Angling Trust announce major partnership with Korda, Guru and Embryo to protect waterways and promote fishing

The Angling Trust are delighted to announce that leading angling brands Korda, Guru and Embryo have become our latest Trade Associate partners.

The agreement will see Korda Developments Limited play an active role in supporting the work of the Angling Trust to encourage more people to take up fishing and to protect waterways and the environment from threats such as pollution, abstraction and predation.

Last summer, Korda were closely involved in supporting and promoting the Angling Trust’s “When We Fish Again” campaign that saw fishing return as one of the first sports after the first lockdown and continue to be permitted during recent lockdowns.

Damian Clarke, Korda Developments and Tackle Guru Managing Director said:

“The Angling Trust was instrumental in convincing the UK government that angling could be enjoyed safely and beneficial to health and wellbeing, which led to fishing becoming one of the first sports to restart after lockdown.

“The knock-on effect to the angling trade in general was enormous, and the fishing industry as a whole has an awful lot to thank them for.

“Our contribution by becoming corporate members for each of our brands – Korda, Guru and Embryo – is the very least we can do to support the Trust.

“Whilst the Angling Trust has seen its membership grow since the arrival of Covid, the more anglers who get behind it the stronger its voice will be, as well as providing the necessary funding for it to fight on behalf of anglers. If you’re not already a member, we would urge you to join today.”

Jamie Cook, Angling Trust CEO, said:

“We are delighted to welcome the Korda, Guru and Embryo brands as Angling Trust Trade Associates. These brands are synonymous with innovation and have done a huge amount to promote angling to a wider audience. Through Embryo habitats specialist fisheries have been created which are accessible to all and in Guru we have a partner who share our ethos of creating opportunities for anglers of different age, gender and ability to experience the thrill of competitive angling.

“The Korda team offered valuable insight and support in the publication and promotion of our When We Fish Again campaign to government and I very much look forward to working alongside the organisations as we continue to represent fish, fishing and the environment at the highest level.”

Korda Developments Limited and are a privately owned, Essex-based limited company. In addition to the design and manufacture of fishing tackle, they produce angling films for a variety of platforms, including television.

Korda was started by owner Danny Fairbrass back in 1992 and initially only manufactured leads, but now produces everything from small terminal tackle items such as hooks all the way up to larger products like luggage.

The Korda brand is focussed on the carp market whilst sister brand Tackle Guru, which started out focussed on match fishing, has now found favour with pleasure and specimen anglers.

Korda’s angling films have been aired on television since 2006 when the first ‘Thinking Tackle’ series went out on Sky. Since then they have proudly moved to ITV4 and produced hugely successful shows such as ‘The Big Fish Off’, ‘Monster Carp’ and ‘Fishing Allstars’.

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