FLYING THE FLAG
Flying The Flag E
Imitation baits are a relatively new concept but those in the know can
confi rm that their clever use can produce devastating results. Enterprise Tackle owner Chris Hornsby explains how his fi rm became a brand leader.
nterprise Tackle was formed in 1998 when Chris was unable to fi nd certain products that would enable him
to fi sh in the way that he wanted. T e fact that he already owned an injection-moulding company, formed by his father in 1964, and that he was a toolmaker by trade were the keys to designing and manufacturing his fi rst prototypes before starting full production. Chris revealed: “T e fi rst
products that I designed were unique items of terminal tackle – Paste Mates, Adjuster Links and Adjuster Stops (inline leger stops that I still feel are the best available) – before I hit upon the idea of a buoyant imitation grain of corn. T e ‘corn’ would eventually have a huge impact on carp angling. “After its release in 1999, it
didn’t take long for it to really catch on within the carping fraternity and in 2001 the British Record mirror carp was caught on our pop-up corn, which provided even more impetus to Enterprise Tackle. “Subsequently, we developed further popular imitation baits,
including maggots, casters, dog biscuits, bread and even fake boilies!”
Quality control Because Enterprise Tackle
manufactures all of its stock in-house at its purpose-built UK facility, it can easily maintain quality control; only premium- grade plastics and additives are used. Flavoured imitations use
attractors from respected bait fi rms Richworth, Solar and Nutrabaits to off er anglers confi dence in already proven enhancers from recognised ‘big- name’ brands. Chris explained that
his on-site toolmaking equipment makes it easy for him to produce a prototype mould to get new products from the drawing board to testing and then to retail with vastly reduced lead times, which keeps Enterprise at the forefront of product development. T is year will see more
additions to the Classic Flavoured Corn range, which will include Rod Hutchison and Hinders Betalin fl avours becoming
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available, Pellet ‘Skins’ and Hybrid Boilies, which promise new options for carp and river anglers alike. Despite not attending any
shows for more than three years, 2013 will see Chris and his team at T e Big One in February to display the complete range. Carp consultant Frank Warwick, who will be on hand to off er advice to anglers who visit the stand, will join them. A fanatical brand following,
constructive marketing and a strong network of wholesalers ensure that Enterprise products are well represented in the UK and abroad.
Original and best Imitation is said to be the
sincerest form of fl attery, but Chris admits that it does concern him to see competitors release inferior products that seek to emulate his success.
Enterprise Tackle T: 01767 691 231 W:
www.enterprisetackle.co.uk
T e introduction of
an ‘Original and Best’ emblem depicting a Union fl ag and two grains of corn, which now appears on packaging and
promotional materials, is a direct result of ‘imitation’ by others and will help to reinforce the company position as a market leader and innovator within its chosen fi eld.
T ree British Record fi sh
caught on the baits and a host of top-name anglers using them, including consultants Frank Warwick, Ian Welch and Alan Stagg, are certainly testament to that!
Chris Hornsby accepts no imitations for his fake baits.
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