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Essential reading forbuyers in the tackle trade

March 2010 Issue26

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MARCH2010

Shortly after you receive this issue I will besetting off for Beijing for the annual fishingtackle extravaganza known as China Fish.It is something I look forward to – not justbecause of the warm Chinese hospitalityand the anticipation of visiting the brandnew Jiuhua International Exhibition Centre,but rather more because China Fish, like allbig tackle shows, is an opportunity to take

the pulse of the international trade.With more than 400 exhibitors present

at the show, and over 1700 buyers from85 countries expected over the three days,there are few better opportunities to gaugetrading expectations for 2010 and beyond.

One thing’s for sure – and I make no ex-cuses for repeating it again in this column.In an economic climate that doesn’t looklike improving dramatically over the next12 months, those companies that do notwork hard at introducing new process andnew ways of doing things which ultimatelyresult in new products are going to find it alot harder than those that do.

True innovation is rare. Much of whatthe tackle industry calls new is often avariation on an existing theme and simplywon’t cut it any more. But really fresh ideas

that improve the angler’s lot representgenuine opportunities for sales growth.Maybe, just maybe, the continued toughtrading conditions will force more compa-nies to spring some pleasant surprises.

Let’s hope so. And on the subject ofinnovation, in next month’s Angling Inter-national we’ll be talking to line companiesaround the world about their future plansand products. If you want to take part, justcontact our Commercial Director, LuciePetrickova, to discuss how you can be in-volved. You’ll find her contact details below.Alternativately, arrange to meet Lucie andme at China Fish.

Mel [email protected]

• Publishing editor:MelBagnall; [email protected] +44(0)1733392977 • Editorial director:RobCarter; [email protected]• Art Director:KeelyDocherty-Lee; [email protected] • Designer:KateHooley; [email protected] • Database Manager:GrahamGoor; [email protected]• International Ambassador:Caroline Thomas; [email protected] +44 (0)7952555716 • Colour reproduction: ATGraphicsUKLtd, Peterborough, CambsUK• Printed by:WarnersMidlandsplc, Bourne, CambsUK • Subscription enquiries: [email protected]

Angling Internationalmagazine is publishedby TopCorner Editorial andDesignLimited. 4Milnyard Square, Bakewell Road, OrtonSouthgate, PeterboroughCambridgeshire, UnitedKingdom, PE26GX

• International Commercial Director: Lucie Petrickova; [email protected]; Tel. +447825999230; Fax+441225760249; Skype lpetrickova

•THANKS THIS ISSUE GO TO:Niclas Ahrman, CarolineBilodeau, BrunoBroughton,Montserrat Calico, RyanColaianni, AnnDorofeeva,MorganEvans, GrahamGoor, SamGriffiths, KateHooley, Richard Lee, TomLegge, Chris Leibbrandt,VirgilioMachado, StevePartner, Jean-Didier Raby, Chris Rarick, Victoria Seymour, Paul Sharman,MadsSkovsgaard, SteveStones, AnnSullivan,Marta Szalkowska, Jenny Travis, Leslie Vick, JohnWalsh.

No part of this magazine may be reproduced without the prior permission of the publisher. The magazine assumes no responsibility for the safety of contributions, although all reasonable care will be taken.

MEMBER

Welcome,Bienvenue,BienvenidaWillkommen, Benvenuto...

Meet themakers of Angling International...

MEL BAGNALL,PUBLISHING EDITORMel’s vast experience in the anglingindustry includessix years as thepublisher of UKcompanyEmap’sanglingbusiness. Hebeganhiscareer onAngling Timeswherehewasreporter, featurewriter, subeditor andnewseditor, andwasalso assistanteditorofSeaAngler.Hehasworked inmagazines formore than36years.

ROB CARTER,EDITORIAL DIRECTORRobbeganhis careerwriting for andediting specialist consumermagazinesin theUK (includingMatch footballmagazine, Fore! golfmagazine andTrout Fisherman)before beingappointededitor-in-chief of Emap’scontractpublishingdepartment.He isa founder director of TopCorner, thepublishers of Angling International.

KEELY DOCHERTY-LEE,ART DIRECTORAs TopCorner’s art director and co-founder, Keelyhas15years’ designexperience, andaproven track recordofproducing successful ad campaigns,brochures anddirectmail. Shehasworkedwithmanyangling clients andtoday leads thedesign teamonAnglingInternational,managing theeditorialproduction of each issue.

ROBERT LANGFORD,EUROPE CORRESPONDENTEnglish-bornRobert Langford is basedinGermany,wherehehas forgedahuge reputation as aseaangler andjournalist. His articles,which aresyndicated throughout Europe, arereadbyup to500,000 readers. Healsoworks as afishingguide andnever leaveshomewithout hisBalenowaterproofs.

LUCIE PETRICKOVA,INTERNATIONALCOMMERCIAL DIRECTORLucie can call uponsevenyears’experienceof delivering commericalsolutions for angling clients. Czech-born, she is also familiarwith othereastern European languages. Call herto discussyour advertisingneedsand to findoutways topromoteyour products in themagazine.

AnglingInternational March20106

Pourquoi être unmembre de EFTTA?Dans quatre mois ce sera EFTTEX, toutsimplement parce que la réponse estévidente. Le plus grand salon profes-sionnel d’Europe est la meilleure placepour développer vos affaires et desmembres de EFTTA font déjà part deleur participation dans ces pages. Voyezpar exemple, l’histoire de la sociétéfrançaise Amiaud (page 48) et lesnouveaux produits à venir de la sociétéallemande Vosseler, spécialisée dansla mouche (page 28). Mais il ya pleind’autres raisons de rejoindre EFTTA?Tout simplement l’avenir de notre indus-trie à moyen terme. Plus que jamaisEFTTA se concentre sur la défense devos intérêts. A page 43 Jean Claude Bel,CEO de EFTTA, nous rappelle que celane peut efficace si plus de sociétés re-joignent EFTTA. Pourquoi être membre?Parce qu’il est injuste que seulementpetite uneminorité contribue alors quetoute l’industrie est an danger à plus oumoins long terme. Pensez y sérieuse-ment avant de vous rendre à EFTTEX. Eten attendant. Bonne lecture.

¿Para quésermiembrodeEFTTA?ConEfttex a cuatromeses vista, tal vez larespuesta esobvia. La feria númerounodeEuropaeselmejor lugar para gen-erar nuevosnegocios, y los inteligentesmiembrosdeEFTTAya promocionansuparticipaciónenestaspáginas. Véase,por ejemplo, la historia en la empresafrancesaAmiauden lapágina 48y losnuevos lanzamientosde la compañíaalemanade carretesdemoscaVosseler enlapágina 28. Pero hayalgunaotra razónparaunirse aEFTTA, la de la supervivenciaa largoplazode la industria.Másquenunca, EFTTA se centra en la defensadelos interesesdeésta industria. Pero enlapágina 43El consejero delegadodeEFTTA, Jean-ClaudeBel advierte dequesólo puedeseguir siendoeficaz simáscompañías seunena la Asociación. ¿Paraquésermiembro?Debidoaquees injustodepender deunapequeñaminoría de loscontribuyentes cuandoel futuro de toda laindustria está bajo amenaza. Píenselo concuidado, y empieceaplanear paraEFTTEXymásallá. Disfrute de la revista.

Was bringt es, Mitglied bei der EFTTA zusein? Die Antwort ist, vier Monate vor derEFTTEX, vielleicht einfach. Die Handels-messe Nummer Eins in Europa ist der be-ste Ort, umneue Geschäftsverbindungenzu knüpfen und schlaue EFTTA-Mitgliederwerben auf diesen Seiten schonmit ihrerAnwesenheit. Lesen Sie zumBeispiel dieGeschichte der französischen Firma Ami-aud auf Seite 48 und über dieMarktein-führungen des deutschen Fliegenrollen-Herstellers Vosseler auf Seite 28. Aber esgibt noch einen anderen Grund, Mitgliedbei der EFTTA zuwerden– das langfris-tige Überleben der Industrie. Die EFTTAverteidigtmehr als je zuvor konzentriertdie Interessen der Industrie. Aber aufSeite 43warnt Jean-Claude Bel, dassdiese nur dannweiterhin erfolgreich seinkann, wennmehrMitglieder beitreten.Warum soll manMitgliedwerden?Weil esunfair ist, sich auf eine kleineMinderheitvon Beitragszahlern zu verlassen, wenndie Zukunft der gesamten Industriebedroht ist. Denken Sie darüber nach,während Sie für die EFTTEX und die Zeitdanach planen.

PerchèessereunmembroEFTTA?A4mesi dall’EFTTEX, forse la risposta èovvia.L’eventonumerouno in Europaèl’occasionemigliore per crearenuovobusinesse imembri EFTTApiù scaltristannogià proponendo la loro partecipazi-one in queste pagine. Si vedaper esempiola storia della società franceseAmiaudapagina 48e i nuovi lanci dell’aziendaproduttrice dimulinelli per la pescaallamoscaVosseler apagina 28. C’è ancheunaulteriore ragioneper entrare nelclubEFTTA: la sopravvivenzadel settoredi cui EFTTApiù chemai difendegliinteressi. Apagina 43 Jean-ClaudeBelCEOdell’EFTTA avverte che l’efficaciapotrà esserci soltanto sepiù aziendesiunirannoall’Associazione. Perchéessernemembro?Perchènonè leale affidarsi adunaminoranzadi contribuenti quandoè ilfuturo dell’intero settore adessere sottominaccia. Pensateci attentamentementrevi accingete apianificare l’EFTTEXenonsolo. Vi auguriamobuona lettura!

Diesenmonat,Cemois,Estemes,Questomese...

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

COMMUNIQUÉ

NEWRODSBOOSTGUIDELINE’SRANGE

ucts coming in weare very excitedabout the newyear, which will seethe launch of thebiggest collectionin the history ofGuideline.”Guideline,

whose three-man management team iscompleted by Managing Director Stein Thor-valdsen and Product Director Leif Stavmo,has made significant gains on the clothingside of its business and has also continued todevelop its Power Taper fly lines. Historicallyknown for its double density lines, the com-pany is now creating treble density versionsfor 2010. As for future growth, Guideline isseeking new customers around the world,with particular emphasis on Europe. “Wehave a distributor in the US and we envis-age growth there, but Europe is our closestmarket and that is our main focus at themoment,” explained Myhre. “We are lookingfor quality companies who share the samepassion for the fly fishing market as we do.”For further information visit the new

website at www.guidelineflyfish.com.

SalesDirector EspenMyhrehasbeenfinalising testing.

A n eventful and successful yearfor Guideline, the Scandinavianfly fishing brand, is toculminate in the launch of aprestigious new rod series later

this year. Speaking to Angling Internationalfrom the banks of Scotland’s River Dee,where he was putting the rods through finalfield testing stages, Sales Director EspenMyhre revealed that the US-made range,called Reaction, will feature both double andsingle-handed rods.A new trout rod series called Fario, a new

reel called Haze and three new wading bootshave also been added in the past few monthsand Myhre advises the market to “stay tunedas more products are on the way.”The top-of-the-line Reaction rods will

help continue the momentum gathered byGuideline since the Norwegian companywas acquired and restructured under theownership of the Myhre family in late 2008.

In that time it has moved to one centralwarehouse in Gothenburg and, morerecently, relaunched its website,as well as driving new productlaunches.

“Last year was one of reor-ganising and stabilising thenew company,” said Myhre.“Nevertheless we haddouble digit percentagegrowth year-over-year inour export markets. Withmore focus and new prod-

“Thenewyearwillsee the launchof thebiggestcollection inGuideline’shistory”

Left: Guideline’s newHaze reels. Inset: thenewFario trout rod.


John Peterson, founderand President of North-land Fishing Tackle,expects his company toreturn double and tripledigit growth in the nextthree to five years.Speaking after being

honoured as a lifetimemember of the NationalProfessional Anglers

Association, Peterson said his business was“growing in leaps and bounds” and had beenunaffected by the recession because morepeople were fishing.Peterson, whose brother and business part-

ner Duane was also named an NPAA lifetimemember, added: “Our terminal tackle is thenuts and bolts of what customers need.”

Lifetime membership was bestowed on thebrothers at the NPAA’s recent conference inBloomington, Minnesota. Peterson contin-ued: “This is a great honour. I was one ofthe charter members of this organisation andNorthland was the first supporting partner.The NPAA has done more to professionalisefishing than any other organisation.”Duane Peterson urged anglers to think

about being a pro every day but not to forgetthe recruitment of grassroots youngsters andfamilies.Northland manufactures a comprehensive

line of jigs, rigs, ice fishing lures, soft plasticbaits and muskie lures. For more informationand a 2010 catalogue call +12187516723,email [email protected] or visitwww.northlandtackle.com. NPAA news can beviewed at www.npaa.net.

