Angling International Magazine - February 2011 - 37

BAIT MARKETSHAKE-UP!

Chinese giants joinforces to target Europe p44

Essential reading for buyers in the tackle trade

February 2011 Issue 37

giants jointarget Europe p44444444444

Online at angling-international.com

THECHINA FISH

ISSUENOWMAILED TO

11,000+BUSINESSES

AROUND THE

WORLD

SHOWS ONTHE RISE

Confidence is high in Brazil,Russia, France & Canada

Essential reading for buyers in the tackle trade

February 2011 Issue 37

is high in Brazil,nce & Canada

g

Now online at angling-international.com

THECHINA FISH

ISSUENOW

MAILED TO

11,000+BUSINESSES

AROUND THE

WORLD

EUROPEANTRADE NEWSCzech baitspecialist lookseast and westWhy LK Baits is confident ofgrowth throughout Europe p50

Boost for Europe’sboat sectorSea Fishing Show is expectingbest attendance yet p46

Zalt targetsRussia, Ukraineand the USAMove follows back to back salesincreases of 20% p40

Pozo’ looksbeyond ItalyThe time is right for growth,says Antonio Pozzolini p15

INSIDE More than 30 new lures and hooks

from Rapala, Sébile, Strike Pro, Savage Gear,

Carson, Ultimate, Lineaeffe, Solvkroken,

Livetarget Lures, Spro, Delalande,

Mustad, VMC and more

WARNINGS ON CHINESEPRICE INFLATION‘The situation is getting out of control!’ says Leeda’s GeneralManager in China. How prepared are you? See pages 6 & 8

PLUS

WHAT NEXT FOR CHINA’SDOMESTIC MARKET?China Fish President Li Jiang gives his views. 3

Old Ghost announces

aggressive plans to dominate

the sector. Full story p44

CHINESE BAITGIANT TARGETSEUROPE

February 2011 Angling International 5

MAGAZINE CREDITS

FEBRUARY 2011

Welcome to thisspecial ChinaFish issueof AnglingInternational.

Beijing’s big show is always a massivetalking point in the trade becausemuch of what happens there iscritical to the industry in Europeand the rest of the world.

But this year’s show promises tobe especially interesting.

The huge price increases in Chi-nese products that have been talkedabout for some time are becominga reality. Their effects are bound tohave a significant impact – both inChina, where the likelihood is thatsome companies will not survive, andthroughout the rest of the world as

brands wrestle to manage large-scalecost increases.

In this issue we talk to a majorWestern brand’s resident representa-tive in China to get an insider’s viewof the issues and their likely repercus-sions for the trade. We have alsointerviewed one of China’s leadingfishing tackle trade authorities aboutthe implications of internal legislationand cost increases on the domestictrade.

Different companies will deal withthe problems in different ways butone thing’s for sure, there will besome very intriguing conversationstaking place in Beijing’s New ChinaInternational Exhibition Centre fromthe 17th to 19th of February.

Angling International will be there

as usual for the duration of the showand we look forward to being part ofthe debate.

*Next month we’ll be taking a closelook at angling’s eyewear sector,talking to some of the key players,examining the latest innovations andrevealing what’s new for 2011.

If you want to know how yourcompany can be involved please con-tact US National Sales Manager StuartPavlik or International CommercialDirector Lucie Henton. Their contactdetails can be found below.

Mel [email protected]

• Publishing editor: Mel Bagnall; [email protected] +44 (0)1733 392 977 • Assistant Editor: Anthony Hawkswell; [email protected]• Editorial director: Rob Carter; [email protected] • Art Director: Keely Docherty-Lee; [email protected]• Designer: Kate Holt • Database Manager: Graham Goor• Colour reproduction: AT Graphics UK Ltd, Peterborough, Cambs UK

Angling International magazine is published by Top Corner Editorial and Design Limited. 4 Milnyard Square, Bakewell Road, Orton Southgate, Peterborough Cambridgeshire,United Kingdom, PE2 6GX • International Commercial Director: Lucie Henton; [email protected]; Tel. +44 7825 999230; Skype. lpetrickova• U.S. National Sales Manager: Stuart Pavlik; [email protected]; Tel. 561-627-2520 direct; Skype. stuart.pavlik

•THANKS THIS ISSUE GO TO: Bruno Broughton, Dave Burkhardt, Angela Coe, Donna Cole, Leah Elwell, Graham Goor, Dimitri Gorodkov, Hilary at China Fish,Dan Lanier, Larry Larsen, Jennifer Lavigne, Chris Leibbrandt, Marta Szalkowska, Linda Saunders, Rasmus Ovesen, Alessandro Truffi, John Walsh, Sandrine Weiss.●Nopartofthismagazinemaybereproducedwithoutthepermissionofthepublisher.Themagazineassumesnoresponsibilityforthesafetyofcontributions,althoughallreasonablecarewillbetaken.

Benvenuto,BienvenidaBienvenue,Willkommen

Meet the makers of Angling International...

ROB CARTER, EDITORIAL DIRECTORRob began his career writing for and editing specialistconsumer magazines in the UK (including Match foot-ball magazine, Fore! golf magazine and Trout Fisher-man) before being appointed editor-in-chief of Emap’scontractpublishingdepartment.He is a founder directorof Top Corner, the publishers of Angling International.

KEELY DOCHERTY-LEE, ART DIRECTORAs Top Corner’s art director and co-founder, Keely has16 years’ design experience, and a proven record ofproducing successful ad campaigns, brochures anddirect mail. She has worked with many angling clientsand today leads the design team on Angling Interna-tional, managing the editorial production of each issue.

LUCIE HENTON,INTERNATIONAL COMMERCIAL DIRECTORLucie can call upon 11 years’ experience of deliver-ing commercial solutions for angling clients. Czech-born, she is also familiar with other eastern Europeanlanguages. Call her to discuss your advertising andmarketing needs.

MEL BAGNALL, PUBLISHING EDITORMel’s vast experience in the angling industry includessix years as the publisher of UK company Emap’sangling business. He began his career on AnglingTimes where he was reporter, feature writer, subeditor and news editor. He has worked in magazines formore than 39 years.

ANTHONY HAWKSWELL, ASSISTANT EDITORAnthony is an experienced news editor with a strongbackground in angling journalism, having worked asNews Editor on the UK’s leading angling weekly news-paper, Angling Times. His background also includestime spent editing a national business-to-businesstitle in the UK.

STUART PAVLIK, US NATIONAL SALES MANAGERStuart is based in North Palm Beach, Florida where hemanages the accounts of Angling International’s USand Canadian clients. An avid fisherman with advertis-ing experience gained at Florida Sportsman, Stuart hasa strong understanding of worldwide fishing from histenure at IGFA and from extensive travel.

6 Angling International February 2011

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

COMMUNIQUÉ

Aleading buyer of fishingtackle in China hasissued a stark appraisalon the price rise volcanothat is erupting in the

country. He warned: “Increases are areality and the situation is rapidlygetting out of control.”

Andy Howkins, General Manager(China) for UK-based Leeda, has livedin the country for five years and saidthat double-digit increases in prices byas much as 30% have arrived – and thesituation could get worse.

In an exclusive interview withAngling International, Howkins gavehis own personal interpretation of thesituation. He said: “The whole issueof Chinese price inflation has been aburning topic for those of us who havelived here for a number of years. Theprice hikes have been feared by us forsome time.

“The initial driver is a shortage ofsome commodities since, despite therecession in the west, most factoriesare full to capacity because of domesticdemand.”

He added: “Some raw materials haveliterally doubled in price – cotton is aprime example. Products with a fabriccontent have been worst affected, with

initial price requests for an extra 30%not exceptional. Clothing, luggageand rods have also been hit, as havebedchairs and seatboxes following risesin aluminium and steel.”

Howkins explained that the increaseshave also been caused by othercontributory factors, including:● Currency appreciation.● Over-stimulation of the economy bygovernment investment.● Forced rises in the minimum wage.● Shortage of workers driving rateseven higher.● High demand from manufacturers.● An element of profiteering.

He added: “As there is no single rootcause it is difficult to battle inflationaryrequests. At this time of year if you donot commit to placing your PurchaseOrder (PO) then you will miss out onthe key selling season as current leadtimes are at the longest, with four-month production lead times and ship-ping taking another four weeks or so.”

Howkins said that buyers have donetheir best to battle the rises, insisting:“We have not just capitulated underpressure, but the problem this time isnot restricted to just a random supplier.This is mainstream across China andnot restricted to fishing.” He said

Inflationary pressure in China is sending prices soaring. “Nobody will be able toabsorb these costs,” warns Leeda’s General Manager in China Andy Howkins.

PRICEBOMBSHELLSETTOHITTHETRADE

>

THE CHINESE PERSPECTIVELi Jiang, Presidentof the China Fishshow and a leadingauthority on the Chi-nese fishing tackleindustry, believesthat rising costs inhis homeland couldeventually lead to

improved product quality.“Yes, fishing tackle prices will increase

by 20% to 30% in 2011 because all rawmaterials and labour costs have increaseddue to inflation,” he told Angling Interna-tional. “This could be both an opportunity

and a challenge to Chinese businesses.“Rising production costs will cause

some small enterprises producing low-end products to go bankrupt, as lowerprofits will not sustain them. But someenterprises with vision will turn tomanufacturing more high-end, valueadded and more profitable products byintroducing advanced technology andmanagement ideas. As a result, the qualityof fishing tackle will get better.”

Li Jiang also believes that price risesmay also see a manufacturing shift toother countries.• See full interview on pages 33-34.

buyers had tried a number of tactics,including:● Reminding suppliers of buyers’loyalty in the past in a bid to persuadethem to allow orders to be placedbefore the price rises take effect.● Considering higher purchasevolumes on a forward order butspreading the shipments over a year.● Cancelling POs or postponing themuntil the market price eases.● Switching suppliers where possible.

He added: “We have also threat-ened and cajoled a few suppliers andinsisted that we can’t accept the rises.

Some have tried to co-operate with usto maintain a long-term relationship,but others have literally told us theydon’t need our business.

“You find out who your friends areand the negative reaction of somesuppliers has left a bitter taste.”

Purchasers will begin to feel theeffects of the hikes when they pay fortheir goods in spring and the resultsfor consumers could start to tricklethrough in the second half of the year.

Howkins said: “A lot depends onhow you run your business and howflexible you can be on pricing, but nodistributor can absorb price rises tothis extent within their normal workingmargins.”

China’s vice-like grip over itscustomers could lead to many lookingfurther afield for new emerging marketslike India, Vietnam, Cambodia andThailand – a possibility not ruled outby Howkins.

He said: “The situation is happeningalready and any high price inflation willaccelerate the process. Some Korean-owned manufacturers are alreadylooking to Asia to set up new bases.

Lars Svendsen, CEO of Svendsen Sports,expressed his concern about the effect ofthe price rises on consumers, pointing tothe fact that most of western Europe hasjust come through a recession and manycountries are still in ‘deep trouble’.

“When price increases are occurringalmost overnight – and approaching peakseason – the situation is a great worry,”he said.

“As up to 80% of our suppliers are basedin China, we have been working hard to

reduce our exposure to extravagantincreases and are placing our orders muchearlier to avoid them. In December wehad already ordered 70% of all our 2011Autumn/Winter clothing and by doing thissecured our prices.

“It’s a fact that you can find countries –in eastern Europe especially – with lowerproduction costs, but we are not a companythat changes suppliers overnight. We havestrong partnerships with our Chinese suppliersand a good understanding of the market.

“However, I sincerely hope the Chinesetake price and supply problems seriously.Moving production or supply further inlandis an option because the labour is avail-able there and the infrastructure not asdeveloped.

“In recent years we have seen Chinesefactories concentrate more on the rapidlygrowing domestic market and if that con-tinues it may take focus away from its long-established export partners, who may thenhave to look to other areas of supply.”

THE VIEW FROM EUROPE


COMMUNIQUÉ

Angling International February 20118

Chinese giants target European bait market

The Europeanbait marketcould be trans-formed followingthe signing of an

agreement of co-operationbetween two leading Chinesecompanies.

China’s biggest domesticbait supplier, The Old GhostBait Group, has announced

its intention to become a world force and has linkedup with carp and match tackle giant Holly Kudos tospearhead its assault on the European market.

The two companies have signed a deal in whichHolly Kudos – already a growing European player –will provide its considerable expertise to promote OldGhost brands in its new chosen market.

“We want to become the top brand in the worldand the first step is to enter the European market,”said Old Ghost President Yi Zhe.

“Holly Kudos will be our sole distributor in Europe

and help us promote our brands and create newEuropean-style products.

“The next few years will see a tremendous changein the European bait market.”

The deal will be officially ratified at this month’sChina Fish by Yi Zhe and Holly Kudos PresidentWu Dong.

Old Ghost is the number one bait company inChina, providing 70% of a domestic market said tocomprise 60 million to 90 million anglers.• For the full story see pages 44 & 45.

FIRSTDARTTOREVIEWBUSINESSTOCOUNTERRISEINPRICES

CHINA FISHBOOTH NO.2241

First Dart is preparing for increases in raw materialprices in China by launching a major review of itsbusiness’s practices.

The producer of fishing line and tackle has ap-pointed WK Tham, an international manufacturingand process engineer with experience of working inChina to look at the running of the company.

He started just before Christmasand will be using his professionalskills to review First Dart’s pro-cesses and procedures to raise thecompany’s efficiency, reduce error

rates and improve consistency.The company’s Group Marketing Manager, Simon

Henton, said: “At First Dart we will inevitably havesome price rises because of external factors beyondour control, such as raw materials, wages and energy,but we will try and ameliorate these by improving ourinternal efficiency.

“With inflationary and currency pressures growing,it is production efficiencies that will be the key to ourfuture success.”

The company is exhibiting at this month’s ChinaFish and will be launching new carp lines and show-

ing off some ‘brand new’ braid developments.Henton told Angling International the braid is not

actually a braid.He explained: “It is made from PE like most braids,

but is not actually several fibres ‘braided’ together,but a combination of multi-filament fibres that arecombined using a process called ‘HomogenousCompound Bonding’.

“This produces a fishing line that has the strengthand near-zero stretch of braids, but feels more likea monofilament line and can go down to smallerdiameters than traditional braids.”

“China has established itself as a key centre forfishing tackle manufacture and in the short term it’snot easy to find ways around your existingcommitments to purchase from there.

“Longer term, it has to take effect and somecustomers will remember how they were ‘stung’in the early part of 2011 and may seek alternativesources of supply outside China.

“The obvious potential new markets are there,but the situation cannot change overnight and it willtake years to build up a fishing industry in thosecountries to rival China.

“The potential is there for others, especially asChinese policy is now driving domestic demandrather than exports to balance its international tradeand placing less emphasis on overseas business.

“If the manufacturers in China are suddenly filledup with high orders for domestic demand at a timewhen they are short of labour, then the importingcountries won’t get a look in anyway!”

