 attracted 1,630 visitors – the second-best attendance in its history – as exhibitors across the hall reported brisk business. EFTTA Chief Executive Jean-Claude Bel said that on the back of another successful show, companies were already booking up for Paris 2012 with a large number taking extra space. ● Read exhibitor reaction in our EFTTEX review, starting on page 25

COMMUNIQUÉ continued on page 8 >

AUGUST 2011

Benvenuto,Bienvenida Bienvenue,Willkommen

hy is it that some people have an obsession with visitor numbers at trade shows? It’s as if the head count only has to fall slightly below the previous year’s total and the roof of the exhibition centre will fall in, or the perception and credibility of the show is improved every time another buyer walks through the door. What nonsense! The reason I raise the subject is the unreasonable amount of debate about visitor numbers at the recent EFTTEX show in Amsterdam – when what people should have been talking about is the amount of business done. During and after EFTTEX, Angling International spoke to many exhibitors. Almost without exception they talked about a ‘great show’. We have faithfully reported comments from the dozen or so we have room for in this issue, but there were many more who consider Amsterdam one of the best, if not the best, EFTTEX they have attended. Many observers will know this magazine has a close

relationship with EFTTA. The association is a good customer. But trust me when I say that we have literally struggled to find an exhibitor who did not have a good show. Of course, there must have been some. But perhaps those who left Amsterdam disappointed should be asking ‘what did I do wrong?’ As it happens, EFTTA reports that Amsterdam is the second-best attended EFTTEX in history. But the number of people walking the aisles is not a true measure of EFTTEX or any other show. The amount of business done is! It’s about quality not quantity. So don’t ask the organisers and definitely don’t ask the media. Ask the exhibitors. Welcome to nine first time advertisers in this issue.

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. He has worked in magazines for more than 39 years.

ANTHONY HAWKSWELL, ASSISTANT EDITOR Anthony is an experienced news editor with a strong background in angling journalism, having worked as News Editor on the UK’s leading angling weekly newspaper, Angling Times. His background also includes time spent editing a national business-to-business title in the UK.

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

LUCIE HENTON, INTERNATIONAL COMMERCIAL DIRECTOR Lucie can call upon 11 years’ experience of delivering commercial solutions for angling clients. Czechborn, she is also familiar with other eastern European languages. Call her to discuss your advertising and marketing needs.

KEELY DOCHERTY-LEE, ART DIRECTOR As Top Corner’s art director and co-founder, Keely has 16 years’ design experience, and a proven 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.

STUART PAVLIK, US NATIONAL SALES MANAGER Stuart is based in North Palm Beach, Florida where he manages the accounts of Angling International’s US and Canadian clients. An avid ﬁsherman with advertising experience gained at Florida Sportsman, Stuart has a strong understanding of worldwide ﬁshing from his tenure at IGFA and from extensive travel.

MAGAZINE CREDITS Angling International magazine is published by Top Corner Editorial and Design Limited. 4 Milnyard Square, Bakewell Road, Orton Southgate, Peterborough Cambridgeshire, United Kingdom, PE2 6GX • International Commercial Director: Lucie Henton; lucie@angling-international.com; Tel. +44 7825 999230; Skype. lpetrickova • U.S. National Sales Manager: Stuart Pavlik; stuartpavlik@aol.com; Tel. 561-627-2520 direct; Skype. stuart.pavlik • Publishing editor: Mel Bagnall; mel@angling-international.com +44 (0)1733 392 977 • Assistant Editor: Anthony Hawkswell; anthony@angling-international.com • Editorial director: Rob Carter; rob@topcornered.co.uk • Art Director: Keely Docherty-Lee; keely@topcornered.co.uk • Designer: Kate Holt • Database Manager: Graham Goor; grahamgoor@atgraphicsuk.com • Subscription enquiries: enquiries@angling-international.com • Colour reproduction: AT Graphics UK Ltd, Peterborough •THANKS THIS ISSUE GO TO: Kate Holt, Graham Goor, Ridwan Dockrat, Karolin Heinrigs, Gennardi Schwarz, Dietmar Isaiasch, Pierre Chapelle, Keeton Eoff, Mike Phillips, Ingrid Niehaus, John Mazurkiewicz, Tony Conte, Angela Coe, Doug Long, Mischa Jones, John Tomsett, Linda Saunders, Andy Hill. ● Nopartofthismagazinemaybereproducedwithoutthepermissionofthepublisher.Themagazineassumesnoresponsibilityforthesafetyofcontributions,althoughallreasonablecarewillbetaken.

Angling International August 2011

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

Simms reverses decision to stop manufacturing felt-soled boots

he campaign to reduce the manufacture of felt-soled boots has suffered a setback with the news that Simms Fishing Products is to offer felt soled versions of three of its wading boots in 2012. Simms had previously made a very public commitment to felt-free boots and its about-turn will surprise many who had seen the company as a champion of the movement to help reduce the spread of invasive species. In its latest e-newsletter, Clean Angling News reports that Simms is responding to requests from consumers who have been reluctant to stop using felt. Simms has been criticised in some quarters for

Big Rock buys bait vending ﬁrm

US ﬁshing tackle and outdoor sports retailer, Big Rock Sports, has hit the acquisition trail again with the purchase of PA Live Bait Vending, of Elverson, Pennsylvania. After buying British Columbia-based Inland Paciﬁc Distributors to mark its entrance into the Canadian market earlier this year, the company has continued its expansion with the purchase of the bait vending machine company. “This acquisition combines PA Live Bait Vending’s eminent vending equipment with Big Rock’s unparalleled portfolio of products and

services, resulting in more opportunities for our customers to fuel future growth within their businesses,” said Big Rock CEO Ed Small. “With this transaction we welcome and embrace PA Live Bait Vending’s customerfocused culture that since 1997 has supported and supplied 24-hour vending machines throughout the US,” he added. PA Live Bait Vending President Gary Harsel will stay with Big Rock as it expands the 24-hour vending concept into other product categories.

PRADCO SEALS BIG AFRICAN DEAL

Pradco Fishing has stuck up its biggest partnership in the Southern Hemisphere with South African distributor Sensational Angling Supplies. The Pretoria company has taken delivery of the complete range of Pradco Fishing products and was set to launch them at SAFTAD – South Africa’s annual ﬁshing trade show – last month (July). The company took an extra 50 sqm booth at the show to speciﬁcally showcase the Pradco products alongside its 300sqm stand. Sensational Angling Supplies, which also

distributes Zoom, Strike Pro, Hayabusa and Eagle Claw, deals with over 500 stores throughout South Africa. MD Ridwan Dockrat said: “The Pradco brand has been established in South Africa for some time, but to handle a comprehensive product range from a company like Pradco you have to be a sizeable organisation and we have the right infrastructure to deal with it. “Following its launch at SAFTAD, we will be working with Pradco on a marketing and publicity campaign.”

Angling International August 2011

backtracking and for being driven by commercial reasons, but Clean Angling News says that the return of felt does not mean a lessening of the company’s commitment to the invasive species ﬁght and that Simms will continue to educate anglers about the importance of cleaning their equipment. Despite the return of Simms to felt soles, and the fact that other companies will continue to produce them in 2012, efforts to grow the ban are gathering momentum. Felt use is currently banned in two states in the US, Maryland and Vermont – and Alaska will join them on January 1st next year. A number of other states are also considering bans.

Plano makes changes A restructure at Plano Molding designed to strengthen its senior sales and marketing efforts has resulted in new roles for Randy Lemcke and Jesse Simpkins, plus two new key appointments. Industry veteran Lemcke, a Plano executive for 11 years, transfers from Senior Vice President of Sales into a special projects role in a move that sees Simpkins promoted from Vice President of Marketing to Vice President of Sales. Moving: Randy Lemcke Lemcke will continue to service his is changing roles. national accounts and international sales while handing over his executive sales duties to Simpkins in what President and CEO Tom Hurt anticipates will be “a seamless transition.” Simpkins’s previous roles with the company include public relations, management of marketing and national account sales responsibilities. New to the company as VP of Marketing is Bryan Emrich, formerly with Newell Arriving: Bryan Emrich is Rubbermaid and Valvoline and most recently the new VP of Marketing. Director of Marketing for Wilson Sporting Goods. Also joining Plano as Director of Outdoor Sales is Steve Jongebloed. No stranger to his new company, Jongebloed has represented Plano for more than 27 years, ﬁrstly as a salesman for the WJ Cullerton Sales Agency and more recently as the principal of his own agency, Jongebloed Sales.

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

Predator brands forge new links

wo top predator brands have joined forces in a deal that will see their products sold throughout Europe and Russia. Extreme Fishing has reached an agreement with Netherlands-based wholesaler Yaris Sports that will result in Innovative Technology Team (ITT) brands being sold through Extreme Fishing in Russia. In return, Extreme Fishing products will be marketed in the Benelux countries and Germany through Yaris. Henk Bruins of Yaris Sports which distributes ITT, told Angling International: “This partnership sees two top predator brands getting together in an agreement that will take their products into new fields. “Both brands are leaders in their own particular areas – ITT in Europe and Extreme in Russia. It seemed a natural fit to get the two together.” Bertus Rozemeijer, the man behind ITT, said: “Russia is such a huge country and there are a lot of fishing opportunities out there. I believe that ITT can help Russian anglers gain a new insight into angling techniques and we can provide the tackle to help them. “With Henk Bruins ITT had the courage to launch a completely new line of rods in Europe and matched them to the relatively new angling techniques like vertical fishing and

Opening up boundaries: (from left) Extreme Fishing’s Vitaly Pchelnikov with Henk Bruins (Yaris Sports) and Bertus Rozemeijer (ITT).

jerkbait ﬁshing. A lot of people were quite sceptical at ﬁrst, but now they are widely accepted all over Europe – and even in a rather conservative country like Germany. “I can imagine the same happening in Russia. It presents similar opportunities for ITT. “In the case of Extreme Fishing – it makes brilliant lures and I am sure that its products will be sold on a wide scale in western Europe.” Vitaly Pchelnikov, Managing Director of Extreme Fishing, said: “This agreement will help us develop new and existing products for the Benelux and German markets.” To facilitate its entrance into the European marketplace, Extreme Fishing has opened a warehouse facility in Latvia to overcome the logistical problems of being based in Russia. Pchelnikov said: “I believe we are in a good position to expand our market share and the agreement with Yaris and ITT will allow us to gain a foothold in Europe. “We will adapt products to meet European demand and introduce products that until now have only been available in Russia, like our waders, jackets, rods, reels and lines.”

“Both brands are leaders in their own areas. It seemed natural to get the two together.” 12

Angling International August 2011

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

Robinson Europe goes public to raise funds for global expansion

obinson Europe has taken the rare step of becoming one of a select band of fishing tackle manufacturers to go public on the financial markets. It has floated on the Stock Exchange in Poland, taking a lead from industry giants like Pure Fishing, Rapala and Shimano, all publicly quoted companies in their own markets. In its 20th year, Robinson Europe has decided to join New Connect, a new alternative market that was set up in 2007 to help finance the growth of young companies in Poland. On its first day Robinson’s shares increased by 87% with the company’s capitalisation hovering around $3.5 million. Robinson Europe Board member Pawel Busz told Angling International: “As we approached our anniversary our attention turned to how best we could further develop our company.

Investing in the future: Robinson Europe Board members Pawel Busz, Slawomir Pszczola and Janusz Starko.

“Robinson Europe has come a long way since it started business as a dealer for Mustad, Rapala, Okuma and Fladen. We have gradually built our own brand and are in a position to take another big step in our development. “There are ﬁve strong domestic brand

Umpqua andTubeology join forces in US

Umpqua’s Riley Cotter is looking forward to taking Tubeology into America.

Tubeology, the tube ﬁshing company, has launched into America with distribution partner Umpqua Feather Merchants. The agreement, the latest in a succession of export deals for the UK company, will be in evidence at the 2011 IFTD show in New Orleans in August, which marks Umpqua’s 40th anniversary. Umpqua will be launching its 2012 product lineup at IFTD with an expanded show presence. The Tubeology team will be present on the Umpqua booth to support the launch. Riley Cotter, International Sales Manager at Umpqua, said: “We are impressed with the high

Angling International August 2011

quality components and flexibility of the system. “We have no doubt that Tubeology in the best all-inclusive tube fly system. It fits perfectly with, and is a significant addition to, the Umpqua product portfolio. We look forward to taking Tubeology across the States via our specialist sales force.” Ann Kitchener, International Sales Director at Tubeology, added: “Given Umpqua’s keen and expert eye for quality and detail, this quality assurance accolade is a compliment indeed.” This latest agreement is further evidence of Tubeology’s international growth strategy. The company now has dedicated distributors in most

names in Poland and we are one of those, but we want to become the number one and also expand globally. To do this we need investment and the Polish Stock Exchange will give us the capital to achieve it.” Fellow Board member Janusz Starko said that the first relatively small flotation had been successfully taken up by new shareholders and the company is planning to make more available. He added that some of the investment would be used to consolidate the domestic market. The company is a big sponsor on the eastern European match fishing scene, where it has been working with Marcel Van Den Eynde to develop a range of match fishing products under the Van Den Eynde/Robinson team banner. Busz said: “It has been very successful and we plan to develop that even further with a new brand of match fishing tackle.” key territories including the US, Canada, Scandinavia, Europe and the Pacific Rim. Umpqua’s quality control manager Brian Schmidt described Tubeology as “the Rolls Royce of tube components and technology”.

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

Praise for Catﬁsh Classic team following River Ebro clean-up

Berkley-backed campaign to clean up of one of the world’s best catfish waters has won the seal of approval from the Spanish government. The Pure Fishing brand – sponsor of the first-ever World Catfish Classic on the Ebro River in Chiprana, Spain– took part in an initiative that restored the rubbish-strewn venue to its former glory in time for the event earlier this year. News of the work carried out by Berkley and Friends Of The Ebro – a group set up by Catfish Classic founder Ross Honey – reached the Spanish Government and its Environment Minister, Rosa Aguilar. She was so impressed that she invited Honey and the mayor of Chiprana to Zaragoza to explain its work. Honey told Angling International: “She realised that there was a problem with litter and said that she was grateful that we had launched the initiative. World Catfish Classic founder Ross Honey (left) “As a result the Ebro is now a 5-euro day ticket and Berkley’s Pascal Grillot have been praised by water where the proceeds are used to keep the banks the Spanish Environment Minister for their efforts.

