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Pure Fishing plans growth with changes

Tackle trade stalwart Dave Bulthuis will oversee Pure Fishing’s sales and customer marketing efforts across the USA as part of his new role as the firm’s president of North America.

The appointment comes at the same time as Pure Fishing announced it has acquired key brands Fin-Nor and Van Staal from W C Bradley/Zebco Holdings.

The addition of these brands is seen as key the company’s saltwater growth, alongside the premium PENN brand and Pure fishing CEO Harlan Kent said: “The Fin-Nor and Van Staal brands are some of the most storied in the industry.

“We are excited to add them to our portfolio and are committed to maintaining their focus on the independent retailer channel. Our Pure Fishing team looks forward to driving growth of these brands and of our overall saltwater business, anchored by the iconic PENN brand.”

Captain Craig Cantelmo will also be joining the Pure Fishing team as part of this acquisition and will report to Dave Bulthuis, who ironically was director of sales for Fin-Nor earlier in his career.

Dave was also a former vice-president of sales for sunglasses brand Costa Del Mar, where he has worked since 2003, and will build on meaningful relationships with key US stakeholders including customers, industry associations and governmental agencies.

In October 2018 was given the Lifetime Achievement Award from the American Sportfishing Association (ASA) during the its annual summit, in recognition of his leadership and lifelong commitment to the sport.

Dave, who will be based at the company’s headquarters in Columbia, South Carolina, revealed: “I’ve been fortunate to have an incredible career in the fishing industry and worked on some initiatives that I’m extremely proud of.

“Bringing those experiences to bear for one of the most iconic companies in the world at this time of growth and change gives me renewed excitement about what I can contribute to this sport I love so deeply.”

Additionally, Dave will champion the company’s conservation efforts, leveraging his passion for sustainable fisheries that aligns with Pure Fishing’s commitment to clean water and conservation.

Harlan concluded: “Adding Dave to the team at this time is exciting for me and the entire team at Pure Fishing. He is a proven, committed leader in this industry who has worked hard to establish and foster

Author: John Hunter

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