Welcome, Bienvenue, Bienvenida Willkommen, Benvenuto... I was delighted to hear such positive feedback from the FFR Show in Denver. I must admit to having been concerned about the outcome. AFFTA and event organisers Nielsen had not hidden from the fact that a smaller show ﬂoor was likely and rumours of a serious drop in attendance were rife. On top of that, stories of ICAST taking on the show remain persistent. But having spoken to quite a number of exhibitors since the event, I haven’t heard one downbeat comment. “The show was very good and certainly better than had been rumoured going into it,” said Marc Bale of Sage, while Jeff Schluter told me the show was better than anticipated with dealer attendance larger than he expected. Ralf Vosseler was equally impressed: “The show was great, not as bad as was earlier rumoured,” he told us, and Riley Cotter, of Umpqua Feather Merchants added: “The overwhelming consensus before the show was one of uncertainty and lack of enthusiasm to participate. However, it was great for us and, talking to others around the industry, I think they would agree.” It’s a deserved reward for the organisers and for AFFTA, whose President, Gary Berlin, came out ﬁghting before the show when he told Angling International: “FFR is still the best way to ﬁnd new ﬂy ﬁshing products and to discover the best deals.” So well done to AFFTA and Nielsen for keeping the faith and for those exhibitors who got just rewards for their support. Our Denver report starts on page 9. Looking ahead to next month’s issue, we turn our attention to new product and will be highlighting some of the eye-catching innovations for 2010. It’s a great commercial opportunity for the industry’s innovators. Talk to Commercial Director Lucie Petrickova to ﬁnd out more.
Meet the makers of Angling International...
MEL BAGNALL, PUBLISHING EDITOR Mel’s vast experience in the angling industry includes six years as the publisher of UK company Emap’s angling business. He began his career on Angling Times where he was reporter, feature writer, sub editor and news editor, and was also assistant editor of Sea Angler. He has worked in magazines for more than 36 years.
PHIL BROUGHTON, PUBLISHING DIRECTOR Phil’s media background stretches back some 15 years and includes advertising sales on some of the UK’s biggest sports and outdoors magazines, managing contract publishing relationships, sponsorship management, and handling commercial operations on consumer events, including the Go Fishing Show.
ROB CARTER, EDITORIAL DIRECTOR Rob began his career writing for and editing specialist consumer magazines in the UK (including Match football magazine, Fore! golf magazine and Trout Fisherman) before being appointed editor-in-chief of Emap’s contract publishingdepartment.He is a founder director of Top Corner, the publishers of Angling International.
KEELY DOCHERTY-LEE, ART DIRECTOR As Top Corner’s art director and co-founder, Keely has 15 years’ design experience, and a proven track record of producing successful ad campaigns, brochures and direct mail. She has worked with many angling clients and today leads the design team on Angling International, managing the editorial production of each issue.
ROBERT LANGFORD, EUROPE CORRESPONDENT English-born Robert is based in Germany, where he has forged a huge reputation as a sea angler and journalist. His articles, which are syndicated throughout Europe, are read by 500,000 anglers every month. He also works as a sea ﬁshing guide and never leaves home without his Baleno waterproofs.
LUCIE PETRICKOVA, INTERNATIONAL COMMERCIAL DIRECTOR Lucie can call upon seven years’ experience of delivering commerical solutions for angling clients. Czech-born, she is also familiar with other eastern European languages. Call her to discuss your advertising needs and to ﬁnd out ways to promote your products in the magazine.
MAGAZINE CREDITS Angling International magazine is published by Top Corner Editorial and Design Limited. 4 Milnyard Square, Bakewell Road, Orton Southgate, Peterborough Cambridgeshire, United Kingdom, PE2 6GX • International Commercial Director: Lucie Petrickova; email@example.com; Tel. +44 7825 999230; Fax +44 1225 760249; Skype lpetrickova • Publishing editor: Mel Bagnall; firstname.lastname@example.org +44 (0)1733 392 977 • Editorial director: Rob Carter; email@example.com • Art Director: Keely Docherty-Lee; firstname.lastname@example.org • Designer: Kate Hooley; email@example.com • Database Manager: Graham Goor; firstname.lastname@example.org • International Ambassador: Caroline Thomas; email@example.com +44 (0)7952 555716 • Publishing Director: Phil Broughton; firstname.lastname@example.org • Colour reproduction: AT Graphics UK Ltd, Peterborough, Cambs UK • Printed by: Warners Midlands plc, Bourne, Cambs UK • Subscription enquiries: email@example.com
•THANKS THIS ISSUE GO TO: Henrik Kassow Andersen, Gerard Bakkenes, Caroline Bilodeau, Bruno Broughton, Michael Chinnery, Christine at CGC Expo, Tony Conte, Loïc Corroyer, Doug Drotman, Félicité Du Jeu, Ellen Geskus, Liza Jones, Robert Langford, Stacey Lasley, Richard Lee, Tom Legge, Dean Logan, John Mazurkiewicz, Ben Patrick, Janice Pretot, Hugo Spiegl, Paul Sharman, James Tipping, Glen Wallings. No part of this magazine may be reproduced without the prior permission of the publisher. The magazine assumes no responsibility for the safety of contributions, although all reasonable care will be taken.
October 2009 Angling International
Diesen monat, Ce mois, Este mes, Questo mese... Die Organisatoren der CGO Expo in Weihai verkündeten, dass die Zahl der Aussteller annähernd den Zahlen vom letzten Jahr entsprechen (Seite 19). Diese Zahlen ermutigen aus zwei Gründen: zunächst, weil die Schau erst in einem Monat öffnet und dann, weil ein Drittel der angemeldeten Firmen mindestens drei Jahre lang nicht an der China Fish teilnahmen. Die CGC Expo ist kleiner als die China Fish, aber internationale Besucher werden ermutigt sein durch die Zahl der neuen Firmen, die parat stehen, um Geschäfte zu machen. Ist dies ein Zeichen von Aufschwung? Vielleicht. Die zweite gute Nachricht betrifft die gewerblichen Schutz- und Urheberrechte. Ein Treffen zwischen dem EFTTA CEO Jean-Claude Bel und den Organisatoren der China Fish stellte eine stärkere Unterstützung der Chinesen im Kampf gegen Plagiate sicher (Seite 35). Ungeprüfte Firmen dürfen nicht mehr auf der China Fish ausstellen, dadurch wird der Weg, Plagiate zu vermarkten, eingeengt, gleichzeitig werden die Organisatoren auch eine „black list“ von Plagiatoren veröffentlichen. Dies ist ein besonderer Schutz für die Innovatoren der Industrie, aber Jean-Claude Bel warnt, dass dies nur wirkt, wenn man seine Produktrechte von Vorneherein absichert. International wie immer enthält diese Ausgabe auch die ersten Reaktionen auf die FFR Show in Denver, USA (Seite 9). Außerdem schauen wir uns die Entwicklungen im Rutenbau näher an. Unser Schaukasten der führenden Hersteller beginnt auf Seite 25 und beinhaltet Beiträge aus der Tschechei, Norwegen, Portugal und Florida. Viel Spass mit unserem Magazin!
Les organisateurs de CGC Expo à Weihai ont annoncé que le nombre d’exposants est proche de celui de l’année passée (page 19). Cette statistique est encourageante pour deux raisons: premièrement, l’exposition ne s’ouvre que dans un mois, deuxièmment, un tiers des compagnies inscrites à China Fish n’y sont pas participé pour les trois dernières années. Le CGC Expo est une exposition plus petite que le China Fish, mais les visiteurs internationaux seront encouragés d’y participer par le nombre de compagnies prêtes à faire des affaires. Est-ce le signe de rétablissement? Probablement. La deuxième partie de bonnes nouvelles concerne les droits de la propriété intellectuelle. Une réunion entre Jean-Claude Bel et les organisateurs de China Fish a assuré un support des Chinois dans le combat contre les imitations (page 35). Les usines incontrolées ne seront plus admises à China Fish, ainsi limitant l’accès des contrefacteurs sur le marché. Les organisateurs ont également publié une liste noire des copistes. C’est une protection supplémentaire pour les innovateurs du marché, mais, avertit Jean-Claude Bel, cela fonctionne uniquement si l’on utilise la protection légale en premier. International comme toujours, ce numéro inclut les premières réactions de l’exposition FFR à Denver aux Etats Unis (page 9). Par ailleurs, on jette un coup d’oeil sur le dévelopment du secteur de gaule. Notre revue de fabricants importants commence sur le page 25 et inclus des participants comme la République Tchèque, le Norvège, le Portugal et la Floride.
Angling International October 2009
Hay dos noticias alentadoras de China este mes. La primera, los organizadores de la Expo de CGC en Weihai han anunciado que el número de expositores está cerca de igualar la cifra del año pasado (página 19). Los números son alentadores, por dos razones: en primer lugar, todavía falta un mes hasta que tenga lugar la feria y, en segundo lugar, un tercio de las empresas ﬁrmaron no haber asistido a China Fish durante al menos los últimos tres años. La Expo CGC es una pequeña exhibición comparando con China Fish, pero los visitantes internacionales serán alentados por el número de nuevas empresas dispuestas a hacer negocios. ¿Es un signo de la recuperación? Posiblemente. La segunda buena noticia, se reﬁere a los derechos de propiedad intelectual. Una reunión entre EFTTA consejero delegado, Jean-Claude Bel con los organizadores de China Fish, ha logrado un mayor apoyo de los chinos en la lucha contra los productos de imitación (página 35). No se permitirá exponer en China Fish a fábricas no aprobadas, por lo que se reducirá la salida al mercado de falsiﬁcaciones potenciales, y también se publicará una lista negro de las fábricas fraudulentas. Será una protección adicional para las empresas innovadoras, pero, Jean-Claude Bel advierte, sólo funciona si se toma protección jurídica, para empezar. Tan internacional como siempre, ésta edición también incluye las primeras reacciones a la Feria FFR en Denver, EE.UU. (página 9). En otros lugares, echamos un vistazo a la evolución en el sector de la caña. Nuestro escaparate de fabricantes líderes empieza en la página 25 e incluye las contribuciones de la República Checa, Noruega, Portugal y Florida. Disfrute de la revista!
Dalla Cina arrivano due notizie incoraggianti: la prima riguarda gli organizzatori del CGC Expo a Weihai entusiasti del numero di espositori per l’edizione 2009 prossimo a quello dell’anno scorso (pagina 19). Due sono i motivi per cui possiamo ritenere incoraggianti questi numeri: in primo luogo manca ancora un mese all’inaugurazione dell’evento; non dimentichiamo poi il fatto che un terzo delle aziende iscritte manca al China Fish da almeno tre anni. Il CGC Expo è inferiore per dimensioni al China Fish ma molto allettante per i visitatori internazionali visto il numero di nuove aziende pronte a fare affari. E’ questo un segnale della ripresa? Forse. La seconda buona notizia riguarda i diritti della proprietà intellettuale: un incontro con il CEO dell’EFTTA JeanClaude Bel e gli organizzatori del China Fish ha sancito il supporto dei cinesi nella lotta contro i prodotti “taroccati” (pagina 35). Aziende dubbie non saranno più ammesse al China Fish, così da limitare il mercato della contraffazione; gli organizzatori, inoltre, pubblicheranno un “libro nero” dei falsari. Si tratta di una forma di protezione extra per gli innovatori del settore, ma come avverte Jean-Claude Bel potrà funzionare solo se ci sarà anche protezione dal punto di vista legale. Questo numero, internazionale come sempre, includerà anche le prime reazioni all’FFR Show di Denver – USA (pagina 9). Spostando l’obiettivo su altri settori abbiamo voluto concentrare l’attenzione sugli sviluppi registrati nel campo delle canne da pesca; a pagina 25 la nostra vetrina dei produttori leader, con testimonianze anche di Repubblica Ceca, Norvegia e Florida.