>Marketing higher volumes ofnew product is the best wayto overcome the impact ofincreased prices, says Hardy& Greys Managing DirectorRichard Sanderson.

Sanderson revealed thatthe retail value of new Hardy& Greys product in 2011 willbe some £10m, representingaround 40% of the company’sglobal sales volume.

“Manufacturers have to price according to their costs.They need a gross margin. Not to achieve that in analready flat industry is the road to ruin.

“So prices are going to go up and this will clearly impacton sales volume. Those companies with little new product,who don’t have brands and who have been selling on price,are going to come under huge pressure. The higher prices

in China are certainly going to shake the market up, whichfrankly will be a good thing.

“New product is a good way to overcome the problem. Itis difficult for the consumer to benchmark the differentialbecause no comparison can be made.

“Price points are also a key issue and manufacturerswill need to make the right decisions about which can bebroken and which cannot.”

Sanderson discounted the idea of a large-scale swingby manufacturers to other countries. “I have heard storiesof Taiwan and Korean manufacturers moving assemblyback to their own countries, but that can be a long andexpensive process. South East Asia is another alternative,but places like Vietnam and Cambodia are very volatile andthere’s a big risk.

“In the short to mid-term the global industry will haveto grin and bear the increased costs from China. Theconsumer has to pay the right price for the product,because a lower gross margin is not feasible.”

THE SMART SOLUTION

Ambitious: Old Ghost BaitGroup President Yi Zhe.

Richard Sanderson saysnew products are the key.


COMMUNIQUÉ

10

New Delalande rangetargets street anglers


The Street Fishing phenomenon that isgaining momentum across Europe hasinspired a whole new range of productsfrom French company Delalande.

The fashionable, fast-moving style involvesfishing for predators with light tackle along city centreriversides, with the size of the catch secondary to thenumber of fish caught.

Now, in response to demands from street anglers,Delalande has unveiled the Macadam Fishing Range,a series of small, brightly coloured vibrating lures andmicro jigheads especially designed for their effectivenessin rivers.

“Street fishing is developing fast in France and in otherparts of Europe,” explained Export Manager SandrineWeisse. “We have watched its progress and believe thetime is right to help street anglers with a range totallydedicated to their light style of fishing.”

Delalande, which still has its manufacturing base inFrance, includes six different lure shapes and a complete

range of micro jigheads in three shapes and three hooksizes in its new street selection.

For more information on the new range andDelalande’s other soft plastic lures telephone +33 24773 6565, email [email protected] or visit thewebsite www.delalande-peche.fr.

The Scarabait (pictured bottom) is shaped to produce acurved, gliding descent and has four vibrating eyelashes.Mounted on a jighead or fished drop shot style, it is particu-larly effective for perch and chub. The Baby Buster (below)is designed for micro lure addicts and other lovers of finessefishing. A pronounced wobbling action imitates small baitfishwhen used in a drop shot rig or mounted on a pro-head jig,which is effective for perch, trout, zander and pike. Microjigheads (above left) weigh between 0.6g and 4g and arematched with hook sizes 6, 4 or 2. They are available in threeshapes – round, stand-up or football.

Mustad packaging wins high praiseHook manufacturer Mustad has picked up a top awardfor its environmentally designed packaging. It has wonBest New Packaging at ScanStar, the Scandinavian

Packaging Association’sannual competition forpackaging design. Mustadsaid its objective was toprovide its premium rangeof Ultrapoint treble hookswith improved visualappeal and impact inretail outlets.

The design keeps thehooks neatly in place and

enables the purchaser to study the product while it isstill in the pack. The packaging is made in recycleablepolypropylene, which is more environmentally friendlythan its PVC predecessor.

The judges at ScanStar said they were particularlyimpressed with the packaging’s bow-front form thatmakes Ultrapoint stand out from the competition’sbox-shaped products on the shelves.

The new hooks were developed in close co-operationwith Kevin VanDam, five times World Bass FishingChampion in the USA.

Mustad’s Category Manager, Hanne Hogness, said:“Kevin’s contribution to the development and marketingof the hook in conjunction with the packaging are majorfactors in our success in selling the product to majorchain stores in the US.”

THE PICK OF THE NEW MACADAM RANGE

Lures for the city:Delalande’s BabyBuster and Scarabait.

Left: The bow-front packets aremade from recyclable material.


COMMUNIQUÉ

12

Organisers are expecting up to 80,000visitors to the All-Russian ExhibitionCentre in Moscow for this month’s Fishingand Hunting Fair. That is a 37% increaseon last year’s attendance of 58,340 overthe duration of the five-day event.

Dimitri Gorodkov, spokesman for theRussian exhibition company, ExpoDesign, based his optimistic forecast ona continuing growth in interest in fishing,hunting and tourism across the formerSoviet Union.

He said: “Hunting and fishing havealways been popular in Russia, but it isenjoying a resurgence of interest. As aresult, the attendances at both ourFebruary and September shows reflectedthat despite the economic climate.”

Expo Design runs two hunting and fishingshows a year to reflect the winter andsummer seasons. The biggest is the winter

event, which attracted 697 exhibitors in2010. Organisers are hopeful that thismonth’s event could feature as many as 750.

‘There has been a growth inthe numberof Russian manufacturers, wholesalersand retailers aligned to a strengtheningof co-operation with foreign companies,”added the spokesman.

Well known international namesexhibiting at the show – from February23rd to 27th – include Normark, Daiwa,Badger, Izumi and Albatros.

Carp writer andtelevision presenterJon Banister hasjoined Hardy &Greys as its MediaDevelopmentManager. Banister,who has edited anumber of Britishcarp magazinesand regularly

appears on television, is to head up thecompany’s carp media developmentstrategies.

Hardy & Greys Marketing ManagerGavin Burn said: “To be able to bring aguy of the calibre of Jon Banister to thecompany signals our intent to growthe media side of our brand within thecarp market.”

Banister said: “I have total respect forthe Hardy & Greys team because it is to-tally and unequivocally customer driven.”

Russian Show prepares for 80,000visitors following surge in interest

In the mood to celebrate: show organisersare expecting another huge increase.

BANISTER JOINSHARDY & GREYS

The new Switch rodsand cool boxes arekey items in the newSnowbee catalogues.

Ambitious Snowbee boosts itsgame and sea ranges


Snowbee is preparing itself for its busiestyear ever in 2011. Best known for its highquality fly fishing tackle, the UK companylaunches its brand new game fishingcatalogue in February 2011. And following

its announcement in late 2010 of its wider expansioninto the sea fishing sector, Snowbee will also bepublishing its new sea fishing catalogue in March.

The expansive range of fly products are showcasedin the new 102-page Snowbee Fly Fishing cataloguebeing distributed to the trade in January 2011.

“It’s been a hectic but exciting time as we build upfor 2011,” said Sales and Marketing Manager SimonKidd. “Last year was our best ever for rod salesespecially, and the new catalogue gives us everyreason to be confident of doing even better.

“The catalogue looks terrific and majors on theintroduction of some great new fly products,including Switch rods, fly lines, a sling bag andmany other matching and valuable accessories.

“The game catalogue was completed just beforeChristmas but there was no time for sitting backbefore starting on the sea fishing version. Our MDRussell Weston was determined to work hard on thetext and format over the festive period and the 32-page catalogue majors heavily on the new products

Jon Banister will have a keymedia role in the business.

we have introduced, which now give us a seriousportfolio in the sea fishing market and especially forthe bass and boat fishing enthusiast.

“There’s been a growing demand among ourcustomers for a full sea range and we are certain theywill like what they find in the catalogue. We havepreviously produced a very select range for seriousboat anglers but this new range positions us in amuch wider market.

“The new cool boxes and spiked sole boots, asan example, represent a broader diversity for us inresponse to requests from our customers and weanticipate a lot of interest from the UK and Europe.”

Among the other products to be foundin the sea catalogue are three DeepBlue Charter boat rods,starting at under

£60, two Star Drag Charter multiplier reels, alsounder £60, and two Deep Blue CNC machined boatreels at around £250 each. In addition there arefilleting knives, livebait containers, soft Snakebitelures, new plugs and Stinger jigs.

There is also a selection of quality offshore water-proofs, as would be expected from a company withsuch a strong reputation in this field, and Snowbee isalready reporting good enquiries from new retailers ithas not dealt with before.

“In addition to the new game catalogue, theintroduction of the new range of sea gear opensup a whole new horizon for us,” added Kidd.

new Switch rodscool boxes are

ems in the newowbee catalogues.

“The new cool boxes and spiked sole boots, asxample, represent a broader diversity for us inonse to requests from our customers and wecipate a lot of interest from the UK and Europe.”

Among the other products to be foundhe sea catalogue are three Deep

Charter boat rods,ting at under


COMMUNIQUÉ

February 2011 15

Fly fishing specialist Pozo’ has changed its nameas it embarks on an ambitious promotionalcampaign to create greater awareness of itsproducts outside of its native Italy. After 20years of trading, the company – founded and

managed by Antonio Pozzolini – will now be known asPozo’ Fly Fishing Products srl.

Pozzolini, a well known fly fisherman, is ably supportedby Marketing and Commercial Manager Guido Volterra,who was originally involved in skiing and motorcycleracing at competition level before developing a deepinterest in fly fishing that became a way of life.

Volterra will continue to offer his managerial experiencein the areas of marketing and communication and willbe promoting Pozo’ Fly Fishing Products in a broader

marketplace outsideof Italy. He will alsobe responsible forthe commercial andadministrative side ofthe business.

Pozzolini will remainin charge of publicrelations but will bemainly involved intechnical research andfurther developmentof the products thathave made the com-

pany successful. “This ambitious programme will include asignificant presence at all the major exhibitions, includingEFTTEX in Amsterdam in June,” explained Pozzolini.

After launching the company in 1991, Pozzolini quicklyestablished his products in his domestic market and grew ahealthy export business after exhibiting at several EFTTEXshows.

Expansion slowed for ‘personal life choice’ reasonsbefore a bankside meeting with Volterra led to a businessrelationship and further growth plans.

“The Pozo’ factory has great potential for future growthand development,” says Volterra.

The company’s current rod range includes the Carbosteel,Mi-Tix, Dreamcast and Shuttle brands, all of which are soldwith a five-year warranty. Other products include reels,lines, fly tying materials and accessories.

For further information call +39 030 273 2027 or [email protected] or visit www.pozoflyfishing.com.

Support grows for Clean Angling CoalitionFishing industry businesses across theUSA are continuing to join the CleanAngling Coalition – the organisationset up this year to reduce the spreadof invasive species in Americanwaterways.

Broyhill Inc, Green Tackle andWaterworks/Lamson are the latest tosign up to the collaboration betweenbusinesses and manufacturers tohighlight the dangers of the spread of

diseases causedby introductionof invasivespecies. TheCoalition waslaunched bythe flyfishingindustry,non-profitorganisations,media outlets

and agencies with its‘Inspect, Clean andDry’ message to anglers.

“Clean angling isa natural directionfor our company toembrace,” said MicahCarrick of Green Tackle.“Promoting cleaningpractices aligns with ourphilosophy of being asustainable business.

“By working togetherwe reach out to anglers with a commonmessage and consistent brand thatreally helps to address the problem ofinvasive species transport and intro-duction into new fishing waters.”

Craig Broyhill, of Broyhill Inc, said:“To join forces on the issue of invasivespecies strengthens our message toanglers. The combined efforts of

industry partners ensure that we protectour fishing resources for the future.”

The Clean Angling Coalition saysthat aquatic invasive species causeboth economic and ecologicaldamage in waters across the worldand the problem is continuing tospread. Other industry partnersinclude Simms Fishing Products,Dan Bailey’s Fly Shop and Korkers.

Pozo’ aims beyond Italy

Craig Broyhill: “It’s a wayof protecting fishing.”

Above: Pozo’ founderAntonio Pozzolini, and left,with Guido Volterra.

New member: MicahCarrick of Green Tackle.


COMMUNIQUÉ

February 2011 17

Polish fishing tackledistributor RobinsonEurope is set to expandin 2011 and is lookingfor new partners

throughout the continent. Theprogressive company wants tostrengthen its representation inRomania, Hungary, Austria, Russia,UK, Scandinavia, France, Portugaland Spain. It is also aiming to in-crease its matchfishing products in

countries that have seen growth in competitive angling.Export Manager Marek Olearczyk told Angling Inter-

national: “This sector of the sport has been growing andto cater for this Robinson Europe intends to enlarge itscompetition fishing offer.

“Next season we will launch a wider selection of ourmatchfishing products. This has been developed togetherwith Marcel Van Den Eynde and will be sold under the

Van Den Eynde/Robinson Team banner. It will includerods, reels, lines, seatboxes, elastics and umbrellas.”

Robinson Europe is a major sponsor on the easternEuropean match scene, particularly in the Czech Republic.The company, which is based Bielsko Biala, in southernPoland, has just rejoined EFTTA and will be takingadvantage of that by returning to exhibit at EFTTEX inAmsterdam in June 2011.

Olearczyk explained: “EFTTEX is one of the greatestfishing tackle events on the calendar and a presence theregives us an opportunity to pick up new clients.”

He continued: “Our absence at the event in recent yearswas a result of the geographical locations of the individual

shows – they were notconvenient for us.”

For further information onRobinson Europe call +4833810 0789; email [email protected] or visitwww.robinson-europe.com.

Recfishwest calls for artificial reef planWestern Australia’s top recreational fishing body has calledon its regional government to seriously consider thebenefits of artificial reefs to improve fish stocks.

Recfishwest Acting Executive Director Kane Moyle madethe call after taking part in a study tour looking at world-

leading artificial reef and marine fish stocking technologyin South Korea and China.

“Artificial reefs have been used extensively around theworld to create additional fish habitat, regenerate damagedecosystems and enhance catches,” Moyle said.

“Korea and China – along with a number of othernorthern hemisphere countries – have a long history ofdeveloping a variety of purpose-designed artificial reefmaterials which are cost effective, biologically sustainable

and environmentally beneficial.“It was clear that purpose-built

reefs achieve specific outcomes,such as increased biodiversity andabundance of fish stocks.

“There has been significantadvancement in Korea and Chinafrom the traditional approach toartificial reefs which was the dumpingof decommissioned ships and tyresto create marine structures.”

Studies on Korean and Chineseartificial reefs showed that certain species have increased inabundance between two and 13 times more than expectedincreases on a natural reef. Korean investment in artificialreefs is expected to exceed $US 100 million this year.“It would be fantastic to have artificial reefs deployed inWestern Australia,” said Moyle.

Robinson Europe stepsup search for partners

Busy year ahead: ExportManager Marek Olearczyk.

Kane Moyle, RecfishwestActing Executive Director.

Above left: A reef fish module being deployed in South Korea.Left: Large steel artificial reefs designed for pelagic and demersalfish awaiting deployment in Sokcho, South Korea.


COMMUNIQUÉ

February 2011 19

China Fish 2011 will see a string of newlaunches from Indonesian fishing tacklemanufacturer, PT Central Sarana Pancing.

