PEETZ Outdoors Celebrates Its 90th Year Anniversary

Launches Artist Series of Reels Hand Carved by Jason Hunt

VICTORIA, July 15, 2015 /CNW/ - PEETZ Outdoors, a Canadian manufacturer of fishing reels, rods and unique fishing tackle, is commemorating its 90th year in business under a new ownership group that is intent on honouring the guiding principles of the Company's founder, Boris Cecil Peetz: uncompromising quality, extreme durability and a lifetime guarantee.

"When I bought the business from Boris' children in 1977, we continued to do business the way Boris did since he started the company in 1925," states Bill Hoosen.  "To ensure the quality of our products, we hand make just about every component in our shop.  It's a unique and sometimes difficult commitment in this day and age, but it's what we built our reputation on."

PEETZ famous mahogany and brass fishing reels are produced in limited numbers by hand using traditional methods. PEETZ continues to utilize many of the tools and jigs created by Boris Peetz nearly a century ago. Over the last nine decades, the artisans at PEETZ Outdoors have created more than 250,000 reels for salmon and halibut fishing and the company has ingrained itself into the West Coast fishing culture from California to Alaska.

In November 2014, Victoria locals Art Aylesworth, Shawn Aylesworth and Marc Hoelscher joined PEETZ as new partners. Both Art and Marc have been fishing with PEETZ reels since the 1980's and jumped at the opportunity to be a part of this nostalgic brand.

One of the first initiatives the new team introduced was an additional guiding principle into the company; a commitment to integrate wild fish conservation and enhancement into its business practices. "As a gear and tackle supplier, the health of PEETZ is tied to the health of our wild fish resources," states Marc Hoelscher. "We have to be guided by the long term prospects of the sports fishing industry and therefore do what we can to support the fishing community and wild fish conservation programs that are its backbone."

In June 2015, PEETZ also launched its new Artist Series of reels: mahogany and brass fishing reels hand carved by well-known local Kwaguilth carver/artist Jason Hunt and featuring two female salmon with roe in a symmetrical circular pattern.  The limited edition pieces are also kicking off an initiative with the Pacific Salmon Foundation called "Reel Change" - where $10 from every reel sold via will be directed to the foundation's salmon conservation programs throughout British Columbia and the Yukon. "There will be a total of six Artist Proofs in the edition that will not be available for sale but will be donated to fundraisers for salmon conservation," states Hoelscher. The first two Artist Proofs were auctioned recently by the Pacific Salmon Foundation (PSF) and fetched $3000 each for salmon conservation.

"To celebrate our 90th anniversary, there will then be a limited run of 90 additional hand carved, signed and numbered reels available for purchase." These commemorative hand carved reels are currently being sold by PEETZ for $799 each, again with a portion of proceeds going to PSF.  "These pieces are a unique form of truly West Coast Canadiana," states Art Aylesworth. "A beautiful wood fishing reel handcrafted by a legacy manufacturer and then hand carved by an important local artist into original pieces of aboriginal art. The feedback so far has been overwhelming and these reels are generating interest with both the fishing community and collectors."



For further information: David Davies, HarbourWerks Strategies, Mobile: 250.744.7415, Email:

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