Talking tackle with Tom Ricks, Pure Fishing's Marketing Director
of rods and reels (continued)
Anglers are seeing more and more Mitchell offerings, especially available from
the major e-tailers. Can you tell us more about the product offering, and who
you envision is the perfect customer for a Mitchell branded reel?
Patrik Svensson, a long way
from home field testing in Florida
Ricks: Mitchell is another
example of the great heritage brands from Pure Fishing. The introduction of the
Mitchell 300 in 1948 revolutionized the industry. After more than 25 million
sold, the 300 is the spinning reel of choice for millions of anglers. Mitchell
will continue its tradition of creating innovative yet user-friendly designs to
appeal to practical anglers who love the pure joy of fishing.
This year, we’ll continue
to expand Mitchell’s offering in spinning reels, including the re-introduction
of the classic Mitchell 300. The updated 300 will stay true to the heritage of
the original 300, but modernized for today’s anglers, with outstanding
performance, feel and functionality.
Pure Fishing owns three of
the most popular line brands, Trilene, Stren, and SpiderWire. How do these line
offerings differ? What can we expect to see from these brands in the coming
Ricks: Each of these three
brands addresses a different group of anglers, and each has a very loyal
following. In fact, Stren, Berkley, and SpiderWire have the highest loyalty in
Trilene is the worldwide
leader in monofilament fishing line, with products for every freshwater
condition. But Berkley continues to innovate with products such as Trilene
Sensation®, Berkley Fireline® and Berkley Vanish. This
year, the world will see a new Trilene, which will literally be the best Trilene
ever – and that’s saying something. You’ll also see the next generation of
Stren has always been
about dependability, setting the standard for inventive fishing line. And Stren
continues to be a powerful brand today. Expect to see a new Stren line designed
for stronger, easier knots.
Spiderwire is our premium
brand of fishing line and the most trusted superline on the market.
Performance-driven anglers turn to Spiderwire for their most demanding
applications. This year, Spiderwire will introduce several new products,
including a new line which uses cold fusion technology, and an exciting new mono
designed in partnership with one of our Spiderwire pro staffers, the “G-Man”
a.k.a. Gerald Swindle.
Pro Staff member Katsutaka Imae
Turning to Fenwick. The
premium Techna AV rods were very popular among Enthusiasts, but in recent
seasons we have seen more of a shift in the company into more and more
mainstream and value offerings. Is this the direction the brand is going, or can
we expect more premium offerings down the road?
Ricks: You mention that
the Techna AV “was” very popular with enthusiasts. I think the rod is still
growing in popularity with enthusiasts. The secret is out on the Techna AV.
It’s one heck of a rod with the strength of a gorilla but it’s lightweight and
has superb feel.
Fenwick has a tremendous
heritage in fishing rods, and the fishing world will soon see a return to the
roots of classic Fenwick. Fenwick pioneered many of the technologies that you
see in fishing rods today – from quality blanks to cosmetics – and we expect
that trend continue. Look for Fenwick to not only create some buzz in the
freshwater segment, but also make noise in the in-shore and off-shore saltwater
markets, as well.
What can we expect to see
from Pure Fishing this season?
Ricks: You can expect to
see Pure Fishing continue to use cutting-edge technology and constant feedback
from our pro staff to deliver the right products at the right time with the
closing is there anything else you would like to say to TackleTour readers?
Ricks: First, I would
suggest your readers “bookmark” the TackleTour site. I’ve bookmarked the site
and so have most of my coworkers. This site is a fantastic resource for anglers
and our sport, and I hope Pure Fishing can continue to help to make this site as
useful and informative as possible. Second, I would like to thank TackleTour for
this opportunity and providing this awesome site.
And if you make it to
ICAST in July be sure to stop by our booth and check out all of our new products
for 2007. We’re pretty excited about the year to come, and can’t wait to share
all of the news.
Finally, I’d like to thank
our loyal anglers who continue to use and support our products. I’ll see you on
TackleTour would like to thank Tom Ricks for taking time out of his busy
schedule, and sharing some of company's future plans with TackleTour and our
readers. While we may have to wait until ICAST for the exact details TackleTour
is working closely with Pure Fishing to shed as much light as we can on the
upcoming products and solutions. So whether you are a die hard Abu fan, like
pairing your reels with Fenwick rods, or simply tie on with Trilene and Stren,
we can tell you that the best is indeed yet to come, and Pure Fishing promises
that this year at ICAST they are going to release a plethora of exciting new
products, many of which that will surprise and thrill even the most devoted Pure