The European carp and specimen fishing tack-le market is set to welcome an ambitious newplayer this year in the form of a brand knownas Avid. The brainchild of long-time carper andtackle innovator Dave Preston, owner of thePreston Innovations company, Avid is focusedfirmly on creating products ‘to suit the moderncarp angler’ and its assortment of tackle itemsand equipment is the result of more than twoyears’ intensive development.Avid will undertake a ‘soft launch’ to the UK

market this coming April/May, starting with arange of terminal rig items which are currentlybeing tested by its team of five consultants– former British Carp Angling Championshipwinner John Finch, well-known big fish anglerNige Williams, Brand Manager John Jones,former Heathrow Baits owner Ian Russell andtop Bristol-based carper Mark Bartlett.Larger items will follow in October, including

a bivvy based on the ‘pramhood’ design,

as well as a range of luggage, rods, bedchairsand sleeping bags.Matt Woods, Avid’s Media and Marketing

Coordinator, explained how planning for thecompany’s main push into the rest of Europewas well underway, with launch into continen-tal markets scheduled for early 2011.He said: “We’ve definitely got one eye on

expansion beyond the UK even at this earlystage, with plenty of product ideas tailoredspecifically for the European market already inthe development stage. Our Brand ManagerJohn Jones is very well-connected in thosemarkets and is aware of what’s required tomake Avid a great success both at home andabroad.”For information about Preston Innovations

and its products call +441952290520, [email protected] or visit www.prestoninnovations.co.uk. Other Preston Inno-vation brands include Korum and Sonubaits.

Preston launchesnew carp brand

RAPIDGROWTHTHRILLSNORTHLAND

ALSO THISMONTH

An education schemeto provide the sportfishingindustry with skilledemployees has beenapproved in Sweden. TheForshagaAcademy saysits new training schemeis the only one of its kindin the world and it plansto further update the pro-gramme to meet industryrequirements. More than850 applications havealready been received forthe course.

Australia’s Recfishwestis working with retailersto boost public awarenessof and compliance withfishing rules to ensure fishstocks are sustainablymanaged. The scheme,which is launched inpartnership with theDepartment of Fisheries,will provide retailers witheducation material, fishingbrochures, fish ruler stick-ers, a display stand, anda remuneration of $1000per annum. The two-yeartrial is expected to be inplace from March 2nd. Ap-plications can be made atwww.tenders.wa.gov.au

TigressOutriggers, theFort Lauderdale, Florida,manufacturer of saltwatersportfishing equipment,has appointed JonathanMaggio as Sales Man-ager. For more informationabout Tigress products call+19544620917 or visitwww.tigressoutriggers.com.

National FishingWeek,the annual initiative aimedat driving participation inthe UK, is to be extendedinto a month-long event.National Fishing Month willrun from July 17th to in-corporate school holidaysand will involve a widerange of local and regionalevents. The extendedtimetable will give fisheryowners, angling coachesand retailers more timeto take part. Mark Lloyd,Chief Executive of theAngling Trust, said: “Wewant to maximise opportu-nities for people from allwalks of life to discoverthe joys of fishing.” TheAngling Trades Associationsaid that National FishingWeek had been proven topromote rod licence sales.

Gavin Burn has been appointedMarketingManager for the carp andcoarse fishing brands at Hardy&Greys. “The growth of these brandsis among the company’s key busi-ness objectives for 2010,” Burn toldAngling International. “Mymain re-sponsibilities includemanaging all

marketing components for carp andcoarse, which includes identifyingmarket opportunities, new productdevelopment, promotion, pricingand relationshipmanagement.”Meanwhile, former TradeMarketingManager Alan Yates has left thecompany to pursue other interests.

BURNGIVENCOARSEROLEATHARDY

JohnPeterson ispredictingdouble-digit growth.

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

10

It’s the UK next forambitious Vega

Angling International March2010

Portuguese manu-facturer Vega istargeting distribu-tors in the UK.The fast-growing

European brand would liketo hear from prospectivepartners interested not justin distributing its range, butalso in helping develop newproducts specifically for theUK market. Export and

Product Manager Paulo Soares explained: “We wantto work with someone whose knowledge will helpus penetrate the market and create new relevantproducts as well as assuring good after sales service.Local expertise and advice is invaluable.”Vega has more than 20 years in tackle research

Reaction Strike is continuing its overseasexpansion strategy by adding more distribu-tors to its network. The impressive list nowincludes Way of Fishing (France), Bass andPike Tackle (Italy), Anglers World (Ireland),Ben’s Fishing Tackle (Netherlands), Think Big(Germany), Europa Arm Sport/Ibis (Ukraine),Vega (Spain and Portugal), Angling 2020(Canada), Salmo (Latvia) and SovereignSuperbaits (England). Of these exclusivedistributors, Bass and Pike Tackle and ThinkBig also handle Castaic products, the businessacquired by Trophy Technologies – ReactionStrike’s parent company – in late 2009.

Paulo Soares: “Localknowledge is the key.”

The go-ahead company has also expandedits marketing and awareness activity with theintroduction of heavily branded boats in theUS competition fishing market. The first offour new boats ‘wrapped’ for 2010 will beused by Texas pro Blake Shifflett in the Strenand PAA series, taking the total number ofReaction Strike boats to six.“We are sponsoring more pro fishermen at

the highest levels,” said Kris Reibel, co-founderof parent company Trophy Technologies. “Thisis resulting in tremendous exposure and couldlead to one of our sponsored anglers winning atournament covered by ESPN Sports.”

Reaction Strike also sponsors three teams inEurope – in the Netherlands, Germanyand Italy. Further information is available byphoning +13179385414 or by [email protected].

Reaction Strike expanding

them a whole new perspectiveon our business,” added Soares.“The long-term goal is to

manufacture different productsand catalogues for each country inwhich our fishing tackle is sold.“Budapest was a very good exhibition for us, the

best we have ever attended. As a result we estab-lished a good distribution agreement in Hungary.”UK distributors interested in talking to Vega can

contact the company on +351219617455 or byemail at [email protected] information atwww.vega.com.pt.

The Vega brandincludes reels,rods, lures and

accessories.

and development and is using that experience towiden its trading net across Europe for productsincluding rods, reels, lures and accessories.The opening of an office in China last year and a

very successful EFFTEX show in Budapest in Junehave also proved huge steps forward in thecompany’s expansion, giving Vega better accessto markets and buyers.“Our China operation has been an important

step in Vega becoming established in new marketsbecause we are much better positioned to createproducts suitable for those territories. The visit ofEuropean buyers to our China showrooms gives

“Wewantsomeone tohelpuspenetrate themarketanddevelopproducts”

One of the four newheavily-branded boatsthat Reaction Strike isintroducing into UScompetitions.

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INTERNATIONAL DISTRIBUTION RAPALA VMC CORPORATION

It’s the next generation of thermally fusedbraided line, and that’s no exaggeration.A unique bonding technology and 100%Dyneema Fiber gives Performance Fusea higher weave count and near zerostretch. With hook setting power like

this, good stories are bound to follow. “With Sufix, there’snothing I can’t catch.” To find out more, visit sufix.com.

THE WORLD’SMOST HARDCORE

FISHING LINE.

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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

12

OMustad and Son, the world’sleading hook manufacturer, hassold its Sport Norge distributionoperation to Nordic Outdoor AS.The move comes less than five

months after Mustad sold its Partridge brand toFishing Matters in the United Kingdom and isfurther evidence of the company’s strategy to focuson its core business of making hooks.Mustad’s Vice President Portfolio Management

and Marketing, Ole Bjerke, told Angling Internation-al: “It is part of a strategic decision to concentrateon hook manufacture. Nordic has the set-up, thecapacity and market coverage to move the brandsfurther forward.”In addition to its own products, Mustad Sport

Norge also distributed international brand namesincluding Shakespeare, Vision, Myrans, Yo-Zuri, FishCat and Sunline Siglon. Its acquisition, says NordicManaging Director Tom Rune Gjetmundsen, could

make Nordic Norway’slargest fishing distributor.“Both parties could see the

benefit of one big distributorin the Norwegian market,”said Gjetmundsen. “Nordicand Sport Norge complementeach other in the bestpossible manner. Through(last year’s) merger withSolvkroken, Nordic hadalready established a majordistributorship. With theaddition of Mustad and itsbrand names to our range wewill most probably be Nor-way’s largest distributor insports fishing and angling.”In addition to Solvkroken

and Mustad, Nordic is also

NordicOutdoors seals deal tobuy SportNorge fromMustad

Angling International March2010

Far Bank appointment

distributor for Chevalier, Nikwax, Campingaz,Optimus, Coleman, Sevylor and Chiruca.“We are looking forward to integrating Mustad’s

exciting range with our own at our Arendal headquar-ters, enabling customers to order the complete rangeof all brands we now stock, ” added Gjetmundsen.With reference to the fact that two to three sales

staff will transfer to Nordic, Gjetmundsen stressedthat customers can “simultaneously gain access tothe sales expertise inherent in Mustad.”Leif J. Cae, Sales Manager at Mustad Sport Norge

and believed to be among the staff transferring withthe business, added: “Through the acquisition of awell-managed distribution apparatus and extremelywell-matched range we are equipped to continueand further develop our distribution agreements.”It was hoped that both stocks and employees

will have been in place by February 1st. Mustadwill continue to operate its own distributionnetwork in all other markets.

Dealmakers: TomRuneGjetmundsen (top) andMustad’s OleBjerke.

Far Bank Enterprises, the holding company for leading fly fishing brands Sage,Redington and RIO, has appointed BackboneMedia to handle public relations andsocialmedia.

Far Bank’s Director of Marketing David Visnack said Backbone’s proven ability inPR and compelling approach to socialmedia had driven the appointment. “Theywillbring a new energy and focus to ourmessaging goals while speaking to our corecustomerswith complete authenticity,” he added.

BackboneMedia has its roots in the outdoor industry and specialises in PR,product placement, social media,media buying, jointmarketing andmarketingconsultancy. For further information visitwww.backbonemedia.net.

Atomic Tackle says its decision to supplyretailers direct rather than throughwholesale will result in improveddiscounts. In additionthe UK company is mak-ing free product offerson orders over £250.Atomic will be

promoting monthlyoffers – many on newproducts – allowing theretailer even more profitmargin. And there’s a‘buy ten get one free’bonus deal on its best-selling catapult range.

Atomic point out that its marketingand sales strategy has been signifi-cantly increased for 2010, and sales

representatives havebeen appointed in boththe north and south ofthe country.Packaging has been

updated across theproduct range and thewebsite updated.For further informationand to order a 2010catalogue contact+441932879888 [email protected].

ATOMICGOESDIRECTTORETAIL


COMMUNIQUÉ

FullingMill appointsEdwards as consultant

The RBFF has looked to the cub and scout movements inthe US in its latest initiative to drive participation in angling.The Federation’s Take Me Fishing campaign has intro-duced a programme that makes badges available to cubsand scouts which promote the merits of the sport andencourage scouts to plan and organise fishing trips.“We are thrilled to introduce more youth to the fun and

excitement of boating and fishing,” said RBFF Presidentand CEO Frank Peterson. “We aim to inspire newcomersto get active and develop leadership qualities to ultimatelyprotect the legacy of the sport and future of our waterways.”The badges can be earned by cub scouts and scouts

aged six to 17 for a range of educational and organisational

achievements, including the introduction of newcomers.Findings in the Special Report on Fishing and Boating,

conducted by the RBFF and the Outdoor Foundation lastyear, revealed that participants aged six to 12 are largelydriven by a desire for fun and an interest in exploring thenatural world. Past research shows that 90% of adult out-door enthusiasts were introduced to nature based activitiesbetween the ages of five and 18.“Because patches are an integral component in scout

subculture we are certain that this programme, combinedwith the reach of Boy’s Life and Scouting magazines, is aperfect formula for promoting fishing and conservation,”said Boy’s Life and Scouting Publisher J.Warren Young.

T op fly fishing brand Fulling Mill has raisedits profile still further with the appointmentof master fly fisherman and flytyer OliverEdwards as a consultant. Many of Edwards’patterns – tied to his own exacting stand-

ards – will be available through Fulling Mill. His flies aredesigned to create the all-important ‘trigger silhouette’ andare proven fish catchers.One of the UK’s best known flytyers and a regular

contributor to magazines, Edwards wrote the acclaimedFlytyers Masterclass book and is often seen at flytyingevents around the world.He has represented England in three home internationals

and four world fly fishing championships, as well as

Packaging and storage specialist Measom Freer has intro-duced two new models to its popular jar range, designedto help companies enhance their brand image and improvetheir products’ impact on the shelf.The 10ml jar is available in thick walled SAN with col-

ours to order and the 150ml comes in thick or thin-walledclear food grade polystrene with SAN and colours to order.

Both jars have caps to fit and are designed in attractive,easy-to-handle shapes. The glass-like, lightweight, shatterresistant jars are ideal for boilies, pellets, pop-ups andliquids, says Measom Freer, and complement its existingjar range which is now available through sizes 10ml, 25ml,50ml, 100ml and 150ml.In addition, the company manufactures in-house a huge

range of bottles, boxes, fasteners, measures and scoops –all available off the shelf. It also provides flip caps, droppercaps, screw and snap-on caps. Also available is a bespokeproduct design and printing service for its bottles andancillary products, made to customers’ requirements usingits in-house 3D design and CNC tool-making facilities.“Our stock packaging has a flexible minimum order

quantity of just a single box, which means short leadtimes and optimum cash flow and stock management,”explained Anne Freer.For more information, contact the Measom Freer sales

team. Call +44 116 288 1588, fax +44 116 281 3000, [email protected] or visit www.measomfreer.co.uk.

