angling international magazine - october 2010 - 33

DYNAMITE BAITSGROWTH PLANS

Why it is enteringthe tackle market

Essential reading for buyers in the tackle trade

October 2010 Issue 33

it is enteringtackle market

Now online at angling-international.com

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The new campaignagainst the lead ban p32



w campaignt the lead ban

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Dynamite’s Steve Cole on the company’s plans to create one ofEurope’s biggest tackle brands page 9

“WE WILL HAVE DYNAMITETACKLE PRODUCTS IN THE SHOPSWITHIN A YEAR”

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GLOBALTRADENEWSZebco launchesBrowning Hybrid

Participationincreases in keyUS sector

PLUS

KASSLIN: WHYWE BOUGHTDYNAMITEBAITSHow Rapala aimsto take a slice outof the Europeancarp market p8

It aims to exploit a gap in theUK market p40

Major survey reveals freshwaterfishing is growing again p22

Molix entersJapanese marketThe appeal of European luresis growing, it says p28

Big numbers forBrazilian showIncrease in visitors thrillsthe trade p31

October 2010 Angling International 5

MAGAZINE CREDITS

OCTOBER 2010

At times likes these it’s notalways easy to tell which com-panies are doing well and whichare not. I cannot remember thelast time a CEO or ManagingDirector confessed to me thatbusiness was bad and figureswere going south. Who would?

But common sense tells usthat not many out there can begenuinely ‘up’ after the tradingconditions of the last two years.In some ways that is not a badthing – the MD of a leadingworldwide brand told me recentlythat the recessionary effectof removing poor businessesand products and encouragingconsolidation would be good forthe industry in the long term.

But one company that isclearly doing well is Rapala. The

global manufacturer of lures,line and tools is a stock ex-change company and thereforeits financial performance istransparent. Rapala’s sales forthe first six months of this yearhave hit record levels and itssales over the past five yearshave risen dramatically. NowRapala’s acquisition of DynamiteBaits has set the industry buzz-ing – we have the inside storystarting on page 8.

Analyse Rapala’s figures andit’s easy to see why the compa-ny is doing so well. A significantincrease in research and devel-opment spend in recent yearsand a focus on distribution arejust a couple of key reasonsdriving growth. But when I putthe question to Rapala President

and CEO Jorma Kasslin he put itmore simply, saying: “Fishermenlike our products.”

Isn’t that what it’s really allabout? Angling Internationalbroke the Rapala/Dynamitestory to the trade on August28th through one of its e-news-letters – and there’ll be lotsmore interesting stories to comethat are sure to get the tradetalking. If you want to sign up forthis free news service just emailyour request to [email protected].

Mel [email protected]

• Publishing editor: Mel Bagnall; [email protected] +44 (0)1733 392 977 • Editorial director: Rob Carter; [email protected]• Art Director: Keely Docherty-Lee; [email protected] • Designer: Kate Holt; [email protected] • Database Manager: Graham Goor; [email protected]• Colour reproduction: AT Graphics UK Ltd, Peterborough, Cambs UK• Printed by: Warners Midlands plc, Bourne, Cambs UK• Subscription enquiries: [email protected]

Angling International magazine is published by Top Corner Editorial and Design Limited. 4 Milnyard Square, Bakewell Road, Orton Southgate, Peterborough Cambridgeshire, UnitedKingdom, PE2 6GX • International Commercial Director: Lucie Henton; [email protected]; Tel. +44 7825 999230; Fax +44 1225 760249; Skype lpetrickova

•THANKS THIS ISSUE GO TO: Gary Berlin, Bruno Broughton, Nic Brown, Gavin Burn, Andy Charlton, Terry Clease, Angela Coe, Ryan Colaianni, Graham Goor, , Simon Henton, Mary-Ann Hodgskin,Kate Holt, Tom Legge, Chris Leibbrandt, Donna Leonard, Richard Lutticken, Stanko Popovic, Christian Rademann, James Robbins, Tim Romano, Heather Sieber, Leslie Vick, Per Westerlund.●Nopartofthismagazinemaybereproducedwithoutthepermissionofthepublisher.Themagazineassumesnoresponsibilityforthesafetyofcontributions,althoughallreasonablecarewillbetaken.

Benvenuto,BienvenidaBienvenue,Willkommen

Meet the makers of Angling International...

ROB CARTER,EDITORIAL DIRECTORRob began his career writing for andediting specialist consumermagazines in the UK (includingMatch football magazine, Fore! golfmagazine and Trout Fisherman)before being appointed editor-in-chief of Emap’s contractpublishingdepartment.He is a founder directorof Top Corner, the publishers ofAngling International.

KEELY DOCHERTY-LEE,ART DIRECTORAs Top Corner’s art director andco-founder, Keely has 15 years’design experience, and a proventrack record of producing success-ful ad campaigns, brochures anddirect mail. She has worked withmany angling clients and todayleads the design team on AnglingInternational, managing theeditorial production of each issue.

LUCIE HENTON,INTERNATIONALCOMMERCIAL DIRECTORLucie can call upon seven years’experience of delivering commer-cial solutions for angling clients.Czech-born, she is also familiarwith other eastern Europeanlanguages. Call her to discussyour advertising needs and tofind out ways to promote yourproducts in the magazine.

MEL BAGNALL,PUBLISHING EDITORMel’s vast experience in the anglingindustry includes six years as thepublisher of UK company Emap’sangling business. He began hiscareer on Angling Times where hewas reporter, feature writer, subeditor and news editor, and wasalso assistant editor of Sea Angler.He has worked in magazines formore than 36 years.

Angling International October 20106

Un événement spectaculaire de cemois-ci, Rapala a manifesté son ambi-tion de se développer sur le marchéEuropéen du lucratif marché de la carpepar l’acquisition de Dynamite Baits.Depuis quelque temps, Dynamite Baitsa été le leader de la carpe sur le marchéanglais. En combinant désormaisson expertise avec son réseau dedistribution important, la société a pourobjectif de donner une impulsion fortepour conquérir une plus grande part demarché dans ce secteur à forte crois-sance. Mais ce n’est pas tout. Commenotre histoire à la page 8 le révèle,Dynamite Baits envisage égalementd’aller au-delà des appâts et de devenirun des plus grandes marques Europée-nnes. Cette nouvelles va envoyer desondes de choc dans toute l’industrieeuropéenne. Pendant ce temps, Zebcoa annoncé le lancement de BrowningHybrid, une nouvelle gamme destinéeprincipalement au marché britannique,où il croit qu’il a trouvé un créneauest mûr pour l’exploitation (voir page40). Ailleurs, de plus d’entreprises ontadhéré à la Charte EFTTA Line, une ini-tiative visant à mettre fin étiquetagesabusifs sur les emballages de fils.Powerline, Climax et Daiwa sont parmiles derniers à y apporter leur soutien(voir page 45). Outre-Atlantique, lesnouvelles encourageantes à partird’une enquête auprès des consom-mateurs aux États-Unis, ce qui annonceque la pratique de la pêche en eaudouce est de retour sur le marché mon-dial de la pêche à la ligne (page 22).Nous avons également un rapport surles derniers développements au Brésil,le choix de nombreuses entreprises dese positionner prochainement sur cemarché émergent important (voir page31). C’est une lecture essentielle pourtous les fabricants envisagent de sedévelopper en Amérique du Sud. Nousavons une prévisualisation du salonChinois CCG Expo (page 32) et desnouvelles d’une usine chinoise avec degrandes ambitions en Europe. BonneLecture!

Este mes hay una fuerte movida, Rapalaha demostrado su ambición de competiren el lucrativo mercado de la carpa enEuropa, adquiriendo la empresa de CebosDynamite. Durante algún tiempo, Dyna-mite ha sido en el REINO UNIDO, el líderdel mercado en cebos de primera cat-egoría. Ahora, combinando su experienciacon la incomparable red de distribuciónde Rapala, la empresa dará un fuerteempuje para tener mayor cuota en estesector de mercado en crecimiento. Peroeso no es todo, como revela nuestrahistoria en la página 8 Dynamite no sólopretende potenciarse en el mercado delos cebos, sino que está planificandoestablecerse como una de las marcas dereferencia en el mercado de los acceso-rios de pesca. La noticia ha revolucionadotoda la industria europea. Mientras tanto,Zebco ha anunciado el lanzamientode Browning Hybrid, una nueva gamadestinada principalmente al mercadobritánico, donde se cree que ha encon-trado una buena brecha para explotar(véase página 40) Por otra parte, haynoticias de más empresas que adhierensu firma a la carta de EFTTA Line Charter,una iniciativa destinada a poner fin alincorrecto etiquetado en el envasado delas líneas. Powerline, Clímax y Daiwa sonlas últimas en añadir su apoyo (página45). Al otro lado del Atlántico, hay noticiasalentadoras de un nuevo estudio de con-sumidores en Estados Unidos, que indicaque la participación en pesca de aguadulce está de nuevo en aumento en elmayor mercado del mundo (página 22).También tenemos un informe sobre los úl-timos acontecimientos en Brasil, muchosnegocios se están acercando al ser elpróximo gran mercado emergente (véasepágina 31). La lectura de este artículoes esencial para cualquier fabricanteque planee expandirse en América delSur. Tenemos una vista preliminar de lapróxima feria en China, la CGC Expo show(página 32) ynoticias de una fábricaChina con grandes ambiciones en Europa.Disfrute de la revista!

Mit einem geschickten Schachzug,nämlich dem Erwerb von Dynamite Baits,hat Rapala diesen Monat seine Absichtsignalisiert, auf Europas lukrativem Karp-fenmarkt mitzuhalten. Seit geraumerZeit ist Dynamite das führende britischeUnternehmen für Karpfenköder. Undnun wird diese Erfahrung mit Rapalasunübertroffenem Vertriebsnetz vereint,was bedeutet, dass das Unternehmenentschlossen ist, einen größeren Anteilvon Europas am schnellsten wachsend-en Marktsektor zu erobern. Aber das istkeineswegs alles. Wie unsere Geschichteauf Seite 8 erklärt, plant Dynamitedarüber hinaus, sich auch auf Bereicheaußerhalb von Ködern zu konzentri-eren, und sich zu einer der wichtigstenAngelgerätemarken zu entwickeln. DieseNachricht wird die gesamte europäischeIndustrie zweifellos in Schock versetzen.In der Zwischenzeit hat Zebco die Lan-cierung von Browning Hybrid bekanntgegeben, einer neuen Produktpalette,die primär für den britischen Marktbestimmt ist, auf dem seiner Meinungnach eine Marktlücke vorhanden ist,die gefüllt werden kann (siehe Seite40). Ansonsten können wir berichten,dass mehr Unternehmen die EFTTA LineCharter unterstützen, eine Initiative, diedem Etikettenschwindel für Schnurver-packung ein Ende setzen soll. Powerline,Climax und Daiwa sind die neuestenFirmen, die ihre Unterstützung bekanntgegeben haben (siehe Seite 45). Vonder anderen Seite des Atlantiks kommenermutigende Nachrichten bezüglich einerVerbraucherumfrage in den USA, die denSchluss zulässt, dass Süßwasserangelnauf dem größten Anglermarkt der Weltinzwischen wieder zunimmt (Seite 22).Wir bringen außerdem einen Bericht überdie neuesten Entwicklungen in Brasilien,das viele Unternehmen als den nächstenwichtigen Markt betrachten (siehe Seite31). Dieser Artikel ist ausgesprocheninteressant zu lesen, vor allem fürHersteller, die beabsichtigen, sich nachSüdamerika auszuweiten. Sie könnensich im Voraus über die chinesische CGCExpo Messe (Seite 32) informieren undNeuigkeiten über eine chinesische Fabrikerfahren, die in Europa viel erreichen will.Viel Spaß am Magazin!

Questo mese i riflettori sono tutti puntatisulla mossa eclatante di Rapala che haconcretizzato la sua ambizione di entrarenel redditizio mercato europeo dellacarpa acquisendo Dynamite Baits, perqualche tempo azienda leader nel RegnoUnito nel settore della premium carp bait(esca per carpa). Combinando la propriaesperienza con l’impareggiabile rete didistribuzione Rapala ora Dynamite Baitsha tutti i numeri per potersi garantireuna quota maggiore nel settore in piùrapida crescita in Europa. E non è tutto.A pagina 8 Dynamite rivela il propriopiano che la vede protagonista assolutaanche in un settore diverso, ovvero quellodelle attrezzature da pesca. La notiziaè destinata a provocare uno Tsunami intutta l’industria europea. Nel frattempoZebco ha annunciato il lancio di BrowningHybrid, una nuovissima gamma destinataprincipalmente al mercato britannico cheritiene ancora ricco di aree non ancoraesplorate pronte per essere conquistate(vedere pagina 40). In questo stessonumero potrete trovare i nomi di quelleaziende che hanno firmato l’EFTTA LineCharter, l’iniziativa promossa per abolirel’etichettatura imprecisa sulle confezionidelle lenze. Tanto per citarne alcune: Pow-erline, Climax e Daiwa sono le ultimissimead aver dato il proprio appoggio (vederepagina 45). Dall’Atlantico giungononotizie incoraggianti: secondo quantoemerge da un’indagine sui consumatori,la pesca d’acqua dolce è nuovamente increscita nel mercato di pesca più grandeal mondo: l’America (pagina 22). Nellarivista vi proponiamo altresì un prospettodegli ultimisviluppi del Brasile, sceltoda molte aziende che lo considerano ilfuturo mercato emergente (pagina 31).È una lettura che qualsiasi produttoreintenzionato ad espandersi nel SudAmerica non dovrebbe farsi scappare.Per finire abbiamo anche un’anteprimadel CGC Expo show in Cina (pagina 32) enotizie di un’azienda cinese dalle grandiambizioni in Europa. Vi auguriamo unabuona lettura!

Diesen monat, Ce mois, Este mes, Questo mese...

WHY IS EAGLE CLAW GOING ‘GREEN’? See p18


DYNAMITE BAITS IS ‘IDEAL FIT’ FORRAPALA AS THE TWO COMPANIESTARGET EXPANSION IN EUROPE

were £6.5 million, of which around 20% wasoutside the UK. It employs 60 people.

Dynamite Managing Director MarcusTwidale said the difficult decision to sellthe business was made easier knowing thatthe product range, quality and service willcontinue and will benefit significantly fromdistribution and product synergies as part ofthe Rapala VMC Group. Twidale continues asMD of Dynamite and will work closely withthe Rapala management team.

His company has also taken the coversoff its plans to diversify into fishing tackleproducts with the intention of becoming oneof Europe’s biggest tackle brands.

It has been gearing up for the tacklelaunch for the past 12 months, investingheavily in recruitment, improving its infra-structure and putting together an aggressivefive-year plan. Now, with Rapala behind it,says Dynamite, the time is right to launchDynamite Tackle.

The new launch will ultimately take in thecarp, match and predator sectors and the firstproducts will be seen at EFTTEX in Amster-dam just nine months away.

“Our brand is extremely well known andrespected throughout Europe in all disci-plines of fishing,” said Dynamite Baits’ Salesand Marketing Director Pete Chandler. “Thebrand has grown to such a level that retailersand wholesalers throughout the UK andEurope are repeatedly asking for a range ofDynamite tackle.

