Bait firm has ingredients to lift FOG

In another strategic move to bolster its leadership position in the global sportfishing industry, Foundation Outdoor Group has announced an exclusive distribution partnership with Swedish Bait Mechanics (SBM), a leading northern Europe bait manufacturer.

The agreement offers Foundation complete worldwide sales, marketing, and fulfilment rights to SBM’s diverse product line of fresh, high nutrition value (HNV) baits.

The agreement also provides Foundation – based in the USA but with a prominent European HQ – with exclusive distribution rights for Boatman bait boats across Scandinavia. 

Gary Benney, Foundation Europe’s vice-president of operations, explained: “We’re excited to add Swedish Bait Mechanics to our diverse product line.

“The carp fishing industry in Europe is immense and it continues to grow in North America, and partnering with an established leader, with the highest level of quality products, perfectly aligns with Foundation’s growth strategies and our efforts here in Europe.”

Based in Halmstad, Swedish Bait Mechanics was established in 2009 with the vision of filling an industry void and consumer need for quality carp baits.

From humble beginnings, it has established itself as the premier provider of HNV baits, primarily focused on carp fishing and offering a full line of bait boilies, hook baits and liquid attractors as well as fishing rods and accessories

SBM also maintains exclusive rights to sell and distribute Boatman bait boats in Denmark, Finland, Norway, and Sweden, which extends to Foundation Outdoor Group through the new relationship.

Foundation’s president and COO Brook Oliva added: “The ability to offer products that are tailored to European customers was a key consideration when we decided to invest in the Halmstad headquarters and distribution centre.

“We are proud to partner with Swedish Bait Mechanics and to offer their high-quality baits and Boatman bait boats to our growing customer base.”

SBM customers will continue to enjoy the highest quality baits and will also now benefit from shorter lead times and more accurate stock control via the Foundation agreement. This will enable SBM to increase its focus on fresh ideas and further product development.

The partnership with Foundation Outdoor Group – which owns brands including Mud Hole Custom Tackle, American Tackle, MHX, Custom Rod Builder (CRB) and ProProducts – will also provide increased distribution of SBM product to a broader audience of consumers and third-party bait resellers.

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