Angling International August 2011

clean. The clean-up is an initiative the Spanish Government is keen to roll out to other waters.” During the work Berkley donated 50 euros for every bag of rubbish collected to a children’s angling foundation. It also contacted its Jarden Corporation stablemate across the Atlantic, MAPA Professional, which provided 500 pairs of safety gloves to volunteers. Honey added he was looking to use the Friends Of The Ebro restoration project as a template for other European countries where rubbish is a problem at ﬁshing venues. He said: “Spain is not the only culprit – there are many areas all over Europe that are suffering from the problem.”

“The Spanish Government is now keen to roll out the initiative to other waters.”

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

Shimano Normark UK starts to assemble its pro-angler team

himano Normark UK – the new joint venture between Shimano and Rapala – has started to put together a crack team of top anglers to promote the company. Predator and Fully confident: Marketing coarse fishing specialist, Manager Steve Cole. Mick Brown, has been named as the first top angler to join a team of six behind what has instantly become one of the biggest tackle companies in the UK. On the eve of EFTTEX it was announced that Rapala had acquired Advanced Carp Equipment (ACE) and that the carp brand would immediately join prestigious brands like Shimano, Rapala, PowerPro, Sufix, Dynamite Baits, G.Loomis and Storm in the newly-formed Shimano Normark UK. The story was immediately

broken by Angling International on its website (www.angling-international.com). Shimano Normark is being headed up by Managing Director Craig Brew, with Dynamite’s Pete Chandler becoming Sales, Marketing and R&D Director. Sales, marketing and product development will be handled for all brands in the UK. Steve Cole, the company’s Marketing Manager, told Angling International: ”Response has been very positive indeed. Since the announcement we have had a lot of calls from retailers.” The new company plans to go ‘live’ on September 1st and Cole said that it is currently working on a catalogue that will be distributed to UK retailers and export wholesalers. It is expected to be ready at the beginning of August. Cole added: “There are a lot of things going on, but we are conﬁdent that with a great sales model, our marketing expertise and coverage we can put everything together to provide the ultimate package.”

Role change for Carey Graves

Carey Graves (left) has been handed a larger role in Shimano American Corporation’s three-brand strategy as it expands throughout North, South and Central America. Announcing the move, Shimano American President Dave Pfeiffer explained that the veteran sales and marketing executive has become Vice President for the corporation’s ﬁshing tackle division. Graves, who joined Shimano in 1995, will be responsible for sales, product development, marketing and customer/ dealer service strategies for the Shimano, G.Loomis and PowerPro brands. He will oversee all operations in the US, Canada and throughout Latin America. His previous roles with Shimano include regional sales manager, national accounts manager, national sales manager and senior sales and marketing manager. He plays a leading role in the company’s involvement with the American Sportﬁshing Association.

New ‘meet the press’ event planned for the European trade

Organiser of the new event: Joris De Cnop.

A unique event designed to help the European industry present its latest products to the media is planned for 2012. Angling Press Camp is the idea of Joris De Cnop, Managing Director of Belgium company Sports*PressLab, who envisages a three- to four-day gathering at a ﬁshing location in Europe.

De Cnop wants to bring together 20 top brands with representatives from 30 of the best-read European ﬁshing magazines and websites in a series of one-to-one meetings and product demonstrations and test sessions. “The goal is to boost the chemistry between brands and media, providing each brand with quality, eyeto-eye time to present and promote their key new products,” explained De Cnop. “It’s a great opportunity for brands to generate extra and

Angling International August 2011

focused media attention. The Angling Press Camp will allow companies to introduce their latest innovations for the upcoming season while offering exclusive content to journalists. It is a formula that should result in optimum media exposure at a very reasonable pricing.” To maintain the Press Camp’s quality, the number of places available to brands is limited. Details of pricing and location are being ﬁnalised, but in the meantime further information is available from info@sportspresslab.com.

COMMUNIQUÉ

Angling International Q&A Jan Willenbruch, MD Ockert

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

Ockert owner: “I intend my company to be known for quality” Jan Willenbruch has a new strategy for his brands and OEM services.

Angling International: You are one year into your ownership of Ockert. Can you explain the circumstances of your takeover? Jan Willenbruch: It was always the intention from the time I joined in 2007 that I’d take over. Ulrike Krome planned to retire in two to three years, so I had plenty of time to prepare.

What were the biggest challenges at the time? Working with OEM was new to me and I had things to learn about the manufacturing and sourcing side of the business. But that is why the two-and-a-half years learning time was so valuable. Were there any shocks when you ﬁnally took over? The time I spent shadowing Ulrike took away any huge surprises, but even when you know the day is coming and you have planned for it, there is still a big difference. It is your company and your team and you feel that responsibility immediately. There is pressure to make sure you do it right. What are your future plans for the company? You have to understand the structure of the company and how it has developed in the past. Ockert has two main elements – our own brands, Sportex and Climax, and our OEM business. Fishing line is where we come from and the reason the company exists. We started as a line manufacturer in 1949 and were the ﬁrst company to do braided line with Dyneema® in the early Nineties. We have a great heritage but looking ahead, the new plan is to put even more focus on the Climax brand. The lines are

developed and braided in Germany and from a technical perspective are at the very top of the sector. But theree is a mismatch between quality and brand perception in the market. I want a clearer positioning of the brand. Climax stands for expertise in ﬁshing line, we don’t do anything else. Retailers and distributors need to understand they are selling a brand with a clear ear identity and structure. The new plan will put much more focus on the brand. It is about presentation and marketing, taking in everything from packaging to advertising – even a new logo.

Climax has been

Ho does this all ﬁt with your How successful OEM business? su OEM is the second leg of the business OE and is equally important. We have the an ability to develop special, exclusive ab items for our customers and the demand for that service is increasing. Also, the fact that in the Far East the delivery time is slowing down and costs are going up is giving us a competitive advantage over people buying from there. From the heart of Europe, we are usually delivering within four weeks. This is a big advantage in a market where customers require ta fast and ﬂexible service.

given a clear identity. And what about Sportex rods? There are definite parallels between the two brands. Sportex was also founded in 1949, although we did not purchase it until 2006. The brand went through a flat period before we took over and although it was still a fantastic product, we needed some investments into innovative materials and products. Now we are restoring its reputation and the increasing demand we are experiencing is So what are your priorities for future investment? proving us right. We recognise there is room for growth in OEM and We have made a lot of improvements without plan to invest in new, larger capacity machines to losing the tradition that Sportex is known for. Once improve our spooling and packaging facilities. We again the emphasis is on quality. There are only 190 will also invest in new line technology to create more SKUs in the Sportex range compared to the 500-plus products for our increasing customer base. rods being produced by some companies. We don’t have five of the same rod in different colours. This is What are the key factors in your strategy for the the kind of approach that we want to communicate. next three years? The aim is to be at the very top of the rod market. We will maintain a balance between OEM and our We are not there yet but are now moving in the right own brand business. In the medium term – say the next three to five years – we will focus on brand building and the distribution of our key products and their availability in the market. They are the first two steps for Ockert. We want to be known for innovative, quality products. We won’t do cheap. I believe that in the next ten years those brands that have a clear structure will be much more valuable to the trade and to the consumer.

“I want a clearer positioning of the Climax brand. People need to know it stands for expertise in ﬁshing line.”

Above: Sportex rods like the Carp Point are helping position the brand at the top of the market. Left: Ockert develops exclusive products at its German braiding facility. 22

direction directio io – in Germany and in other European countries. Now the product is right, we will work on developing the image of Sportex as a specialist rod brand.

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And what about adding other elements to the business? We believe there is enough headroom with our current businesses to achieve the growth that we looking for. There are no ﬁrm plans to add other elements at the moment, although if we ﬁnd the right opportunities we might take them.

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

EFTTA CEO PROCLAIMS A ‘VINTAGE EFTTEX’ IN AMSTERDAM Jean-Claude Bel has expressed his delight at the success of EFTTEX 2011 in the Netherlands– and rounded on critics in the media who have openly questioned the ofﬁcial visitor numbers.

he long-awaited return of EFTTEX to Amsterdam after an absence of ten years has been widely acclaimed as a success by exhibitors. Companies big and small have reported doing good business, with some describing this year’s event as the best trade show they have ever attended. Officially recorded by EFTTA as the second-best attended EFTTEX in the history of the show, the 30th anniversary attracted 1,630 visitors despite the introduction of entrance fees. Delighted with both the attendance and the quality of the business reported at the show, EFTTA CEO Jean-Claude Bel said: “It was a vintage EFTTEX. Visitors and exhibitors were very satisfied. The business atmosphere was good, with visitors there to do business and an absence of ‘tourists’ walking around. “We can be very satisfied, particularly when you consider the unfavourable economic climate. And Bel’s verdict was backed by exhibitors in the hall. Steve Millar of American Fishing Wire confirmed: “This was the best show I have ever attended in the fishing industry. I would be happy if the show was in Amsterdam every year.” Jose Jaakkola of Wake in Finland said: “The show was great for us. We had more contacts and direct orders than I could have imagined.” First-time exhibitor Pacific Wave from Denmark was overwhelmed by the success of the show. Its Managing Director Henrik Agerskov Jensen said: “Within two hours of the first day we knew we would be booking a booth for Paris.” And fellow first-timers KruseAngeln Falkfish agreed, only having some concern about the mix of visitors. Joint owner Carsten Kruse said: “There were a lot of wholesalers at the show – we would have liked to have seen more retailers.” Added Jean-Claude Bel: “In the last ten years the trade has changed enormously. The number of retailers has reduced significantly by the merging of big chains and the buying groups. For instance, just in France four visitors – Decathlon, Pacific Pêche,

‘The business atmosphere was good with visitors there to do business’

Europêche and Espace Pro – represent over 50% of the market.” The location was so popular with exhibitors that a swift return to the Dutch city would clearly be welcomed by many. However, Bel reminded the industry that EFTTEX is a European trade show and that it should move around Europe to be fair to its members’ businesses and to other countries. “Good retailers and buyers will not be dissuaded from attending just because they have to take a short ﬂight in Europe,” he said. The response of exhibitors to EFTTA’s decision to take the show to Paris in 2012 and Vienna in 2013 would appear to endorse the association’s policy. According to Bel, there has been no negative feedback and bookings for Paris are going extremely well, with a large number of companies taking extra space. The hall in Paris is also bigger than Amsterdam and EFTTA is conﬁdent of accommodating all potential exhibitors. On the subject of the newly-introduced entrance fees, Bel reported that no complaints had been received to date and pointed out there was no impact

on the number of visitors but rather a ‘very positive’ impact on the quality of visitors. However, he was less happy about media reports suggesting that EFTTA’s visitor numbers were ‘questionable’. He said: “I do not normally comment on the media, but too much is too much. This is recurrent year after year. It is always the same people seeing the glass is half empty and giving lessons to the industry and to the association. “They even tried to organise a competitive event, arguing that they could do better. I will not comment on the results – they spoke for themselves! On the other hand these people are happy to visit EFTTEX to do business by selling ads against free editorials. “I am ready to accept constructive criticism and ideas from EFTTA members but not this kind of press under advertising pressure.”

Turn the page for the trade’s verdict ›

August 2011 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

EFTTEX 2011 THE VERDICT FROM THE SHOW FLOOR

“We were non-stop busy from start to ﬁnish …even after closing time”

Large and small, exhibitors have given a hugely positive reaction to EFTTEX 2011. Marc Bale, Director of Sales, Sage “The show was excellent. Amsterdam always seems to be very positive. I always say that if you go to EFTTEX looking for the reasons why you came, they will not manifest themselves at the show. You need a plan, some advance foot and legwork, some co-ordination with your dealers and distributors. If you do these things you won’t be disappointed. So we knew going in that – aside from the bonus of the Best New Fly Rod Award – we were going to have a pretty good show. The other highlights were meeting with a few dealers I have corresponded with for years, but have never had a chance to meet face to face and, of course, the cocktail party and banquet.”

meeting good, solid new contacts, having good meetings with people asking the right questions and with the right intentions. We were non-stop busy from start to ﬁnish, even after closing time. Our highlight product was Titanium. The feedback was that it is the best on the market and as a result of requests for different sizes and colours we plan to extend the range. I would be happy if the show was in Amsterdam every year, but we will deﬁnitely exhibit in Paris.”

Jose Jaakkola, Managing Director, Wake Fishing “The show was great for us. We had more contacts and direct orders than I could have imagined. Now we just need to keep the momentum going.”

Terry Clease, Owner, Dragon International “We had people waiting in the aisles on the last day trying to get a meeting with us. And these were all serious players. I didn’t stop once on the ﬁnal day of the show. I can’t praise EFTTEX highly enough. We had a brilliant show once again.”

Steve Miller, Sales Manager, American Fishing Wire “This was the best show I have ever attended in the ﬁshing industry. I would be happy if the show was in Amsterdam every year. Around 50% of our time was spent with scheduled meetings and the rest was spent 26

Angling International August 2011

Henrik Agerskov Jensen, Managing Director, Paciﬁc Wave “EFTTEX was fantastic for us. I was overwhelmed. We did not really know what to expect but within two hours of the ﬁrst day we knew we would be booking a booth for Paris.”