Under its Relix brand the company willintroduce the Morbid, Moonstruck and

Twilite spinning reels. Its Carp LinQ range is also beingextended. Making its debut at the exhibition will be thenew Liquid Wire Leader, a carp leader made of braidedmaterial which is very heavy and soft, making it alsosuitable to be used as a tippet leader in fly fishing.

PT Central Sarana Pancing has also developed severalnew ready-made rigs, including the KD Rig, Chod Rig andShaker Rig, alongside a new rig box, which can hold 20rigs. Lieanto Sjafri told Angling International that the groupwas happy to be back at the 2009 venue. He added: “Last

year’s venuewas reallybad. It was tooremote and theservices were notadequate. Even thefacilities for the public werenot up to the standard expectedfor this kind of international show.

“China Fish has been very successfulfor us over the last six to seven years. Wehave been able to make contact with new customers fromall over the world and that has resulted in stable businessrelationships.”

PT Central Sarana Pancing will also be exhibiting atEFTTEX 2011 and ICAST 2011 and hopes to introduce anew carp reel for the Amsterdam showcase in June.

The group is working on a new website dedicated toCarp LinQ, which will go online in the near future.

The emerging South American markets are a target forPT Central Sarana Pancing this year to complement itsglobal presence which already includes most of Europe,Russia, South Africa, Japan, Australia, New Zealand, USA,Argentina and Brazil.

JISPO changes name to widen its appealThe Japan International Sportfishing Show (JISPO) ischanging its name and introducing new features in a bid towiden its appeal to the country’s angling public and trade.The 2011 event, which will be staged between March 25thand 27th, will now be known as the Japan Fishing Festival.

Yozo Shimano (pictured right), Chairman of the JapanFishing Tackle Manufacturers Association, which organisesthe show, said the move was intended to combat changesin the leisure industry and the unpredictability of the

financial downturn. The moreangler-friendly and family-friendly approach will see partof the exhibition hall beingdedicated to an area whereexhibitors and fishermen cancommunicate more freely.

There will be a demonstrationarea for anglers at the nearbyoutdoor Rinko Park andoutdoor attractions for familieshighlighting the pleasures of

fishing and the sea. Mr Shimano said: “Fishing gives youspecial moments and allows you to communicate withnature. We want to convey the attraction of fishing to morepeople through our show.”

Last year, the show attracted 55,458 visitors, includingmore than 2,000 from the trade, with 180 exhibitorsoccupying 800 booths in the Pacifico Yokohama ExhibitionHall. The opening times for this year’s show will be: Dayone – 10am to 6pm; Day two – 9am to 6pm; Day three –9am to 5pm.

Relix extends rangefor China Fish

Left: The P T Central Sarana Pancing team at Chinafish 2010 (from the left): Rivai Susanto, Gunawan,Teddy Susanto, Hans Jaya Putra and Lieanto Sjafri.Top: The Twilite reel launched under the Relix brand.



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Leeda could becomethe toast of the tackletrade with its latestpromotion. The UKcompany is offeringa free case of beer toany retailer placingan order for £300 ormore via its business-to-business website,www.leedab2b.co.uk.

The website hasrevolutionised the tackle trade, says the com-pany, by providing retailers with easy access tostock levels, images, articles and a live orderingcapability.

“Wychwood Specimen, Wychwood Game,MAP, Leeda, PB Products, Maxima, Amnesia and

all our wholesale products can be ordered at theclick of a button. It’s a significant step forward,”said Marketing Manager Nic Brown.

The beer promotion partners Leeda with theappropriately named Wychwood brewery andis open to everyone using the b2b site. The12-bottle selection includes the legendary Hob-goblin beer, Wychcraft Thrice Hopped, Goliathand Scarecrow Organic beers, which are sentdirectly to the retailer.

If you haven’t already signed up for Leedab2b call 0800 130021 for your free passwordand login details. Or speak with your sales repon his next visit. Existing site users should fol-low the instructions on the home page.

“This is one of our most popular special offersand we decided to bring it back to celebrateanother successful year,” added Nic Brown.

More than 16,000 visitors are expectedto attend the 15th French fishing andtourism exhibition, Salon De la PêcheSportive, this month.

The event takes place from February4th to 6th at the Parc des Expositions,at Port de Versailles (Hall 8) in Paris.

The number of exhibiting companieshas risen by 10 to 130 and includesinternational brands Rapala, Shimano,Daiwa and Ultimate Fishing.

A new creation this year is The Heritage Days Fishery, aspecially equipped venue where anglers can gather to take partin forums, attend meetings and view films.

The organisers say that last year 12,000 fishing enthusiastsvisited the show and spent an average of 250 euros each onfishing and tourism-related products.

Leeda’s irresistible offer toretailers is... free beer!

PARIS SHOW EXPECTINGOVER 16,000 VISITORS

Below: Coleman isleading the influx ofmajor brands to the2011 show.

Nic Brown: “This is one ofour most popular offers.”

Brazilian show set to sell out asangling continues upward trend


Brazil’s growing sport fishing sectorhas raised expectations for thecountry’s major trade show laterthis year. The growth in the Brazil-ian economy is making the South

American country an increasingly populartarget for the world’s sport fishing industry.Many manufacturers see growing participa-tion and buoyant trading figures as a rareopportunity amid a lingering recession andtough trading conditions in many other partsof the world.

“The Brazilian economy is growing about8% a year and the sport fishing market iskeeping pace with it,” says Marcelo Claro,President of the Brazilian Sportfishing TradeShow.

Confident: show organiserCharles-Vincent Parachini.

“It is doing better than anyone expectedtwo years ago. There’s no doubt that todaythe Brazilian market is being considered agreat business opportunity.

“There are ten million anglers in Brazilwho consume huge amounts of fresh andsaltwater equipment.

“Freshwater represents some 70% of themarket but because saltwater is more expen-sive, there is a reasonable balance in termsof value.

“Latest generation equipment like carbonrods, reels, multifilament lines and a hugevariety of lures are driving the market.”

Exhibition space sold for the fifth Brazil-ian Sportfishing Trade Show in Sao Paulo isalready 50% bigger than last year and morethan 80% of floor space had been sold at thetime of Angling International going to press.

Fuelled by glowing reports from some oflast year’s exhibitors, and with more thansix months to go before the shows opensits doors in August, a sell-out looks on thecards.

Companies including Shimano, Daiwa,Okuma, Eagle Claw, Sasame and Strike Prohave reserved space, along with Pure Fishing’sShakespeare, Penn, Pflueger, Fenwick andMitchell brands.

The biggest booth space in the show – an

impressive 130 sqm – has been booked byoutdoor equipment giant Coleman. The sportfishing tourism trade will also be prominentamong the booths.

Attendees are made up by distributors,manufacturers’ reps, retailers and travelagencies. The show takes place at Sao Paulo’sFrei Caneca Convention Centre from August10th to 12th. For further information [email protected].

Sao Paulohas becomethe centreof a growingsport fishingsector.


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One of North America’s top lure makers has hit the topof the charts on the social networking site, Facebook.Panther Martin currently boasts almost 50,000 fans onthe site – making it the number one fanpage on Facebookfor a fishing lure manufacturer.

The number is a far cry from ICAST in 2010 when it hadjust 1,300 fans. Panther Martin has since establishedan online community of avid anglers and claims that atICAST this July its following on the site could be as many100,000.

It now has an average of over 20,000 monthly activeusers and devoted fans have posted more than 643photographs and several high quality videos of fishcaught on Panther Martin lures.

Company co-owner John Hoge said: “Facebook will bea very interesting development in the fishing business.With big-box customers in a slow-go buying mode andhuge pressure on pricing, it’s becoming necessary for fish-ing manufacturers to try harder to reach their customers.

“In the current distribution system a manufactureris often separated from customers by quite a distance.Rather than just working through distributors and huge

chain stores, Facebook allows manufacturers to talk directlyto customers in a way that has not been possible in the past.

“This can only result in a stronger relationship betweenthe brand and the customers, better and faster feedbackon new designs and quicker product introductions. Newproduct samples can be sent out to fans for feedback withindays, and a link posted will generate online sales literallyin minutes.”

Lure maker Panther Martin hitsthe top of the charts on Facebook

Your point of contact: SalesDirector Berry Su.

CHANGEATTOPATPUREFISHING’SPARENTCOMPANY

Brothers John (right) and Cecil Hoge, co-owners of Harrison-Hoge, which owns Facebook favourite Panther Martin.

Clothing specialist Rongjiaopens fourth factory in Taiwan


Hangzhou Rongjia Garments is set to openits fourth factory in Taiwan in March. Thelatest facility will give the manufacturer ofwaterproof clothing – 60% of which goesinto the fishing market – operations in

XiaoShan, Hangzhou, Quzhou City and Zhejiang.The company was set up in 1997 by its current Presi-

dent Roland Su and General Manager Youyang Zhuwhen they moved from agency into manufacturing. Itproduces a wide range of sporting and outdoor apparel

for the fishing industry plus hunting and skiing.In 2008 the company introduced state-of-the-art

automatic sewing machines into its factories, which hasenabled it to produce consistent, good quality products.Its latest development is a new three-layer high breathabil-ity waterproof welded fabric.

Hangzhou Rongjia Garments exports worldwide and willbe showing off its products at this month’s China Fish.Companies interested in doing business should talk toSales Director Berry Su.

Below left: One of thefour facilities opened byRongjia Garments. Right:Its China Fish booth.


The owner of Pure Fishing, the JardenCorporation, has made strategic changes to itsmanagement structure.

Martin E. Franklin, Chairman and ChiefExecutive Officer, has assumed the role ofExecutive Chairman, while James E. Lillie,President and Chief Operating Officer, has beenappointed Chief Executive Officer.

Franklin will oversee all aspects of corporatestrategy, including growth initiatives, while Lilliewill manage the day-to-day operations of thebusiness. Lillie will also be invited to join theBoard of Directors at the company’s AnnualMeeting in May.

Jarden announced a 18.5% rise in third quartersales last month – a performance which saw amajor contribution from fishing operations whichinclude world-known brands such as Shakespeare,Abu Garcia, Berkley and Penn.

Franklin said: “There are benefits to Jarden inhaving a new CEO after ten years.”


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Flying Fisherman has signed four newdistribution deals with companies inEurope, South America and Africa.

The Florida Keys-based designer offishing sunglasses and accessories hastied up agreements with Zep Sport Inter-national (France), Jandi Trading (SouthAfrica), Tech Tackle SRL (Argentina) andErrepi Undine (Italy).

Flying Fisherman Vice-President LindaSheldon said: “In today’s global market

we are seeing more and more demand for our products all overthe world and our sales team is dedicated to opening newinternational territories for our products.

“We are delighted to bring our new partners onboard andlook forward to a successful association with them.”

Jandi Trading is based in Durban and its coverage includesNamibia, Botswana, the Seychelles and Kenya.

Tech Tackle SRL, of Buenos Aires, imports and distributesfishing tackle throughout Argentina, where the angling industryhas enjoyed positive growth over the last ten years.

Errepi Udine boasts Italy’s largest mail-order catalogue andhas been supplying dealers throughout the northern and centralregions of the country. It is located in Udine and Reggio Emilia.

Based in Chantilly, Zep Sport International offers a diversearray of products from traditional fly fishing equipment toperformance outdoor clothing and footwear.

For further information call +1 305 852 8989, [email protected] or visit www.flyingfisherman.com.

FOUR NEW DEALS FORFLYING FISHERMAN

The new Switch rodsand cool boxes arekey items in the newSnowbee catalogues.

Ardent adds to accessories range


Delighted: Company Vice-President Linda Sheldon.

Ardent, the only manufacturer makingfreshwater casting and spinning reels in theUSA, continues to add to its reel accessoriesproduct line-up. Latest additions to the rangeinclude super-tough replacement reel

handles and what Ardent believes is its best ever ReelCare lubrication product. In making available the new reel

handles, CEO Michael J. Brookssays the company is respondingto one of the most consistentareas of feedback from bothconsumers and angling pros.

“We constantly hear thataluminium reel handles arevulnerable to damage,” saysBrooks. “Once a handle hasbeen bent they rarely feelcomfortable or performproperly. So we’ve remediedthe problem with two versionsof replacement handles that aresuper tough.”

The two variants each havefour ball bearings and lifetime

guarantees. One is stainless steel,weighs 53g and has passed tests atthree times the strength of alumini-um. The other is in lightweightcarbon fibre and weighs only 32g,but is, says Ardent, four timesstronger than aluminium.

“Both handles fit any baitcastingreel on the market, no matter whatthe brand,” added Brooks.

Ardent’s new Reel Supreme Microlubricant is designedfor high-end reels and has been launched in response tocustomer demand for a graphite-based alternative to oiland grease that also offers corrosion protection.

“This is an easy-to-use product that combines a drylubricant with an anti-corrosion additive,” explained Brooks.“It can be used on reel components and dissolves grease,oil and salt on contact. Field tests have been outstanding.

“We are constantly looking to exceed out customers’expectations and we believe these products do just that,”he added.

For further information on all Ardent’s products call+1 314 878 7722, email [email protected] visit www.ardentoutdoors.com.

Michael J. Brooks: “Testshave been outstanding.”


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POWERLINEBROCHURELAUNCHED

Response ‘delights’ carptournament organisers


Competitive carp angling is catching on in Americaand has – not unlike its pro bass counterpart– seen a burgeoning circuit emerge. CarpTournament Series was set up to organise bigmoney matches and this year will be putting

on the 2011 Carp Angling World Championship on the St

Lawrence River, in northern New York State this September.Approximately 150 pairs of anglers from across the globe willbe competing for more than $127,500 of cash and prizes overthe five-day catch-and-release contest.

The series is the brainchild of one of America’s best-knowncarp anglers, David Moore (pictured left), who led his countryin pro level competitions in Europe in 1999, 2002, 2006 and2009. He told Angling International: “I am delighted by theresponse from competition carp anglers to the event. It isindicative of how the sport is catching on here in the States.”

Moore was instrumental in bringing a world-classcompetition to the St Lawrence River in June 2005 – the firsttime a professional carp competition of this magnitude hadbeen held in North America.

It is estimated that up to 600 competitors, media, volun-teers and spectators attended the event, which generated$1 million in tourism revenue for the region over ten days.• Sponsorship opportunities are still available. Enquiries toMarketing Director Kathleen Kelly-Ori on +1 315 764 5654,or [email protected]. Visit the tournamentwebsite at www.carptournamentseries.com.

The new catalogue from Frenchmanufacturer Powerline goes towholesalers, retailers and the mediaand is also available at trade shows.The dramatic and innovative frontcover, showing a leaping marlin,opens the way to Powerline’simpressive range of lines, jigheads,lures and accessories.

The catalogue, says Powerline,is more comprehensive than everbefore and targets both the domesticand international markets withFrench and English text.