New models from Measom Freer

RBFFTARGETSSCOUTS INRECRUITMENTDRIVE

winning the Flytyer OfThe Year competition ontwo occasions. A frequentvisitor to Yorkshire’s RiverWharfe, he has a particularpassion for grayling fishing.“We are delighted to

have a tyer of Oliver’scalibre on board,” saidFulling Mill owner andManaging DirectorBarry Unwin.Right: FullingMill’s newsigningOliver Edwards.

MeasomFreerhasextendedits popular jar range.


COMMUNIQUÉ

16 AnglingInternational March2010

Svendsen andOkumastrengthen alliance

Okuma’s Trio andMakaira reelswill beat EFTTEX.

Svendsen Sport and Okuma Fishing Tackle,Taiwan, have announced a closer workingpartnership and plans for “considerableinvestment” as part of a joint strategyfor Okuma to take a leading position in

Europe. Okuma’s European Manager Magnus Gun-narsson explains: “Okuma offers unique technologyand, to bring the brand to a higher level, Okumaand Svendsen Sport have increased the cooperationbetween their development teams and will in futurehave a much closer partnership concerning bothproduct development and distribution.“The advantage for both parties is that we can

share knowledge and market intelligence acrossEurope. This will prove to be of great importance toour customers as they will not only receive the newesttechnology but will also see a programme that com-plies more to the European market than ever before.”Gunnarsson points to the fact that Okuma is one

of few brands with its own development, mouldingfacility, engineers and production as key advantages ingiving it an edge over competitors. “There are only ahandful of brands that hold the same technology andcompetences as Okuma,” he continued. “It is no

secret that the vast majority of reel brands todayare private label brands using moulds ormodels from other factories or OEM products.”EFTTEX 2010 will play a key part in the

companies’ marketing plans. Their display at theshow (booth number D12) will include a specialrod programme aimed at the European market,along with their entire US range of boat andsaltwater rods. They will also be showingthe latest reel technology from their Germanengineers, including a new, patented spinningreel. This technology is used in most of thenew Okuma range such as Okuma Trio andOkuma Makaira.More than 12 engineers, rod and reel

designers and other technical staff from Okumawill attend the show to meet European custom-ers in order to learn more about the marketand to listen to special Europeandemands and wishes.“The clear sign from Okuma

at this year’s EFTTEX will be toshow that it considers Europeas one of the most importantmarkets for future growth andthat Okuma is prepared to putconsiderable investment intotaking a leading position therein the future.”

Svendsen Sport has just released itsTackle Guide 2010, containing lots of exciting newproducts frombrands including Okuma, Savagear,Prologic, Imax andHansen. Anyonewho has not alreadyreceived the guide canmake a request by [email protected].

Staff at Okuma’s factory.

ACE aims to capitalise on Dutchinterest with CarpTackle Holland

Advanced Carp Equipment (ACE)has appointed Carp Tackle Hollandas its distributor for Benelux ina bid to make its terminal tacklerange available to the high concen-tration of retailers there.ACE director Max Cottis ex-

plained that interest has been veryhigh following the product launchat the Carp Zwolle show a year agobut that the company’s biggestchallenge to date had been finding

someone with the resources to visit all the shops across theregion and to make the range widely available.He continued: “Carp Tackle Holland has been distribut-

ing for around 12 years and currently services around150 shops in Holland and another 30 in Belgium. Thisfamily-run operation has a great reputation for reliability

The American Sportfishing Association (ASA) is urging itsmembers to “act now” before the implementation of a na-tional policy that could have a major economic impact onthe recreational fishing and boating industries. PresidentObama is considering the measures aimed at the nation’soceans, coastal areas and Great Lakes but, says the ASA,is being pressured to short circuit the process to put newpolicies in place through a presidential executive order.Despite the complexity of establishing a national policy,

and the current lack of final recommendations, such anorder would bypass the necessary oversight and Congres-sional review normally required. ASA’s warning follows therelease last year of a report by President Obama’s OceanPolicy Task Force, which is charged with developing anational policy for conservation and management.But ASA maintains that not only did the report ignore

responsibly regulated recreational fishing as a key eco-nomic and sustainable activity, but decisions made underthe policy could be used to unnecessarily close areas ofsaltwater and freshwater to anglers at a time when theeconomy can ill-afford to lose jobs and income.A statement from ASA adds: “The final reports have yet

to be released and it’s vital that the Obama administrationunderstands how recreational fishing and boating can bebalanced with resource conservation. Take action now!”The statement continues: “Send a letter to President

Obama, your members of Congress, the head of theNational Oceanic and Atmospheric Administration and thechair of the Task Force urging them to ensure appropriatecongressional review and oversight before a new policyis put in place that could have a dramatic effect on thesportfishing and boating industries.”

ASA makes plea to membership

NEWZEALANDNETMAKERS IMPROVEWEBSITE

and good service. Most importantly, having spoken with anumber of shop keepers in Holland, they are well respectedby the trade.”Dick Huigen, founder of Carp Tackle Holland, is con-

fident that ACE products will become popular with hiscustomers. “As a carp angler myself I have used ACE tackleand have been extremely impressed,” he said. “We alreadyrepresent Mainline Baits and Harrison Rods and feel ACEfits in nicely alongside these brands without any conflict,which is very important for us.”The ACE range was exposed to more than 8,000 anglers

at the recent Zwolle 2010 show and Carp Tackle Hollandis visiting all its accounts in the coming weeks to presentthe brand. Anyone wanting to place an order or seekingmore information should call +31413253427 or [email protected]. Carp Tackle Holland replaces MarcWestenberg of Quality Carp Tackle, who was previouslyservicing Benelux for ACE.

ACE’s Max Cottis has tar-geted the Dutch market.

Mclean Angling Ltd, the New Zealand-based manufacturerof landing nets, has announced the launch of its newwebsite. Mclean has specialised in the manufacture oflanding nets since 1987 when it invented the world’s firstcatch and release weigh net. Since then it has enjoyedtremendous success as a sought-after brand by customersthroughout the world, with distributors in 22 countries.“As our business continues to grow internationally it was

important for us that our overseas distributors and custom-ers could view the entire Mclean product range online,which has expanded to include many different net stylesfrom small book trout through to carp and large salmon,and now kayak fishing,” said Mclean’s owner and CEOSteve Patterson. “The new Mclean site also tells about the

company focus on making products that havegreat functionality and are built to last” he added.Visit www.mcleanangling.co.nz.

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COMMUNIQUÉ

EscaGlobal sets sightsonAsianmarket

Hardy & Greys has appointed Dave Costeras Product Manager of its coarse product de-velopment team. The well-known match andcoarse angler has been a consultant for thecompany for more than three years and washeavily involved in the Hardy Marksman andnew Greys Specimen and Specialist ranges.Coster, who is also a frequent contributor

to the angling press, will relocate to Alnwickin Northumberland, where the company isbased, from his southern home.Hardy & Greys Managing Director Richard

Sanderson said: “Dave brings a wealth of

experience from both the coarse market andthe fishing tackle industry to this full-timerole. We look forward to launching manynew products with his expert knowledgeof the coarse and match markets.”For further information on Hardy,

Greys and Chub products you can visitwww.greysfishing.com or contact LucyBowden at [email protected].*Hardy & Greys has announced its sponsorshipof England Men’s World, European and Riversfly fishing teams for 2010 and will be providingfinancial support, clothing and equipment.

Esca Global, the Norwegian manu-facturer of fish attractors, hastaken the next step in its growthstrategy by opening an Asianoffice in Hong Kong. Esca Global

Asia went operational in February and meansthat the company now has offices on threecontinents – Europe, North America and Asia.Morten Dale, Managing Director of Esca’s

Norway office, explained that the move fol-lowed increasing interest from Asian countriesand Australia. “With more and more requestsfor our products from customers in variousparts of Asia, as well as Australia, we saw theneed to set up this new office,” he said.“It’s all about our customers. Having an

office in Hong Kong enables us to be moreresponsive in these regions. Not only willlogistics be easier and less costly, but we’ll

The European fishing tackle industry has mourned theloss of Leif Erich Dorffel, who has died aged 55 afterbeing ill for more than a year. Dorffel spent many yearsworking for O.Mustad & Son and also served on theEFTTA Board from 1992 to 2004.Starting his career with Mustad in September 1974 as a

trainee in the electronics department, he joined the salesteam in 1984 where he held the position first as MarketManager for the Nordic countries before taking charge ofproduct development in 1994. In 2000 he was promotedto Quality/HMS Co-ordinator and two years later wasplaced in charge of the industrial fishing hooks marketuntil leaving in 2003. He was welcomed back in 2008 towork within Mustad’s Longline organisation.Per Westerlund, President of Bios, was elected to the

EFTTA Board at the same time as Dorfell. He told AnglingInternational: “We had many good meetings together andoften got the opportunity to exchange opinions in ourlocal Swedish and Norwegian languages. I think this gaveboth of us some confidence as newcomers. Many of uswho got the chance to work with Leif will miss him.”A statement from Mustad recalls Dorffel as “an

inspirational chap with boyish good looks and a winningpersonality.”It continues: “During his time with Mustad, Leif Erich

made many friends in the industry. His enthusiastic andcharming approach made him very popular amongstcolleagues, customers and everybody else he came intocontact with. Leif Erich leaves an empty space with bothhis family and colleagues. He will be deeply missed.”

AnglingmournsLeifErichDorffel

DAVECOSTERBOOSTSHARDY’SPRODUCTTEAM

Newarrival: DaveCosteriswell knownon theUKmatch scene.

MDMortenDale: “Thenewofficemakesusmore responsive.”

be able to focus on any special needs that areinherent in these markets.”It has been an eventful few months for the

Norwegian business, which only recentlyagreed a deal with Lowrance to distributeits products in South Africa. Esca will also belooking to establish further distributionagreements when it exhibits at EFTTEX inValencia in June.Esca is a light-emitting attractor powered by

saltwater and which can be used to improve theperformance of all lures and terminal tackle. Forfurther information call +4790840496, [email protected] or visitwww.escaglobal.com.


COMMUNIQUÉ

20

Russia’s RBCompany ‘alreadyplanning launches for 2012’


A long-casting, tangle-free lure that can be fished at differentdepths for a variety of predator species.Engineered fromhigh-quality, non-corrosive, non ferrous alloys.Die cast and electroplated in copper, silver, nickel andevengold.Topquality corrosion-proofmicro ball-bearings.Strategically placed rotors to takeadvantageof watermovementand rate of retrieve to create unique actions.Available with dual rotors going in different directions.Choice of designs, colours, weights and finishes.Equippedwith finewire Owner hooks.Made by experts experienced inmetal working and engineering.

Sowhat isanRBDevon?

The company’s success has beenbuilt on variations on one lure,such as the Strekosa, here. Butnew designs are being planned.

the air or fixed artificially. They result directlyfrom manufacturing expenditure.“Our microbearings are of military quality

and accuracy, and our lures are plated withexpensive metals such as silver and gold. Inaddition, the great experts we employ in ourfactory means labour costs are high. Andof course we insist on multi-stage qualitycontrol. Looking ahead, our main objectiveis to control expenditure at a lower level.”RB has a comprehensive trading network

throughout Russia – considered by Gorsky as“among the greatest markets on our Conti-nent” – and is proud of its good relationshipswith leading companies like Apico-Fish,White Bear and Salmo. But looking to futuregrowth, he believes that the priority is notcountries but rather about the nature of newpartnerships. “We are looking for partnerswho share the same philosophy as us, whowant quality and who consider there shouldbe top class products in the assortment ofevery shop,” he observes.

RB Company MD Gleb Gorsky:“We must go further.”

