US retailer launches ‘revolutionary’ line of environmentally-friendly baits

The owner of one of North America’s most iconic fishing stores – and a noted conservationist – has launched what is being described as a ‘revolutionary’ new line of baits.

Bass Pro Shops says that its Johnny Morris BioBait is an environmentally-friendly range of lures that points the way for fishing in the future, containing natural ingredients that break down faster than traditional soft plastics, making it safer for all aquatic life.

“We are excited to see the impact that BioBait will have on fisheries, the future of fishing and the outdoors,” said Morris, the founder of Bass Pro Shops.

The biological formula is composed of plant based materials that feed back into the environment. It is tear-resistant and said to last longer than competing brands. When discarded or lost in the water, it continues to break down and can be digested by aquatic life.

“BioBait is the perfect partner to reflect the unmatched dedication to conservation of Bass Pro, allowing anglers and outdoor enthusiasts to enjoy clean water and better fishing in a responsibly sustainable manner.”

“As a professional angler, I’ve tested just about every lure out there, and nothing compares to BioBait,” said Bill Dance, all-time fishing legend and member of the Bass Fishing Hall of Fame, National Freshwater Hall of Fame and International Game Fish Association Hall of Fame. “The lifelike movement and natural fish oil infusion make it irresistible to fish. But what really sets BioBait apart is its commitment to sustainability. It isn’t just a fishing lure, it’s a commitment to sustainability and success.”