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LOW ATTENDANCES BUT HIGH SPIRITS AT FFR 2009
his year’s Fly Fishing Retailer Show was being approached with some trepidation by the industry. The economy and rumours that attendance was likely to be down on recent years had many wondering exactly what effect this would have on business. Even AFFTA predicted a likely 20-25% decrease over the previous year. But Show Director Kenji Haroutunian shed a different light on these ﬁgures when I talked to him during the show in the Denver Convention Center. Organisers Nielsen handle many industry shows, he said, and several of their other sports shows had been hit by decreases over the previous year of up to 50%, with an industry average of around 40%. Therefore the Fly Fishing Retailer was actually better than average in this respect. Sadly however this is tempered by the fact that this is the fourth year in a row that the show attendance has declined, a fact already being addressed by the AFFTA Board led by President Gary Berlin in consultation with Nielsen. Berlin was able to share some new information straight from a recent executive meeting earlier in the week concerning the show and its future. To dispel one rumour, the FFR will not become part of ICAST but will remain a stand alone entity. That is not to
AFFTA is promising a full review of the future of its ﬂagship show, says Fish and Fly’s Paul Sharman, reporting from Denver for Angling International.
say it will not perhaps become part of another show. Nielsen already run the much larger Outdoor Retailer show twice a year and there are discussions exploring that avenue and whether a ‘ﬂy ﬁshing’ area could be created. The other option is for the show to remain completely independent as it is now and remain in Denver or perhaps seek a new home elsewhere. No contracts have been signed as yet for 2010, but a
decision will be made quickly by the AFFTA Board and we will have the news here as soon as it is made known. What is sure is that both Haroutunian and Berlin agreed that the show was a necessity to maintain integrity in the marketplace as nothing takes the place of a ﬁrm handshake to seal a deal and to maintain and build relationships on an annual basis. Walking the ﬂoor myself and talking to the exhibitors, it is clear no one was surprised by the drop in attendance, but many were surprised by how positive the mood was amongst the visitors. Words such as “focused” and “intense” were used often to describe the fact that the ‘tyre-kickers’ were largely absent and
October 2009 Angling International
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those who had made the trip were serious buyers here to do business. Hardy North America President Jim Murphy echoed the thoughts of others when he said: “The show was excellent. We were busy all three days. It was all hands on deck for a constant ﬂow of serious dealers ﬁnding their way through our product line. The mood was upbeat and we remain cautiously optimistic for 2010.” Rio Marketing Manager Simon Gawesworth said he found the show surprisingly busy. “Although the numbers were down, the quality was solid and the people you wanted to see were there for the most part.” And Tom Whiting, the President of Whiting
“Despite the state of the economy, retailers were in good spirits. There was lots of positive feedback on the show”– Jenny Gordillo, Costa Del Mar Above: the new product development powerhouse at Hardy North America – tarpon expert Andy Mill and designer Howard Croston.
Farms Inc. summed up feelings across several other exhibitors I spoke to when he said that he had been writing orders. It was, he said, a good show for them. Meanwhile Jeff Wieringa, Business Development Manager for Scientiﬁc Anglers,was equally upbeat, saying: “It was an awesome show for us. Lots of important customers were there.” Left: An upbeat Karen Wilken of Redington. Above: Tom Whiting also enjoyed a good show this year. 10
Angling International October 2009
While Jenny Gordillo, Export Manager for sunglasses company Costa Del Mar, told me: “Despite the economy, FFR had an upbeat and enthusiastic crowd. Retailers were in good spirits and there was lots of positive feedback about the show overall.” Over at the Redington booth, Karen Wilken, the company’s Production and Content Coordinator, reported a steady stream of visitors throughout the show and was also optimistic about the future. She felt that the feeling within the industry is still positive amongst those conﬁdent in their products. Redington are ﬂat on the year but, given the current climate, they are happy with that performance. There is the expectation however that some companies will still fall by the wayside before things get consistently better. Is the Fly Fishing Retailer show still the Mecca for the ﬂy ﬁshing industry? The answer still has to be yes, especially in the absence of any real competition. Numbers may be down but that can be reversed and active efforts are being made to ﬁnd out what the industry thinks can be done to improve the show. If you have any opinions of your own to share, the organisers are keen to hear them. Please send them on to the FFR Show Director Kenji Haroutunian at firstname.lastname@example.org and help secure the future of your industry.
One of my ﬁrst stops was the Hardy and Greys booth to follow up on the recent news that tarpon expert and ‘Chasing Silver’ star Andy Mill had joined the product development team to work alongside Howard Croston, already well known for bringing several new innovations into rod and reel design. Mill will bring his expertise to bear in helping to design and build a new range of saltwater gear that will undoubtedly be looked at with great interest in the US market, dominated for so long by stalwart brands such as Sage and G.Loomis. Reported President Jim Murphy: “The new St George reels, our newest product made in Alnwick, kept the reel display three deep with dealers looking for a way out of the gloomy economy.” Another company having a very good show was Creative Castings, which manufactures eye-catching custom ﬁsh pin collections amongst other collectibles. Steve Rohrbach said he had signed orders from several different countries covering Europe, Africa and South America over the course of the show and was in a very bullish mood about the future. One particular product combined a framed trophy photo along with a matching pin of the species in question to be used by lodges as a thank you gift. It had been picked up by a lodge in South America to use for their guests. It’s something I can see being picked up by other similar outﬁtters and lodges. Women’s clothing is an area that was more in evidence than in the past and Redington had a nice range on display. Encouraging more female anglers (as well as youngsters and anglers from minority groups) is very important in growing participation. Catering to the ladies in this way is important so they feel comfortable and stylish out on the water.. One of my favourite displays though had to be at
HOW WILL CHINA FISH TACKLE COPYISTS NEXT YEAR? See p35
Clockwise from top: the New Product Preview section proved as popular as ever with visitors to the show; Bill Crawley from William Joseph presents his latest product for the camera; Tim Rajeff (far right) of Rajeff Sports talks Gordon Waldmier from Anglers Roost through his latest catalogue; iPhone cases from the Montana Fly Company.
the booth of the Montana Fly Company where PR Director Hilary Hutcheson ran me through their new line of ﬁsh skin and camouﬂage coatings applied to ﬂy boxes, ﬂy tying tools and even a case for my iPhone – brown trout please! On the Rio booth, their Trout LT (Light Touch), a longer taper, softer line than most of their products, and Indicator Line, with a steeper front taper, thicker diameter tip and increased weight at the front, caused plenty of buzz. And a new adhesive rod rule for sticking to the back of the rod to measure ﬁsh quickly also created interest. “It just shows that it doesn’t have to be high-end, expensive items to get people excited,” said Marketing Manager Simon Gawesworth. Switch rods are causing a stir in the industry at the moment and Rajeff Sports are in the midst of the action. Designer and casting guru Tim Rajeff took time out to show me their new range of rods. Taking these down to lower weights for trout on smaller creeks had me thinking about giving them a try
Right: The ﬁsh pin collections from Creative Castings proved a big hit. October 2009 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
Sakura adds Molix lures to its French portfolio
olix lures and terminal tackles have been added to the fastgrowing portfolio of products distributed by Sakura in France. The range will appear in the 2010 Sakura catalogue available from the end of October. Sakura, from the Bordeaux-based Sert company, has already secured the distribution of Gary Yamamoto Custom Bait and IMA (Japan) products this year.
Pro Tackles, the Italian company behind Molix, is the ofﬁcial distributor of Gary Yamamoto in Europe and this latest agreement was prompted by the earlier collaboration between Sakura and Pro Tackles. “Following the great success of our business with Gary
WFN and ISE sign joint marketing deal in US International Sportsmen’s Expositions (ISE), the ﬁshing and outdoor show group, has announced a marketing partnership with the World Fishing Network to promote its events across North America. ISE will in turn promote WFN to more than 150,000 show attendees. WFN, North America’s only 24hour ﬁshing lifestyle network, will focus on ﬁve ISE consumer shows in 2010, including Denver, CO (Jan 7-10), San Mateo, CA (Jan 14-17), Sacramento, CA (Jan 21-24), Pheonix, AZ (Feb 26-28), and Salt Lake City, UT (March 18-21). “WFN will help us promote our shows to millions of anglers and outdoor companies across North 12
America,” said John Kirk, ISE’s Director of Communications. Christopher Doyle, VP Marketing at WFN, welcomed the opportunity to interact with passionate anglers. “We look forward to leveraging the power of America’s premier outdoor shows in the western United States to market to outdoor enthusiasts,” he said. The partnership can only be good news for the American Fly Fishing Trade Association (AFFTA) which collaborates with ISE on its Denver and San Mateo events. Each show incorporates an AFFTA-sponsored Discover Fly Fishing Center, which includes products, services and educational areas.
Angling International October 2009
Yamamoto this year, we have made an agreement to work in the same way with Molix,” said Sakura’s Product and Team Manager Guillaume Fourrier. “We really trust in the Molix range. It contains lots of original and technical lures. For example, the softbait series is really very different with no existing similarities among our brands.” Paulo Vannini, owner of Pro Tackles, told Angling International: “Sakura has deep knowledge and experience, not only in France but across the international market, so we believe this deal has great advantages for both companies.” The Molix range comprises hard plastic lures, metal lures and soft baits for both saltwater and freshwater species. Fourrier is conﬁdent they will be welcomed by French anglers: “We know the French market from experience and we know that retailers will give a good reception to the Molix selection.” Up until last year, Molix was sold in France in Paciﬁc Pêche shops and through salesman Tanguy Marlin in other shops. Tanguy will remain involved in the latest collaboration.
Zebco offers new EPOS system for retailers A number of ﬁshing tackle shops in the UK are ﬁnding the beneﬁts of using a new EPOS system for SME businesses. ‘Zebco Cash’ was originally unveiled at EFTTEX in June this year by Zebco Sports Europe and is the brainchild of the company’s International IT Manager Carsten Jansen. “I wanted to expand our IT product portfolio across Europe and this was an excellent way to offer an EPOS system which has everything a retailer needs to fulﬁll their daily, weekly, monthly and annual requirements,” said Jansen. The result is a practical and functional system covering all areas of any shop from basic till operation
to stock management and purchasing statistics, says Zebco. The company is making a variety of software and hardware packages available, so that it can meet the exact needs of the retailer. A three-month payment plan is also available. Harry McKee of McKee’s Tackle in the UK said he was using the system to help in-store management, print barcodes, analyse peak and off-peak periods, create special deals and complete VAT returns. Further information is available from email@example.com
Kurt Grabmayer: “Rod makers need to listen more to their customers” Kurt Grabmayer, founder of Angelsport Grabmayer and the man behind the Aquaborne brand, believes it is has never been more important for rod manufacturers to listen to consumer demand. And he is conﬁdent that companies with new ideas can enjoy signiﬁcant sales increases in 2010. Grabmayer is himself a celebrated carp angler and his own ﬁshing activities enable him to stay very much in touch with the marketplace, a fact he knows has helped him enjoy good sales in 2009. He also knows that market needs are constantly changing. Looking ahead, he said: “Those few who can react quickly to changing demands will earn good money. The inﬂexible and lazier ones will see a decrease in sales. As the market offering is presently outsized, it is more important than ever to observe and react to consumer needs.” Grabmayer predicts that many manufacturers will need to reduce costs, but believes the niche appeal of Aquaborne will protect him from such measures. Falling carbon prices have been countered by a hard-
ening of prices for rod components, he argues. Grabmayer also has strong views about lifelong warranties. “It is imprudent and means you have to increase the price,” he maintains. “This works against buyers but generates a lot of vandalised rods to get replacements. I prefer normal warranty times, say two to three years, and reduced prices.” The Aquaborne brand has enjoyed steady growth as markets have been established in the UK, Austria, Spain, Portugal, Germany, Holland and Poland. Now it is seeking dealers in France, Belgium, Slovakia, Hungary, Slovenia, Italy, Romania and the Czech Republic.
“Those few manufacturers who react quickly to changing demands will still earn good money”
Preston Innovations makes surprise entry into European carp market Europe’s carp ﬁshing companies will be looking over their shoulders at the news that Preston Innovations plans to introduce its own carp brand. The UK company, owner of Korum and Sonu Baits, has an excellent reputation for quality and is very highly regarded in the industry for its coarse and match ﬁshing products. Angling International understands that company head Dave Preston is personally leading the drive to break into the carp market with a brand called Core.
Preston has historically kept a low proﬁle but his passion for the new project is already apparent and he is clearly taking a hands-on role at this stage. Weekly UK newspaper Angling Times, which broke the news to anglers, reports that accessories will lead the launch, followed by rods, bivvies, luggage and barrows, with the Core brand available in the spring of next year. In view of his expansion plans, Preston is looking to make at least one senior appointment with industry experience to help maintain the company’s rapid growth. Preston’s transition into carp will appear to some to be inevitable for a company reporting 20% year-on-year growth and striving to maintain that momentum.
“Company head Dave Preston is personally leading the drive into carp with a brand called Core”
US recession ‘probably’ set to end The US tackle trade has been cheered by reports that the country’s worst recession since the Great Depression ‘will probably end in the third quarter.’ But the recent survey of private economists also warns that uncertainty exists over the speed and duration of economic recovery. Around 90% of respondents to The Blue Chip Economic Indicators Survey believe the downturn is coming to an end.
Recent data including housing and key labour market indicators has also suggested a bottoming out. The upbeat assessment is strongly inﬂuenced by a contraction in gross domestic product of only 1% in the second quarter, compared to a fall of 6.4% in the previous quarter. However, many believe the rate of recovery may stall again before a brisker, more lasting rate of expansion takes hold.
