American Baitworks Co. has acquired Southern Lure Company, one of the pioneering brands in the industry with more than 30 years of experience designing and developing frogs and other products for topwater fishing.

“We are extremely thankful to Mr. Dan Cunningham and his wife Leisa. They have been extremely supportive of our vision and we are excited to build upon their hard work and commitment to Southern Lure as they hand over Scum Frog and Bass Rat to our team.” said Matt Massey, president of American Baitworks Co. “We are also pleased to announce that Dan Cunningham has agreed to continue to work with us over the next 24 months and consult on manufacturing and new product development.

Through the acquisition of Southern Lure Co., Justin Sward has been named to the role of senior vice president of American Baitworks Co.. The company will make significant investments in new product development as well as sales and marketing to introduce the Scum Frog and Bass Rat brands to a new generation of anglers.