By Kyle Rimkus - ESPNOutdoors.com
One trend that is showing up at the 2009 ICAST trade show is ultraviolet-reflecting bait. The technology is nothing new — it has been used by fishermen in the Pacific Northwest for a few decades — but many lure manufacturers are expanding their product lines to include the technology.
"The homogenous infusion of nanoparticulate causes the bait to exhibit a unique spectral phase shift when subjected to the simultaneous combination of water and light."
Courtesy Bechhold & Son Flasher & Lure Company
UV-reflecting flashers are commonly used in the Pacific Northwest to catch salmon and trout.
The truth is that some fish can see ultraviolet light, even though humans can't. And in clear water, ultraviolet light can penetrate deeper under water than visible light. So it makes sense that the more visible your bait is, the more likely a predator fish will strike. But that doesn't tell the whole story.
Dr. Keith Jones, Director of Research for Pure Fishing, explained how that information is misused.
"In clear water, all colors begin to fade as light travels through the water," Jones said. "Red is taken out first and is pretty much gone at 25-feet down. At deeper depths, all that is left is blue, violet, and eventually just ultraviolet.
"There are a number of fish which see ultraviolet light — like carp, minnows, salmon, and assorted coral reef fish," Jones said.
Courtesy Pure Fishing
Many white baits offered by Berkley, like this 4-inch ripple shad, have included UV brighteners since the early 1990s.
Does this mean that Pure Fishing, the parent company of Stren and Berkley, has steered clear of UV technology? Not exactly. In fact, Berkley has been including UV brighteners in their baits since about 1990.
John Prochnow, Director of Bait Development for Pure Fishing, said many white Berkley baits include a UV brightener — a chemical similar to what is found in common laundry detergent.
"I don't think it is as big a deal as some people think," Prochnow said. "I have used it for decades in my own bait, and have included it in some Berkley products, but it was introduced without any marketing, and is sometimes just a side-effect of other features.
Courtesy Yakima Bait Company
This metal rooster tail has a UV-reflecting coating that helps to attract fish in clear water.
"We have [lure manufacturers] come to us and say 'Here is what we are wanting to do,'" McBride said. "We aren't making any claims about our products, but we have seen a new demand in the last few years."
One such customer is Worden's Lures. They have used coatings on their rooster tails for several years, but in 2008 introduced UV-reflection across all their product lines. When asked how their new baits were holding up in the popular bass market, Mark Masterson was cautiously optimistic.
"It takes a while to educate the public," Masterson said. "If it catches fish, then it'll stick around."
Brett Ware of Tightlines Lure Company was not nearly so reserved. Offering UV-reflection in almost exclusively bass-targeted soft plastics, Ware was confident that not only does his product have an advantage, but will be commercially successful.
"[UV] is in Europe right now, and it is the hottest thing out there," Ware said. "In the next couple years, it will come to the U.S. You can either be an innovator, or a follower."
