Angling International Magazine - May 2010 - 28

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EFTTEXNEWS

EXCLUSIVES

Essential pre-show

reading for buyers

Essential reading forbuyers in the tackle trade

May 2010 Issue28

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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

[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] DatabaseManager:GrahamGoor; [email protected]

International Ambassador:Caroline Thomas; [email protected] +44 (0)7952555716 Colour reproduction: ATGraphicsUKLtd, Peterborough, CambsUK

Printedby: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 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


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 [email protected] and

[email protected].

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.


COMMUNIQU

10

Plano topsUS survey


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

[email protected].

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


COMMUNIQU

12

LouisTchertoffwarns

Chinese on costs


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


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

[email protected] 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


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 [email protected]

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

[email protected]+1 314 878 7722

Ext. 201 for the US, or [email protected]

+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 [email protected] 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.


COMMUNIQU

22

Cameron: Fishing

will be safewithme


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.


COMMUNIQU


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...


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.


COMMUNIQU

26

Brazil shing show

extends its reach


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: [email protected]

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: [email protected] W: www.eftta.com

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COMMUNIQU

28

PlasticaPanarosees

signsofgrowth


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: [email protected]

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


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: [email protected]

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 [email protected]

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

[email protected]

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

[email protected]

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!


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?


Tel:+86 571 28887258/28906101

Email: [email protected] 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?


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...

?


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?


Tel:+46 8 761 06 00 Fax:+46 8 761 06 01 Email: [email protected]

Web:www.strikepro.com www.strikepro.eu

AD


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


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

Documents

Angling International Magazine - May 2010 - 28