Kris Reibel, Co-owner, Reaction Strike and Castaic (Trophy Technologies) “I thought there were fewer new customers coming from further abroad than in previous

years. However, in terms of signing up new distributors following talks at EFTTEX, we expect to be able announce some great news to the trade soon. We have already signed up for Paris next year and expect a huge show. With the strength of our ever-growing booth, brands and our French distributors we anticipate a very, very busy booth indeed.” Rex Nelson, President, Western Filament “We had a great show. Our objectives were to have meetings with all our current distributors to discuss items like promotional ideas and advertising options. Everyone was very receptive to the new products and we were able to share great ideas on marketing opportunities. Now we are looking forward to the show in 2012 with a great deal of optimism. Who wouldn’t want to go to Paris?” Carsten Kruse, Co-owner, Kruse-Angeln Falkﬁsh “We secured agreements with new partners in Russia, Estonia, Latvia and Finland during EFTTEX and expect to appoint a few more when leads have been followed up. There were a lot of wholesalers at the show – we would have liked to have seen more retailers.” Li Jiang, President, China Fish “I was absolutely delighted when I heard that two Chinese manufacturers – Old Ghost and Strike Pro – had been successful in the Best New Products Awards. I was particularly happy for Old Ghost as a ﬁrst time

exhibitor. Overall the show was very successful for us. Our booth was busy as we provided services for our Chinese manufacturers. It was a good opportunity to gauge industry trends and meet industry figures throughout the world. It was also a chance for European customers to learn more about the fishing tackle industry in China. Attending EFTTEX is important for us as it strengthens the ties between the two organisations.” Ralf Vosseler, Owner and Managing Director, Vosseler “EFTTEX was very successful for us – and winning an award in the Best New Product Awards was the icing on the cake. We feel like part of the EFTTEX family. The organisers do a very good job and I believe it is important that we support the show. We have met a lot of our customers and established new contacts. As well as getting new business, EFTTEX is also important as a brand-building exercise.” Mads Grosell, Head of Product Development, Svendsen Sport “EFTTEX was the best ever – we got an incredible response from our distributors. We had four products in the awards and came out with a winner and three commended – a great result for the first year under the new rules and tremendous reward for our hard work. EFTTEX gave us an opportunity to present our new programme to our customers and get early orders in the book – and we certainly achieved that. The highlights of the show was the reaction of some big clients to our new Savage Gear saltwater range and our Okuma programme. And, of course, winning the Soft Lure Award with our Savage Gear Soft4Play 25cm!” Christian Rademann, International Sales Manager, Ockert “We were really busy all the time and had plenty of interest in our products. It was a good show for us overall and we had plenty of positive feedback from visitors.” Jeff Kolodzinzki, Vice-President Marketing, Frabill “This was our first EFTTEX and it proved really worthwhile. We had realistic, measured expectations and we met them. We were not sure how much of our ice fishing gear and other product would transfer to European use and this experience has provided a very encouraging insight. It was interesting – and very positive – to meet people who had purchased Frabill products via the internet. The show pointed us in the direction of the keenest interest territorially and now we have to capitalise on that interest. There was enough of an indication for us to be in Paris next year – this has to be a two to three year commitment.”

There to do business: The busy Mercan booth was typical of most at EFTTEX 2011 in Amsterdam.

HOW EFTTEX HAS DEVELOPED IN RECENT YEARS Visitor count Friday Saturday Sunday Total

2011 1,066 388 176 1630

2010 2009* 2008* 830 551 225 1606 1505 1425

*EFTTEX did not break down the ﬁgures by visitor type in these years

Exhibitors 2011 254

2010 247

2009 233

2008 213

2009 32

2008 -

Types of visitor (Percentage) 2011 Retailer 4.76 Manufacturer 13.21 Wholesaler 32.37 Agent 49.66

Countries 2011 39

2010 40

2010 24 21 45 9

2009 23 15 58 4

2008 31 19 46 4

FirstTime Exhibitors 2011 34

2010 52

2009 56

2008 42

Show space (sqm) 2011 7,124

2010 7,874

2009 7,323

2011

2008 7,309

(numbers)

N Netherlands – 226 Germany – 149 G FFrance – 100 UK – 95 U Spain – 60

2010

2009

2008

* EFTTA advises that the variances from previous years could be accounted for by the category entered by visitors when buying a ticket.

Top visitors by country

2011

2010

(numbers)

Sp – 572 Spain FFrance – 78 IItaly – 75 Germany – 71 G Portugal – 61

2009

(percentage)

2008

I Italy – 26 Russian Federation – 5 R Germany – 5 G UK – 5

H Hungary – 18 Germany – 6 G Italy – 5 Czech Republic – 4

August 2011 Angling International

(percentage)

Angling International August 2011

FLY FISHING

UPDATES

in association with

Swisher: ‘New Orleans is going to be one of the best shows we’ve seen in a long time’ As International Fly Tackle Dealer (IFTD) Show Director Randi Swisher put the finishing touches to this year’s event, he told Angling International: “This is going to be one of the best fly fishing trade shows the industry has seen in a long time.” Upbeat: IFTD Show In only its second year since Director Randi Swisher. taking on ownership of the show, America’s trade fly fishing trade association AFFTA appears to have attracted almost all the key manufacturers to New Orleans. It is surely significant that companies including Flying Fisherman, Costa Del Mar, Patagonia and Simms, who opted not to attend the inaugural event last year, have rejoined the fold. While acknowledging it is “unfortunate” that fly fishing sector luminaries G.Loomis and St.Croix have elected not to exhibit in New Orleans, Swisher’s positive outlook remains uncurbed. “It will be a major event for all facets of the industry,” he enthused. “All types of fly-related businesses are taking advantage of this great opportunity to see everyone under one roof. “We are delighted with the support and commitment from exhibitors. We are up 15-20% on last year’s exhibitor numbers with six weeks to go.” In addition to growing domestic interest in the IFTD show, AFFTA is committed to growing international engagement with the event and has made a

“We are delighted with the trade’s support. We are up 15-20% on last year’s exhibitor numbers.”

What will happen inside? The New Orleans Ernest N. Morial Convention Center is the venue for the much antipicated IFTD Show next month.

“large investment” this year to achieve this. Swisher himself was an interested visitor to the recent EFTTEX show in Amsterdam and confessed to learning a lot from the European event, as well as canvassing potential future exhibitors. “Seeing how EFTTEX was produced and promoted was a great learning experience,” he said. “I was very impressed with how the Best New Product Awards is conducted and promoted and I will try to incorporate some of my ﬁndings into IFTD to make it stronger for all attendees.

“The US fly fishing market is the largest in the world so it makes sense for any company wanting to increase its international market share to exhibit at IFTD. Any European company wanting to establish itself on the world fly fishing stage needs to have a presence in the US as part of their sales and marketing efforts. “They should come to IFTD because it is the world’s largest gathering of fly fishing businesses. New Orleans is also a great destination, with a unique culture and great red fishing.”

August 2011 Angling International

FLY FISHING

UPDATES

in association with

Hobie® adds new ‘lighter, shorter’ models Hobie will be introducing two new kayaks and a range of accessories at this year’s IFTD Show in New Orleans. The company says that it has concentrated a lot of its attention over the last 12 months on developing an accessory line to fulfil the needs of the fly angler. As well as the two new craft, it has developed a new Hobie H-Bar that will be making its debut at the show. Hobie Strategic Development Fishing Analyst Keeton Eoff said: “We are excited about the two new craft and I believe visitors will also be impressed with the T-Bar – it makes fishing from a standing position a breeze. It is definitely a ‘must see’ at the show.” The Hobie Mirage Revolution® 11 and Quest 11 are the smaller versions of the Mirage Revolution 13 and the Quest 13. Hobie says that they have the same angler-friendly design, but are lighter and shorter. They are expected to be popular with fishermen looking to stalk fish with compact, lightweight and manoeuverable fishing kayaks. The Mirage Revolution 11 is powered by Hobie’s

patented MirageDrive® pedal system, while the Quest 11 is for those who prefer to paddle. Designed to be fast and nimble, the boats track straight and have a sharp turning radius. The cockpit areas include a large front hatch for storing gear as well as a centre eight-inch round hatch. Two moulded-in rod holders make trolling easy, while Hobie’s Livewell can be added into the trunk areas and can accommodate extra rod storage space. The Livewell has a high-ﬂow, self-priming Attwood pump, a six volt sealed gell cell battery, adjustable drain and the capability of holding eight gallons of water. A plug-in Hobie Trax ‘2’ Cart with pneumatic wheels helps it to travel over rough ground or sand.

Turbo fins can also be fitted that can increase boat speed by 10%. And new from Hobie is what it describes as the first ever horizontal rod holder that allows anglers to store kit along either side of their vessel. Both kayaks come in a variety of colours, including Caribbean Blue, Red Hibiscus, Golden Papaya, Ivory Dune and Olive. The hulls are made of rotomoulded polyethelyene and are designed with an open deck. Two-piece paddles with fibre-glass shafts and padded back support seatbacks are included with both models. Hobie expects these kayaks to be popular among anglers looking to fish shallow, fast-moving water, adding: “It does not stop there – they are equally proficient in calm water and on ocean waves. They do not use fuel and they go into places that powerboats cannot, like rocky shallows, up narrow creek channels and over prop-snagging vegetation.”

“They do not use fuel and they go into places that powerboats can’t reach.”

Flymen adds to its Fish-Skull range ahead of IFTD Show Flymen Fishing Company will arrive in New Orleans with a range of next generation streamer ﬂies featuring its Fish-Skull™ weighted head. They cover a broad range of freshwater and saltwater applications. applicat ations.

The Fish-Skull is a weighted head that has a realistic baitfish profile and is specifically designed for tying freshwater and saltwater streamer fly patterns. Following its successful launch in 2010, Flymen has also expanded the range expa with new designs in time for the IFTD Show. The Fish-Skull Sculpin Head Fish is, says Flymen, an exciting new ne style of Fish-Skull with a realistic profile typical

Angling International August 2011

of many bottom-dwelling species. The Fish-Skull Articulated Shank is a fly tying material designed to simplify the tying of articulated streamer flies. And the Fish-Skull Frantic Tails is an extensive range of ultra-lightweight, bite-proof synthetic suede tails. “We are excited to expand our product portfolio with these launches,” said Flymen Fishing Company CEO Martin Bawden, who can be contacted for meetings by emailing info@flymenfishingcompany.com.

ALERT SETTOLIGHTUPNEWORLEANS Alert Stamping & Mfg Co has added to its range of LED magnification systems for fly tyers with a new product – the FTL 200. The American-based company will be showing off the newcomer to the range at the IFTD Show. It has two Cree LED headlights on flexible arms and is designed to eliminate shadows. The LEDs have been adjusted to provide true colour rendition while reducing eye fatigue during continuous use. The latest model will be shown alongside the FTL 100. Both models have been made to fit and lock onto the 3/8” post of common fly tying devices. They also have a heavy base with a storage tray that can be clamp-mounted to surfaces 2 ¾” thick. Each has a long power cord with low voltage transformer plug end and a modular design that makes them easier to carry. Business contacts Tel: +1 440 232 5020 Email: The LED is said to last over 100,000 Blanch.PS@Alertstamping.com hours and both lens and light are fully Web: www.alertstamping.com directional on separate 18” flexible arms.

Dragonﬂy shows teeth with new paddle board design

Dragonfly Paddleboards go to the IFTD Show in August on the back of what company owner Mark Castlow (left) describes as “a phenomenal growth explosion” in the sport. The young Florida business is excited about introducing a new product that it believes is unique to the paddle boarding arena. Together with partner Jimbo Meador, Castlow had worked on a stand-up board for Native Kayaks around four years ago. “At that time it was about the only standup fishing board out there and it was a little ahead of the field,” he recalls. “We have refined the running surfaces using the same ones we use on our fishing skiffs. There is no other fishing board out there that can track as well and is as quiet as this design. It leaves no signature on the water.” Dragonfly became interested in pad-dle boarding after it became popular in Hawaii. The company quickly identified ed its customer profile as someone who has probably kayak fished but enjoys fishing standing up and the easier casting it affords. “In the past the growth has been mainly in coastal regions but now

there is a huge participation spurt in the freshwater market,” added Castlow. Castlow is no stranger to IFTD and its forerunner the FFR show, having participated at all levels. This year he plans to show Dragonfly’s stand-up fishing board line, The Fly Fisher (an electric motorised skiff) and one of the company’s 16 Dragonfly Emergers. “The show is geared for dealers but I look at it as getting people talking about our products in different geographical areas and visiting with old friends,” explained Castlow. “Our company is unusual in today’s business climate in that we cater to fishermen who want a very specific product. “Our design and manufacturing is done entirely in the US, which is very important to us. We hope that other companies can figure out ways to support the US job market.” For details call 772 567 8835 or visit www.dragonflypaddleboards.com.

August 2011 Angling International

FLY SPECIAL

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

A broad mix of manufacturers reveal the products and market trends they believe will shape the fly fishing sector in the next 12 months and beyond. Rods, reels, lines, waders, clothing, flies, materials, innovative accessories and even shows – they are all to be found in this, Angling international’s third annual Fly Fishing Special, a mix of worldwide manufacturers talking about the sector and the products that populate it. It is particularly pleasing to see some new names in this year’s feature – companies like CDC Feathers, Spotted Tail and Pacific Wave who have not featured in the magazine before. A year ago in this very feature I wrote about fly fishing experiencing more than its quota of trading troubles during the

IN THIS SECTION

economic downturn. Sad to say there has not been a dramatic improvement since then, but the articles on the following pages are evidence that there is no shortage of creativity. And the resurgence of the IFTD Show hints at better times ahead. While the bigger brands continue to develop their products still further, the more modest businesses enrich the section with innovative ideas designed to meet consumer needs. Take a look – and see if their products can beneﬁt your business. Angling International Publishing Editor, Mel Bagnall

33 Scientiﬁc Anglers 34 Aquaz 36 JMC 36 Dragon Tackle 38 Paciﬁc Wave 38 Spotted Tail 40 G.Loomis 40 CDC Feathers & Flytying 42 Somerset Fly Fishing Show 42 Northern Sport 43 Textreme 43 Diablo

Scientiﬁc Anglers portfolio boosted by Ross

cientific Anglers once again has an exciting line-up of new products for both ICAST and IFTD. Building on the technology that spawned its highly popular Mastery Textured Series of lines, the Michigan-based innovator is preparing to unveil a collection of brand new products including: ● Mastery Textured Trout Stalker Available as a floating three through seven weight forward, it incorporates dry tip technology and Scientific Anglers Line Identification (SAID), a technique which enables the printing of key data including type, weight and sink rate on the line’s surface. ● Mastery Textured Saltwater Clear Tip A floating saltwater version with sinking clear tip, available in seven through 12 weight.

