Pure Fishing appoints Country Manager for Australia and New Zealand

Pure Fishing, the world’s largest fishing tackle company appoints Mitch Birt to Country Manager, ANZ. The company is well known in Australia for its full range of leading brands, including PENN®, Berkley®, Abu Garcia®, Ugly Stik®, Plano ® and Savage Gear® among many others.  After 12 years with the company, Mitch has gained experience across multiple areas of the business, most recently in the role of Sales and Marketing Director, ANZ. The news follows a period of rapid growth for Pure Fishing in the region, both organically and from strategic acquisitions. Most recently, acquired Plano Synergy in August 2021 and Svendsen Sport this January this year.

AFTA spoke with Mitch following the announcement to get his take on the company’s move in the Australian market, “Over the past three years, Pure Fishing Australia/New Zealand has undergone significant change to serve our customers better; through leveraging our major brands, understanding our core consumer, launching innovative new products, investing in our people, and prioritising digital marketing. The recreational fishing market both in Australia and New Zealand has gone through much change as we’ve navigated the pandemic. As we enter the post-pandemic period, there are new and exciting challenges for our business in a world eager to enjoy outdoor recreational activities, especially fishing.” He adds, “We’re excited to reconnect in person with our remote teams, customers, and the industry network. We are especially looking forward to showcasing our brands and new products at the AFTA show this year.”