Our Values Over the years, a culture has evolved at Pure Fishing TM . It's an unspoken set of guidelines. A way of doing things. These values have been captured in Five Strategic Principles that drive our daily behavior and will help us Build the World's Best Fishing Tackle Company. As We Would Like To Be Treated - We must constantly remind ourselves to make decisions with the perspective of others in mind.
Success depends on a true collaboration based on honesty, openness, consideration and partnership.
The Angler Is Our Boss - Fishing is our business. It's all we do. The World Is Our Marketplace - Pure Fishing TM is a global company. Already we include organizations in 14 countries and offer our products in over 50 others. Providing global technology, capability and information with the passion for meeting local market needs throughout the world is what Pure Fishing is all about.