● Mastery Textured Titan Taper A heavier version of last year’s Magnum designed to handle big flies and intended for species such as muskie, salmon and for light to medium saltwater fishing. It is available in six through ten weight. ● Mastery Textured Tarpon An intermediate sinking line, available in ten through 13 weight. ● Mastery Textured Streamer Express Available as 150 grain through 450 grain in 50 grain increments. ● Mastery Smooth VPT (Versatile Presentation Taper) A weight-forward floating line available in three through six weight. Ross Reels, acquired by the owner of Scientific Anglers, 3M, last year, will have booth space adjacent to its sister company at both

Above: Rod launches from Ross will be a key feature at the summer trade shows, particularly these new additions to the RX Series. Below: The latest launches in Scientiﬁc Anglers’ acclaimed Mastery Textured Series.

ICAST and IFTD and also has new product ready for launch. Rod launches will include nine to 12 weight four-piece models added to the RX Series, plus three 9ft 6ins rods (five, six and seven weight) to augment the Essence FS collection. In addition, Ross will be showcasing the first saltwater reel in its acclaimed F1 large arbor series. “The market has shown little sign of improvement over the past year but while some shops have been lost other shops have got stronger,” observed Business Development Manager Jeff Wieringa. “We will have plenty to interest those dealers who turn out in Las Vegas and New Orleans.” Contact Tel: +1 651/736 5952 Email: jlwieringa@mmm.com Web: www.scientificanglers.com

August 2011 Angling International

FLY SPECIAL

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

Aquaz switches focus to USA after making a ﬂying start to the summer shows

ader and clothing specialist Aquaz is approaching the ICAST and IFTD shows in the US in the hope that it will replicate the success it enjoyed at June’s EFTTEX show in Europe. The Korean company went to Amsterdam with ambitions to expand its distribution network in the European market, and it had a number of successes. New distribution deals were confirmed for Germany, Norway and Denmark and further discussions are taking place with possible partners in Portugal, Spain, Israel, Turkey, Iceland and the UK. “We had a very busy and successful show this year, with many enquiries,” confirmed Managing Director Brandon Hwang. “This was partly because we already had many pre-arranged meetings. We met both th old and new customers and were able to achieve our goals. “The quality and value of the products oducts we manufacture are the reasons behind ind the rapid growth in the business. All of our products are above the standard quality in the market. We have 25 years’ experience of making quality products for many different markets. “Even our low-end wader – made from Japanese materials and produced in our own Korean factory – performs to a high market standard. “EFTTEX visitors were very interested in our value-priced waders and also our highend waders. Our new breathable wading jackets were also very popular.” The new distributor agreements mean that Aquaz now sells products in over 20 countries in Europe and North America. And Hwang is confident that his company’s expansion will continue with further business done at ICAST and IFTD. He continued: “The US has always been a good market for us and we work well with our partners there. We will continue to grow the business in North America and have plans to expand in South America as well.” 34

FIVE STAR PERFORMERS The latest products from the extensive Aquaz range that are currently grabbing the attention of global buyers.

1 Aquaz has looked to Japan for the threelayer Aqualex Pro material incorporated in its BR J 200S wader, a stocking-foot, chest wader with 4mm high-density neoprene socks on the bottom sole. The front chest pocket is seamless with a water-repellent zipper. 2 Aquaz is renowned for its high quality but affordable waders and the BR 203S DX is among the most popular in its range. Using Japanese-made, breathable, four-layer Aqualex Megaflow, this chest wader incorporates neoprene socks with rubber dot soles, back support protector with wide belt and heavy-duty buckle. Other features include double knee pads, gravel guard and inside zipper pocket. 3 The BR 1013 breathable wading jacket is 100% waterproof and is guaranteed for comfortable fishing in the rain, says Aquaz. The upgraded features include Aqualex Pro three-layer fabric, two large front pockets to accommodate fly boxes, YKK water-repellent main zipper, Spandex cuffs with adjustable Velcro closure and adjustable hoods.

4 Contact Tel: +82 51 621 6001 Email: aquaz@aquaz.co.kr Web: www.aquazﬁshing.com

“We continue to grow w in the USA and have plans to expand in South America too.” – Brandon Hwang

Angling International August 2011

4 The design of the BR 1012 wading jacket puts the emphasis on comfort and lightness, achieved largely by the omission of a mesh lining inside. Breathability and durability are greater than the previous 1012 model. Hand-warming fleece pockets, two large front pockets, adjustable hood, jacket length and waist cord are among the other advantages. 5 The new AQ 303 fly fishing vest has no less than 12 pockets on the front to accommodate small and bigger fly boxes, tools and other accessories. The 100% nylon jacket is coated with PU inside for a water-repellent finish.

FLY SPECIAL

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

JMC puts delivery and choice at the heart of its service JMC – Mouches de Charette (JMC/MDC), from the Rhone-Alpes region, near Lyon, was established in 1986 by Jean-Marc Chignard and has become the French leader in fly fishing since 1995. The company has a catalogue containing more than 5,000 product references that, it says, covers 100% of the needs of the fly fisherman, including rods, reels, lines, leaders and tippets, accessories, landing nets, float tubes, polarising sunglasses, waders, apparel, fly boxes and flies, fly tying tools and materials. JMC/MDC adds that the quality and choice of products, along with its delivery and service have helped it develop strongly in Europe, rapidly delivering retailers and wholesalers a product availability rate of over 96% and no minimum order quantity. The company views itself as a partner for the retailer, keeping stock and helping the shops with their product rotation and cash flow. “Many companies do not want to risk overstocking their products, but this is our job as a brand. We want all our products to be easily available to the shops without obliging them to order many products of each reference,”

says the company MD Andrew Ayer. “The retailer can order whatever he needs whenever he needs it. He needs only minimum stock in the shop and can carry out frequent reassessments according to his sales, helping him maintain healthy cash flows and opening up opportunities for a wider product range.” Ayer added that the company’s catalogue has acquired a reputation in France as ‘the fly fisherman’s Bible’ and is awaited every October by crowds of anglers eager to discover the new products within. The 200-page catalogue, only available in French until last year, is now downloadable in English. A Spanish version is planned soon. Essentials to look out for are: JMC Specialist fishing vests; JMC Control zip waders; JMC Comet multiplier fly reels; JMC Ruby fly rods; JMC Kamoufil camo tippets; JMC Commando heavy duty float tubes; and JMC Oural wading shoes.

Contact Tel: +33 474 243919 (English & Spanish) +33 474 242273 (French) Email: info@mouchesdecharette.com Web: www.mouchesdecharette.com

UK fly maker Dragon close to full production after ‘brilliant’ EFTTEX Fly maker Dragon Tackle is advising new customers to place their orders early after enjoying its best EFTTEX show for years. The UK manufacturer expects to be at near full capacity in September after a ‘brilliant’ show in Amsterdam generated a number of new business enquiries, including from the USA Delighted with orders: and Japan. owner Terry Clease. “We had people waiting in the aisles on the last day trying to get a meeting with us,” owner Terry Clease told Angling International. “And these were serious players. We had distributors interested in our branded flies and big international brands wanting to talk about our OEM services. I didn’t stop once on the final day of the show. “We also had our current distributors placing repeat orders,” he added. “We are steadily working through the enquiries now, but all the indications are that we will be at almost full capacity from September onwards. “We never let any customers down – that’s a big reason for our success at Dragon – but we need our clients to work with us. My advice is to place your order early so we can provide you with the fastest and best service possible.” 36

Angling International August 2011

Clease attributes his current success to being a repeat exhibitor at EFTTEX. Much of the new business Dragon is now developing was ﬁrst generated at EFTTEX in 2010 in Valencia and 2009 in Budapest. He says: “I can’t praise EFTTEX highly enough. We had a brilliant show once again and were delighted with the number and quality of the visitors to our stand. We wanted to meet distributors and manufacturers and we got plenty of both. “EFTTEX always marks the start of the year for Dragon and this year was no exception.”

Contact Tel: +44 1656 862444 Email: ﬂies@dragontackle.com

FLY SPECIAL

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

New digital guide system Pacific Wave signs seven to be launched at IFTD new deals at EFTTEX Spotted Tail Outdoors will be showing off its Reservations Management System (RMS) at the IFTD Show for the very first time. The web-based package has been designed by former guide, Captain Andy Parker, and is packed with features to make your guide service, outfitter or charter fleet business more organised and efficient. Parker has pulled together his experience as a guide with his professional business and financial qualifications as a CPA to design the easy-to-use module. Spotted Tail RMS is based on systems used by the hotel and hospitality industries and allows users to log reservations and organise client information into a web-based application that guides can access from any computer with an internet connection. The system also has a suite of financial reports that allows users to

check instantly on how their business is doing; see which clients owe money; and even manage guide payroll and commissions. Users can also send out conﬁrmation emails to clients. Also at IFTD, the company will be launching a mobile phone version of the system that will allow users to access many of the RMS features while on the go. Parker said: “RMS is a huge time saver. It gives users more time to get on with their business and less time behind a desk.” Contact Tel: +1 205 585 5553 Email: info@spottedtailoutdoors.com Web: www.spottedtailoutdoors.com

Angling International August 2011

Pacific Wave (A Jensen) signed deals with distributors for seven new countries during what the Danish fly company described as a ‘phenomenal’ first-ever EFTTEX. Managing Director Henrik Agerskov Jensen told Angling International: “EFTTEX was fantastic for us. I was overwhelmed. We did not really know what to expect, but within two hours of the first day we knew we would be booking a booth for EFTTEX in Paris. “We secured seven distributors and are still in negotiations with two more. We endured all kinds of difficulties actually getting to Amsterdam with half our booth being smashed on arrival at the Rai. But what started in panic had a really happy ending.” Jensen said that the company tied up partnerships in eastern Europe, the Iberian Peninsula and Finland during a hectic three days at the exhibition. “Besides that we signed with a new employee, well-known Dutch personality Herman Broers, who will act as our salesman for Holland, Belgium and Luxembourg.” It has been an amazing year for Pacific Wave, resulting in an impressive 46% rise in sales – its tenth increase in a row. Jensen said: “We knew we had been busy – especially in the latter part of the year. We have seen existing companies increasing their orders and new customers – especially international ones – coming on stream all the time.” Jensen believes that Pacific Wave’s calm approach has been key to its suc-

cess. He explained: “We do not oversell or have a minimum order policy. Our customers know their business better than we do. That, combined with a very transparent price structure, makes things easy for our customers. It means they can concentrate on the important thing – sales.” All products in the extensive fly fishing range have proved popular in different countries, said Jensen – particularly the Seatrout Specialist and the Trophy Specialist rods. Jensen said: “People have had their eyes on our 8ft rods. They have made an impact and were among our bestsellers, especially in Scandinavia and northern Germany. “Our new goals are to find partners in the missing areas of Europe and especially in the Southern Hemisphere. “Our main targets are South Africa, Australia, New Zealand, Brazil, Chile and Argentina. The bar is set high, but I strongly believe we will get there within the next few seasons.” The Trophy Specialist rod in action.

Contact Tel: +45 482 64547 Email: info@paciﬁcwave.dk Web: www.AJensenFlyFishing.com

FLY SPECIAL

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

G.Loomis builds on NRX tech with eleven new designs G.Loomis introduced a whole new series of 11 fly rods at ICAST – the Pro-4X rods – built on a similar design philosophy as its NRX rods. The US company says its guiding principles have been to reduce as much weight as possible, take total advantage of the materials and create a taper that is dynamic and userfriendly. G.Loomis took the covers of the new range to ICAST, announcing: “We have built a range that ‘new-to-the-sport’. Intermediate fly fishers will learn to appreciate it and expert anglers will wonder how much performance gets packed into such an affordable package.” Prior to exhibiting at the IFTD show, G.Loomis talked Angling International through the range: PRO-4X 963-4 FR “Designed for small flies, light lines and a stealthy approach in small streams and creeks. This 8ft beauty will make even the smallest trout look like a monster.” PRO-4X 964-4 FR “Sometimes the small stream holds big surprises and you need a little more beef in a short rod. This 8ft 4-weight is designed to handle larger trout and panfish and for fishing bush-lined creeks where you need to make short, accurate casts.”

PRO-4X 1084-4 FR “A longer 4-weight for fishing small dry flies and nymphs on bigger streams and lakes. It is soft enough to protect light tippets but has the power to make longer casts and handle large fish.” PRO-4X 1085-4FR “The best all-round size for trout on rivers, small streams and stillwaters, this is a delightful casting rod with sufficient power for long-range casts, yet light enough to enjoy small fish. Capable of fishing sink-tip lines and full-sink lines, but more suited to a floater.” PRO-4X 1086-4FR “Good in windy conditions, it is more powerful than its 5-weight counterpart and is a good choice for fishing streamers, large dries and bigger nymphs.” PRO-4X 1088-4FR “The beginning of the saltwater tapers, this 8-weight is designed for distance, accuracy and fish-fighting power. Handles larger flies and windy conditions and has the attributes for light saltwater applications.” PRO-4X 1089-4FR “Designed for bigger fish when wind is an issue in light saltwater fisheries. The fast taper provides an extended range and its powerful butt-section helps launch large flies. Great for permit and redfish.”

PRO-4X 10810-4FR “An exceptional and surprisingly lightweight big fish rod made to handle large permit, small tarpon and big snook.” PRO-4X 1206-4 FR “A big water, big trout rod and a good choice for float tubes, pontoon boats, canoes and kayaks.” PRO-4X 1207-4 FR “A fun rod designed for small to mid-sized steelhead rivers where long casts are the rule and fish control is a matter of hanging on!” PRO-4X 1208-4FR “Powerful, light and an excellent choice for big water, big steelhead and king salmon. Powerful enough to handle large flies, full sink lines and shooting heads.”

