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EFTTEXNEWS
EXCLUSIVES
Essential pre-show
reading for buyers
Essential reading forbuyers in the tackle trade
May 2010 Issue28
ial pre-show
g for buyers
Nowonlineatangling-international.com
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May2010 AnglingInternational 5
MAGAZINECREDITS
MAY2010
Are things reallygettingbetterout there in
the industryor is it justacaseofsome
companiesnotprepared toadmit theyare
havinga tough time?
Itshard to tell. The truth is thatanumberof
businessesgenuinelydoseemtobehavinga
better timetherescertainlynoshortageof
themreporting improving results in this issue,
withmore thanoneclaiming tohavehad their
bestyearever.Others Ihavespoken toare
honestenough toadmit that times remain
difcult and theyarepreparing foranother
arduousyear.
Sifting through the intelligenceavailable, it
seemstomethatshootsof recoveryare
denitelyevident ina lotofplaces, aview
supportedby the fact thatmanyof the recent
shows inEuropeandbeyondhave reported
increasedvisitornumbers,withexhibitors
tellingmeofgood trading levelsandnew
distributiondeals.
Anddespite theongoingdebateabout
Valenciaasavenue forEFTTEX, the fact is that
soldspace isaheadof lastyears very
successful show inBudapestandstill selling
at the timeofwriting. It promises tobeagreat
showinabeautifulcityinlovelyweather.
Is therea linkbetween thosecompanies
reportinggoodguresand the fact theyare
presentat thekey industryshows?Almost
certainly.
So ifyouhavent alreadyconrmedyour
place in theFeriaValencia thendont delay. And
onceyouvedone that, dontmiss the
opportunity tospeak toushereatAngling
International theshowsofcialmedia
partnerabout thespecial advertisingand
editorial opportunitiesavailable toEFTTEX
exhibitors.
If youare looking for furtherendorsement,
read thesecommentsby top tacklebrands.
VMChasbigplans forEFTTEX2010so
itsessentialwearepartof theAngling
International show issue.
Toguaranteeasuccessful showStrike
ProEuropewill beadvertising inAngling
International.
Weexpecthuge interest inValenciaafter
advertising inAngling International.
Weawaityourcall...
MelBagnall
mel@angling-international.com
Publishing editor:MelBagnall; mel@angling-international.com +44(0)1733392977 Editorial director:RobCarter; rob@topcornered.co.uk
Art Director:KeelyDocherty-Lee; keely@topcornered.co.uk Designer:KateHooley; katehooley@atgraphicsuk.com DatabaseManager:GrahamGoor; grahamgoor@atgraphicsuk.com
International Ambassador:Caroline Thomas; caroline4u.thomas@virgin.net +44 (0)7952555716 Colour reproduction: ATGraphicsUKLtd, Peterborough, CambsUK
Printedby:WarnersMidlandsplc, Bourne, CambsUK Subscription enquiries: enquiries@angling-international.com
Angling Internationalmagazine is publishedby TopCorner Editorial andDesignLimited. 4Milnyard Square, Bakewell Road, OrtonSouthgate, PeterboroughCambridgeshire, UnitedKingdom, PE26GX
International Commercial Director: Lucie Petrickova; lucie@angling-international.com; Tel. +447825999230; Fax+441225760249; Skype lpetrickova
THANKS THIS ISSUEGOTO:KeithBevans, KellyBrockpahler, BrunoBroughton, Angela Coe, TonyConte, GrahamGoor, JustinHarter, Richard Lee, TomLegge, StevePartner, SimonPenson, LindaSaunders, Sally Steel, SteveStones, Steve Tempini,
Daniel Tillack, Jenny Travis, Paul Tunnicliffe, SeaWheatley,MortenVihlmann.
Nopart of thismagazinemaybe reproducedwithout theprior permissionof thepublisher. Themagazineassumesno responsibility for the safety of contributions, althoughall reasonable carewill be taken.
MEMBER
Welcome,Bienvenue,Bienvenida
Willkommen, Benvenuto...
ROBCARTER,
EDITORIALDIRECTOR
Robbeganhis careerwriting for and
editing specialist consumermagazines
in theUK (includingMatch football
magazine, Fore! golfmagazine and
Trout Fisherman)before being
appointededitor-in-chief of Emaps
contractpublishingdepartment.He is
a founder director of TopCorner, the
publishers of Angling International.
KEELYDOCHERTY-LEE,
ARTDIRECTOR
As TopCorners art director and co-
founder, Keelyhas15years design
experience, andaproven track recordof
producing successful ad campaigns,
brochures anddirectmail. Shehas
workedwithmanyangling clients and
today leads thedesign teamonAngling
International,managing theeditorial
productionof each issue.
ROBERT LANGFORD,
EUROPECORRESPONDENT
English-bornRobert Langford is based
inGermany,wherehehas forgeda
huge reputation as aseaangler and
journalist. His articles,which are
syndicated throughout Europe, are
readbyup to500,000 readers. He
alsoworks as ashingguide and
never leaveshomewithout his
Balenowaterproofs.
LUCIE PETRICKOVA,
INTERNATIONAL
COMMERCIALDIRECTOR
Lucie can call uponsevenyears
experienceof delivering commerical
solutions for angling clients. Czech-
born, she is also familiarwith other
eastern European languages. Call her
to discussyour advertisingneeds
and to ndoutways topromote
your products in themagazine.
MELBAGNALL,
PUBLISHINGEDITOR
Mels vast experience in the angling
industry includessix years as the
publisher of UKcompanyEmaps
anglingbusiness. Hebeganhis
career onAngling Timeswherehewas
reporter, featurewriter, subeditor and
newseditor, andwasalso assistant
editorofSeaAngler.Hehasworked in
magazines formore than36years.
AnglingInternational May20106
Les fabricants Europens sentent claire-
ment les signes dune reprise. En
Italie, Plastica Panaro (page 28), le
Sudois Strike Pro Europe (page 44)
et le fabricant de ls franais Parralel-
lium (page 61) sont juste quelques
uns dans ce numro qui font part dune
grande note doptimisme. Ailleurs, le
fabricant de vtements Danois Geoff An-
derson voit dautres opportunits dans
le march du outdoor (page 52) alors
que le fabricant dappts Hongrois
Maros Mix prvoit une nette expansion
(page 30). Amiaud, la socit franaise
derrire la marque Seanox, est gale-
ment conant (page 57). Ce qui lie tous
ces optimismes est leur conance en
EFTTEX. Chacun exposera au salon de
Valence en juin. Leurs histoires sont
diffrentes mais un thme commun
merge: quelque soit le secteur de
lindustrie auquel vous appartenez, la
situation samliore doucement, et la
meilleure manire dacclrer les
choses est dtre prsent au plus grand
salon professionnel dEurope. Bonne
lecture!
Europesmanufacturers are sensing
recovery is on itsway. Italys Plastica
Panaro (page28), Strike ProEurope from
Sweden (page44) andFrench linemak-
ers Parallelium(page61)are just a few
of thebusinesses in this issue sounding
agreater note of optimism. Elsewhere,
Danish clothingmanufacturer Geoff
Anderson is sensingnewopportunities in
shingand theoutdoorsmarkets (page
52)whileHungarianbaitmakersMaros
Mix are also targeting expansion (page
30). Amiaud, the companybehind the sea
shingbrandSeanox, is sounding con-
dent too (page57).What connects all
thesebusinesses is their faith in EFTTEX.
Eachonewill be exhibiting at the show in
Valencia in June. Their stories are different,
but a theme is emerging. Nomatterwhat
sector of the industry youbelong to, things
are slowly improving and thebestway
to accelerate anygrowth is to exhibit at
Europes number one trade show. Enjoy
themagazine!
Europas Hersteller wittern einewirt-
schaftliche Erholung. Italiens Plastica
Panaro (Seite 28), Strike Pro Europe
aus Schweden (Seite 44) und der
franzsische Schurhersteller Parallelium
(Seite 61) sind nur wenige Erzeuger, die
durchweg Positives zu berichten haben.
Auch in diesemHeft erklrt der dnische
Bekleidungs-Hersteller Geoff Anderson,
dass er beim Angeln und Outdoorbe-
reich neue Absatzmglichkeiten sieht
(Seite 52). Ebenso ist der ungarische
Kderhersteller MarosMix bereit zu
expandieren (Seite 30). Auch Amiaud
die Firma hinter der MeeresangelnMarke
Seanox ist zuversichtlich (Seite 57). Was
diese Firmen verbindet, ist Ihre Glaube
an EFTTEX. Sie werden auf der Juni
EFTTEX in Valencia vertreten sein. Die
Hintergrnde der Firmen sind unter-
schiedlich und dochwissen alle, dass die
besteMglichkeit ihr eigenesWachstum
zu frdern die Partizipation an Europas
grter Fachausstellung ist. Viel Spamit
unseremMagazin!