COMMUNIQUÉ I N S I G H T • A N A LY S I S • T R A D E N E W S
Call for Australia’s ﬁshing and boating bodies to unite
he Australian Fishing and Trade Association (AFTA) has called for the formation of a Fishing and Boating Alliance, bringing the two sectors together to present a united voice to government on key issues affecting the industries. Observers in both sectors have welcomed the move, pointing to years of disunity, inﬁghting and apathy as being damaging to both parties. Outlining proposals for the alliance, AFTA President Bruce Alvey said the new organisation would seek to align industry bodies across the ﬁshing, boating and outboard engine sectors with the aim of collectively lobbying government on the key issues. These include angling access and marine park closures. It would also aim to counter extremist green minorities.
Alvey said the high number of ﬁshing boat users was a clear reason for the marine industries to work together. Speaking to www.ﬁshingworld.com.au, he said: “Everybody will be able to come together and say our industry amounts to this number of dollars and this amount of jobs.“ The website reports that the AFTA initiative looks to be attracting support from both sectors, with the NSW Boating Industry Association among those bodies getting behind it. Recﬁsh Australia, the representative body for
anglers, is also a major partner in the Alliance. “It’s our role to ensure that the voice of recreational ﬁshers is heard alongside the boating and trade industries,” said Recﬁsh CEO Len Olyott. The Outboard Engine Distributors Association has been more cautious in its approach. Although it supports the proposal in principle, the OEDA has requested that AFTA clarify its lobbying plans before agreeing to sign up. Jim Harnwell, Publisher of www.ﬁshingworld. com.au, said he was strongly supportive of AFTA working with the boating sector to inﬂuence government towards providing a better deal for anglers and urged all parties to work together.
“We will be able to come together and say how much our industry is worth” – AFTA President Bruce Alvey
Ultra eager to reach European retailers
Shaun Stenton: “It makes sense to go direct.”
One of the oldest pioneers of ﬂoat making in the UK is sending a message out to European retailers to ‘come and get’ its high-quality products. Ultra Fishing Tackle Ltd put a European growth plan in place less than a year ago and has already made good headway in the Netherlands and Germany with its well-known Polaris ﬂoat brand. Now owner Sean Stenton is hoping that his long family tradition of quality products and UK-based manufacturing will help generate more accounts in other countries across the Continent after shifting his emphasis from wholesalers to retailers. “In today’s challenging economy it makes sense to deal direct with retail,” said Stenton,
whose company has been trading for half a century. “I have only really scratched the surface of overseas markets so far and there are good prospects for growth given the varied applications for Polaris ﬂoats in lots of other countries. “We have ample capacity and carry 100% stock of the Polaris range because it is so popular. I am prepared to offer favourable terms and can deliver within a week.” Stenton has introduced a multi-lingual video and four other languages on to his packaging to make life easier for his European customers. Interested retailers can contact shaun.stenton@ultraﬂoats.co.uk.
Pure Fishing’s UK dates Pure Fishing (UK) has announced its 2009 trade shows. Each of the ﬁve regional shows runs for ﬁve days beginning on a Sunday, with the series beginning at the Copthorne Efﬁngham Park Hotel, Gatwick, and running from September 13th to 17th. Dates and venues of the other shows are: September 26th-October 1st: Hilton Hotel, Bradford; October 11th15th: Whittlebury Hall, Towcester; November 1st-5th: Regency Hotel, Dublin; and November 22nd-26th: Normandy Hotel, Glasgow.
Angling International October 2009
Dealers will be able to see product from Pure Fishing brands including Penn, Abu Garcia, Shakespeare, Mitchell, Berkley, JRC, Spiderwire and Stren, plus the relaunched Fenwick ﬂy ﬁshing brand. Pure Fishing also plans to introduce its range of Hodgman footwear and clothing, recently added to the company’s portfolio. Visitors at the show will be able to meet account managers and consultants as well as viewing in-store videos. Media packs and Pure Fishing’s 2010 product catalogue will also be available.
Stella reels star in new Shimano 2010 catalogue The EFTTEX award-winning Stella SW reel heads up a huge array of product in the eagerlyanticipated, 180-page Shimano 2010 catalogue, which is now available in 21 languages. The Stella SW, crowned best new spinning reel in Budapest, is joined by more models from the Stella range designed especially for the challenging saltwater environment. The catalogue also introduces the Ci4 series of reels, based on a carbon/polyamide material that offers all the performance and quality of metal but with less weight. Shimano has once again added to its family of Baitrunner reels and bring the Baitrunner XT-RA – successor to the Aero GTE – to the market. Longawaited small size Baitrunners make their debuts, while the USA Baitrunner has been updated to the new generation Baitrunner D. Also to be found in the catalogue are Shimano’s Ultra Concept rods, handcrafted from high-performance blanks, incorporating custom-built components and with individual serial numbers. Shimano continues to get ever more serious with its ﬁshing lines with the
EU ROPE A N PRODUC T CATA LOGU E
introduction of a new production technique for monoﬁlament, in which a solid coloured core is wrapped with clear outer layers. The result is added strength and low visibility. The triple construction technique is evident in the Technium Spinning, Technium Match & Bolo and Technium Surf lines. You can discover more about these and many other products at www.shimano.com, where you can ﬁnd out how to obtain the catalogue.
WFN EXPANDS IN ROCKIES World Fishing Network, North America’s 24-hour ﬁshing lifestyle provider, has announced aggressive marketing and programming plans for expansive coverage of ﬁshing in the Rocky Mountains. These include the opening of a production bureau in Denver, a partnership with Colorado Trout Unlimited, various media partnerships, consumer promotions and the sponsorship of local events. Central to WFN’s objectives is its alliance with conservation group CTU, supporting as it does
the Network’s own commitment to conservation issues and groups dedicated to preserving North America’s ﬁsheries. The protection and restoration of Colorado’s trout ﬁsheries and watersheds in particular are close to the top of both organisations’ agendas. “The WFN Colorado bureau and our other partnerships will serve the speciﬁc needs of passionate anglers throughout Colorado,” said Mark Rubinstein, President of WFN. The network plans to open more regional bureaus this year.
October 2009 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
Aqua Sports sets sights on the Americas, the UK and Japan
qua Sports, the Korean-based manufacturer best known for its quality waders, wading shoes and ﬂoating vests, is targeting expansion for 2010. Japan, North and South America and the UK are all markets that the company believes hold signiﬁcant growth potential. Aqua has already begun discussions with a Japanese wholesaler which it hopes will lead to a long-term agreement. In the meantime, the company continues to grow its considerable reputation across Europe. “Business has been very good in our existing markets, with growing demand for our Aquaz brand of ﬁshing products,” conﬁrmed Managing Director Brandon Hwang, whose product range also includes clothing, ﬂoating vests and accessories. “Now we are looking for expansion into other territories in 2010 and beyond.” While recognising the extra pressure that declining economies have put on many markets, Hwang still believes that consumers look for quality ﬁrst and foremost. And while he has no desire to compete at the low-price
end of the market, the efﬁciencies he has introduced into his Chinese production model mean that he can produce high quality at affordable prices. The opening of a new factory in China in 2001, to complement his existing factory in Korea, has played a key part in that strategy. The China operation has allowed the company to be more competitive on pricing without sacriﬁcing quality standards, while the Korean factory continues to service its domestic market while focusing on research and development and higher-end products. “We use the two factories so that they complement each other and meet all the requirements of the market,” explained Hwang. “In China the focus is on volume and meeting the demands of mass markets. Whereas in Korea we concentrate more on innovation and quality. We have been able to maximise quality while controlling costs to China levels and this has proved a real beneﬁt for our customers.” The upcoming implementation of the Free Trade Agreement between Korea and the EU and Korea and the US is also eagerly an– MD Brandon Hwang
ticipated by Aqua Sports, saving customers import duties which on some products can be higher than 30%. Aqua Sports, which also operates scuba diving and military divisions, is a long-term exhibitor at EFTTEX and enjoyed a very successful EFTTEX in Budapest. Marketing plans for 2010 include EFTTEX in Valencia in June and China Fish in Beijing in February. “These are two very important shows for Aquaz,” added Hwang. “I will also be considering ICAST and the FFR Denver Show next year.” The company is famous for vests and wading shoes plus high quality waders.
“We have been able to maximise quality while controlling costs to China levels”
NEW LOOK FOR DRAGON TACKLE Top European ﬂy manufacturer Dragon Tackle has modernised its logo as part of the company’s corporate rebranding exercise. As part of the project, Managing Director Terry Clease and Operations and Marketing Manager Gareth Whittington have also decided on a redesign of all artwork, including blister inserts for ﬂies and the new consumer-focused website. “The new logo will be perfect for our new consumer-facing marketing strategy and will ensure Dragon is perceived as a modern ﬂy brand for many years to come,” said Whittington. 16
ASA summit to scrutinise markets Both the domestic and international economic markets will come under scrutiny when the American Sportﬁshing Association (ASA) meets for The Sportﬁshing Summit, its premier networking and business management event, from October 27th to 29th. An ‘industry outlook’ panel discussing changing business environments at home and abroad includes JeanClaude Bel, CEO of the European Fishing Tackle Trade Association, Thom Dammrich, President of the National Marine Manufacturers Association and Jeff Pontius, President of Zebco Brands. The agenda also includes a session on team building and leadership led by keynote speaker Jim Murphy; while ASA President and CEO Mike Nussman will outline the Association’s plans to ﬁnd a rallying point to address access issues and raise funds for advocacy efforts. Other topics for discussion at the Rancho Bernardo Inn in San Diego include ﬁsheries resource management
Angling International October 2009
and the political forces currently impacting the industry, including the far-reaching implications of California’s Marine Life Protection Act. The annual summit brings together the Association’s Board of Directors, committees, members and guests, from manufacturers to representatives of state and federal government to media, to discuss a wide range of issues and events that affect the future of the industry. The gathering is an opportunity for attendees to hear from industry leaders and take part in informational seminars designed to help grow their business. Guest lunch speaker on the 27th is Jane Lubchenco, Ph.D., Under Secretary of Commerce for Oceans. Deadline for pre-registration and housing is October 7th so interested parties are advised to act quickly. Further information including the full agenda for the summit can be found on the American Sportﬁshing Association website, www.asaﬁshing.org/shows_events/summit.
COMMUNIQUÉ I N S I G H T • A N A LY S I S • T R A D E N E W S
Touchdown returns in America’s Midwest
ouchdown Lures of America has returned to business under new ownership. Product is now available in stores across the Midwest, including Illinois, Kentucky, Ohio and Indiana. And the Indiana company, which has been making pre-rigged worms for 35 years, says it has a new marketing strategy that is rekindling the imagination of anglers. “We have had many anglers tell us they are glad we’re back,” said Touchdown President Andy Royalty. “We never really went away, but the company has changed hands several times over the years. Now we have the tools we need to
take the brand and the product to a new level.” Head of Corporate Sales Dale Sventeck said that the Touchdown brand remained strong but that some dealers had lost track of how to order them. “We’re signing up dealers large and small who are pleased to have Touchdown in their shops because there is a demand for the pre-rigged baits,” he added. Currently among the company’s best sellers are the Touchdown Six Inch Original and the Touchdown Pro Series worm, which both feature twin Mustad hooks. The lures’ built-in weedless feature is also popular. New products in the range include Tackle Packs, a series of three each containing six different coloured baits.
Fly Fusion introduces a bold distribution strategy for Fall Fly Fusion magazine has introduced a radical two-cover design system and a new perfect bound format, along with expanded distribution, for its Fall issue. Retail price has been increased to $7.95. The magazine is published by the Bird Marketing Group (BMG), which recently appointed Jennifer Bird (above left) as Publisher of its print division. Bird believes the improved production values and increased price reﬂect the magazine’s high-end quality and its aspirations to be the industry leader. The Fall issue will feature an interview with Lefty Kreh. “We are particularly excited about the upgrade in binding as it is the largest visual change,” said Bird. “And we couldn’t be more excited to have Lefty as our cover story at a time when the magazine graduates to a new level of relevance.”
The use of alternative covers is intended to be more reﬂective of Fly Fusion’s distribution throughout North America and allows more effective communication with its readership. Changes to the magazine’s distribution model are backed by an aggressive newsstand promotion plan and will result in “considerable gains” in unit volume and sell-through efﬁciency, say BMG.
Above: Touchdown products including the new Tackle Packs will be available in stores in Illinois, Kentucky, Ohio and Indiana.
RBFF TARGETS DONATIONS The Recreational Boating and Fishing Foundation (RBFF), the US organisation that promotes participation, has announced a new donation programme for its Take Me Fishing campaign. The programme, featured on www.TakeMeFishing.org and www.RBFF.org, fulﬁls one of the Foundation’s goals to generate income outside of its federal funding. “This is a great opportunity for additional income to increase participation, award more grants for youth education and contribute to conservation efforts,” said RBFF President and CEO Frank Peterson. The Take Me Fishing campaign has received a 2009 Gold Circle Award for excellence and innovation in communications from the American Society of
Association Executives. The site has already won a Bronze Anvil from the Public Relations Society of America, along with a Webby Award for its ‘Fishington’ social network. The RBFF has also announced a new year-long partnership with Field and Stream to promote the Anglers’ Legacy programme and to launch the Field and Stream 2009 Fishing Contest. The contest is a reincarnation of the historic reader ﬁshing event which appeared in Field and Stream from 1910 to 1978 and will be held on ﬁeldandstream. com. Readers are encouraged to submit photographs of catches meeting speciﬁc species and size requirements to win prizes. Participants will be able to track their standing online.