Contact Tel: +1 574 289 1331 Email: jpmazurk@ameritech.net Web: www.gloomis.com

French ﬂy tying specialist has expansion in mind French company CDC Feathers & Flytying is preparing to expand its network of international customers for its high quality natural CDC feathers and ﬂy tying materials. Already, customers in 42 countries are taking advantage of its premium materials, which include feathers derived from ducks on specialist French farms and premium quality dubbings sourced naturally from other selected species. The company produces seven natural CDC feather colours and 33 dyed and re-oiled colours. It sells premium quality dubbings in ranges of 12 to 30 colours using fur from wild hare, domestic rabbit, beaver, camel, cashgora goat, chinchilla, coypu, muskrat, opossum, raccoon and seal.

Says owner Mariza Olmus Prieu: “Our renowned CDC feathers are from giant ducks that live on specialist ‘foie gras’ farms in France. When we source our materials the ducks weigh on average ten pounds, which is the perfect weight for taking the feathers. That’s what gives them their unique quality and uniformity. “We are a family business that has been producing materials since 1988. Apart from the quality of our materials, our strength is that we understand fly fishing. Our many clients from all over the world often invite us to fish their favourite spots. Naturally, we accept! It’s the perfect way to improve the quality of our products.” CDC Feathers & Flytying says it offers top quality materials at very reasonable prices. It is seeking wholesalers, distributors and retailers from all over the world and can supply in bulk or in smaller packages. Contact Tel: +33 558 791 928 Email: frenchflycdc@gmail.com Skype: frenchflycdc

Angling International August 2011

August 2011 Angling International

FLY SPECIAL

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

Chuck Furimsky expecting another Somerset sell-out

he Somerset Fly Fishing Show celebrates it 20th anniversary in 2012. One of seven shows run annually in the USA by Chuck Furimsky, the New Jersey show remains the biggest of Furimsky’s shows and Furimsky runs seven has become established as the shows in total. flagship event of the series. “From the first year, when crowds were so large the fire marshall had to close the doors until people left, Somerset has continued to live up to the title of the world’s largest show for fly fishers,” says Furimsky. “I fondly remember Leon Chandler, an icon in our sport who represented Cortland, telling me he had never run out of brochures in 42 years. But he was out by mid-day at that first Somerset show.” Many fly fishing manufacturers are expected to exhibit in 2012, giving customers the opportunity to cast the latest rods and run their eyes over new reels,

lines, clothing, waders, tying materials and other accessories. The three-day event hosts an impressive list of ﬂy ﬁshing celebrities and experts including Lefty Kreh, Gary Borger, Barry and Cathy Beck, Dave Whitlock, Bob Clouser, Enrico Puglisi, Bob Jacklin, Steve Rajeff, Marc Petitjean, A.K. Best, Ed Engle, Jake Jordan, Michael Mauri and Bob Popovics. There are also over 60 free-to-enter seminars on each of the three days. “We have sold all exhibition space every year,” said Furimsky. “But we always try to accommodate new people, providing it is not at the last minute.”

“It continues to be the world’s largest ﬂy ﬁshing show.” – Chuck Furimsky

Contact Tel: +1 814 443 3638 Email: info@flyfishingshow.com Web: www.flyfishingshow.com

Northern Sport casts for high-end sales in America Northern Sport plans to launch its range of UK-manufactured lines into the US and Canada when it exhibits at the IFTD show w in August. Fresh from

a very successful debut at EFTTEX, the Canadian company aims to continue its international expansion programme by extending its offering offeri in North America. Allistair Allistai Fergusson, coowner of Northern ow Sport with Rick Tramer, explained: “Our Canadian operation focuses mainly on entry-level ma to mid-range lines. Now mid we plan to augment what we offer with the mid- to upperrange lines we produce in the UK factory.

Angling International August 2011

“We also have the ability in the UK to produce two-colour and multi-density lines, so we will now have a more complete package available in the US and Canada.” Northern Sport purchased its UK production facility from Pure Fishing two years ago and initially considered moving it to Canada. However, the UK market proved so successful that Fergusson and Tramer changed their minds. The Redditch business has continued to prosper under General Manager Chris Shepherd and Sales Consultant John Tomsett, a former Shakespeare UK Managing Director.

Now the company is hoping it can replicate its Amsterdam success in New Orleans. “The EFTTEX show was excellent for us and the busiest trade show I have ever been to,” added Fergusson. “We held 34 meetings in three days and already have two firm orders, with more expected. “We’re hoping that the IFTD show will be just as positive. Visitors are welcome to come along to booth 647.” Contact Tel: +1 519 824 4023 (Canada); +44 1527 833 902 (UK) Email: sales@flyline.net Web: www.flyline.net

Gilberto Alberti pictured on the Textreme stand at EFTTEX.

Response to spool storage plan delightsTextreme Textreme, the Italian manufacturer of ﬂy tying materials, received a signiﬁcant boost to its export strategy during the recent EFTTEX show. The company launched a new spool programme, called Spools Plan, and various synthetic materials in Amsterdam, and also introduced its comprehensive new catalogue. Owner Gilberto Alberti reported considerable interest in Textreme products and believes that the company, which already trades in the US, Canada, Russia and Europe, will add further territories to its distribution network as a result. “We believed Amsterdam would be a good venue and that proved to be the case. We had a very good show,” he told Angling International. Textreme was founded in 2005 as a subsidiary of the long-established Filtex company, with the aim of

reinforcing Filtex’s presence in the fly fishing market. All manufacturing takes place in Italy, as well as packaging, stocking and delivery. The Spools Plan has been designed to meet the needs of dealers and distributors who want easily stored and packaged products, helping optimise shipping and storage costs. The clear, transparent plastics boxes enable the horizontal or vertical storage of spools, easy identification of colours, easy refilling and easy management of stocks. Also in the Textreme range is the ‘revolutionary’ snap spool, designed to maximise compatibility with bobbin holders, and a thread display cabinet that accommodates up to 432 spools. Contact Tel: +39 015 247 6194 Email: info@textreme.it Web: www.textreme.it

Diablo doubles up with innovations for IFTD Diablo Paddlesports is introducing two new accessories this summer. The Flydeck (pictured) is a simple cover that will go over all possible snag points from the front of the boat to the rear of the footpegs. This gives a clean, flat deck to avoid snags on excess fishing/fly line. The other new addition is a retractable skeg for both craft in the Diablo range. Basic yet functional in design, Diablo says you simply mount the new hardware into the existing handle holes and you are ready to go. The new skeg greatly

helps tracking in open water and stand-up paddling. Both new accessories will be showcased at the forthcoming IFTD Show in New Orleans.

Contact Tel: +1 512 282 2628 Email: info@diablopaddlesports.com Web: www.diablopaddlesports.com August 2011 Angling International

OLD GHOST FRESH-KEEPING HOOKBAIT SAUSAGE

ST N E W

WINNER

BEST NEW SOFT/NATURAL HOOKBAIT

BESTNEW PRODUCTAWARD

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OLD GHOST CELEBRATES ‘MAJOR BREAKTHROUGH FOR CHINA’ “We feel we have joined the elite in Europe,”” says a delighted Yi Zhe, the man behind the winning hookbait at EFTTEX 2011.

inning awards at trade shows comes naturally to Old Ghost, but EFTTEX 2011 was something extra-special for its owner Yi Zhe. Yes, the great bait developer has enjoyed enormous success at China’s biggest shows – and enormous sales on the domestic market to match. But to win the Best New Soft/Natural Hookbait Award at his first ever EFTTEX as an exhibitor left Yi Zhe more than a little overwhelmed, as he told Angling International afterwards: “It’s true that we often win awards in China, but I am so excited by this award because we were in the company of so many elite companies. To win just at the point we are trying to join them by entering the European market is so encouraging for us.” The winning product is Old Ghost’s Freshkeeping Hookbait Sausage, one of eight Old Ghost baits planned for launch into the European market in 2012. After years of development, Old Ghost has found a way to sterilise a complex mix of natural ingredients and attractants and wrap them tightly in a special film. By doing this, it has dramatically reduced the amount of preservatives needed to keep the bait fresh, meaning fish have the best possible natural bait to eat and rivers are exposed to fewer harmful preservatives whenever the bait is used. Fresh-keeping Hookbait Sausage is, says Old Ghost, a new, convenient, healthy and environmentally-friendly product.

C O N TA CT

T: +86 27 8756 1355 E: sales@lg918.cn W: www.oldghostbait.com

But for Yi Zhe, its significance stretches further still. He believes Old Ghost’s victory at EFTTEX will have far-reaching consequences for the angling industry, saying: “This award is also important for mainland Chinese factories. I feel it is a breakthrough, one that marks the start of a new era because it signifies an important shift. It proves Chinese factories can successfully move from OEM towards developing their own brands. “I also understand that for Old Ghost, this is just the start,” he added. “When I held that heavy trophy and accepted the congratulations from members of the fishing industry, especially those excellent and respectable counterparts from Europe, I felt the pressure. This is only the first step towards success, and I know the road ahead is long and tough.” “But,” he added, “we know the fish in the

Yi Zhe does it: the Old Ghost owner holds aloft the trophy at the EFTTEX Gala Dinner and award ceremony.

water will never know where an angler’s bait is from. They will simply choose to strike at their favourite food. And we ﬁrmly believe that our Fresh-keeping Hookbait Sausage together with its twin product, Fresh-keeping Groundbait Sausage, will successfully enter the European market.”

HOW THOSE FRESH BAITS WERE DEVELOPED Yi Zhe explains some of the science behind Old Ghost’s sausages “Five years ago, when we began to research the European market, we found that, in carp ﬁshing, boilies are extensively used. The problem with boilies is that you have to pierce a needle through them for baiting. To stop them breaking, the boilies have to be semi-wet. But to keep semi-wet boilies from going off within one year, lots of preservatives are used – not what ﬁsh want. Besides, many worthwhile ingredi-

ents, which are rich in protein, such as Antarctic krill and mussel meat, can’t be used because they get oxidised and lose their freshness. Our sausage baits are produced using world-class fresh-keeping ﬁlm, which is effective in keeping air from reaching the bait so it can’t be oxidised. It means we can use lots of ingredients carp love such as Antarctic krill, mussel meat, bloodworm, snail and lugworm. Also during the production process we sterilised the bait at 120°C killing 99% of harmful germs. We analyse results all the time so we can continue to improve the baits.” August 2011 Angling International

BEST NEW PRODUCT AWARD W H AT N E X T F O R T H E 2 011 AWA R D W I N N N E R S

INNOVATION OF THE YEAR BERKLEY NANOFIL

Innovation Award cro years of development Berkley’s sensational new line amassed the highest score of all the entries into the EFTTEX Best New Product Awards. There could be no more deserving winner of the Innovation of the Year title.

C O N TA CT

T: +33 450 967 700 E: Infos-Export@pureﬁshing.com W: www.berkley-ﬁshing.eu

Angling International August 2011

t started as an accidental discovery in a laboratory situated deep in the Netherlands countryside. Seven eventful years later, Berkley’s NanoFil was acclaimed the most innovative product at Europe’s top fishing tackle trade show. The development of Berkley’s revolutionary NanoFil line has been a long and often eventful journey, but in the words of Senior Product Development Manager Line, Jan Van de Bovenkamp: “Wow – it was sure worth it.” Winner of the Innovation of the Year Award at EFTTEX, NanoFil is a result of a longrunning partnership between Berkley’s parent company Pure Fishing and DSM Dyneema, the inventor and maker of the world’s strongest fibre. NanoFil is a unifilament line that, according to Van de Bovenkamp, will ‘change lives’ and is destined to become one of the most important developments in fishing line. However the line that everyone is now talking about came about only after a worker at DSM Dyneema’s Netherlands headquarters discovered the groundbreaking molecular bonding system almost by accident. Van de Bovenkamp said: “The people at DSM were not looking for anything particular as they were running line through one of the machines. Someone there recognised something quite amazing following a process that produced the unified fibre.” Van de Bovenkamp admits it was the start

of a journey that was not the smoothest. It took years before the full potential of the discovery was fully appreciated. He said: “People needed some persuading that this line was truly revolutionary. In the end it was Tom Bedell, the son of the Berkley founder, who got behind the idea and gave it the go-ahead.” The breakthrough technology – which was developed by Dyneema and Pure Fishing/ Berkley – utilises hundreds of fine Dyneema Nano filaments that are molecularly linked together. The process produces a fishing line that has significant advantages over both mono and braided lines. Van de Bovenkamp said: “Unified filament technology is a unique development that has been made possible by our partnership with DSM Dyneema. Our co-operation has allowed us to bring this new spinning reel line to the market. “It will take fishing to the next level in terms of performance and reliability.” Pure Fishing claims that the NanoFil line is: Berkley’s longest casting line. It says: “Anglers will experience exceptional casting distance and accuracy, allowing them to cover more water and catch more fish. It is the ‘ultimate’ spinning reel line because it is outstanding for a wide range of finesse techniques where long casts or superb sensitivity is the key.” Super sensitive with zero stretch. This ensures that the angler can feel everything from the lightest pick-ups to the most jarring strikes. Thinner than anything it has ever brought to market. Made with 100% Dyneema, NanoFil has an ‘incredibly’ high strength-to-diameter ratio. As Berkley’s thinnest line yet, anglers can go lighter than ever before. Virtually tangle free. Its zero memory means you spend less time untangling lines and more time fishing.

OVATIO

WINNER TH

the exhibition, impressing visitors and the EFTTEX judges. Van de Bovenkamp said: “We were all extremely happy about the award. We were in the best possible frame of mind after its launch and then winning the award just topped it off. It was tremendous to be able to show off the award at our annual sales meeting immediately after EFTTEX. It was a huge boost for us all.”

