C-Store Exhibitions | Fishing Bait

Getting Hooked

Anyone looking for new ways of hauling in extra customers should consider adding fishing bait to their in-store product line-up. But, as
LIZ SWANTON reports, there's more than one way to catch a fish

Long gone are the days when you'd grab a line, a hook, a sinker and a worm or two and head for the nearest waterhole. Like most aspects of life in the new millennium, fishing has become more complex.

When it comes to fishing bait, there are choices to be made, and the smart C-store operator can make a comfortable margin on the product, providing he chooses the right one.

According to government statistics, recreational fishing is the third most popular outdoor activity in Australia after swimming and court sports.

The most popular fishing spots are beaches and rocks (32 per cent), from a boat in a bay or river (26 per cent) and off jetties and wharves (21 per cent).

According to our experts, if you're close to one of these popular spots and - importantly - on the side of the road heading to the water, then fresh bait is the obvious and simple answer. If you're further away, the choice is between fresh-frozen or processed, and each have their advantages and disadvantages.

"Like any new product, there are several issues to consider before you add bait to the line-up," says John Windybank of Windybank's Bait Service, which provides a range of frozen bait products (prawns, mullet, pilchards etc) in different size packs to Sydney and the NSW north coast. Deliveries are daily or weekly, as required.

"You need to consider the type of water nearby - salt or fresh - and what sort of baits are available to suit. Then there is the amount of space you can devote to the product - do you have room for a freezer in-store or outside, or is it a matter of something that will fit on the shelf?

"It could be considered a type of impulse buy so it's important to have a good and plentiful range with reliable supply and without the risk of running out. That being said, however, it's also a reasonably no-fuss product that can offer a handy margin."

Mr Windybank says position is a very important consideration for anyone thinking of stocking bait. Quite simply, you're probably wasting your time if your outlet is on the side of the road that takes fishermen home, rather than to the fishing grounds. Another important consideration is whether the activity is seasonal in your area.

"Fishing is very seasonal in Sydney but not so much further north," agrees Grant Pocklington of Bush's International, which produces the shelf-stable Hookem Super Strike range of processed baits.

"For that reason, you may not want to devote the space to a freezer if it's only going to be in use for a few months each year. Our product - which doesn't require refrigeration - also appeals to owners or operators of sites which are less accessible in terms of regular deliveries of frozen products."

Hookem, which was released onto the Australian market in July 1999, doesn't require freezers, freezer space or power. It has a two-year shelf-life if unopened and lasts up to three months once it is open. It also comes in a range of sizes, and includes ring-pull can convenience with a resealable lid.

Mr Pocklington claims Hookem offers a margin of around 50 or 60 per cent to the retailer against some frozen bait which, he suggests, is not as profitable.

According to Christine Osgood, of Bremer Products, service stations and C-stores are ideally placed to take advantage of the demand for bait, and claims it's a growth market.

"That whole concept of convenience applies to the bait market. People are on their way fishing, often 24 hours a day, and they want easy access to bait, to petrol for the car and the boat, and to all the other things they'll need for their fishing trip.

"That's why the service station market is growing so quickly. There will always be a need for the specialist bait and tackle store, for variety and expertise, but the C-store is uniquely placed to grab a significant part of the action, particularly with the recreational fishing population."

Ms Osgood says most fishermen prefer to use 'real' bait because it's their quarry's natural food, which is why frozen-fresh products sell so well.

"We will have a new product on sale later this year which offers small amounts of bait with advice on how to use it to its best advantage. It's a range produced specifically for the C-store market, aimed at the amateur fisherman, for stocking by operators who aren't necessarily experts on the local waters.

Bremer Bait and Tackle offers a weekly delivery of a wide range of fresh-frozen bait along the east coast, from Eden on the NSW south coast, through Sydney and as far north as Queensland's Cooktown. The spread works well from a business point of view.

"Fishing is seasonal, but it's different in different areas which is worth keeping in mind. Up north we have more demand from March through to October whereas in NSW, we're busy between September and Easter. Basically, if there's football on, there's no fishing!"

Ms Osgood suggests the average service station could turn over around $3500-$4000 of product a year, with the margin being around 40 per cent. Some major sites, close to good fishing spots, could turn over between $15,000-$20,000 but that's not common. Bremer's will supply a freezer for its product, providing there's a minimum turnover of around $3500.

Our experts suggest anyone interested in stocking bait should talk to a reputable supplier for advice on what products to stock, in terms of the types of waterways in your area, the fish that frequent them and your expected turnover of product.

Reputable suppliers will also be able to help with marketing strategies and point-of-sale material to maximise the product as a drawcard for regular trade.

"Service stations and C-stores are very much a growth industry for us, which is great," says Ms Osgood, "but it can be a delicate operation keeping them happy and still taking care of the traditional tackle shops. Both are good customers.

"But there are very real benefits for everyone from the move to greater convenience. The tackle stores have really started lifting their game because they recognise the edge the C-stores have, and the end result of this type of competition is always good news for the customer."