“It is the most complete cataloguewe have produced,” said InternationalBusiness ManagerCéline Boutin.

WHICH LURE MAKER IS TARGETING CHINA? See p40

27February 2011 Angling International

FISHING TACKLE RETAILER SOLD TO ITS FORMER PUBLISHERFishing Tackle Retailer (FTR) – America’s magazine forthe tackle trade – has been bought by a former editorand publisher of the title.

Clem Dippel, who was involved with FTR for 20 yearsand has half a century of experience in the publishingindustry, has acquired the title less than three monthsafter its parent, BASS (Bass Anglers Sportsmen Society),

was bought from ESPN Inc. by a group of investors.Publication of the magazine was immediately

suspended following the sale. Dippel told AnglingInternational that it would be relaunched in March witha ‘new, very experienced and talented’ staff.

Ronell Smith – Editor for over five years – and therest of the FTR workforce were relieved of their duties

on December 17th. Staff were said to be shocked by the‘bolt out of the blue’.

An industry insider said that BASS, which has over500,000 members, is keen to focus on its membershipand that a trade magazine was not part of its strategy.It would focus resource on its events, website and twoconsumer magazines, Bassmaster and Bass Times.

AFFTA to ask members to nominate 2012 venue

The American Fly Fishing TackleAssociation (AFFTA ) is toconduct a survey among itsmembers to help decide thevenue for its 2012 International

Fishing Tackle Dealer show. The Associationannounced during the inaugral IFTD inDenver last September that it would bebreaking from tradition in 2011 and movingthe show to New Orleans. It also broughtthe show forward to August.

The AFFTA Board has remained open-minded about the choice of the next venue,

with a returnto Denver oranother easternlocation beingconsidered.Now, after itslatest meeting,the Board haselected to askmembers fortheir preferredlocation.

“We need to listen to everybody and findout what this industry has to say and whatit wants,” said AFFTA Chairman Jim Klug.“There are a number of options open to us.We would consider staying on the East Coastor a return to the Rockies.

“Everyone I have had a conversation within the industry seems to be calling for a showthat alternates the location pattern. Maybeone solution is that the show is groundedevery other year in a certain location butmoves elsewhere in between.

“There are a number of ideas so it isimportant that we get the views of themembership about what they want.”

AFFTA made the decision to go forwardwith its own show following the withdrawalof previous owners Nielsen in December2009. The first IFTD was widely regarded asa qualified success, despite the decision ofa number of high profile companies not to at-tend. And a comprehensive report deliveredat the recent Board meeting by Show DirectorRandi Swisher indicated that the next show iswell on course to be bigger and better.

Verbal commitments have been receivedfrom Simms, Costa Del Mar and WilliamJoseph, companies that were absent last year,with paperwork being completed at the timeof Angling International going to press.

“New Orleans is shaping up to be a greatsuccess,” continued Klug. “We are going tosee a show that is substantially larger thanlast year, both in the number of exhibitorsand the amount of floor space.”

“Fifty-one manufacturers had signed upand paid for their booth space at the time ofthe meeting. At the same time last year wehad zero. A number of the big players whowere noticeably absent in 2010 have alreadycommitted for 2011. It looks like we are goingto have the entire industry represented.

“One of the advantages of having our ownshow is that we are able to try new things.Some will work better than others but we willcontinue to introduce innovative offerings aswe strive to deliver more – and not just moreof the same.

“Our focus in the months ahead is to getretailers to the show in large numbers.”

AFFTA Chairman Jim Klug:“There are a number ofoptions open to us.”

The Chinese manufacturer, Weihai Hanhigh, istargeting new and emerging markets as it looksforward to China Fish 2011.

The company already exports to nearly 20 coun-tries worldwide, but is using the Beijing showpiece asan opportunity to attract more export opportunities.

And it is well placed to exploit new businessfollowing the opening of another factory in 2009,Gold Stone International, in the fishing tackle

manufacturing heartland of Weihai. The 3,000sqmplant complements its 10,000sqm factory in Gushanand has a capacity to generate 200,000 rods a yearacross all sectors.

At China Fish the company is showcasing anumber of lure fishing rods aimed at bass anglers.

Company owner, Wang Qian Gang, said themodels are aimed at its Japanese and Asian markets,but would also interest anglers in its growing sectors

of Europe and North America. He said: “China Fishwill give us an opportunity to show these products tocustomers new and old.

“The exhibition does not always generate a lot oforders for us, but it raises our profile and introducesus to new companies.”

For further information call+86 631 538 1858 or [email protected].

Weihai Hanhigh to use China Fish to raise profile


witoanlocoNola


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Aqua Sports welcomesnew US Free Trade deal


K orean clothing manufacturer, Aqua Sports, hasentered 2011 bolstered by the forthcomingFree Trade Agreement (FTA) with the UnitedStates and prestigious government backing.

The company has been recognised as adeveloping and innovative organisation by the Governmentof the Republic of Korea which has awarded it Venture andInno-biz certification.

Managing Director of Aqua Sports, Brandon Hwang,explained that the accreditation and FTA with the US wouldhelp the company expand its North American markets.

South Korean businesses expect the US trade floodgatesto open between the two countries.

The latest treaty follows a successful arrangement betweenSouth Korea and the EU announced in November last year(see last month’s Angling International) and it comes after

three years of often-tortuous negotiations.Hwang said: “When the FTA comes into

effect later this year we expect more businessvolumes in the US. Korean products arewell known for their quality and competitiveprice so customers will benefit from the cost savings fromeliminated import duty.”

Hwang told Angling International that Aqua Sports wouldbe using China Fish 2011 to target the US and attractcustomers in new markets in western Europe, South Americaand Japan. He said Aqua Sports would be showing off a newrange of breathable waders, jackets and shoes.

The company has been exhibiting at China Fish for morethan ten years and Hwang said it was an effective shopwindow for his company’s products. He added: “We findsome good customers at the show and I am glad to see itexpanding, however I am a little concerned that the buyernumbers are not increasing at the rate that the event is growing.”

Above: Managing Director Brandon Hwang (right) with AnglingInternational’s Rob Carter at ICAST 2010 in Las Vegas.


from

ts wouldtAmerica

off a new

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findee itbuyerrowing.”

INA FISHOTH NO.036

Aqua Sports is expectingto increase volumes in

the US for its breathablewaterproof products.

But its next focus isChina Fish.


COMMUNIQUÉ

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Yellow Dog Flyfishing Adventures – the US-basedfishing holiday organiser – has appointed JohnHudgens as its Programme Manager in SouthAmerica.

Hudgens has worked in the fly fishingindustry since the mid-1990s when he startedhis guiding career.

As well as developing new destinations, hewill oversee Yellow Dog’s current operations inArgentina, Chile, Bolivia and Brazil.

Company Director of Operations, Jim Klug,said: “Despite the ups and downs of the economyover the last 24 months, we have continued tosee a strong level of growth and we are keen to

expand our employee base and the overall sizeof our business.”

Yellow Dog is based in Bozeman, Montana,and specialises in arranging angling holidaysthroughout the world. It has over 50 destinations,including the Caribbean, South and CentralAmerica, Alaska and the western United States.

John Hudgens secures role at Yellow Dog

JOHN MAZURKIEWICZ SEVERS TIES WITH SCIENTIFIC ANGLERSWell known US industry figure JohnMazurkiewicz is to end his longassociation with Scientific Anglers.

Mazurkiewicz has acted for the 3M-owned company for more than 18 yearsand for Shimano for 19 years in hiscapacity as owner of Catalyst Marketing.

However, following the acquisitionby 3M of Ross Reels in October lastyear, Mazurkiewicz felt it necessary tomake a choice between his two highprofile clients to avoid a clash ofcompetitive interests.

“The writing was on the wall when3M acquired Ross. I knew then thatsooner or later the situation wouldreach this point,” explainedMazurkiewicz. “Client confidentiality

is everything and I didn’t want peoplequestioning my credibility and ethics.Sooner or later I was going to run into adifficult situation and I feel it’s better toget out before that happened.”

In addition to its reel manufacture,Ross is starting to place more emphasison rods, increasing potential competi-tion with Shimano. There is also thepossibility of 3M seeking to acquireother businesses that could possiblycompete with Shimano.

In its November 2010 issue, AnglingInternational speculated that 3M’s longtime solus ownership of SA was a stra-tegic anomaly and that the company’spurchase of Ross Reels was the first stepin an ambitious expansion plan.

“I am tremendously sad to be partingcompany with Scientific Anglers butgrateful to have had the chance towork with some reallygood people,” addedMazurkiewicz.

“At the same time,I am very excited bywhere G.Loomis isgoing in the fly fish-ing industry and byShimano’s plans forthe future.”

Taking over the

marketing role for Scientific Anglers isBusiness Development Manager JeffWieringa, assisted by Jessy Tomkins.

John Hudgens will coverSouth America.

Fly fishing boosted by growthof Western Canadian Expo


The 9th Western Cana-dian Fly Fishing Expocontinues to grow, withexhibitor numbers upfor this year’s event

at Spruce Meadows, in Calgary,Alberta, from January 28th to 30th.

Chris Bird, President & GroupPublisher of organisers, Bird Market-ing Group, said: “We are seeing avery positive shift within the fly fish-ing market away from the recession.

“The show continues to performwell and given our increasedmarketing investment for 2011, weexpect to see growth at the gate.”

Exhibitors will be filling 115booths and there will also be threepresentation theatres, a casting pooland a kid’s area. Guest speakersinclude some of North America’stop fly fisherman.

Among the companies takingpart will be G.Loomis, Sage, Rio,Redington, Hyde Drift Boats andSuperfly International, along withnewcomer Patagonia.● The International Fly FishingFilm Festival (IF4) – a collaborationbetween Bird Marketing Group andFly Max Films – has gone live. IF4 isdesigned to generate excitement andinterest in angling and to introducenew people into fly fishing. Find thesite at www.flyfilmfest.com.

Right: John Mazurkiewiczpresenting ScientificAnglers’ products at theIFTD show in Denver.

Organisers are predicting anincrease on last year’s attendance.

Better for everyone: the NewChina International ExhibitionCentre in Beijing.


VENUE HOLDS THEKEY FOR CHINA FISHFollowing the criticism of last year’s ‘experimental’ location, China Fish hasreturned to its 2009 venue. With so much at stake, visitor satisfaction is key, saysChina Fish President Li Jiang, who is predicting a positive response from thetrade, even before the doors open. “We’ll be back to 90% satisfaction,” he says.

R eturning to its 2009 venue, China Fish– widely regarded as one of the mostimportant trade events on the calendar –is set to recreate the levels of satisfactionit enjoyed among exhibitors and visitors

alike before its ill-fated change of location last year.That is the belief of the President of China Fish,

Li Jiang, who predicts that the universally popularreturn to the New China International ExhibitionCentre (NCIEC), in the heart of Beijing, will send itssatisfaction rates soaring back to the 90% mark.

At last year’s event, only 7% of visitors and 21% ofexhibitors liked the Jiuhua Centre. Li Jiang said: “Fol-

lowing our return to the NCIEC I expect that over90% of exhibitors and buyers will be satisfied withChina Fish.

“Apart from 2008 and 2010, the satisfaction ratingsat China Fish over the last 20 years have been aroundthe 90% mark and I am confident we will return tothat this year.”

Li Jiang added that the improvement to services,including better shuttle bus coverage and anupgrading of the Visitor Lounge, will also prove tobe popular with all those attending the exhibition.

He said: “Last year the shuttle bus wasonly available to a number of hotels. >

SHOW PREVIEW


This time around it will visit all China Fish hotels.The Visitor Lounge will be much more comfortablewith refreshments available throughout the show.

“Free internet is available and all the computershave an English version. These improvements willmake visiting the show a much more pleasurableexperience.”

Despite last year’s China Fish attracting 2,157visitors – an increase of 26.7% on 2009 – manyexhibitors complained that attendances were down.

Li Jiang said: “Because the exhibition area was solarge the visitors were more spread out and it lookedas if there were not as many buyers as in previousyears.

“The scale of the show has been reduced froman original 33,000sqm to 26,400sqm. The newfloor area will properly reflect the visitor to exhibitorbalance.”

However, Li Jiang said that closing one of the hallshad brought its own problems and created a waitinglist of 20 companies. He explained: “To maintainexhibitor numbers we would have been forced toreduce the booth size of some companies.

“Although that can protect the interests ofexhibitors in the short term, it is not a long termsolution and we hope to work out a better idea forChina Fish 2012.”

Despite the smaller floor space, China Fish 2011will welcome 61 new domestic exhibitors and fiveinternational newcomers, Lineaeffe (Italy), ExtremeFishing (Russia), Mercan Balikcilik Malzemerleri

(Turkey), Tradtiv Enterprise (Tai-wan) and Jackall Inc (Japan).

Pre-registration for the showis on course to emulate 2010levels. Li Jiang said: “Just beforeChristmas 772 visitors had pre-registered and that is basicallythe same level as the corre-sponding time last year.”

Despite last year’s problems,China Fish continues to be avital shop window for international markets. Li Jiangadded: “Chinese enterprises can access the newestinternational information and trends and, moreimportantly, keep their order books full so that theycan sustain their business development.

“China Fish is also an opportunity for the homemanufacturers to showcase their new developmentsto the international community.

“Moreover, it is also an important gatewayfor some international brands to enter theChinese sector.”

Li Jiang has also drawn up a list of sixtop tips for visitors to China Fish 2011.They are:● Use the new, improved shuttle busfacility.● Download the transportation guidefrom the China Fish website – it includesessential exhibition information as well asplaces of interest to visit and eat.

● Enjoy relaxation time in the Visitor Lounge.● Visit the Best Product Showcase (Booth 2750 inHall E2).● Arrange an interpreter.● Contact your co-ordinator – they can help withall your exhibition enquiries.www.chinafishshow.org

“The new floor area will properly reflect thevisitor to exhibitor balance.” – Li Jiang

33February 2011 Angling International

Angling International: Consumptionof fishing tackle in China increasedsignificantly in 2009 compared to2008. Did this trend continue in2010?Li Jiang: Generally speaking,there is no noticeable increase infishing tackle consumption in 2010.South east China (including Yunnan,

Guizhou and Guangxi) suffered fromdrought this year, so the fishing seasonwas pushed back nearly one month.It shows how the natural environmentseriously affects the consumptionof fishing tackle in China. However,some big companies, taking OldGhost Baits as an example, can stillnot satisfy the market demands, eventhough two more production lineshave been added.

What do you think the trend will be in2011?Fishing tackle prices will increase by20% to 30% in 2011, because all rawmaterials and labour costs have grownbecause of inflation. This could beseen as both an opportunity and achallenge for Chinese fishing tackleenterprises. On one hand, risi ng pro-duction costs will cause some smallenterprises producing low-end prod-ucts to go bankrupt, since the lowprofits cannot sustain them any more.On the other hand, some enterpriseswith vision will turn to manufacturinghigh value-added products for moreprofit by introducing advancedtechnology and management ideas.Therefore, the quality of fishing tacklewill get better and better.

