Sound tech innovator promises to bring the noise to EFTTEX

When the doors open at EFTTEX in Brussels later this month one exhibitor certain to capture the attention of dealers, distributors and predator anglers will be US-based Livingston Lures.

Renowned for its pioneering Electronic Baitfish Sound technology (EBS Technology™), the San Antonio-based brand is making a bold push into the European market with a line-up purpose-built for pike, perch and zander.

At the centre of the showcase are three headline lures – the Critter, Menace and Mustang. Each combines precision-engineered action with the proven sonic edge of EBS Technology, which replicates the natural sounds of live baitfish. In field tests conducted by the Texas State University Biology Department, the technology has demonstrated the ability to call predators from up to three times the distance compared to conventional lures relying on rattles or metal balls.

Critter – A broken, fluttering descent mimics an injured baitfish; it is a deadly trigger for perch and pike, especially in stained waters.
Menace – A soft plastic jerkbait with a triple tail and aggressive fall, perfect for pull-pause retrieves or vertical presentations, amplified by distressed baitfish sounds.
Mustang – A powerhouse swimbait with an oversized paddle tail that delivers a heavy thump and roll, designed to tempt trophy-class pike and musky.

Beyond lifelike action and sound, Livingston’s engineers have taken innovation further. These new lures are designed to enhance visibility and detection on forward-facing sonar, thanks to a patent-pending technology. This breakthrough enables anglers to clearly track lure presentation and predator response in real time – providing a decisive edge on the water.

“These lures showcase our mission to blend science and fishing,” says Erick Arnoldson, VP of Sales and Manufacturing at Livingston Lures. “They give anglers a measurable advantage in some of the most challenging predator fisheries.”

Adding star power to the launch, pro muskie and pike angler Steven Paul will be live at Booth G16 to demonstrate the line-up and sharing insights into their effectiveness in European waters. Visitors are also encouraged to stop by the New Product Showcase, where the Menace and Critter will headline Livingston’s dedicated European range.

To further amplify its presence across Europe, Livingston is collaborating with the Pecheur.com TV series, YPC Bank and YPC Boat tournaments, the Kanalgratis YouTube channel and a range of leading magazines and digital platforms – ensuring anglers throughout the continent discover the full advantage of EBS.

For those attending EFTTEX 2025 on September 10th to 12th, at the Brussels Exhibition Centre, the message is clear: predator fishing in Europe is about to get louder, smarter and more effective.

Since its founding in 2012, Livingston Lures has consistently pushed beyond convention, merging angler-driven design with EBS. With this year’s European appearance, the company is positioning itself not just as a lure manufacturer but as a serious partner for anglers chasing every possible edge.