About Us

Mission Statement

At BC Fishing NZ, our mission is clear: Deliver top-quality and affordable fishing lures and accessories straight to passionate anglers nationwide. By bypassing the middleman, we make sustainable fishing not just a method but a cost-effective joy, allowing everyone to savor the rich bounty of the sea. It’s angling made easy, accessible, and sustainable – because great catches shouldn’t come with a hefty price tag.

BC Fishing NZ Values

  1. High Quality: Crafted with Precision and Excellence

    • We take pride in custom designing our lures, meticulously selecting top-tier components to ensure the highest quality standards.
    • Partnering with an ISO-accredited factory reflects our commitment to excellence, where every lure undergoes rigorous testing before production, with random quality checks to maintain our uncompromising standards.
  2. Eco-Friendly: Sustainably Yours

    • Minimizing environmental impact is integral to our ethos. We use minimal packaging for our products, contributing to a reduction in waste.
    • Our lures boast a remarkable 98% mouth hook-up rate, allowing for the safe return of unwanted catches to the sea, preserving marine ecosystems for future generations.
  3. Family: Building a Community, One Angler at a Time

    • BC Fishing NZ is more than a brand; it’s a family-based business where customers and friends seamlessly become part of our community.
    • Through platforms like Facebook and direct email marketing, we foster a close-knit community where questions are asked, ideas are shared, and decisions on new products, styles, and colors involve the collective input of our valued community members.

Get to know us

Welcome to BC Fishing NZ, a small family-run business nestled in the heart of Onerahi, Whangarei. Our journey began with a simple yet ambitious goal—to make high-quality fishing lures accessible to all at an affordable price point, without compromising on excellence.

How do we achieve this? Through our direct-to-customer business model. When you purchase from us, you’re buying directly from the importer, bypassing retail stores and eliminating unnecessary middlemen. This means you enjoy the same trade prices that are typically marked up along the traditional retail route.

Our online store operates efficiently, ensuring your order is picked on the same day, with a 7 pm cutoff. The next day (excluding weekends), your package is swiftly dispatched via courier, destined to arrive at your doorstep or office. We prioritize your satisfaction and strive to provide a seamless experience from selection to delivery. Thank you for choosing BC Fishing NZ—a testament to quality, affordability, and a passion for angling excellence.


A bit about Brook:

Meet Brook, your friendly neighborhood fishing addict with a story that’s hooked from start to finish. Picture this: a pint-sized angler sitting on the rocks with dad and casting lines down at the wharf with grandma. But it was in the wild days of his early 20s that the passion truly took hold. Rock hopping, surf casting, and that magical first boat—a 10ft tinnie for those dawn harbor fishing adventures. And there, my friends, he got seriously hooked.

Now, let’s talk about work. You know, that thing we do so we can afford to feed our fishing obsession? Brook’s no stranger to that philosophy.

Fast forward to a particularly fish-less day in 2015. Frustrated over the reef with not a nibble in sight, Brook delved into his tackle box and found a sliding lure. “Why not?” he thought. Rigged it up, cast it over, and BAM! Fish on. The kind of day that turns frustration into triumph.

Since that game-changing moment, Brook’s been on a mission—exploring more spots, following drift lines, and embracing the joy of lighter gear. Lure fishing became a dance, a constant rhythm that kept him on his toes without the anchor-dragging hassle.

Now, about that tacklebox. It went from a modest collection to a lure wonderland. But, alas, life threw in a curveball—the kids arrived. Suddenly, those $20-25 lures became precious treats. And so, the idea sparked: why not share this awesome, clean fishing method with everyone?

With a background in procurement, Brook set out to make it happen. Two and a half years of research, testing, tweaking, and voilà—two awesome sliding lures were born. Perfect for Snapper, Trevally, Kingfish, and a whole aquatic cast of characters.

Stay tuned, fellow anglers. There’s more on the horizon, and Brook’s got a tacklebox full of surprises coming your way. Happy fishing!


Brook Bond



Nora Bond

Helper & Lure Thief