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Pure Fishing confirms its place at EFTTEX Best New Product Awards


The world’s biggest supplier of fishing tackle has thrown its weight behind EFTTEX and the Best New Product Showcase.

Pure Fishing, a winner of nine awards in last year’s Digital event – including two Angler’s Choice awards for the PENN Authority reel and the Abu Garcia / Berkley Advent Calendar – has confirmed that it will be taking part in the awards, which will be the highlight of the European fishing trade exhibition in June.

Ralph Dijk, Pure Fishing’s Director of Marketing EMEA, told Angling International: “We were immensely proud of our performance last year and look forward to showing the trade and consumers alike the latest innovations from Pure Fishing.

“For the team that puts so much effort into innovation and developing new products that catch fish and make the sport more fun, nothing is more rewarding than to see that hard work being recognised. It is also great that both consumers and retailers can see what Pure Fishing is achieving.

“It also confirms that we are close to the angler and constantly deliver. We have consistent innovation that makes us a reliable partner especially in these days of high inflation when retailers and anglers have to be careful of what they buy. They can be safe in the knowledge that Pure Fishing can be relied upon to help them make the right decision.”

Of its award-winners last year, Dijk said that the double success of Plano – acquired by Pure Fishing in April 2021 – made him feel very proud. “It is always special when a new member of the family is recognised.”

He also singled out the success of Berkley’s Sick Braid & Fluorocarbon two-in-one – runner-up in the spinning and baitcasting category – as an example of the teamwork between its product developers in Europe and scientists in the lab in the US.

“It was the pinnacle of cooperation between our teams in Europe and the US to develop a totally in-house product with no travelling because of the COVID restrictions.”

The newly introduced Angler’s Choice award also delivered ‘the cherry on the top’ for Pure Fishing when the Authority was voted best saltwater reel. “If there was any brand that is made for the consumer it is the ‘indestructible’ reels from PENN.

“It was great that anglers were given a vote, but I would have liked it to have been one winner from all the categories – just like they do at ICAST. It would make it even bigger and more impactful.”

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