“Rapala knows that Dynamite Baits is thebest brand to help it become number onein carp fishing. It will be offering significantinvestment to ensure Dynamite Tackleproducts are of the highest possible quality interms of production and innovation. We willbe working closely with their trusted groupof manufacturers around the globe, offeringfurther assurances that Dynamite tackle willbe of the highest quality.”

RAPALA RECORDS 15% SALES INCREASERapala’s acquisition of Dynamite Baits comeson the back of the company’s exciting financialperformance for the first half of 2010. Double-digit sales growth is accompanied by strongprofitability and cash flow over the six-monthperiod.

Rapala has reported a 15% year on year in-crease in net sales for the second quarter, whichreached a quarterly record level of €77.6 million.

Following a similarly strong performance inthe first quarter, the results mean that net salesfor the first six months of 2010 have increasedby 12% to €148.4 million.

The double-digit sales growth is accompaniedby strong profitability and cash flow over thesix-month period. Comparable operating profitimproved significantly from last year, reach-ing €12.6 million in April to June (compared to€10.2 million for the same period the previousyear) and €24.4 million in January to June(€20.4 million the previous year).

Comparable operating margin was up by overone percentage point at 16.2% for the quarterand a similar margin for the six-month period.

Reported operating profit was €12.5 million(€9.4 million) for the quarter and €24.2 million(€19.5 million) for six months.

Net profit for the quarter increased 14% to €8.4million (from €7.4 million) and to €17.5 million(from €13.6 million) for the first half of the year.

Rapala’s stock exchange release reports thatthe net effect of currency movements had apositive impact on net sales and that with com-parable exchange rates, net sales increased 5%for the quarter and 6% for the first half of the year.

The Group’s strategy is for continued focuson cash flow, establishing new distribution unitsand performance improvement initiatives.Reducing working capital and increasing cashflow will continue to be the priorities for 2010together with a strong emphasis on sales growth,innovation and the development of new products.

“We are in a very powerful situation,” Rapala’sPresident and CEO Jorma Kasslin told AnglingInternational. “Our distribution power is uniquein the industry and we have excellent peoplerunning our companies. And let’s not forget,fishermen like our products.”

“We plan to have Dynamitetackle in the shops within ayear... but it has to be right”Dynamite’s Steve Cole expands on the details behind the press releasethat announced the company’s move into tackle.

Angling International: When are we likely to see the first tackle products from Dynamite?Steve Cole: The plan is to show the first items of tackle at EFTTEX 2011, ready for an ag-gressive pre-sales initiative in September/October 2011. We plan to have tackle in shops forOctober 1st, but we won’t sacrifice quality to hit dates – in short, the products must be rightbefore they hit the shelves!

Which sector is likely to be the initial target? Will it be carp, match or predator or will youenter more than one sector at the same time?Carp and match will be the initial focus, with predator not far behind.

Will you launch initially in the UK or will the alliance with Rapala enable a European launch?Both – as with the bait side of the business, we’ll launch direct to the retailer in the UK and viaour trusted team of wholesalers throughout Europe.

Where will Dynamite source its product development expertise?We will be recruiting a Dynamite Product Development Manager to develop an innovativerange of tackle. We will also be sharing expertise and manufacturer contacts with Rapala.

What brand values will Dynamite transfer from bait to tackle products?Dynamite Baits prides itself on top quality products, unique and effective packaging, the bestsales service and the trade’s number one marketing team. This will all be transferred to thetackle business. In fact, we’re strengthening each area to ensure our tackle sales strategy isstronger than anyone else in the trade.

Steve Cole of Dynamite:“We plan to show the firstitems at EFTTEX 2011.”

10

Assistant Editor wanted


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

COMMUNIQUÉ

Angling International now needs an experiencedangling journalist to strengthen its team.

The rewards are there if you can prove:

● You have a proven track record in news journalism● You have subbing and production skills● You have a strong knowledge of angling and the angling trade● You have a strong commitment to customer service

Can you help improve angling’s fastest growing trade magazine?

WHAT NEXT INFLY FISHING?

Haroutunian andSwisher debate the future


August 2010 Issue 31

utunian andher debate the futur


Numbers were up, so why wasn’t everybody happy?Full review with industry reaction starts page 24.

EFTTEX 2010: THE VERDICT

FULL STORY p8

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EFTTA WAR ONLINE CHEATSLeading brands are among firstto sign new charter on labels

Pierangelo Zanetta: “We have to act”angeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangeangePierangelo Zanetta: “We

Jan van de Bovenkamp (Pure Fishing): “We are happy to sign”

EUROPE’SBEST NEWPRODUCTSA new benchmarkin multipliersThe design advances that placethe Okuma Andros above itsrivals p34

This year’s must-have carp baitWhy Pure Fishing is staking somuch on Berkley Gulp! Carp p30

“A genuine stepforward in lines”

Sébile honouredonce againHow the US company wonthree awards in Valencia p32

kampJanJanJanJanJanJanJanJanJanJanJanJanJanJanJanJan vanvanvanvanvanvanvanvanvanvanvanvanvanvan kampkampkampkampkampkampkampkampkampkampkampkampkampkampkampkampkampkampkampkampkampkampkampkampkampkampkampkampkampJan van de Bovenkamp

Jean Claude Bel: “Consumers need protection”

PLUS

Why Hyperfluorocarbon 3Corewas voted thewinner ofthe EFTTEXmonoawardp31

de magazine?

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Now online a

o why wasn’t everybody happy?stry reaction starts page 24.

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ASA RALLIESTHE US TRADEThe new campaignagainst the lead ban p32



new campaignnst the lead ban p32


agai lead ban

Dynamite’s Steve Cole on the company’s plans to create one ofEurope’s biggest tackle brands page 9

“WE WILL HAVE DYNAMITETACKLE PRODUCTS IN THE SHOPSWITHIN A YEAR”

BESTFOR NEWS

AND PRODUCTS

p32p32p32p32p32ORNNNNNNNNNNNNNNNNNDDDDDDDDDDDDDDDDDDD PPPPPPPPPPPPPPPPPPR

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GLOBALTRADENEWSZebco launchesBrowning Hybrid

Participationincreases in keyUS sector

PLUS

KASSLIN: WHYWE BOUGHTDYNAMITEBAITSHow Rapala aimsto take a slice outof the Europeancarp market p8

It aims to exploit a gap in theUK market p40

Major survey reveals freshwaterfishing is growing again p22

Molix entersJapanese marketThe appeal of European luresis growing, it says p28

Big numbers forBrazilian showIncrease in visitors thrillsthe trade p31

For more details and to discuss terms, contact Angling International EditorialDirector, Rob Carter on +44 1733 392975 or email [email protected]

This is a genuine opportunity for the right person.References will be taken.

Angling International is firmly established as arespected media brand in the angling trade. It hasbuilt its reputation on the quality of its content and onimpeccable customer service. To best serve the tradein the future, we are embarking on a strategy ofimproved news provision and better industry analysis.

12

Powerline takes first stepinto UK and Ireland


Garcia strengthensSébile in Latin America


COMMUNIQUÉ

French line special-ist Powerline willbe selling its prod-ucts in the UK andIreland for the first

time following the completionof a distribution deal withFishing Matters.

Powerline began talkingwith Mark Hamnett, owner ofFishing Matters, at EFTTEXin Valencia in June. An agree-ment was reached within twomonths and Powerline will bepresent to support its brandsat the UK’s Tackle and GunShow in October.

Fishing Matters purchasedthe Partridge hooks brandfrom Mustad last year and alsodistributes a number of otherbrands including Owner,American Fishing Wire,

Varivas, Marryat and Esox Lucius.“We see definite potential in this new relationship

and are delighted to be working with Mark,” saidPowerline’s International Business Manager CélineBoutin. “We will start with Powerline’s range of linesand our Jig Power jig heads and soft baits, but we willlisten to Mark’s needs and will develop new productif necessary.”

Mark Hamnett explained that the deal fits with hisstrategy to move his business increasingly away from

get to knowthe marketbetter andto establishdistributioncontacts.”

As well asprovidingproduct andfinancial support for the French boat fishing team,Powerline works with team members on productdevelopment and at the big annual French tradeshows in Clermont Ferrand and Nantes to promotenew products. One of the team recently featuredin a French movie using Powerline tackle to add anunexpected but welcome marketing boost.

Angling International understands that Powerlineis also talking to other possible exclusive partners butnothing is yet finalised. Powerline is also among thelatest high profile manufacturers to sign the officialEFTTA Line Charter. For details see page 45.

US lure manufacturer Sébile hasstrengthened its sales operation inLatin America with the appointmentof Philippe Garcia as Sales Manager.Garcia had previously combined therole with his job as an opthalmologistbut has now committed to doing itfull-time.

“We may not be on the vergeof selling millions of lures in LatinAmerica because some of those coun-tries have particular economic issuesand the commercial regulations aredifferent to the US and Europe,” saidGarcia, who also has past experienceas a technical engineer working on

Arianne Space Rocket motors.“But we now have a distributor in

Argentina – Tech Tackle in BuenosAires – and we have various contactsin Central and South America wherediscussions are going on. I am veryaware of the Brazilian market andI am looking to gather informationabout potential strong distributorsthere. I read every page of AnglingInternational on the look out for op-portunities.”

A passionate angler, Garcia willalso be involved in Sébile’s interna-tional sales effort, with the exceptionof the US and Canada.

Céline Boutin (above) and(far right) Thierry Jaheil.

New UK distributor: MarkHamnett of Fishing Matters.

dependence on the fly fishing market, which is wherethe business originated. “The Powerline agreementis attractive to us because their business is middlemarket and they have lots of products for the saltwa-ter sector. This is definitely a saltwater focus for us,”he said. “We will bring in a range initially and thenincrease it as the season develops.”

The new deal marks the beginning of a busy timefor Powerline, as it prepares to attend Germany’sANSPO show in Kassel (September 24th-26th) andthe LORIST show in Serbia (September 28th-October3rd). Sandwiched inbetween (September 25th-Octo-ber 2nd) is the World Boat Fishing Championships inMontenegro. As official sponsor of the French team,Powerline will be there to offer support.

“ANSPO is important for us because we currentlyhave no real distribution presence in Germany andI would like to find a big distributor at the show,”explained Céline. “We aim to strengthen our positionin this big market. The same goes for LORIST. Myfocus this year remains to develop our representationin eastern Europe and hopefullythe Serbian show will help me

At the forefront: Powerline’s JigPower jig heads will be among thefirst products launched into the UK.

AMIAUD’S DISTRIBUTION DEALWITH HAYABUSA PICKS UP PACE

Amiaud hasdeclared its delightat the progressof its distributiondeal with high-endJapanese hookmanufacturerHayabusa. Thetwo companiesfirst brokered the

deal at the Yokohama Show in Februarybefore confirming the contract at EFTTEXin Valencia in June.

Amiaud is the French company behindthe high-quality Seanox, Carp’o and

Pike’n’Bass brands. The new deal makesit the exclusive distributor in France forHayabusa’s full product range.

This month, Amiaud’s Jean-DidierRaby will be receiving a delegation fromHayabusa at his headquarters in Franceas they begin to put plans in place tosupply the French market with Hayabusaproducts.

Jean-Didier Raby told Angling Interna-tional: “This is an interesting move for us.It‘s a new product area but it’s a good fit.Both Amiaud and Hayabusa stand for highquality products.” For more details [email protected].

14

Rapid progressinspires Sqod’sexpansion plans


Fulling Mill adds trade order sectionto its website, with more to follow


COMMUNIQUÉ

Chinese manufacturer Sqod is quicklymaking a name for itself as a specialist inhand-made wooden lures. Although lessthan three years old, the company has agrowing list of customers from Europe

and various other parts of the world as it grows itsreputation for quality products, punctual delivery andgood pre- and after-sales service.

“We make hard and soft plastic lures, but woodenlures are our speciality and that is what we are bestknown for,” said Sales Manager Johnson Yang. “Thelure bodies are all hand-turned, then polished untilthey are perfectly smooth, again by hand.

“Spray painting is followed by three clear coats toavoid fading. Only VMC and Mustad hooks are usedfor all our lures to assure perfect performance. Everylure is then tested at least three times before beingshipped from our factory.“

The new and improved websitelaunched by global fly brand FullingMill features a new trade order sectionespecially for dealers.

The user-friendly section has a highlyadvanced search facility and has beendesigned to simplify the process ofordering products, either by searchingfor specific products or simply enteringthe appropriate code.

Orders placed online automaticallyfilter to Fulling Mill’s back officesystems and dealers are able to see ifproduct is in stock, check balances andstore orders online.

The new facility is just one of anumber of new features on the site,which also has a download area wherecustomers can access warranties andinstruction booklets. The most popularfeatures from the previous site havealso been retained but are captured ina more user-friendly, contemporarydesign and layout, with expandedproduct descriptions.

The UK-based company has morethan 5000 products in its range and all

of these can be found via an easy andintuitive search system.

Said Fulling Mill owner BarryUnwin: “With the growth of web salesgenerally, we wanted to offer a secure,dedicated and easy-to-use facility to thetrade that enables themto place orders, accessaccount details andlook through the entireFulling Mill collection attheir leisure. This greatnew site certainly pro-vides all that and more,with further develop-ments already in thepipeline.”

Fulling Mill, whoseOliver Edward’s Gold-en Stonefly Nymphwas featured on thecover of last month’sAngling international,manufactures anddistributes quality fliesand fly fishing equip-ment and has more

than 500 dealers/distributors. Furtherinformation about the company’s prod-ucts and services is available by calling+44 1293 778600, emailing [email protected] or visiting the websitewww.fullingmill.com.

Additional features of the lures include stainlesssteel through wire and screw eyes and heavy-duty splitrings and swivels.

Now the company, based in Guangdong, is lookingto expand further and is planning on going to ChinaFish in Beijing in February in order to grow its OEMcustomer base. It is also considering taking a booth atthe CGC Show in Weihai in October 2011.

Further information is available at +86 769 88943242; sqodlures@gmailcom; www.sqodlures.com. Above and left: Sqod lures are selling

well in Europe and elsewhere.

HARDYPUTS ITSBRANDS ONFACEBOOKThe Hardy, Greys and Chub brandscan now be found on Facebook,YouTube and Twitter. The move ispart of a wider social media mar-keting strategy being put in placeby the UK company. “Facebook isa great space in which to reach ourcustomers,” said Hardy and GreysMarketing Executive Cat McGinty.“We hope to create spaces that be-come hubs of communication andnews on fishing related subjects.

“These pages will run inconjunction with our websites, butFacebook is more about commu-nity and interaction. Visitors willbe able to upload pictures of theircatches and take part in onlinediscussions.”

Facebook is now the most visit-ed site in the UK and has over 400million active users worldwide.

“We make hard andsoft plastic lures,but wooden luresare our speciality.”


COMMUNIQUÉ

16

New AFFTA Chairman: ‘Weneed to serve the trade better’

Angling International October2010

The Center for Aquatic NuisanceSpecies (CANS) in the US iscalling on the fly fishing industryto throw its weight behind thelaunch of a new body, the CleanAngling Coalition (CAC). Theinitiative is, it says, even more important thancatch and release.

The issue of aquatic invasive species hasbecome very high profile in the last two years,with CANS regularly drawing attention toits impact on every aspect of fishing in itsmonthly electronic newsletter, Clean AnglingNews. Felt bans are already changing attitudesto gear; access to fishing is being reduced;new regulations are affecting how anglers fish;and new fees are increasing costs.