In Europa le aziendeproduttrici avvertono
segni di ripresa: in Italia Plastica Panaro
(pagina28), in Svezia Strike ProEurope
(pagina44) e in Francia la produttrice
di lenzeParallelium(pagina61), tanto
per citare alcunedelle realt chehanno
espressograndeottimismo. AltroveGeoff
Anderson, produttrice di abbigliamento
danese stautandonuoveopportunit
nel campodella pescae suimercati
esteri (pagina52),mentre i produttori
di escheungheresiMarosMix stanno
puntandoallespansione (pagina30). Si
mostra duciosaancheAmiaud, lazienda
dietro almarchio di pescamarittima
Seanox (pagina57). Cosaaccomuna tutte
queste aziende?... La ducia in EFTTEX,
questannoagiugno consedeaValencia,
doveognunasar espositrice. Hanno
storie diversemasono tuttemossedallo
stesso spirito: poco importa il settore in
cui si opera! Si hannoprovedi ripresae
miglioramento e ilmigliormodoper accel-
erare una crescita di esporre allevento
espositivoN.1 in Europa. Vi auguriamouna
buona lettura.
Diesenmonat,Cemois,Thismonth,Questomese...
8NORDICOUTDOOR
ANDBIOSFORMNEW
HOLDINGCOMPANY
AnglingInternational May2010
of the world, said Bios President Per West-
erlund. Combined knowledge of marketing
and distribution will create a bigger presence
for both companies in each others territories.
There is little conict of products and
brands and by joining forces we become
stronger in each market. It is a fresh and
exciting development that we believe will
add value for our customers and generate
increased turnover for both parties.
The announcement comes less than three
months after Nordic/Solvkroken purchased
the Mustad Norge Distribution business from
Norwegian hook giant O.Mustad and Son.
That acquisition was believed to have made
Nordic the largest shing tackle distributor
in Norway and the new agreement with Bios
After a year of negotiations, Norways Nordic Outdoors and Bios
AB of Sweden have struck a deal to create a huge new distributor in
Scandinavia. Its a louder voice for this part of the world, they say.
I N S I G H T A N A LY S I S T R A D E N E W S
COMMUNIQU
S
wedish company Bios AB and
Norwegian distributor Nordic
Outdoor/Solvkroken have joined
forces in a bid to become
Scandinavias best distributor of
sportshing equipment.
Bios, a leading distributor which also mar-
kets own brand products, and Nordic, the
leading distributor in Norway, have formed
a holding company after negotiations going
back almost a year.
Customers will notice few changes in dis-
tribution and sales activities for the remainder
of 2010, but from 2011 each company will
look after its home market.
This collaboration creates a stronger unit
that can speak with a louder voice in this part
Changeof dateplanned for ItalysBologneShow
TomRuneGjetmundsen,
NordicsMD.
The Bologne Show, one of Europes premier
shing exhibitions, is likely to be moved from
its traditional February dates in 2011.
Despite the resounding success of the
recent 2010 show, which attracted well over
50,000 visitors more than doubling the
attendance of the previous year exhibitors
have voted to change the timing.
The show is organised on behalf of the
Italian Federation of Sportshing Equipment
Manufacturers and Professionals (FIPO),
which during this years event polled ex-
hibitors and members with three questions:
Should the show be run in February again
next year? Should it take place every year or
every two years? Should it stay in Bologne or
move to another venue?
FIPO President Ciro Esposito told Angling
PerWesterlund, President
of Bios: This is anexciting
development.
further strengthens its position in the
Scandinavian markets.
This co-operation will mean more
products, better brands and a wider range
for our customers in each of the markets,
said Nordics Managing Director Tom Rune
Gjetmundsen. They will be able to order
more of what they need from the same place
because we will carry a wider brand portfolio.
We have become more attractive both to our
customers and to other brand suppliers. The
reaction so far has been only positive.
We will be working very closely with Bios
and will keep all our customers updated with
guidance and information as things develop.
For information contact pw@bios.se and
tom.rune@nordic-outdoor.no.
International that while the response was
in favour of the show remaining in Bologne
every year, there was a strong desire to change
the month in which it is held.
There was a 90% response rate to the
questionnaire, so the results are very signi-
cant, he said. It is likely we will do another
detailed inquiry to get a better idea of the
preferred timing.
For the rst time, this years show was run
alongside Divex, Italys main diving event,
with a single ticket providing access to both
shows. The move was judged to be a success
and FIPO is keen that any change of date has
the blessing of DiVex.
Exhibitors were excited and the overall
image of the show beneted from the
synergies between the two markets, added
Esposito. We will denitely work with DiVex
again next year. Arrangements have already
been made with the Bolognaera Showground
exhibition centre.
Although a new date has yet to be
announced, Angling International under-
stands that later in the year possibly
October is strongly favoured.
FIPOPresident Ciro
Esposito: his association
surveyedexhibitors at
the show.
ALSOTHIS
MONTH
Hardy&Greyshas
recruitedEdBetteridge to
its GreysCarp Academy
wherehewill be involved
in testing andgiving feed-
back onnewproducts.
Were delighted to have
secured someoneof Eds
experienceand calibre,
saidMarketingManager
GavinBurn. Hebringsan
extra dimension.
Preston Innovations
has signeda four-year,
50,000sponsorship
agreementwith the
Angling Trust for a new
UKcoarseshingmatch.
ThePreston Innovations
World Club Classic is for
teamsnishing in the top
tenof theDivisionOne
National Championships.
Ten teamsof sixwill com-
pete on the25thand26th
of September 2010 for
the chance to represent
England in theWorld Club
Championships in Serbia
in2011. Thewinning team
will receive7,000and
thewinning individual
1,000.
TheWashingtonFish
andWildlifeCommission
(WFWC)decidednot to
adopt abanon theuse
of small leadshing
tackle at 13 lakes in
WashingtonStatewhen
itmet in February. The
commissionagreed to
schedule additional public
input during thenext few
monthsbefore acting on
anyproposed changes.
The AmericanSportshing
Association (ASA) had
previously submitted
written comment and
spokenat theDecember
WFWCmeeting in
opposition to theban.
FrankMoorehas
joined famousnames
IzaakWalton, Theodore
Roosevelt andErnest
Hemingwaybybeing
inducted into Americas
Freshwater FishingHall
of Fame.Moore, 87, has
livedandguidedon the
NorthUmpquaRiver since
returning frommilitary
service in1946andwas
namedConservationist
of the Year in 2003by the
International Federation
of Fly Fishers. G.Loomis
roddesigner SteveRajeff,
whohas knownMoore
for almost 50years, said:
Frankhas introduced
manypeople to the sport
of yshing, offering
skillfulcastinginstruction.
FullMatchZoom
rangeunveiled
Match shings newest brand has thismonth
thrown the covers off its nished product
range for 2010 ahead of amajor push into
Europe.
Match Zoom is the new competition shing
range fromHungary-based bait specialists
Carp Zoomand the company has big plans for
the brand.
The initial range, which ismade up of
groundbait products Big Bream, BreamLake,
Super River, Big Roach, More Fish, Surprise
andWinter Fish, is the brainchild of renowned
German angler Stefan Posselt.
Carp ZoomSenior Managing Director
Salim Fadil explained the thinking behind the
launch: Carp Zoom is nowwell established as
a premiumbait brand and the naturalmove
was into thematch arena.
We have beenworking hardwith eld
testers across Europe and as a result we have
created an
initial line-up
of baits that
we feel will
create a nice
niche, he
added.
The strat-
egy is to turnMatch Zoom into a
high quality, affordable price point brand and
the seven groundbaits are to be just the start
of what Carp Zoomhopeswill be a continually
growing product line.
This is only the start, explained Fadil. We
will be workingwith Stefan on a number of
new products and even accessories for the
new season, sowatch this space.
You can nd ourmore aboutMatch Zoomby
visiting Carp Zoomat its booth number G23 at
EFTTEX in Valencia.
CANADIANREACTION TO ITS LURES
DELIGHTSRUSSIAS RBCOMPANY
Building on its success in Europe, Russian
company RB travelled to the Spring Fishing
and Boat Show in Canada to introduce its
Devon lures to wholesale companies and
consumers and enjoyed a great show.
Everything about the show was good. Or-
ganiser Andrew Pallotta does a great job. But
most impressive was the Canadians attitude
to our company and our lures, said RBs
Export Manager Svetlana Fedosova. Hearing
people talk about our lures as something
new and worth seeing and trying conrms
that our decision to come to Canada was the
right one.
We left feeling that we would like to come
back for the next show and make Canadian
anglers happy with our new lures. We have
also thought of the idea of remaking some of
the old and legendary Canadian lures!
AndrewPallottawithRBs
SvetlanaFedosovaand
AnnDorofeeva.
Simmsdecidesagainst
attendingnewyshow
Simms Fishing Products, the American y shing clothing brand
and long-time supporter of Denvers Fly Fishing Retailer Show, has
decided not to attend the new International Fly Tackle Dealer show in
September this year.
