Terry Carlson has been named president and CEO of Pure Fishing, the fishing tackle company acquried by Jarden Corp. last year. Carlson takes over for acting Pure Fishing president, Tom Bedell. Carlson will oversee all of the Pure Fishing brands, which include Berkley, Penn, Shakespeare, Abu Garcia, Fenwick, Mitchell, Stren, Pflueger, All-Star Rods and others.


Carlson comes to Pure Fishing from Raymarine Inc., a worldwide leader in marine products, where he served as CEO of the company's Americas business and was responsible for worldwide global product management and strategy. Prior to Raymarine, Carlson held senior management positions at Black & Decker, Polaroid, and Emerson Electric.


“Terry's background in the marine industry and experience with similar markets and customers served by Pure Fishing uniquely positions him to be the ideal person to take the reigns of the 'new' Pure Fishing,” Bedell said. “He is a dynamic leader with solid character based on values that match those of Pure Fishing. I could not be more thrilled Terry has embraced this opportunity.”


“Joining Pure Fishing is an exciting opportunity to grow what are the premier brands in the fishing industry,” Carlson said. “I look forward to working with the entire team to further unlock the potential of these brands on an international level and to deliver products that enhance the fishing experience around the world.”


“Our company is coming off a record sales year,” added Carlson. “We have in place an exceptional team of coworkers dedicated to their jobs and to the sport of fishing. Our management team will be looking at a company wide business plan that unifies our sales ordering, warehousing and distribution efforts. We are implementing a rapid integration plan to coordinate our Spirit Lake, Columbia, and International operations into one overall business strategy.”


“Being named the leader of the world's largest and strongest fishing tackle company is a great honor that comes with great responsibility. This is a responsibility I take very seriously. I look forward to getting out in the coming days and weeks to meet our customers, key opinion leaders, and consumers and build relationships that will move not only our company forward but the industry as well and do it with high integrity and mutual respect.”