ALSO THIS MONTH Svendsen Sports’ 2010 trade catalogue contains a huge array of new products from the key brands under the Svendsen banner. Okuma reels feature strongly, with the Trio range, incorporating dual force drag on hybrid spools, likely to create a lot of interest. Okuma’s new front drag reels in the Octana, Hexana and Tritan series are also featured, along with the new Distance carp reels.
Savage Gear, leader in lure and predator ﬁshing, has a range of lures including the much talked-about Cutbait Herring softbaits and a new series of tungsten-loaded spinners. Fans of the popular Tournament rod series will be interested to see the upgrades now available. Prologic’s new luggage, clothing and specialist rods catch the eye and there’s more luggage from ﬂy ﬁshing brand Scierra.
Angling International October 2009
Well known Danish brand Hansen is revitalised with lures of “unparalleled quality” while the UK programme of Ron Thomson and Imax are also on display. For the catalogue contact firstname.lastname@example.org. Svendsen is also launching an online picture archive via www.svendsen-sport.com with images in several easily downloaded formats to support shops with internet sales.
Extended CGC Expo attracts new business
China’s ‘budget’ trade event was reporting healthy exhibitor ﬁgures following the decision to extend to four days.
he decision to increase China’s CGC Expo from three days to four and to bring the show forward in the calendar has paid off. By August 25th more than 180 exhibitors had signed up for the event – the smaller brother to the giant China Fish in February – almost as many as last year’s total. And 60-plus new exhibitors, more than a third of the total, have not attended China Fish for at least three years, signifying a healthy level of new business. The event has doubled ﬂoor space to 16,000sqm to accommodate those companies who missed out last year and more than 85% of ﬂoor space had been sold up to August 25th. In addition, 179 international buyers from 35 countries and regions had registered at the same point in time. International exhibitors who had booked space at the time of Angling International going to press included RG France and Eagle Claw. The second CGC Expo takes place in the Weihai International Exhibition Centre from October 22nd to 25th, almost three weeks earlier than last year. The scale of the response and levels of new business have delighted show President Li Jiang, who also stages the China Fish Show in Beijing. “The show has been moved forward following feedback from buyers and exhibitors who considered October better for purchasing and for more comfortable weather,” explained Li Jiang. “We also decided to have a four-day fair consisting of two respective parts, one for international buyers and one for domestic buyers. “The ﬁrst half of the show will provide a better environment for international buyers, while the second half is open to domestic buyers and the public.” CGC Expo is known as the ‘budget’ show because of its competitive space rates – US$300 for a standard
9sqm booth – and cheap hotel tariffs. The show made its debut in 2008 as a response to rising costs in China and with the objective of giving smaller to medium-sized Chinese factories a showcase trade event of their own. Because of its location in the heart of the Chinese tackle manufacturing industry, visitors get the opportunity to visit the factories where tackle is made and see the raw materials used in the process. Buyers at this year’s show are also invited to take part in either freshwater or saltwater ﬁshing tournaments being held on October 24th sponsored by Chinese companies. And on October 21st buyers and exhibitors are invited to a pre-show welcome banquet hosted by the Weihai Municipal Government in the Haiyue Jianguo Hotel.
“We decided on a four-day fair consisting of two respective parts, one for international buyers and one for domestic buyers.”– Li Jiang
The Haiyue Jianguo hotel and, below, the venue for the ﬁshing tournament.
THE EUROPEAN VIEW Manfred Behr, Behr Fishing
“I was at this show last year and found it very interesting, with many small companies showing their products. As we do not deal with rods and reels, it was even more useful because of the many companies showing terminal tackle. Most exhibitors do not speak English but my Chinese staff are able to sort out everything I need to know in their language. “Many of these local manufacturers cannot afford to go to the Beijing show because it is too expensive to have a booth there. Weihai is not so far for them and I believe the exhibition costs in Weihai are much less compared to Beijing. “The earlier date is okay for me. I always travel in China at this time of the year, visiting my main suppliers and placing orders for the coming year. So with the new show in Weihai I can now combine my usual trip with a visit to this event. Also, on the way home I can stop over in Hong Kong to attend the Canton Fair which is just a week after the Weihai show. “We were among the ﬁrst 30 visitors to register for the CGC this year so were lucky enough to win one of the free air fares.”
Janet Doyle, General Manager, EFTTA
“Being held in Weihai, the heart of the industry in China, CGC gives participants the opportunity to visit the factories where the goods are actually produced. Many smaller manufacturers exhibit there along with larger, more well-known Chinese companies. “I spoke to a number of visitors from the West last year who said the show had been great for them and they had done good business. Last year’s show was EFTTA’s ﬁrst time exhibiting in China and it proved a considerable success. That is why we are going back to exhibit again this year.”
October 2009 Angling International
CGC EXPO ’09
Hangzhou Fujie to showcase new boots
pecialists in footwear and hunting garments, Hangzhou Fujie Outdoor Products will be showcasing one of its new camo boots at the CCG Expo in October. The Hunting Boot is made from 5mm laminated neoprene with a rubber upper and presented in the company’s own camo pattern design. The 18-inch high boot incorporates a back gusset that makes it easy to put on and take off. A lightweight, soft EVA sports midsole provides extra comfort while, on the bank, the heavy duty deep moulded sole, which features a new design, ensures superior traction. Hangzhou Fujie, whose main products are
Left: the boots feature waders, rubber boots, neoprene boots and the company’s own ﬁshing and hunting garments, was estabcamo design. lished in 2007 and its reputation was quickly enhanced when its camo wader won a best product award at China Fish 2007. Now it is hoping that its debut at the CGC Expo will accelerate growth through partnerships with big ﬁshing and hunting distributors. The CGC Expo takes place in the Weihai International Exhibition Centre from October 22nd to 25th. The show has doubled its ﬂoor space over last year and Hangzhou Fujie hopes to beneﬁt from a likely increase in visitor numbers. See the company at booth C472.
Contact Tel: +86 571 816 35196 or +86 138 571 19677 Fax: +86 571 877 18232 Email: email@example.com Website: www.hangzhou-outdoor.com
Angling International October 2009
IT’S HERE AT LAST! A STELLA FOR SEA ANGLERS Three years in the planning, the Stella SW arrives bristling with features and ready to take on the world.
mind throughout the development process, our essential targets were to achieve maximum strength and durability. “This we achieved ﬁrstly on the outside through a special ceramic body coating – also on the spool to protect against electrical corrosion. “The spools are special too. They are titanium-lipped AR-C spools, with our unique v-shaped design which allows line to peel off in smaller loops. Combined with a diamond-like coating on the line roller, plus a special heavy duty one-piece bail, the net result is better casting accuracy, smoothness and distance. “There is so much more to mention. Internally, the perfect combination of exclusive Shimano features such as HD Gear, Super Stopper ll, 14 shielded AR-B bearings plus roller bearing and Floating Shaft ll all add up to a performance beyond anything you’ve previously experienced. “In particular, the micro click waterproof multi-disc front drag is the best bar none for strength, durability and responsiveness,” concludes Piters. “This is already well known from Shimano and it’s no fairytale despite what many rivals claim.”
Left: The SW’s titaniumlipped spools combine with a special one-piece bail to give better casting accuracy and distance.
THE STELLA SW RANGE
Shimano has covered the entire spectrum of saltwater ﬁxed spool reel tasks with its six-strong Stella SW family.
5000SW STL5000SW STL8000SW STL8000SWPG (Power Gear) STL10000SW 18000SW STL18000SW STL20000SW
400g 620g 620g 630g 825g 835g
6.2:1 5.8:1 4.9:1 5.8:1 5.7:1 4.4:1
175 yards, 12lb 325 yards, 12lb 325 yards, 12lb 220 yards, 20lb 415 yards, 20lb 380 yards, 25lb
0.30mm, 230m 0.35mm, 290m 0.35mm, 290m 0.35mm, 355m 0.45mm, 355m 0.45mm, 430m
Max drag performance
29lbs 55lbs 55lbs 51lbs 55lbs 55lbs
/ 13kg / 25kg / 25kg / 23kg / 25kg / 25kg
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WINNER IN N IN G R E
ith a huge percentage of the planet’s surface covered by seas, the Stella SW (Salt Water) reel was a logical next step for Shimano in 2009. In recent years, the Japan-based giant’s Stella reels had become the ultimate global benchmark for excellence in the freshwater angling arena. Surely serious saltwater anglers deserved something of equal stature? Shimano realised this as far back as 2006. The six-strong Stella SW range is the result of patient application of their expertise in research, development, modern materials and exclusive features. Unveiled at Europe’s leading trade show, EFTTEX 2009, the Shimano Stella SW earned the accolade of Best New Spinning Reel from the panel of judges. André Piters, Shimano Europe’s vastly experienced Senior Product Manager for the duration of the reel’s development, outlined the key assets which have established the Stella SW as the ultimate ﬁxed spool reel for saltwater anglers. “A premium reel like the Stella SW needs to look amazing to start with. Shimano made sure of this with a compact, ergonomic design plus stunning silver and gold cosmetics. After that, the ﬁrst thing experienced anglers notice when they pick one up is the extremely low weight for a reel of this category,” said Piters, citing just 400g for the 5000 size model through to 835g for the ‘daddy’ of the range, the 20000. “With the destructive corrosive effects of salt in
Retail beneﬁts spell extra sales
Like all top-end products, the Stella SW is a niche product which many retailers may consider a luxury item beyond their customers’ ﬁnancial reach. However, evidence from recent sales patterns of elite Shimano reels – including their limited edition Fireblood – suggests the presence of a high-cost product on display within a secure glass case, to be admired and coveted by customers of all categories – boosts knock-on sales of other Shimano products. Whatever the economic climate, the customer’s aspirational dreams and desires are something no retailer should ever underestimate. And when backed up by a super-efﬁcient support network as provided by Shimano in all their territories, the Stella SW adds up to a winning stock option. Nigel Bracey, Shimano UK Sea and Game Brand Manager, says: “By stocking the Shimano Stella SW, the retailer is offering a prime product that will give years of service and satisfaction to any angler. “They will have conﬁdence in knowing the customer will never come back except to make another Shimano purchase. Our back-up and delivery is second to none, and if the reel needs a service this will get the customer back ﬁshing again in a very short time.”
Contact Tel: +81 722 233467 (Japan), +31 341 272233 (Europe), +1 949 951 5003 (America) Website: www.shimano.com October 2009 Angling International
Angling’s biggest company is setting its sights on deeper market penetration after a sensational performance at EFTTEX 2009.
1. Penn O-Tech rod
The Penn O-Tech Surfcasting range was born out of a single belief, ﬁrmly held at Pure Fishing: while the saltwater market may be growing, there have been no major innovations – just cosmetic tinkering – for rods in this sector for decades. Given an initial design brief of creating a truly innovative and highly recognisable rod with all the characteristics required by surfcasting anglers, yet retaining an attractive price/quality relationship, Penn began by looking outside of the angling industry. Their search led them to O-Tech O3, a technology developed and patented by New Jersey-based sporting equipment giants Prince. Previously used in tennis racquets, ice hockey sticks and golf club shafts under several global brands including Reebok,
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Innovative: the Penn O-tech uses technology developed for tennis and ice hockey.
a subsequent partnership with Prince has resulted in O-Tech gracing a ﬁshing rod for the ﬁrst time. Essentially, O-Tech involves the precise placement of a series of holes known as ‘ports’ at critical points along the shaft of an item of sporting equipment. Ports, through their orientation, shape, size and positioning, alter the torsional characteristics to the user’s beneﬁt. In terms of Penn’s O-Tech surfcasters, the traditional rod building method of a single carbon wrap around a metal mandrel has been revolutionised through a double tube construction which forms an internal reinforcing wall to boost compression strength. Factor in those strategically-sited ports and the upshot is a magniﬁcent rod with the following beneﬁts: Increased strength due to internal wall. Tailored stiffness through port orientation. Weight reduction.
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N O LI N
“Winning four awards at EFTTEX in key product categories is reward for our people as well as our products. Our passion for ﬁshing will never stop. ”– Pascal Grillot 22
or global giant Pure Fishing, four awards at EFTTEX 2009 is the ideal springboard for maintaining and growing its multi-brand portfolio. The recognition fell upon products from three different brands within Pure Fishing’s stable – including two globally famous names which have yet to maximise their full potential within the European market. Penn and Berkley have long been household names in the USA, from whence the brands originate. Mass appreciation across all of Europe has not yet been forthcoming, so Penn’s O-Tech achievement in winning the Best New Rod Award represents a huge boost. So too does Berkley’s double triumph in Best New Monoﬁlament and Best New Soft Bait categories with, respectively, Trilene Transoptic line and Gulp! Alive! Paddle Tail Shad lures. Backed by the Best New Multiplier Reel award for a Pure Fishing brand which has long enjoyed European acceptance – Abu Garcia – it all adds up to a ringing endorsement for the company’s product research and development teams. Now it’s the turn of marketing, sales and support staff to raise awareness and explain to retailers and consumers the beneﬁts of stocking these winning products, plus other newcomers from Pure Fishing’s vast range.
