You should be reading this before EFTTEX opens its doors in Brussels, so I want to tell you about three exhibiting businesses that particularly deserve your attention.
EFTTEX has always been proud of its international reach. Over the years it has provided a platform for suppliers from Australia, India, Japan, Korea, South America and, of course, China to bring their products to Europe. That global mix is here again this year – but what feels most noteworthy right now is the presence of three American suppliers: Livingston Lures, PRADCO and, making its debut, KastKing.
For me, their decision to be here is significant. They could easily have looked at the tariffs imposed in their home country and subsequently matched by the European Union and others and they could have chosen an easier path than seeking to expand into Europe. Instead, they chose faith. Faith in what Europe offers. Faith in EFTTEX as the bridge to it. And faith in their own ability to succeed here. Their efforts deserve recognition – and, I believe, everybody’s support in the hall.
Each of these businesses has its own story to tell. PRADCO is one of the world’s largest lure companies and a name long established in Europe through household brands like Rebel, Bomber and YUM. It is returning to EFTTEX with a proven record of supporting its European distributors. For me, EFTTEX would not be the same without PRADCO on the show floor.
Livingston Lures represents a newer kind of success. Over the past three years it has grown rapidly on this side of the Atlantic, thanks to the innovative sound-emitting technology incorporated into its baits and a strong commitment to working with European partners. Its momentum shows how quickly a forward-thinking brand can make its mark here.
Livingston Lures also provides a lesson to any US-based tackle supplier wishing to enter Europe. I have watched how its charismatic VP of Operations, Erick Arnoldson (below, left), has embraced the show and worked to create strong personal relationships with potential customers. And I have also seen how he has listened to feedback and adapted his products to suit Europe.
Livingston Lures has a winning formula in the States, but there has been no arrogance in its approach to exporting to Europe. It has listened to those who know their markets best and returned each year with products to match.
And then there is KastKing. A fast-rising US company making its first appearance at EFTTEX, KastKing has built a reputation for combining cutting-edge reels, rods and line with a promise of affordability and value. Its arrival signals ambition – a fast developing brand ready to stake its claim in Europe by offering anglers a fresh blend of performance and accessibility.
I met KastKing’s founder, Tate Cui (below), at this year’s ICAST. From that meeting, I know he is intrigued and excited by the prospect of growing in Europe. I also know that he wants to move fast.
KastKing’s EFTTEX team have told me they are open to many types of business partnerships in Europe and they are welcoming appointments for meetings throughout the show. To my mind, KastKing‘s presence on the show floor represents one of the biggest opportunities in years for go-ahead European distributors. If you are not already booked for Brussels, be warned, chances like this don’t come around so often. There is a real possibility of your business missing out.
I hope you will join me in welcoming all three of our exhibiting guests from the USA. Visit their stands. See what they have to offer. Talk with them about how they can help you grow your business. Let’s show them that their belief in Europe is well placed – and that EFTTEX remains the place where international partnerships are forged.
EFTTEX thrives because brands like these make the commitment to be here. Let’s make sure that commitment is rewarded.