Why a Farmer Started FULLY TACKLED

Fully Tackled didn’t start in a boardroom. It didn’t start with millions of dollars, a giant warehouse, or some corporate plan to break into the fishing industry.

It started with a farmer in Michigan’s Upper Peninsula.

A friend’s child had their tackle box stolen — a box they had spent the summer working to build up with their own money. When I tried to help replace what had been taken, I figured a hundred dollars should at least put a decent amount of tackle back in their hands.

Then I saw how little $100 actually replaced.

A few lures. Some hooks. A couple packs of plastics. A handful of basic tackle — and suddenly most of the money was gone.

That was the part that stuck with me.

This kid had worked all summer to build that tackle collection, only to lose it, and even with someone trying to help replace it, a hundred dollars barely made a dent.

I’m a farmer. I’m used to watching every dollar, buying in volume when it makes sense, finding better suppliers, cutting unnecessary costs, and figuring out how to make limited resources go further. On a farm, if something doesn’t make financial sense, you don’t just shrug and keep doing it the same way forever. You figure out a better way.

So I started looking at fishing tackle the same way.

Why does it cost so much to build a decent tackle box? Why can’t somebody buy smarter, source better, and pass more of that value back to the angler?

That question became Fully Tackled.

The idea isn’t to sell somebody three lures in a fancy box and convince them they got a great deal. The goal is to put together real freshwater tackle, real variety, and useful gear at a price that lets ordinary people actually build or expand a tackle collection.

We’re starting small, right here in Michigan’s Upper Peninsula. But starting small gives us the opportunity to build the company the way we think it should be built — listening to the people actually fishing the tackle, improving the assortments as we learn, buying smarter as we grow, and using increased purchasing power to keep pushing more value back into the box.

Because fishing shouldn’t become something only people with a lot of extra money can afford to enjoy.

It should still be something a kid can save for. Something a parent can share with their children. Something families can do together. Something you can pick back up after years away without spending a fortune just to get started again.

That’s what Fully Tackled is about.

A farmer saw how little $100 bought and thought we could do better.

So that’s what we’re trying to build.

FILL YOUR TACKLE BOX WITHOUT EMPTYING YOUR WALLET.