White River Marine Group, the fishing boat builder owned by Bass Pro Shops founder Johnny Morris, has acquired Hatteras Yachts and announced a major investment in the brand.

The brand, based in New Bern, NC, will become part of the White River Marine Group. The company’s family of brands includes Tracker, Mako, Ranger, Triton, Tahoe, and Nitro.

The addition will shift the focus of White River Marine’s saltwater manufacturing from the Midwest to the Atlantic shore, closer to the saltwater market. The purchase represents an investment in New Bern’s history of boat building and the jobs it sustains. The company will continue to support and grow Hatteras, as well as relocate production of saltwater boat brands Mako and Ranger Saltwater to New Bern.

Plans call for a major investment to modernize the Hatteras facility and establish a state-of-the-art coastal manufacturing center generating hundreds of new jobs. Consistent with Bass Pro’s reputation for turning shopping for outdoor gear into an experiential adventure, the plant will offer customers demo rides on the Atlantic Ocean and opportunities to tour the factory. It will also serve as an R&D center for sea-trialing and product development across all three brands.

The move frees up capacity at existing manufacturing plants in Miami, Oklahoma and Flippin, Arkansas for additional freshwater boat production, with zero job losses anticipated. While White River plans to continue to produce a limited number of exceptional Hatteras yachts, the primary focus will be devoted to building the next generation of sportfishing boats.

“We are inspired by the many similarities between the pride and passion of the master boat builders from our home in the Ozarks and the legendary boat builders of North Carolina and the New Bern area in particular. Both share the same genuine commitment to American craftsmanship, with scores of family members working together and generations of highly experienced boat builders taking pride in what they do,” said Morris. “We’re committed to support Hatteras in staying true to its roots as a legendary saltwater brand built by a passion for fishing while expanding our operations to better serve all those who love the sea.”

Committed to Conservation
To honor the legacy of recently-deceased North Carolina conservation hero Eddie Bridges, Morris also announced a $1 million conservation pledge focused on the coastal area, to be paid over 5 years. Bridges established the North Carolina Wildlife Endowment Fund and not-for-profit North Carolina Wildlife Habitat Foundation.

The pledge awards several significant grants to conservation organizations actively working to advance wildlife and habitat conservation in North Carolina. The grants are funded in part by the not-for-profit Bass Pro Shops and Cabela’s Outdoor Fund, which unites millions of passionate sportsmen and women by inviting them to round up their purchases to join the company’s efforts as partners in conservation.

First-year commitments include:

  • $100,000 to the North Carolina Wildlife Habitat Foundation: As a 501(c)3 not-for-profit organization, the Foundation assists in the acquisition, management and protection of wildlife habitat within the state of North Carolina and promotes conservation education for the benefit of future generations.
    $50,000 to the University of Maine for a North Carolina-based Atlantic bluefin tuna satellite tagging project. One of the most sought-after gamefish in the world, the research project will assess the status of the Atlantic bluefin tuna population and set management and conservation goals to ensure the long-term sustainability of the species.
    $50,000 to the International Game Fish Association for a rigorous Marlin satellite tagging project. As the world’s largest citizen science billfish conservation project of its kind, the research is designed to better understand population connectivity on a global level to help ensure long-term conservation.

Committed to Conserving Marine Fisheries: The grants reflect Johnny’s steadfast commitment to positively impact marine fisheries. He previously co-chaired the Morris-Deal Commission on Saltwater Recreational Fisheries Management, leading to the congressional reauthorization of the Magnuson-Stevens Fishery Conservation and Management Act in June 2015, advancing key saltwater recreational fishing priorities across the nation’s marine fisheries.

Several prominent conservation leaders from around the state and nation were on-hand to participate in the acquisition announcement including:

  • Jeff Angers, President, Center for Sportfishing Policy
  • Jason Schratwieser, President, International Game Fish Association
  • Ellen Peel, President, Billfish Foundation
  • Kyle Briggs, Deputy Director, North Carolina Wildlife Resources Commission
  • Teena Koury, Vice Chairman, North Carolina Habitat Foundation
  • Gordon Myers, Retired Director, North Carolina Resources Commission
  • Walt Golet, Ph.D, Professor, University of Maine School of Marine Sciences

“This is not just a business investment for us,” said Morris. “It’s at the heart of who we are. Fishing, boating and conservation have been lifelong shared passions in our company, and we are grateful to our team members and independent dealer network members for their boundless enthusiasm and support. We are honored to be a part of the New Bern community. Our goal is to grow operations in North Carolina and expand upon the legendary foundation of the Hatteras brand and its incredible people.”