“In short, aquatic invasive species are dam-aging our resources and creating new barriersto fishing,” states Clean Angling News. “Now

is the time for us to join together.”The single objective of the newly

formed CAC is to encourage thewidespread adoption of a clean ethicamong all anglers. Rod and wadercompanies, outfitters, fly shops and

guides are among those being targeted.Coalition members will be encouraged topromote the message of ‘clean, inspect anddry’ and to use logos and other materials topromote the initiative.

Clean Angling News points out that theCoalition is only as strong as its membership,saying: “Aquatic invasive species will have bigimpacts on fly fishing in the future and weneed to join together to support solutions.”

To get involved in the Clean Anglercampaign and to learn more about theCoalition’s goals and benefits visitwww.cleanangling.org.

New initiative encouragesfly anglers to be cleaner

New American Fly Fishing TradeAssociation Chairman Jim Klug (left)has identified the key issues facing theAssociation and the industry as heprepares to assume his new role after

the International Fishing Tackle Dealer show in Denver.Klug, the founder of Yellow Dog Adventures, has

told Angling International that whether working withretailers or manufacturers, guides or sales reps, he andhis fellow Board members “need to be able toeffectively and energetically answer the question‘What is AFFTA doing for me?’”

As AFFTA prepared to open the doors on the ina-ugral IFTD show, he said: “We need to strengthenand build our annual industry show, focusing on waysto increase participation and attendance, and on in-creasing benefits for those that do attend, that is, whatpeople are actually getting out of the show!

“We now own our own industry show – somethingthat is very exciting for AFFTA and for our member-ship. We have the ability to create a show format andan overall offering that suits the needs of our membersand provides them with the tools they need to im-prove their businesses and increase their profitability.

“AFFTA needs to attract more members from theretail, guide and outfitting side of the industry, andneeds to focus on ways that it can be serving theseelements of the fly fishing industry in addition to the

manufacturers and vendors that play such a crucialrole in our organisation.”

In what might be considered a blueprint for theway AFFTA conducts itself and its business, Klugcontinued: “We need to continue our efforts to makethe work of AFFTA and the actions of the Board asopen and transparent as possible. From open Boardelections to decisions on when and where our annualtrade show will be held, we need to conduct ourbusiness in an open and democratic way that gives allAFFTA members a say in what is happening.

“Finally, we need to focus on new and innovativeways to promote fly fishing to new and potentialparticipants. We will need to take a hard look at thecurrent Discover Fly Fishing programme and figureout a way to inject it with new life and new energy.”

AFFTA can be satisfied that much of significancehas happened in recent months, including the Boardelections for the 2011-2014 term, and a major spikein new members joining the Association. In 2009, sixpeople ran for five open Board seats. Last month, 29people ran for seven open Board seats. In the past twomonths, over 40 new member businesses have joinedAFFTA as first-time members – the largest percentageincrease in years.

“We are moving things in the right direction, andlook forward to continuing these efforts in the nearfuture,” concluded Klug.

Hardy has been voted favourite brand in the annual surveyconducted among members of Fly Fishing Forums (www.flyforums.co.uk). Second and third positions among fly fishingmanufacturers were filled by Sage and Greys respectively.

After his winning UK-based company captured nearly a quarterof the votes, Managing Director Richard Sanderson said: “This isgreat news for such an iconic British brand and a reflection by flyanglers towards the new generation of product the company hasbeen delivering over the years. We take great pride in making surewe listen to the needs of anglers, which makes this result all themore pleasing.”

Richard Hewitt, Managing Director of Fish and Fly, said: “The verylarge audience gathered in our forums is seen by the industry tobe knowledgeable, enthusiastic and highly influential. Our annualsurvey produces a very detailed picture of consumer behaviourand trends and we’re delighted the industry finds this informationvaluable.”

Fish and Fly claims over 450,000 visits and 3.5 million pageviews each month across its portfolio of websites.

HARDY IS TOP BRAND

18

EAGLE CLAW TARGETS‘GREEN’ CONSUMERSWITH REBRANDEDPRODUCT RANGE



COMMUNIQUÉ

Fish Green’. That’sthe message com-ing loud and clearout of Denver.Eagle Claw, the

Denver-based terminal tacklespecialist and line manufac-turer with customers aroundthe world, has rebranded 500of its most environmentallysound products in a majoreffort to promote sustainable

fishing and protect the future of the sport.Fish Green is a broad concept encompassing Eagle

Claw products that are either environmentally sound,biodegradable or contribute to conservation in someway. The concept covers Eagle Claw packaging thatis degradable, materials that Eagle Claw sources fromsuppliers and products that contribute towards catchand release. The range includes existing products andplanned new launches.

All the products will be branded with a new FishGreen logo. The initiative will be supported byadvertising in the consumer press in 2011 and by anew consumer-facing micro-site linked to the EagleClaw website.

At the centre of the Fish Green range is Eagle ClawBioline. Launched earlier this year as the first evereco-friendly biofilament, Bioline is, says Eagle Claw,100% biodegradable, having been designed to fullydegrade in landfills and marine environments withinfive years. The monofilament line made an immediateimpact within the trade by being highly commended

Chris Russell: “Consumersare becoming more awareof green alternatives.”

in the EFTTEX Best NewProducts Awards in Valenciain June. Eagle Claw expectsBioline – together with theother Fish Green products –to have an equally powerfulimpact on consumers.

Says Eagle Claw Marketing &Product Director Chris Russell:“Consumers are becoming moreaware of green alternatives in theireveryday lives, even as far as thecars they drive. And anglers are at theforefront of that. Retailers have beentelling us of the growth in lead replace-ment products, for example, so we knowthere is a market out there.

“Yes, there is a commercial win here forEagle Claw,” he continued, “but this is moreimportant than that. All our livelihoods dependon clean water and good environmental conditionsso we are delighted to be playing our part to helpimprove the situation where we can. It protects thefuture of fishing.”

The message is that all manufacturers should lookto follow Eagle Claw’s lead, but it’s also true thatsome will find it less easy to define their brands as‘green’. Eagle Claw, says Chris Russell, has been ableto capitalise on a rich heritage of environmentallysound products and business practices. In short,anglers trust its green credentials and it has been ableto develop and promote a product range around that.

“Eagle Claw has always given thought to the

environment from a manufacturing standpoint. Forexample, the water we release back into the Denverwater system is cleaner than when we first get it.

“And we have been involved in circle hooks R&Dfor years. In fact, Eagle Claw was a pioneer 25 yearsago in making circle hooks mandatory wherever theycould be in order to reduce fish mortality. We havealso been selling and marketing a large assortment oflead replacement weights throughout the world. Sowe feel Eagle Claw has a very strong ‘green base’ tobuild from.”

The impetus for the Fish Green initiative camefrom the very top. Eagle Claw President John Jill-ing announced that he wanted to capitalise on thecompany’s credentials to become a ‘leader in thisfield’. The key decision was to acquire the technologybehind Bioline, which at the time existed in a verydifferent industry – medical stitching.

Bioline was acquired a year ago. At the time it was

Bioline, the world’s first eco-friendly biofilamentwill be the flagship product in a 500-stronginventory under the new ‘Fish Green’ banner.“We’re helping protect the future of fishing,”says Eagle Claw’s Chris Russell.

“Yes, there is a commercial win here, but this is moreimportant than that. All our livelihoods depend on cleanwater and good environmental conditions.”– Chris Russell


The science behind BiolineBioline is made from a specialised formula of 100%biodegradable polymers. Unlike traditional mono-filament, Bioline’s special polymers are engineeredto retain their full tensile strength for the first 10-12months of use. After that time, bacteria begin tobreak down the line at the surface. The line com-pletely biodegrades within five years with the aid ofbacteria, sunlight and moisture. Bioline packagingis also an environmentally-friendly product. Theclam cover is designed to be air and water tight, re-usable, recyclable and will protect Bioline for manyyears if stored in a cool, dry place.

a small fishing division of a much larger medicalcompany that specialised in biodegradable line forhospitals. Eagle Claw purchased the fishing divisionand all rights, technology and patents. It was, saysChris Russell, the perfect fit for what Eagle Claw waslooking to achieve.

“We felt the product had real merit but neededthe credibility of a strong brand that consumers wereused to using. By marrying Eagle Claw and Bioline to-gether it makes for a trusted brand and an innovativenew product that consumers are willing to try.”

The strength of the proposition has yet to befully tested (“It’s too early for sales figures,” saysRussell) but feedback from distributors at EFTTEXand ICAST and from retailers has been positive.

“Fish Green products will be availableinternationally,” says Chris Russell. “Consumerswill see the logo on the packaging of all ourproducts that have a distinct advantage over whatis currently on the market.”[email protected], +1 720 941 8667,www.eagleclaw.com/site/fish-green

“By marrying Eagle Claw and Bioline together, it makesfor a trusted brand and an innovative new product thatconsumers are willing to try.”– Eagle Claw

Th st th f th itio ha t to b

The new Fish Green logo (left) and (above) someof the 500 environmentally sound Eagle Clawproducts that will carry the logo in future.


COMMUNIQUÉ

20

New body takes control of$20 billion Gulf oil spill fund


Angling businesses seeking compensa-tion for losses caused by the Gulf oilspill are being urged to check the statusof their claims well ahead of the finaldeadline of November 23rd. That’s

because the responsibility for overseeing the claimsprocess has been transferred from BP to the GulfCoast Claims Facility (GCCF), an independent bodywhich was established following an agreementbetween the Obama Administration and BP officials.

The GCCF is in charge of distributing the $20billion BP Deepwater Horizon Disaster Victim Com-pensation Fund. All personal and business claims and

supporting documentation that were previously filedwith the BP Claims Process have been transferred tothe GCCF. But, warns The American SportfishingAssociation (ASA), claimants must file new forms tothe GCCF to receive Emergency Advance Paymentsor a Final Payment for damages or losses.

In a message to the trade, ASA advises seeking moreinformation about the new claims process. Businessesshould visit www.gulfcoastclaimsfacility.com. Moreinformation can also be obtained at +1 800 9164893 or emailing [email protected].

Additional economic assistance is available throughthe Small Business Administration (SBA). The SBA

is offering Economic Injury Disaster Loans to smallbusinesses that have suffered financial loss as a resultof the Gulf oil spill. The agency will accept loan appli-cations for up to $2 million at an interest rate of 4%.

As of August 20th, all state waters that were affectedby the oil spill have been reopened to recreationalfishing, and approximately 78% of Gulf federal watersare open. ASA says it will continue to work to helpmitigate the impacts of the disaster. For more infor-mation contact Gordon Robertson, Vice presidentand Government Affairs Lead, +1 703 519 9691,x237, Mike Leonard, Ocean Resource Policy Director,x230, or Alyssa Hausman, Policy Fellow, x244.

Some 50,000 visitors areexpected to visit the MasterCongress Centre in theSerbian city of Novi Sadbetween September 28thand October 3rd for the 43rdannual LORIST InternationalFair of Hunting, Fishing andSport. Co-organiser StankoPopovic of Mont PressPublishing, whose Ribolovackiand Fishing International

magazines plus river ecology action group REKAsponsor the show’s product awards and juniorinvolvement project, is confident of raising 2009’sattendance of 45,000.

“The fair is a combined trade and consumerevent which represents the opportunity to presentpossibilities in hunting and fishing tourism, and

domestic and foreign products for hunters and anglers.It is also aimed at nature lovers, and supported by anumber of other events including trophies, catering,horticulture plus a dog show,” said Popovic.

“In fishing terms this is the largest and mostimportant event of its kind in south-eastern Europe.There will be exhibitors, distributors, agents andvisits from neighbouring Croatia, Slovenia, Bosnia,Romania, Hungary, Bulgaria, Montenegro, Slovakiaand Czech Republic.

“Other attractions include environmental protec-tion seminars, a water-themed art section pluscompetitions including cooking fish soup and fishgoulash for visitors and also media crews. Havingdiscounted the price of some ticket categories thisyear I expect more visitors,” he added.

For more information call + 381 21 483 01 05;email [email protected] or visit the websitewww.novisadexpo.com.

Serbian show targets increase

Co-organiser of the LORISTshow: Stanko Popovic.

The Svendsen Sport TradeCatalogue 2011 is nowavailable. The 188 product-packed pages feature all thenew product from Svendsen’sbrands including Okuma,Prologic, DDbait, Savage Gear,Imax, Ron Thompson, Scierraand Hansen. Most dealerswill automatically receive thecatalogue. Others can order itat [email protected] on +45 46 191913.“There is some really amazing stuff to be found amongthe new products,” said Mads Grosell, Head of ProductDevelopment for the Denmark-based company.

NEW SVENDSENCATALOGUE


COMMUNIQUÉ

22

NEW RESEARCH REVEALSINCREASE IN FRESHWATERFISHING PARTICIPATION IN USA


T he numberof Americansparticipating infreshwater fishinghas increased in

the past year, a new nation-wide survey reveals. TheSpecial Report on Fishingand Boating conducted byRecreational Boating andFishing Federation (RBFF)and The Outdoor Foundation

revealed that of the 48 million anglers in the UnitedStates, 41 million are participating in freshwaterfishing. The figure represents an increase of 2% onthe previous year and halts a two-year downward trend.

In announcing the findings of the survey, RBFFPresident and CEO Frank Peterson said: “Althoughoverall participation is down slightly from 2008, we’redelighted to see that freshwater fishing, which is byfar the most popular type of fishing in the US, hasbeen able to reverse a two-year downward trend intoa one-year positive increase in participation.”

The report covers participation by gender, age,

ethnicity, income, education and geographic region.There is much in it that will cheer the industry in theUS, not least the proportion of anglers that are under18 years of age; this ‘next generation‘ of anglers, thesurvey finds, makes up more than 23% of all fishingparticipants.

Altogether, there are 11.2 million fishing partici-pants aged six to 17, which is unchanged from 2008.The survey also discovered that youth participationin fishing drops from 25.4% among those aged six to12 to 19% among those aged 13 to 17. Time, othersports/activities, schoolwork, TV and video games arecited as barriers. Female participation in fishing fallssignificantly more than males through adolescence,down 44% as opposed to 12.9%.

“This Special Report is full of valuable informationto help stakeholders shape their future marketing andeducation programmes,” said Peterson. To prove thepoint, RBFF worked with The Outdoor Foundationto launch a major youth outdoors movement in thesummer in New York City’s Central Park, where 500youth delegates convened to discuss ways to motivatemore kids to spend time outside.

The ideas included making outdoor classes a

requirement in schools; providing local opportunitiesfor outdoor jobs and careers; promoting safer parkswith free events and youth programmes; formingpartnerships with universities to provide internshipcredits for students who help educate, providerecreation experiences and mentor the youth onoutdoor issues; and creating a social norm that movesaway from electronic companionship and towardoutdoor experiences.

“The future of any sport lies in engaging itsyoungest members, so reaching individuals in theirearly years is critical,” said The Outdoor Foundation’sExecutive Director Christine Fanning. “The SpecialReport includes some important insights to motivatingnot only youth, but also adult participation infishing and boating.”