Despite plans by the American Fly Fishing Trade Association to
attract more dealers to its rst show, revealed by new Show Director
Randi Swisher in last months Angling International, Simms is antici-
pating a further fall in attendance and also believes the show is held
too late in the year.
NewShowDirector
Randi Swisher.
I N S I G H T A N A LY S I S T R A D E N E W S
COMMUNIQU
10
Plano topsUS survey
AnglingInternational May2010
P
lano has further consolidated its position
as Americas favourite tackle box brand,
according to a new nationwide
survey. An impressive 55.8% of all
anglers asked to nominate their
preferred product in the tackle box category
chose Plano.
Plano, which improved its share of the vote by
11% on the previous year, was among some familiar
names in the top performers in the survey, conducted
each year by AnglerSurvey.com.
Pure Fishing again topped three categories with
Shakespeare winning top rod and top rod and reel
combo and Berkley emerging as most popular shing
line. Rapala once more secured the biggest percent-
age support in both the hard bait and shing knife
categories. Shimano strengthened its hold on the top
reel category and Scientic Anglers did the same in
the top y line category.
But the biggest percentage of nominations received
by any category winner went to White River which
commanded 60.5% of all y tying material purchases.
The ndings are compiled from 34,185 internet-
based surveys completed by anglers, almost 12,000
up on the response in 2008.
Further interesting information to emerge from the
survey was that 48% of all shing tackle purchases
involve terminal tackle (hooks, sinkers, swivels etc).
Largemouth bass remain the number one targeted
freshwater species (as opposed to number of sh
caught), with nearly 60% of shing activity centering
on this popular quarry. The response from saltwater
anglers was more varied, with 25% of trips targeting
any sh that bites, followed by striped bass (23%),
ounder (21%), red drum (20%) and sea trout (20%).
The ndings are contained in a 135-page report
that also details consumer purchasing behaviour,
where products are bought, how much customers
spend, days spent on the water and demographics
of freshwater and saltwater anglers broken down by
each product category.
AnglerSurvey.com reports are available for specic
product categories including rods, reels, line, lures,
tackle, electronics, apparel, y-shing, ice shing
gear and more. To buy a subscription or for more
information contact Donna Leonard by emailing
Donna@southwickassociates.com.
MarukyuentersUK
(2008 percentagewhere available in brackets)
Rod:ShakespeareUgly Stik 16.4%of all purchases (14.3%)
Reel: Shimano 23.0% (21.9%)
Rodand reel combo: Shakespeare 25.7% (24.9%)
Line: Pure Fishings Berkley line (Trilene, Fireline, Big
Game, Vanish) 42.6% (35.8%)
Hard bait: Rapala 30.6% (21.7%)
Soft bait: Zoom16.8% (17.9%)
Spinner bait: Strike King 16.6% (22.4%)
Hook: Eagle Claw 34.5%
Sinker:Bullet Weight 19.0% (18.2%)
Fly rod: Sage 16.7% (10.8%)
Fly reel:Orvis 11.1%
Fly combo: St. Croix 18.0%
Fly line: Scientic Anglers 28.8% (23.4%)
Fly brand: Orvis and Cabelas tied 11.0% each
Fly leader: Rio 28.4%
Fly tyingmaterial:White River 60.5%
Fishnder or sonar:Humminbird 42.9%
Tackle box: Plano 55.8% (44.9%)
Landing net: Frabill 20.2%
Fishing knife: Rapala 22.6% (33.3%)
MOSTPOPULARUSBRANDS2009
Marukyu, one of the worlds largest bait companies,
was poised to launch its initial product range on to
the UK market at the end of March.
Angling International understands that the giant
Japanese company will be launching 37 new bait
and feed products, all previously eld tested on
British sheries. Exotically named ingredients such
as Tanishi, Nori and Sanagi will soon be added to the
choice available to anglers, with the range including
groundbaits, pellets, pastes, boilies and additives.
Prices reportedly range from 3.99 to a not inex-
pensive 9.99 for some of the appropriately named
super baits.
Marukyu has been producing bait for 43 years and
is a well-known carp brand in Asia, selling more than
600 baits in Japan, where it has a 70% share of the
bait market. The company employs a full-time team
of aquaculture technicians dedicated to researching
and developing new baits.
Other popular brands in
thenationwide survey
includedRapala for its
hardbaits andScientic
Anglers for its y lines.
NEAR ZERO STRETCH.
UNLIKE THE STORIES YOULL BE TELLING.
WITH SUFIX, THERES NOTHING YOU CANT CATCH
SUFIX HIGH PERFORMANCE FISHING LINE.
BECAUSE YOU NEVER GET A SECOND CHANCE AT A ONCE-IN-A-LIFETIME FISH.
INTERNATIONAL DISTRIBUTION RAPALA VMC CORPORATION
Its the next generation of thermally fused
braided line, and thats no exaggeration.
A unique bonding technology and 100%
Dyneema Fiber gives Performance Fuse
a higher weave count and near zero
stretch. With hook setting power like
this, good stories are bound to follow. With Sufix, theres
nothing I cant catch. To find out more, visit sufix.com.
THE WORLDS
MOST HARDCORE
FISHING LINE.
Capt. Rick Murphy
I N S I G H T A N A LY S I S T R A D E N E W S
COMMUNIQU
12
LouisTchertoffwarns
Chinese on costs
AnglingInternational May2010
F
ormer EFTTA
President Louis
Tchertoff has
warned that there
is plenty more to
be done by Chinas manu-
facturers to reach the current
demands of importers and to
avoid losing business to other
countries. Speaking at the
20th anniversary of the China
Fish show, Tchertoff said that
the ability of Chinese factories
to obtain sufcient labour with
the right skills will determine the role China plays as a
future source for the trade.
Chinese manufacturers had better rapidly resolve
their labour shortage problems while maintaining pro-
ductivity through technical improvement and capital
investment, he told a huge gathering of the industry
at the China Fish dinner and product awards evening.
If they dont achieve this in the near future, they
are at risk of seeing their main clients shift to new
and cheaper sources in neighbouring developing
countries.
Tchertoff, who manages his own sourcing and
product development company Nomad based in
Hong Kong, pointed to a number of trend indicators,
including international brands who had cut down on
their production workforce in China to better adapt
to the uctuation of demand and the fact that some
world-leading brands had built large, modern units in
other countries in south-east Asia.
National manufacturers should therefore be
Former EFTTA President
Louis Tchertoff spoke
frankly at China Fish.
more and more active in
reducing the impact by
disputing with importers
of copied products in their
own countries, as well as
manufacturers wherever they
are in the world.
Jean-Claude Bel explained
that EFTTA will be active in
limiting the effects of coun-
terfeiting and those compa-
nies who still produce copies
would be blacklisted and
would lose their credibility
and customers. As a result of
closer collaboration between
the Chinese and European
representatives of the
industry some actions would
be visible very quickly.
He added: EFTTA would
like to thank China Fish and
the Chinese government
who have rmly decided to
oppose this practice. They
are aware that this unfair
competition is not only
turned towards the export countries but will soon
also have consequences in the Chinese domestic
market and manufacturing network as well.
Dieter Willenbruch, Marketing Director of Ger-
many-based retail franchise company Fishermans
Partner, has attended every China Fish. He paid
tribute to the show and acknowledged the role it
has played in the evolution of the industry and in
particular in the diminishing role of the wholesaler.
We are now undergoing another change in Europe,
with the wholesalers epoch coming to an end. The
traditional wholesalers will be followed by strong
European brands or strong brands with global
distribution and the future will see a powerful
growth of European retailers.
Not the little shops, but big ones and this will
happen in both east and west Europe, similar to
what has happened in the USA. We will see
powerful retailers replacing the wholesalers.
This change in power is to a great part also the
consequence of China Fish, which is a showcase to
retailers as well as wholesalers.
careful not to become overly satised with current
success, especially in the domestic market, as tomor-
row may bring many new challenges to China as a
shing tackle manufacturing resource, he told his
worldwide audience of exhibitors and visitors.
Tchertoff observed that China Fish was celebrating
20 years of successful expansion at a time when the
global industry was confronting the worst crisis of
recent times. Instead of reaping the benets of its
emerging domestic market, Chinese manufacturers
were now facing a prolonged and deep worldwide
recession that was shaking their base and damaging
their outlook for the future.
I have always believed that one point of growth in
the European GDP created 10 points of growth for
the shing tackle market, he said. With a negative
two per cent growth in Europe in 2009 it is not sur-
prising that sales of shing tackle fell in the order of
30% or more in some European countries, and is not
showing any real signs of long-term recovery.
Cash ow is so hard to nd that European
buyers are running stocks at their lowest possible
levels and requesting fast development, quick
delivery, small quantities and competitive prices.
Chinese manufacturers can develop quite quickly
but only if good volume is to follow. Their delivery
performance is poor and prices are currently under
strong inationary pressures due to shortages of
labour, commodity costs and domestic ination.
