NEWS David Kiddy, managing
director of Sidewinder Lures, explained: “Intially we worked very closely with some of the best commercial rod and line anglers operating boats out of ports like Dartmouth and Plymouth who would take out our designs and advise us on catches and how well each type performed.
many copies about trying to cash in on the success of the design or brand. It’s something that David is only too familiar with. He explained: “One thing that we were very careful with was to always maintain the best quality suppliers and components for every Sidewinder Lure. In fact we still only work with the original factory as that way we can guarantee that every sidewinder is 100 per cent right. We use a special latex mix that is neither too soft, so that the lures dont last, or too stiff, which would compromise the action of the lure in water. “This combined with
David Kiddy
“Working with these experts and also listening to feedback from our network of retailers enabled us to develop the range further and branch outer into other great designs such as our baby mackerel copy - ‘The Joey’ and our new bestseller, the ‘Skerries’ super real sandeel. “We are all keen anglers and have our own test and development boat - Fishy Bizness, which is moored in Torquay harbour. This has enabled us to really get hands on and see for ourselves the best way forward for our designs. “We also worked very closely with well known names in the tackle industry at that time such as Roger Mortimore, then the editor of Total Sea Fishing Magazine and also famous personalities such as the one time TV presenter Ted Tuckerman who championed the name ‘Sidewinder’ and really helped to make us a nationwide brand, not just a small lure producer in the South West of England.”
Beating the copies Of course with nearly any successful product it is not long before there are
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a carefully chosen range of colours to suit every condition/species and also high quality Mustad hooks means that you can be confident that you are using the very best quality soft lure when you choose a sidewinder. “In addition we took the decision to stamp the brand name on every lure and also place our trademark coiled snake design on the tail of each one. This would make sure that the angler knew they were using an original Sidewinder Lure and not an inferior copy, once the lures were loose in the boat bag or tackle box.”
Sidewinder saving our bass
Since 2017 Sidewinder Lures has been working closely with the conservation pressure group ‘Save our Seabass’. The company passionately believes in protecting the inshore spawning grounds and remaining stocks of one of our great sport fi sh, the seabass. David told T&G: “It is vitally important that we put as much pressure on the Government to stop unsustainable methods of fi shing for this most important of species. Methods like unregulated gill netting of our estuaries and unregulated catch landings are destroying the stocks. To this end all our Sidewinder packaging will now also carry the Save Our Seabass logo to help raise awareness of this.”
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