Pure Fishing’s ‘incredible’ team hailed after awards double

The double success of Pure Fishing in the EFTTEX Angler’s Choice Awards is a tribute to the ‘incredible’ team at the world’s largest supplier of fishing tackle.

The company was successful in the Saltwater Fishing category with its PENN Authority spinning reel – already a winner at the world’s largest tackle trade show, ICAST, last year – and for its Advent Calendar, a collaboration between its Berkley and Abu Garcia brands entered into the Apparel and General section of the awards.

Ralph Dijk, Pure Fishing EMEA Director, told Angling International: “I cannot emphasise enough that it is great recognition for the hard work that our category and R&D teams have put into the development of meaningful innovation. Product development during the pandemic has not always been very easy, to say the least.

“Limitations in travelling and situations with parcels that went missing are a few examples of the challenges we faced. It says a lot about the incredible team we have here at Pure Fishing, not only our product and marketing teams, but in every department. When you add that to our exciting and broad brand portfolio and our innovative products, then you know it’s the perfect mix of elements.

“These awards are testament to all of these attributes, and that is why we are the preferred partner of all our customers and consumers in the industry.”

Dijk added that winning awards at major shows is a very useful marketing tool. “Both our valued retail partners, as well as the anglers, are bombarded with many products every day from a whole host of brands. Knowing that Pure Fishing offers award-winning products consistently across various categories allows the angler as well as the fishing tackle retailer to confidently make a buying decision and take away a lot of guesswork.”

The first-ever EFTTEX Angler’s Choice Award was also welcomed by Dijk. He explained: “At the end of the day, we are passionate anglers who take pride in making great products for fellow fishermen. Therefore it is extremely important to the team that the awards are given by those who recognise the benefits and value the products offer.

“We are humbled, proud and very happy to receive these accolades from angling enthusiasts like us.”

Two Pure Fishing brands also captured runners-up recognition. Plano secured the accolade for its EDGE Flex storage units in the Apparel & General category, while iconic rod maker Shakespeare came second in the General & Coarse section for the SKP B1.