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Mustad left EFTTEX 2026 in Barcelona with two prestigious Best New Product Awards, the satisfaction of working on a busy booth and renewed confidence in its strategy to evolve beyond its hook-making heritage.
Its team described this year’s exhibition as a commercial and branding success, with a constant flow of retailers, distributors and trade partners visiting its stand throughout the three-day show.
“Barcelona proved to be an excellent venue,” Lovro Vudrag (pictured below centre), Mustad EMEA Marketing and Design Manager, told Angling International. “It created a positive atmosphere for business, networking and product presentations. EFTTEX once again demonstrated how important it is to have a strong trade platform for the European fishing tackle industry.”
While hooks remain synonymous with the Mustad name, the company arrived in Barcelona determined to demonstrate that its ambitions now extend much further. Alongside its latest hook innovations, it showcased developments across its expanding portfolio of lures, rods, bags, tools and accessories.
The strategy clearly resonated with visitors and judges alike as it claimed two EFTTEX Best New Product Awards for its core products, winning the Carp, Feeder & Coarse – Hooks, Rigs & Accessories category with its BBS Curve Shank Carp Hook and the Spinning & Baitcasting – Hooks, Rigs & Accessories category with its Hybrid InLine Treble Slick Coating, while also being recognised in the Apparel & General Accessory section with its 24-inch Insulated Kill Bag.
The award for the BBS Curve Shank Carp Hook was particularly satisfying for the company. “Carp, feeder and coarse fishing are hugely important disciplines across Europe,” explained Vudrag. “To receive recognition in such a competitive and specialised market confirms that we are bringing genuine innovation and performance to anglers.”
Both winning hooks also feature Mustad’s new SLICK Coating technology, which made the recognition especially meaningful. Designed to reduce friction and support faster, smoother penetration, SLICK Coating represents an important step forward in hook performance and is a key part of Mustad’s latest hook development.
The Hybrid InLine Treble award was equally significant, reinforcing the company’s continued investment in technical innovation for predator fishing. Together, the two awards show how Mustad is applying new technology across different fishing disciplines while continuing to build on its core strength in hooks.
Beyond the trophies themselves, Mustad believes the awards recognise the engineering, testing and product development that underpin every new launch. “Our teams invest enormous time and passion into creating products that perform in real fishing situations,” Vudrag said. “Industry recognition validates that work and gives confidence to both our retail and distribution partners. Ultimately, anglers decide whether a product succeeds, but awards are an important sign that we are moving in the right direction.”
Although overall attendance remains a talking-point at EFTTEX, Vudrag said the quality of visitors mattered far more than headline numbers. “Our stand was busy throughout the show and we met exactly the people we wanted to meet – decision-makers, long-standing partners and prospective new customers. For a trade exhibition, quality is just as important as quantity.”
Looking ahead, Vudrag believes there could be opportunities for EFTTEX to evolve further by introducing carefully selected consumer-facing elements alongside its established B2B format to create even greater momentum around the event.
Like many manufacturers, Mustad has faced market uncertainty, cautious consumer spending and increased costs linked to logistics, energy and international trade. Nevertheless, Vudrag said it has continued to strengthen its position by focusing on product quality, innovation, availability and close relationships with its global network of partners. Those foundations leave Mustad optimistic for the year ahead.
“There are external factors that no company can fully control. However, demand for quality fishing tackle that delivers genuine performance, reliability and value remains strong.”
With more than 185 years of heritage behind it and a growing portfolio beyond hooks, Vudrag believes the response at EFTTEX, combined with its award-winning product development, provides every reason to look confidently towards the future.
