“Best of Show” and “Best of Category” winners are selected by credentialed buyers and media who vote on products in the New Product Showcase, sponsored by Fishing Tackle Retailer magazine. This year saw 686 entries by 218 companies. Before the COVID-19 pandemic there were routinely about 1,000 annual entries.
Berkely is a Pure Fishing [https://www.purefishing.com/] brand, along with other iconic names such as PENN, Fenwick, Garcia, Mitchell, Shakespeare, Stren and others. Pure Fishing entries took 10 of the 30 awards in this year’s competition. Frabill and Plano Molding, brands acquired earlier this year when Pure Fishing bought Plano Synergy Holdings Inc., won four categories, including Boating Accessories, Soft and Hard Coolers, Fly Fishing Accessory and Tackle Management.
Pure Fishing kept the Plano Synergy product lines best suited to its market interests while selling hunting and archery brands to GSM Outdoors.
Pure Fishing’s 2021 performance marks a strong resurgence for brands many perceived as struggling, at least in terms of management marketing attention, when the business was controlled by Newell Brands from 2016-18. Sycamore Partners, a New York-based private equity group, now owns Pure Fishing.
The best boating accessory is Frabill’s Ultralight Conservation Net, with fish-protecting innovations like knotless, dipped, micro-mesh netting and a flat, linear bottom that reduces fish rolling while supporting the entire weight of the fish.
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