Pure Fishing signals its intent with multi-award winners
Angling International October 2009
Increased sensitivity/vibration transmission via
integration of reel seat to carbon structure.
Better aerodynamics – ports act as wind tunnels. Outstanding aesthetics. Instant product recognition.
Tests have shown O-Tech O3 ports can reduce aerodymanic drag by up to 20 per cent, which translates to those longer casts so often vital for beach anglers. Field tests were conducted by top anglers in nations including Spain, UK, Germany and France. A truly revolutionary new rod demands high level ﬁxtures and ﬁttings. Accordingly, the Penn O-Tech surfcaster’s 24T carbon blank carries Fuji Low Rider alconite guides plus patented O-Tech reel seats and butt grips tailored for optimum comfort by Pure Fishing rod engineers. Additionally, every rod is supplied with two different strength 30T carbon tips – rated 100-160g and 160-250g – plus a special transportation case.
2. Berkley Trilene Transoptic line
The end result of four painstaking years of research and development, Berkley Trilene Transoptic is the answer to the prayers of anglers who understand the value of watching their line to gain the ultimate early detection of bites. When seeking big, wise, shybiting old ﬁsh of pretty much any species, the ability to react to the subtlest of movements in line tension can make all the difference between a blank and a triumphant trophy specimen.
B AIT L U
Irresistible: the Paddle Tail Shad is yet another proven ﬁsh catcher in the Gulp! Alive! range.
4. Berkley Gulp! Alive! Paddle Tail Shad lure
Giving a range of artiﬁcial baits the striking name of Gulp! Alive! is an invitation for anglers the world over to sit up and take notice. And over recent years that’s exactly what has happened with Berkley’s extensive and expanding range, which already incorporates everything from tiny insect larvae imitations through to dayglo multi-coloured pastes and larger preyﬁsh imitations. Supplied in tubs containing its patented Gulp! Attractant which dispenses potent scent and ﬂavour into the water around the bait, Berkley has enjoyed Hi-tech: the Abu Garcia Morrum adds cuttingedge features to a proven design.
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steady sales growth and looks set to continue that trend following an EFTTEX Best New Product Award for this latest addition. The Gulp! Alive! Paddle Tail Shad – voted Best New Soft Bait Lure at this year’s European trade showcase – ﬁlls an important gap in the range for anglers seeking pike, zander and sea bass. But what sets the Berkley version apart from other shad designs? Firstly, the ultra-absorbant yet highly damage-resistant body material which can accommodate without fear of damage a stinger treble hook, thanks to a special thickened section at the tail wrist. Furthermore, a perfectly-sized paddle tail, designed to optimise vortex trail yet avoid saturation at high speed, combines with an oblique cut which provides dual tone attraction – low frequency at the head, high frequency at the tail. During ﬁeld tests, a French record pike measuring 137cm from nose to tail provided impressive proof of the Gulp! Alive! Paddle Tail Shad’s effectiveness. Saltwater ﬁeld testers also returned with glowing reports, so to predict anything other than strong product sales in any territory where pike, zander and sea bass are targeted seems skewed logic! Indeed!
A traditional round proﬁle sets the award-winning Abu Garcia Morrum apart from a host of recent launches into the multiplier reel market which have favoured the low proﬁle ‘baitcaster’ look instead. Sadly, few such reels have been little more than a case of ‘style over substance’. But anglers with an appreciation and understanding of tackle history know that such a statement could never be levelled at a reel bearing Abu’s famous Ambassadeur tag. Functionality, durability and, perhaps most of all, longevity are the buzzwords here instead! In awarding the Morrum the Best New Multiplier Award at EFTTEX 2009, judges stated quite simply that it ‘‘looks good and feels good”. Behind such straightforward praise sits ample evidence that the Abu Garcia Morrum is a reel which delivers all the promise of its predecessors, but with a host of cutting-edge modern features designed to enable ultimate casting control even with the lightest of lures. Available in two sizes, each in right or left-hand wind versions, the Morrum’s features include: Capacity ZX3600: 390m/0.20mm, 268yds/8lb Capacity ZX1600: 164m/0.20mm, 111yds/8lb Line retrieve per turn: 70cm/28ins 10 ball bearings plus 1 IAR Gear ratio 6:3.1 4 brake block Matrix drag washer V-shaped spool Click-in brake EVA handles Built to perform time and time again, the Morrum is yet another ‘reel for a lifetime’ from the Abu Garcia factory. Can you afford not to stock it?
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3. Abu Garcia Morrum reel
Trilene Transoptic is the ﬁrst monoﬁlament line that captures UV rays to physically change the line’s colour, making it a hi-vis gold above the water yet transparent below the surface where the UV is ﬁltered out. So anglers see the line… but ﬁsh don’t. “This is for those anglers tired of squinting to see their line,” says Berkley Senior Product Manager Clay Norris. “TransOptic is the ‘line watcher’s line’ for both freshwater and saltwater presentations where line watching is critical. “Anglers can see the line twitch and set the hook before the ﬁsh spits the bait, without worrying about the ﬁsh seeing their line.” With superior knot strength, tough abrasion resistance and extra shock resistance, TransOptic is perfect for any application that calls for a hard hook set. Being a monoﬁlament, it is easily managed for a wide variety of baits and techniques. TransOptic is available in tests ranging from 2.5kg to 16.8kg, on 200m and 2700m spools.
P LI E R R
Pascal Grillot: ‘We have bigger plans’
Pascal Grillot, ARC Marketing Director for Pure Fishing Europe, was delighted with the company’s recognition of achievement at EFTTEX. In praising the company’s staff in all divisions worldwide, Grillot also promised future excellence across Pure Fishing’s brands. “This success reﬂects the process of product innovation and technical development that we have in place,” said Grillot. “We have high quality people and a great team all around the world. Winning four awards in key product categories is reward for our people as well as our products. Our passion for ﬁshing will never stop. This is hard work but fun and we will continue to produce new products with the same passion every season. We have big projects in the pipeline for the future,” he added.
Contact Tel: +33 450 967 700 (Europe) Email: firstname.lastname@example.orgﬁshing.com Website: www.eu.pureﬁshing.com October 2009 Angling International
Russians eye global predator market with vibrating spinners E
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For more information contact Gleb Gorsky at: Company “RB”, 4, Aptekarskiy per., 105005, Moscow, Russia.
Innovation backed by precision engineering has put Real Bait’s Devon spinners on the verge of greatness.
Above: Real Bait has perfected its design to create a complete range of metal lures. Left: Founder Gleb Gorsky: “When anglers see a Devon they want to own it.”
leb Gorsky, Managing Director and founder of the Real Bait Company, is showing that Russian ingenuity and a modern rethinking of a traditional lure, combined with space age components and craftsmanship, can produce a winning sales formula. The success of the Real Bait Devon spinner – including the accolade of best new metal lure in the 2009 EFTTEX Best New Product Awards – has shown how far Russian manufacturers have progressed. That country’s market is demanding quality products that are functional and aesthetic, a recipe that is producing positive sales results everywhere else too. Whereas the success of some companies lies in their product diversity, other companies like Real Bait rely on a truly well developed range of a speciﬁc product, in this case the Real Bait Devon spinners. The Devon minnow was a famous British salmon lure whose popularity peeked in the late 19th and early 20th centuries. However, Real Bait’s Devons are very much 21st century, and have developed a huge reputation with Russian anglers ﬁshing for pike, perch, chub and other predatory species. The body doesn’t spin, but rather one or a series of rotors are strategically placed to take advantage of water movement and rate of retrieve to create an
action that puts a lot of ﬁsh-attracting vibration and light into the water. The rotors that provide all the ﬂash and commotion are mounted on micro bearings of exceedingly high quality, so that the rate of rotation is both amazingly fast and incredibly smooth. The result is that these baits are really creating a buzz with ﬁsh, anglers and retailers alike. Anglers love the obvious quality of build and retailers the turnover. Gleb Gorsky says these lures are a thing of beauty and as such they have their price. But price is only one aspect. “When an angler looks at one of my lures they want to own it and when they realise the ﬁshcatching potential they want to own more. That’s the secret of our success and that’s why you’ll ﬁnd our lures in just about every well-stocked ﬁshing tackle store in Russia.” These durable Devons are made of resilient copper and brass or in some cases lighter alloys, all of which are electro-plated to exceedingly high standards. Some models are actually plated with silver or gold for an outstanding long-lasting reﬂective ﬁnish. There is a lot of emphasis on design, sound engineering and quality control throughout the production process, but customer service is an equally big part of the equation. The Real Bait Company has large stocks of all their
What sets Devon spinners apart? Traditional well-known and trusted lure. Range of lures for different depths. Long casting, tangle-free; can ﬁsh shallow or deep depending on model. Best quality corrosion-proof micro ball-bearings. Top of the range ﬁne wire Owner® hooks offering extreme penetration and sure hook-set. High-quality packaging with clear instructions.
Choice of designs, colours, weights and ﬁnishes. Angler can choose different lures with different directions of rotation. Dual rotor lures available with two rotors going clockwise and anti-clockwise simultaneously. Made of non-corrosive non-ferrous alloys. Die-cast and electroplated in copper, silver, nickel and even gold as well as different combinations.
Contact Tel: +7 495 730 17 09 Fax: +7 495 632 27 95 Email: email@example.com Website: www.rb-bait.ru 24
Angling International October 2009
Above: Gleb Gorsky with colleague Svetlana Fedosova celebrate their win at the EFTTEX gala dinner in Budapest.
products in Moscow and orders are generally sent out on the same day. Recognition in Budapest is the ﬁrst time a Russian company has won a product award at EFTTEX and the company is justly proud. Adds Gleb: “The EFTTEX Best New Metal Lure Award makes us hope that our Devons will take the place they deserve among worldwide tackle brands.”
ROD SHOWCASE Vega targets predator anglers with high value range In a sport with many different types and styles of ﬁshing, spinning is widely recognised as one of the fastest growth areas, a fact which Portuguese company Vega has not been slow to recognise. The company has high growth expectations for 2010 and will focus on the spinning sector as well as creating new rods for the jigging and carp ﬁshing markets. It has already attracted considerable attention with its Contender and Akada models. The Contender is a fast-action, sensitive 3m rod with a casting weight of 20-50g. It is ideal for long, accurate casting, but with enough power to handle big, strong predators.
The Akada is extra fast and slim with a very powerful butt section available in 2.7m and 3m, both with a casting weight of 20-50g. In the Akada, Vega has used reinforced radial carbon C5 kevlar, while the Contender is constructed in hi-modulus C5 radial carbon. Head of Exports and Product Development, Paulo Soares, emphasised his company’s focus on easy handling in the manufacturing process. “Both these rods have been carefully designed to provide perfect balance and comfort of use. The weights have been kept very low by the use of C5 radial carbon ﬁbre.
“They can be used over long periods without the tiredness associated with other products,” he explained. “And despite the high quality, all three rods will be available for under 80 euros. “Our future expectations for the ﬁshing rod market are very high. We are already preparing next season’s range and we will see signiﬁcant growth. Our biggest efforts will be in those disciplines which are still growing, such as spinning, carp ﬁshing and jigging.” Vega will be targeting all countries where predator ﬁshing is popular, with Hungary, Poland and Germany being particular priorities.
Please contact by tel +35 12 19 61 7455/6 or email firstname.lastname@example.org or visit www.vega.com.pt
Sportex still No.1 for hi-tech materials An obsession with developing new rod blank materials that started more than 60 years ago has taken German company Sportex to the forefront of the rod manufacturing market. “We have always put a great deal of emphasis on developing the actual ﬁbres that modern rod blanks are made from,” explains Jan Willenbruch. “Research and development into blank materials that will give ﬁshermen the competitive edge in every situation has remained our number one priority.” After gaining experience with glass ﬁbre in the 1950s and 1960s, Sportex was one of the very ﬁrst companies to utilise carbon ﬁbre in modern blank construction, a material that was to become irreplaceable for decades. From there, Sportex pioneered the use of alternative ﬁbres in the manufacture of rod blanks, with the proviso
that these bring tangible advantages for the angler. Used always in combination with carbon ﬁbre, materials including kevlar® (for about 20 years) boron-ﬁbres (since 2006) and zylon, the company’s latest step forward in blank construction, have brought speciﬁc characteristics essential for the individual, high performance products demanded by Sportex. Sportex’s own HT Cross Winding Technology, using high modulus carbon yarn as an additional step in the process, guarantees the extra durability and strength sought by ﬁshermen, but without losing sensitivity. Unsurprisingly, Sportex is conﬁdent in granting a full ten-year warranty on all its blanks. Its rods are made to last and innovative use of materials to provide advantages for its customers remains a key
factor as the company prepares to present a compact, high-class rod programme for specialists in 2010. Brand new catalogues will be available from October 2009.