RBFF is a non-profit organisation whose mission isto increase participation in recreational angling andboating, thereby protecting and restoring the nation’saquatic natural resources. It helps people discover,share and protect the legacy of boating and fishingthrough national outreach programmes including theTake Me Fishing™ campaign and Anglers’ Legacy™.Email [email protected] or visit www.rbff.org.

A Special Report conducted by RBFF has provided key insights intoboating and fishing participation patterns in the world’s largest anglingmarket – and there is enough good news to cheer the trade.

“We’re delighted that the most populartype of fishing in the US has been ableto reverse a two-year downward trend.”

RBFF President and CEOFrank Peterson.


Child’s play: in 2009 more than 11 millionunder-17-year-olds went fishing.

“There are 20 million boat owners in the US”● 7.3% of all Americans aged over 16 (approximately 20.5 million) own a boat.●Nearly ten million outdoor enthusiasts are considering boat ownership.●Bass boats are the most popular boat type at 18.6%, followed by deck/pontoon at 14.5%.● The majority of owners (78.5%) own only one boat. Nearly 50% of boaters purchased their boat new,

and of those, 87.2% purchased from dealerships. Those buying used boats sourced them primarilyfrom friends and newspaper ads.

● In 2009, more than 50 million participants (17.9% of Americans) aged 16 and older went boating. Thisresulted in a total of 705 million boating days in 2009, with 21 average annual days spent on the water.

● After cruising, fishing from a boat is the second most popular boating activity.

“Youngsters hold the key in freshwater”● In 2009, fishing participants made 996 million outings (down slightly from one billion in 2008).●More than 45% of fishing participants say the economy impacts how often they participate

in outdoor activities. More than 85% of those fishing participants plan to spend more timeparticipating in outdoor activities in 2010.

● Freshwater fishing is most popular among young people, with more than 22.5% participationunder the age of 18 (down slightly from 24.6% in 2008).

● The largest age bracket of saltwater fishing participants is over the age of 45, making up48.1% of all participants.

● Fly fishing has significant growth opportunities across a number of demographics, particularly females(25.2% of participants), minority groups (21.5% of participants), and youth (16.1% of participants).

“Hispanics are fishing more often”● 13.6% of Hispanics over the age of six fish – more than 70% are male.● In 2009, Hispanic fishing participants made more than 62 million annual outings

(up from 45.8 million in 2008).●Hispanic youth ages six to 12 have the highest participation rate among all age groups (17.4%).

Recently-appointed MarketingVP of the Recreational Boatingand Fishing Foundation (RBFF),Michelle Lampher, will be a“tremendous asset” in growingparticipation in the US, saysRBFF President and CEO FrankPeterson.

“Michelle is a proven leaderand successful marketing expert,”added Peterson. “She has priorexperience as a business owner

and marketing developmentspecialist, as well as youth education experience.”

Lampher, who will provide marketing strategy for theFoundation’s products and programmes including theaward-winning Take Me Fishing campaign, will executea consumer marketing plan that integrates advertising,communications, event marketing and stakeholderadoption of the Foundation’s brands. She will also overseethe development of corporate sponsorship packages tosupport RBFF programmes, products and outreach efforts.

The role combines both her professional and personalinterests. “My family has always fished so I’m thrilled tofurther this legacy utilising my youth education and mar-keting experience,” Lampher told Angling International.“Increasing participation is paramount. We’re working todo that by identifying new methods to keep anglers en-gaged, encouraging avid anglers to introduce newcomersto the sport and developing fun, experiential educationalprogramming to engage youth.”

Lampher was formerly President of Better WorldStrategies LLC, a consulting firm providing strategic plan-ning, marketing and development services to non-profitorganisations. She also worked for the US Department ofState’s Bureau of Educational and Cultural Affairs and hasheld executive positions with Youth For UnderstandingInternational Exchange and the National Association ofSecondary School Principals.

New appointmentstrengthens RBFF

Michelle Lampher hasjoined as MarketingVice-president.

OTHER KEY FINDINGS

BOATING

FISHING

HISPANIC PARTICIPATION


COMMUNIQUÉ

24

ICAST 2010 hosted more than 7,200 representatives of the sportfishing industry over its three days, around 200 less than the previous yearfewer people at the show. The 413 exhibitors (occupying 1,223 booths) numbered 17 more than last year. More than900 international attendees outstripped last year’s comparative figure of 700 and indicates ICAST’s growing appeal to overseas buyers. Once again, ICAST attracted attendees from


Florida was always going to be ahard act to follow. Last year’sICAST show was an amazingsuccess and the turnout of deal-ers silenced the doubters. But if

anybody in the business was in any doubtthat Las Vegas remains a top attraction forthe world’s fishing tackle industry then this

year’s spectacle surely put their minds at rest.Figures released by the American Sport-

fishing Association, the show’s organisers,suggest that 2010 fell only narrowly short of2009. With 7,200 industry representativesattending, it’s proof that the gambling centreof the world is still a safe bet!

Each venue will always have its supporters,

if only for geographical reasons. Substantialcash can be saved depending on where youlive. But ASA is now in the enviable positionof knowing that it has two proven venues forstaging its annual showcase.

Quite what it will do with that knowledgeis yet to be seen. ICAST returns to Vegasin 2011 and a contract has been signed for

The turnabout in the fortunes of America’s leading trade show –confirmed in Vegas with another well-attended expo – is an objectlesson in how to reinvent an ailing business, writes Mel Bagnall.

ICAST BY NUMBERS

HOW ICAST PULLEDVICTORY FROM THEJAWS OF DEFEAT

BETTERBUSINESS


of the sportfishing industry over its three days, around 200 less than the previous year in Orlando and perhaps an indication that some companies deployedmore than last year. More than 2,200 buyers and 525 media compared to 2,300 and 525 the previous year. However, the

and indicates ICAST’s growing appeal to overseas buyers. Once again, ICAST attracted attendees from 63 countries.

Below: Locating theshow in Las Vegasbegan a period ofrecovery which sawsupport from majorbrands like Zebcobegin to increase.

“We needed to show the leading companiesthat we could change things. The show wasthe number one priority.” – Jeff Pontius

Orlando for 2012, but beyond that the jury isstill out. Some insiders predict the show willeventually alternate between Orlando andVegas, but reports that this decision hasalready been taken are premature.

Outgoing Board Chairman Jeff Pontius con-firmed that a membership survey had showed46% in favour of Vegas and 43% preferringOrlando. “We have never seen that level ofsupport for another city and it seems likelythat from time to time we will use Orlandofor ICAST,” he said.

“We have signed the contract for Orlandoin 2012 and we have the options for both forthe following two years. Orlando is certainlychasing us – it is the only US city growing itsnumber of trade shows right now. We will ex-tend the time horizon for booking venues asconvention centres need a certain lead time.”

This year’s show was certainly confirma-tion, if any was needed, that ICAST hasrecovered from the problems experienced adecade ago. It has spectacularly reinventeditself. With the ASA leadership being accusedof not being in touch and spending toomuch time focused on Washington ratherthan its membership, the show had declinedfor several years, as had support for the As-sociation.

Shimano wasn’t attending the show,Daiwa’s presence was intermittent and Zebcowas ready to pull out. The ASA’s responsewas to move the show from city to city andto try to add further attractions. In 2000 itco-located with the Bassmaster Classic inChicago, but the show was poor and concernincreased.

A turning point came when current Presi-

dent and CEO Mike Nussman succeededMike Hayden, a former Governor of Kansas.“It was the first step in the Board recognisingthe problem and resolving to fix it,” recalledPontius. “We needed to show the leadingcompanies that we could change things andwe needed to address the show – which wasthe number one thing the membership wasasking for.

“Delivering the show was the first priority,a basic function. It also funded a lot of otheractivity, so it made sense to focus on it.

The second step was appointing key peo-ple – including Maria Del Valle – to run theshow, and the third step was to stay in onelocation, Las Vegas, and get the show fixedand healthy.”

Efforts were made to listen to the showcommittee, to people who had run showssuccessfully in other industries and to act onresearch conducted among its members.

ICAST hasn’t looked back. Shimano wasconvinced back onto the show floor andDaiwa and Zebco re-committed. Today theAssociation has a strong balance sheet and nodebt. It has the potential to borrow if neces-sary. Changes continue to be made (the NewProduct Showcase was updated in 2009) andthe change to Orlando was a brave butsuccessful innovation.

Vegas 2010 is evidence that ICAST is stillmoving forward, despite the harsh economyof the past two years, ongoing access issuesand the cruel Gulf oil spill.

>


COMMUNIQUÉ

26 Angling International October 2010

Frédéric ParrierAdvancium Technologies“We were a first time exhibitor at ICAST this year. Wewere very busy and met most of the people we wereexpecting to see there. The show was well organisedwith great professionalism and it was a great successfor us. I’m very satisfied.”+33 4 72 784 [email protected]

Ben SecrestVP Sales & Marketing, Accurate Fishing Products“The 2010 ICAST was a good show for us to see ourcurrent domestic customer base as well as meet somenew international dealers. We heard from many ofour dealers that business was slower this year thanthey had seen in some time, but the high-end goodsgave them an opportunity to capitalise on sales tothose consumers with a disposable income. Businesshas been steady for us with both domestic andinternational customers focusing more on highermargin products and doing a better job of sellingthe goods with more product knowledge focus. Ingeneral the economy has made both manufacturersand dealers bring their game up, selling products tothe consumer for specific product use. This gives theconsumers a more positive experience and createsfurther opportunities for the dealers to do morebusiness with repeat consumers because they haveestablished credibility with their customers.”+1 951 479 0909 [email protected]

Yvette RodriguezEvent Manager/Marketing Coordinator, American FishingWire/Hi Seas“ICAST in Las Vegas this past July proved to be avery important show for us to increase brand aware-ness and media publicity. We introduced severalnew wires such as Titanium Surfstrand, which hasunmatched flexibility for a leader wire, and CopperSurfstrand, which sinks more rapidly than stainlesssteel for deeper trolling. Although ICAST typicallyisn’t an order writing show for us, it did provide theopportunity to meet and establish new contacts and

solidify our relationship with current customers. Ourbrand new booth display was also an important factorto expose our products to the industry and media in amore professional exhibit. The contemporary exhibitshowcased our products effectively and undoubtedlywas noticed by more people. It proved to the industrythat we are a growing company doing our best to gainmore market share – successfully – in the saturatedmarket of fishing lines.”+1 610 466 6100 ext.102www.americanfishingwire.comwww.hiseas.netyvette@americanfishingwire.com

Sandrine WeissDelalande Pêche“Our first ever ICAST was an interesting show. As amanufacturer and designer of lures, we were able tomake very good contact with wholesalers, retailersand famous American guides. We also met manypeople from the South American countries. Theywere very interested to see that we manufacture softlures and jig heads in Europe, and amazed to see theshapes of our lures and how they fish. Those lookingfor new and quality products found ours to be verygood value.”[email protected]

Tim CarterMarketing Manager, Halco Tackle“As far as business was concerned, this ICAST waswithout doubt our best ever. We saw all of our majorclients and we also had the opportunity to speakwith a number of major prospective clients. Visitornumbers to the show may have been down a little byour estimates, but the people that attended were highquality and that’s what’s important. We also had achance to take all our reps through the whole productline again, enabling them to impart the necessaryproduct knowledge onto the dealers so they can sellthe product with confidence. The venue is top notchand on a par with Orlando. We like the idea ofalternating between the two venues but will wait tosee what the organisers come up with in the future.Maria Del Valle Hamilton and her team do an extraor-dinary job and know how to put on a great show.”+61 8 9430 5080

Keith KesslerManaging Director, Aquateko“ICAST 2010 was better than I expected given theeconomy, oil spill and location of the show. I foundthe attendance from foreign companies to be quitegood while US dealers were really lacking. I wassomewhat disappointed in the lack of Midwest andEast Coast buyers. I truly believe that this showshould alternate between East Coast, West Coast andpossibly Texas locations every year. Given the amountof annual dollars spent on fishing on the East Coast,not being there on a regular basis reduces the attend-ance significantly and forces the cost/benefit analysisto be replayed each and every year. Since the show isalready scheduled for Las Vegas next year, we may at-

tend. But if the location doesn’t change, ICAST 2012will probably be a year that we skip.”+1 904 273 7200 www.aquateko.com

Daniel CornellCEO, Boomerang Tool Company“Vegas is a great venue because it brings fresh andsalt fishermen. Orlando was heavily biased towardssaltwater. While we offer products for both, the widerthe audience the better. All of our relationships havecome from ICAST. The attendee flow is light and alarger percentage of folks are guests and advertis-ers, but at least the guests are enthusiasts! We thinkmagazines like Angling International can act like tradeshows for us, but consumer advertising has beenunmeasurable. Brand matters, but dealer network ismore important to us at this stage. The new productshowcase is a yawn and lacks any zip. Not enoughcategories include different products and you seemore innovations walking the aisles. That is thesecond largest missed opportunity at the show. Theother is the lack of very special treatment for ‘buyers’that have been vetted. Most tell me they don’t learnenough to justify the cost of attending show. Havingsaid that, we will always attend ICAST and try to getsome change. Trade shows work for us in pursuingour goals.”+1 650 949 5313 [email protected]

Linda SheldonVice-president, Flying Fisherman“The 2010 ICAST show was a good venue for theglobal sportfishing industry and its representatives tocommunicate their product messages to the powersthat be… buyers. It’s the best annual opportunity topresent new products to sales reps, existing custom-ers and the media, and attract new buyers, both fromthe US and abroad. Being based in the Florida Keys,we enjoyed the Orlando venue. However, the LasVegas show seems to provide a lot more after-shownetworking opportunities, especially in the HiltonHotel headquarters. Overall, this year’s show was asuccess for the Flying Fisherman brand.”+1 305 852 8989 or 0800 335 9347www.flyingfisherman.com

Scott MontgomeryVice-president of Operations, Big Bite Baits“We felt the show was very good from our perspec-tive. Our booth was busy all three days and we hadgood meetings with our current customers anddeveloped some relationships with new customers.Our new products were very well received and wehave received a high number of orders since the showconcluded. We also had good meetings with our mediaand advertising partners during the show. All of oursales reps attended and it was a good opportunity toreview programmes with them, discuss opportunitiesin their territories and educate them about newproducts. Vegas is not our first choice of places tovisit but ICAST shows held there are always wellattended and we were pleased with the outcome.”[email protected]

BETTERBUSINESS

HOW ICAST PULLEDVICTORY FROM THEJAWS OF DEFEAT

>“This ICAST waswithout doubtour best ever”What the exhibitors saidabout Las Vegas 2010.


COMMUNIQUÉ

28

Molix to sell its lures in Japan


Italian lure companyMolix has estab-lished a new jointventure company todistribute its prod-

ucts in Japan. Runningthe new business is PaoloCartocci Uchida who willbe based in Hiroshima.Product is already available.

“The co-operationbetween Molix and Uchidawill drive innovation and

development of products for the Japanese market,”said Molix International Sales Manager Paolo Vannini.“We have started with the products we have, backedby good inventory and product line. But we willdevelop products especially for Japan in the future.

“We considered several other options with big

distributors but preferred to workwith an appointment who will betotally focused on selling Molix. It isour policy to work with people wholove the company and its productsso we can grow that person anddevelop them over time in linewith the company’s objectives.”