In contrast to existing mono and braids, Van de Bovenkamp says that the line has an exceptionally high breaking strain. He added: “This means you can use lighter tackle without impacting on line strength, and increase your casting by up to 25%.” After its successful launch to the world’s media at Pure Fishing’s European HQ in Etten-Leur in The Netherlands on the eve of EFTTEX, NanoFil became a showstopper at

owns seven t for NanoFil

E YE

Above: Jan Van de Bovenkamp shows off the line that was seven years in the making. Below: A delighted Joe Meyer, Product Development Manager at Pure Fishing in the US, with the EFTTEX award.

Introducing Berkley’s world-beating partner DSM Dyneema is the inventor and manufacturer of Dyneema® – the world’s strongest fibre. It struck up a working partnership with Pure Fishing in 1995 when it started making braided line, and signed a global strategic agreement in 2009 that strengthened the companies’ joint commitment to the research and development, marketing and sales of fishing lines made with Dyneema. Here are ten things you may not know about the corporation and its products: 1. Dyneema was invented 30 years ago. 2. It took ten years for the original dyneema fibre to develop. 3. Dyneema is 15 times stronger than steel. 4. Its suitability as a fishing line was discovered in 1995. 5. DSM Dyneema has locations in Europe, Asia, Australia, Africa and the Americas. 6. Dyneema is produced in Heerlen (The Netherlands) and Greenville, North Carolina (USA). 7. DSM Dyneema has 22,000 employees. 8. Dyneema is used in ropes, cables and nets in the commercial fishing industry and many other markets, including the medical and sporting sectors. 9. A growing application is in bullet-resistant armour for police and military personnel. 10. Dyneema in body armour can stop a bullet from an AK47 assault rifle.

HOW NANOFIL IMPRESSED THE EFTTEX JUDGESS It isn’t a mono and it isn’t a braid, but in the end it didn’t matter. NanoFil amassed enough votes from the EFTTEX judges to win either line category at the show. There could be no worthier winner of the ﬁrst-ever EFTTEX Innovation of the Year Award, a new category designed to recognise and reward truly new and groundbreaking product launches. Says Rob Carter, Editorial Director of EFTTEX Best New Product Awards sponsor Angling International: “Our panel of independent judges from the European media was

unanimous in its verdict. The judges consistently gave NanoFil their highest marks, making it clear that they believed it to be the stand-out product at EFTTEX 2011. “We use a points system to score the he products an and NanoFil scored more points than any other entry. There were more than 100 products entered into the awards this year so to stand out marks NanoFil as a truly groundbreaking product destined to re-shape the market.” August 2011 Angling International

BEST NEW PRODUCT AWARD W H AT N E X T F O R T H E 2 011 AWA R D W I N N N E R S

BEST NEW FLY ROD

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SAGE ONE

WINNER W INNE NNER F

Sage now in pole position for IFTD after impressing Europe’s casters with its high-tech ONE rod

Winning the Best New Fly Rod Award at EFTTEX “will attract worldwide attention,” says a delighted Sales Director Marc Bale as focus switches to the US.

Above: The Sage ONE rod, which triumphed in a hugely competitive category at EFTTEX. Below: Marc Bale on the Sage stand at the show. “Winning is incredibly gratifying.”

he decision by Sage to showcase its brand new ONE rod at Europe’s biggest trade show paid perfect dividends when it secured victory in the prestigious Best New Fly Rod category. Sage Sales Director Marc Bale revealed that the original plan had been to unveil the rod at the IFTD show in August, but a change of heart saw the rod introduced to an appreciative audience in Amsterdam. The Sage ONE, the ﬁrst of the company’s rods to incorporate Konnetic technology, was the result of a two-fold design rationale – the

Angling International August 2011

first goal being to build the most accurate rod ever created and the second to take out as much weight as possible. Explained Bale: “As always, it’s the ineffable that carries the day. With fly rods that means the distillation of action, taper, weight, feel and cosmetic that somehow creates superior performance. It’s the designer’s art – from the very narrow, light shaft that Konnetic technology makes possible to the stunning cosmetics, the Sage ONE has a lot going for it. “The reaction was very positive, both from dealers who were predisposed to like it and by visitors who didn’t know anything about it until they came to the show. There are many, very fine European casters and it was therefore gratifying to get this response. “Winning this award is incredibly gratifying in such a competitive world. It is also very important, attracting worldwide attention and giving us an early leg-up with our marketing and sales efforts. It validates a lot of hard work and paves the way for the product launch in August. Hats off to the Sage design team of Jerry Siem, Kurt VanWyck and Steve Greist, who have been producing great products for many years.”

THE TECHNOLOGY EXPLAINED ● Konnetic technology combines proprietary aerospace-grade materials with innovative manufacturing methods and processes. ● It incorporates an optimised ratio of Sage’s proprietary resin to carbon fibre with the company’s Advanced Modulus Positioning System (AMPS), a process that places the carbon materials to exacting tolerances for the greatest blank strength and efficient energy transfer throughout the shaft. ● Sage’s High Compression Molding (HCM) process then compacts the blank’s carbon fibres for optimum density and precise alignment, simultaneously fusing the 50% lighter inner core. ● Adds Marc Bale: “Konnetic technology is, in a material form, about less rather than more. It is a way of compressing the same amount of fibre into a smaller amount of space, hence the shaft diameter being so small. The result is a five weight that has the usual look of the three weight.”

THE ONE’S KEY FEATURES ● ● ● ● ● ●

Round tip eye New low-proﬁle ferrules Black ice colour Fuji stainless steel and ceramic stripper guide Custom cork handle Aluminium reel seat with walnut insert

C O N TA CT T: +1 800 533 3004 or +1 206 842 6608 E: Sage Marketing Manager Eric Gewiss eric@sageﬂyﬁsh.com; Sales Director Marc Bale mbale@farbank.com

BEST NEW PRODUCT AWARD W H AT N E X T F O R T H E 2 011 AWA R D W I N N N E R S

BEST NEW METAL LURE

Above left: Sebastien Clee, Product Manager with the Hart team in France, holds the Best New Metal Lure award in Amsterdam. Above right: The Metal Vib was recognised for its versatility. Details are also available online at www.anglinginternational.com.

international brand Hart was not short of confidence when it entered the EFTTEX Best New Product Awards for the first time in Amsterdam, declaring its Metal Vib to be the “best blade available in the market.” And its belief was justified when the judges declared the entry the winner of the fiercely-contested Best New Metal Lure section. “We are more than happy to have won at the first time of trying,” said Iñaki Odriozola, from Hart’s team in Spain. “We could not have expected a better start. “It is a reward for the many years of hard work and innovation from the Hart team, with input from France, Spain, Portugal, Germany and Scandinavia. “It is evidence of the excellent co-operation that exists between out international development staff and our team of experts. “In particular, we would like to acknowledge the co-operation and input from David

Dubreuil, one of the best freshwater ﬁshermen in France.” Now Hart plans to build on its success by establishing new distributor partnerships, a task made easier by the number of companies that expressed an interest in its products during the EFTTEX show. “The award has demonstrated to our partners – and possible new partners – that Hart is a brand with a very bright future,” added Odriozola. “In Amsterdam we met a high number of quality contacts. We saw almost all of our existing customers plus some potential new customers who were already aware of our brand. “In many cases, we met several companies interested in distributing the Hart brand in their country, so now we can spend some time choosing those that are really serious and committed to the brand. “Our philosophy here at Hart is to build long-term business relationships based on

“The award demonstrates to our current and future partners that Hart is a brand with a very bright future.” – Iñaki Odriozola 50

Angling International August 2011

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Victory in its ﬁrst ever EFTTEX Awards is the perfect launch pad for growing international sales, says Hart’s Iñaki Odriozola.

Hart looking to capitalise on its perfect start with the outstanding Metal Vib

HART METAL VIB

L LU

mutual conﬁdence and sustainable growth. “Our constant presence in and co-operation with Angling International during the last year has surely helped us to make new contacts and attract ever increasing attention to our company. Our stand in Amsterdam was constantly busy.”

HOW THE HART METAL VIB WORKS ● The Metal Vib casts further and deepens faster than comparable lures and its wild swimming action projects sparkling reﬂections, says Hart. Steady cranking, slow bottom scratching or vertical ﬁshing are all recommended to produce rapid animation of the lure, which can be used anywhere at any time. ● Hart adds that the lure’s exclusive Take & Cut system – a serrated edge or saw incorporated in the design – offers the ultimate in weed cutting and protection. ● The Metal Vib is available in three sizes: 45mm (10g), 55mm (18g) and 62.5mm (24g).

C O N TA CT

T: +34 9438 20033 E: evia@evia.es W: www.evia.es

BEST NEW PRODUCT AWARD W H AT N E X T F O R T H E 2 011 AWA R D W I N N N E R S

BEST NEW FIXED SPOOL REEL B

SHIMANO AERO TECHNIUM MGS 10000

BEST NEW BRAIDED LINE

ST N E W

Angling International August 2011

T: +31 341 272233 E: ege@shimano-eu.com W: www.shimano.com

SP O O L R

Victory for PowerPro seals a memorable EFTTEX

A determination to make the ‘world’s best braided lines’ paid dividends for Shimano at the EFTTEX Awards with victory in the category for the PowerPro Super 8 Slick. Niki Baars, Product Developer PowerPro Braid, Shimano Monofilaments, Sunglasses and Tools, told Angling International: “PowerPro is made by a Shimano-owned company with only one goal – to make the world’s best braided line. The EFTTEX award is a great boost for the PowerPro brand, our R&D team at Innovative Textiles Incorporation and Team Shimano. It also confirms that our strong focus on R&D is right. The PowerPro Super 8 Slick is made by Innovative Textiles Incorporated (ITI), a world renowned braiding brand acquired by Shimano in 2008. Baars added: “PowerPro Super 8 Slick is a line that meets the high expectations of the advanced angler – the eight carrier ultrasmooth braided line is slick like a mono line and silent during casting. “Anglers are able to fish at distances that were not possible before – and therefore catch more fish.” ST N E W E WINNER A

C O N TA CT

Above: Rindert Jansma, Shimano Marketing Assistant and part of Team Shimano, with both awards at EFTTEX.

and experienced the super slow oscillation speed, wondering if the spool even moves.” Shimano is intent on moving the boundaries of reel development, says de Haan. “Shimano Europe is developing all its reels together with Shimano Japan and Malaysia. Having our own factories means all the technology is exclusive to us. “There are very few brands that have their own reel factories –most reels in the market are made in OEM factories which can block real innovation and uniqueness. Many are even made on the same tooling and have only different cosmetics and brand names. “Our quality standards are extremely high and applied rigorously from our entry level Hyperloop spinning reel to the ultra high-end Stella.” Next off the production line at Shimano will be the new Big and Medium Baitrunner XT-A LC, which will be launched in the last quarter of the year. de Haan said: “The Big Baitrunner LC has been one of the best sellers for years, but it has been on the market since 1998. We have totally redesigned the reel using the latest technology and materials. “New entry-level Big Pit reels, Aerlex and Beastmaster, with the Baitrunner II spool or Instant Drag will also be introduced. They will have our unbeatable Aero Wrap II oscillation system and many other features.”

WINNER

hris de Haan, Product Developer Rods & Reels, led the celebrations at Shimano after victory in the Best New Fixed Spool Reel category. He told Angling International: “Despite our size, Shimano is one big family, internally known as Team Shimano – all having blue blood in our veins! So receiving this award is a token of appreciation for all the hard work Team Shimano has put into it. “Sometimes we are too busy creating new products that we sometimes forget about our achievements over the years.” de Haan added that winning the award helps Shimano in its quest to reach a greater worldwide audience. He explained: “The EFTTEX Awards are viewed in many of the trade and consumer magazines and websites as well as in our catalogues and advertisements. It has an influence on consumer awareness.” The judges described Shimano’s winning Aero Technium Mgs as ‘a classic reel, perfectly updated’ and de Haan said: “It is the perfect combination between beautiful appearance, extreme lightness and functional features. “After holding it in your hand for the first time it will be love at first sight. It is the perfect fishing partner.” It was a crowd-pleaser at EFTTEX according to de Haan. “The first reaction was always about its appearance. The reel looks stunning. Then, when people handled it, all conversation stopped. They could not believe it. “They were left wondering if there was anything inside it because it was so light. Turning the handle, they felt the smoothness

The hot favourite thrilled the crowds in Amsterdam, and there’s plenty more to come, promises Shimano.

Delight for Team Shimano as Aero Technium justiﬁes its star billing

POWERPRO SUPER 8 SLICK

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BEST NEW PRODUCT AWARD B

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

BEST NEW MULTIPLIER REEL

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WINNER

FIN-NOR MARQUESA 2-SPEED

P LI E R R

Left: Frerk Petersen and Jeff Pontius celebrate victory at the Gala Evening at EFTTEX. Right: The Fin-Nor Marquesa 2-Speed has features to thrill any angler, says Frerk Petersen.