The claim that there are 90 millionanglers in China has been contested.What do you estimate the true figureto be?In Europe and America it is easy to get

the exact number of anglers by moni-toring the sales of fishing licences, butin China it is difficult because anglersdo not need licences. Some ten or 15years ago, the China Fishing TackleAssociation declared that there were90 million anglers, but I am not sure ifthat is right. According to some indus-try figures, there should be at least tenmillion anglers. This number mainlyrefers to those who are very fond offishing, and they usually spend morethan RMB 1,000 (USD $150) on fish-ing tackle annually. But this data doesnot include those who go fishing onlytwo or three times. If those peoplewere included, the figure would rise toaround 60 million.

How much are Chinese anglerscurrently spending on fishing tackleand how is this likely to vary in thefuture?Currently, all Chinese anglers togetherspend over RMB 5 billion annually onfishing tackle. Basically there are threetypes of consumers. TraditionalChinese anglers using low-end handpoles and baits that they sometimesmake themselves only spend RMB400-500 (about USD $60-75) perperson per year.

As for those who are very fond offishing and prefer to use middle-endfishing tackle, they usually spendcloser to RMB 1,000-1,200 (aboutUSD $150-180) per person per year.And nowadays, with lure fishingbecoming more and more popular inChina, many people spend more thanRMB 8,000 (about USD $1195) perperson per year on sea and lure fishingproducts.

When the economic situationbegins to get better and living stand-ards improve, more people will surelybegin consuming fishing tackle forrecreation. The increasing popularityof lure fishing, boat fishing and seafishing is the main force behindluxury consumption and will, Ibelieve, lead to much more spendon those products.

How many fishing tackle shops arethere in China and is this numbergrowing? Are these mainly smallshops, or are there ‘big box’ storeslike there are in the US?There are about 1,500 fishing tackleshops of a certain scale (owningemployees), which does not includethe very small Mama/Papa stores. The

THE PRESIDENT SPEAKSLi Jiang on China’s domestic market.

CHINA FISH 2011: THE FACTS & FIGURES

February 201134

traditional fishing tackle shops are still the main force inChina and occupy nearly 70% market share. Fishingtackle shops will increase by 20% in the next year.

Chain stores are now playing a more and moreimportant role in Chinal for example East Fishing(Taiwan), Hest, Johshuya and Oscarma. These ‘big box’stores have already gained recognition amongst anglers.However, since they are still relatively new to China theycurrently have only 20-30% market share.

What kind of fishing equipment is selling best in China?Fishing methods vary. Anglers in northern China prefer touse the hand pole between 3.6 and 6.3 metres long, whilein southern China, anglers are fond of using casting poles.The sales ratio of hand poles to casting poles is 7:3. Inaddition, Chinese anglers also use lots of bait and floats,so these products are selling very well. Moreover, thegrowth in popularity of lure fishing and sea fishing inrecent years has increased the sales of products used forthese types of fishing.

What will be the key trends in the Chinese domesticfishing tackle market in the next five years?In the next five years I believe we will see many moreChinese enterprises begin to manufacture more high-end,value-added products because of the rising price of rawmaterials and labour costs.

How is government legislation impacting on the fishingtackle industry in China?The price of products will be much higher thanks to theincreased labour costs, domestic inflation and the RMBappreciation. As a result, some companies might go bank-rupt while others will seek a new way of survival by, asI’ve said earlier, focusing on the manufacture of high-endproducts. But since Rome was not built in a day, so in thebeginning most companies will face a difficult situation.

China’s fishing tackle exports declined by 20% in 2009.Are they still falling?In 2010, the appreciation of RMB certainly affectedChina’s export figures. But as the quality of the productshas improved, I think the export value will stay at thesame level as last year.

Speaking at last year’s China Fish, Louis Tchertoff saidthat the shortage of skilled labour will determine the role

China plays as a future source for the trade. He warnedthat international customers could move to cheapersources in other countries? Do you agree?I think some low-end products will be shifted to othercountries. Middle and high-end products will not shiftto other countries, at least not for now, because highquality raw materials and skilled labour and techniquesare needed and other countries might not be able to meetthose demands at the moment.

Nevertheless, a manufacturing shift to the poorer coun-tries is a trend, just as European manufacturing has movedto Japan, then Korea and now China. I’m sure that in thefuture fishing tackle manufacturing will move to some un-developed countries, but at least for now it won’t happen.

What are the other big challenges facing the Chinesemarket right now?Most of the company decision-makers are already over50 years old, so their management ideas, educationalbackground and innovative awareness cannot keep pacewith the times.

Some 80% of company decision-makers will resistchange, will not absorb new ideas, and will not evenconsider the further development of the company. Somaybe this is the biggest challenge faced by the Chinesefishing tackle industry.

China has long faced accusations of counterfeiting,something that China Fish has always opposed. Is thissituation improving?The China Fish show established an IPR office in 2004,which is two years earlier than the Exhibition IPR lawissued in China. In recent years, China Fish has paidmuch attention to fighting against IPR counterfeiting. Evenat EFTTEX in Spain in 2010, China Fish invited govern-ment officials and professional lawyers to attend the showin order to resolve any IPR disputes for overseascompanies experiencing such problems in China.

We state clearly in the exhibitor contract that noinfringement is accepted. If such complaints are received,exhibition qualification is cancelled immediately. Also inthe next three to five years, we will not accept them intothe show.

These vigorous efforts by China Fish are improving thesituation bit by bit, but it is an inevitable process during anation’s development. I am sure one day there will be nomore counterfeiting.

Date: February 17-19Venue: New China International Exhibition Centre (NCIEC), BejiingWeb: www.chinafishshow.orgExhibition area: 26,400 sqmExhibitors: 450Facilities:1) Food and beverages include Subway, McDonalds and western

and Chinese buffet.2) Cloakroom. Booth 1155 (9am to 5pm).3) Business Centre. Next to registration desk. Typing, printing

and copying services available.4) Visitor Lounge & Cyber Lounge. Booth 1105 (Hall E1) and

2208 (Hall E2). Free internet and rest area. Coffee andcookies (between 12pm and 2pm).

5) Intellectual Property Office.6) Best Product Showcase. Booth 2750 (Hall E2).7) Admission. Pre-registered free. Onsite registration US$30pp.Opening times:February 17: 9am to 5pm; February 18: 9am to 5pm;February 19: 9am to 4pm

How to get there:• China Fish Shuttle Bus – free between the NCIEC and the airport.

Details on China Fish website. Advanced booking requested.• Taxi – from Bejiing Capital Internatonal Airport to NCIEC will cost

approximately RMB 40 (USS$6)Travel info:• Weather – Very cold. Temperatures: 1°C-5°C (day); -7°C (night)• Taxis – plentiful. Remember to ask for invoice/receipt to protect

your own interests.• Voltage – generally 220V, 50HZ.China Fish Contact:Li Jiang, President of China FishEmail: [email protected]: + 86 10 5820 3101/02/03

www.chinafishshow.org


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Gruppo DP has been supplyingfluorocarbon – spooled and in bulkbobbins – to the fishing industrysince 1988. Then it was not known asfluorocarbon, but sold as ‘the magic

line that catches more fish’ with anglers becomingaware that the refraction index of the line helpedthem achieve excellent results.

Gruppo DP says it has been a step-by-stepevolution process that has seen fluorocarbon emergeas a versatile line.

The advantages of the fluorocarbon material overnylon is not only its superior invisibility, but itssinking speed, low stretch, high abrasive resistance,durability and ability to cope with both high andlow temperatures.

Gruppo carried on the development process byintroducing a large range of fluorocarbon for severalfishing disciplines, taking advantage of the differentfeatures and also modifying the standard ones to suitmany other purposes.

Gruppo DP adds that a good example of this isits brand new fluorocarbon High Stretch (picturedbelow), which offers the major advantages of fluoro-carbon but also boasts better stretch – almost doublethe normal. It claims that it is also a great invisibleshock-absorbing leader.

Gruppo DP also makes line with different levels ofhardness. Fluorocarbon was born as a stiff material –ideal for saltwater fishing – but in several freshwatertechniques anglers prefer a softer leader and that iswhy Gruppo DP has produced hard and super-hardversions. The range of diameters can cover all aspectsof fishing applications, from 0.05mm for pole fishingup to 2.30mm for big game.

Although fluorocarbon has historically been usedmainly as a leader material, Gruppo DP has alsofound an interesting market as a reel line. As a result,it offers a soft reel line for spinning, a medium stiffreel line for baitcasting and a specially coloured andeasy-to-see line for ice fishing.

The company asserts that fluorocarbon can be auseful line for ice fishing as it sinks faster and allowsthe bait to go down unaffected by the temperature.

COMPANIES YOU NEED TO KNOW ABOUT...

?Want to know more about Gruppo DP?Here’s how to find them...Email: +39 010 369846Email: [email protected] Web: www.gruppodp.com

The Gruppo DP fluorocarbon seriesis made up of:

● Fluorocarbon standard● Fluorocarbon classic● Fluorocarbon camouflage (multi-colour)● Fluorocarbon hard● Fluorocarbon superhard● Superfluorocarbon● Fluorocarbon ultralight● Fluorocarbon high stretch● Fluorocarbon ice

Gruppo DP says that the main advantages of 100%fluorocarbon lines are:• Invisibility. Because of the close index of refraction tothat of water, it is so invisible that even fish hardly seesit. The only thing they see is the bait.• More strength in the water. Fluorocarbon is water-proof, and no water absorption means a wet test equalsa dry test. It is well known that a conventional wet line isweaker than a dry one by as much as 15%. fluorocarbonretains 100% of its tensile strength when wet. It is alsosalt-proof.• Extraordinary sinking speed. Thanks to its superiorspecific weight, fluorocarbon sinks three times faster.• Better precision fishing. As a result of its betterspecific weight it is stream insensitive and stays fishingwhere it is casted. Thanks to its natural stiffness, thehooklength stays straight.• Controlled low stretch. Fluorocarbon has an instanthook-setting power.• Outstanding abrasion resistance. It has a toughsurface offering great protection against rock, brush,snags and sharped-toothed species;• Durability. That’s great stress and UV resistance.

THE FLUORCARBON SERIES

How the masters of fluorocarbon line are taking their versatile product tothe next level to the delight of anglers around the world.



HENG FENG TO ITSGLOBAL CUSTOMERS:‘COME AND MEETOUR R&D EXPERTS’OEM giant Heng Feng wants yet more customers to experience its top qualityservice. “We are inviting our customers to our state-of-the-art headquarters,”says John Walsh, Heng Feng’s OEM Business Support Manager in the UK.“That way they can see their products taking shape right in front of them.”


world’s top providers of fishing tackle to key brandsand household names throughout the fishing tackleindustry, Heng Feng is also a major manufacturer ofgarden furniture and camping products.

And it is the same stringent measures that arerequired to meet the strict legislative requirementsdemanded by Europe and America in those marketsthat are replicated in its fishing products.

Walsh said: “Our experience in the garden fur-niture industry and camping sector has helped uskeep abreast of the expanding amount of safety andenvironmental legislation which is being introduced.

“It is this attention to detail and ability to provide

customers with products to their exact requirementswhich sets us apart.”

The Heng Feng group, which was founded justover 20 years ago, continues to grow and last year itsaw turnover reach $350 million. It recorded sales of$300million in 2009.

These impressive figures come at a time when the

Heng Feng prides itself on being thenumber one supplier of quality-designed fishing tackle to leadingglobal brands. And it says that itsplace at the summit is built on the

innovation, design and quality of its products.Innovation is the soul of an enterprise, which has

enjoyed incredible success as an original equip-ment manufacturer (OEM) since it was formed justover 20 years ago. In fact the Heng Feng motto is‘Innovation leads to future, endless passion, endlessinnovation’.

Its OEM Business Support Manager in the UK,John Walsh, told Angling International: “We offer

our customers a unique opportunity to work with usin partnership.”

It is that desire to build special relationships withits customers that has persuaded Heng Feng not toexhibit at this year’s China Fish, but to go for a morepersonal approach.

Walsh said: “We warmly welcome our customersto visit us at our headquarters and see for themselvesour new products for the first time, designed anddeveloped by Heng Feng and offering opportunitiesthat are unavailable from any other supplier.

“Most customers who visit China Fish then go onto factories in the Shanghai area, which is one of themajor producers of fishing tackle in the world.

That is why we are not going to the exhibition thisyear. We are keener to invite our customers to ourstate-of-the-art headquarters and to look at themany new products in our new showroom.

“There they can discuss their requirements withthe sales force and the R&D development teamsthen see their products taking shape in front of them.”

Heng Feng now has over 350 R&D specialists– including ten foreign designers – working on anendless stream of new products

The R&D team is sensitive to any change in themarket and every year introduces new designs acrossmore than 3,500 new products – 120 of whichcome with patents. As well as being one of the

“Most customers who visit China Fish then go on tothe factories around Shanghai. By visiting Heng Feng,customers have opportunities that are unavailable fromany other supplier.” – John Walsh

Part of the vast Heng Feng showroom, which is dedicated togarden furniture and camping as well as angling equipment.

One of Heng Feng’s eightfactories in China.


HOW IS EFTTA HELPING ITS MEMBERS AT CHINA FISH? See p55

?Want to talk to Heng Feng?Here’s how to find them...Tel: +86 5712 8887 258 Email: [email protected]: www.hengfeng-china.com

world was facing one of the worst recessions in livingmemory.

Walsh said: “Everyone felt the recession for ten to12 months because no one was quite sure where thefinancial situation was leading us.”

“However, Heng Feng has managed to rise abovethe storm and continue to grow due to its specialworking relationship with its customers.”

This customer relationship is described by HengFeng’s business statement: ‘Customer satisfaction,employee satisfaction, social satisfaction.’

The company says that the advantages it enjoysover its competitors include:● Quality control. More than 450 professional staffinspects the whole production process before anygoods leave the factory. Heng Feng has also passedfactory audits by CSCC, BV, SGS and ITS.● Technical laboratory for checking material qualitiesand specifications. The lab is at present underapplication for China national standards. Europeanand USA testing standards can be achieved in the lab.● The Heng Feng tent factory is a participant of thenational tent industry standard association and isapproved for government emergency tent production.● Efficiency. Heng Feng continues to improveefficiency to reduce production costs and that resultsin a good supply at competitive prices.● Overall scale. Its purchasing power means thatit can buy at more competitive prices compared toother factories.● Development and innovation. The developmentof multi-outdoors products results in a greater choiceof angling products. Plus this multi-market coverageensures Heng Feng’s product developments matchthe latest trends.● The full series of products makes purchasingsimple for customers.● Heng Feng insist on growing business togetherwith its customer. “To help our customer make profitis the only way to help our own growth.” says Walsh.“Meeting our customers’ marketing demands is ourgoal and their satisfaction is our responsibility.”