Vannini believes that the marketin Japan is changing and thispresents an opportunity. “TheJapanese have traditionally favoureddomestic products but the situationis gradually changing there. We seea change of mentality in the greateracceptance of imported products.”

Further information [email protected], +39 051 887919 or www.protackles.com.

Canadian braid manufacturer Spiderthread hashired Charismatic Marketing to help it break intoEurope. Charismatic boss Chris Leibbrandt will bethe company’s factory representative for sales andwill also assist with advertising, media coverage anddistributor agreements.

Spiderthread’s CEO Barry Westall explained:“Europe as a market for North Americans is quitetricky, so we wanted more than just a salesman. Wewanted someone who knows the market inside-out,who understands the finer points of marketing andhow to get a brand known. Chris’s experience inmarketing and advertising will help us find theright distribution channels and the most effectiveadvertising methods.”

Leibbrandt welcomes the idea of working with a“special product” that he saw first hand at ICAST inLas Vegas in July.

“Spiderthread has already done a great deal tomake this product succeed, creating a high tensionbonding system to produce a compact, roundbraid,” he said. “But what really differentiates the

brand is not just the technical performance but theexceptional branding. The look and packaging willappeal to a young and fashion-conscious market,particularly in the predator market.”

UK contact: +44 1684 296695, [email protected], www.charismaticmarketing.com.Canada contact: +1 905 683 8989, [email protected], www.spiderthread.ca.

Sasame celebrates opening of new warehouse

Daiwa has added further momentum to EFTTA’scampaign to clean up line labelling by signing theAssociation’s official line charter. The huge Japanesecompany, with offices around the world, joins otherbrands including Powerline, Ockert, Parallelium, Sufixand Fox International.

Daiwa’s commitment is powerful support for EFT-TA and its CEO Jean-Claude Bel, who is determinedto stamp out the practice of companies printing mis-leading data on their products by getting the industryto commit to a common, best-practice pledge, thusexposing those companies who decline to be involved.

EFTTA has pointed out that dishonest claims online packaging create an unfair competitive advantageand that honest companies are penalised. PresidentPierangelo Zanetta has already written to the industrywarning that failure to comply to correct labelling canbe very dangerous financially for those companiesfaced with heavy fines.

Angling International will bring you monthly up-dates on the EFTTA Line Charter, printing the namesof those businesses who have signed.

DAIWA PLEDGE

Paolo Vannini: “The Japanesemarket is changing.”

Paolo Cartocci Uchidahas been appointed torun the new business.

Sasame, the Japanese manufactur-er of hooks and other fishing tackleproducts, will celebrate the comple-tion of its new five-storey office andwarehouse facility by inviting morethan 150 trade guests to an officialopening party on September 29th.

Export Manager Takaki Oda toldAngling International that around

50 domestic wholesalers, the com-pany’s overseas distributors anddomestic suppliers, plus representa-tives from well-known chain stores,had been invited to the occasion.

“This is a big step forward forSasame and we want to share itwith our friends and customers fromthe industry,” he said.

Sasame has been making hookssince 1946 and began overseassales 12 years ago. The expand-ing company also produces lines,swivels, reels and accessories andhas overseas subsidiaries in Chinaand Thailand. For further informa-tion email [email protected] orcall +81 795 772622.

Completed: the new buildingalso has office space.

Spiderthread targets Europe


For more details and to discuss terms, contact Angling InternationalDirector Rob Carter on +44 1733 392975 or email [email protected]

GENUINE

OPPORTUNITY

Angling International is firmly established as a respected media brandin the angling trade. It is the official magazine of EFTTA and the EFTTEXtrade show and is mailed monthly to more distributors and wholesalers inEurope and the rest of the world than any other international trade title.

More and more US companies are recognising the advantages of usingAngling International to grow their international businesses.

As part of this strategy for accelerated growth, the magazine has animmediate need for an experienced sales agent in the USA. The rewardsare there if you can prove:

● You are a self-motivated self-starter with a proventrack record in on-page sales in the US anglingindustry

● You have strong connections among the keydecision-makers in the US angling trade

This is a genuine opportunity for the right person.References from within the trade will be taken.

Can you help take angling’s fastest growingtrade title to the next level?

Now we want to make Angling International theNo.1 choice for American exporters.

Sales agentwanted in USA

ASA RALLIESTHE US TRADE

The new campaign tokeep America fishing p25


September 2010 Issue 32

The new campaign tokeep America fishing p25


WHY SINTRIX REALLYMATTERS FOR THE FLY MARKET

BESTFOR NEWS

AND PRODUCTS

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11,034

BUSINESSES

EUROPEANTRADENEWSCarp Zoomlaunches newhardware range p18

New dealstrengthens Zebcoin Scandinavia p21

Ockert launchesinto South Africanmarket p8

PLUS

Angler Proappointed byAmerican Tacklein Europe p10

ANSPO adds newconsumer area toshow p16

hardware rangerange p18

IS FLY SECTORBOUNCINGBACK?Key industry figuresreveal their renewedoptimism aheadof Denver.

“I feel great about the show”Show Director Randi Swisher prepares for the new IFTD p6

“This is the best rod ever. Period.”Steve Rajeff on the G.Loomis NRX p46

“This has been our best year for rod sales.”Snowbee’s Simon Kidd on his company’s rise p46

“We’re maintaining our sales worldwide.”Jeff Wieringa on Scientific Anglers’ launch strategy p41

The fourth annual Brazilian Sport FishingTrade Show has been hailed as an over-whelming success, with visitor numbersand sales soaring during the three-dayevent which took place in Sao Paulo

between August 3rd and 5th.Exhibitors and attendees flocked from all over

South and North America to the Frei Caneca Conven-tion Centre, where they were rewarded with buoyanttrade from a record number of attendees.

The show’s organiser Fernando Baracho Martinelliadmitted he was pleasantly surprised by the turnout,and has already instigated plans to expand next year’sevent to cope with the burgeoning demand.

“The show was a great success, far exceeding ourexpectations. We had about 55 exhibitors this year,including many heavyweight brands such as Shi-mano, Daiwa, Penn, Strike Pro, Quantum and EagleClaw. They enjoyed an amazing 50% hike in salescompared to 2009’s show, and almost all of themhave already confirmed they will be coming againnext year.

“In addition, visitor numbers rose by 20% toapproximately 5,000,” said Fernando, who believesBrazil’s strong economy and rapidly expandingsportfishing sector were the main drivers behind thegrowth.

He added: “There’s little doubt that the Brazilianfishing market is booming, fuelled by a strong internaleconomy. We added an extra 500 sqm of floor spacethis year, and had six new companies exhibiting. For2011, we are expanding the show’s floor space byan extra 2,500 sqm to accommodate a number ofcompanies who wanted to come but who we justcouldn’t fit in.

“In particular, next year we are expecting morecompanies from the tourism sector, which will be an-other step towards consolidating the Brazilian show’sposition on the international fishing show calendar.”

Line company First Dart was among the exhibitors

WHY YOU NEED TO BOOK YOUR STAND AT EFTTEX TODAY See p46


and Group Marketing ManagerSimon Henton was full of praisefor the show.

“It was excellent, better than Iexpected. The level of profes-sionalism from the exhibitorswas as good as EFTTEX butit was the optimism from thevisitors that made the real dif-ference. The Brazilian market isreally developing fast and theorganisers are working hard tocapitalise on it. The mechanicsof the show worked really well– with no problems with set-upor take-down. It was a pleasureto be there and we met manycompanies interested in ourproducts on an OEM basis. Wehave several ongoing conversations about appointinga distributor for our FirstDart brand.”

These sentiments were echoed by Nick Clark,exhibiting at Sao Paulo with North American tacklemanufacturer Eagle Claw.

“The show was professionally produced and well-attended and we developed many new relationshipswith people from different parts of the country. Ouroverall goals were easily achieved. I was particularlyencouraged by how hard the industry is working to-gether on all levels to promote sportfishing in Brazil.

“This seemed to be an underlying theme of theevent and gave me the impression that the country’sfishing tackle trade will continue to grow for years tocome. I hope they will continue to promote the showlocally and also internationally. With time I am posi-tive that it will become recognized as South America’slargest sport fishing trade show and attended by morepeople from neighbouring countries there and fromaround the world.

“This was the first year Eagle Claw directly partici-pated in the Brazil trade showand so in many respects we weretesting the waters. We showedmany new products and theoverall response was extremelypositive. As we are committed toproviding quality fishing tackleto Brazilian anglers, I believe fu-ture shows may prove ever moreimportant to our success in themarket. We are looking forwardto participating again next year.”

Fred M. Daniell, ExecutiveVice-president and GeneralManager at Kureha America Inc,

which manufactures Seaguar fluorocarbon line, didn’texhibit at the show, but was impressed by what hesaw as a visitor.

He said: “This was my first time at the Brazilianshow, and I thought it was both well structuredand well attended. The enthusiasm shown by bothattendees and exhibitors was particularly impressiveand we firmly believe that the Brazilian market isdeveloping very robustly. We are certainly lookingforward to future growth opportunities in Brazil.”

Increase in show visitors provesBrazil is on an upwards curve

Above and below: Heavyweight brands have been buoyed bythe optimism in Brazil , a fact borne out by the huge number ofserious buyers that attended the latest show in Sao Paulo.


COMMUNIQUÉ

32

ASA calls on members to fightnew US proposal to ban lead


The AmericanSportfishingAssociation(ASA) is urg-ing members

to voice their opposition tohighly contentious propos-als by the US governmentto ban all lead products infishing tackle.

Such a ban would havea devastating effect on theUS recreational fishing

sector, which generates more than $45 billion inretail sales with a $125 billion impact on the nation’seconomy, creating employment for over one millionindividuals.

The proposals came to light when the Environ-mental Protection Agency (EPA) was petitioned bythe Center for Biological Diversity and four otherorganisations to ban all lead in fishing tackle underthe Toxic Substances Control Act. The banencompasses a wide range of popular tackle items,including sinkers, jigs and weighted fly lines, as wellas lead alloys such as brass, which is often used inlures and spinners as ballast.

The Center for Biological Diversity claims theban is needed to reduce the number of ‘birddeaths caused by the ingestion of lead sinkers andjigheads’. However, this has been countered by arecent study conducted by the US Fish and WildlifeService, which found that less than one percent ofall waterfowl and other birds are killed by lead sinkeringestion.

Four days after the petition was filed, the EPAbowed to pressure from the US shooting andhunting fraternity and excluded ammunition fromthe proposed ban, and now the ASA is calling for thefishing industry to stand up and be counted beforeits too late.

Gordon Robertson, Vice-president of the ASA,told Angling International: “It’s hard to judge themagnitude, both social and economic, that such awide-ranging ban would have. Their claims aboutthe effect of lead sinkers on waterfowl are simplyunsustainable – there are far greater threats to thesecreatures, such as pollution, shoreline developmentsand commercial fishing nets.

“The alternatives to lead all have their limitations.Carbon steel could only be used as slide-on sinkers,and not split shot; tin is OK for split shot, but is sixtimes as expensive; and tungsten could only be tied

on, or slid on the line, and is 14 times as expensive aslead. Anglers simply wouldn’t pay these costs.

“The really scary thing about the proposals is thatit’s not just sinkers that are under scrutiny, but allfishing items that contain lead. This could includemany reels for example, some of which contain brass,a lead alloy.

“They tried to pass a similar petition in 1994, butit was very unpopular and they soon discovered theirscience was flawed. We need as many people aspossible to submit comments opposing the bandirectly to the EPA. More than 14,000 people didso in the week after we released our policy alert, andhopefully that figure will grow considerably beforethe deadline on September 15.”

Many of the biggest companies from the Europeancarp scene will be descending upon the TT RaceComplex in Assen, Netherlands, on November 27thand 28th for the second annual CarpEvenTT show.

Organisers are confidently predicting that thisyear’s event will be at least twice as big as the inaugu-ral show in 2009, with 65 leading exhibitors alreadysigned up, compared to 30 twelve months ago.

Among the heavyweights planning to takeadvantage of the 6000 sqm of floor space areWychwood, Venture, Gardner Tackle, Richworth,Greys, KGB-Baits, Ultima, Enterprise Tackle, PBProducts, Hengelsportmekka, Rig Marole, AdvancedTechnology Tackle (ATT) and Century.

Said Wychwood’s Marketing Manager Nic Brown:“CarpevenTT gives us the perfect opportunity todisplay our new ranges for release in spring 2011. Itis such an interactive event and the best opportunityin Europe to get our products into the hands of realanglers.”

Visitor numbers are also expected to showa marked increase on last year’s tally of 2,000,

although three days ofheavy snow in the run-upto the 2009 showseriously impacted onattendance levels.

As well as a host ofdemonstrations andtutorials, attractions willinclude a huge indooraquarium holding carpweighing in excess of35lb, while on the three-acre lake situated outsidethe TT Hall five leading Dutch carp anglers will betaking part in an overnight fishing match.

The TT Hall is located next to the A28 highway innorthern Holland, and opening times for the showare 10am to 6pm on both days. Admission costs areEUR9 for adults and EUR4 for children aged 6-12,with no charge for under-6s. There is free parking.

For more information contact organisersMirjam Huijzer and Hans van den Brink on

Gordon Robertson: “We needas many people as possible tosubmit comments.”

Second Dutch carp showset to double in size

+31 592304083 or +31 654227538. Or [email protected] or visit www.carpeventt.nl.

HOW YOU CAN HELPThe EPA has opened the petition for publiccomments. Please oppose the ban by officiallysubmitting your comments using the EPA’sdedicated comment page at www.regulations.gov.Comments are due by September 15.Alternatively, log on to the websitewww.keepamericafishing.org and click the‘Take Action Now’ banner on the right-hand side.

34

Organiser John Millyard:“The quality of buyers wasexcellent this year.”

Show ‘exceeded ourexpectations’ – AFTA



COMMUNIQUÉ

The lingeringeffects of theglobal financialcrisis failed todampen spirits

at last month’s AustralianFishing Tackle Association(AFTA) annual show, wherethe mood among exhibitorswas described as ‘universallyoptimistic’. The three-dayevent, held at Queensland’s

Gold Coast Convention Centre between August 14thand 16th, was attended by 277 companies fromAustralia’s retail and wholesale sector, downfractionally from 281 the previous year.

An extra 20% of floor space was made available toexhibitors, the majority of whom have already signedup again for next year. According to organiser JohnMillyard, the only area of the show which suffereddue to the credit crunch was the newly-introducedmarine accessory sector, but he expects this situationto be rectified by the time next year’s AFTA showcomes around.

“The quality of buyers was excellent and all of theexhibitors were extremely happy with proceedings.The show exceeded expectations on all counts and Iwould like to congratulate all the companies on thehigh quality of their displays.

“We already have expressions of interest from asizeable group of new exhibitors keen to take part

next year,” he added. “The global financial crisis hada substantial effect on the marine industry in Australiaand as such we were unable to promote the fact thatthe show had a marine accessories sector. Neverthe-less, a handful of exhibitors from the sector did takepart, and we have a strong commitment from manyothers for next year.” he added.

Lucio Sirotti, Export Director for tackle box manu-facturer Plastica Panaro, joined his new Australiandistributor Platinum Marine at the show. “I am veryhappy with the response. It was very positive, espe-cially for our 501 Superbox and 138 Spinning box,”he told Angling International. “The quality of visitorswas high and though some people said it was a bitslow, we did not find that to be the case.