BOLD MOVE AT ZEBCO REWARDED WITH WIN FOR NEW MARQUESA How’s that for quick results? Within months of renewing its focus on Fin-Nor, Zebco scoops the multiplier award.

aving just announced that it was focusing on establishing the Fin-Nor and Van Staal brands in Europe, victory in the Best New Multiplier Reel Award category could hardly have come at a better time for Zebco Europe. The Germany-based company took over distribution of the two premium sea brands earlier this year. Having made them an integral part of its product portfolio, the coveted award is a welcome boost. The award was also an endorsement of the decision by Zebco US – which purchased Zebco Europe in February this year – to invest in its own reel factory. “We are very proud,” said Marketing and Public relations Manager Frerk Petersen following victory for the Fin-Nor Marquesa 2-Speed. “This conﬁrms that investing in a

C O N TA CT

T: + 49 41 82/29 43 34 E: fpetersen@zebco-europe.com Skype: zse_fpetersen

Angling International August 2010

reel factory was the right decision by Zebco US. This position allows them to have full control over engineering and quality. “The Marquesa 2-Speed is surely one of the nicest sea multipliers ever built, so the judges’ decision did not surprise us, to be honest. You only have to feel it to realise why it is special – just as the judges did. “The gear feel, the smoothness of the drag, the retrieve speed, the clicker noise – even non-sea anglers will love this reel.” Fin-Nor has positioned the Marquesa on the leading edge of smaller, more powerful and highly versatile saltwater multipliers and says: “These fully machined and anodised reels have the smoothness and refinement of a fine watch but the strength and stopping power of offshore big game reels. The two speeds, 6.1:1 and 3.1:1, provide the versatility for any saltwater application. “Marquesa starts with the basic design philosophy that Fin-Nor puts into Santiago big game reels. Specifically that means a fully-machined one-piece frame for strength, a fully-machined gear side to accommodate oversize stainless gears, our proven ‘push to

shift/twist to release’ 2-Speed shifting mechanism, and the same advanced carbon fibre drags as in our big game reels. “These features give Marquesa its toughness and ability to handle big fish. The reels still free spool at 25lbs of strike drag and can be set up to achieve 45lbs of drag at full. The infinite anti-reverse provides instant hooksets, while the double dog ratchets take the heavy load of a big fish. And yet the Marquesa 2-Speeds are also lightweight and fast. “Weighing approximately 800g, they are comfortable for stand-up fishing, with an internal set of casting brakes for true castability. The 20 and 30 size reels hold 300m of 20lbs or 30lbs monofilament respectively. When loaded with line, the 6:1 high-speed gearing provides an amazing 1.3m of line retrieve per handle turn. This is up to 20% faster than competitive reels due to Marquesa’s taller, narrower spool design. “The Marquesa 2-Speeds are also highly refined. The handsome silver and gold finish is fully anodised. We take the extra time and expense to machine ergonomic curves into the reels so they feel good in the hand. The spool tension knob has a clicker to help hold the tension you set even after hours of offshore engine vibration. The experienced eye will appreciate the attention to detail.”

“This conﬁrms that investing in a reel factory was the right decision by Zebco US.”

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COMPANIES YOU NEED TO KNOW ABOUT...

JAPANESE GIANT FINDS PERFECT MIX AT EFTTEX

By adapting Japanese designs to the needs of international anglers, Fisherman Corp is developing a portfolio of brands with the widest possible appeal, as EFTTEX 2011 proved beyond all doubt.

Top: Fudo Hooks on display at EFTTEX. Right: Jean-Claude Weisskopf with Fisherman Corp staff.

apanese manufacturer and wholesaler Fisherman Corp is accelerating its search for international partners after another successful EFTTEX show. A long-time supporter of EFTTEX, Fisherman Corp used its large-scale stand in Amsterdam to showcase its own products as well as other Japanese brands it represents internationally. Its experience of the show and its understanding of international markets resulted in huge interest throughout the three days. Of particular interest in Amsterdam was a new rod that has been speciﬁcally designed for the European market. The Valleyhill Euro Edition rod (pictured right) is proof, says the company, that Fisherman Corp is perfectly placed to adapt Japanese craftsmanship to the needs of anglers around the world. 56

Fisherman Corp’s Japan Export Group Leader Taiki Yamashita was at EFTTEX. He told Angling International: “Almost all of the Japanese ﬁshing tackle sold into the European market is made up of so-called ‘temporary’ products – products that have already been released on the Japanese market but do not meet the needs of the European angler. “But for the Valleyhill Euro Edition we collaborated with the Japanese brand Valleyhill and came up with an exclusive design based on the advice of European anglers. Making full use of Japanese high technology and design skills, we came up with a rod that meets the needs of European anglers. “We have appointed Jean-Claude Weisskopf of Extreme Fishing Gmbh as our pro-staffer and he will also be distributing these fantastic rods across the whole of Europe.”

Angling International August 2011

Valleyhill is just one of a number of brands that Fisherman Corp will be focusing on in the next 12 months (see panel right). Its own-brand ﬁshing hooks, Fudo Hooks, was established in 2005 and has been a favourite with anglers worldwide who appreciate Japanese quality. “We have been selling well overseas since launch, especially in Russia and Turkey and other European countries,” says Yamashita. “Now we want to hear from distributors elsewhere in the world.” Fudo Hooks represents major export business. But it is Fisherman Corp’s wide range of represented brands that sets it apart. As an export agent for these brands, it can offer almost any type of high quality tackle to international partners. It sees its role as a ‘bridge’ between buyers and the brands and also between the brands and the factories in

HOW HAS RESEARCH INTO THE US MARKET SUDDENLY IMPROVED? See p52

China making their products. “We have a worldwide network plus expert sales staff that ﬂy overseas to visit our customers. We also have two Chinese speakers who offer a valuable service talking to the factories,” explains Yamashita. “That’s how we add value.” The company’s main markets are Europe and Asia, but its sales network is now starting to expand to Australia and the United States. Thanks to its connections with the growing manufacturing centres in China, Vietnam and Pakistan, Fisherman Corp can source its products from a wide variety of countries. Its own factory in Shanghai allows it to monitor quality control and delivery times in a way that many companies can not. A main strength of the company is its ﬁshing line spooling business, with both Japanese and Chinesemade materials available. Factories in Weihai and Hangzhou, China’s most well known manufacturing regions, are also trading

“We are keen to build distribution in the USA, Scandinavia and the Middle East.” – Taiki Yamashita partners of Fisherman Corp and these relationships offer partners the opportunity to combine different products from different factories. Fisherman Corp also offers an OEM service with products sourced from its own factory in China and through a network of facilities in Taiwan and Pakistan. The company says that its policy is ‘Grow Up Together’. It supports its customers through magazine advertisements and promotions at exhibitions and workshops. Yamashita adds that Fisherman Corp is looking for new partners across the world. “We are especially interested in building distribution in Scandinavia, the USA and in the Middle East,” he says. European retailers wishing to talk to Extreme Fishing about the new Valleyhill rods should contact Jean-Claude Weisskopf directly on +41 32 322 3220 or by email: extremeﬁshing@bluewin.ch

THE BRANDS IT BROUGHT TO AMSTERDAM

Fisherman Corp is looking for international partners for each of the top quality Japanese brands listed below.

AQUARIUS

A well established brand that says it never compromises on the quality of its lures.

MIYA EPOCH

These pioneering electric reels are said to be reliable and waterproof and known for their excellent qu quality. y.

RAIGLON

A range of high performance ﬁshing lines.

RIVER OLD

BREADEN

A brand of exclusive squid lures for jig ﬁshing, all Japanese-made.

FUDO HOOKS

Made by Fisherman Corp Japan, Fudo Hooks are technically advanced, high quality hooks made from the best materials.

NORTH CRAFT

Described as ‘the most beautiful lures in the world’. Painting is carried out using traditional Japanese methods.

ONE KNACK

Specially-made lures and accessories, including Hook Assist Tape.

Japanese spoons and spinners available in many different colours.

STUDIO OCEAN MARK

Big game ﬁshing products including quality reels and accessories that are said to surpass other brands.

VALLEYHILL

HALCYON SYSTEM

A range of top quality lures.

PAZDESIGN

Famous for its high quality lures, waders, vests and shoes.

Its ‘Imagine You’ concept offers rods for beginners through to experts.

Want to talk to Fisherman Corp Japan? Here’s how to ﬁnd them...

Tel: +81 78 856 3400 Fax: +81 78 856 3339 Web: www.fisherman-corp.jp Email: info@fisherman-corp.jp or office@fisherman-corp.jp

August 2011 Angling International

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COMPANIES YOU NEED TO KNOW ABOUT...

REVEALED: THE MEDIA HABITS OF ANGLERS IN THE USA

A new monitoring system is set to reveal which magazines, TV shows and websites are favoured by US anglers, helping you get better value advertising, says its creator Southwick Associates. “It’s data that’s invaluable for understanding the buying decisions of anglers.”

F Southwick Associates owner Rob Southwick.

rom its base in Florida, Suthwick Associates has been providing benchmark market reports for anglers, hunters and shooters for 21 years. The reliable data in its surveys is used by non-profit organisations and outdoor product manufacturers to understand the purchasing decisions of consumers. The type of information available, says the company, is critical to industry leaders looking to grow their markets and improve their programmes and profitability. Now, outdoor media outlets – as well as advertisement buyers looking for the best outlets through which to sell their message – can get that same detailed information on the media usage habits of fishermen, hunters and shooters through the new Southwick Associates’ Media Monitor (SAMM). It presents the results of an online panel that tracks the media consumption of the three sectors, particularly in the areas of outdoor magazines, television and the use of websites and social media. In short, SAMM helps companies make informed decisions about their advertising investments.

Rob Southwick, President of Southwick Associates, explained: “The ultimate goal of the report is to measure the type and amount of media usage among sportsmen and match their purchasing preferences to speciﬁc media programmes and titles. Never before has this been available. “The data is invaluable to outdoor television show producers, print and online publishers and advertisement buyers who want or need to understand better where outdoor enthusiasts get the most of their information and how it affects their buying decisions,” he added.

A sample of the sort of information available in each standard report includes:

The types of media sources (television, magazines and online) used by sportsmen for outdoor information or entertainment. ● Ratings for national and regional ﬁshing, hunting and shooting-related magazines, television shows, websites and social media sites. ● Results for all shows relating to the three sectors on national and major regional sports and outdoor networks. ●

“This is invaluable to outdoor television show producers, print and online publishers and advertisement buyers who need to understand where anglers get their information.” 58

Angling International August 2011

As well as standard reports, customised feedback can be provided to help companies:

To track media usage by consumers of its brands against competing brands. ● To understand the buying habits and demographics for all different types of outdoor media users (television v magazines v online users by species and preferred types of ﬁshing, hunting and shooting). ● To proﬁle the demographics and outdoor habits for nearly every outdoor television programme. ●

Southwick Associates is able to work with individual magazine publishers and editors, TV producers, network executives, research departments and others to develop customised analytical reports that best ﬁt a company’s needs. Through SAMM and its extensive outdoor information databases, Southwick Associates says that it can help in a number of ways. It can specify: a particular media outlet’s demographics; the type of activities most enjoyed by their viewers or readers; the types of equipment, brand names and price points of related products; and the stores and websites where the purchases most often take place. SAMM was ﬁrst available to the trade in June this year and will be published quarterly with an annual summary at the end of the year.

WHAT HAS PATRICK SEBILE GOT PLANNED NEXT? See p60

WHAT YOU CAN LEARN FROM SAMM Four ways in which the Southwick Associates Media Monitor can help you better understand anglers and other outdoor sportsmen. WHERE ANGLERS GET THEIR INFORMATION

Of respondents who used angling media in the ﬁrst quarter of 2011, the majority (84.2%) read magazines as a source of ﬁshing, shooting, and hunting information. Seventy-three percent (75.8%) used websites and 29.6% used social media for this information. Says Southwick Associates: “The sky’s the limit when it comes to media usage. We can match data

WHICH MAGAZINE READERS BOUGHT WHAT TACKLE There are a number of ways to interpret this data, says Southwick Associates, and here is one example: Magazine 4 was more popular with those purchasing fishing rods (31.2%) than those purchasing fishing lures (21.9%) or fishing line (22.4%).

WHAT OUTDOOR TV PROGRAMMES ANGLERS PREFER

from our outdoor databases to learn more about your customers.” Topics Southwick Associates can investigate for clients include: demographics (age, income, education); types of activity (freshwater or saltwater ﬁshing); types of equipment purchases (rods, reels, line, lures, tackle); brand names; and stores where they shopped for ﬁshing equipment.

HOW ANGLERS ARE EMBRACING SOCIAL MEDIA “Online media is breaking new ground,” says Southwick Associates. “The trend towards increased cyber communication is not lost on hunters, shooters and anglers. Southwick Associates can report your customers’ use of speciﬁc websites and their involvement in 23 different social media platforms including Facebook, Twitter and YouTube.”

What the data can tell you 1. 44% of anglers who watched outdoor TV programming watched Program 1 on Network A (11% were regular viewers, 33% were occasional viewers). 2. Program 2 on Network B was the most regularly viewed programme at 19%.

“Online media is breaking new ground and we have the capability to report your customers’ use of speciﬁc websites.”

3. Program 1 on Network A had the most occasional angler viewers at 33%.

Want to talk to Southwick Associates? Here’s how to ﬁnd them...

Call Courtney Olson on +1 303 955 2194 or email him at courtney@c2csalesandmarketing.com August 2011 Angling International

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“I have a lot of things to express in the soft plastic market... starting now!”

Now fully at home at Pure Fishing, Patrick Sébile tells of his intent to give his portfolio more balance, starting with two classics for the softbait market: the AT Minnow and the Sébile Swimbait Rig. “They are close to being perfect,” he says.

