Confidence and loyalty go hand-in-hand with respected brands, but they're not automatic. As a maker of carefully crafted hand-tuned lures and innovative fillet knives, Rapala is proud to be the number one brand, in both categories, for the second straight year.

This is the second annual survey of American anglers by Southwick Associates. The year-long research is scientifically designed and weighted to reflect all U.S. anglers.

• Among hard bait options, Rapala was by far the most frequently purchased lure in 2009, making up 30.6 percent of all combined purchases!
• Among fishing knives, Rapala was also the top choice, making up 22.6 percent of all purchases in 2009!

We know that our commitment to quality and effectiveness is appreciated, but we never take your loyalty for granted. Thank you- especially these days, when every penny counts- for continuing to choose Rapala.

Source: 2009 Annual Report on AnglerSurvey.com, Southwick Associates, Inc.