Walsh said that Heng Feng is looking forward to2011 with confidence despite fears that the increasein the price of raw materials in China would lead towholesale increases for customers and consumers alike.

He explained: “With the volume of materials thegroup buys we are still able to purchase at preferablerates. We have a hold over our suppliers because ofthe volumes we order.

“We are also a very active organisation when itcomes to investing in technology and new machineryand the more efficient the machinery the less it coststo produce.”

Heng Feng is now a major manufacturer and hascome a long way since its humble beginnings in 1991.

Above: Heng Feng’s headquarters include meeting rooms and design laboratories. The company has 350 R&D specialists working on new products, including ten from outside China.Below: New tackle on display in the Heng Feng showroom. “We want customers to come and see for themselves what we can offer,” says John Walsh.

It now has eight factories in Deqing and Zhejiangthat manufacture products for its three divisions.It sources its raw materials from more than 500suppliers and employs more than 5,000 people.

Its size means that it can produce more than fivemillion fishing bags, six million backpacks, fourmillion items of outdoor furniture and 300,000tents a year.

Despite the enormous scale of its operations,Heng Feng says its main priorities remain foundedon its tradition of customer, employee and socialsatisfaction. Heng Feng is proud of its roots andits reputation for being an honourable enterprisewhich values social responsibility.



ZALTTARGETS RUSSIA,UKRAINE AND USAWITH ITS SPECIALISTPIKE-CATCHERSChina is also on the Swedish lure maker’s list of targets following back-to-backannual sales increases of 20%. “There are a lot of anglers out there with moneyto spend,” says confident owner Peter af Rolén. “And we have the quality.”


who have been successful and caught huge fish onour lures.”

And it is those kind of impressive results with therod that has seen the company, which was foundedin 1987, grow to become one of Sweden’s topexporters of lures.

Last year Zalt posted a 20% increase in sales forthe second year running. And it was its growingexport order book that led the way. Outside its nativehomeland, 20 European countries fish with Zaltlures, including France, Germany, the Netherlandsand Romania. It has also carved up a big market inRussia and Ukraine where af Rolén believes there ismassive untapped potential. He said: “It is a very bigmarket for us, but we believe there is a tremendousopportunity for growth there.”

With Europe already ‘on message’ and using Zaltlures, af Rolén revealed that Zalt is looking furtherafield and eyeing up the lucrative North Americanmarket, although he accepts that it would be a toughnut to crack.

He said: “We had a distributor in Wisconsin aboutsix years ago who enjoyed success with our lures, butit could not handle the brand. We are very interestedin selling to North America, but we really need tofind a well established distributor who can teachus the market. North America is a big ask, but therewards are there if you succeed.

“Trading there is a totally different propositionto Europe where it is more acceptable to build the

All water is Zaltwater’ is theslogan thathas becomesynonymous

with Swedish lure maker,Zalt. But the company isequally well known andproud of its reputation forthe number of huge pikecaught on its lures.

Company owner Peter

af Rolén told Angling International: “Zalt lures arethe most successful Swedish lures for catching bigpike. Since 1990, 36 pike over 15 kilos have beendocumented as caught on our lures. And of course alot more have never been recorded.

“Each year we receive calls from excited anglers

“All our lures are original and designed by us. Each yearwe receive lots of calls from excited anglers who havebeen successful and caught huge fish using them.”– Zalt owner Peter af Rolén

Peter af Rolén: “Zalt isappreciated for the qualityof its lures.”


WHICH EUROPEAN SHOW HAS CAUSE TO CELEBRATE? See p46

Above: Angler Magnus Jonzon with just one of the many monsterpike caught with Zalt lures. This one was 19,100kg/135cm.

Main image and insets: Zalt lures areknown for their striking finishes.Below: Zalt-branded rods are a ‘naturalnext step’ says Peter af Rolén.

?Want to talk to Zalt?Here’s how to find them...Tel: +46 8 55 60 34 22 Email: [email protected]: www.zalt.se

brand over several years. However, America screams‘new, new, new’ and everything is on much shorterterms. Zalt has to find a way of reaching the marketand I will be going to ICAST this year on a factfindingmission.”

af Rolén also revealed that Zalt is looking at theemerging market in China. He said: “China has a verystrong domestic economy. There are a lot of anglersout there with disposable income. I have already beentalking to people out there.”

Zalt is first and foremost a lure company and afRolén believes that its concentration primarily on itscore product has been the mainstay of the company’ssuccess.

He explained: “Many businesses try to supply a lotof different items, but we have focused on bait andto do it as well as we can. It can be too easy to buy aproduct, put your logo on it and take it to market.

“But we are not a ‘me-too’ company. All our luresare original and have been designed by us. That isvery important and appreciated by our customers.”

Zalt is always looking to improve its offer and hasjust added two more lures to its range – the Zam Z9(9cm) and the Zalt Z7 (7cm) to meet calls fromvisitors to last year’s EFTTEX for smaller lures.

af Rolén said: “We were asked for lures that youcould use for cranking and jerking. So we came upwith these dual purpose products.”

The Zam Z9 is already on the market, while theZalt Z7 will be showcased at EFTTEX 2011 inAmsterdam in June.

They will join the already established line-up oflures which consists of:● Zalt (three sizes)● Zam Z tail (two sizes)● Zam (four sizes)● Zam Deep (two sizes)● Zam Z (two sizes)

The lure market is one of the most competitive inthe fishing tackle industry with literally thousands ofcompanies vying for a chunk of the lucrative sector.af Rolén says Zalt has prospered because it has a clearidea of what is demanded of its products. He added:“It is important that they stand out.

“There are a lot of ugly lures on the market whichlook as though they have been produced without anydesign skills at all.”

Zalt offers a small selection of other products inits portfolio, including its own brand of rods whichsaw a 300% rise in sales last year.

The company has a range of seven Zalt Watercarbon rods sourced from Japan. They are light,well balanced and decorated with Zalt’s own pikepattern.

af Rolén said: “Producing a rod range is a naturalfit for us. They are high quality and have a designunique to us. Our customers can identify with theproduct because of the competitive price and oureye-catching branding.”

af Rolén also revealed that the company islooking to introduce its own braided line, butadmitted it was experiencing difficulty in obtainingthe right quality product.

“There would be no problem for us to buy anyold braid, put our logo on it and pass it off as ours,but that is not our way. We are looking for a unique,high quality line that is exclusive to us.”

Zalt has been a regular exhibitor at EFTTEX sinceit made its exhibition debut in Warsaw in 2005 – amove that af Rolén says opened the door for thecompany’s expansion.

af Rolén said: “EFTTEX inspired us to move thecompany forward and we now regard it as a must-attend exhibition. It is the most important event onthe fishing calendar for us.

“It requires a lot of energy and investment to go,but you need to be there to become an establishedface in the industry. Meeting just one good distribu-tor could recoup your money in one fell swoop. Itis also a very valuable way of catching up with yourcurrent partners and plotting the way forward.”

t?.

[email protected]



OLD GHOST PARTNERSWITHHOLLYKUDOSTOCONQUERBAITSECTORA sensational new partnership has been formed which combines the marketexpertise of Holly Kudos with the bait producing power of The Old Ghost BaitGroup. The target? Europe’s vast bait market. “We want to be number one inthe world,” says President Yi Zhe of Old Ghost. “And Europe is the first step.”


baits at various European shows. Its products havealso been field tested and approved by top anglers.It plans to introduce a variety of products at ChinaFish that it has designed especially for the Europeanmarket in conjunction with Holly Kudos.

Zhe said the baits would includesausage-like fresh-keeping wet baitand a range of groundbaits. Headded: “We are convinced thatfish around the world cannever distinguish whomakes the baits they eat.

Two of China’sbest-knownnames havesigned agroundbreaking

agreement that they believewill transform the Europeanbait market. The Old GhostBait Group – China’s biggestsupplier of bait – has joinedforces with carp and matchfishing tackle giant HollyKudos to promote its baitsacross Europe.

After five years of researchand investigation into theEuropean bait market, OldGhost has already achievedremarkable influence inEurope, putting dealers onred alert for its first wave ofproduct releases. For its part,

Holly Kudos will provide its considerable expertisein Europe to facilitate Old Ghost’s expansion intothis vast new marketplace.

Holly Kudos President, Wu Dong, and President

of the Old Ghost Bait Group, Yi Zhe, have agreed thedeal, which will be confirmed at China Fish wherethe two companies will share the same booths.

Zhe said: “We are the number one bait brandin China and supply 70% of our domestic marketwhich consists of 90 million anglers. We want tobecome the top brand in the world and the first stepin that plan is to enter the European sector.

“With these expansion plans in mind we havesigned an agreement of strategic co-operation withHolly Kudos, which is a big and well-establishedfigure in the European fishing tackle market.

“Holly Kudos will be our distributor in Europeand will help us to promote our brands and createnew European-style products. We also invite thosecustomers who have already been in touch tocontact us directly to enhance our cooperation.

“Europe is our foremost focus – the next few yearswill see a tremendous change in its bait market.”

Old Ghost has showcased its unique and powerful

Holly Kudos President WuDong: “Our connections inEurope will be the key.”

“The next few years will seea big change in the Europeanbait market. Holly Kudos willbe a great asset for us there.”

Old Ghost President YiZhe: “We know we havethe right products.”

Above: A baking machine at Old Ghost’s bait factory.


WHICH COMPANY WANTS TO DOMINATE THE PLIERS MARKET? See p48

COMPANY PROFILES

?Want to talk to Holly Kudos?Here’s how to find them...Tel: +86 189 2157 5219Email: [email protected] Web: www.hollykudos.com

Holly KudosHolly Kudos Fishing Tackle Company is a daughtercompany of the Jiangsu Holly Corporation, a well-knownand respected public listed company based in JiangsuProvince, China. It has been manufacturing fishingtackle since 1998 and is now an established supplier ofa complete range of ‘high specification’ carp and matchtackle in Europe.

It offers a comprehensive range of over 5,000 tackleitems from its manufacturing units in Danyang, a citynear Nanjing and Shanghai. It also has a 500sqm officeand showroom in Weihei, the industrial centre for fish-ing tackle manufacturing in the world. The Holly Kudosfactories cover more than 30,000sqm and togetheremploy 500 people.

The company only accepts OEM business fromwholesalers and does not take orders from retailers. Itsstrength lies with its experience with, and knowledge of,the highly competitive European market and it employsa large team of industry and angling consultants to stayabreast of the latest trends.

Old GhostOld Ghost Baits Group is the most famous and popularbrand among China’s 90 million anglers and supplies70% of the domestic market.

The company was set up in 1992 in Wuhan, in theHubei Province of China and currently has over 100patents for its brands of fishing baits that also includepowder, boilies and pellets.

In 2009 the group invested in a totally automated8,000sqm factory with nine assembly lines, making itthe biggest bait manufacturing base in the world withan annual production capacity of 150,000 tons.

The company has the angler at heart and in 1999established the Old Ghost Fishing Academy – the first inChina set up to provide free training for anglers. To datenearly 10,000 Chinese anglers have taken advantageof the tuition.

Old Ghost also has its own film and television com-pany called Travelling & Angling Around the World. Setup in 2002, the company has produced over 30 fishingbooks and published several million DVDs for freedistribution. In 2003 Old Ghost set up a subsidiary,Hubei Fengxing Fishing Tackle Company whichproduces rods and fishing accessories and doesbusiness with over 1,000 franchise stores.

Fish only bite their favourite food. However, to ensureour products performed fantastically on Europeanwaters, we consulted several famous European fishingexperts.

“In the next few years we will continuouslyresearch and investigate the international markets andare planning to set up bait study centres in Europeancountries to stay at the cutting-edge of the business.”

Old Ghost will attach its own brand to productsthat have the company’s intellectual property rights,like the sausage-look fresh bait and dissolvablegroundbait pellets, and a top quality range of hookbaits. However, for standard-setting groundbaits andboiles it is looking for OEM business and says that

big profit margins will be on offer.Holly Kudos President Wu Dong told Angling

International: “Old Ghost is without a doubt thebiggest and best bait producer in China. They haveconquered the Chinese market, leaving their com-petitors far behind. A fishing tackle shop in China isnot a fishing tackle shop unless it supplies Old Ghost

products. We are glad to have this chance to associatewith Old Ghost and help expand its reach in Europe byproviding our promotion experience.

“Our connections with top anglers will help OldGhost to create its range of European-style baitsefficiently alongside its already excellent Chinese-formulated baits, and our well-established salesstrategy will enable them to be successfullydistributed through respected channels.

“Europe is a successful marketplace for Holly Kudosand under the agreement with Old Ghost we canoffer our customers a whole new range of products.”

Main image: Old Ghost’s factory.Insets below: Parts of the fullyautomated production linethat makes Old Ghostthe world’s biggestbait producer.

products We are glad to have this chance to associate

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An improvement in the boating market,an increase in the number ofexhibitors and growing interest frominternational businesses promise tomake the tenth anniversary of the

Salon Européen Des Pêches en Mer – Europe’spremier sea fishing show – the best in its history.

The fortunes of the show, held each year inNantes on the west coast of France, have showna marked upturn since ownership passed toexhibitions company Expo Nantes in 2008.

The event has become a key marketing investmentfor many of Europe’s top brands, who consider it‘unmissable’, and it is expected to attract around25,000 visitors to the Parc des Expositions de laBeaujoire on February 18th, 19th and 20th.

“The tenth anniversary of the show is a big oc-casion and of course we have a few special thingsplanned,” said the show’s Project Manager CyrilleDevorsine. “There is an opportunity for visitors to winfishing equipment prizes in a daily competition andevery visitor will also receive a free fishing tool. Inaddition we have planned a special evening receptionto celebrate the tenth anniversary.”

A number of other favourite features will also berepeated. The Eco Village focuses on environmentaland fish resource issues, while the popular QuayArea has an impressive display of accessories such asknives, binoculars, eyewear and technical garmentsas well as books and art.

Many exhibitors will also enter product into thethird Innovation Awards, with the much-anticipatedresults being announced at a reception at 5pm onFriday, February 18th.

Devorsine explained that the Nantes exhibitor listgrows by about 2% annually and that 125 exhibitors(including 15 first-timers) will be offering productsand services including fishing tackle, boats, enginesand accessories at the 2011 event.

Devorsine explained that making the show moreinternational is an important objective for ExpoNantes, adding: “With our communication inAngling International magazine we fully expect toattract and welcome more international visitors.

“Of course the domestic market is also a priority.Our show is the biggest in France and has become ameeting reference point.”

This year’s Salon Européen Des Pêches en Mercorresponds with a large tourism show at the samevenue and, together with the fact that it is a monthearlier than last year to avoid public holidays, this isexpected to boost attendance.

Expo Nantes is also encouraged by an upturn inthe boat market and reports that this is reflected in ayear-on-year increase in boat exhibitors.

