Return of the MinMin
micro lure market grew quickly in the mid 90's. Small lures had always
been popular with trout anglers, and the rising interest in lure fishing
for saltwater bream gave them added impetus. We'd abandoned that market
segment in 1992 because of financial constraints and took the decision
in 1996 to resurrect our MinMin, only this time it was a complete makeover
of our old urethane model (which had since been unethically copied using
our original moulds).
Using accumulated knowhow of injection moulding and continuing a modular
manufacturing philosophy, we tooled up for two micro lure bodies and two
bib styles to go with them. This was the single biggest tooling investment
in the company's history. The project started in 1996 and the first product
hit the shelves in 1997. In the first half of the year we launched four
new lures; 50mm MinMin in deep and shallow
running versions; 40mm MicroMin in deep and shallow
running versions. The revamped MinMin was a more finely contoured lure
than the 1990 model and pushed the limits of what could be achieved in
miniaturisation of a plug style lure whilst still retaining good performance
Another design coup was the loose wire tow point which didn't require
a split ring to keep it captive. This reduced the hardware burden on our
deep diving MinMins and ensured excellent action.
MinMin and MicroMin were an instant success and boosted sales.
A spanner in the works?
you wouldn't guess that a major restructure of the electricity industry
in NSW would have an impact on a small Aussie lure manufacturer. It did
because Rob has a job with an electricity company, and was relocated in
1997. This left Frank to run the manufacturing operations in Inverell
while the book keeping and design functions went to Port Macquarie with
Rob. This was a fateful development because, in time, the whole business
will be moved to Port Macquarie.
Quality is a core value of our business. It embodies not only lure performance
in the water where it counts most, but aesthetics, durability and brand
prestige. Our focus at the turn of the century has been to cement our
position as an innovative manufacturer and lay firm foundations for global
In 1999 we invested R&D into improving the durability of our lure
bibs. All manufacturers of lures with transparent bibs experience occasional
problems with breakages some much more than others. We were no
exception, but could not accept even a small failure rate as tolerable.
Working closely with our toolmakers, moulding experts, and resin suppliers,
we developed new super-tough bib technology. This involved not only the
blending of a new plastic alloy, but a modified moulding process.
important was this development that we protected it with a new trademark
We're confident that enduroShok toughness is unequaled, having torture
tested our own product and many local and imported rivals. None of them
could go the distance with enduroShok. Our latest lure, the Spoonbill,
and our enduroShok bib technology were launched simultaneously in January