R ussia’s RB Devon company, themanufacturer of contemporarymetal spinners modelled onthe traditional Devon minnow,is already working on “revolu-

tionary news baits” for 2011 and 2012 as itprepares to build on its recent successes.RB was launched only four years ago, but

is already hugely popular in its home countryand, after winning the Best New Metal LureAward at last year’s EFTTEX, is growingbusiness across Europe and in Canada.But Managing Director Gleb Gorsky

is adamant that only through forwardplanning and choosing the right partnerswill his company maintain the enviableposition it has created for itself.“We have learned a lot in a short time,”

Gorsky told Angling International. “We knowthat if you want to gain a lasting foothold inthe market then you should begin straightaway with high quality products.“The market is full of cheap products of

far-from-good quality and that is not wherewe want to operate. Undoubtedly, our longexperience in metal working helps in makinghigh quality products and top class galvanics.Also, our team, including myself, has a classicaleducation in hydraulic engineering.“In our laboratory we study the movement

of water across solids, how the water reactsand what we can do to make it better. We arecontinually carry out experiments before webegin manufacture.”Sustaining this high level of production

means that Gorsky’s spinners are pricedat the high end of the market. So has thispresented problems in what remains a tougheconomy? “That is a very important question,”said Gorsky. “Our prices are not pulled out of

RB’s success to date has been based onvariations one specific lure. But what of thefuture? “Lures on microbearings are ourbrand and something we are very proud of,especially Strekosa and Osa. But we don’twant to stop there. We have many revolutionarynew baits and hope to launch them after testshave been completed. We are already testinglures for 2011 and 2012.“Being acknowledged with an award at

EFTTEX last year confirmed that we wereheading in the right direction, but we mustgo further. We have exciting new products for2010 like Kolibri, Skat, Pelengator and Finderand we will be showcasing these in Valenciawhere we hope to find new distributors.”Other marketing activity this year will

include the Spring Fishing and Boat Show inCanada and the company will also be doingproduct presentations in Germany (seewww.rb-devon.de; [email protected]), attend-ing other fishing shows across Europe andadvertising in fishing magazines. For furtherinformation call +74957301709, [email protected] or visit www.rb-bait.ru.

Devonsaremade fromnon-corrosive alloys andOwner hooks.


COMMUNIQUÉ

22

Fish and Fly Ltd to put historicangling reference book online


Online publisher Fish andFly Ltd has acquired thepublishing rights to Whereto Fish – often referred toas the angler’s bible in the

UK – from Tom Harmsworth Publishing. Fishand Fly plans to launch the reference bookon the web as soon as possible.“We are already working on updating the

information and will continue to publish it asa book in its current form, although we hopeto make it even more in-depth in the future,”explained Fish and Fly owner RichardHewitt. “The book remains very importantand we are also excited to be able to make

this historic brand availableon the website as well atwww.wheretofish.co.uk.“This fits well with our new Atlas

domains, like www.carpatlas.comand www.salmonatlas.com, whichbring to life the directory style ofwebsite.”Where to Fish was first published

in the late 1800s and has becomea reference book universally knownto fishermen everywhere. Approach-ing its 92nd edition, it is currentlypublished every two years and seeksto include detailed information onevery UK fishery plus advice aboutinternational destinations.Fisheries will be able to obtain an

entry in the book or on the web freeof charge, and will have the opportunity

to support their entry with advertising.Similar opportunities exist for fishingtackle shops and hotels.Lord Harmsworth, owner of Tom

Harmsworth Publishing, said: “Whereto Fish is the only successful anglingdirectory, national or international,comprehensively serving the sport. Itis the angler’s bible. As publisher since1982 I am delighted that it is passinginto excellent hands.”

Fish and Fly is the online publisherof several of the busiest fishing-relatedwebsites, with numbers approaching4,000,000 visits per year. Its busiestsites include www.fishingmagic.com,www.flyforums.co.uk and the US-based

site www.theflyfishingforum.com.Further information is available [email protected] 01293888828.

“Wewill continue topublish it asabook initscurrent form”

Outdoor Identities, parent com-pany of camouflage conceptFishouflage, has relaunchedthe Fishouflage website to en-compass more news about thebrand, its partners and strategicalliances.Fishouflage.com has become

the hub for all things connectedto the brand, including its all-star pro staff and the expand-ing range of officially licencedproducts. Features also includepro gear spotlights on Fishou-flage gear, a detailed patternguide and video tips and blogsfrom the pros.The Fishouflage patterns, launched

at ICAST last July, comprise high-tech3D camo patterns based on aquaticenvironments and favourite species.Described as “the anglers’ uniform”,the first four patterns featured on thenew site are Bassouflage, Walleyeflage,Crappieflage and Muskyflage.Explaining the improvements,

Outdoor Identities President PaulBernegger said: “Since its introduction,

Fishouflagewebsiteupdatedwithmorenews

Fishouflage has begun to take on alife of its own and we wanted a sitethat could grow with us and showcaseeveryone’s love of the sport. Users willfind a much richer experience withnews about Fishouflage, but moreimportantly, about our partners andstrategic alliances for the brand.“Whether it is a consumer looking

for products or a potential licenseewanting to learn more, Fishouflage.com will meet their needs. We en-courage everyone to take a tour.”

Above: The Where to Fishdirectory is regarded as theangler’s bible in the UK.

One of the first fourpatterns in the range,Bassouflage.

EUROPEANFISHINGTACKLETRADEEXHIBITION

Feria Valencia, Avda. de las Ferias s/n, 46035 Valencia, SpainT: +34.96.386.11.00 F: +34.96.363.61.11E: [email protected] W: www.feriavalencia.com

Valencia, Spain11th-13th June 2010

BE THE BEST, COME TO EFTTEX

EFTTA, Unit 2i, Berol House, 25 Ashley Road, London, N17 9LJ, UKT: +44.20.8365.0405 F: +44.20.8493.7220 E: [email protected] W: www.eftta.com

lBOOK YOUR SPACE TODAY

lB

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KYO

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Book yourEFTTEX standspace. [email protected]


COMMUNIQUÉ

24

REGISTER NOW!

ICAST ‘to be betterfor internationalexhibitors’ in 2010


Over the course of the last decade,the International Convention ofAllied Sportfishing Trades, betterknown as ICAST, has becomethe global destination for the

sportfishing industry. The impressive growth ininternational attendance was again evident in 2009when 63 countries were represented at the sport-fishing industry’s trade show in Orlando, Florida.Produced by the American Sportfishing Associa-

tion (ASA), ICAST 2009 attracted an attendance of7,400 to a show which spanned 400,000 squarefeet of the Orange County Convention Center.In 2010, the world’s largest trade show returns

to the Las Vegas Convention Center from July 14thto 16th. And according to Show Director Maria delValle Hamilton, ICAST is once again expected to bea draw for a growing international audience.“Over the past ten years international attendance,

both exhibitors and attendees, has steadily increased.ICAST is the world’s largest sportfishing trade showwhere the industry gets together to conductbusiness,” del Valle Hamilton said. “We expect tosee continued growth in the number of internationalattendees who attend the show.”ASA President and CEO, Mike Nussman, added:

“Like so many other industries,ours is becoming more andmore of a global market, bothin manufacturing and sales, sowe recognise our show needsto focus on providing value forinternational exhibitors andattendees.“ICAST combines the strong

traditions of our sport with aspirit of innovation to create

products and experiences that make people want tocome back for more.”High on the priority list of international and US

visitors alike will be the New Product Showcase.ASA is in no doubt that the Showcase is the singlemost important feature for exhibitors and attendeesalike and regards it as ICAST’s flagship feature.The Showcase offers exhibitors, buyers and

members of the media a special opportunity to

debut and preview hundreds of next season’sinnovations in fishing gear and accessories. This iswhere the tackle industry debuts its latest innova-tions and recognises the ‘best of the best’.With 17 categories in the New Product Show-

case, including the coveted ‘Best of Show’ award,more sportfishing products and innovations areintroduced at ICAST than at any other place inthe world.In 2009, ICAST’s 52nd year, the New

Product Showcase, the trade show’s flagship event,was more competitive than ever with 208 exhibitingcompanies entering 600 tackle products andaccessories.Buyer’s and media-editorial badge holders are

eligible to vote for the awards and by doing so havea chance to win cash and other prizes. The votingperiod begins Tuesday, July 13, at 5.30pm, and endsat 3.00pm on Wednesday, July 14. There is a limitof one ballot per media outlet and buying entity.

ICASTfishing.org is the access point for everythingICAST. The list of exhibitors, FAQs, floor plan, onlineregistration andmuchmore is available atwww.ICASTfishing.org. Registration is now open online.If youwould likemore information, please call

+1 703 519 9691 or email [email protected].

ASAPresident andCEOMikeNussman.


COMMUNIQUÉ

26

Huge crowdsat Zwolle show


Recession? Whatrecession?”Those werethe words ofjubilant event

organiser Mick Paine, whohailed this year’s ZwolleCarp show in the Nether-lands on February 6th and7th as ‘the best ever’.Record crowds made

the most of the un-precedented line-up of stands fromEurope’s foremost brands, includingShimano, Korda, Delkim, Fox Interna-tional, Nash and Trakker, all showcas-ing their latest offerings.“I couldn’t be happier. We had a

superb Saturday, with 5,200 throughthe door, and at one point I thoughtwe were going to hit 10,000 for theweekend because the split is normally50/50. In the end we did 4,250 on theSunday, but with almost 9,500 visitors– a rise of 5% from last year – I’m notcomplaining. I’ve already got a waitinglist for next year’s show.“Carp fishing seems to be recession-

proof, probably because it’s predomi-nantly a young man’s sport. There areso many youngsters taking up carping,guys with few responsibilities, so theyhave a lot of disposable cash. They’renot going to be buying a car or ahouse, so they spend on their hobbies,and it certainly showed this weekend.“All the exhibitors seemed to be

smiling, with some reporting record

sales, plus we sold moresquare metres of floor spacethan in any previous year– everything was 100%spot-on. The show just goesfrom strength to strength.”Steve Cole, Media and

Publicity Manager for FoxInternational, admitted tobeing ‘blown away’ by theZwolle experience in 2010,describing it as one of the

best shows in recent memory.“It was awesome. The Dutch are

mad for carp fishing and it showed intheir sheer enthusiasm. The thirst forinformation is second-to-none. Welaunched a host of new products, in-cluding the Euro Warrior bivvy, whichis a huge shelter with 1.8m headroomand should prove very popular, espe-cially with carpers on the continent.We also showcased the Ranger-XTrods, a mid-range offering, as well asquite a few new terminal tackle items,including new spods and zig rig floats.An awful lot of effort went into mak-ing sure we got these spot-on in thedesign stage, and feedback from theshow seems it was effort well spent.”“It was the first time we had used

our new stands over there, and therewere times when I couldn’t even getclose to them due to the crowds. Wehanded out over 3,000 brochures andI came away thinking we couldn’t havedone a better job of promoting ourbrand – it was first class.”

Fox’s Steve Cole lead thepraise from the trade.


WHAT SETS VOSSELER’S 2010 REELS APART? See p40

First French show of the year pointsto an upturn in angling’s fortunesLast month’s Carrerfour National Pêche et Loisirsevent kicked off the French angling show calendarwith increased attendances and good sales, buckingthe economic downturn affecting leisure activitiesworldwide.The show, boasting 132 exhibitors this year, is al-

ways the first of the new year and often a barometerfor just how confident the French market is. Andwith 21,000 people attending – a healthy increaseof five per cent on 2009 – show organiser ClementPosada has heard nothing but positive remarks fromthe three-day event at Clermont-Ferrand.“All the feedback I have had has been excellent,”

Posada told Angling International. “Trade was goodand talking to visitors, they seemed interested inwhat we had to offer. I’m shortly expecting the resultsof two studies that I carried out during the showabout visitor and exhibitor satisfaction, which will tellus a lot about what needs altering for 2011.”Every major brand from the French market was

in attendance, including the significant presence ofSensas, Cormoran and Shimano sitting alongside ahost of smaller manufacturers. And despite little inthe way of innovative product being on show, 2010’s

new product lines got an airing to the French publicfor the first time – and the response was good.“We’ve heard rumours of some of fishing’s biggest

brands coming to next year’s show but nothing isconcrete,” Clement added.“This year’s show has only just finished but we’re

already looking ahead at improving. What the suc-cess of the show has done is reinforce our position inthe French market, which has been a pretty difficultplace these last 12 months.”

NEWAQUAZCATALOGUEThe 2010 catalogue from specialist wadercompany Aquaz is now available. Contain-ing new and updated products for the yearahead, it is for both trade and consumersand can be obtained from Aquaz dealers orrequested at [email protected].“The catalogue introduces our new wad-

ing shoes and sandals with Vibram rubbersoles,” said Managing Director BrandonHwang. “It also contains new clothing andaccessories, including environmentally-friendly underwear, softshell breathablejackets, fleece gloves, updated wader linesand more.”


COMMUNIQUÉ

28

Visma teamplanningfor 22,000 visitors


The organisers of what is billed asEurope’s biggest sportfishing show,Visma 2010, are hoping that a host ofnew attractions will pull in the crowdsat Rotterdam’s Ahoy arena between25 and 28 March.Now in its 42nd year, the show

will feature around 100 stands fromcompanies including Shimano, PureFishing, Spro, Sensas, Lumix, Raven,Ijsselsport and Ben’s Fishing Tackle,

and for the first time ever visitors will also be treated to thenew ‘Beet Theater’, where a range of issues affecting themodern day scene will be debated.Added to that, the introduction of five new ‘angling

workshops’ has Visma organiser Andre Hooijer hoping tobuild on last year’s impressive attendance of 22,000.“This year we are hoping for at least the same, but con-

sidering the new elements in the show I feel we can beateven that. The new workshops, covering carp, sea, coarse,predator and fly fishing, are sure to be very popular withvisitors,” said Hooijer.“These will be held in a new 1,000 sqm area where we

have built a big tankwhich will holdcatfish, sturgeon andtrout which peoplecan fish for.”One man who

has high hopes forVisma is Shimano’sBenelux Manager

Andre Piters, who said: “It is a very important event in ourcalendar. Traditionally, the sales season starts right after theshow finishes, so we will be using Visma to display ourcomplete range of products, across all fishing disciplines,including a lot of the new products which we first revealedat the EFTTEX show last summer.“It’s a great opportunity for the public to get their hands

on all the latest Shimano gear.”*Visma takes place from 25 until 28 March 2010 at

Ahoy Rotterdam, in the Netherlands. Entry on the dooris €10 for adults (children under 13 enter free). There arediscounts available for group bookings and those visitorsbooking online (10% off). Opening times are 10am-10pmon Thursday and Friday, and 10am-5pm on Saturday andSunday. Parking at Ahoy Rotterdam costs €10 a day, witha 25% reduction for parking booked online. Other parkingavailable nearby, and park and ride service also in opera-tion.For more details visit the Visma show website atwww.visma.nl.

