Industry interview: return of EFTTEX proves its worth despite reservations

Istvan Pal – Managing Director of Hungarian tackle supplier Energofish – is a staunch supporter of a European trade show, but he admits he travelled to Brussels for the latest show with reservations. However, it proved to be essential for his brands.

What was Energofish looking to achieve at EFTTEX/were you successful?
Istvan Pal: We travelled to Brussels with some reservations as the last EFTTEX held in a western European city was back in 2019. We knew many companies would not be attending, so in the weeks leading up to the show we personally called more than 100 of our partners. Around 30% confirmed positively and we were very pleased to see that the majority of them attended and enjoyed the event. In terms of new potential partners, we kept our expectations very conservative, so it was a great satisfaction for us to see more than ten promising new connections emerging on the horizon.

Did you secure new distributors/business?
In our view, the era of traditional distributor partnerships are largely a thing of the past in most countries. The market has changed and fishing tackle retail has been transformed. Webshops have outgrown the scale of wholesalers, while some large fishing stores are facing serious business difficulties. That said, among the promising new partners we met, there are indeed a few with significant potential.

Were you happy with the attendance and show overall?
I have attended at least 25 shows and remember the days when the aisles were packed. This is not that kind of show – but we knew that and expected it. In terms of numbers, attendance was modest, but in terms of quality, the visitors were very strong. Overall, the event was essential and valuable for Energofish. Our bait production has been the main focus for several years now, and a large number of partners confirmed that our product range meets their needs.

What were your thoughts on winning the awards?
It was very touching. The awards ceremony is always the highlight of a trade show. Winning with a reel (CXP Score) was a first for us and the recognition gave us great joy. With baits, we were hoping for good results, but winning both the top award with the Benzar Concourse Twister Smoke and runner-up (CXP Pro Fermented Boilie) went far beyond our expectations. Both products were developed and produced by Energofish, which made us especially proud.

What does it mean for the company?
These awards are strong confirmation that we are moving in the right direction. They show that our focus on innovation and bait development is recognised not only by our partners but also by the wider industry. It gives our team extra motivation to continue working hard and creating products that anglers can trust and retailers see the potential in.

And what does it say about the company?
It shows that Energofish is a stable and professional business. We have ISO certifications that prove our production is reliable and well organised. At the same time, we are flexible and creative, which helps us bring new ideas to the market.

What new products attracted the most attention?
We introduced a full range of around 500 SKUs under our Carp Expert brand, offering OEM production starting from as little as 100 pieces – even from a single pallet. We understand that the market cannot always purchase in huge volumes and that partners expect fast and professional service. Above the entry-level Carp Expert Smart range, our Neo and Pro lines were clearly structured and attracted a lot of attention.

Will you be attending EFTTEX next year?
We will definitely be there. For me, it is a personal mission to make sure small and medium-sized companies also have opportunities. The big players can organise dealer meetings in every country and cover expensive marketing channels from their budgets. For us, that is not possible, so we want to meet our European customers in one place over a few days – even if the costs are still a real challenge.

Final comments?
Overall, it was a successful show. I am very glad that Janet Doyle returned to the organisation and I am proud that my colleagues, who already contributed in 2023 and 2024, once again put their heart and soul into making sure the trade show continues. I am also happy that, as Europeans, we managed to stand up for ourselves and keep our place on the map of professional exhibitions.