“I believe all the main buyers were there, althoughthey may not have taken all their staff for reasons ofeconomy. So, visibly, there may have appeared fewer

people but in reality everybody was there. Listeningto other exhibitors, the show has been pretty good.”

The show also provided an opportunity for AFTAto raise the profile of its new consumer website,www.lovefishing.com.au, which was launched atlast year’s show. “The website had a stand and wasactively promoted to exhibitors and wholesalers alike.We hope to build it into the leading fishing referencesite in Australia,” said John.

Taylor reconstitutesSBSBaitsLtdUK business SBS Baits haswritten to its European dis-tributors to advise them that ithas become a limited companyand that all intellectual prop-erty rights, stocks and tradingagreements have been trans-ferred to the new company.

SBS Baits Ltd is owned bywell-known specimen anglerand writer Des Taylor. Heexplained that the decision torename and reconstitute hiscompany is “not unrelated tothe fact that another businessbased in eastern Europe hasregistered the trading style thatwe previously operated.”

SBS Baits Ltd is currently indiscussion with SBS Baits inEurope Ltd, based in Hungary.The two companies purport-edly reached an agreement inDecember 2008, but AnglingInternational understands thatthe agreement ran into difficul-ties last year and these are yetto be resolved.

Taylor’s letter states: “Forthe avoidance of any doubt wecan state that our company,the Original SBS Limited,based in England, is the com-pany that has developed theSBS products and supplied,successfully, our home and

European markets for morethan 20 years.”

The letter invites recipi-ents to visit his website forthe latest information on hisproducts and services andcontinues: “Any contact fromany other supplier attemptingto sell SBS products, you willhave to view wholly inde-pendently. It is a fact that thetrademark is registered with acompany other than ours. Itis equally a fact that there isno constraint or restriction ofany kind on our business, orour business’s customers, inrespect of future dealings.”

Angling International spoketo Petr Barancic and ZoltanKovacs, at SBS in Hungarybut they declined to make anycomment for publication. Theyare purportedly talking on anindividual basis to distributors.

Taylor said that he wouldstill prefer to resolve any prob-lem in a conciliatory way. “Wecan still help each other makemoney. The time spent on thiscould be better spent sellingbait,” he said.

Taylor also says that “newexclusive” recipes will beavailable from his companyin the future.

LTD

The Original

Made in England

Above and below left: Plastica Panaro seat boxesdistributed by Platinum Marine were well received.


WHAT’S DIFFERENT ABOUT THE BROWNING HYBRID RANGE? See p40

First EFTTA and then ICAST – nowSébile has done it again at the AFTAshow! Following its award successesat the European and Americanevents, the US-based lure companyscooped a further four – yes four!– trophies at the Gold Coast Con-vention Center, bringing its 2010awards haul to an amazing eight!

No company has ever won fourawards at the show before and own-er Patrick Sébile was understandablyovercome. “Ever since I was a littleboy I have dreamed of having myown lure company. Yet never did Iimagine winning so many awards,”

he said from the show floor. “Idearly thank all those people whohave voted for my products andcreated success that surpasses mywildest dreams.”

Sébile also thanked his distributor,Nomad Sportfishing, for introducingthe Sébile brand into Australia withsuch impact.

J.M. Gillies also grabbed theawards headlines on its own soil,winning both the best line and besttackle management categories, whileglobal big hitters Shimano, Daiwaand Pure Fishing (Berkley) were alsoamong the honours.

America’s largest producer of fly fishing consumer showshas announced its schedule for 2011. The Fly Fishing Showseries, owned by Chuck Furimsky, has announced a seriesof seven events running from January to March.The full schedule is:● Denver, Colo, Merchandise Mart

January 7-8-9● Marlborough, Mass, Royal Plaza Trade Center

January 14-15-16● Somerset, NJ, Garden State Exhibit Center

January 21-22-23● Raleigh, NC, Raleigh Fairgrounds January 29-30● Pasadena, Calif, The Pasadena Center February 19-20● Pleasanton, Calif, Alameda County Fairgrounds

February 25-26-27● Valley Forge, Penn (near Philadelphia), Valley Forge

Convention Center March 5-6.

MAJOR US FLY FISHING SHOWANNOUNCES 2011 SCHEDULE

Series owner Chuck Furimsky.

SEBILE WINS FOUR MORE AWARDS

Best small stand Cranka Best medium stand SébileBest large stand Daiwa Best overall stand Shimano

Best environmentally-friendly product Just Fishing Pebble Stone SinkersBest rod Berkley VenomBest reel Shimano Stella FEBest terminal tackle Sébile Soft Weight SystemBest line J.M. Gillies Asari Pearl MonofilamentBest soft lure Sébile Magic Swimmer SoftBest hard lure Sébile Koolie Minnow BRLBest tackle management J.M. Gillies FTO Elite Hydro-FloBest boating accessory and electronics Rodezi RackBest fishing accessory J.M. Gillies Seadog Berley PotBest kids product Big Fish Graphics Little Fish ShirtBest clothing accessories Big Fish Graphics Big Fish ShirtBest giftwear Tacspo Snap Capp

The 2010 AFTA Awards in full Right (from top):Sébile Soft WeightSystem, ShimanoStella FE, Big Fishshirts.


Angling Interna-tional: CGC achievedfantastic growth lastyear. Do you expectthis to continue?Li Jiang: Of course,CGC Expo 2009achieved a greatsuccess. When CGCExpo 2009 ended,

180 companies booked their booths on site.From that moment I knew that CGC Expo2010 could be more successful. By August20th, there were 322 exhibiting companies,which represented an increase of 34.1% onthe 240 companies at the same time lastyear. The number of pre-registered interna-tional buyers was 272 from 42 countries andregions, a 45% increase on last year.CGC looks like it is here to stay. How big canthis show get?The total exhibiting area of the WeihaiInternational Exhibition Centre is about20,000 sqm, so CGC Expo in Weihai couldonly be as large as that because the Weihailocal government has no plan to build alarger exhibition hall. The full name of CGCExpo is China Fishing Gear ManufacturingCenter Expo, which means we have to holdthe exhibition in a stronghold of the fishingtackle manufacturing industry. Weihai, as thelargest fishing tackle manufacturing base withnearly 800 fishing tackle companies, is thefirst choice for CGC Expo. By holding a showin the manufacturing base, it means it is veryconvenient for buyers to visit factories afterthe show. Those buyers can meet numer-ous new local suppliers. In China, there are

“CGC Expo is the bestway for internationalsuppliers to meet futureChinese customers”


COMMUNIQUÉ

In this exclusive interview, organiser Li Jiang explainsthe growth of CGC Expo in Weihai. What began as ashowcase for China’s smaller factories is now somethingelse too: a route for Western companies to supply theirown materials into the industry’s heartland.

“For companies thatwant to enter theChinese market, thisis the best choice.”


several fishing tackle manufactur-ing bases such as Guangdong,Zhejiang, Jiangsu, Hebei, Hubei,Hunan, Anhui, Fujian, andLiaoning provinces, so we wouldlike to alternate between all thesecities eventually.Are there any changes to theshow this year?CGC Expo this year still lastsfour days: the first two days(October 14th-15th) are fortrade buyers only, whetherthey are from China or abroad;the other two days (October16th-17th) will be open tothe public. Besides that, there will be the‘Weihai Carnival’, which will feature a seriesof activities for the public, such as fishingseminars and a lure fishing tournament, elec-tronic fishing games for youngsters and otheroutdoor activities. These activities are aimedat attracting more audiences and cultivatingtheir interest in fishing.Why do you think CGC has proved so popularin such a short time?In my opinion, there are three major reasonsfor the success of CGC Expo: firstly, Octoberis the best time for international buyers toimport stocks for the next year; secondly,Weihai, as the largest fishing tackle manu-facturing base with nearly 800 fishing tacklefactories, is a must visit place for many inter-national buyers; thirdly, the total expense islower for both exhibitors and visitors, sinceaccommodation and transportation are verycheap in Weihai. I also must say that as amember of the same organising committee,

I think the popularity and resources of ChinaFish also to some extent have helped CGCExpo’s fast growth.What product trends are likely to emergefrom CGC 2010? For instance, last year lureswere very strong at the show.Generally speaking, most if not all Chinesefishing tackle companies launch their newproducts around October for both the inter-national and domestic markets. CGC Expois the best time to view these new products.There will be a variety but since many tacklefactories in Weihai produce rods and lures,these two categories will be more prevalent atCGC Expo.How many CGC exhibitors also attend ChinaFish?There are nearly 140 exhibitors that also at-tend China Fish, which represents 27.5% ofthe total number of China Fish exhibitors.

EN InternationalJapanese lures are widely regarded as amongthe highest quality available, but they can alsobe the most expensive. However, the missionof Hong Kong company eN International is tomarket Japanese quality lures at more afford-able prices.

The Usami brand, says the company, usesthe best quality steel, plastics and paints,combined with Japanese and French hooks,to give “outstanding performance and strikinggood looks.”

The Usami range will be on display at boththe forthcoming CGC Expo in Weihai in Octoberand also China Fish in Beijing in February asthe company seeks to attract the interest ofinternational buyers, especially from Europeand America.

The Sino-Japanese joint venture wasfounded in 2009 and plans to develop luresunder its own Usami brand, as well as providingOEM, ODM and OBM services.

“The quality of our lures is just as perfect asthe famous Japanese brands, but our pricesare much lower,” said eN International ownerLydia Wong. “Many anglers are not buyinghigh quality Japanese lures because of thehigh prices.

“So to allow more anglers to enjoy fishingwith the best quality lures we have developedthe new Usami range, combining Japanesematerials, technology, tooling and qualitycraftsmanship with Chinese labour. The endresult is a competitive retail price for top endlures.”

Having researched the Japanese approachand attitude to manufacturing, Usami hasadopted three key cornerstones on which ithas modelled its production – precision prod-ucts, hardcore quality control and a customerservice promise guaranteeing quality anddelivery.

“Our mission is to make available to fisher-men worldwide affordable lures that work againand again,” added Lydia.

r-

e

ll be the

WHY THEY ARE EXHIBITING

Right: Usami lures willbe a feature of bothCGC Expo and ChinaFish in February.

Left and below:The show will alsofeature initiatives togrow fishing in Chinaincluding the popularfishing tournament.

and again,” added Lydia.

Below: Usami productscombine Japanesequality with Chinesemanufacturing.

Going to CGC EXPO?Key times overleaf.


COMMUNIQUÉ


Last year, CGC attracted its first twointernational exhibitors. Do you expectthis to increase this year?The international market now sets muchhigher standards for Chinese OEM products,so Chinese manufacturers have to import bet-ter quality accessories from those internation-al brands. So at CGC Expo, international sup-pliers of materials and accessories can meetmany Chinese manufacturers who will betheir potential customers in the near future.At the same time, the Chinese fishing tacklemarket has been developing very quicklythese past few years, and many internationallyfamous brands have already secured marketshare in China.

For those small and medium-sized foreignenterprises that want to enter the Chinesemarket, CGC Expo may be the best choicesince every year many domestic wholesal-ers and retailers will visit it. This year it isexpected that the attendance among localtraders could reach 1,000, which meansforeign enterprises not only can meet Chinesewholesalers and retailers directly, but also canpromote their brands and sell their productson the ‘consumer days’ (October 16th-17th).

The international trade also needs toknow that, in order to protect the IPR of theforeign exhibitors, we are now negotiatingwith the Chinese IPR officials about whatmeasures need to be taken.CGC is known as the ‘budget show’ becauseof its cheap booths. Will you be able tomaintain these rates and still have aprofitable show?

Holly Kudos returns to the CGC Expo in Octoberconfident that the Weihai show will provideanother boost to its expanding OEM business.The Chinese company made its bow at lastyear’s CGC and it was the exclusive sponsor ofoverseas buyers’ activities for China Fish 2010– and it has not looked back since.

“We took some serious orders during thelast CGC Expo and we expect the same tohappen this year,” said company President WuDong, who confirmed that his company will besponsoring CGC Expo 2010. ‘We have a show-room in Weihai and last year we received agreat number of visitors during the CGC period.

“We will also have a strong presence againat China Fish 2011, though for timing CGCis much better for us than the Beijing show,despite being smaller in size.”

And this year’s CGC could not have come ata better time as Holly Kudos prepares toupgrade its entire products range for theshow’s international audience. A new range ofsea rigs will be displayed alongside its terminaltackle for carp and catfishing, the threeproduct categories where Wu Dong sees themost growth in 2011.

One of the ready-to-go launches in Weihaiis a “revolutionary solution for carp chairaccessories”. To discover the full range visitorsshould head for booth number A223.

Holly Kudos started its worldwide presenta-

tion less than two years ago but is already afamiliar name within the global industry, notleast because of its high profile presence atshows like China Fish, EFTTEX and CGC Expo.

“These shows have had a big impact on ourbusiness. More and more important players inthe European market have come to recogniseHolly Kudos as a name that stands forinnovation, performance and professionalism.We have made lots of new partners at theseshows,” added Wu Dong.

“Any information given to Holly Kudos istreated with the strictest confidentiality. Thisis important to all the big names searching forreliable OEM manufacturers. We have a goodrecord in this respect.”

Increasing demand for product hasresulted in the company expanding itsfactory space and the employmentof additional quality control staff tomaintain product standards anddelivery times. It is also invitingexperienced staff from China andEurope into the company.

Holly Kudos is structured to servemedium and large wholesalers whotend to place orders quickly and in largequantities. For information or to fix anappointment call +86 511 8227 3072,email [email protected] or visitwww.hollykudos.com.

Holly Kudos will be showinga range of new products. “Thetiming of the show is good forus,” says President Wu Dong.

The location of Weihai makes CGC Expo abudget show, since it is a small city. The rentof the exhibition hall, accommodation andtransportation costs are much cheaper thanthe international cities such as Beijing andShanghai. For example, it only needs RMB390 (nearly US$57) to stay in the four-starGolden Bay Hotel in Weihai, while it couldcost at least RMB 800 (US$117) for thesame standard hotel in the big cities suchas Beijing, Shanghai or Guangzhou. TheChinese economy is turning for the betterafter the economic downturn, but it is stillnot as good as 2007. Therefore, we do nothave any plans to raise the booth fee for thepresent – although it is harder to make suchreassurances for the future.CGC is a great route to international marketsfor small to medium-sized Chinesemanufacturers. Do you think its growingpopularity will attract bigger manufacturerswho will want to exhibit. And if so, how willyou react to this?When first establishing CGC Expo, our aimwas to offer an opportunity for small andmedium-sized Chinese manufacturers toenter the international market. As CGC Expobecame more and more popular and becausethe economic conditions in China were notso good after the crisis, some big companiesbegan to exhibit at CGC Expo. However, dueto the limited space of the Weihai Inter-national Exhibition Centre, we do need tostrictly control how much booth space weallocate to the large companies.

Above: Visitors willonce again be a mix ofinternational buyersand local traders.


Holly Kudos

39October 2010 Angling International

SHOW TIMESWednesday, October 13th 7pm-9pmMayor’s reception banquetTicket only eventVenue: Haiyue Jianguo Hotel

Officials from governmental departments relatingto foreign trade will be present to answer anyquestions from attendees. The banquet will fea-ture traditional Chinese food, especially seafood,as well as Chinese music and performances.