Organisers of Fehova 2010, Hungary’s17th Fishing, Hunting and ArmsInternational Exhibition, are expectinga 25 per cent increase in attendanceas the show arrives in the capitalBudapest next month.Over 45,000 members of the public

passed through the doors during lastyear’s event but that figure should benearer 60,000 come March 25th asHungExpo, scene of last year’s EFT-TEX show, sees 220 exhibitors parad-ing their wares over the four days.Double coarse world champion and

Spro ace Tamas Walter will be present,along with the victorious Hungarianwomen from last summer’s LadiesWorld Championships. Well-known

Hungarian celebrities and hobbyanglers Ferenc Bessenyi and LaszloCseh will also be in attendance butthere will be just as much emphasison giving the average angler plenty tosee and do.“Hundreds of exhibitors will be

showing their latest products on aspecial stand at the show and we’restill receiving entries as we speak,”revealed Fehova Organiser ValeriaSimon. “We also have several newinitiatives for this year, including aspecial fishing school for children tohelp introduce them to the sport anda kuttyogtato competiton, which isa special way of fishing for catfish inHungary.”

FEHOVAAIMSFOR60,000

Above: the showwill onceagain attract angling’s biggest namesincludingSpro, Shimano, Pure FishingandRaven.

Organiser AndreHooijer: “Wecould beatlast year’s figures.”


BusinessContactTel:+48 52 32 68 016Email: [email protected] Website:www.firmadragon.pl

MYSEASONWITHDRAGONV-LURESThere is only one way to be sure a lure works, saysTeam Dragon angler Artur Szałkowski, and that‘is to test it for real. Here he reveals his personalfavourite fish catchers.

A fter the winter break (and this year– except for sea trout – it wasn’tshort for spinning anglers) youcan always find a great number ofnew lures in the shops. They are

precisely crafted and claim, of course, that theiractions perfectly imitate live bait. Has anyonechecked it? After all, they are new on the market.With Dragon lures you can be sure that everysingle product has been tested on many differentfishing grounds by Team Dragon members. Wehave spent the entire year developing all Dragonproducts in minute detail, just to create luresfit for every condition. Here are some of mypersonal highlights.

ADVERTORIAL

“Theweather has changed totallyin just twoweeks. Springwas in theair. I had caught two rather smallbrown trout since themorning. ThenI decided to replacemywobbler witha small, gold Phantom and cast ittowards a branch sticking out of thewater. Second cast – and a suddenattack. A 50cmsuccess!”

MutantDate: September 2nd, 2009

Location: Lake, Lillehammer area, NorwayLure size:12.5cm

Colour: Pearl with orange bottomJig head:Mustad Classic 6/0, 20g

“I was angling near some underwater hills, located one after anoth-er, at a depth of 4-6metres. Great if thewindwasn’t so strong andcold. Heavily loaded lures and tapping the seabed brings results– thanks toMutant, I manage to catch four fierce pikes.”

PhantomDate: April 3rd, 2009

Location:Giłwa river, Pasłękatributary, PolandLure size:6cm

Colour:GoldJig head:Dragon V-Point

Speed 1/0, 3g

“I was totally disappointed– it wasn’t the sameOrava as it had been four years ago. Wewerechanging places all day long, and nothinghappened! Depressed, I decided to attach aswimbait. I let the 12cm-long Dead Fish swingits long tail when immersed in 17metres ofdeepwater, hoping to attract zander. I wasnearly sleepingwhen I felt somethingwastrying to grabmy rod! Severalminutes of fightand I’ve hooked onemeasuring 83cm. This iswhat fishing is all about!”

Dead FishDate:October 4th, 2009Location:Orava dammed

reservoir, SlovakiaLure size:12.5cmColour: Pearl-brown

Hook:Mustad 91768UB PowerLock Plus no.4/0, with

additional 8g load

“Our boat was anchored near an underwaterhill, the water ninemetres deep. Our lureof the daywas a test version of the Demonshad. I was not lucky enough to catch aone-metre pike, butmy friends caught three– the biggest 111cm. All fishwere caughtusing very slowmovement – theymust hadbeen provoked by the screw-like tail action.”

DemonDate: August 24th, 2009Location:Baltic skerries,Osthammar area, Sweden

Lure size:15cmColour:Glitter with blue back

Jig head:Mustad Big Game8/0,25gwith double hook

BusterDate:November 7th, 2009

Location: Lake, Odense area,Denmark

Lure size:10cmColour: Fluoro yellow

Jig head:Mustad Classic 5/0, 3g

“The showwas spectacular. Nowind,almost no clouds, a clear, 50cmdeepwater and a green carpet-like lakebottom. The pikemust had been attackingin group– two of us caught 64 fish! The fishpreferred the bright-coloured Buster andwereattacking just below the surface; we could evensee their opened jaws just before biting a lure.”

Only at ICAST can you see the latestinnovations in sportfishing gear ANDexpand your global business network

Register now atICASTfishing.org

Produced by theAmerican Sportfishing Association

July 14-16 I Las Vegas Convention Center I ICASTfishing.org(703) 519-9691, x231 I [email protected]

32


COMMUNIQUÉ


Ardent PresidentMichael JBrooks.

Making all its products in theUSA is more than just a pointof difference for Ardent, theMissouri manufacturer of reelsand reel care products. It isall about pride in its crafts-manship and the productsit makes. The fast-growingcompany’s baitcasting andspinning reels have takenthe competition bass market

by storm. And to ensure that its reels are properlymaintained it has created Ardent Reel Care, a rangethat has established a whole new category in thetackle industry.The Reel Care range is quite simply selling off the

shelves in the USA and Canada and for 2010 Ardenthas opened an incredible number of new accountsto achieve phenomenal market penetration.“We make the reels that are winning the big

competitions,” said Ardent President Michael JBrooks. “For example, our top of the range XS1000baitcasting reel gave Alton Jones the edge he neededto win the 2008 Bassmaster Classic.“We have a new F700 Denny Brauer Flipping reel

and we also have the worldwide exclusive for theFishouflage-finished casting and flipping reels. In2010 we are introducing the new S2500 and S2000spinning reels.“All of these products are also available to dis-

tributors who sign up for the reel care programme.”

The Missouri-based manufacturer is bringing itsmatchwinning reels and care products to Europe.And the early signs are that buyers are biting.

Ardent sets sights on Europeafter cleaning up in theUS

“The concept is simple and is a way to ensurethat your expensive reels are maintained and in thebest condition possible to tackle any angling situa-tion. These products are ‘future-proof’. They not onlyconform to current expectations but exceed them.These are unique and market leading in every way.”The range includes 100% synthetic oils and

lubricants, incorporating qualities such as ultra lowviscosity for the reel butter oil combined with anextremely high surface tension. And anti--gummingagents ensure super smooth performance.Every product in the range is unique in that it has

specific additives that ensure it does exactly what itsays it will.Underlining the benefits for distributors, Leib-

brandt continued: “Temperatures are climbing andanglers starting to buy. We all know how the last yearor so has affected the markets but Reel Care is aproduct range that can pull you out of the doldrums.“It’s important that we look forward and offer

something new that has great potential. Reel Caredoes just that. We have already signed up somesignificant accounts in France, Portugal and Romania,with companies in Estonia, Russia and the Ukraineordering this week.“Everywhere I go I am asked: ‘So, what’s new in

the market, what can I have that’s exclusive, innova-tive, easy to sell and with great pricing?’ So I knowthere are distributors out there looking for a way tolift their businesses and I really would urge them tobecome part of this phenomenal success story andsign up – the sooner, the better!”

Ardent is working hard to ensure that all its ReelCare products stay relevant. Anything introduced intothe range must conform to the company’s philosophyof ‘clean, care and condition’, values which are morethan evident in the three key products – Reel Kleen,Reel Guard and Reel Butter – that form the basisupon which the range is built.Brooks added: “We intend to make sure that not

only Ardent reels but also any other makes of reelmaintain their optimum performance levels. The ReelCare programme does that.“We believe the time is right for a new category in

the tackle industry. We are confident that Reel Careproducts will establish Ardent as a brand on the Euro-pean side of the Atlantic. We had a great reception atEFTTEX in 2009 and are working hard to ensure thatdistributors are appointed as early as possible.”The measure of Ardent’s export ambitions is the

appointment of Chris Leibbrandt as its Europeancontact. Leibbrandt points to the scale of Europeanmarkets and their genuine need for Ardent’s productsas reasons for real optimism.“Europe is made up of more than 60 countries

and principalities – that’s a lot of different anglingmarkets. But one thing they all have in common isthey all use reels,” he pointed out. “Ardent Reel Careis a universal range that sells across internationalboundaries no matter what the bestselling reels are.“The reason that this has been such a huge seller

in the USA is that it works for every brand of reelon the market. It is also a short range to stock withexcellent mark-ups. It is affordable with attractiveprice points that make it a natural ‘add-on’ sale oreven an impulse purchase.

COMPANIESYOUNEEDTOKNOWABOUT...

?Want to talk to Ardent?Here’s how to find them...USA Tel:+1 314878 7722 Ext:201 Email:[email protected]:www.ardentoutdoors.comEUROPE Tel:+44 1684 296695 Email: [email protected]:www.charismaticmarketing.com

TheReel Care products:“excellentmark-ups”.


Europe

ThenewF700 reel.

New for 2010, theS2500.

Ardent’s C400casting reel.

34


COMMUNIQUÉ


For the Danish lure maker, fish-catching productsare just part of a sales mix which includes modernproduction methods, stronger databases, socialnetworking sites and online customer feedback.

INNOVATIVELURESSTRIKESWITHNEWMEDIA...ANDNEWTHINKING

Effective involve-ment with mediaoutlets combinedwith genuineproduct innova-

tion, quality, distribution andcustomer care. Sounds likethe right business strategy?Innovative Lures certainlybelieve so. In just four yearsof trading, this approach

has established the Danish company’s reputationand strengthened its market position in a fiercelycompetitive sector.

A proud EFTTA member from the beginning,Innovative Lures quickly displayed acute antennaefor new promotional avenues and actually featured inthe launch issue of Angling International. Back then,co-founder Lars Søgaard outlined the company’sconfidence based upon two years of intense productdevelopment. There were, he said, three key com-pany ground rules – to only develop product witha genuinely new element, to only launch productswhich out-caught those of existing rivals during thetesting process, and to ensure quality levels wouldnot disappoint customers.Now, having strengthened the company internally

whilst continually analysing the market and learning

valuable lessons along the way, Søgaard remainshugely upbeat about prospects for future growth.“We may appear to be small fish in a fierce mar-

ketplace, but we understand that market and keepour fingers on the pulse by remaining active anglers,’’says Søgaard, whose brand’s range includes wobblers,jigs, spoons, spinners, rigs, leaders and soft flies withapplications in both fresh and saltwater settings.“Each single item we have added has new thinking

and enhanced strike-generating features. The manyextra tricks from Innovative Lures products providemore versatility and effectiveness and should certainlybe in every lure angler’s gear box,” he adds.So how exactly has the company been strength-

ened since 2008? Getting the right people and havingthem work in the right defined roles is a big part ofSøgaard’s solution.


Lars Søgaard: “Newthinking is essential.”


WHAT NEW PRODUCT COULD BOOST YOUR SALES IN 2010? See p51

“During the mid and end part of 2009 we brought onboard additional core competencies with specialties inmarketing, finance, production, research and develop-ment, logistics and sales. The likes of Marc Melgaard,Torben Rasmussen, Gregers Lindvig plus some contrac-tual agreements,” he states.“We have also commenced formation of an Advisory

Board with very prominent profiles from the businesswho will bring extensive experience of sales, distributionand branding to the company, subsequently proving thepoint that the company holds interesting new choicesto anglers and the marketplace in general,” he adds. Nonames are being released yet – but watch this space!Another concerted effort has seen improved logistics

to ensure faster market response.“Innovative Lures recognises future increased require-

ments from all markets to react fast and reliably todemand,” continues Søgaard. “So we are improving ourtime-to-market by undergoing more frequent and stricterproduction inspections, increased supplier-platform andsupplier-database.“Furthermore we are managing product launches

better. Not selling expectations, just selling what’savailable! SKU management, focus on inventory turns,smoother operations in warehouses, improved domesticand export shipping – there are so many improvementstaking place here.”