Tchertoff was one of a number of leading industry
gures to deliver key messages at the shows anniver-
sary dinner. EFTTA CEO Jean-Claude Bel, who has
worked with China Fish to develop a closer alliance
with EFTTEX, drew attention to the continuing
problem of copying,
urging the Chinese
industry to focus on
true innovation.
He told the
audience in Beijing:
Imagination and
creativity should be
the road to follow,
instead of reproducing
other peoples ideas.
Counterfeiting is still
a big problem that is
endangering the glo-
bal economy and the
Chinese factories too.
European govern-
ments will become
CHINA FISH SPECIAL REPORT
EFTTA CEO Jean-Claude
Bel also addressed the
international audience
in Beijing.
Dieter Willenbruch of
Fishermans Partner in
Germany paid tribute to
China Fish.
Duringmore than 20 years international experi-
ence in the shing tackle industry, Louis Tchertoff
hasmanaged the Rapala-Normark-Ragot group of
companies, wasMarketing Director for Daiwa France
and developed the Propesca Group in Portugal,
launching the Hiro brand into Europe. He founded the
Associacao da Pesca Desportiva in Portugal andwas
President of EFTTA from1999 to 2004.
TCHERTOFFS20YEARS INANGLING
I N S I G H T A N A LY S I S T R A D E N E W S
COMMUNIQU
14 AnglingInternational May2010
Taiwanese
reel company
Omoto has
appointed the
Stingray Tackle
Company to
market its
own brand
products in the
United States.
Omoto America
became effec-
tive March 1st
and is in the process of establishing
distribution and retail representation in
North America and Canada.
Omoto has been in the OEM/private
label marketplace for more than thirty
years and manufactures reels for many
industry brands. More recently it has
entered the international market under
its own label and has now consolidated
its efforts in the US by working with
Stingray Tackle.
We have been a customer of
Omoto for some time and are delighted
to strengthen our
working relationship,
said Ray Lorenzo, President of Stingray
Tackle and Omoto America. We think
Omoto reels are the next big thing.
Omotos manufacturing practices
are up there with any company in
the industry. They have proven reel
technology and their quality control is
excellent.
But in addition Omoto is able to
offer a signicant price advantage by
trimming the way we get the product
to the end user. It streamlines the mar-
ket model without compromising on
quality. Omoto reels are between 20%
and 30% lower in price than similar
reels, while we can deliver average
margins of 30% at MSRP.
Distributors, manufacturers repre-
sentatives and direct resellers wanting
further information can email
sales@omotoamerica.com or visit
www.omotoamerica.com. Omoto will
also be at booth 420 at ICAST in Las
Vegas between July 14th and 16th.
Omoto America President
Ray Lorenzo: Our reels
are the next big thing.
Left: TheSevero reel, oneof
theOmotoproducts proving
popular in theUS.
Carson targetsEuropes lure
shingmarketatEFTTEX
Italian manufacturer Carson has said it
will use EFTTEX in June to showcase
its latest offerings in the burgeoning
European lure shing market.
The Turin-based company will be
bringing a wide range of products to
the Feria Valencia exhibition centre,
including rods, reels, clothing, luggage
and terminal shing equipment, but
believes its new offerings in the preda-
tor and carp market will prove particu-
larly popular with show visitors.
As far as the new products we will
be bringing to Valencia are concerned,
these will focus mainly on the spin-
ning and jigging markets, because
these areas are proving very popular
right across Europe its denitely a
growth area and we will have a huge
range of spinners on display in Valen-
cia, said owner Marco Fortini.
Well also be revealing new carp
shing products thats another
buoyant part of the market, plus a
range of new lines, added Fortini,
who will use the three-day show to
discuss plans for the year ahead with
all of his European agents.
EFTTEX is a great opportunity to
talk with our distributors about Car-
sons plans for next season. Its been a
tough year for many companies. The
recession is still in the air, so weve all
got to work hard to get through it.
Fortini believes the setting for this
years show can only serve to bolster
numbers through the door. Valencia
is a beautiful city so I think that a lot
of people will take the opportunity
to come to the show and bring the
whole family for a short holiday. Its a
great choice of venue.
UKsGoFishingset to return
The UKs Go Fishing Show returns to Staf-
fordshire in England this July following
last years successful outdoor debut.
Organisers have beenworking behind the
scenes tomake the 2010 event bigger
and better, offering something for every
type of angler.
Running over theweekend of July 17
and 18 at Cudmore Fisheries sprawling
multi-lake site, Go Fishingwill feature the
biggest names in UK angling including
Steve Ringer, Matt Hayes and John
Wilson, offering expert advice, practical
demonstrations and shing tales from
their adventures around theworld.
Majormanufac-
turers will also be
on site showcasing
their full range of
tackle and bait with
Preston Innova-
tions and Shimano
already conrmed.
Alongside the show
will be the 25,000
winner-takes-all
Fish OMania nal
on the Saturday and
a special Champion of Champions event
on the Sunday seeing the previous 16
winners do battle, all in front of live
TV cameras.
Last years showwas extremely
popular but there were areas to be
improved andweve listened to the
public andmade the changes, said show
spokesman Tony Grigorjevs. Weve got
plenty of new things to showcase includ-
ing theWorld Champs Alleywith Alan
Scotthorne and TommyPickering aswell
as the Carp Zone andMatt &Micks Rod
Race featuring TV duoMatt Hayes and
Mick Brown.
Omoto gains
strength inUS
I N S I G H T A N A LY S I S T R A D E N E W S
COMMUNIQU
Promotional boost forHi-Seas
PureFishing calls for
better line regulation
T
he worlds biggest
manufacturer of
shing tackle has
repeated the call
for tighter regula-
tions governing the labelling of
shing lines.
Pure Fishing, which sells a
huge range of lines to world-
wide markets, believes that
only by outlawing inaccurate
claims will the industry give
the angler a fair deal.
Fishermen have a right to know what they are buy-
ing, said Pure Fishings Senior Product Manager Jan
Van De Bovenkamp. Companies like Pure Fishing are
penalised for telling the truth about their products.
False marketing statements are selling a lot of line,
but not the best line. We are in a ridiculous situation
where honest, accurate labelling makes it harder to
sell your product.
Pure Fishing supports EFTTAs attempts to improve
line testing standards, which it believes can only
provide clarity for the consumer. And its call for more
honesty on shing line packaging is shared by other
prestigious players in the sector such as Shimano (see
Angling International April issue).
The massive company also echoes the sentiments
of EFTTA CEO Jean-Claude Bel, who last year pro-
Jan Van De Bovenkamp:
We are in a ridiculous
situation.
posed replacing the current line testing programme
with a new charter committing manufacturers to
meet industry standards within 18 months. In return
EFTTA would promote those companies in the con-
sumer press throughout Europe.
EFTTA would make random checks to police
the line scheme and would lobby the European
Union to validate it as the legal ofcial standard for
shing lines.
High breaking strengths for ultra-thin lines can be
achieved but not with many of the products I have
seen on the market, added Van De Bovenkamp.
The only strong thing about them is their ridiculous
label data. And its not just the strength and diameter
information that is misleading. Most of the so-called
uorocarbons on the market are not uorocarbon
but a mix of compounds
Pure Fishing is already big in the lines sector, but
it will grow its market share still further when every-
one begins to tells the truth.
Honestcompaniesare
beingpenalised for telling
the truthabout their lines
Bass Elite series anglers Cliff Pace and Jeff Connella
will be spreading the word about their favourite shing
lines when they take to the water in 2010 in boats
sponsored by line manufacturer Hi-Seas.
The Hi-Seas logo and products will be featured
in both anglers boat wraps during this years series.
The Skeeter FX boat rst used by Pace in Februarys
Bassmaster Classic incorporates his signature $100 bill
backdrop blending with ames and a tribal design.
All the problems I had in the past with uorocarbon
have been put to rest by Hi-Seas. Their 100% Fluoro-
carbon and new Quattro Fluorocarbon are by far the
best lines that have touched my reels, enthused Pace.
Connellas Triton 20XS HP craft features the same
urban camouage pattern that appears on
the packaging of the new Hi-Seas Quattro
100% Fluorocarbon. Its the best in-
novation in uorocarbon lines since their
inception, he said. Improved visibility,
increased limpness and superior abrasion
resistance and breaking strength give any
angler the edge they need.
Both Pace and Connella have been part
of the Hi-Seas pro team for three years.
EFTTAhasproposed changes
to its line testingprogramme.
Thenewwrapon
Cliff Paces boat.
Only at ICAST can you see the latest
innovations in sportfishing gear AND
expand your global business network
Register now at
ICASTfishing.org
Produced by the
American Sportfishing Association
July 14-16 I Las Vegas Convention Center I ICASTfishing.org
(703) 519-9691, x231 I ICAST@asafishing.org
Early success in
Portugal for Ardent
T
he growth of reel sales
in Portugal is opening
up a new market for
Ardent, the US manu-
facturer of Reel Care
products. Ardent is partnered in the
Iberian territory by Anaquatico,
which has been quick to see the
potential of the concept and has
wasted no time in marketing the
benets to its customers.
