Al Cox loved fishing

Our Approach

It’s pretty simple. Grandpa told me to always give people more than they expect. I try to personally call each customer to make sure they get what they want.

Our Story

As an avid fisherman, my dad started creating lures as a youngster. He told us about the time his mom caught him using the iron to melt lures together. Later he opened Jim’s Bait Shop, Home of the Factory Trained Crickets. In the early 90s, after testing body sizes, shapes, and colors, he perfected the Brim Reaper.

Meet the Team

We have a small but powerful team of individuals who assemble and package each lure by hand.

Al Cox


Dad loved these bugs and refused to produce overseas.

Miss ya Pop!

Justin Cox


Hoping to keep dads passion alive and keep families fishing.

Jerry Kinnaman

Product Testing

Jerry lives for the outdoors and loves hunting and fishing.