?Want to talk to Innovative Lures?Here’s how to find them...Tel:+4530139591 Web:www.innovativelures.comEmail: [email protected] or: [email protected]

HOWDIGITALMEDIAPLAYS ITS PARTAmajor focus for Innovative Luresin 2010 is the exportmarket,using the product feedback it hasreceived as an accelerator. Keytargets for 2010 are: Germany,UK, Finland, Poland, Czech Repub-lic and Italy.MarketingManagerMarc

Melgaard has underlined thecompany’s deep-rooted belief inestablishing close linkswith the

anglingmediaincludingmaximising itspresence onvarious internetoutlets to har-ness the highlycomputer-liter-ate generationof lure anglers in

the teens-to-30s age group.“In our home country of

Denmarkwe have developeda very good relationship withFisk& Fri (www.fiskogfri.dk).And yes, we have a big focus onsimilar relationships in our exportstrategy going forward formutualbenefits,” he stated.“Our ownwebsite is an excel-

lent start point, showing our prod-ucts in their natural environmentwith underwater videos ofmost ofour products. Viewers will see thatour lures are developed by an-glers with a great understandingfor aqua-dynamics and function-ality. We are proud to share thiswith our fellow anglers.”Facebook, the social net-

workingwebsite which has fast

become a global phenomenon,is another placewhere Innova-tive Lures ismaking existing andpotential customers feel part of a‘family’.“At Facebookwe can stay in

touchwith a broader audience ofanglers, who are our core inspira-tion. Our goal is to be close to themarket by inviting anglers to posttheir thoughts about our products,recommendations for improve-ments, their catches on our lures,and also for product launches andgeneral news,” enthused LarsSøgaard.The Innovative Lures Facebook

group page can be found by sim-ply searching for Innovative Luresat Facebook. “Our pagewill appearfor sign-on,” says Lars Søgaard.

A new Innovative Lures productrange is already being thoroughlytested prior to production, ensur-ing theywill be fully optimised togive the user the best possiblesport upon release.Of the new releases for 2010,

expectations are high for theunique Bombarda Soft Flies whichwill tap an increasingly popularmarket sector which is alreadyexpanding beyond its birthplaceof Italy. However, it’s the SwingTail

– amulti-jointed spoon first seenin the February 2008 launchissue of Angling International–which has become the estab-lished big-selling favourite.The SwingTail (pictured above)

is now available in 7g and 13g(trout), 17g (coast version) and25g (salmon) sizes, in severalcolour combinations, all equippedwith quality VMC3-nickel hooksand split rings. It’s a ‘must-stock’item for any retailer with a cus-

tomer base serious about theirlure fishing.Conscious of the need to

preserve angling for futuregenerations, Innovative Lures isalso delving deep into the use of‘green’materials. But whateveremerges next from its Denmarkthink-tank, it will certainly be trueto the slogan of ‘Beauty and theBeast’. Meaning beauty to the hu-man eye... but an irresistible beastto predator fish across the globe!

The ORIGINAL Magic Swimmeris the tournament proven king

of jointed, hard swimbaits.

Fast-sinking models now available,plus sinking and slow sinking

Fast-sinking versions swim on the drop,without any angler action

�� which allows for a wide range of retrieval speeds

8 sizes in all, ranging from 3 1/2” inches to 9”

Preferred swimbait on the BASS Elite Tour,and the key lure in wins by Todd Faircloth,

Kenyon Hill and Jason Williamson

NEW! Magic Swimmer SOFT,with exactly the same look andswimming action of the original

��

Swims exactly like the original Magic Swimmer

Pre-marked rigging holes in nose and bodyfor perfect hook placement

Package includes theSEBILE Soft Weight System

��

Not just a swimbait, but a very��

on Texas, Carolina and Drop-Shot rigs

�� and to see all models and colors, visit:

www.Sebile.com

Original Magic Swimmer

Magic Swimmer SOFT

38


COMMUNIQUÉ


“Bysellingdirectly to retailersandwholesalerswewill beable tocreatedemandbeforefinding the rightdistributor”

Angling International: You becameCEOof Sébile inJanuary last year and thenMDof AnglersDiffusionLtd (ADL) threemonths later. Howare youmanagingto juggle thedemandsof these roleswith the creativeskills onwhichyour company is founded?Patrick Sébile: I have to say these three roles takepretty much all of my time, with no holidays orrelaxing weekends since last year. So it’s good thatat least my job needs me to go fishing. I am verywell assisted by the team in the USA and aroundthe world, especially my COO Russell Gray. On thecreative side, I have already developed a wide rangeof soft, wired and hard baits, so it doesn’t take asmuch time as in the past and means I can give asubstantial portion of my time to my managementpositions. Promotion takes a lot of my time. Withthe recent addition of the Middle East, we are nowin 40 countries, so I have to provide the knowledgeand help needed by each national distributor.

AI: Are you still able to involve yourself in thecreative process?PS:One hundred per cent! I developed this com-pany because of all the creations I’ve worked on forthe last twenty years, so I really have no plans tohave other people designing and developing luresfor Sébile. Many people come to me claiming theyhave a great idea, but I prefer not to see it in case Iam working on the same kind of stuff myself. If youbelieve strongly in what you are doing, I suggest youdo as I did and create your own company.

AI: At the endof last year you realignedUSmarketterritories and seniormanagement responsibilitiesto improve service. Are you seeing the benefits?PS: It is a bit early to be able to see significantresults, but what I can clearly see is every time aretailer or wholesaler comes to me on that subject,they appreciate the approachability of the salesmanagers and reps that we employ. Our sales forceis knowledgeable about the fish species in their

Investment in stock and a newwarehouse – plus some smart direct selling – hasput Sébile in the perfect position tomeet increased demand for its lures in 2010.

Patrick Sébile: ‘Distributionis the key to success now’

regions and this has helped usbring more lures to the retailers’shelves. For example, with havingBarry Stockhaus in the northernpart of the US as well as Canada,what we are seeing is more andmore shops and wholesalerspromoting Sébile lures due to hisdiscussions about how well theywork for pike, walleye or stripedbass. Remember, a good salesperson does not just sell luresfor us, they sell fishing and theexcitement that everyone haswhen the fish hits the lure.

AI: Doyousee furtherorganisational changes in2010?PS: As you know, Keeton Eoff left Sébile in Februaryof this year to pursue different adventures. We wishhim all the best, but his leaving has actually givenus an opportunity to reassess the southern USA andMexico regions. We have actually brought on SportcoMarketing Inc. to help increase our sales in the TALOregion as well as some of the Midwestern states thatwe did not have representation in. Additionally, wenow have a Latin America sales manager, PhilippeGarcia, and we want to take great care of these ter-ritories. But a big evolution for 2010 is that we arenow able to sell lures to retailers and wholesalers incountries where we don’t yet have a national distribu-tor. We cherish the national distributor approach, andwe only work with exclusivity in each country. Ourcontract also stipulates that we don’t allow nationaldistributors to sell in markets other than their own.But we don’t want to miss sales opportunities incountries where we don’t have national distribution.So by selling directly to retailers and wholesalers inthese countries, I believe we will be able to meet theexisting demand, then make it stronger, with the goalat a certain point in time of finding the right exclusive

national distributor to handle the country. This is thebenefit of the investment I made last year to move to abig warehouse and build stock.

AI:What is the biggest thing youhave learned fromyour experience of establishing Sebile in theUS?PS:Nothing is impossible if you believe deeply inwhat you are doing. As an entrepreneur, the USAwas the toughest challenge for a foreigner, a verystrong market that was very difficult to penetrate.Several European companies, not just in the fishingindustry, have tried to become established there, havespent millions in investment and have abandonedthe attempt after a few years. My partners and myselfdid not get into the same situation. We came with alimited amount of money, but great faith in what wewere doing and respect for the established brandsand the American people. So the welcome and theposition we have achieved today is so rewarding!These people are very open-minded, and if you bringsomething that has a benefit for them they will giveyou your chance. It is then up to you to prove thevalue of what you are doing.

AI:What are the keydifferences betweenmarketing toUSandEuropeanmarkets?PS:Actually there are a lot of similarities, but I haveseen a difference in attitudes. In Europe, and I wouldsay mainly in France, few people were paying at-

DOUGOLAN

DER,SPORTFISHINGMAGAZIN

E,USA



WHAT MAKES AMIAUD’S NEW BAIT BOAT SO SPECIAL? See p48

tention to my background with my 300 record fishcatches, travelling and guiding all around the world,and different creations such as unique rods for SERT,in-line spinners for Mepps and new hook shapesfor Gamakatsu. It’s a cultural thing. When I cameout with my lures, many people just criticised thembecause they were different to other brands, withoutpaying attention to the products themselves. InAmerica journalists, anglers and retailers don’t judgethe product on whether it fits the trends, they try itand judge it on how well it works.

AI:Wherewill yourmain focus be in thenext twoyears,theUSor Europe?PS: Soft plastic lures will be at the centre of Sébile’sdevelopment. In addition, a big part of our strategywill be to support our national distributors. This iswhy my sales managers are also avid and experiencedanglers, so they are able to be out in the field withjournalists on fishing trips, sharing with them theirknowledge and the different uses of each lure. Thisis where Laurent Picq in Europe and Russia is avery strong asset. He is a top level zander and pikeangler, and when he is fishing with a distributor, localjournalists or representing us at a show in ClermontFerrand, Moscow or Dubai, no one is better at creat-ing the greatest possible impact on sales and brandpromotion. This helps the brand credibility.

AI: Youhavebeenon record as saying the quality ofdelivery has beena key issue for you in the past. Isthis something youare still working on?PS: This is correct. I said that in the context of a

brand that created such an explosion in demand thatno company in the world would have been able tofulfill the orders. That is why part of the plan I haveput in place is to take a 6,300 sq ft warehouse. Wenow have several monthly deliveries there from thefactory and each customer is now able to see that,since last summer, our ratio of filling orders is prettygood. No one is waiting to receive their baits. In addi-tion, we now provide our customers with stock detailevery week, so they are sure to get what they order.It makes our business easier too, with very few backorders to track. This was and is a big investment butI can see it paying off very well already. Links withmany national distributors have been improved a lotas a result, so not only is the US retailer seeing thebenefit from this, but also everyone from the anglerall the way through the different levels of the sellingchain. And of course Sébile as a company is reapingthe rewards. In 2009 we did 2.2 times the sales weachieved in the previous year.

AI: In 2008youwon theEFFTEXhard bait award and in2009both hard and soft bait awards at ICAST. Canweexpect something special fromyouagain in 2010?PS: I won’t say that I have now got all that I wanted,but this has certainly fulfilled long-held dreams bothas a lure designer and a CEO. To appear in Field andStream, the reference point for the outdoor worldfor more than 110 years, was also fantastic, alongwith several ‘best bait of the year’ awards from othermagazines that I deeply respect. But whatever hap-pens, I just plan on staying who I am, always easyto reach and able to share my passion, whether it is

with Joe’s shop or with the biggest fishing cataloguebuyer. If Sébile wins more awards and accolades inthe future it will make my heart beat just as fast as itdid the first time. I don’t think you can get used tothat – and I wish not!

AI:What canyou tell us about newproducts for 2010thatwill excite themarket place?PS:We will focus on truly innovative ways tobring soft plastic worms, spinnerbaits, deep divingcrankbaits and weighted hooks to the market. Ijust consider myself an angler who faces the sameproblems as every other angler, so as a designer Iwork to bring solutions that work for myself and mycustomers. I probably wouldn’t do stuff that getsso much recognition if it was just for money. Myinvolvement is linked to the benefits I will get whilefishing myself!

AI: Finally, what doyou see as thenext big step forSébile as a company?PS: Reaching new levels of distribution. I don’t wantany half measures in making this company a majorplayer in the fishing business.

?Want to talk to Sébile?Here’s how to find them...Tel:+1 325 437 8103 EmailUSA:[email protected]: [email protected] Web:www.sebile.com www.sebileusa.com

40


COMMUNIQUÉ


The German fly reel company is putting its faith in engineering excellence as itlooks to add Canada, New Zealand and Australia to its growing distribution list.

Ralf Vosseler: “Wewantto beangling’s Ferrari.”