“The European Sea Fishing Show reflects a boom-ing market,” added Devorsine. “The 125 exhibitorsoffer a wide range of products and services fromcompanies across Europe. The show is an excellentdestination for exhibitors to meet and network withwell-targeted visitors and professionals in the seafishing industry.”

“The European Sea Fishing Showreflects a booming market.”– Cyrille Devorsine


?Want to know more about Nantes?Here’s how to find them...Tel: +33 240 52 0811 Email: c.devorsine.com Web: www.salon-peche-mer.fr

Europe’s top sea show has plenty to celebrate – a10th anniversary plus growth in the boat sector.

BOOST FOR NANTESON 10th BIRTHDAY

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more about Nantes???

Popular event: organisers areexpecting 25,000 visitors from acrossFrance and from elsewhere in Europe.

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Frichy sets out plan to leadthe world in fishing pliers

“Different European regions require different designs,and we have the ability to meet those demands.”


Europe is the key target, says Frichy Manufacturing General Manager Jacky Fan.“We are increasing production of our aluminium pliers all the time,” he says.

The Richy Group, the China-basedmanufacturer of fishing pliers, saw itsoutput rise by a phenomenal 400%during 2010. And it is planning toincrease that by a further 250% this

year as it targets growth in Europe. The company,which trades as Frichy Manufacturing, has seendemand for its products rise dramatically over thelast two years. In 2009 it produced 20,000 unitsand last year increased that to 80,000. Output for

the current year is expected to reach 200,000.Frichy Manufacturing is based in the city of

Zhangjiagang in the provence of Jiangsu – an arearenowned for the manufacture of hand-forged tools.Since 1995 it has built a reputation for its carbonsteel and stainless steel drop-forged pliers, but inrecent years it has developed a range of reasonably-priced aluminium products.

Frichy Manufacturing General Manager Jacky Fan

said: “Before Frichy introduced aluminium pliers fewfishermen could afford them. In America they costaround $100.

“Our plan this year is to make aluminium pliersavailable to all anglers at a reasonable price andincrease their popularity.”

And he added that the group would be targetingEurope in the near future. “It is a very big market forfishing pliers, but most anglers are still using stainlesssteel models,” he said.

“We are looking forward to entering thismarket so our 2011 products are designedwith that in mind.

“The European market is very fragmented.Different regions have different designs forhandles, jaws and other details. Fortunatelythe Richy Group has the ability to meetindividual demands thanks to our 180-unitCNC machine.

“Worldwide we can produce 20,000units a month, which is good for clients allover the globe.”

Fan confirmed that it was the group’sintention to become the number onesupplier of fishing pliers in the world.He said: “To achieve that aim we have astructured development plan in place.”

The Frichy development plan includes:● Price control Fan says that the group is planning

to reduce its work with distributors and wholesalersand concentrate its efforts on retailers.● Continued product innovation Frichy will

introduce a new product onto the market every threemonths. In 2011 it will be launching the FPB06s,FPG and FPE models.● Maintaining quality control Fan says that every

pair of pliers that goes out of the factory has under-gone eight different inspection processes.

Frichy Manufacturing currently exports to 50countries worldwide with the USA, Europe, Australiaand Japan its main marketplaces.

This year, as it continues its global expansion plan,

it will be at China Fish, where it can be found atbooth 2430. The company will also be at EFTTEX,ICAST and the Japan Fishing Show. “We want ourclients to know about our new products and keepour brand at the forefront of the industry,” added Fan.


Above: Jacky Fan interviewed by the Bass Channel at theFrichy booth at ICAST 2010 in Las Vegas.

Above and below: Frichy representatives will be at ChinaFish and EFTTEX in 2011, as they were this year.

?Want to talk to Frichy Manufacturing?Here’s how to find them...Tel: +86 512 5690 3075 Email: [email protected] Web: www.frichy.com.cnChina Fish booth number: 2430


FPB06S (above, main picture)

Says Jacky Fan: “These mini aluminium fishing pliershave stainless steel split ring jaws that are ideal forslicing through the toughest braid. They have a comfort-able spring-loaded handle and are seven inches long.”

FPE04 “These eight-inch lightweight pliers are astough as identical aluminium pliers with stainless steeljaws, but they are 13% cheaper. Better still, they do notrust in a saltwater environment.”

THE PICK OF THE FRICHY PRODUCTS SCHEDULED FOR CHINA FISH

WHICH CZECH BAIT COMPANY IS SET FOR GROWTH? See p50

“Before Frichy few fishermen could affordaluminium pliers. Our plan is to make themavailable to all anglers.” – Jacky Fan

FPG02 “Another pair of lightweight pliers, these comewith a split ring opener and are also ideal for small splitrings. Available in multiple colours, they are 6.5 inches.”

FPG03 “Also available in many colours, the FPG03comes with a split ring opener and is 7.5 inches long.”

FPB03 “Spring-loaded and anodised for perfecthardness and colour, the replaceable jaws of these pliersare made of stainless steel and tempered for a longerlife. They have both a small and large split ring opener.”

FPB06 “These pliers have a replaceable stainlessjaw with small split ring opener and crimps. They arealso spring-loaded.”

FPE04

FPG03

FPG02

FPB03

FPB06

Left: Frichy’s FBP06Saluminium pliers “are idealfor slicing through toughbraid,” says Jacky Fan.

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CZECH EXPERTS TAKEHI-TECH BAITS INTOWESTERN MARKETS


After conquering its homeland, LK Baits is targeting carp anglers throughoutthe rest of Europe with its range of highly effective boilies, pellets and additives.

LK Baits is a namethat is becomingsynonymouswithin easternEurope for the

production of unique baitsand additives for thediscerning carp angler.

Since it was formed byLukas Krasa in 2006 itsproducts have reachedthousands of fishermen who

can testify to its success with big carp catches,says the company.

Krasa puts the success of his baitsdown to the unique technologybehind them and the quality of thecomponents that make up theproducts including LK’s ownadditives, such as All Amino Nutric.

The process and additives LK Baits

uses set its boilies apart from other baits which, claimsKrasa, tend to smell very much alike.

“The hidden essence in many run-of-the-mill baitsis from artificial and cheap preservatives. This issomething you will never find in a boilie from LK Baits.The nutritional value and our unique bacterial processis laboratory-accredited – number 5665 (2007).”

The company produces a range of productsincluding the shelf-life LK Baits boilies, pop-up boilies,fluorescent boilies, boilie pastes, mini boilies, dipsand the unique pre-drilled pellets. Each one has itsown history.

“The recipes are not just a collection of theoriesgained from books and magazines,” asserts Krasa.

“Behind them are many prosperous – and alsoin some cases unsuccessful – sessions over

seasons of testing in European waters.”Born in May 1982, Krasa is one of

the most respected professionals in theproduction of baits and additives for

carp fishing. From an early age he became interestedin the natural diet of carp, including their digestionand general biology.

During his studies he consulted with leadingexperts in the research of fish anatomy, biology andnutrition and in 2004 he published a book, ‘TheSecret of Carp’.

He has since worked for several Czech and foreigncompanies as a development engineer working oncarp bait development, and subsequently foundedLK Baits with the aim of producing top quality boilies.

As well as offering a unique product, Krasa hasalways been proud of the company’s customer service.As a result, there is no minimum order requirement.LK Baits deals direct with its retail customers and notthrough wholesalers or distributors, a strategy thatensures higher margins.

Says Krasa: “We respond to every request. Weare not limited by a minimum amount for the endcustomer. For the European market we have a sales


Innovative developer: LKBaits founder Lukas Krasais an expert in carp biology.

Main image: Lukas Krasa with fishcaught during testing for his newbaits. Far right: LK Baits fluoropop-ups.

?Want to talk to LK Baits?Here’s how to find them...Tel: +42 191 531 7360 Email: [email protected]: www.lkbaits.eu


A top expert in fish anatomy anddiseases has helped LK Baitsproduce a carp market first.Lukas Krasa in cooperation withDr Stanislav Cervinka developeda revolutionary additive calledBacteria Septic, the base ofwhich contains several hundredsof millions of special bacterial

germs which help the carp digestbaits more easily. The activeingredient is a substance whichhas matured over months andcomes in various colours, tastesand smells designed for differentreactions.

Another liquid additive is theAll Amino Nutric – a special mix

of amino acids and a range ofnatural substances said to attractcarp by its smell.

LK Baits will be launching whatit describes as a unique newpellet range in 2011. The pelletsare made mostly from the samebase mix as its boilies and can beapplied as a bait additive to its Re-start and TopRestart boilies. Thepellets are also effective as an in-stant hook bait and take a numberof hours before dissolving.

The company is also introducinga new powder soak, which hasbeen created to work alongsideits best liquid food, the All AminoNutric. For best results, LK Baitsrecommends that anglers soakthe bait in liquid Nutric Acid andthen coat the powder around it.

Another newcomer to the rangefor 2011 is the All Amino Nutricconcentrate with the addition ofacid and attractors.

WHOSE NEW CRANKBAITS ‘CAST LIKE BULLETS’? See p59

THE SCIENCE BEHIND THE SUCCESSNEW PRODUCTSmanager – himself a very experienced carp angler – who

endeavours to satisfy the needs of every customer to thehighest standards.”

The company is reaping the benefits of the carpfishing explosion in eastern Europe and – being basedin the Czech Republic – is ideally placed to supply thefast-growing demand.

The home market continues to provide the bedrockof its business, but LK Baits is continually spreading itsreach across the region and beyond.

Marek Roman, a sales manager for LK Baits, toldAngling International: “New opportunities are constantlyopening up for us. The carp market in Europe is growingeach year and products are being developed all the time.Each year there is something new in the tackle shops.

“We are already strong in the Czech Republic – Ibelieve we are the biggest producer in our home country– and are well established in Slovakia and the Ukraine.We also export to Russia, Austria, Poland and Germany.”

Roman added that the company nurses particularlyhigh hopes for the Polish market.

He said: “We started trading there last year andachieved some good results. Our advertising campaign,together with news reports and pictures of catches madeon our baits, have captured the imagination of anglers inPoland.

“As a result of this people are getting to know whowe are and are liking what they learn. In Poland the carpanglers are used to poor quality local bait that is cheapand simple. Our products are more expensive, but theresults have been impressive.”

Roman added that Benelux, Denmark and the UKwere also on the LK Baits radar as markets that couldprove fruitful in the future.

As well as providing a complete bait solution, LK Baitshas branched out and is now selling an extended rangeof fishing tackle. It has an exclusive agreement to sellSonik Sports equipmentin the Czech Republicand also representssome other well-knownbrands. Diversification isa means of providing awider range of productsfor its customers, but LKBaits will always be firstand foremost renownedfor its unique bait offering.


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Prologic has long acknowledged the factthat carp are an intelligent and challeng-ing species that command respect. Theslightest suspicion and they becomenearly impossible to lure. Blending in

with the natural terrain of the waterside is a keyfactor in catching that one pivotal trophy fish.Because of this, industry insiders spend a great dealof time, energy and research on coming up with thebest possible means of camouflage to make theirproducts as natural as possible.

While searching for a new green colour that wouldprovide the serious carp angler with the perfectall-season, cross-terrain camouflage, Prologic cameacross just that – only the colour is not green!

The Svendsen Sport brand says that its research

established that the perfect colour is more brownthan green. Armed with this discovery, Prologic haslaunched a complete carp range with an extremelystealthy profile – the New Green programme.

Built on years of technical and practical fine tuningin collaboration with some of the most experiencedcarp anglers across Europe, Prologic believes it hasprovided the serious carp fisherman with superiorall-season and all-terrain camouflage.

Prologic says that the New Green programmehas been well received by those who have enjoyed asneak preview. The extensive range includes bivvies,overwraps, shelters, umbrellas, bivvy tables, sleepingbags, luggage bags, holdalls, weigh slings, mats andtackle boxes.

Nearly 40 new products are included in the line-upand together with several new and highly specialisedboilies, scents and powders – as well as new clothing,alarms and accessories – they are set to mark anexciting new carp season for Prologic enthusiasts.

Products to be found in Prologic’s New Greenrange include the Tackle Organiser, new for 2011and featuring many cool details and opportunities tocustomise to suit the angler’s own needs. Prologicsays that the reasonably priced product is ideal forstoring all carp gear.

The Tackle Organiser is a 6+1 box system with

The new 6+1 Tackle Organiser (above)and Weigh Sling (below) are starproducts in the New Green carp range.

one big lure box and four smaller ones plus a rigboard which all fit into the large box.

Also included in the programme is Prologic’s NewGreen Weigh Sling. It comes in two different sizesand is made of fish-friendly soft PVC material. Inaddition, it features a soft PVC mesh drain.

The whole product range is available this year andis being followed by a consumer advertising campaignin a series of fishing magazines across Europe.


?Want to know more about Svendsen?Here’s how to find them...Tel: +45 46 191913 Email: [email protected]: www.prologicfishing.com or www.facebook.com/prologicfishing

Prologic has developed the ideal camouflage colour,and used it to build an exciting new range for 2011.

There’s no hiding it – NewGreen is ideal for carp!

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NEW OFFICE CONTACT FOR EFTTEX EXHIBITORSEFTTEX exhibitors will have a new contact this yearfollowing the resignation of EFTTEX Co-ordinator SallySteel. Sally is leaving the EFTTA Secretariat after threeyears in her post to go travelling and will be replaced byHelen Downey. Helen will be the first point of contact for

EFTTEX exhibitors in the run-up to the show in June.Said Sally: “I have enjoyed my time at EFTTA. I am

confident that EFTTEX 2011 will be a great success andwish the Secretariat and exhibitors good luck. I am sorryto be leaving behind such a fantastic team and thank

them for making my time at EFTTA so wonderful.”Helen said: “I look forward to making contact with all

the exhibitors booked for EFTTEX 2011. If anyone hasany questions, please feel free to contact me.”

Helen can be emailed at [email protected].

THE EFTTA LOUNGERETURNS TO CHINAFISH FOR 2011

For the second year running EFTTAwill be welcoming visitors to itscustom-built lounge at China Fish2011. The special 60sqm boothis bigger than before and has been

designed to help western buyers enjoy a morecomfortable and efficient environment to dobusiness and meet customers at China Fish.

EFTTA CEO Jean Claude Bel said: “Thelounge was greatly appreciated by all thepeople who visited it last year – and that was

not only for the coffee and cakes which werewell received in the cold environment.

“It has been designed to offer a comfort-able seating area where you can meet yourcustomers and suppliers and enjoy freeinternet access, refreshments and interpreterservices.”

Staff from EFTTA will also be availableto help visitors and provide information onEFTTA and the forthcoming EFTTEX 2011,which takes place in Amsterdam in June.

The lounge will be open to allwestern buyers, EFTTA members andnon-members and representatives ofother trade associations such as ASA,JAFTMA, AFTA, AFFTA, ATA, BVA,GIFAP and FIPO.

EFTTA has a successful relation-ship with China Fish and JeanClaude Bel said: “Our relationshipwith China Fish is very importantto us. China is the factory of theworld and we try to make the globe

smaller and collaborate on such hot issues astrademarks, patents and safety standards.

