Business Blog

New Realtree Fishing Lures by Birch Island Bait



Immersed in a sport full of rich history and tradition, Birch Island Bait Co. is looking toward the future.


The fishing lure and accessory company, based at Gull Lake, Minnesota, specializes in unique solutions and quality products for anglers, including coolers, fishing tools, tackle boxes and freshwater lures. Many of the company’s designs reflect other outdoors passions, and that philosophy is exemplified by Birch Island’s partnership with Realtree. In July 2016, the company became the first licensee of Realtree Fishing, and the first products — more than 100 SKUs — from that line will be unveiled in January 2017. According to company president Bob Rauch, the partnership represents a natural synergy.


“We were introduced to Realtree by Scott Severson (the company’s vice president of sales),” Rauch said. “Scott has a lot of experience in sales management with many outdoor companies and had recently connected Realtree with one of his clients for a license in dog food and treats.


“Realtree has a reputation as the industry leader in quality and lifelike products in the hunting industry. Our fishing lure company and our products share the same DNA — quality and lifelike. With Realtree Fishing, Realtree is now expanding their footprint in the outdoor lifestyle.”


Of course, simply announcing an association and introducing new products won’t create sales or brand loyalty. Rauch said Birch Island and Realtree are planning a multi-faceted marketing campaign to get the word out.


“We certainly plan on leveraging the enormous marketing tools that Realtree has, including their traditional marketing outlets (such as their TV show on the Outdoor Channel) as well as their significant exposure on social media outlets (with over 2 million followers),” he said. “We will also have a significant presence at the Bassmaster Classic Expo this coming March in Houston.”


That marketing message will promote an innovative set of products, Rauch said — items that keep Birch Island ahead of other companies in the ultra-competitive fishing market.


“While our line of lures will include the core, tried-and-true models, we will also feature new, patented products such as our Dirt Worm soft plastics and our Jig-It series of innovative crankbaits and wire baits,” he said. “We are already heavy into research and development, with future revolutionary lures for release in 2018 and beyond.”


Birch Island doesn’t have to look far for those forward-thinking ideas, either. Staffers are passionate about fishing, and the company receives many ideas from the most likely source — its customers.


“Anglers are very vocal,” Rauch said. “We test all of our lures personally at our facility on Birch Island on Gull Lake in Minnesota. We and our angler ambassadors are our most fervent critics and have come up with our most unique products.”


And now, that will include lures and accessories branded with America’s No. 1 camo.


Editor’s Note: Realtree licenses 27,000 products that can be found in more than 38,000 retail locations worldwide. Whether customers are looking for rugged outdoor equipment or everyday gear that enhances their active lifestyle, it can be found in a Realtree pattern. If you’re interested in growing your business with a Realtree licensing program, let’s talk! Find out more and contact us here.