Vosseler brand buildingshows no sign of stopping

L eading fly reelsbrand Vosseler isputting Germanprecision engi-neering at the

heart of its plans to become adominant name in the sector.After huge success in Europeand the USA, the company isnow targeting distributors in

Canada, Australia and New Zealand with its range ofmodern, hi-tech reels.Vosseler’s ambitious plans have been fuelled by

the positive response from its current distributors toits expertly engineered products. The latest launchesfor 2010 once again feature fly reels that have beendesigned, developed, machined and finished in thecompany’s headquarters in Talheim, Germany – an-other factor that gives Vosseler the edge over its rivals.“When customers think of fly reels, we want

them to think of Vosseler, the leading brand that

embodies the very best qualities of German engineer-ing,” Ralf Vosseler, the company owner and MD, toldAngling International. “We know that when custom-ers open the box and see ‘Made in Germany’ they feelreassured, which is not necessarily the case with reelsmade in the Far East.“These fly fishermen know for certain they have

a high quality piece of engineering in their hands.Germany has a reputation around the world forengineering excellence. And Vosseler reels embodyall the qualities of accuracy and reliability that youwould expect from a German-made product.”Vosseler has its own turning and milling machines

on site at its factory. As MD, Ralf Vosseler prideshimself on leaving nothing to chance during theproduction process, from start to finish. Even thelaser marking and assembly are carried out under hissupervision in Germany.“We have had great success around the world

because we design, develop and engineer everythinghere in our own factory,” he explains. “We control

VOSSELER’SOEMSERVICE:THESECRETSOFITSSUCCESS

the whole process and can use all our experience toguarantee a perfect end product. This is what will setthe Vosseler brand apart as we begin to enter newmarkets.“We have won admiration and distributors in

Europe and the USA. Now we want fly fishermen inCanada, Australia and New Zealand to feel theVosseler difference. During 2010 we will welcomeserious distribution enquiries from these threeterritories in particular.”Distributors are promised a high level of quality

(“That is our hallmark,” says Ralf Vosseler) plus con-sistent supply and customer service thanks to years ofdelivering reels in the OEM sector (see panel below).But above all there is Ralf Vosseler’s commitment tocreating a renowned global brand in the fly reelsmarket. “Vosseler is the reel one,” he says. “Whenpeople think of fast, red sports cars, they think ofFerrari, when anglers think about engineered fly reels,we want them to think of Vosseler.”Distributors in Canada, Australia and New Zealand

in particular, take note!


THE COMPANY’S INTERNATIONAL AWARDS

2004Runner-up for theBest Standunder30sqmat EFTTEX, London2005Ka-ChingAward (chosenbyretailers andbuyers at the FlyFishingRetailerWorld TradeExpo inDenver)2006Winner Visitors’ Choice atEFTTEX, Brussels2007Winner, RedDotDesignAward2008Nominated for Germany’sDesignpreis20082009Commended for theBestNewFlyReel Award at EFTTEX, Budapest

German quality has alsowon business forVosseler in the OEM sector. “Our expertisemeanswe canwork with other fly reelmanufacturers and help themwith productdevelopment,” says Ralf Vosseler. “Havingeverything on hand in one location here atour German factory alsomeanswe have anefficient process for delivering completelyfinished products for customers.

“We have lots of customerswho haveused Far Eastern suppliers in the recent

past, and they quickly see the advantages ofusing us instead.”

Vosseler identifies four key advantagesthat his company has over its competitors:1. Accessibility. Vosseler’s location in Ger-manywith everything in one placemeanscustomers have to travel fewer airmiles toget the products theywant. “There is no trav-elling all over theworld dealing with differentsuppliers,” says Ralf Vosseler. “Clients canfly in to Zurich or Stuttgart, it’s so easy. Weare a few hours from the US, and one or twofrom anywhere in Europe.”2.Delivery. “Being based in central Europemeans shorter lead times compared to theFar East,” adds Ralf Vosseler. “We can ship ina day or two rather thanweeks. We can alsobe flexible during the season.We can react tomarket trends and fashions quicker than ourcompetitors, providing reels in new colours,for example, even inmid-season.”

3. Accountability.Ralf Vosseler: “Clientsdeal directly withme. That’s important, theyneed to know somebody senior is lookingafter their interests.”4. Customer service. “We happily pickclients up from the airport. We discuss theirneeds in the car, we go to our headquarters,talk somemore, enjoy some fishing on ourprivate river near Talheim and a few dayslater we have a prototype for them.”

Prime location: the Vosselerfactory in Talheim.


Left: Captionflyvice

HOW IS SEBILE ACCELERATING GROWTH? See p38

?Want to talk to Vosseler?Here’s how to find them...Tel:+497464978596 Fax:+497464978597Email: [email protected] Web:www.vosseler.com

1. The Pro-Flyfishing RC-SeriesLightweight and elegant, the RC is simplicity itself. Vosselermarkets it as the idealreel for beginners and experts alike – at an unbeatable price.

VOSSELERFLYREELSFOR2010

2. The Pro-Flyfishing RC L-Series NEW!The RC L is the big sister of the RC, combining all the advantages of the classicRC-Series with those of a large-arbor reel.

3. The Pro-Flyfishing DC-SeriesA state-of-the-art reel engineered for durability. Vosseler’s best-selling reel is suitablenot only for dry fishing, but also for light saltwater use for sea trout or bonefish.

4. The Pro-Flyfishing S-SeriesThe ‘workhorse’ of the Vosseler range, the S-Series is equippedwith a self-lubricating,powerful disc-dragwhich can be adjusted perfectly by a handy drag knob. It is aneasymatch for salmon and steelhead, Baltic trout and Carribbean tarpon.

THEVOSSELER FLY TYINGVICEManufactured in Germany, the Vosselerfly tying vice has twice been recognisedfor its innovative design. It won the pres-tigious Red Dot Design Award inMarch2007 and in 2008was nominated forthe Designpreis, the top national designaward in Germany. The secret of its

success lies in a suction-cup base thatholds the vice securely even on smoothsurfaces. Once the base is secured, theVosseler tying vice can be rotated alongfive axis points. The vice’s patented jawssecurely hold the hook on four sides.Crafted from surgical steel and

high-grade aluminium, it is a tough andversatile tool, allowing sellers tomakebold claims about its uses. It can beused on a dining table without leavingamark, stuck to the side of a truck forsome evening tying in camp or securedto the casting platform of a flat boat.

1 2

3 4


>

EEFTTEXFTTEXNEWSNEWS

Anopen letter from theCEOtoall non-EFTTAmembers

How would you react if yourcompany was made to stoptrading? If the business youhad built up, perhaps overmany years, was threatened

with such force that it would cease to exist?I am sure you would fight tooth and nailto save it, and spend whatever you couldafford to fend off the outside influences thatthreatened it. And if other companies thatyou relied on for trade were similarly at risk,surely you would not hesitate to join forceswith them to save your livelihoods?So why have you not joined EFTTA? For

more than 25 years EFTTA has been acting toprotect the interests of the trade in Europe.When the interests of the trade – and by thatI mean the interests of your company – havebeen threatened, EFTTA has reacted.

I would not like to imagine the state ofthe industry if EFTTA had never existed, andyet the threats are still there. In fact, they aregrowing more numerous, more powerful andmore determined.Thanks to the support of our current

membership we have financed a lobbyingoffice in the European Parliament. It hasworked to counter the pressure exerted bynational governments and powerful publicly-financed NGOs. You can see every month inthis magazine that we are very active in this

regard, but sometimes it is like being Davidagainst Goliath.Lobbying consumes time and energy. You

need to supply precise data and economicstatistics; and you need to hire expert andscientists to counter the arguments of youropponents, in angling’s case most of themheavily financed with European publicmoney. Our opponents have a big voiceand they are surfing on the extremist ‘GreenWave’, particularly at election time. It makesthem particularly dangerous.And yet we have taken on fights and

won. With the precious support of EFTTAmembers we fought a long battle to convincethe European Parliament to vote to adopt acontrol of Europe’s cormorant population.With our members’ support we have beenable to achieve modifications to Article 47

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

EXHIBITORS UNVEILTHEIR PLANSFrance’s Delalande onwhy Valencia is theperfect host venue.

IMPORTANTVISITOR NEWSYou can nowpre-register forentry online.

AMIAUD TARGETSGERMANYFrenchmanufacturer isready to impresswith itsnew speed bait boat.

8-PAGESPECIALSECTION

JEAN-CLAUDE BELEFTTACEO

“The threats toanglingaregrowingmorepowerful thanever–andmoredetermined”


of the new Common Fishery Policy,exempting saltwater fishermen fromquotas and licence requirements.But we have succeeded not only

on behalf of our members; everycompany in Europe has benefited,including your own.So, I ask again, why have you not

become a member? Surely you cannot believe it is right that a member-ship of 250 companies is financing ac-tion that benefits all 2000 companiesacross Europe – including your own?

But if the interests of fair play donot motivate you, think about this.We have achieved so much with onefull-time lobbyist, just imagine whatwe could achieve with extra resources.And it is certain that we need thembecause the threats keep coming.Why have you not become a mem-

ber when your industry is threatenedby the trend towards micro power sta-tions? They sit on rivers producing socalled ‘green power’ yet without ourvigilance they can end up destroyingthe river’s life and fragile ecology.Why have you not become a mem-

ber when there are powerful forceswho want to ban fishing altogether?They argue that fish feel pain and thatit is not fair to play with them without

killing them. It’s happened in Switzer-land, so where next?Why have you not become a

member when yet more threats, as yetunknown, could rear their heads andcatch the industry off-guard? Whenwill it be too late for you?I know that EFTTA has your

goodwill. But goodwill is not enough.If we are to protect your interests, weneed resources, and for that we needfinance. To continue to protect yourbusiness we need your membership.You need to understand that being amember is not just about participatingat EFTTEX, it is about contributingto the future of the trade – and ulti-mately saving your own business.The more finance we have, the

more effective we will be. It’s assimple as that. EFTTA is an efficient,well-run Association that has proveditself over many years. Your contribu-tion will be used wisely paying foran experienced second lobbyist, foraccess to important data, for theappointment of credible experts, formeeting MEPs and arguing our case.It will be a geniune investment toprotect your business.Why have you not become a mem-

ber? I don’t think you have an answer.

“Surelyyoudonotbelieve it is right that250membersarefinancingaction thatbenefitsall2,000companies inEurope?”

Bring the whole world to your standat Feria Valencia in June.

YOUREFTTEXADVERTHERE...

It’s your unique opportunity tospeak to the trade...

Call LuciePetrickovaon+447825999230orfax+441225760249 Skype [email protected]



Delalande Pêche setssights on North AfricaDelalande Pêche, the French companyspecialising in soft plastic lures, haswelcomed the choice of Valencia asthe destination for EFTTEX – believingthat its proximity to North Africa mayhelp it develop that market.“We expect the location of the

show will be an opening for us in theNorth Africa market,” said ExportManager Sandrine Weisse. “EFTTEXis a good opportunity for us to meetnew partners who won’t answer toemail prospection or who prefer to seeand touch before ordering. Nothingcan replace the feeling of our lures incustomers’ hands.“This year we’ll be presenting prod-

ucts that have been created directly asa result of demands from our custom-ers. These include the Buster Shad,which is getting a very good receptionat the moment. We think it will be avery good year for business.”The Buster Shad is a soft lure with

MAKE CONTACT BEFORE EFTTEXTel+33 2 47 73 65 65 Fax+33 2 47 53 96 61Email [email protected] www.delalande-peche.fr

EFTTEXSTANDNUMBERE19

Vega launches magazinePortuguese company Vega will be raising its profilein the run-up to EFTTEX 2010 with the publica-tion of its own newspaper. Jornal Da Pesca is thefirst free fishing newspaper distributed in Portugaland is aimed at all anglers.

“We will publish bi-monthly to begin with butwe may increase frequency to monthly by the endof 2010, depending on the success of the initia-tive,” said Vega CEO Jorge Mourinho.Vega will initially distribute 15,000 copies

among 300 of its retail customers but plansto grow this to 25,000 in the near future. Thefirst issue will comprise 16 pages and this willincrease to 24 with the second issue. Advertising

support includes household names such as Yamaha.Vega regards the Valencia show as another key step in its development as a

global brand, making the relatively short return journey from Spain with strongleads for more distributor partnerships.

MAKE CONTACT BEFORE EFTTEXTel+351 219 617455/6 Fax+351 219 617457Email [email protected] www.vega.com.pt

EFTTEXSTANDNUMBERD71

impressive detail. The constrictedmiddle conjures up a soft swimmingaction while the three holes in the backhalf of the lure create a turbulencewhich complements the rolling effectcreated by the unusually shaped tail.Designed for linear and vertical

fishing, the Buster Shad is available in11cm and 13cmmodels.


Vosseler - The Reel One. Made in Germany T +49-7464-978596 W www.vosseler.com E [email protected]

Meet your Reel dream.



A striking bait boat will play acentral role when Amiaudunveils its new products atEFTTEX in June. The innnova-tive French company will be in

Valencia to seek new European distributorsfor its Carp’o, Pike’n’Bass and Seanox ranges.In particular it has high expectations for thespeed bait boat, which is among a number ofnew launches under the Carp’o banner.Conceived and manufactured in France,

the bait boat is exceptionally solid anddurable thanks in part to a hull made usingpolyester. Its streamlined profile has beendeveloped to give exceptional stability overthe surface of the water. At the back of theboat a revolving screw gives unrivalledaccuracy when it comes to dropping anykind of bait. Amiaud claims it is much betterthan the traditional and much less precisetrap-door system.Created with a motor and radio con-

trol system from the renowned Graupner

Left andbelow:features includeascrewbait dropperandaGraupnercontrol system.