It was not usual in Portugal to
have any reel care and attention at
least not until now, said Anaquatico
owner Ana Bile. With strong sales of top-of-the-range
reels from many brands in the last few years anglers now
look at reel care in a different light and have come to
recognise the benets of regular maintenance.
Ardents proactive distribution partner has developed
targeted publicity and marketing campaigns, including
strong coverage on its website
(www.anaquatico.com), features in con-
sumer magazines, how to brochures
translated into Portuguese and posters
explaining how to use each product.
The whole process requires an investment in
promotional activity from the shop owners and distributors,
adds Ana Bile. We are condent the Ardent brand will
grow to be one of our best selling products. Its an
excellent addition to our range.
Ardent distributors in France and Romania are also
reporting good sales and the company is expecting that
its presence as an exhibitor at EFTTEX in June will further
increase demand in Europe.
These products are applicable to any make of reel and
any country, said Ardent President Michael J. Brooks.
For further information contact Michael J Brooks
mjbrooks@ardentoutdoors.com+1 314 878 7722
Ext. 201 for the US, or info@charismaticmarketing.com
+44 1684 296695 for Europe.
Ardent President Michael
J. Brooks: Our products
are applicable to any reel
and any country.
Americas Anglers Legacy programme has introduced new
print public service announcements (PSAs) to support its
efforts to grow participation.
The move follows the news that the programme has
now secured more than 200,000 pledges from anglers
to introduce a newcomer to the sport. Each
pledge generates momentum in licence
sales, shing tackle and equipment sales,
boating supplies and accessories.
The recently-launched PSAs contain
dynamic and relevant new images and
messaging which reect the programmes
increased activity to mobilise avid
boaters and anglers.
The positive messages encourage anglers
and boaters to make a promise thats easy
to keep and take someone new shing.
The full page PSAs are available in three
creative concepts, each with a different
theme memories made with friends,
passing down the legacy to new generations and the
importance of conservation.
These PSAs have a strong tie to our award-winning Take
Me Fishing campaign, said Frank Peterson, President and
CEO of the Recreational Boating & Fishing Foundation,
the organisation behind Anglers Legacy.
These new creative elements will
resonate with those who love to sh
and boat. We hope they will inspire
more people to join the programme
and serve as a tool for our partners to
help grow participation.
More than 300 programme partners
such as state sh and wildlife agencies,
clubs and organisations, outdoor retail-
ers and manufacturers and sports media
have contributed to the success of the
Anglers Legacy scheme. To request a
PSA, visit anglerslegacy.org or contact
Jeff Sedor at +1 703 778 5158.
NewadsboostUSrecruitmentdrive
Simmshas further expanded its product
development teamwith the appointment
of Christy EvansasSeniorMerchandiser
for Sportswear andAccessories.
Evanswaspreviously Senior Developer
for Under Armours accessories division
andhasalsoworked for Columbia Sports-
wear,MountainHardwear andGrifn
manufacturing.
Theappointment follows the recruitment
of RoseQuinnasSportswear andAcces-
sories ProductDeveloper inDecember.
Quinns expertise in apparel construction,
patternmaking andsewing is comple-
mentedbyexperienceof domestic and
internationalmanufacturing andproduct
commercialisation.
SimmsGlobal Director of Product
Development Tobin Teichgraeber said
EvansandQuinnwerekey to thecompany
achieving its aggressive ve-year goals.
APPOINTMENTSSTRENGTHENSIMMSTEAM
ga
re
an
mo
an
he
su
club
ers
have
Angl
PSA,
Jeff
L:7 in
L
:
1
0
i
n
Fill rates the key for
BooneBait at EFTTEX
T
his year rep-
resents three
remarkable
landmarks
for world-
wide saltwater brand
Boone Bait. The Florida
business will be exhibit-
ing at its 29th consecu-
tive EFTTEX show and its
58th consecutive ICAST-
show in the companys
60th anniversary year.
Its a record that few, if any, companies could
match, but for owner Peter Foley it will be
business as usual as he continues to meet the
high service standards for which Boone has
established a considerable reputation.
Boone Bait is renown for shipping on time,
very high ll rates, rapid turn of inventory and
competitive pricing and today exports to 65
countries.
Were attending our 29th EFTTEX for all the same
reasons as we attended our rst, said Foley. It is the
best venue to meet our export customers and to get the
message across to them that we ship from one warehouse
in Winter Park, Florida, and that we
maintain ll rates of 98%-plus while
maintaining very competitive pricing.
EFTTEX helps us promote the Boone
brand and is a good environment to discuss
with customers both large and small our
ability to ship orders quickly, giving them
the benet of faster inventory turns than
our competitors.
While always receptive to new business,
the company is aware that one of its strong-
est selling points is its current customer
base and encourages prospective customers
to ask current customers about service
levels. As we celebrate our 60 years of
service to the saltwater market we are very
proud of our commitment to shipping on
time with such high ll rates, added Foley.
For further information call +1 407 975
8775, email boonebait@earthlink.net or visit
www.boonebait.com.
Boone Bait owner Peter
Foley: We ship orders
faster than competitors.
Steve Cole is leaving Fox International to take up the newly
created role of Marketing and Media Manager at Dynamite
Baits, where he will play a key role in the UK companys
ve-year global expansion plan.
And improvements in the way Dynamite communicates
with the trade is something he will be looking at immedi-
ately, he told Angling International.
The former magazine editor, who was head of media and
publicity at Fox for three years, said that his new company
had expanded to such a level that it had become vital to
appoint someone to solely manage its UK and European
marketing.
That includes everything from creating adverts and
brochures, launching a new website and managing the
creation of articles through to implementing new marketing
and media strategies to help Dynamite grow even more.
Ill look at everything the company currently does with
the aim of raising the bar, as well as bringing in some of
my own ideas to help take the company
forward. I want to ensure that other com-
panies, not just bait manufacturers, follow
our lead. Its really important for me and
for Dynamite that we are number one in
everything we do.
Cole begins his new role in early May and
will be based in Nottingham. He will report
to Dynamites Sales and Marketing Director,
Peter Chandler, who said: Steves experience
and tackle trade knowledge will be needed
in implementing the next stage of Dynamite
Baits ve-year global expansion plan.
Fox International is expected to move
quickly in announcing a replacement for the
departing Cole.
STEVECOLELEAVESFOXFORDYNAMITEBAITS
New role: SteveColewill join
DynamiteBaits inMay.
I N S I G H T A N A LY S I S T R A D E N E W S
COMMUNIQU
22
Cameron: Fishing
will be safewithme
AnglingInternational May2010
How important doyouperceive recreational angling
to be in theUnitedKingdom?
David Cameron: Incredibly important. There are four
million people who, in one way or another, take part
in shing and its an incredibly widespread sport that
a lot of people get an enormous amount of pleasure
out of. Whether it is wellbeing, whether it is biodiver-
sity, whether it is understanding nature, Im a fan and
a supporter.
What can anglers in theUnitedKingdomexpect
fromaConservativeGovernment if you are
elected inMay?
To be listened to, thats the rst thing. If you look at
my shadow team for the Department of the Environ-
ment, Food and Rural Affairs (DEFRA) youve got
Richard Benyon, Jim Paice and Nick Herbert. These
are all people who understand the countryside, who
love the countryside, who understand country sports
and want to support and promote them. You will have
no problem being listened to, being heard and being
understood.
Cormorants andotters are both predators
currently causing havoc onmanyof theUKs natural
waterways. Canyoupromise anglers that youwill
review the current licensing procedure for
controlling these creatures?
What we would want to do is talk to the different
countryside organisations, whether its Natural
England or whoever else, and just make sure these
Above: David Cameron anked by Angling Times journalists Martin Bowler (left) and Steve Partner.
have a lot of different people to satisfy, thats part of
the problem.
Pollution is one of themajor causes of shdeaths
every year in this country. Yet thosewhoare guilty
of doing it often endup receiving paltrynes.
Canyouassure anglers that those found to have
committed environmental crimeswill bened
accordingly?
The nes are small. We are looking at that. We think
there could be a case for stiffer nes because it has to
be a deterrent.
Under the current Government, shing had its own
AnglingMinister inMartin SalterMP.Will the
Conservatives look to continue this trend?
I think Martin Salter has done a good job speaking
up for the industry. Hes obviously going and youll
have plenty of people on our side like Charles Walk-
er, Mike Penning and Richard (Benyon) who will do
a good job. Within the DEFRA team you want to
be absolutely clear that there is someone with the
responsibility for shing who is going to listen to all
the different voices of shing. But the idea of having
someone on the back benches who has a special
relationship with the sport, I certainly dont rule that
out. If we nd the right person, its a good idea.