Please contact by tel +49 89 894083-0 or email email@example.com or visit www.sportex.de
Zpey sees global sales rise after sensational debut There are few genuine sensations in a mature market like angling. However, Norwegian company Zpey can rightfully claim to have caused one when it launched its strikingly different Zpey System ﬂy ﬁshing rods over a year ago. Zpey’s curved handle – as distinctive as it was unconventional – caused an almost audible gasp from the purists when it emerged from two years in the planning process. Flying in the face of tradition, the rod was certain to have its detractors, but it made the best possible start by becoming the ﬁrst ﬂy rod to win the prestigious Best New Rod category at EFTTEX in 26
Prague. And the subsequent positive sales curve strongly suggests that the rod’s designers were more visionary than vacuous. The Zpey Switch, as that ﬁrst series was called, is now available throughout the world, with new distribution partnerships, like the recent ones in Russia, UK and Ireland, continually being developed. The original launch comprised three series and a total of 22 single-handed rods. This was followed by the 11-strong, slightly faster Z1 range, and earlier this year a ‘revolutionary’ series of double-handed ﬂy rods developed by Henrik Mortensen, as Zpey broadened its product range.
Angling International October 2009
The Switch concept places the lower hand further forward than with a conventional rod, creating more power and distance in the cast. It also allows the possibility to change between single and double-hand casting, both spey and overhead, while using the same rod. In addition, the casting action minimises stress on back, shoulders and arms. It really is a casting revolution. “The unique handle design and the simplicity and efﬁciency of the casting technique make these the perfect ﬁshing rods for all types of ﬂy angler,” said Mortensen. “There is minimum of effort and greater control yet more power. Beginners grasp
Shimano innovates to reap rewards in the poles sector The high cost of poles relative to other products, a burgeoning second hand market and a severe squeeze on consumer spending have combined to present a formidable challenge to pole manufacturers worldwide. However, this tough environChris de Haan: “We have attractive packs.” ment has not deterred Shimano from developing and marketing new poles. Indeed the globally-admired brand is about to launch an exciting new range, though it concedes it has adjusted its strategy slightly. “The pole market is probably the hardest of all at the moment due to its high cost. But this hasn’t stopped Shimano from introducing new poles,” said Product Manager Chris de Haan. “In fact we have
made higher quality poles for the same price. And the prices of the kits are down, making it possible to have very attractive pole packs.” Shimano is clearly proud of a range of poles with the new Gen X proﬁle. Aspire Ultra, Fireblood, Super Ultegra and Beastmaster Commercial will have the same proﬁle. The top 5 will be interchangeable, which makes it possible to have cheaper kits with a high-end pole. The Gen X kits will be available individually as well as being included in the pole packs. For example, the ﬂagship Aspire Ultra 16m pack will have eight times kit 3, two times section 4 (EV version) and a cupping kit. All the poles have stunning cosmetics. Added de Haan: “The pole is the most difﬁcult rod to design. It looks easy because it is just a blank with no components. But due to its length it is heavily
affected by gravity. The weight in hand is completely different from the weight in closed length. “When developing a new pole you have to consider many factors which inﬂuence performance. Getting the right mix of weight, balance, stiffness, strength, proﬁle and cost is crucial. Unfortunately all these factors are also playing against each other.” Shimano takes a discerning approach to geographical preferences across Europe. UK anglers prefer to ﬁsh with 16m and on the mainland it’s up to 13m, and this is reﬂected in Shimano’s newest designs being introduced right now. These are complemented by its main set-up, which consists of all-round poles and power poles. Please contact by tel +31 341 272216 or email firstname.lastname@example.org or visit www.shimano.com
Proﬁle unveils its ‘ultimate saltwater rods’ Providing the end user with high-end products that are not too expensive is the philosophy behind the rapid emergence of Proﬁle Fishing Tackle. The Miami, Florida business has built a formidable reputation for its saltwater rods and hardware since it was founded by President Ed Hochreiter six years ago. Hochreiter and Vice President Stuart Collins have enjoyed long and successful careers in the tackle industry and are bringing all their knowledge and experience to bear on putting affordable products into the hands of anglers without compromising on quality. The company’s focus is very much on big game ﬁshing, producing rods to handle those ‘trophy ﬁsh’ that all anglers dream about. And rods in the Proﬁle’s
Tuna Stopper SUST series are designed to do just that. The brains behind these rods have more than 30 years’ experience in the design and building of leading-edge products. “SUST combines perfect action with the ﬁnest in quality components,” says Hochreiter. “They are the ultimate saltwater rods.” The SUST series features ﬁbreglass tubular blanks with solid tips developed exclusively by Proﬁle. The series comprises six models in two lengths – ﬁve foot six inches and six foot – providing different actions, performance and ‘pulling power’. All rods incorporate high-quality Stuart USA-made black roller guides and roller tips, plus Stuart aluminium reel seats. They
the concept very quickly and even young children are soon casting proﬁciently after only a few minutes. “The ﬂy rod has been straight for too many years. The whole approach was wrong. Now even experienced anglers are seeing the beneﬁt of the Zpey System. Once they experience the unique beneﬁts they want to use it all the time. Casting becomes so much easier.” Mortensen spends 290 days a year travelling, cramming in more than 150 seminars as he spreads the gospel according to Zpey. Meanwhile, he reports that the brand is achieving “tremendous sales growth.”
“This year many shops are placing their ﬁrst orders with us instead of with other manufacturers,” he explained. “In Norway our orders have already trebled among the ﬁrst shops we have approached.”
have extra length foregrips made from Nitryl, a material that Proﬁle has found performs better and lasts longer than standard EVA. Despite the rods’ many features, Proﬁle has avoided over-pricing the SUST range, giving dealers a good margin and anglers an excellent product. “Proﬁle is building some of the ﬁnest production rods in the world but we want everyone to be able to use them,” adds Stuart Collins. “The value people are getting for their dollar with SUST is phenomenal.” Please contact by tel +1 305 770 1988 or email info@proﬁleﬁshingtackle.com or visit www.proﬁleﬁshingtackle.com
Contact +47 63 00 00 00 or email@example.com or visit www.zpey.no
October 2009 Angling International
Magic Swimmer Soft
C ON N E C T ING W OR L D W IDE B U S IN E S S E S • OCTOBER 20 09
Lures feature heavily in this month’s New Products section, including two recent award winners, one from ICAST, the other from Australia’s major trade show. As a relatively ‘new product’ itself, Angling International has a special connection with the manufacturers worldwide that are constantly bringing new tackle onto the market. As the sponsor of the EFTTEX New Product Awards, Angling International is committed to
supporting new launches in Europe, but we also want to play our part in supporting innovation in all parts of the world, which is why this month’s section has such a strong international ﬂavour. Over the next four pages we will be celebrating the sheer breadth of new products currently hitting the markets around the world, from Japan to Germany, including the sales pitches from the innovators behind their development.
HOW THIS NEW PRODUCTS SECTION WORKS Retailers, Wholesalers and Distributors: Each month this section will feature in-depth coverage of the new products you need to know about. To help you decide on their appeal to your customers, the coverage will include product detailsandtheoccasionalinsightfromthemanufacturers.Whereappropriate,wewillincludethebusinessandmarketing plans behind the product. And there will always be full contact details so you can start doing business immediately.
Matagi reel seats Reel seats now available from Matagi Fishing Workshop are proving very popular due to the broad range of colours and the durability of the ﬁnish. The Japanese manufacturer of ﬁshing rod components now has 29 differently coloured seats available, including cracked paint, with all paints being applied at its factory in Osaka. What the makers say: “Our reel seats are made by Fuji and it is not easy to paint them durably. However, after many trials with foundations and ﬁrst and second coatings, we have arrived at a very durable solution. We are also using this process on our blanks and carbon tubes, which are also proving very popular among rod builders.”
29 Matagi reel seats Fuji-made reel seats now available in 29 different colours. 29 Carson Jaguar reel Value-for-money reels available in six sizes. 30 Agat Mr Boss jerk baits Hand-made lures with corrosion-resistant hooks suitable for both fresh and saltwater. 30 Rio Cranky crank handle Clever device that turns an empty spool into a line winder system. 31 Climax Trophy Catﬁsh Flash braid This new ﬂuorescent braid is the latest addition to the Climax Trophy Catﬁsh programme. 31 Petzl Tikka 2 and Zipka head torches Petzl’s new generation of compact head torches comes in two ranges: The Tikka which is attached by a headband and the Zipka which uses a retractable cord. 31 Savage Gear Cutbait Herring soft lures Giant soft lures designed primarily for big saltwater ﬁsh like halibut and cod. 31 Zpey Image reels “The Image is imaginative, stylish and futuristic,” say its makers. “The brake system is smooth, powerful and utterly dependable.” 32 Sébile Spin Shad lure Winner of the hard lure category at ICAST 2009. 32 Halco Twisty Jigging range Another winning lure, this time from the Australian Fishing and Tackle Association show. 32 Vosseler Xpert Tool ‘3 in 1’ Combines a needle, dubbing brush and half hitcher.