Amiaud unveils newbaitboat as it targets expansionintoGermany

“Amiaudhasbuilt areputation for supplyinganglerswith innovativeproducts”

company, the baitboat is exception-ally easy to control, evenat night where its lightingsystem makes it highly visible overlong distances. It has 20 LEDs at thefront; red and blue lights at the rear; andone yellow and one green light at its sides.The boat is supplied with full instructions,a 12V/7amp battery and charger. There isthe option of additional batteries so anglerscan couple two together to extend the boat’soperating range.Over 35 years Amiaud has built a formida-

ble reputation for supplying French anglerswith innovative and comfortable products.

It has delivered a huge number of advances,carefully adding new developments while fol-lowing its own maxim of “the best evolutionsare those you don’t even notice”.Amiaud has created a dynamic distribution

network throughout France with strong linksin all major regions. The famous Carp’o rodpod, the original carp rod rest from Amiaud,helped extend the company’s reach acrossEurope. With its three major brands offeringa wide range of products for all types offishing, Amiaud is intent on reaching all thecountries in the European Union as well aspenetrating territories further afield.At EFTTEX it will also be showcasing new

products from Seanox, the fast-growing seafishing brand that it launched two years ago.New products from Seanox for 2010 includestainless steel rod/outrigger holders, foldableanchors in galvanised steel, line winders, asurfcasting tripod, nets, trolleys and baskets.Amiaud particularly welcomes distribution

enquiries from Germany for all three of itsleading brands.

MAKE CONTACT BEFORE EFTTEXTel+33 2 51 07 89 94Email [email protected] www.amiaud.net

EFTTEXSTANDNUMBERD09

Right: the streamlinedCarp’o bait boat hasbeendesigned tobeexceptionally stable.

March2010 Angling International 51

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

you needproductsto knowabout

Each month the product editors at Angling

International select themost exciting new

tackle being brought to market. Tohelp you

decide on their appeal to your customers, we

will include insight from the manufacturers so

you can start doing business immediately.

2 The WilliamsFlasher is offered in 16 colours and two sizes. The F1 Flasher weighsten grams and measures 7cm while the F2 is 14 grams and 8.5cm. It is availablepacked singly without a hook, or with a hook in a siwash hook version. Williams,a leading lures brand since 1918, welcomes distributor enquiries outside of NorthAmerica and Russia, where it already has established distribution.

What themakerssay: “The slow, wide, side-to-side wobble, fished either withor without hook, and followed by a baited snelled hook or fly, is hard toresist by trout, pike, zander and other game fish. Williams’s renownedgenuine silver and 24 carat gold jewellery-quality finishes reflect availablelight further and brighter than traditional nickel or brass finishes.”

10

BusinesscontactsTel:+1 970 241 8780 Email: [email protected]:www.tuf-line.com

BusinesscontactsTel:+1 819 563 2115 Email:[email protected]:www.williams.ca

Building on the success of its TUF-Line XP braid, WesternFilamenthas introduced TUF-LineXP Indicator, which uses a repeated coloursystem to provide precision and accuracy for trolling and jigging.Indicator is available in tests from 10lb through to 200lb and in 150,300, 600, 1200 and 2400-yard lengths.What themakerssay: “A three-colour pattern of green, red and highvisibility yellow is repeated every ten feet so anglers can count thecolour changes to set a trolling spread or target suspended fish. Over90% of anglers are trolling and jigging within 100 feet of their rod tips,so the ten-foot metering emerged as a perfect fit for ease of use andrepeatable accuracy.”

Lures finished in silver and goldto shine brighter

1Three-colour line for easeof use when trolling


you needproductsto knowabout

10

AcolourchangeforbettercastingRioProducts’ new DualTone™ is a unique colour change in the line that markswhere it loads the angler’s rod. Following lengthy trials and positive feedback fromfield testers, Rio has decided to feature the load locator on all of its trout lines,including the popular Rio Grand and the new Trout LT and Indicator lines.What themakerssay: “The design of every fly line taper, its most likely applicationand each line size are all carefully taken into account, and the location of the colourchange is unique to each individual fly line. DualTone makes it easy to see the pick-up point, how much line to hold in the air and when to make the final cast.”

BusinesscontactsTel:+358 9 7562 5418 Email:[email protected]:www.rapala.com

Hardybelieves its Uniqua rod range will encourage more anglers into the brandthan ever before. The single-handed rods are of four-piece construction with anall-aluminium, anodised, uplocking reel seat and reel location marker. The Fujistriper guides are combined with hard chrome snake intermediates oneasy-loading, sharp recovery blanks.What themakerssay: “Pick up the perfectly balanced brook rods and you caninstantly imagine yourself placing that perfect cast on the smallest of streams. Orselect a 10 #8 from the rack and you could be battling with a 20lb sea trout ona windswept Argentinian river. This is a must stock item with great margins.”

A versatile rod range from Hardy

Patrick Sébile, renowned worldwide for his lure fishing exploits, describes theSpinShad as “the ultimate tail spinner”. It combines the best of crankbaitform with a weighted, fast and flashy lure. Typical of Sébile products, thedetail is outstanding, with the heavy metal baitfish-shaped body linked tothe unique Shad Blade via an inline swivel. It comes in ¾ and 1¼-ounceversions, in a wide range of colours.What themakerssay: “The Shad Blade is a lure in itself, carefully shaped toturn at any retrieve speed from ultra slow to super fast. The forward treble isstrategically positioned behind the widest part of the bait’s belly to benefitfrom protective deflection in and around cover. The lure can be used withor without a second treble hook that can be added to the blade’s split ring.The Spin Shad has proved its versatility in fresh and saltwater.”

Sébile’s ‘ultimate tail spinner’for both fresh and saltwater

BusinessContactsTel:+1 325 437 8103 Website:www.sebile.com

BusinesscontactsTel:+1 208 524 7760 Email: [email protected]:www.rioproducts.com

BusinesscontactsTel:+44 1665 511246 Fax+44 1665 602389Website:www.hardyfishing.com

6

3

Bifocals from Rapala tomake knot-tying easierThe new ProGuideBifocal is part of the RapalaVisionGear range. Thefully uva/b blocked, shatter-proof polycarbonate lenses feature three optionbuilt-in magnifiers – +1.5, +2.0 and +2.5 – in two different lens and framecolour combinations. Choose between the matt metallic gun frame with grey lensor the shiny tortoise frame with brown lens.What themakerssay: “These polarised bifocal sunglasses will make knot-tying andsounder reading easier than ever before. Bifocals have corrective lenses containingregions with distinct optical powers. They are most commonly prescribed forpeople with presbyopia who also require a correction for myopia, hypermetropiaand/or astygmatism, conditions typical in the 40-plus age group.”

4

5

Rods and line with pedigree

BusinesscontactsTel:+35 12 19 617455/6 Fax:+35 12 19 617457Email:[email protected] Website:www.vega.com.pt

Hi-vis braid from Strike Pro

BusinesscontactsTel:+46 87 61 0600 Email: [email protected] Website:www.strikewire.eu

BusinesscontactsTel:+39 011 4501 668 Email: [email protected] Website:www.carson.it

A new bait range to catch grasscarp from Carp ZoomRecognised the increasing popularity of grass carp fishing in Europe, CarpZoom hasintroduced itsAmur range to meet the growing demand for specialist baits. Amur isavailable in corn, pearl corn, pellets, groundbait, pop-ups and boilies. All baits areappropriately presented in green packaging.What themakerssay: “We have created a wide range to suit all anglers’ needs. On therecommendation of our field testers we have added spirulina algae into the mix andthis has made them much more effective, attracting grass carp in a very short time.”10Businesscontacts:Tel:+36 34 312496 or 337142 Fax:+36 34 510496 Email: [email protected]:www.carpzoom.com; www.carpzoom.eu

9

The new Barbettamatch rodand line range from Carson are named afterGiampiero Barbetta, winner of six world match championships with Italy andone as coach of the Italian women’s team.What themakerssay: “The three-section Hevia match rod is made from highmodulus carbon fibre and fitted with S-Sic guides and natural cork handle.Weighing only 210g, it has an excellent tip action and is available in 4.2m and4.5m (casting weights 5g to 20g). The Barbetta Maxx match line is a black, lowstretch line ideal for fast, effective striking at distance.”

Vega’s new Bseries, which includes the BL, BM, BS and BZmodels, is built to be tough as well as incorporating enoughtechnical features to cover different disciplines from carpfishing to spinning and from surfcasting to float fishing.

What themakerssay: “These new reels are the smartest choicewhen demands and expectations are high. They combine top qual-ity design and materials to achieve high resistance to light weight.”

8 StrikeWireRedStrike is the latest product from StrikePro/CWC, the leadingpredator tackle company. The fast growing Scandinavian line brand is making RedStrike available in diameters of 0.13, 0.15, 0.19 and 0.23 and in breaking strainsof 9kg, 11kg, 14kg and 16kg respectively.What themakerssay: “Strike Wire Red Strike is a new tight weave hi-vis superbraid. The ultimate in manageability and in extreme presentation, it is perfect fortrout fishing, vertical jigging and coarse fishing.”

Tough new reels from Vega

7

54 AnglingInternational February2010

PEOPLE

“We believe that the time is rightfor a new category in the tackleindustry. We are confident thatReel Care products will establishArdent as a brand on the Europeanside of the Atlantic.”Ardent PresidentMichael J Brookswithanother example of how companiesthat innovate are finding successamidst the economic gloom. p32

“It is a good time to see a largenumber of our customers andpresent our new products ‘in theflesh’ – nothing can replace thefeeling of our lures in customers’hands.”SandrineWeisse, Export Manager forDelalandePêche,highlights justonegoodreason for exhibiting at EFTTEX. p46

“Like so many other industries,ours is becoming more and more ofa global market, both in manufac-turing and sales, so we recogniseour show needs to focus onproviding value for internationalexhibitors and attendees.”ASA President and CEOMike Nussmanon ICAST’s aspirations to increase itsattraction to businesses all aroundtheworld. p24

“This year’s show has only justfinished but we’re already lookingahead at improving.”Clement Posada, organiser of France’sCarrefour National Pêche et Loisirs,confirms that standing still is not anoption. p27

“It is part of a strategic decision toconcentrate on hook manufacture.Nordic has the set-up, the capacityand market coverage to move thebrands further forward.”Mustad’s Vice President PortfolioManagement andMarketingOleBjerkeon the importance of businessesfocusing onwhat they are best at. p12

“The advantage for both parties isthat we can share knowledge andmarket intelligence across Europe.”Okuma’s EuropeanManagerMagnusGunnarsson on the benefits of a closerpartnership with Svendsen Sport. p16

“We aim to inspire newcomers toget active and develop leadershipqualities to ultimately protect thelegacy of the sport and future of ourwaterways.”The scout and cubmovements in theUS are the latest target for the RBFF’svisionary recruitment campaign,explains President and CEO FrankPeterson. p15

“Carp fishing seems to be reces-sion-proof, probably because it’spredominantly a young man’s sport.There are so many youngsterstaking up carping, guys with fewresponsibilities, so they have a lotof disposable income.”Mick Paine, organiser of the Zwolle carpshow, highlights one of a number ofreasonswhy carp is still a boomingsector of the sport. p26

“We may appear to be small fish ina fierce market place, but weunderstand that market andkeep our fingers on the pulse byremaining active anglers.’’Innovative Lures co-founder LarsSøgaard explainswhy size isn’teverything. p34

“I just consider myself an anglerwho faces the same problems asevery other angler, so as a designerI work to bring solutions that workfor myself and my customers. Myinvolvement is linked to the ben-efits I will get while fishing myself!”Patrick Sébile talks about the simplestrategy that hasmade Sébile one ofthemost revered lure brands in theworld. p38

“When people think of fast, redsports cars, they think of Ferrari,when anglers think about engi-neered fly reels, we want them tothink of Vosseler.”Ralf Vosseler on his brand plans. p40

“Goodwill is not enough. If we areto protect your interests, we needresources, and for that we needfinance.”EFTTA CEO Jean-Claude Bel appeals tonon-members. p44

Words of wisdom inthis month’s issue...

SERIOUS INQUIRIES ONLY [email protected]

Available soon from your G.Loomis Pro Shop2010 CATALOGUE

PolandNormark Polska Sp. z.o.o.

PortugalNormark Portugal

RussiaNormark Russia

South AfricaRapala VMC South Africa

SpainNormark Spain, S.A.

SwedenNormark Scandinavia AB

SwitzerlandRapala-Fishco AG

UKShimano UK LTD.

UkraineNormark Ukraine

AustriaThalinger Lange GmbH

Balkan areaEurohold Trading LTD

BeneluxShimano Europe Fishing Holding BV

CzechNormark Czech

DenmarkNormark Denmark A/S

FinlandNormark Suomi OY

FranceRapala France SAS

GermanyShimano Germany Fishing GmbH

ItalyShimano Italy Fishing S.r.l.

Norway + IcelandElbe Normark AS

For G.Loomis Pro Shop addresses please visitwww.gloomis.com or contact your G.Loomis distributor:

www.gloomis.com

Download - Angling International Magazine - March 2010 - 26

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