Exclusive interview: new Mustad CEO promises innovation and supply solutions

Meet the new man at the helm at Mustad. Norwegian Arild Aakre was appointed CEO of the company just before Chrismas and here, in an exclusive interview, he reveals his fishing credentials and his priorities for the iconic brand.

Tell us about yourself and career? I am 48 years old, born and raised in Aalesund, Norway, which has the biggest fishing harbour in Norway. I have three children who love traveling the world, but the highlight every summer is our two weeks on a small island with ten inhabitants on the west coast of Norway, where we go fishing every day, and most dinners are based on what we catch. I have worked my whole career internationally within various industries. This includes a decade in the seafood trade which probably influenced me the most. For me, seafood is so underrated, healthy and great tasting – as long as you do not overcook it!

Are you a fisherman? I do love fishing, but after meeting some of the people here at Mustad, including a World Champion, I have to emphasise I am an amateur. However, I do spend two weeks every summer on the west coast of Norway where I grew up, fishing every day, just like I did in my childhood I pass that along to my children – and they love it. How often can I spend seven hours with my 12-year-old son without him looking at the phone? I have also had the pleasure to fish off Florida a few times – including successful marlin fishing. I tell basically everyone I meet to put that on the bucket list. What a great experience.

How did the move to Mustad come about? After two years working in an industry where I did not have the passion like I had in my previous career I was looking for something new. Then I got a phone call from a headhunter about Mustad – and I was hooked from the very beginning!

What attracted you to Mustad? I come from a family of fishermen. My grandfather had a small fleet of fishing vessels, my father worked in the fishing industry for some of his career and with a mother raised on a small island with less than 50 inhabitants. My family has used Mustad tackle for generations. I still have old long lines with Mustad hooks hanging in the boathouse, probably 100 years old, so when I was asked to lead the iconic Mustad brand, there were no doubts in my mind. I knew Mustad had become an international brand, but I have been impressed with the strong standing it has across the world.

How are you settling in? I have to say, I’m thoroughly enjoying every minute of it so far! It’s a privilege to join such a passionate team. During my first two weeks, I’ve had the opportunity to meet with some of our amazing people in the US, Europe and China. The enthusiasm and commitment for creating great fishing experiences have been phenomenal. The cliché about the job becoming a lifestyle seems to hold true at Mustad – and I believe many of us were already avid anglers before joining. Most of our lunch discussions have revolved around fishing, which has been fantastic.

What do you see as your immediate priorities for Mustad? As a market leader in hooks, our immediate priority is to stay at the forefront of innovation. Strengthening our focus on innovation is crucial. In recent years we have acquired two innovative companies, LIVETARGET and Tuf-Line. While we’ve faced some production challenges with these products, we are confident in their immense potential. This year, we’ve launched a substantial number of innovations that have been well received by our customers and consumers. Given that fishing is a local activity, supporting the market with great innovations is key. Additionally, as a market leader, it’s essential to be a reliable supplier. With over 5,000 different hooks in production, ensuring smooth logistical operations is a given.

What is your take on the fishing tackle industry? What challenges is it facing? COVID created a logistical nightmare for the industry as it did for other industries with long lead times and unusually high demand during the pandemic and high inventories throughout 2024. We do expect the market to normalise in 2025. Given the US market is the biggest sports market, we are expecting it to grow with the increased interest in fishing among people in the age group of 20-25-year-olds. Sustainability will continue to play an important part going forward. We started a massive project to change packaging on our more than 11,000 products three years ago to reduce the use of plastic and we are happy to see others are following.

What are you relishing most about your new role? At Mustad I can combine my passion for innovation and fishing – and working with people who share the interest for fishing around the world

Why do you think you are suited to the role? The passion and the love for fishing is prevalent at Mustad, I share that passion and with my experience from other industries I am sure we will strengthen our position in the market.