LAUNCH YOUR NEW PRODUCTS IN STYLE
Ask about the Angling International advertorial design service and sell your products to the world. firstname.lastname@example.org
Business Contacts Tel: +81 6 6790 8989 Email: email@example.com Website: www.matagi.co.jp
Carson Jaguar reel Carson’s value-for-money Jaguar series is available in a choice of sizes: 200, 250, 300, 400, 500 and 600. What the makers say: “Reels in the Jaguar series are equipped with four top quality ball-bearings, multi-point anti-reverse system and micrometric, progressive rear drag. The ultra-light, long-cast aluminium spool incorporates holes to reduce weight and there is an extra graphite spool supplied. The design of the bale arm ensures smooth line lay on the roller and totally eliminates line twist on the retrieve.” Business Contacts Tel: +39 011 4501 668 Email: firstname.lastname@example.org Website: www.carson.it
October 2009 Angling International
NEW PRODUCTS CONNECTING WORLDWIDE BUSINESSES
Agat Mr Boss jerk baits Like the other hand-made lures in the Agat jerk bait range, the Mr Boss models are armed with light but corrosion-resistant VMC Ti hooks suitable for both fresh and saltwater. This 70g, slow-sinking jerk bait is 120mm long and available in a wide range of colours. What the makers say: “Mr Boss has a great side-to-side action with a belly ﬂash that triggers aggressive strikes. With a depth range of three to seven feet, it can be twitched or jerked to induce an incredibly realistic darting action. Big pike just tear into these baits, which will catch ﬁsh right throughout the season.” Business Contacts Tel: +37 126 809 663 Email: email@example.com Website: www.agatlures.com
Rio Cranky crank handle
The Cranky is a specially designed handle that ﬁts into the hole on a ﬂy line spool and turns an empty spool into a line winder system. Available at all authorised Rio dealers, it has a manufacturer’s suggested retail price of $9.95. What the makers say: “This is the ideal tool to help anglers store shooting heads and ﬂy lines. A square shaft locks on to the square hole in Rio ﬂy line spools, allowing the spool to turn easily. A free spinning collar locks on to the end of the Cranky, giving the angler something to hold. The Cranky is a great way to re-use old ﬂy line spools and a cost-saving device for storing spare ﬂy lines and shooting heads.” Business Contacts Tel: +1 208 524 7760 Email: firstname.lastname@example.org Website: www.rioproducts.com
Angling International October 2009
Climax Trophy Catﬁsh Flash braid This newly developed ﬂuorescent braid is the latest addition to the Climax Trophy Catﬁsh programme. The line is available in diameters of 0.60mm and 0.90mm, at 60g and 80g respectively. What the makers say: “Highly specialised ﬂuorescent ﬁbres have been used in the weave of this Dyneema ﬁbre braid. These ﬁbres store light, which can be provided by a torch or other light source, so that the line is highly visible for about 15 minutes. Break-offs or other accidents in the dark are a thing of the past.” Business Contacts Tel: +49 898 940 8312 Email: email@example.com Website: www.climax-ﬁshingline.de
Petzl Tikka 2 and Zipka head torches Hands-free lighting specialist Petzl has introduced six new models to its new generation of compact head torches. The Tikka and Zipka are distinguished from each other by their means of attachment – a headband on the Tikka and a retractable cord on the Zipka. The range includes the entry level Tikkina (SRP £20) with push button switch, two light settings and four colour choices; the Tikka (£32.50) with electronic switch, four LEDs and three light settings; the Zipka (£32.50), which has the same functions as the Tikka; the Tikka Plus (£37.50), which has a single white LED, additional red LED, battery discharge indicator and improved switch; Zipka Plus (£37.50), which has the same functions as the Tikka Plus; and the Tikka XP (£45.00), which has the same functions as the Tikka Plus with two colour choices. What the makers say: “Petzl is the deﬁning brand for hands-free lighting and the new family will enhance its position amongst professional and leisure users around the world. Lighting performance has evolved signiﬁcantly through research and development.” Business Contacts Tel: +44 17683 72473 Email: firstname.lastname@example.org Website: www.petzl.com
Savage Gear Cutbait Herring soft lures These giant soft lures are designed primarily for big saltwater ﬁsh like halibut and cod and will be in stock from January 2010. The lures incorporate customised Japanese forged carbon hooks, an ‘underskin’ painting technique and strong hand-poured soft bodies. The lures are available in the 20cm, 270g size or in the 25cm, 460g size. Both are available as Firetiger, Mackerel, Real Herring and Red Fish models. What the makers say: “These superior big ﬁsh lures are based on the Atlantic herring, the most important prey ﬁsh for that ocean’s saltwater predators. They have been designed in co-operation with some of Scandinavia’s most experienced saltwater big ﬁsh guides and we have worked hard to achieve a perfect swimming action. Our unique ‘under skin’ painting technique adds to the lifelike appearance of the lures. The choice of colours is based on the input of experts in the Nordic guiding business.” Business Contacts Tel: +45 46 191 913 Email: email@example.com Website: www.savage-gear.com
Zpey Image reels Norwegian company Zpey prides itself on doing things differently, and its Image reel – with the company’s name engraved right through the back wall of the reel – is a good example of its innovation. There are three reels in the range: the Image S-one, #7-9, 160m, 20lb; Image S-two, #8-10, 175m, 30lb; and Image S-three, #9-11, 200m, 30lb. The reel comes in two different colours, black and polished silver. What the makers say: “Feel that peculiar mix of adrenaline and conﬁdence with an Image reel on your rod. The Image is imaginative, stylish and futuristic. But while design is important, function is even more so. The brake system is smooth, powerful and utterly dependable. The reel can be changed from left to right-hand wind.” Business Contacts Tel: +47 63 00 00 00 Email: firstname.lastname@example.org Website: www.zpey.com
October 2009 Angling International
NEW PRODUCTS CONNECTING WORLDWIDE BUSINESSES
Sébile Spin Shad lure Sébile combines the best of two lures with its Spin Shad, winner of the hard lure category in this year’s ICAST New Product Showcase. It is available in 3/4-ounce and 1-1/4 ounce models in a variety of colours. The smaller bait retails at around $15 and the bigger bait $16. What the makers say: “This is the ultimate tail spinner, combining the best of crankbait form and detail with a weighted lure that ﬁshes fast and ﬂashy. Attached to the heavy alloy Bismuth body via an inline swivel is the unique Shad Blade, a lure in itself and designed to turn at any retrieve speed. The optional treble hook, which can be attached to the blade’s split ring, can increase hooking efﬁciency by 35%. This versatile fresh or saltwater lure can be used in a variety of different ways.” Business Contacts Tel: +1 325 437 8103 Email: email@example.com Website: www.sebile.com
Halco Twisty Jigging range
This new range from Australian lure specialist Halco won the best hard body lure category at the recent Australian Fishing and Tackle Association trade show on the Gold Coast. It is intended for anglers targeting the 30m to 80m depth band and comes in a variety of weights from 55g to 125g for use in stronger currents. What the makers say: “Deep water jigging can be hard work, so why not put some fun into it with this new range of jiggable Twistys. These easy-to-use jigs are fully assembled and ready to tie on for instant action. The high quality components include a Japanese rolling swivel and a chemically-sharpened Mustad hook tied on a Kevlar loop, assuring low snagging rates and maximum hooking.” Business Contacts Tel: +61 8 9430 5080 Email: firstname.lastname@example.org Website: www.halcotackle.com
Vosseler Xpert Tool ‘3 in 1’ Fly ﬁshing specialist Vosseler has combined a needle, dubbing brush and half hitcher in the latest addition to its expanding Xpert Tool series. What the makers say: “The needle and brush are concealed in this high-quality, functional ﬂy tying tool. This unique product has been developed, designed and manufactured in our own factory in Germany, where nothing is left to chance.” Business Contacts Tel: +49 74 64 97 8596 Email: email@example.com Website: www.pro-ﬂyﬁshing.com
Angling International October 2009
Business on the Web New sites, new services and web news
UK retailer unveils online TV advert
A top UK angling retailer has added online television advertising to its marketing campaign. Chapmans Angling has worked with online broadcaster OnlineFishing.tv to create the 30-second commercial, which will be shown before the channel’s ﬁshing shows. “We wanted to get the message across that Chapmans is a highly professional operation and felt the best way to show this was with moving pictures. At the price it added up for me,” said Chapmans General Manager Mark Wilkinson. “We are especially proud of our online operation. We have our own in-house web designer working full-time on the site, so customers can see in real time, updated every ﬁve minutes, whether a product is in stock. Customers can be sure that if they order the product, it’s in stock. In my mind that’s a massive advantage over any other angling retail sites I’ve come across. “The combination of the power of TV, the instant nature of the internet and the fact that the commercial has an embedded link back to out website made it very attractive. And once the commercial is signed off it’s made available for us to use in other media such as our own website.”
The commercial was ﬁlmed at Chapmans’ Hull and Scunthorpe stores and at the company’s ordering and dispatch operation. OnlineFishing.tv’s Head of Channel Gareth Purnell said that TV advertising has traditionally been too expensive and not well targeted enough for the angling market. “Having a channel with the facility to make commercials has moved the goalposts,” he added. “If the customer buys 20,000 plays, that’s exactly what he gets, guaranteed.”
Mosella reaches out
A new web-based UK tackle business is attracting interest from as far aﬁeld as Australia. Mosella, a ﬁshing tackle company best known for its match ﬁshing products, launched its new online shop to overcome availability problems. The man behind the idea, Dave Taylor, said: “It became obvious from the top match angling forums that anglers have had trouble getting hold of some of the Mosella range in the UK. This isn’t about making a proﬁt for me, it’s about providing a service. “The difference with MosellaShop.co.uk is that I’m stocking the whole range, regardless of demand. If you order before 10am in the week it will usually go out the same day.” “I’m getting interest from all over the world – France, Latvia, even Australia.”
Fish and Fly expands
Forging ahead: Fish and Fly MD Richard Hewitt.
Fish and Fly, the ﬁshing websites and communities business, has added www.salmonatlas.com to its portfolio. The website is aimed at salmon, steelhead and sea trout enthusiasts and shows the location of more than 1,300 rivers and lakes worldwide. “As our sites and communities have become increasingly international, we saw the need for a simple-to-use online guide to ﬁsheries and ﬁshing locations,” said Salmon Fishing Editor Dr Colin Bradshaw. The new site also aims to highlight the plight of salmon and sea-going trout in those countries where poor environmental management or over-exploitation has endangered the species and in some cases wiped them out. Fund raising will also be part of its remit. Salmon campaigner Orri Vigfusson of the NASF said: “This is a superb resource that will raise the awareness of salmon and their importance to so many communities.” Membership to The Salmon Atlas is free to Fish and Fly members everywhere.
Have you updated your site? Tell us at firstname.lastname@example.org
October 2009 Angling International
EFTTA TRADING WITH
The voice of the European Tackle Trade
“With new Chinese help, we are getting stronger against copyists”
JEAN-CLAUDE BEL EFTTA CEO
here is no doubt that infringements of intellectual property rights remain a major problem in our industry, particularly in this age of global trade. Only last month Angling International carried a report of a lawsuit by Dutch company DSM Dyneema to protect its rights against a subsidiary of a Chinese manufacturer and an Italian-based distributor. It is not DSM Dyneema’s ﬁrst such case, but a meeting I had in August suggests it might be one of their last. There is light at the end of the tunnel for companies ﬁghting international copyists. I visited Beijing and while there, I had a frank and open discussion with the organisers of China Fish. Of course, we have problems with counterfeiting in Europe, but we have to be honest and say that 95% of copycat products in our industry originate in Chinese factories – and most of them through customer requests. That is why my meeting was so signiﬁcant, and why I am so pleased to have secured renewed support in EFTTA’s ﬁght against IPR infringements. There’s no doubt that we have been helped by changes in the industry in China. Bigger Chinese factories have begun to develop their own branded products and register their own patents and have found they too have problems with counterfeiting. But the driving force behind the changes are the organisers of China Fish, and I am delighted by the initiatives they are now proposing. Firstly, China Fish has decided that in future only factories that have been in existence more
Above: The new agreement means that factories will need to have existed for more than three years before they can exhibit at China Fish. Companies that infringe intellectual property rights will be banned from any show organised by China Fish.
than three years can exhibit at the show. This is to tackle the problem of key personnel leaving established companies with technicians, models and technology and then selling identical products. In the future factories can exhibit only once they have proved a level of good practice over a longer period of time. This brings China Fish in line with the same rules that govern EFTTEX. I also warmly welcome the news that, with the support of the Government, China Fish will publish a ‘black list’ of those companies that do not show good practices in terms of IPR, copies of patents and counterfeit products. This list will be available to EFTTA members by a link on the China Fish website. Of course, all those companies will be banned from any trade show organised by EFTTA or China Fish, and I hope soon from every other trade show in the world.
“We have to be honest and say that 95% of copycat products originate in Chinese factories – and most of them through customer requests”
I have suggested that China Fish creates as much awareness as possible within the Chinese industry of the existence of this project. It’s the only way to promote the message, especially as there is government support. Once the ﬁrst list is published, we’ll see its beneﬁts, I am sure. This is all very encouraging, of course, but I can not stress enough that companies have to play their parts too. Only patents, trade marks and models ofﬁcially registered can be protected in this way. It is your choice not to give protection to your products but if you don’t, you are presenting an open door to the copyists. So play your part and take advantage of the big steps we are taking as show organisers and responsible associations. We have started taking real strides towards cleaning up our industry and, yes, the recession will clear away some smaller copyists but bad companies will continue to exist. It is our job to be vigilant against them.
October 2009 Angling International
EFTTA “VALENCIA WILL BE PERFECT FOR MIXING BUSINESS AND PLEASURE” TRADING WITH
THE VOICE OF THE EUROPE AN TACKLE TRADE
Plans are taking shape for EFTTEX 2010 and the show’s ﬁrst ever visit to Spain. Fresh from the team’s latest fact-ﬁnding mission, Exhibition Manager Neena Tailor explains why Valencia was such an excellent choice to stage Europe’s number one trade show.
You and the management team visited Valencia in September. What was the purpose of the visit? It’s important that we begin planning for EFTTEX 2010 as early as possible. We want to provide our exhibitors with all the information they need well in advance of the show. What makes EFTTEX special is the way it moves between different cities each year, but that means a new set of rules and regulations. It’s important we understand Spanish laws and make our exhibitors aware of what’s required of them. The promise to members for 2010 is of a modern exhibition hall with exceptional facilities. Did your visit to the Feria Valencia bear that out? Yes, deﬁnitely. The venue has a very modern feel to it. The EFTTEX halls are located on the third ﬂoor with escalators and lifts to take you there. The halls are equipped with modern facilities including airconditioning, wi-ﬁ and underground parking. Can any show venue ever be perfect or is it always a case of making the best compromise for members? No venue will ever be perfect, it’s true. There are just so many factors to take into account including costs, location, the facilities at the venue itself, the city’s infrastructure and the laws of the host country. However, we do our utmost to look over all these issues. Our aim is always the same: to provide the best possible setting for our members to do business. This is the ﬁrst EFTTEX in Spain. Will exhibitors be excited by what Valencia has to offer as a city? Yes. Valencia is an absolutely beautiful city with great sights, wonderful food and vibrant culture. I believe Valencia will be a popular EFTTEX destination where both business and pleasure can be mixed. 36
Angling International October 2009
SECURTETEX YOUR ESFPACE STAND AY! TOD 365 0405
208 Book at +44 Tailor@eftta.com na or email Nee re details on the o or for m e website show visit th .com www.eftta How are links between the venue and the centre of the city? Is it close? The location of the venue is very good. There are public transport links within ﬁve minutes’ walking distance for buses, trams and the metro. There is also a taxi rank just outside the venue. It takes no longer than 15 minutes to get into town by car. Valencia is a relatively small city so nowhere is too far. When will bookings open for EFTTEX 2010? We are very close to releasing the ﬂoorplan so we will be ready to take bookings from the beginning of October. Please keep an eye on our website in October or send us an email with your interest so we can send you all the EFTTEX 2010 information including prices.