Wednesday, October 13th 10am-4pm, 6pm-9pmEarly badge pick-upBetween 10am and 4pm the badge pick-up willbe in the exhibition hall. At the later time badg-es will be available at the lobbies of the GoldenBay Hotel, the Baohai Hotel or the GuangmingGarden Hotel as well as the banquet entrancehall of the Haiyue Jianguo Hotel.

DEPARTS FLIGHT NO. MODEL SCHEDULE FLIGHT TIME AIRLINE COMPANYBeijing CA1827 737 every day 07:45 -- 09:05 Air China

CA1597 733 every day 11:55 -- 13:15CA1587 737 every day 17:10 -- 18:30

Shanghai FM9255 CRJ every day 12:25 -- 14:05 Shanghai AirlinesMU2285 320 every day 11:10 -- 12:50 China Eastern Airlines

Guangzhou CZ3787 319 every day 09:55 -- 13:20 China Southern AirlinesSeoul OZ309 320 every day 09:00 -- 09:10 Asiana Airlines

KE839 7379 every day 14:50 -- 15:00 Korean Air

Free shuttle buses will be provided by the show organizers from Weihai and Yantaiairports to the venue and CGC hotels. Advanced reservation is requested.

GETTING THEREFlights to Weihai

Thursday, October 14th 9am-5pmDay 1 includes Opening CeremonyTrade buyers only.

Friday, October 15th 9am-5pmDay 2 includes International Lure FishingTournament 1pm-3pmTrade buyers only.The fishing tournament will feature 100competitors including 50 from overseas. Alltackle will be provided by Chinese sponsors.Advanced applications are requested.

Saturday, October 16th 9am-5pmDay 3 is ‘Consumer Day’Open to the public.During the public days, freshwater and saltwa-ter fishing seminars will take place includingtalks from international and domestic anglers.

Sunday, October 17th 9am-4pmDay 4 is ‘Consumer Day’Open to the public.

DAH Sen Monofilament Fabric FactoryLine specialist DAH Sen will be arriving at the CGC Expo with arenewed sense of optimism after what it admits has been a chal-lenging year. It took advantage of the reduction in order numbersfrom its customers to review its quality control procedures and putin place ambitions plans to dramatically increase capacity over thenext three years. Buyers at the show, says DAH Sen’s Richard Li, aregoing to be impressed.

“Our business was affected last year but not as much as wefeared,” he says. “Our customers challenged us on quality and price.While that meant an increase in costs, it did have the advantage ofcompelling us to improve our quality control.

“Now we are seeing signs of the market picking up, probably arecovery of around 70%, and we are in a good position because wehave a track record in research and development.”

The improved products are there, he claims, and DAH Sen willhave the capacity to meet the likely increase in orders.

“We felt braids would be our biggest growth area. Our plan is tohave a monthly capacity of up to ten million metres in the upcomingyear. And we plan to enlarge our total production capacity by 30%within three years.

“Total customer satisfaction is our policy. With our improvedquality, we believe we can supply the best fishing lines in the world.”

To make an appointment call +86 750 6896666 or 6896999.

CGC EXPO ESSENTIAL INFORMATION

“Many internationally famousbrands have already securedmarket share in China.”

Above: DAH Sen believes it can supply the‘best fishing lines in the world’.


Banquet venue: theHaiyue Jianguo Hotel.

Attractive location: theGolden Bay Hotel.

To make an appointment call +86 750 6896666 or 6896999.

Ab DAH S belie it pl th


S P E C I A L F E A T U R E

BROWNING HYBRIDTARGETS GROWINGMARKET SECTOR

“The background to its development stems fromthe fact that over recent years match angling andspecimen angling have been getting ever closer intechniques and methods. But existing tackle for eachstyle is not quite right for the other, being either toostrong or too weak. Hybrid fills this gap with strong,durable tackle that will stand the pressures of big fishand big catches.

“Credit is due to our Browning consultants in theUK, all of them high level anglers, who first identified

the need for us to create tackle to match the demandfor this trend,” he added.

Frank Thomas, one of Browning’s consultants anda respected figure on the UK match circuit, viewsthe Hybrid launch as both timely and likely to spawnmany imitations.

“In so many angling situations, the fish we seekto catch are bigger than ever before,” said Thomas.“Commercial fisheries are the obvious example,where carp stocked at 1-3lb have grown on toweights up to 20lb-plus over recent years.

“Regular match and pleasure tackle is too oftenunsuitable these days, but specimen carp gear is toostrong. Going straight onto that, as many pleasureanglers do nowadays, removes so much of thepleasure in hooking and playing fish.

“The same applies to many rivers where stocksof smaller fish have declined in recent years due toseveral pressures including cormorants.

“The remaining fish of many species notablybarbel, chub, bream and carp have grown larger intheir absence, so Browning Hybrid is ideal for today’sriver anglers too.

“Along the way the Hybrid concept expanded toinclude reels, luggage and accessories, and they areall very good products which meet customer needs.But my initial focus was on rods, where I wantedto see the creation of strong, affordable rods with asemi-parabolic action. By this I mean they bend rightthrough but still retain a degree of stiffer backbone inthe butt section.

“I’m pleased to say all five Hybrid rods deliverexactly what I wanted. They are very, very strong,and surprisingly light in weight. They are 15 to 20%

Zebco Sports Europe has identified an emerging trendamong UK anglers and developed an exciting new rangeto take full advantage. “This is one of the industry‘s mostinnovative concepts,” they proclaim proudly.

Better than average tackle for better thanaverage fish – that’s the slogan chosenby Zebco Sports Europe to sum up itsall-new Browning Hybrid range whichis set to ‘go live’ in the UK, its primary

target market in Europe. Hybrid by Browning is anextensive range including rods, reels, luggage, netsand handles, line, PVA, leads and other accessories.It is scheduled to be unveiled at the company’sPremium Trade Show in Germany, the Tackle &Guns Show in the UK plus another 12 regional shows.

Browning Hybrid is designed to fill a recent,previously unaddressed and expanding gap in thecoarse angling market, created by both man-madeand environmental trends, and will target threebroad customer groups:

● Match anglers who increasingly find their currentequipment is undergunned for modern fisheries.● Pleasure anglers who require equipment

capable of subduing specimen-sized fish with built-incapacity to compensate for any faults in technique,yet not over-heavy or too expensive.● Specimen carp anglers who find their existing

equipment too powerful to gain sufficient pleasurefrom fish in the 7-15lb range during confidence-building sessions on ‘runs waters’.

Frerk Petersen, Marketing and PR Manager forZebco Europe, is excited about Browning Hybrid’ssales prospects for the rest of this year and onwardinto 2011. “Personally, I see this as one of theindustry’s most innovative concepts in recent years.We have high hopes about the outcome,” he says.

“Hybrid fills this gap withstrong, durable tackle thatwill stand the pressures ofbig fish and big catches.”

COMPANIES YOU NEED TO KNOW ABOUT...


WHO ELSE IS RELEASING NEW PRODUCT? See p51

THE RANGE IN FULL

FRANK THOMAS’S TOP THREE

more powerful than any equivalents, plus we haveincluded several innovative features such as three-piece construction.”

Why three-piece? “So many modern 12ft rods aretwo-piece and not everyone likes that,” said Thomas.“You can call it a backlash against two-piece rods ifyou like. Three-piecers are far easier to transport andI believe many anglers still prefer to assemble theirrods on the bank, especially barbel anglers.

“We went for a 12ft 6in length with our PowerWaggler model, and the Hybrid Barbus is 12ft.The Power Feeder comes in a 12ft length, againthree-piece, and also an 11ft two-piece version. ThePellet Waggler is 11ft and two-piece. As well as highperformance, they all look sexy too with abbreviatedhandles and striking graphics,” he added. ?Want to talk to Zebco Sports Europe?

Here’s how to find them...Tel: UK 0800 340 340 40; International +49 41 82 294334Email: [email protected] Web: www.zebco-europe.com

Clockwise from topleft: Hybrid LandingNet Head; 640 HybridBF Free Spool reel;Spacesaver keepnet;Wipe-clean Match rodholdall; Wipe-cleanSpecimen carryall.

RODS11ft Hybrid Power Pellet Waggler12.5ft Hybrid Power Waggler11ft and 12ft Hybrid Power Feeder12ft Hybrid Barbus

REELSHybrid Com FD (Front Drag) 630 & 640 sizesHybrid BF (Free Spool) 630 & 640 sizes

‘WIPE CLEAN’ LUGGAGEHybrid Rod Holdalls Match and Specialist optionsHybrid Carryalls Match and Specialist optionsHybrid Carp Tool Kits Match and Mini options, suppliedwith baiting needles, scissors and other essential tools

NETS/HANDLESHybrid Landing Net Heads M & L sizes, ultra-strongframe and mesh attachment systemHybrid Spacesaver Keepnet 2.65m, unique designfolds down to half storage size of standard keepnetsHybrid Power Scooper Ultra-strong carbon net handlewith special end grip, useable at 2m or 3m lengthsHybrid Long ’n’ Short Scooper 1.8m one-piecespecimen-style handle for big nets with 1.2m extension

LINEHybrid Power Mono Ultra-strong. In seven diameters/tests from 0.12mm/3.7lb to 0.24mm/13lb

ACCESSORIESHybrid Distance Leads Box shaped in three sizesHybrid Latex Pole elastic, 3m lengths in five strengthsHybrid Quick Melt PVA mesh tube 5m lengths in smallerthan usual diametersHybrid Double End Mega Punch Two per set giving fourpunched bait sizes from 11-17mmHybrid Knot Picker Multi-purpose toolHybrid Dacron Connectors Popular design, two per pack

● 12ft 6in Power Waggler Rod“As the perfect go-anywhereall-rounder, I’d choose this if I hadto fish with just one rod for therest of my days!”● Spacesaver Keepnet “I fisheda recent match where you neededto take five keepnets based onfishery rules of 50lb maximum per

net. Hybrid Spacesavers willdramatically reduce your weightload through their clever designwith fine wire lower rings protectedby a heavy canvas coating toensure no risk of damage.”●Hybrid Com Reels “These newreels are very smooth and reliablewith colours and graphics which

match the Hybrid rods. They lookgood and balance the rods nicely.The front drag models are niceand compact for the match angler.They’re also amazing value. Reelsof this quality would have costtwice as much not so manyyears ago.”

Frank Thomas selects his personal top threeproducts based on his own angling experiences.

Angling International November 2009

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NOWREACHING


VICKI SEYMOUR TAKES ON NEW PRESS OFFICER ROLE AT EFTTAVicki Seymour is the new Membership& Communications Officer for EFTTAfollowing the departure of Anita Pandya.Formerly EFTTA’s Team & MembershipAssistant, Vicki’s promotion means shewill add press officer duties to her roledealing with membership applications andqueries.

Says Vicki: “I’m delighted my with newrole. Companies who have been dealingwith me over issues of their membershipshould continue to use me as their firstpoint of contact. There is no change there.And I am still responsible for applicationsfrom prospective members. It is membersof the press who will notice the change.”

Vicki will be responsible for produc-ing EFTTA press releases and supplyingEFTTA’s media partners with authorisedcontent. Members of the angling pressare encouraged to liaise with her on EFTTAnews stories.

“I’m looking forward to working with theteam at Angling International, who I know

well, and with all other members of theangling press,” she added.

Vicki has been part of the EFTTA Secre-tariat team for two-and-a-half years.She was formerly with Nottingham-basedMedia Maker as an events assistant.Contact +44 208 365 0405 or [email protected].

POWERLINE SIGNSEFTTA LINE CHARTER

French line company Powerline iscalling on other manufacturers tofollow its lead in signing EFTTA’sofficial line charter. Powerline isthe latest company to pledge its

support for the new initiative whose aim is toensure the end of inaccurate labelling on linepackaging.

The initiative was launched in June andwas quickly supported by Pure Fishing, Shi-mano, Sufix, Parallelium, Water Queen andTortue. Now Powerline wants to see morecompanies adding their weight to the fightagainst line cheats.

Says Marketing and International BusinessManager Céline Boutin: “We want to make astand against companies that make dishonestclaims on their packaging. It was a big talkingpoint among our distributors at EFTTEX,especially our partners in southern Europe.There they are fighting an unfair battle againstdishonestly labelled lines.

“What is a fisherman to do when he walks

in the store? He is bound to choose theline which advertises the strongest breakingstrain. But it is unfair on companies that tellthe truth if competitors can so easily lie toachieve sales.

“We are happy to sign,” she added. “Butthis is just the beginning. It is going to be along fight and I hope more companies willfollow our lead. I also hope that those that dosign will honour and respect their commit-ment.”

EFTTA’s pioneering project follows yearsof complaints in the trade about incorrectlylabelled fishing lines. In response, EFTTAPresident Pierangelo Zanetta has written ahard-hitting letter to the industry explainingthe charter and warning that failure to cleanup the labelling issue can result in huge finesthat put companies at risk. “We cannot floutthe laws forever and expect to avoid beingpenalised,” he says.

“As a trade association we cannot acceptthis situation... when we know law-abidingmembers are at a disadvantage comparedto companies that do not respect the laws.We have to show we act for an industry that

respects consumer rights.”EFTTA plans to regularly publish in the

media those companies that have signed thecharter, thus exposing those not committedto giving true and accurate information ontheir monofilament lines.

“Companies who sign up have a powerfulsales tool at their disposal,” points out MrZanetta. “Not signing the charter will clearlyshow you do not want to accept our industrystandards.”

Powerline is planning to extend its rangesof braided and monofilament lines for the2011 season and has a number of productsin development. It says it already compliesto the standards set out in the charter andthe requirements on accurate labelling. “Wewon’t have to make any changes,” addedCéline Boutin. There are strict rules in Francethat we already adhere to. We have evenmade changes to the labels of some lines wedistribute in France for other manufacturers.”

Further information on the line charter,which accepts tolerance levels of 10% in bothdiameter and breaking strength, is availablefrom [email protected]

“We want to make a stand against companiesthat make dishonest claims on their packaging. Itwas a big talking point at EFTTEX.” – Céline Boutin

EEFTTAFTTATRADING WITH

The voice of the European Tackle Trade

Powerline’s Marketing andInternational BusinessManager Céline Boutin.


EFTTAT R A D I N G W I T H

T H E V O I C E O F T H E E U R O P E A N T A C K L E T R A D E

“THE FACILITIESIN AMSTERDAMARE BETTER THANEVER BEFORE”

EFTTEX Co-ordinator Sally Steel has returned from akey site visit to the RAI exhibition centre with a glowingreport. Ahead of the reopening of the booking hotline,the EFTTEX 2011 venue is surpassing all expectations.“We expect the remaining stand space available to sellvery quickly,” she says.

