It seems we store away more than just an assortment of lures, hooks and weights in a tackle box. There’s also our pride in the fishing skills we have acquired, confidence that we are prepared, and a lot of memories too. All neatly stored in a Plano, one of the best known brand names in sport fishing.

If you come from a family of anglers, it’s likely your father or grandfather had a Plano tackle box. Whether you are a beginner or a tournament angler, you might even wonder if there is any other kind of tackle storage system.

Although Plano tackle boxes have always been around—at least since 1952 when the company started, that doesn’t mean they haven’t changed over the years. In fact, Plano has invested deeply in consumer research to improve its products, and prides itself on using revolutionary materials and cutting edge design. "As a company we always want to talk to the end user to understand what is working and what we need to improve upon as we move forward making new products," said Jessie Simpkins, who joined the Plano Molding Company seven years ago and is marketing manager of the Outdoor Products Division.

In 2002, Plano marked its 50^th year in business with extensive market research. "We conducted 14 focus groups from the West to the East and from North to South, to get a good sense of the style of tackle storage that meets the needs of anglers in different parts of the country," Simpkins explained. Plano also conducted "intercept surveys" at consumer shows and retails stores and used the internet to gather the opinions of thousands of anglers.

The research helps Plano profile storage tackle needs regionally. Whereas coastal anglers are particularly concerned with corrosion resistant materials, fishermen in North Central states need storage systems with larger compartments to hold larger baits such "Lindy" rigs for going after walleyes, and big daredevils for Northern Pikes.

"Virginia provides a unique resource to Plano because of its diversity of fishing venues," according to Simpkins, "from trout fishing in the mountains to bass fishing in the lakes and rivers, to Bay fishing for stripers, bluefish and flounder." Plano works with several well-known pros in Virginia including Woo Daves, Eddie Johnson, Mark Moretz and Steve Kidd.

Tackle storage systems have also evolved to meet the needs of anglers everywhere as they progress from beginners to experienced tournament fishermen. "The tournament angler and the larger casual population are two different animals," Simpkins explained. "Many serious anglers fishing in tournaments are boat owners and they use their boats as a tackle box. Many boat manufacturers now incorporate specific storage space designed to hold utility boxes. The tournament angler needs to be able to pick and choose very quickly and storage systems are now designed for that purpose."

The avid tournament anglers still comprise the smaller share of the market, however, and Plano tackle storage systems also meet the needs of the casual fishermen and beginners—including children. Simpkins said, "The larger general population of anglers still uses the traditional tackle box, with hard trays and door boxes. They don’t have as much tackle to store and fewer ideas on how to fish, so they don’t need as much variety as the tournament angler." Not yet anyway.

Plano tackle storage systems are available in retail stores large and small across the country. Anglers shopping at larger stores such as Wal-Mart tend to be beginners and more casual, and the stock reflects interest in traditional systems, according to Simpkins. "As anglers learn and get more involved in fishing, they may not be able to get the niche fishing products they need. That’s when they head for the vertical tackle store where Plano’s more complex tackle storage systems are more likely to be sold."

New products on the horizon for Plano include its CDS (custom divider system) utility box, which won the Best Tackle Management System Award at the 2003 ICAST Show. The CDS utility box uses thicker heavy-duty materials in its divider walls and secondary latches, and has a patent pending design to increase space by 20 percent while fitting the same "footprint" as the 3600, 3700 and 3701 systems.

For the bass tournament angler, Plano has also developed the Tackle Logic System (TLS).  Tackle Logic is based on "wraps" and the wraps provide the foundation of the TLS. Plano offers several wraps in various sizes to suit your fishing needs. For example, the 1797 EVA Duo-Wrap combines the worm and finesse wraps. One of the 1797's unique characteristics is that it is the exact same dimensions of a 3700 utility box. To learn more about the TLS system, go to www.tacklelogic.com

Plano supports the Federation "anyway we can," Simpkins said, "because it’s the best grassroots fishing organization there is." Plano’s sponsorship of the Virginia Federation programs help to outfit teams and provide tournament prizes in exchange for getting Plano’s name out in view with banners at tournaments and adds in Tightlines. Plano also sponsored the Virginia BASS Junior Invitational Tournament at Buggs Island in 2003.

"We all hear the concern expressed that not enough people are getting involved in the sport of fishing. But we see tons of people coming along and it’s usually through organizations like the Federation, especially through working with youth," Simpkins said. In addition to working with the Federation, Plano supports the Future Fisherman Foundation, the educational arm of the American Sportfishing Association. Among its activities is the youth program, "Hooked on fishing, not on drugs." Visit the Foundation’s website at www.futurefisherman.org.

Plano also supports the Wal-Mart "Take a Kid Fishing Day," which in 2004 takes place on June 5. Kids go to local Wal-Mart stores, learn how to cast, tie knots and identify fish species. Then they go on a scavenger hunt in the store and receive a tackle box and other prizes. Plano’s pro-staff assist in the program at Wal-Mart stores where they live.

Plano has lots of information about its tackle storage systems on its website at www.planomolding.com and a good helping of pro fishing tips as well. Here are some tips offered by Denny Brauer, one of Plano’s Pro Staff: