In his 34 years with the company, Den Stulc, executive vice president at Pure Fishing, says he has seen a lot of changes in the business.

“We started in the 1930s as a domestic company,” he notes. “Now we are selling products all over the world. We've gone from a U.S. company to a global fishing tackle business.”

Pure Fishing claims to be the largest fishing tackle company outside of Japan. As a privately owned company, Pure Fishing focuses primarily on sports fishing. “[The company] is dedicated to helping anglers worldwide to have more fun catching fish,” Pure Fishing says. Stulc adds that it is a pleasure for Pure Fishing co-workers “to spend their days dreaming up more innovative products that catch more fish and to contribute to helping improve the world's fishery resources.”

The company operates under five strategic principles: Treat others as [the company] would like to be treated; the angler is [the] boss; whatever [Pure Fishing] chooses to do, do it outstandingly; the world is [its] marketplace; and financial strength creates opportunity.”

Brand Focused
Pure Fishing carries product brands known everywhere in the world, the company says.

“We're fortunate that we have a lot of strong brands,” Stulc explains.

Pure Fishing's portfolio includes Berkley®, Abu Garcia®, Fenwick®, Seven-Strand®, Stren®, Mitchell®, Spiderwire® and Johnson®.

“These brands create a portfolio that is one of the strongest - if not already the strongest - for both saltwater and freshwater fishing,” he says. According to Stulc, fishing is one of the largest outdoor sports in the United States, with an estimated 60 million people who fish annually.

“We work hard to get people to fish and work with products that will exceed expectations in catching fish,” he states. “When [customers] purchase from us, they know they are purchasing the best fishing tackle in the world.”

Pure Fishing continues to expand its portfolio by introducing new products every year. Stulc notes that the company holds an annual national sales meeting, where it presents the new product to the industry.

Berkley - the flagship brand of Pure Fishing - has introduced Berkley Gulp!®, one of the first fully biodegradable artificial baits, Stulc explains. Gulp! is water-soluble and it releases scents and flavors into the water 400 times faster than conventional scented baits, the company adds.

Another product developed in 2004 was the Vanish® Transition, a 100 percent fluorocarbon fishing line that contains a photosensitive coloring “that physically changes color above water for higher visibility to the angler, yet is virtually invisible under water so the fish don't see it,” the company explains.

What's In a Name
Stulc notes that the company's name says it all. “Our name, Pure Fishing, is very specific,” he states. “Our sole dedication is to the fishing tackle industry.” With customers that range from mass merchants to sporting goods dealers and wholesalers to independent tackle dealers, Pure Fishing says it is proud of the excellent service and product quality it offers to its clients.

“We're proud of our customer service,” Stulc notes. “If someone needs a reel to be repaired, we will repair it within 24 hours.” He adds that orders within the North American market are shipped within 72 hours.

“Our company is very worker-based,” Stulc explains. Pure Fishing refers to its employees as a community of “co-workers” and families committed to following the company's five strategic principles. “The company works together, supports each other, and strives to make a difference in the lives it touches and the legacy it created at Pure Fishing,” the company adds.

According to Stulc, the co-workers go through orientation and ISO quality training as well as hands-on training. “Our co-workers all know multiple jobs and they do it cooperatively,” he states. He also says that the company values education, and it encourages and supports its co-workers' desire to seek more education.

More Than a Business
Pure Fishing says it is focused on the environment. “Catching a fish is the customers' pursuit that depends entirely on having a clean and healthy habitat to fish,” Pure Fishing states. “If you're trying to be the best fishing tackle company in the world, you have to have a balanced program and you lead by example.”

Pure Fishing believes, however, that what has been done can be undone. As a worldwide effort, the company is working with anglers and the sport fishing industry to ensure better fishing opportunities in the future.

The company supports the Endangered Species Act, Catch and Release programs and the United States National Hatchery Recovery Plan. “Fishing is much more than just a business, it's a passion,” Pure Fishing explains. “It's about nature and the outdoors, the water, the excitement and the good times in the company of family and friends.”

Continuous Expansion
Although the fishing tackle industry has been stable over the last many decades, Pure Fishing says it continues to grow in the market. The company has expanded its operations to 19 countries, and has approximately 1,000 co-workers who speak 28 different languages.

“[Pure Fishing] is the only worldwide fishing tackle company offering anglers everywhere the fishing products they need to catch the fish they pursue,” the company explains.