“We have regular contacts during the showand keep in touch throughout the year. Wehave to show we are an active industry withan active trade association involved every-where things are happening.”

As part of its co-operation, China Fish willbe hosting an equivalent facility at EFTTEX2011, where officials of the Beijing showcasecan welcome eastern buyers, visitors and ex-hibitors onto its stand to provide informationon its current plans and projects, IPR issuesand other relevant information.

Jean Claude Bel added: “EFTTA andChina Fish both agree that providing thebest support possible to our members is veryimportant when they travel thousands ofmiles from home.

“We hope our members will use thesefacilities and find them useful. Both tradeassociations are looking forward to meetingmembers in 2011.”

“You can meet suppliersand enjoy free internetaccess, refreshments andinterpreter services.”– Jean Claude Bel

EEFTTAFTTATRADING WITH

The voice of the European Tackle Trade

EFTTA CEO Jean Claude Belwill be at the stand (below).

Once again, EFTTA members and western visitors canrelax and catch up on business at the custom-builtEFTTA Lounge, which is returning to China Fish after asuccessful debut last year.

SUPPORT FOR YOUNGSTERS FROM EFTTA AND ITS MEMBERS

COMPANY ADDS SUPPORT FOR MILITARY CHARITY

Richard Wheatley – the Englishmaker of fishing tackle sundriessince 1860 – is doing its bit forthe country’s ‘Fishing for Heroes’charity.

The charity provides thera-peutic fly fishing for military warveterans who are suffering fromPost Traumatic Stress Disorder(PTSD).

To help the charity, the EFTTAmember has produced a setof four aluminium boxes thatare printed with the ‘Fishing forHeroes’ logo and has donated 10%of the price to the charity.

Mark Woof, Managing Directorof Richard Wheatley, said: “Thecharity is a great scheme andwhat is really encouraging for us

is that the boxes are selling reallywell.”

The company has justcompleted its 150th anniversarypromotions, which included 50limited edition reproductions ofthe original fly box/wallet linedwith cork steel, which was firstproduced by Richard Wheatleyin 1860.

Woof said: “We have beendelighted by the success of ourpromotions – the reaction of thetrade and our customers havebeen extremely positive.

“We were keen to emphasisethe traditions of the companyalong with the superb innovationsin aluminium finishing that arenow possible.”


EFTTAT R A D I N G W I T H

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

“In March last year the EFTTA Board voted toset aside 15% of EFTTA profits to supportyouth projects in Europe.”

Richard Wheatley, the UK manufacturerof fly boxes and accessories, hasannounced ownership changes in thecompany which have seen the appoint-ment of two new Board members.

Joining Managing Director Mark Woof on the Boardis Alan Gnann, CEO of US business REC Components,and Clive Edwards, who manages the RichardWheatley museum. Each of the three partners willhave an equal share in the business.

The move follows the retirement and resignationfrom the Board of Mark’s father John Woof, whohas been associated with the business for morethan 30 years.

REC Components has been the exclusive NorthAmerican distributor for Richard Wheatley and co-

manufacturer of Wheatley productssince 2007.

“We have been proud to play a rolein the development of the Wheatleybrand in North America and in thecreation of several new products,such as our unique GraFxanodised fly boxes,” saidGnann.

“In 2011, REC’s develop-ment efforts will provide theopportunity to introduce

several new products and at the same timeexplore ways to leverage the Wheatley brandglobally on a broad range of fly fishing-related products.”

Clive Edwards is an authority on thecompany’s products and history. He hasan extensive collection of vintage Wheatleyproducts and memorabilia and runs thevirtual Richard Wheatley Museum.

“I am pleased to be an active partner inmaintaining the Richard Wheatley traditionfirst established in 1860,” he said.

Mark Woof has been associated with thecompany since 1980 and took over owner-ship with his father in 1988. As ManagingDirector he will continue to be responsible

for day-to-day operations in Malvern, UK assisted byhis brother Nick. “The combination of the partners’experience in manufacturing, marketing and productdevelopment will significantly strengthen the com-pany whilst continuing its tradition as a premiumbrand known throughout the world,” he says.

Major Board changes for UK’s Richard Wheatley

The new Richard Wheatley Board (from left): Mark Woof, Alan Gnann and Clive Edwards. “Ourcombined experience will significantly strengthen the company,” says Mark Woof.

Four organisations have been handedcash grants from the EFTTA Board aspart of its Youth Grant Scheme 2010,which was set up to support fishingprojects across Europe.

‘Let’s learn to fish!’ based in theSouth Savo district of Finland, hasbeen awarded a grant of €4,000 fromthe EFTTA Board and its sponsors,

EFTTA members Finlandia Uistin,Kuusamon Uistin, Jigwobbler,Wakefishing and Eumer.

In the region there are 120 com-prehensive schools and 15,000 pupilsunder 16 years of age. The project isaimed at teaching angling theory andpractice to 5,000 youngsters. As partof the scheme, the money from the

EFTTA Board together with that fromthe EFTTA member sponsors will helpto pay for advisors and fishing tackle.

In England, the Development ofAngling to Young People within theDerwent Valley has received a com-bined total of €4,000 from the EFTTABoard and Hardy & Greys. The projectdelivers 12 monthly sessions a year toyoung anglers in the Derwent Valley –a picturesque part of rural North EastEngland which is dominated by oneof the country’s top trout and salmonwaterways – the River Derwent. Thefunding from EFTTA and Hardy &Greys will be used to purchase 15 fullsets of fly fishing tackle suitable forriver trout fishing.

The International Baltic Sea YoungAnglers Camp, based in the summercapital of Estonia, Parnu, will receivea total of €2,000 from EFTTA and itssponsors to buy fishing tackle and

materials. Sponsored by Normark(Normark Eesti Ou and NormarkLatvia SIA), the project teaches youngpeople from Finland, Estonia andLatvia about waterway conservationand sportfishing.

The fourth successful application,which will receive €2,000, is FishingFor Knowledge, a Daiwa Sports-backedproject run by Solway Heritage.

Fishing For Knowledge is a schemewhich aims to provide angling experi-ences for youngsters in the river catch-ment area of Dumfries and Galloway, inScotland. The money is being spent onequipment and educational materials.

In March 2010 the EFTTA Board setaside 15% of EFTTA profit to supportyouth projects and the Associationpledges to match the sponsorship froman EFTTA member up to €2,000.

For further details on the schemecontact [email protected].


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

you needproductsto knowabout

10Below: the XCalibur Xr50 rattle

bait with eyes at the back.Bottom: the new Square Lip,

designed to attract ‘spooky’ bass.

Exciting new ergonomiccrankbaits from XCaliburthat ‘cast like bullets’Among XCalibur’s exciting new offerings for 2011 are the new series of SquareLip shallow-running crankbaits and a whole new line of Xr50 rattle baits.The Square Lip wobbles with a semi-roll to show its flash to bass down below,while its silent swim projects a realistic baitfish look, sound and feel throughwater displacement – considered a real plus when bass are spooky or inclear water. Three sizes ensure anglers can match the hatch. The AltonJones model Xcs100 is two inches long and weighs 1/2oz; the TimHorton Xcs200 is two inches and 5/8oz; and the Edwin EversXcs300 is three inches and 3/4oz. It comes in 14 differentcolour patterns and the MSRP is $6.99.

The new line of XCalibur Xr50 rattle baits is the result of anew and painstaking painting process that has produced arealistic, muted finish that looks and feels like a shell-coveredcrawfish. The 3D eyes previously at the front have been replacedwith raised, blood-red crustacean eyes on the back of the bait. Blacknickel in-line hooks ride up against the body to reduce snags, while theergonomic shape allows it to be cast like a bullet. It comes in seven colourpatterns with a MSRP of $6.99.What the makers say: “The Square Lip lures cast like a bullet and bounce offcover looking like a dazed and confused baitfish. The lip design allows it to bethreaded through thick cover and come out the other side, a real temptationfor bass. The Xr50 is among the most effective lipless crankbaits on themarket and the addition of the Real Craw line-up makes it even better.”

Business contactsTel: +1 479 782 8971 Email: [email protected]: www.lurenet.com

Each month the product editors at Angling

International select the most exciting new

tackle being brought to market. To help you

decide on their appeal to your customers, we

will include insight from the manufacturers so

you can start doing business immediately.

1



10A strong lure for sea bass

3

Lures designed for street fishing

A huge new range from Scientific AnglersScientific Anglers has set its sights on the evolving Spey markets with the introduction of 70 newlines for all casting styles. The new SASPEY lines and tips – all featuring Scientific Anglers’ ‘SA ID’marking system so that fly anglers always know what line is on their reel – include Spey Evolutionlines in 420 to 680 grain weights for all-round big water, big fish situations.What the makers say: “Whether you are fishing ‘up close and personal’ or fine and far off, theSpey Evolution floating lines are the perfect all-round choice for salmon and steelhead anglers.They have a short rear taper and small diameter running line for exceptional distance and control.”

Reels for jigging for catfish and carp

Business ContactsEmail: [email protected] Website: www.carson.it

Carson’s new high capacity Domino reel features an ultra high capacity, perforatedaluminium spool and progressive micrometric front drag. The Italian manufacturer hasalso incorporated a five SS ball bearings ‘one-way’ clutch, an unlimited anti-reverse system,ergonomic knob and aluminium handle.What the makers say: “Specially designed for jigging for catfish and carp, the Dominohas power and reliability when going for the big fish.”

Delalande, the French manufacturer of soft lures, has created a new range –composed of small vibratory lures and micro jigheads – for street and rock fishing.Included is the Streetbait, a lure that emits strong vibrations. The tail incorporatesthree balls and a ‘beater’ at the rear, providing high mobility and a slow descent timeto the bottom.What the makers say: “When you understand that most bites occur on the descent, youcan imagine what this lure will do when mounted on a micro jig in cast and catch or invertical fishing!”

4Business contactsTel: +1 866 587 6747 Website: www.scientificanglers.com

Japanese lure manufacturer Duel has gone hardcore. It has launched the HardcoreMinnow, which it says has the strongest reinforced body, with wire throughout itsconstruction. In addition, a magnet weight transfer system enables longer casting.The floating lure weighs 16g, is 120mm long and comes in 11 different colours.The dimensions of its sinking counterpart are 20g and 120mm.What the makers say: “The powerful wobbling action attracts monster sea bass. It is effective notonly for sea bass inshore or in estuaries, but also for a wide range of fish, including dolphinfish,flatfish, yellowtail and kingfish. It is especially good in open seas and murky waters.”

Business contactsTel: +33 247 736565 Email: [email protected]: www.delalande-peche.fr

5

Business contactsTel: +34 9330 01412 Email: [email protected]: www.duel.co.jp

2

Surf anglers can now experience long casting with powerful, yet lightweight IMX graphite blanksthanks to the new IMX Surf rod series from G.Loomis. Available in 13 spinning models in lengthsfrom 8ft to 11ft, they are designed with unique features that include a Sure Grip Technologyhandle design, an adjustable reel seat and tangle-proof Fuji K-Frame Alconite guides.What the makers say: “Our manufacturing technologies allow us to design a rod with a fastrecovery rate and with it casting distance. With the 13 rods available, we’re able to provideanglers with the lengths, power and actions needed to fish everywhere.”

Business contactsTel: +45 46 191 913 Email: [email protected] Web: www.prologicfishing.com

Stretch technology from Gruppo DP

Business contactsTel: +1 39 010369 6846 Email: [email protected] Website: www.gruppodp.com

Business contactsTel: +1 800 274 4626 (tackle shops); +1 800 353 3671 (fly shops) Website: www.gloomis.com

For years Prologic has been working with carp and specimen anglers across Europe to come upwith a green colour to blend in perfectly with waterside environments and function as a universal,all-season camouflage tone. The result is what ProLogic is calling ‘New Green’, although thecompany’s developers admit to being surprised that it is actually more brown thananticipated. Now the four-season blend has prompted the launch of a whole newrange of bivvies, domes, covers, bags, holdalls, carp sacks, mats,weighing slings and more, all in the new colour.What the makers say: “These new products have been welcomed with greatenthusiasm and excitement at trade shows during the fall of 2010 and nowthey are ready to hit the stores for the 2011 season. They are perfect foranglers who value a natural, stealthy approach.”

Versatile line designed to last longer

Multi-feature surf rods fromG.Loomis that cast forever

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Business contacts:Tel: +39 0583 709036 Email: [email protected] Web: www.p-line-europe.com

Perfectly camouflaged bivvies and more

7 Nylon stretches and over time this reduces sensitivity and hookset power, whilefluorocarbon just stretches a little, says Gruppo DP. But now the Italian line companyhas come up with monofilament technology in two of its lines that it claims overcomesthis flaw. One of these – the Asso Ultra Low Stretch – has the lowest stretch for a nylonmonofilament (18%) and yet boasts strong knot strength. The Asso Fluorocarbon HighStretch (left) has a double stretch factor (35% to 40%) compared to standard lines, andoffers natural hook presentation.What the makers say: “The Asso Ultra has minimum stretch, but enough shock resistanceto avoid pulled hooks and lost fish, while the Asso Fluorocarbon High Stretch is particularlysuitable as a leader and can be used with a low stretch braid and mono main line.”

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Voltage is a tournament-grade copolymer line extruded using P-Line’s UV-Guard technology. Byadding a UV inhibitor during the extrusion process, the company says it has created a line thatshields the sun’s rays, ensuring a longer life on the reel without losing valuable breaking strength.What the makers say: “It has always been a challenge to find the perfect line with just the rightamount of abrasion resistance, castability and breaking strength without having to go to theextreme of using small or large diameter line. Whether you are loading a spinning reel to fishthe flats, or putting ten baitcasters on the deck of your bass boat, Voltage is the line that willeasily win your trust.”



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Business contactsTel: +1 305 852 8989 Email: [email protected]: www.flyingfisherman.com

10Flying Fisherman has redesigned its NeopreneSunglass Retainer Collection for 2011, offering 16new soft straps with a series of screen-printed graphicgame fish designs. The lanyard is made from ultra-soft neoprenematerial that is comfortable to wear, hand-washable and attachedby moistening the temple ends of the glasses and inserting theminto the tube-shaped ends until snug. The new straps are availablein a variety of freshwater and saltwater designs. A plain backfloating neoprene strap is also new to the collection, which offersfloating, braided and rubberised lanyards.What the makers say: “These stylish lanyards help prevent theloss of sunglasses.”

New screen-printedsoft straps fromFlying Fisherman

Companies that want your business

[email protected]

Advertise with us. One annual fee. No hidden extras.(a) 1cm x1 column for €288 or £250 or $400; (b) 2cm x1 column for €438 or£380 or $608; (c) 4cm x1 column for €807 or £700 or $1121

Angling International Magazine - February 2011 - 37

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Transcript of Angling International Magazine - February 2011 - 37