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Taiwanese rod maker targets EFTTEX in Amsterdam

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Thumbs up: David Tseng points the way forward for Hearty Rise in Europe.

Taiwanese rod manufacturer Hearty Rise took time out from China Fish to outline its plans for European expansion.

The company is set to make its debut at EFTTEX, Europe’s tackle trade show, as it looks to build on its success in Europe in France, Germany, Switzerland and Austria.

David Tseng, Vice General Manager of the ETUOH Group, the owner of the brand, told Angling International’s Beijing Report, that the company was targeting ‘Europe and beyond’.

“Hearty Rise has 35 years of experience in rod manufacture and has recently enjoyed success with its Bassforce series of TopGun and Sealite rods in France and the predator line-up of ZanderForce rods in Germany.

“European fishing is very close to the Japanese style that we cater for. Anglers in Japan are always looking for new products and appreciate the trustworthy Hearty Rise brand that offers high quality rods made from Japanese materials.”

As well as being a manufacturer, the ETUOH Group also runs a chain of 17 fishing stores across Taiwan so it is well positioned to gauge the needs of the end consumer. Tseng added that it was looking for one distributor in each of the countries it will eventually conduct business.

“We want to attract distributors that are run by fishermen who know the business and how to develop their markets. They need to have a thorough knowledge of their marketplace and relish the challenge of developing new products for their region.”

Hearty Rise already has a pedigree in addressing the particular requirements of its marketplace and worked with its distributor in France, Daiwa, on a range of bass rods. “Daiwa challenged us to come up with a series that was better placed to meet the needs of anglers in the region. We rose to that with the introduction of TopGun and Sealite.”

Filed In: Product News, Rods