Will you look to seek advice beforemaking policy
decisionswhen it comes to recreational angling?
Thats where the Angling Trust comes in and where
a listening Government comes in. Where there are
things that need to be done, we will act whether
it is issues of licensing, issues of illegal shing,
problems about pollution are the punishments
tough enough for people who pollute? the whole
issue of access, what are we going to do as we reform
the Common Fisheries Policy, how do we develop
Marine Conservation Zones, what role do sea anglers
play? We want to talk to everyone involved and
make sure we have evidence-based policy.
Howcanyouassure anglers that the
Conservative Party is the party for anglers?
First of all, the leader of the party likes shing and
that is a good start. The main thing is that we will
have a team in DEFRA who understand and support
all country sports, including angling, which is the
most popular. And I think in terms of the policies we
are developing, which are pro-biodiversity, pro-
countryside, pro-sport, I think you will have a very,
very big listening ear to speak to.
So, just to be clear, angling as a sport is safe under a
ConservativeGovernment?
Its not only safe, we want to actively promote it.
We believe in sport, we believe in the outdoors,
we believe in the countryside and we believe in
biodiversity all the things that shing is a very
important vehicle for. Fishing is a great sport. As
much as anything else, its very good on the
wellbeing agenda because this is how a lot of
people get a lot of happiness.
policies are genuinely promoting biodiversity. And
we must not have policies that over-emphasise one
species over another. If you bring back creatures that
are at the top of the food pyramid, you create quite
a lot of issues lower down that pyramid. So sensible
conversations based on genuine science and biodiver-
sity rather than a cuddliness test are required.
Anglers often complain about paying for a rod
licence.Would youever considering scrappingwhat
manybelieve is anunfair tax?
(Turns to Richard Benyon MP, Shadow Minister for
the Environment, Fisheries and Wildlife) Richard,
where are we on rod licences? (Richard Benyon ex-
plains: Its one of the few hypothecated taxes, in that
the revenue is spent directly on those its taken from.
What has happened in the past is the rest of the
money that has gone into shing is Grant in Aid and
thats been alarmingly sliced. Its probably a discus-
sion we can have with people like Martin Bowler).
What we can promise you is that we will have proper
conversation and if its genuinely hypothecated and
works, keep it, if it isnt
and its bureaucracy,
scrap it.
Anglers also believe
theEnvironment
Agency thebody that
collects the rod licence
moneydoes an
inadequate job, largely
because it has somany
other responsibilities
above andbeyond
looking after shing.
Doyouhave anyplans
for theAgency?
It will be subject to our
quango review. If quan-
gos have a technical
function, or if there is a
reason they have to be
separate from Govern-
ment, then they should continue. But where they
have started to imitate Government and have great
policy directorates and communication directorates,
thats when they should either be scrapped or be
folded back into the Government. Then they can get
on with the core job that they have namely protect-
ing Britains waterways. I know that people have a lot
of frustrations with the Environment Agency. They
The favourite to be the UKs next Prime Minister has
spoken out in favour of angling in an interview with
Angling Times, the UKs leading angling publication.
I N S I G H T A N A LY S I S T R A D E N E W S
COMMUNIQU
24 AnglingInternational May2010
PatWrob,President,
RiverEdgeProducts
We have exhibited at the
ICAST show for over ten years
now and our aim is always to
pick up new export custom-
ers and make everyone aware
of our new product lines for
2010. We will also showcase
many of the new items that we
plan to introduce in 2011.
The event itself continues to evolve and we are
happy to see a growing trend of retailers at the show.
I hope this trend continues as although a lot of our
product is sold through distributors I think it is im-
portant for the dealer to be able to see our whole line
are known for quality and value. Thats where were
positioned in the market, and were nding that for-
mula effective in this tight economic climate. Were
and not just what their distributor is offering.
It has been a hard year for many companies but
we are in a fortunate position at present having expe-
rienced 20% growth in 2010 and so our expectations
are set very high for the forthcoming year.
LindaSheldon,
FlyingFisherman
We see ICAST as being stra-
tegically very important this
year as the market is turning
around, and as it does, we
want to be where the buyers
are and thats at ICAST.
Flying Fisherman products
THE TRADES VIEW
With July in Las Vegas fast approaching, we asked those attending ICASTwhy
the show has such special resonance for them this year...
Why is so important?
PatWrob: I want dealers
to see our whole range.
Linda Sheldon: Themar-
ket is turning around.
are known for quality and value. Thats where were
r...
May2010 AnglingInternational 25
WWoorrlldd ss FFiisshhiinngg GGeeaarr
bbyy AAqquuaazz
''
optimistic about the 2010-11 seasons.
A lot of that optimism is driven by our
new product range and well be introduc-
ing new product in all of our categories
including a new series of polarised,
bi-focal sunglasses with our AcuTint lens,
additions to our T-shirt and headwear
collections, a new series of head and neck
protectors we call the SunBandit and
several other items.
BillBoyce,
CEOofFethaStyx
This year we hope to make more people
aware of our products and and despite
the tough trading conditions being
experienced by many companies across
the USA we expect growth regardless of
the economic condition because of the
value and uniqueness of our product to
the consumer.
The big products for us will be Fetha
Styxs rod series including True Hero
and CCA, which support environmental
conservation.
In addition, well be showing an all-
new principle rod line-up built on North
Fork Composite blanks by Gary Loomis.
Well also have more information about
an exciting partnership were hoping to
release more information on soon.
ChrisGonzales,President,
StrikeProAmerica
Strike Pro has been exhibiting at ICAST
since 2003. And we see it as a very spe-
cial and crucial show to the US market.
Strike Pro introduces at least 15 to 20
new products every year that are original
and innovative so we ensure that we stay
at the cutting edge of lure design.
This year we will be introducing 15
to 20 new models from Strike Pro along
with the original
Buster Jerk in the
Wolfpack colours,
The New Strike
Pro Trailer lure,
Strike Wire, Strike
Pro Reaction Baits
and some other
new products that
are sure to cause
a stir within the
trade.
Vegas has been a successful show for
Strike Pro every time we have exhibited
there. We have always picked up new
customers and hope for more of the same
in 2010.
BenPatrick,HalcoTackle
We like to be at ICAST as it is the best
opportunity to see
as much of the
American angling
trade in one place.
Getting to and
from the USA is
expensive and
time consuming.
ICAST is cost
effective and helps
us get to all the
trade in one place.
It also gives us
a chance this year to communicate our
plan to increase our presence in the USA
and Southern American markets. We will
also meet with some distributors that do
not come to EFTTEX in Europe or the
Australian show.
As a venue for the show Vegas may
not appeal to all, but it always attracts
great crowds and is an easy location for
exhibitors and visitors alike. Id love to
see Florida in the mix every two or three
years though.
Bill Boyceof FethaStyx
(right) at ICAST2009.
Weexpect growth.
Ben Patrick: It attracts
great crowds.
Chris Gonzales: Vegas is
good for Strike Pro.
I N S I G H T A N A LY S I S T R A D E N E W S
COMMUNIQU
26
Brazil shing show
extends its reach
AnglingInternational May2010
W
hen a
show
increases
by 80%
in just
four years you know it must be
something a little special, and
organisers of this years Brazil-
ian Sport Fishing Trade Show
are expecting more of the same
when they pitch up in Sao
Paulo this August.
Held at the Frei Caneca
Convention Centre over three
days, exhibitors from the Americas will be in attendance
along with familiar favourites such as Shimano, Berkley,
Daiwa and Rapala, all helping to make a show that
event spokesman Fernando Martinelli describes as the
most important event for shing businesses in Brazil.
Last years show exceeded expectations with more
Event spokesman
FernandoMartinelli:
We have exceeded
expectations.
overseas it really adds to the overall show.
For more information on the show, visit the
website www.tradeshowpescaecia.com.br/en
than 4,500 visitors from the retail sector,
shing companies and resorts and lodges.
To grow by over 80% in such a short space of time
has been sensational, said Fernando.
More importantly, we have upped the number of
exhibitors. It currently stands at 70 with a oor space
of over 5,000 square metres for 2010. We have done
it simply through them visiting our previous shows
and being impressed with what they see.
Indeed, companies often wait until the show to
actually unveil their new products and spread the
word. Although the show centres on Brazilian sh-
ing, more and more exhibitors from other countries
have booked since the shows debut in 2007.
We have companies from Canada, the USA and
Paraguay amongst others, Fernando continued.
What a lot of people might not realise is that we
feature parts from other shows such as ICAST and
the Osaka and Tokyo Fishing Shows. Visitors want
to see new things and by giving them a taste of the
of time
The show in SaoPaulo is attractingmore global brands.
