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PRADCO-Fishing VP announces new distribution strategy

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Bruce Stanton, PRADCO-Fishing Vice President and General Manager, described the new distribution strategy as a ‘significant’ change for the company.

US lure giant PRADCO-Fishing will implement a new distribution strategy from the beginning of next month. From May 1st all independent dealers will be served by distributors, including all buying group dealers.

PRADCO’s sales management efforts will be handled internally with Chris Gulstad, Executive Director of Sales and Marketing, and Russell Garner, National Sales Manager, leading the charge.

An extensive group of distributors will carry all 16 PRADCO-Fishing brands and will service dealers in their areas and in some cases nationally.

“As we continue to evolve, we constantly search for ways to serve our consumers and customers with the highest level of efficiency and service,” said PRADCO-Fishing Vice President and General Manager Bruce Stanton.

“After months of evaluation and discussion with various stakeholders, we have come to the conclusion that we can enhance our partnership levels with our key distribution partners to better service our dealers and get product to their shelves with greater speed. We are excited to take this step with our key distributors, and we are committed to working closely with them to make this transition a success.”

As a result of this new direction, PRADCO Fishing will no longer be served by an internal sales force. It will continue to use the services of US rep group Jeff Robles & Associates (Rockies / West Coast) and Canada’s Kolder Inc. to serve customers in those markets. All other dealers will be covered by distributor sales efforts, and further communications detailing the transition will be sent to all dealers in the coming weeks.

“The independent dealer is still the heartbeat of the fishing industry,” Stanton said. “This is where local trends happen and get talked about on a regular basis. We feel that many of our distribution partners are plugged into these dealers and have decided to work more closely with them rather than to ‘fight against them’ for coverage.

“There are established distributor relationships at all major dealers and also at many dealers we were not covering with a factory sales force. It is a significant change for PRADCO and our dealers, but with our long-term commitment to brand building, product development and multi-media support of our brands, we know that consumers will demand our brands and products. It’s our job to ensure that continues to happen.”


Filed In: Lures, Product News