Angling International: Patrick, what inspired you to develop these particular products? Patrick Sébile: As always, my inspiration came from real consumer needs. One was for a rig that is easy and convenient to use for soft plastics and swimbaits in particular. The other was for a soft paddle tail minnow that can be easily and perfectly rigged not just in the usual ways but also new ones, to cover every situation and technique. Generally my inspiration comes from what is missing in the market. I never try to copy a lure from another company that is selling well. My aim is truly to introduce something genuinely new, efficient and truly innovative for the benefit of the angler. This challenge is what fuels my search for the next thing that will satisfy the angler and be the new best seller. The AT Minnow is close to being the perfect example. This year I wanted to design a lure and a terminal tackle both linked to the soft plastic world, because this is part of the Sébile product line which hasn’t yet been developed very far. More than 90% of the line are hardbaits. Now I am part of the Pure Fishing team, I have a lot of things to do and to express in the soft plastic market, starting with these two products. You always have specific goals in mind before developing new product. What were they in this case? The AT Minnow is related to the AT, or All Terrain, family, such as the AT Worm. Soft lures from this family have to be able to do way more than

“This is part of the Sébile product line which hasn’t yet been developed very far. That’s changing.” 60

Angling International August 2011

WHY DOES EFTTA HAVE MORE POLITICAL POWER NOW? See p65

Weedless

Front hole entrance for perfect Jig Head/ Hook/Leader position

Tail Hook holding for ﬁnicky bites

Front holding slot

you would normally expect from regular, similarly shaped lures. As a result, this minnow is not typical. Yes, you can simply rig it on a round jighead, but this is far from being the only way to fish it. It can be used on a drop shot rig, or an inverse rig when you want the bait to swim head first, with the leader coming out from the tail’s end. This allows it to enter into branches and weeds on a free fall, coming out backwards. It can also be rigged as a swimbait, weighted or unweighted. The idea is to allow the angler to try many kinds of rigs, from conventional to unusual, to fit his needs. It can be cast, trolled, jigged or vertically fished. The strength of the AT Minnow is that it is so versatile. One of the best rigging styles is with a jighead on which you can attach a stinger hook positioned in the anus for a typical action, or even into the tail’s end when fish like zander or perch are extremely finicky. All this is made possible by the presence of slots and holes in different parts of the lure, making rigging easy and fast. How difficult is this to achieve? To achieve all this means having a very complicated and expensive mold, but it makes the final result a ‘no brainer’ purchase for the angler. And another good thing to highlight here is that these holes make the bait last a lot longer than normal soft plastics, because the hook and leader won’t tear the plastic as fast as when you have to puncture the soft plastic with the hook point, which makes normal soft plastics weaker. So while the AT Minnow may cost a bit more, it lasts so much longer and catches more fish – making it a good value investment. And what about the Swimbait Rig? That is a totally different story, although once again I had a clear goal in mind. I was looking for a rig to be used with swimbaits and others soft plastics (grubs, shads, curly tails, worms, slugs and so on) to get the benefit of a soft plastic for a very realistic and silent approach. I also wanted to ensure a high hooking ratio by using an open, wide gap hook plus a treble hook positioned underneath the belly. Then I wanted to be able to modify and adjust the weight of the bait in a way that would change its balance and dive curve. I made that possible by having a fixed weight in front of the rig and by being able to add one or more of our award-winning Soft Weight System on the back of the hook shank. By doing this

Anus hook holding Belly soft or seedless

– was the most important part of the ﬁne-tuning work. The development of the Swimbait Rig was pretty quick, as I had already known for some time the range of weights needed to keel a single hook point up. It did take me several months to ﬁnalise, but that was because I didn’t have the time to dedicate only to this. Above: The AT Minnow has holes for hooks in different places for extreme versatility. Left: the new Sébile Swimbait Rig.

you really can change the way your bait will swim and sink within seconds. This can make all the difference in getting a predator fish to bite or not. To add to all these features, this Swimbait Rig is also perfect when used with a dead baitfish, a technique I grew up with and which is sometimes just deadly for pike! What anglers will it appeal to? The Sébile Swimbait Rig is a simple but unique rig that I believe will benefit most spinning/casting anglers – which is exactly why I created it. I really like to fish it whenever I don’t need to hide my hook point in the plastic to fish into heavy cover. There are also lots of cases where the soft plastic lure or a natural deadbait can be used in open and/or clean water.

Do the products incorporate new materials? The body of the AT Minnow is basically all soft plastic, but the mold has a complex mixture of moving tubes and metal plaques, which is very interesting from an engineering point of view. I created a very specific 15-degree opened worm widegap hook for the Swimbait Rig, and because of that opening the point is always outside the soft plastic, making it better for instant hook setting. What is it that makes these products genuinely innovative and unique? The AT Minnow can be rigged in absolutely every way a soft plastic minnow can be. Clever anglers may even find new ways to use it. The Swimbait Rig offers coverage on the back and underneath the belly of the lure, plus the benefit of an adjustable weight. These features are genuinely innovative and unique! Another success! The AT Minnow took eight months to go from first drawing to proven fish catcher.

What about the development process? How long did it all take? For the AT Minnow, it took me eight months from the first drawing to creating the final lure. Several little changes in the mold were needed, especially on the tail as I wanted it to hold the treble hook perfectly for vertical rigging with a finesse rig. Getting the lure to stay straight when fished on the bottom and offering the hook at the very end – this is where most soft plastics have a weakness. That – and the exact position of the different holes and slots

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

Tel: +33 45 09 67 700 Email: Infos-Export@pureﬁshing.com Web: www.sebile.com August 2011 Angling International

IT’S HERE! THE NE RESOURCE FOR TH MANUFACTURERS! TELL MORE BUYERS ABOUT YOUR PRODUCTS FASTER AND IN MORE DETAIL

Virtual magazines here Read the latest issue of Angling International as a virtual magazine plus view back issues here too.

Daily product news & alerts

Read about new launches from brands around the world every day.

www.angling-international.com – more product news more often w 62

Angling International August 2011

RETAILERS! FIND NEW PRODUCTS HERE EVERY DAY

EW ONLINE HE TACKLE TRADE EFTTEX N New P Product d tA Awards d

Details of Europe’s biggest launches of the year – altogether in one place for the ﬁrst time.

EFTTEX winners i

All the winning products from the show are listed here plus read the winners’ stories in our news section.

COMING SOON! VIRTUAL CATALOGUES SECTION N

î Turn the pages of the latest tackle catalogues î Choose by market sector or target brand î Major brands, growing companies and niche manufacturers acturers all listed î The best way to source new products August 2011 Angling International

EFTTA TRADING WITH

The voice of the European Tackle Trade

Pierangelo Zanetta: ‘EFTTA is on its way to becoming a far stronger political force’ In his annual address to members, EFTTA President Pierangelo Zanetta has reafﬁrmed his growing conﬁdence in the Association’s political power.

FTTA is on its way to becoming a major voice on the European political stage, its President, Pierangelo Zanetta, told delegates in his annual address. Speaking at the Association’s Annual General Assembly, he said EFTTA was forging links with national tackle trade associations in Europe in a bid to get the voice of the industry heard at the highest level. “EFTTA is now supporting the national trade associations within Europe,” he said. “Our CEO, Jean-Claude Bel, read a message from me during a recent meeting between FIPO and the new Italian Agriculture Minister, Saverio Romano, and our input was appreciated. “Authority comes from representative power and today we have representatives from two national trade associations – Ciro Esposito from FIPO and ANSPO’s Hans Juergen Saenger – sitting on the EFTTA Board. “EFTTA sits on all the most important European commissions where angling is discussed – and that is the way forward for us. We have to have more power and authority at those levels.” He added: “I have never hidden my two dreams for EFTTA – turning the association into a federation of European national trade

“EFTTA now sits on all the important European commissions where angling is discussed.”

Pierangelo Zanetta at the EFTTA AGA: “We are creating a federation with real power.”

associations with real power and creating a worldwide trade body that can discuss global industry problems. Those dreams are now close to reality thanks to the support of my Board members.” Zanetta also revealed that EFTTA was doubling its lobbying budget and has taken on a university student to compile a report on the status of the European ﬁshing tackle market. He said: “We know too little about our industry and need some up-to-date statistics. “This is important when we are lobbying. The ﬁrst thing top politicians ask when we approach them is ‘who are you?’. We have to deliver reliable data to justify their attention.”

Another project that has been receiving EFTTA investment, said Zanetta, was the production of a documentary about the impact of hydo-electric production and its effect on the eco-system. He explained: “In Europe these hydroelectricity stations have been responsible for the destruction of fishing in many valleys. “The film is ready for release soon and we will be using it to make national governments aware of the problem.” Delegates were also asked to remember the victims of the Japanese earthquake and tsunami. Zanetta said: “The country has been one of the world’s leading developers of fishing tackle. Its fantastic technological advances and crafted products are renowned. “I urge EFTTA members to remember them and contribute to the country’s reconstruction.”

EFTTA revenue increases by 11% EFTTA saw its income increase by 11% as it posted a proﬁt of nearly €54,000 in 2010. Board member Richard Sanderson told delegates: “In the current economic climate not many ﬁshing tackle companies enjoyed such growth.” The association saw its subscriptions revenue rise in 2010 to €175,707 from €154,842. However, the biggest contributor to its bottom

line was – as in previous years – the EFFTEX exhibition. The event in Valencia, Spain realised €505,199 compared to €449,544 in 2009. Management and Secretariat expenditure increased by nearly €20,000 from €280,806 to €299,573 and the remuneration paid to CEO Jean-Claude Bel was up from €133,362 to €139,702. Equipment maintenance, post

and stationery costs were slashed by €26,819 from €31,651 to €4,832 following a renegotiation of EFTTA’s contract with its secretariat provider, Resolutions. Spend on its lobbying services in Brussels last year was down from €38,270 to €37,035, while EFTTA’s contribution to the Youth Grant Scheme rose from €12,000 to €20,750.

August 2011 Angling International

EFTTA TRADING WITH

THE VOICE OF THE EUROPE AN TACKLE TRADE

Vienna to host EFTTEX in 2013

ienna is to be the venue for the 2013 EFTTEX. In a presentation to delegates, EFTTA General Manager Janet Doyle outlined the reasons for the association’s choice of the Austrian capital and the Messe Wein Exhibition & Conference Centre for the event in two years’ time. She said that as well as being a beautiful city, Vienna ticked all the boxes for visitors to the show with: ● Good transport and connection links;

● Comparably low costs; ● Modern venue facilities; ● Good availability of hotel rooms; ● Plenty of tourist attractions. She added: “Austria is centrally located and is the gateway to the west. It is bordered by eight countries, making it easily accessible for the whole of Europe. “The event will take place in one 15,888sqm hall that is completely clear of obstacles and the venue is easily accessed via Austria’s U-Bahn underground system with two stations close by.”

Main iimage Main mage ma ge aand nd aabove: bove bo ve:: th thee Messe Wein Exhibition & Conference Centre, Vienna, venue for EFTTEX 2013.

Angling International August 2011

EFTTA TRADING WITH

THE VOICE OF THE EUROPE AN TACKLE TRADE

New EFTTA Board member appointed Michele Adinolfi has joined the EFTTA Board. He was elected at the association’s Annual General Assembly and succeeds his father, Ermanno, New EFTTA Board who had served member: Michele Adinolfi. on the Board for 28 years. Adinolfi has worked in his father’s company, Adinolfi Fulpa, for the last 23 years and is currently Vice President with direct responsibility for sales, advertising and marketing. He said: “I am honoured to work on the Board and believe that my

experience can be of value to the association. “I would like to see EFTTA continue to grow and EFTTEX to develop further and open its doors to consumers – our end users and the source of our proﬁtability.” The following Board members were all re-elected unopposed to serve another term: Rudi Heger of Rudi Heger/ Traun River (Germany), Montserrat Calico of Calico SA (Spain), Gennadi Zharkov of Lottaolt, (Russian Federation) and Jacques Prallet of Pure Fishing Europe (France). Delegates were told that Pierangelo Zanetta had been re-elected to serve for another three years as EFTTA President at its last Board meeting.

Fox RAGE seals deal at EFTTEX to enter Sweden

Leading European lure brand, Fox RAGE, agreed an exclusive distribution deal with Swedish company Gladsaxe Fiske at EFTTEX. The private company in the south of Sweden is a leading brand for sea trout and salmon spoons and has its own distribution network across the country. Following the agreement, Gladsax Fiske will distribute RAGE products and both companies will work together on marketing and promotions to retailers and dealers. Fox International’s European Predator Manager Dietmar Isaiasch said: “Swedish anglers are hungry for new techniques, like vertical jigging – and we have the right stuff for it. “The range as it stands is ready for the market, but we listen carefully to our customers and therefore will come up with special lure colours and terminal tackle for Swedish anglers during the season. “We have more than 1,000 products

“Swedish anglers are hungry for new techniques – and we have the right stuff.” 68

Angling International August 2011

in our range, including many innovative soft and hard lures that can be used for jigging and jerkbait ﬁshing, mainly for pike, zander and perch.” RAGE is already an established brand in Germany, Austria and the Benelux countries and is growing in France and Italy, says Isaiasch. He also revealed that his target in the coming months will be Russia and the Baltic States.

Dietmar Isaiasch (left) seals the deal with Gladsaxe Fiske’s Peter Lindström and Mats Andersson.

EFTTA Russian campaign update TRADING WITH

THE VOICE OF THE EUROPE AN TACKLE TRADE

Key role: EFTTA’s Gennardi Zharkov.

Prime Minister Putin’s plans are in question.

ears are growing that the Russian Government may declare free fishing on all the federation’s waters as a pre-election ‘gift’ to voters. The Russian Salmon Fund is campaigning against a move being considered by rulers inside The Kremlin to approve proposed legislation to allow free and uncontrolled access to all rivers and lakes for all species of fish. Chairman of the Russian Salmon Fund and EFTTA Board member Gennardi Zharkov believes such a move would have serious implications for the survival of Pacific and Atlantic salmon in the country. Zharkov’s

organisation is campaigning for controlled areas to be introduced where Russian anglers have to pay to enjoy their sport, but where stocks can be closely controlled and monitored. As reported in last month’s Angling International, EFTTA has written to the Russian Prime Minister, Vladimir Putin, and the President, Dmitry Medvedev calling for constraint. EFTTA’s President, Pierangelo Zanetta, and its Chief Executive Officer, Jean-Claude Bel, urged the two leaders to consider controlling quotas for endangered species. The letter said that while EFTTA generally supported this type of free access, it was ‘extremely concerned’ about the consequences of such an approach when applied to rare and endangered species like Atlantic and Pacific salmon. Zharkov said: “The problem is very serious. There is a fear that in autumn on the eve of the elections to the State Parliament that the Government will take a populist step and totally eliminate managed fishing areas.” Zharkov is a member of the Parliament Commis-

sion that is working on the law regarding sport and recreational fishing with the Agency of Fishing of the Russian Federation. He is hoping to prevent total elimination of managed angling and set up areas of organised fishing to preserve fish stocks. He said: “The Russian Salmon Fund position is constructive and open to compromise. We consider that reservoirs should have a responsible manager interested in the preservation and restoration of fish stocks. “We are ready to agree that 95% of these reservoirs remain accessible and free of charge, but believe that 5% should be assigned to users who will have supervised access on these waters and their fishing methods controlled.” Zharkov added: “We have had no Government reaction to the letters received from foreign organisations, however we know they have been read.” The Salmon Fund has created a special section on its website dedicated to discussing the draft proposals. It has also been actively involved in making its position clear within the media and to state officials.

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Angling International August 2011