EUROPEAN
FISHING
TACKLE
TRADE
EXHIBITION
Feria Valencia, Avda. de las Ferias s/n, 46035 Valencia, Spain
T: +34.96.386.11.00 F: +34.96.363.61.11
E: feriavalencia@feriavalencia.com
W: www.feriavalencia.com
Valencia, Spain
11th-13th June 2010
BE THE BEST, COME TO EFTTEX
EFTTA, Unit 2i, Berol House, 25 Ashley Road, London, N17 9LJ, UK
T: +44.20.8365.0405 F: +44.20.8493.7220
E: info@eftta.com W: www.eftta.com
P
r
e
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e
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i
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I N S I G H T A N A LY S I S T R A D E N E W S
COMMUNIQU
28
PlasticaPanarosees
signsofgrowth
AnglingInternational May2010
I
talian tackle box manufacturer Plastica Panaro
believes that this years EFTTEX show in Spain
could mark the start of a denite upturn in
fortunes for the European shing tackle
market, with many visitors using the show to
forge new business. The Marano-based company is
planning to unveil a range of new products in Valen-
cia, although Export Director Lucio Sirotti is remain-
ing fairly tight-lipped regarding the exact details of the
new additions.
We are really
looking forward to
the show because we
have sensed that the
market is improving
in recent months
and I think we are
going to see more
and more people us-
ing events like this
to generate new
business and
distribution
opportunities.
Added Lucio:
I always have high
expectations of
EFTTEX its a really important date for us because
the majority of our customers will be there and we
always emerge from the show with a good number of
new accounts.
As usual, we will be taking our complete range
of plastic tackle boxes and buckets. Well also be
launching two new tackle boxes with an innovative
compartment concept but I dont want to reveal
too much at this stage! We will also launch a number
new soft shing bags at the show which we have
high hopes for.
UKGovernment
accuses rivals
The UK Governments angling spokesman Martin
Salter has claimed that Conservative party leader
David Cameron is only paying pre-election lip serv-
ice to angling. The Labour MP was responding
to comments made by Cameron in an exclusive
interview with Angling Times newspaper repeated
on page 22 of this issue of Angling International.
In the interview Cameron said he would not com-
mit his party to retaining the rod licence and the
24 million per annum that it generated for sher-
ies should they form the next government.
Salter challenged the Conservatives to guarantee
that the licence would remain in place, saying that
abolishing it would strip 70% from the Environ-
ment Agencys shery funding. This means no
restocking, dirtier rivers and a bleak future for
Britains three million anglers, he continued.
Why has David Cameron not come out of
closet before and why does he wait until now be-
fore paying pre-election lip service to our sport? It
is worrying that the Conservatives clearly still have
the future of the rod licence on their agenda.
Time To Get Serious.
Information requests & distributor enquires
to Brian Black, Jarvis Walker Brands.
Email: brianb@jarviswalker.com.au
Developed by
jarviswalker.com.au
Hi, Im
Mr Right,
someone said
you were looking
for me
Time for a new line?
on Australias
toughest sportsh
brand support &
business building
expertise
key price points while
achieving great margin
products across braid,
monolament and
uorocarbon lines
and leaders
300+
A t li
Quality Tested
i i t
Target
Excellent
May2010 AnglingInternational 33
quality gives
the edge
WHATMAKESROVEXLINESOSPECIAL?Seep36
ITSMORE THANFLIES...
Aswell as tying ies, FullingMill markets a growing range of
other quality y shing equipment. Among its 2010 products is
this ready-to-sh outt, with backing, yline and leader already
loaded on the reel. The pack includes everything needed to start
y shing, including FullingMill ies covering awide range of
species. The two different-weight outts available 5/6weight or
7/8weight both have nine feet, four-piece rods. The 7/8weight
option is available with a choice of trout, carp or bass ies. Prices
in the UK start from129.95.
stringent quality control at every stage of the process, it is a formula that Sales
and Marketing Director John Wolstenholme is condent will continue to attract
new customers.
Of course, we are looking to grow in Europe, but in a controlled way
and with the right partners, rather than a shotgun approach. We are
fortunate that we not desperate for business so we can move at our own
pace and make sure that growth is sustainable and protable.
Fulling Mill appointed Eumer as a distributor in Finland late last year and
this, says John, is a good example of the kind of partnerships the company is
looking to replicate. Eumer is a dynamic, hard-working company which is
raising our prole and sales in the growing ready-tied y business in Finland.
They are ideal partners, he added.
The largest proportion of Fulling Mills business is OEM product for pres-
tigious y brands around the world, and as it looks to grow its inuence still
further across Europe it has one eye on EFTTEX in Amsterdam in 2011.
?
Want to talk to FullingMill?
Heres how tond them...
Tel:+44 1293 778600 Web: www.fullingmill.com
Email: john.wolstenholme@fullingmill.com
FullingMill innumbers
FullingMillwas founded in theUK in
1980but the companys y tyingherit-
agedates right back toKenya in1932.
FullingMill employs15staff at its UK
andUSdistribution outlets and350y
dressers andsupport staffat itsKen-
yan factory.More than4,000patterns
and1,500,000iesare always in
stockat any time. Averageproduction
is around90,000iesperweekand
more than200millionieshavebeen
tied anddistributed to date!
Ambrus Tibor
World Championship 2 gold medal
World Championship 4 bronze medal
European Championship 1 silver medal
European Championship
1 bronze medal
Individual Hungarian Championship
1 gold medal
Milan Majkic and
Nemcev Blagoje
World Championship Carp catching
1 gold medal
Maros Mix Bait Company
H-6900 Mak, Dek Ferenc utca 12. HUNGARY
+36 (30) 644 2404 marosmix@marosmix.hu
We are continuously aspiring to apply the experiences, which were getting in
the world angling races, to develop and produce those baits, which ensure
the biggest chance to all anglers: from beginner to world champion.
GROUNDBAITS
ADDITIVES
PELLETS
BOILIES
CORN MEALS
(POLENTA)
BOILIED SEEDS
FLOATS
ACCESSORIES
FEEDERS
CLOTHES
HOOKLENGHT
BOXES
BAGS
68526 Ladenburg/Germany
Fax ++49 6203 923874
export@behrshing.de
www.behrshing.de
Please ask for
our 470 pages color
tradecatalogue.
We are looking for
distributors
in certain countries!
German technology at asian prices
WADERS ARE US!
68526 Ladenburg/Germany
Fax ++49 6203 923874
export@behrshing.de
www.behrshing.de
German technology at asian prices
Now you can choose the model youve always wanted. Whether you want high quality titanium
neoprene waders in 4 4,5 or 5 mm thickness or Nylon waders or PVC waders or breathable
waders - we have them all!
Worlds rst
Neoprene-wader for
Carp-shermen!
May2010 AnglingInternational 43
HOWDOYOUGROWANANGLINGMEDIABRAND?Seep50
I dont know of any factory with a testing centre
like the one at Heng Feng. It is incredibly rigorous,
with machinery to test everything from strength,
colour fastness, sun and saltwater resistance, water
repellance and just about everything else that goes
into making good product, including environmental
requirements, he said.
Being made at Heng Feng is like a badge of
honour in the shing tackle industry an endorse-
ment of good production values.
The testing procedure ensures consistency of
product from shipment to shipment and has also
contributed to the coveted ISO accreditation.
Heng Feng is associated with many of Europes
top brands and proud of the fact that many of those
Weneed toensureourcustomers
have their ownuniquebrand identity
withexclusiveproducts
Angling International Editor
Mel Bagnall (left)with John
Walsh, Ellen XuandBenYang.
Inside thenewHengFeng
showroom/design centre.
Theentrance
to the testing
laboratory.
Theentrance to theHeng
Fengboothat China Fish.
Working at the state-of-
the-art testing facility.
relationships go back more
than ten years, evidence
if any was needed of the
trust placed in the company
by its customers. The longev-
ity of those relationships
is based in many cases on
customers understanding of
the companys commitment
to the highest manufacturing
standards. It is also
dependent on Heng Fengs
ability to offer exclusivity to
each customer.
Heng Feng President Ben
Yang commented: We be-
lieve that for the continued
growth and stability in the
European OEM market we
need to work closely with our customers to ensure
they have their own unique brand identity with
exclusive products.
To ensure this is the case, Heng Feng has invested
in the expansion of its design and engineering team
to generate top quality design, product development
and support services, with even a building on the
head ofce site dedicated to making samples. The
design, sales, showroom and sampling workforce
totals 400 people.
The company fully understands the importance
of design and invests in European and American
designers to work with our state-of-the-art 3D CAD
facility in Hangzhou to produce innovative products
relevant for todays market, added Walsh.
Given Heng Fengs volume of output and its
emphasis on new ideas, it is not surprising that
intellectual property rights have become a big issue.
The company has committed to invest more in
registering designs to protect customers exclusive
designs and patterns and is also patenting its
own-design products to prevent copying in China,
leaving its competitors in no doubt that it will
vigorously enforce patent rights.
So, is this high level of service reected in price?
Not so! Despite its massive investment in premises,
machinery, testing and quality control Heng Feng is
condent that by leveraging its buying power across
all its markets it will continue to offer competitive
prices.