SECUREYOUR EFTTEX2011 STAND

SPACE TODAY!Book at +44 208 365 0405

or for more details of the

show visit the website

www.eftta.com

Sally, what exactly is the purpose of a sitevisit in September?The September site visit is essentially a fact-finding mission. It gives us the opportunityto meet with our core contacts at the RAIand further discuss the needs and require-ments of EFTTEX as well as obtaining asmuch information as possible to provide ourparticipants. This information is made avail-

able through our website, www.eftta.com andthrough the EFTTEX Exhibitor Manual whichexhibitors will be able to access in Februarynext year. In addition, this visit is also thetime where we source potential venues forthe Gala Evening (formerly known as theBusiness Reception) as well as meeting withthe RAI Hotel Service, our appointed hotelagents for EFTTEX 2011, to discuss impor-tant needs and service requirements for ourparticipants. Along with the above, it allowsthe team to familiarise ourselves with the cityof Amsterdam in order to relay this back toour participants.

The RAI is a major venue with longstandingconnections with EFTTEX. What reassurancesin particular were you looking for on yourvisit?Although the RAI is one of the most popularvenues in Europe for both organisers ofshows and participants, it is very importantwe do not take this for granted and therefore,like at all other venues, we look to make surethat we are working with a good team at thevenue to ensure that we not only match butsurpass the high standard of EFTTEX in pre-vious years. It is also important for us to seethe developments the venue has undergonesince we were last in Amsterdam and to seethe benefits they have for our participants.


You also took along a delegation from yourexhibition suppliers. Is that usual at thisstage? What were they focusing on?Yes, we usually invite Agility Logistics, whowill be our official freight forwarders forEFTTEX 2011, and Dimension 8, our officialstand contractors, to join us on our site visits.This is especially important with the firstsite visit as it gives them the opportunity tofamiliarise themselves with the EFTTEX halland exhibition centre, to ask any relevantquestions they have as well as giving us theopportunity to introduce them as our officialpartners of EFTTEX to the RAI team. The sitevisit is also an extremely important time forthem to find out the best and most efficientways of working at the venue in order toprovide our exhibitors with the best servicethey can offer.

Many EFTTEX exhibitors know all about theRAI. Will they notice any improvements sincethey last attended a show there?The RAI has continued to modernise andimprove its centre since EFTTEX was last inAmsterdam with an emphasis on being asenvironmentally friendly as possible. One oftheir goals is to have a paperless administra-tion and they have taken several other meas-ures to lessen their carbon footprint includingthermal storage and climate façades. TheElicium building is the new hub of the RAI. Itlinks up the different buildings and providesa striking entrance to the centre. Basedon qualitative improvements rather thanexpansion, this building provides first-classbusiness services. Another new facility at theRAI that EFTTEX exhibitors and visitors canlook forward to using is The Beach. This is apublic facility adjacent to Hall 8, whereEFTTEX will take place, which will provide anice area to take a break from the show flooror relax in the evening post-show.

What sets the RAI apart from other venues?The RAI is a huge and internationallyrenowned venue in Europe with a highlyprofessional team. It has an excellent locationboth in terms of being so internationallycentral and where it sits within Amsterdam.

You were also assessing the merits of venuesfor the Gala Evening. Have you made anydecisions yet?We saw several impressive venues. We are nowweighing up the pros and cons of each and arestill very much in the negotiating stage.

Will you be looking for a larger venue for theGala Evening? It seems to be getting morepopular with each passing year.Yes, we are definitely looking into increasing

the capacity of the Gala Evening especiallyas we will be celebrating 30 years next year.Taking into account the increasing popularityof the event, we are aiming to make sure thatas many exhibitors that wish to come canattend in the evening.

There were some issues over the hotel book-ing agency for Valencia. Are you confidentthe service will be better for Amsterdam?What measures have you put in place?Yes, we are extremely confident that thehotel booking agency will not experience thesame problems as last year in Valencia. Weare delighted that the Amsterdam RAI Hoteland Travel service will be our official hotelagency for EFTTEX 2011. We worked withthe same agency when EFTTEX was last heldin Amsterdam and are pleased to see some ofthe same faces are still at the agency. Havingmet with them last week, we can definitelysay that should exhibitors or visitors wish toreserve their hotel using the agency, they willreceive a very high quality and professionalservice. You can have every confidence thatthe hotels on the list have been carefullymatched to your needs as an EFTTEX partici-pant; however, as in previous years, this is anoptional service and EFTTEX participants areunder no obligation to use the hotel agency.

There is always room for improvement witha show. As the bookings line opens again inOctober, what areas of your service willyou be looking to improve in the run-up toAmsterdam?We will be looking to make sure that eachexhibitor has as much support as necessaryin the run-up to EFTTEX. This is especiallyimportant for first-time exhibitors. We willaim to make our communications for allexhibitors as clear as possible and to makesure that the online Exhibitor Manual is asuser-friendly as possible.

How many companies have pre-booked forAmsterdam? And how much floor space isalready sold?We have 141 companies already booked witha lot of interest from both companies whohave previously exhibited at EFTTEX as wellas companies wishing to exhibit for the firsttime. With this interest we can strongly saythe remaining stand space available will bebooked up very quickly once we release thefloorplan at the beginning of October.Floor space sold at the moment stands at4,922 sqm.

Will there be two halls like in Valencia or justone?EFTTEX 2011 will take place in one hall –

Hall 8 – which is the same hall EFTTEX washeld in when it was at the RAI back in 2001.The layout will work very well and thefacilities are first class.

What are the advantages of booking standspace in October?Booking in October means that you will havemore choice of stand location. It will alsomean that you can take full advantage of thepreparation time for EFTTEX to get the mostout of exhibiting.

Where can businesses find information onstand costs?For further information on stand costs pleasecontact me by email at [email protected].

And where can they find information onhotels?The official hotel agency details will beavailable in October in the EFTTEX sectionof the EFTTA website www.eftta.com.

Top: The RAI Centre.Above: A typicalAmsterdam scene.

WHICH COMPANIES HAVE SIGNED THE EFTTA LINE CHARTER? See p48

“The remaining stand space will bebooked up very quickly once werelease the floorplan in October.”


S U P P O R T I N G P R O D U C T I N N O V A T I O N W O R L D W I D E

you needproductsto knowabout

Each month the product editors at Angling

International select the most exciting new

tackle being brought to market. To help you

decide on their appeal to your customers, we

will include insight from the manufacturers so

you can start doing business immediately.

Business contactsTel: +49 4351 2668 Email: [email protected]: www.minnkotamotors.com

10

New stocks of Savage Gear’ssensational Cutbait Herring luresSavage Gear’s Cutbait Herring lures have certainly made their mark in 2010,accounting for large numbers of huge halibut and cod from Nordic waters.The good news is that new stocks are available. These giant hand-poured, softlures come in 20cm/270g and 25cm/460g sizes and are designed to imitate theswimming action and profile of the herring on drop and retrieve. Features include alifelike ‘under skin’ painting technique and customised Japanese forged hooks.What the makers say: “Some of Scandinavia’s most experienced saltwaterfishermen have contributed to making this a superior big fish lure. Theherring is the primary preyfish for Atlantic saltwater predators.”

Business contactsTel: +45 46 191 913 Email: [email protected]: www.savage-gear.com

1 Trolling control with GPSThe Minn Kota i-Pilot is a trolling motor control system that utilises GPStechnology to automatically navigate and position the boat for anglers. Thesystem integrates GPS technology into Minn Kota Terrova, PowerDrive V2,Riptide ST or Riptide SP bow-mounted trolling motors.What the makers say: “This is a true breakthrough in trolling motortechnology offering a new level of versatility for the angler. Among the manyinnovative features is a facility that allows an entire fishing track or route upto two miles long to be stored for immediate retracing or a later return trip.”

2Left: Cutbait Herring

lures have been a bighit in Nordic waters.


you needproductsto knowabout

10MarCum Technologies aims to take ice fishing into the iPod age with its newShowDown Ice-Troller, the first hand-held ice fishing sonar. The palm-sized devicedoes everything a sonar unit should and has won the acclaim of pro guide TonyRoach who sees it as “the perfect match for my run-and-gun style of ice fishing.”What the makers say: “The ShowDown Ice-Troller sets new benchmarks in sonardesign and performance. It features an easy to interpret backlit, digital vertical LCDmatched to an intuitive push-button operating system. It also incorporates MarCum’sproven Interference Rejection System, 25-level sensitivity and even an LCD heater foruse in extreme cold. It is good for up to 20 hours’ continuous use.”

A hand-held ice fishing sonar

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UNI-Products, the supplier of spooled fly-tying materials, has added five colours– brown, yellow, rainbow black, pink and light blue – to its popular Axxel Ty-Rapproduct. Axxel 8” Ty-Rap is one narrow band of flash material supported by twonylon micro-filaments for strength. A package with all 17 colours is available.What the makers say: “Fly-tiers are continually finding uses for Axxel flashmaterial, such as winding it with other body materials or added to a standard wingto add sparkle. It makes excellent ribbing, is tough and adds a more subtle flashthan regular tinsels. It also makes interesting tinsel bodies featuring variegated orbroken-up patterns so often found in the natural world.”

Five new colours for AxxelTy-Rap from UNI-Products

Business contactsTel: +1 763 712 0886 Website: www.marcumtech.com

Ice line tested to the extremeNorthland’s new Bionic Ice fishing line is the result of intensive research andfield-testing by ice fishing expert Brian ‘Bro’ Brosdahl and other members of TeamNorthland ice anglers. The colourfully packaged line is offered in AquaFlage BlueCamo and Invisi-Clear formulas in 2lb, 3lb, 4lb, 5lb, 6lb and 8lb tests and isspooled and packaged in the USA in 125-yard spools.What the makers say: “This is the first line designed, tested and abused by real icefishermen in extreme situations. Its balanced properties include the strength,ultra-low memory and light-bite sensitivity needed to put more fish on the ice.”

The ‘ultimate’ leader wire

Business contactsTel: +1 800 824 9473 (toll free USA), +1 610 384 7260Email: [email protected] Website: www.hiseas.net

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Business contactsTel: +1 218 751 6723 Email: [email protected]: www.northlandtackle.com

American Fishing Wire believes its new Titanium Surfstrand is theultimate in quality leader wires. The uncoated, 1x7 ‘super-elastic’ leaderis designed to stretch to absorb the impact of a striking fish – and thento snap back and recover during the hook set.What the makers say: “The special blend of titanium alloy wire isengineered to deliver tremendous strength along with dramatic kinkresistance. It is knottable and offers the best bite protection andflexibility. The gunmetal black finish is corrosion proof.”

Business contactsTel: +1 450 889 8054 Email: [email protected] Website: www.uniproducts.com

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Italian manufacturer Lineaeffe has no doubt that the new Fishing FerrariCarborex Alu reel is one of the most important products in its recently publishedcatalogue. The extra-strong one-way clutch is complemented by brass driveoscillation gears, a safety spool shaft and aluminium spool with carbon inserts.What the makers say: “Designed for vertical jigging, heavy surf or rock fishing,the stylish Ferrari is also perfect for boat fishing. Other features include the multi-disc carbon washer drag, Japanese stainless steel ball bearings, a stainless steelmain shaft and an anti-reverse ratchet.”

Business contactsTel: +358 9 7562 540 Email: [email protected] Website: www.sufix.com

A rod carrier that fits any car

Business contactsTel: +1 541 330 8808 Email: [email protected]: www.rodmounts.com

Business contactsTel: +39 051 666 0000 Email: [email protected] Website: www.lineaeffe.it

Global giant Rapala and Yao I, the manufacturer of precision-engineered fishing line, have workedin partnership with Gore, the makers of Gore-Tex Fabrics, to create Sufix 832, winner of the bestnew line awards at this year’s ICAST show.What the makers say: “Sufix 832 has all the characteristics necessary to match any applicationworldwide. Its superiority comes from three main features. Dyneema fibres contribute smalldiameter, high strength and sensitivity; Gore Performance Fibres add improved abrasionresistance, noise and vibration reduction and improving casting length and accuracy; andR8 Precision Braiding and fibre technology developed by Yao I brings superior strength,roundness and consistency.”

So much versatility in one line

9Abu’s new flagship predator rodDescribed in the Pure Fishing Press Materials catalogue as ‘the hottest new Abu Garcia product for 2010/11’, the RocksweeperNano rod is the brand’s new flagship for salt and freshwater predator rods. A special resin containing (nano) carbon particles is usedin the making of the blanks for the nine-strong series, which is aimed at the central Europe, French and export markets.What the makers say: ”The properties of the resin allow the use of thinner IM9 carbon sheets. Added to the high qualitycomponents and classical design, the end result is a truly exquisite rod with reduced weight but with no less action and power.”

Business contacts Tel: +334 50 96 77 00 Website: www.abugarcia-fishing.eu

8Is this the most convenient way to transport fishing rods on a road trip? The SUMOis the latest development from US company Rodmounts, which has been design-ing rod carriers since 1997. It uses a suction lock system that fits any vehicle andcan safely transport up to six rods. The suggested US retail price is $149.95.What the makers say: “The number one question people ask when considering anexterior rod carrier is, ‘Will this thing fly off my car?’ Our number one priority wasto address that issue and solve it once and for all, which we have. And the rodsstay on the rod carrier too. SUMO is the result of years of R&D. We wanted todesign a product that provided superior adhesion and could attach to all cars.”

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An instant classic perfect forfishing from rocks or boats


Pradco’s Taylor scoops award

PEOPLE

On the move...

Lawrence Taylor (left),Public Relations Directorfor Pradco Fishing, hasbeen named Arkansas Con-servation Communicatorof the Year for his environ-mental media work. Taylor,who also writes for stateand national publicationsand websites, was chosen

for the award by the Arkansas Wildlife Federation.“I’m incredibly honoured when I look at some of

the legendary past winners like Wade Bourne, JimSpencer and Keith Sutton,” said Taylor, who wasespecially praised for product donations and volunteertime at childrens’ events. Prior to joining Pradco, hewas editor of Bassin’ and Crappie World magazines.

Well-known UK carp angler Myles Gibsonhas joined the Greys Carp Academy. “Myles’s hugeknowledge will make him a superb acquisition forthe brand,” said Gavin Burn, Marketing Manager forCarp, Coarse and Predator.

site. Many customers will benefit from his expertiseand down to earth approach,” said Brand MarketingManager Nic Brown.

Eric Gewiss is now Marketing Manager at Sage.Prior to joining the US brand, Gewiss held positionsranging from marketing consultant to marketingmanager and was previously Head of Marketing atpower tool company SawStop.

“Eric combines the fly fishing experience andfunctional marketing expertise required to managethe marketing charge for Sage,” said David Visnack,Director of Marketing and Merchandising.

The new Sales Representative for Rainy’s Flies isBrandon Prince. He will cover the Northern Rock-ies territories of Idaho, Montana and Wyoming, inaddition to servicing other manufacturers includingHatch Reels and Trouthunter Leaders and Tippets.Prince has spent the last ten years guiding on thewaters of Idaho and Montana and will continue toguide part-time to stay in touch with consumers andtest flies and equipment. Brandon can be contacted [email protected] or +1 208 520 7710.

UK specimen brand Wychwood has recruited carpexpert Colin Davidson (below) to its new-look team ofconsultants reporting to Brand Manager Mick Barnes.It’s a second stint at the brand for Davidson, whoseweekly advice column for Angler’s Mail is one of thelongest running in angling publishing in the UK.

“Colin is an excellent angler and a real thinker. Hewill be a consultant in the true sense of the word,having heavy involvement in testing and developmentof new products, representing Wychwood in print, onthe bank, at consumer shows and on our Facebook

angling international magazine - october 2010 - 33

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