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Hello Jean Baptiste, can you introduce yourself to the readers of Fishing.news?
Jean-Baptiste Morel - Hello, then I am Jean-Baptiste Morel says JB, I have soon 41, already âeurosŠ and I come from Hauts-de-France. I am originally from the Somme valley, but for over 10 years, I live between Calais and Dunkirk up there. I am in charge of the marketing and communication for the FOX group's carnivorous brands throughout Europe.
After almost 30 years of carp fishing around the world, I focused a few years ago on sea bass, predators and salmonids. I've been with Fox since 2009 and with Lowrance through its distributors since 2015.
Can you tell us about your early days in fishing?
Jean-Baptiste Morel - I started fishing very soon after I became bipedal. My nanny's husband introduced me to fishing at a very early age on every vacation and weekend. Not being very stable on my two legs, he would tie me to a tree with a rope to make sure I didn't topple over into the water.
Very quickly, the rope disappeared, but the passion remained solidly. I still remember him re-setting his alarm clock an hour earlier behind his back to make sure we got the morning shot. Around the age of 10, I started fly fishing and fly tying. With my brother, 3 years younger than me, we raised our own roosters to provide us with feathers. Until I was 15 years old, I went to fly shows and fly tying contests, with a cast on my arm, and with my vise clamped on my skateboard. I was a bit of an old-fashioned nerdŠ
Then, when I was a teenager, the "sirens" of the carp attracted me in their nets. During 25 years, I scoured many lakes, canals and rivers of France and Europe, by day, but especially by night in search of giant carps. Author in European magazines, conferences, films, DVD, I had at one time the impression to have done a little the turn of the question.
I started by taking up the whip for migratory fish and salmonids, then a move to the Opal Coast inevitably pushed me towards the nearby sea. And here I am on the dark side of the carnivore now.
When, how and why did you agree to be a Pro-Staff?
Jean-Baptiste Morel - At a trade show, I was spotted by a salesman, Mathieu, from the Lowrance distributor at the time. I had a lot of media exposure in carp fishing, and the salesman and I saw the marketing potential for expanding the blue brand into an area that was almost untouched by electronics. Very quickly, through videos and DVDs, Lowrance became the number one brand in this fishery because of its ease of use, its intuitive and plug & play nature. Carp anglers aren't sonar savvy, so Lowrance products were a perfect fit with their affordable touchscreens.
My fishing evolved and I was lucky to have this electronic partner who accompanied me during this migration towards the sea and the carnivorous.
What does being an ambassador mean to you?
Jean-Baptiste Morel - It's already a pride to represent such a brand and an immeasurable honor to have their trust. Being an ambassador is a much greater responsibility than it seems. We are an important link in the sales and marketing chain in many ways.
We have to bring the "experienced user" touch to this chain. Thanks to our almost weekly or even daily use of the products, we can provide expertise to future customers, advice on how to use them to the owners of the probes, and the questions are numerous via social networks. We also provide feedback to product managers and sales representatives.
And finally, a lot of photo and video content for the marketing department. It is also important to be exemplary on the water and on the banks, because we are attached to a brand and we can't tarnish their good reputation.
What is your best memory, or anecdote, as a Pro-Staff to share with our readers?
Jean-Baptiste Morel - This partnership is a fabulous adventure. There are so many good memories and anecdotes. My first house maps thanks to the Genesis Live in the North arm of the mythical Saint Cassien lake. In a few minutes, I had, on my fishfinder screen, the first detailed map of one of the most mythical fishing spots in Europe.
In 2019, I was lucky enough to be on the number 1 Lowrance boat in the sublime BARRACUDA TOUR bar event. I was the "youngster" of the team among old sea wolves and locals of the stage. A crazy experience where I was able to put my little stone in the building by capturing the missing mesh bar of the sleeve for the accession to the podium. As much to say that the 3rd half-time was a "true" celebration.
I don't forget either the different shootings with the brand where each time we share a bit of our fishing with passionate people like us. And I am sure that other memories, even more beautiful perhaps, are still to come!
How do you see the fishing industry in France?
Jean-Baptiste Morel - So I have the chance to wear three hats, as a fisherman, as a fishing industrialist, but above all as a federal elected official since I am vice-president of an AAPPMA and assistant secretary of the Pas-de-Calais Departmental Federation.
As far as the market is concerned, France is with Germany the biggest fishing market in Europe and this is a great thing. It is said that fishing is dying in France, but in terms of volume of gear, France is doing very well. Where the picture is less rosy is in terms of the environment and the fishing association network. Many efforts have been made and are still to be made on the environment. Our fish have been under attack for more than 40 years. Bad management choices, unreasonable withdrawals, a ridiculous conservatism make our French fishing network a mess.
The carp fishermen were able to make themselves heard at one time in the 90's and succeeded in protecting their carp population, making France the number one destination in Europe for carp fishing. Unfortunately, for carnivorous fish and salmonids, we have preferred to focus on the sale of cards and the number of fish rather than the fishing leisure. And we understand why many French people go abroad to satisfy their passion. It is up to us to eat our black bread for the next 20 years, the time to erase 40 years of bad management.
Fortunately, things are changing. A handful of anglers have joined the resistance, joined associations and federations, and are making 180 degree turns that are good for our passion. And the increase in the number of fishing cards in some regions is a great indicator of the expectations of fishermen. The revolution will not happen without the involvement of fishermen in their AAPPMAs, entering offices or becoming private guards, etc...
We see many young people at the edge of the water, they follow Youtubers, influencers, known fishermen, it is a very good thing, it creates an emulsion, it misses just a little fish to make them completely addicted for many years.
I also dream of one day uniting the one and a half million ocean fishermen with the one and a half million freshwater fishermen in order to obtain a powerful federation that will finally make itself heard by public and political authorities. But it is beautiful to dreamâ?Š
Any advice for anglers who want to join a Pro-Staff team one day?
Jean-Baptiste Morel - This is a question I have been asked for years. There is no secret, you have to fish, fish and fish. It is the time on the water or at the water's edge that makes the experience, not the number of followers or the price of the equipment in your hands. If you want to be part of a team, the most important thing to ask yourself is what a brand could use from you. What can I bring to the table that they don't already have.
I created semi-professional fishing teams for 10 years in carp, pike and carnivore fishing. Each time, I was looking for the legitimate person who brought an extra piece to the geographical puzzle and a particular expertise in a type of fishing that we did not cover. Experience, loyalty and visibility are the primary things brands look for. Fishing is a healthy passion to be consumed without moderation so go for it!