?
Want to talk toHengFeng?
Heres how tond them...
Tel:+86 571 28887258/28906101
Email: info@hengfeng-china.com Web: www.hengfeng-china.com
Heng Feng appointed shing
tackle designer JohnWalsh as
OEMBusiness Support Man-
ager in October last year, a role
created to help liaise with OEM
customers. His duties include
carrying out detailed analyses
of the Europeanmarket and
advising on how best to grow
and improve relationshipswith brands. As we enter a
new decade, we see the quality of brand partnerships
as the future of OEMmanufacturing, saysWalsh.
WHO IS JOHNWALSH?
44 AnglingInternational May2010
S P E C I A L F E A T U R E
W
hen jerkbait shing rst took
hold in Scandinavia, few could
have predicted the enormous
popularity it enjoys today. But
boosted by reports of spectac-
ular shing and of huge pike on imported American
baits, the method quickly captured the imagina-
tions of anglers across the region and awoke the
pioneering spirit of one Scandinavian company in
particular. Thanks to some innovative thinking and
After starting the Scandinavian pike shing revolution
with the Buster Jerk, Strike Pro Europe is preparing to
strengthen its grip on the regions growing predator
market, writes Fredrik Stjarnkvist.
STRIKEPROEUROPE
TARGETSMORE
BITESASPIKE
FEVERGROWS
the release of its promotional lm, Pike Fever, CWC
AB sensationally pulled off the double success of
growing this new market and dominating it.
And behind everything lay the remarkable Buster
Jerk lure. Little more than ve years after its pivotal
launch, it is the lure of choice for pike anglers in
Scandinavia, spawning imitators and giving birth to
its own mini-industry of lures under the Strike Pro
banner. This year, CWC and Strike Pro are planning
to capitalise on the Buster Jerks continued popular-
ity with a new range of predator lures for their fans in
Scandinavia and beyond.
But what makes the Buster Jerk so special? For a
start, unlike the original US imports, it is adapted to
Nordic conditions. The Scandinavian pike is smaller,
does not give the same ght and does not have the
same love for big lures as a muskie. The Buster Jerk
has a deadly side-to-side action and is extremely
versatile. It also functions as a normal swimbait.
Straight retrieves in combination with regular pauses
Buster Jerkshavebeenproving
irresistible to pike in northern
Europeever since theywere
launchedmore thanveyears ago.
n
to
WC ity with a new range of predator lures for their fans in
Sc di vi d be nd
COMPANIESYOUNEEDTOKNOWABOUT...
?
May2010 AnglingInternational 45
are cruelly effective. And anglers have
always found it very easy to work with,
making it a perfect bait for the beginner
as well as the pro.
But above all have been the results.
In three days of shing in southern
Sweden in the spring of 2004 the
CWC Fishing Team caught 22 pike
Sweden in the spring of 2004 the
CWC Fishing Team caught 22 pike
over 10kg. A fantastic achievement,
and all caught using Buster Jerks.
The lm of this expedition, Pike
Fever, was released during the
autumn and was a huge success,
boosting the lures popularity still
further. And, for example, during the
past ve years in Sweden more pikes
over 10kg and 15kg have been caught
using the Buster Jerk than with any
other lure.
And so it has grown. After its success
with Buster Jerk, Strike Pro Europe has
continued to develop several more high
quality lures: the shorter, rounder Belly
Buster for shing in cold waters at a
depth between one and four metres;
and Big Bandit, a classical glider with a
length of 20cm and excellent side-to-
side action.
Most of Strike Pros jerkbaits are
available in several weight classes
sinkers, suspenders and oaters. The
top of the line production at Strike
Pros facility in Taiwan also makes it
possible to produce amazing colour
patterns. Buster Jerk is now available
in 47 standard colours in Sweden.
In total, Strike Pro Europe has about
300 different colour patterns. Even
saltwater anglers have started to use
jerkbaits from Strike Pro with great
results from jerkbait shing to high
speed trolling.
The newest predator lure from
Strike Pro is XBuster, an efcient hy-
brid lure that combines the advantag-
es of a swimbait and a jerkbait. The
jointed body gives a very attractive
motion both when you crank it and
when jerkbait shing. Later this year
Strike Pro Europe will present several
new predator lures including a new
tail bait. The launch will complement
CWCs specialised shing rods and
the Strike Wire range of lines.
Top: part of theBuster JerkWolfpack
collection. Above: theBuster Jerk in action!
?
Want to talk toStrikePro?
Heres how tond them...
Tel:+46 8 761 06 00 Fax:+46 8 761 06 01 Email: lc@cwcab.com
Web:www.strikepro.com www.strikepro.eu
AD
46 AnglingInternational May2010
S P E C I A L F E A T U R E
1. It releasesitsscentquickly
The signature feature of Gulp! is an ability to release
scent much faster than standard soft plastic baits.
Most competitors are made from a plastic polymer
resin suspended in a petroleum-based plasticiser.
This makes them hydrophobic, or water repellant,
which locks in any avourings. By contrast, Gulp!
is made from a blend of water-based polymers
which are hydrophilic (water-loving). This emulates
the natural scent release rates of biological tissue,
which is also water-based. Gulp!s scent release has
been measured as being up to 400 times faster than
standard soft plastics.
Additional potency is derived from Gulps unique
three-tiered avouring system. Since the vast major-
ity of game sh are carnivores, Gulp! uses a strong
organic package that satises the meat cravings of all
predatory sh, much like humans enjoy the savoury
taste of a good steak. However, just as humans often
enjoy avouring their steaks with different spices,
Gulp! utilises a second tier of actives which serve
as avour enhancers, adding extra zing to the bait.
Finally, third tier avourants are added to Gulp! baits
designed to look like specic prey. For example,
shrimp baits are scented to smell and taste more like
shrimp, minnows to taste like minnows, and so on.
2. Itssoversatile
Angling in general has many sub-genres, but one
school of thought is to spilt the sport between
active and bait and wait styles. In both sectors,
Gulp! has it covered.
With a host of ultra-lifelike crabs, craws, shrimps,
squids, minnows, shads and sandeels, Gulp! has the
range to satisfy active anglers worldwide whether in
fresh or saltwater, in fast owing rivers, rip tides
or placid lakes.
I always tell people to throw a Power Bait worm
In less than a decade, Berkleys Gulp! brand has spread across the globe to
achieve dominance in the articial softbaits market. Heres how.
YoucanuseasingleGulp!
bait all dayand its still
going tobeputtingoutmore
scent thananythingelse
COMPANIESYOUNEEDTOKNOWABOUT...
HOWGULP!TOOK
OVERTHEWORLD
May2010 AnglingInternational 47
WHYAREEFTTEXEXHIBITORNUMBERSUP?Seep55
until it falls off the hook, says John Prochnow, senior
chemist with Berkleys parent company Pure Fishing.
Once that bait gets chewed and mangled, thats
when the scent is going to be escaping the most.
Truthfully, you can use a single Gulp! bait all day
and its still going to be putting out more scent at
the end of the day than anything else. But I like to
keep mine fresh and full of scent, he added. Thats
why Gulp! Alive is so effective. If you use a bait for
an hour or so you can just drop it back in the juice,
and after 15 minutes that bait is like new. Its the
equivalent of taking a dead shrimp and bringing it
back to life.
For bait and wait style shing, recent develop-
ments have elevated Gulp! to similar heights. Witness
the amazingly effective pastes, corns, waxies (mag-
gots), eggs, earthworms that anglers are embracing
in droves across many continents.
3. Itsadaptabletodifferent
regions
In recognition of the prominence of different angling
styles in different territories, many Berkley softbait
products have been developed to serve specic
markets. With Berkley being a USA angling institu-
tion, its natural that the home market is served
with some special products. Powerbait Kits such as
K&Ps Jig Minnow, Jays Texas Rig, Skeets Finesse,
Ikes Jig and Larrys Shaky Kit are born and bred US
classics. In southern Europe, bait shing for trout is
very popular, with the Italy-born Bombarda style
especially prominent. The Gulp! doughbait range has
it covered with a bespoke Bombarda range in eight
different colour combinations.
SOWHATSNEXT?
4. It isenvironmen-
tallysafe
Concerns about the environ-
mental impact of soft plastic
shing baits lost during the
course of action have rightfully
been raised and debated for
many years. Berkley is proud to
say that Gulp! products can be
used in full condence that any
unfortunate loss will not harm
the sh or their surroundings.
Sylvain Legendre, Gulp!
Product Manager at Pure Fish-
ing Europes HQ in France,
explains: During product
development Berkley scientists purposely fed Gulp!
to aquaria-conned largemouth bass, bluegills, carp
and trout to verify product safety in terms of
digestibility.
The sh were fed both whole baits and baits
cut into small pieces. We varied the feedings from
a single instance to multiple feedings spread over
time. In short, the sh received far more Gulp! than
ever likely in the eld
Recommended