THIS MONTH JINDAL INTERNATIONAL INDIA
Jindal International is a specialist producer of ﬂy tying tools and terminal tackle accessories based in Calcutta, India. After success ﬁnding business in Europe via its catalogue and website www.jindalinternationalindia.com, the company joined EFTTA ahead of EFTTEX in Budapest with a view to accelerating its international growth. Says Mayank Jindal (above): “We have a wide range of tackle covering saltwater, freshwater and night ﬁshing. Jindal International prides itself on delivery attractive products at competitive prices.” Products for 2010 All Jindal International’s ﬂy tying tools and accessories are produced to international standards, but for next year in particular the company has high expectations for its bite indicators, rod holders, head rests and carp accessories. Says Mayank Jindal: “Joining EFTTA this year has enabled us to further explore the international market.” Plans for international growth Mayank Jindal: “Thanks to our catalogue and website, we have already built up a network of contacts in the sportﬁshing industry around the world. We have a reputation for supplying attractive products at competitive prices. Our ambition now is to sell beyond the European Union.” How will EFTTA help Mayank Jindal: “We’re delighted to be able to share our news with the wider membership of EFTTA. Being an EFTTA member is the best way to make contact with businesses that have not yet found us online.” Contact details Tel: +91 33 2282 0507 or 0323 Fax: +91 33 2282 0508 or 1571 Email: email@example.com Web: www.jindalinternationalindia.com
PEOPLE On the move...
Mill joins Hardy in the USA
Andy Mill has been appointed by Hardy North America to spearhead the ﬂy ﬁshing company’s strategy to take a lead position in saltwater ﬁshing. Mill, a renowned tarpon tournament angler, becomes head of saltwater tackle product development and will manage pre-production design, ﬁeld testing and the launch of Hardy’s new saltwater rods and reels. “This is not a run-of-the-mill endorsement deal,” said Hardy North America President Jim Murphy. “Andy will manage this project as a full member of our team. He will work with Howard Croston, Hardy’s lead designer, to develop the next generation of saltwater tackle. We are committed to taking a lead position in saltwater and Andy is the guy to lead our efforts.” Mill’s ﬁrst appearance for Hardy was at the FFR Show in Denver in early September. A list of the 100 most powerful people in the British countryside, devised by UK magazine Country Life, features Mark Lloyd, Chief Executive of the troubled Angling Trust, at number 76. Angling’s new representative body in England and Wales, the Trust was launched in January this year but has already confessed to ﬁnancial problems. It recently made deep cuts to its central operations involving the loss of seven staff. Lloyd is described by Country Life as “the voice of angling”. The magazine says he is well regarded by other lobbyists but needs far greater support to make real headway. Number one on the top 100 list is The Queen, while bottom of the list is model-turned-horse rider, Katie Price (formerly known as Jordan), an ambassador for the 2012 Olympics. Angling journalist Richard Wilby has joined carp brand Nash Tackle as Media Manager. His ﬁrst task will be to project manage a “unique and innovative” marketing concept scheduled for launch in autumn this year. Wilby (pictured below) was formerly with Bauer Media, the UK’s leading publisher of angling
magazines and websites, where he was Deputy Editor for UK Carp magazine. “We are working on some exciting media projects that will beneﬁt carp anglers of all levels,” he said. Umpqua Feather Merchants, the manufacturer and distributor of ﬁshing ﬂies, has appointed Riley Cotter (left) as International Sales Manager. The appointment is the ﬁrst in a number of measures designed to enhance the Colorado company’s overseas sales and improve its international customer service. Cotter earned a journalism degree before spending nine years with Gore Creek Flyﬁsherman. He joined Umpqua in 2006 as Dealer Services Representative and has been a member of Fly Fishing Team USA for the past three years. “Riley combines a passion for angling with the leadership abilities we are looking for to grow our worldwide presence,” said Sales Manager and New Fly Development Manager Bruce Olsen. World Fishing Network, North America’s 24-hour ﬁshing lifestyle business, has appointed industry veteran Joe Higgins (left) as Director of Sales. Higgins has 30 years of advertising sales and publishing management experience and was previously founder and publisher of Florida Fishing Weekly, which ceased publication at the end of July. He began his career at Field and Stream magazine and later oversaw the rise of the Western Outdoor group into one of the nation’s leading regional publishing and event companies. WFN’s Vice President Sales and Business Development Bryan Press said: “Joe has been intimately involved in every aspect of both the media space and our sport and has a sterling reputation and strong base of contacts throughout the industry. We look forward to following his lead as we develop targeted and engaging TV and online opportunities through WFN, WFN HD and WFN.TV for our clients.” Frenzee, the pole tackle specialist, has appointed commercial ﬁshery expert Andy Neal (left) as consultant. The South Wales-based star will be involved with all new product design and future marketing plans. Frenzee’s co-owners Brian Bancroft and John Pryce said that Neal had already introduced some great product ideas and they were looking forward to developing more products for the market.
Both Stephen Marsh-Smith, Chairman of the Angling Trust and Fish Legal, and Stuart McPherson, a Trust Director, have resigned their positions. The Trust, the representative body for UK anglers, was recently forced to make stafﬁng cuts as a result of ﬁnancial difﬁculties less than eight months after its launch. The Trust’s new Chairman is Michael Heylin, a lifelong angler with a career in corporate and business management whose other positions include Secretary of the Fish Welfare Group. Roger Furniss has been elected as Chairman of Fish Legal. A graduate of the Fisheries Department at Liverpool University, Furniss had a long career with South West Water and his current roles include being Secretary of the South West Rivers Association.
Words of wisdom in this month’s issue... “The lesson is that if you believe you have a good idea don’t hesitate to check it out. Don’t be afraid to talk to people, be brave, get out there and see who the players are. It’s amazing what can happen.” Inventor Ben Hobbins reﬂects on the driving forces that led to his launch of the award-winning IronClads Soft Bait brand. p38 “Everybody will be able to come together and say our industry amounts to this number of dollars and this amount of jobs.” Australian Fishing and Tackle Association President Bruce Alvey highlights one of the beneﬁts of the proposed Fishing and Boating Alliance. p14 “I warmly welcome the news that, with the support of the Government, China Fish will publish a ‘black list’ of those companies that do not show good practices in terms of IPR, copies of patents and counterfeit products. This list will be available to EFTTA members.” EFTTA CEO Jean-Claude Bel announces a breakthrough in the global ﬁght against copyists following his meeting in Beijing. p35 “The ﬂy rod has been straight for too many years. The whole approach was wrong. Now even experienced anglers are seeing the beneﬁt of this new system.” Zpey’s Henrik Mortensen demonstrates that true innovation in the industry is not dead. p25 “Our passion for ﬁshing will never stop.” Pascal Grillot, ARC Marketing Director for Pure Fishing Europe, on the number one reason for the company’s continued excellence in product development. p23
October 2009 Angling International
PEOPLE WHAT I’VE T THIS MONTH: HOBBINS LEARN BEN CEO OF LAKE RESOURCES & INVENTOR GET IN AT THE DEEP END
At the time I wrote the patent for the Ironclads™ technology in 2006 I have to confess I knew very little about the sportﬁshing industry. But to be honest, it didn’t worry me. I sensed I was on to something that was transformational, so I joined the ASA Who? Ben Hobbins may have and booked a plane ticket begun a soft bait revolution and a hotel room and went to when he emerged from a biotech ICAST in Las Vegas. It was the background to invent IronClads™ best move I could have made. technology. The virtually indestructible plastic lures are I sat next to Scott Nelson designed not just to catch ﬁsh from ONO’s Trading Post at but also to protect the environthe ICAST Industry Breakfast ment and ﬁsheries from waste and developed a friendship pollution. The pioneering nature of the invention has been recogwith him that still endures nised by a coveted Popular today. Scott gave me some Science Top 10 Invention Award very astute advice about the and the Wisconsin-based conway the industry works, along servationist has an unwavering with some practical pointers belief that his products will establish a new industry standard. on how to get started. The lesson is that if you believe you have a good idea don’t hesitate to check it out. Don’t be afraid to talk to people, be brave, get out there and see who the players are. It’s amazing what can happen. That’s just what I did and the following year I was back at ICAST with my own booth! I had no product ready to sell but I took my ﬁrst prototypes and was inundated with enquiries from companies interested in what they recognised to be a truly revolutionary Manufacturer Lake Resources (Ironbreakthrough in the way soft lures are made.
Nelson in ’06 and Berkley Bedell in ’07, I couldn’t have had two better early mentors.
FOLLOW YOUR DREAM
The conservation element of the project didn’t occur to me in the very beginning. But as soon as I had produced the ﬁrst prototypes in my kitchen, I saw that these lures were never going to fall or tear off to pollute ﬁsheries or be ingested by ﬁsh – and the massive beneﬁts for the environment hit me right between the eyes. After all, the annual US soft lure waste is 12,500 tons. As an outdoorsman my whole life, I am involved in other conservation projects – including founding the Lake Delton Fisheries Restoration Project, dedicated to restoring an entire ﬁshery wiped out by a lake draining in June of 2008, and sitting on the ASA’s Fish America Foundation BOD. So it didn’t take long for the environmental beneﬁts of these lures to become a consuming passion. For me it means everything. Of course, I am in business to succeed but to have such a positive impact along life’s way is incredibly satisfying. I am just thrilled to have this opportunity to change the way anglers’ ﬁsh and help them play a part in changing the devastating effects of pollution. Some competitors don’t care where their plastics end up. Well, I do! My advice to anyone who has a chance to pursue his or her ideal through business is to go right ahead and do it.
clads Soft Bait brands)
MANAGE YOUR MARKETING FUNDS CAREFULLY
Telephone +1 608 513 3535 Email firstname.lastname@example.org Website www.ironcladlures.com Core business Design and manufacture of IronClads, pre-rigged, environmentally-friendly soft lures.
LISTEN TO THE VOICE OF EXPERIENCE
It was at Vegas 2007 that I met Berkley Bedell, the founder of global giant Pure Fishing. Berkley was a legend in the ﬁshing tackle industry while I was just starting out. I guess I was a little in awe of him but we were connected by our love of the sport and common beginnings. He was interested by the pioneering nature of the project and very enthusiastic about the technology embedded in my products. He gave me great encouragement to go ahead and continued to write encouraging and warming letters long afterwards. In Scott 38
Angling International October 2009
As a start-up business I had a ﬁnite marketing budget and learned very quickly to be mindful about how I spent it. As a new company I was bombarded by media advertising sales people – and surprised by just how aggressive they can be. I was talked into things that, with the beneﬁt of hindsight, I wouldn’t have done. Generally speaking, I got a very poor return for advertising expenditures. My advice to any manufacturer starting out would be to work with the individual pros, the guys out there ﬁshing every day. This kind of grass roots, word-of-mouth marketing has been far more
effective for me. Sponsoring tournament trails initially is risky because of the high costs versus the market penetration they actually provide. I’ve focused on communicating frequently with the outdoors writers groups. These largely independent journalists have no commercial axe to grind and their objective editorials are more trusted by the consumer and have proved invaluable. It’s all about winning trust and third party validation.
HAVE A CLEAR MESSAGE
My strategy has always been simple – to release the world’s ﬁrst ‘permanent’ soft lures. First and foremost they will catch ﬁsh. Secondly they limit soft lure drop to a minimum, reducing water pollution. And thirdly, reduced lure drop means less ingestion and ﬁsh mortality. People ‘get’ it very quickly.
LOOK AT OTHER OPTIONS
My initial plan was to go with packs of plastic. However, after learning more about consumer needs, I am now focusing on pre-rigged, single-lure packs. It has become apparent this is where our lures are taking the industry. The angler doesn’t want the hassle of re-rigging and he doesn’t want to pollute. It also meets the needs of the retailer who gains substantial ﬂoor space for other products to attract more people into his store. He won’t need broad ﬂoor space for conventional soft baits any more because anglers won’t be losing so many baits and because our pre-rigged single-lure product packaging footprint is small. Also, my lure technology is proprietary in nature and my products are all about quality. I also recognise I don’t have to be a slave to the ‘make it and sell it’ template. I’ve been actively approached by some of the industry’s largest players to buy or licence the technology and that is an exciting situation to be in as the business develops.
EUROPEAN FISHING TACKLE TRADE EXHIBITION Valencia, Spain 11th-13th June 2010
BE THE BEST, COME TO EFTTEX Feria Valencia, Avda. de las Ferias s/n, 46035 Valencia, Spain T: +34.96.386.11.00 F: +34.96.363.61.11 E: email@example.com W: www.horizontal.feriavalencia.com
EFTTA, Unit 2i, Berol House, 25 Ashley Road, London, N17 9LJ, UK, T: +44.20.8365.0405 F: +44.20.8493.7220 E: firstname.lastname@example.org W: www.eftta.com
E IN JAPA AD N
NEW 2010 CATALOGUE NOW AVAILABLE.
B E N E LU
Visit www.shimano.com to ﬁnd out how to get your copy!
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X C ATA L
Published on Sep 28, 2009
Published on Sep 28, 2009
There are two pieces of encouraging news out of China this month. Firstly, the organisers of the CGC Expo in Weihai have announced that exhi...