WE ARE ONE RAPALA VMC

Our fishing club operates wherever there’s water. But we don’t want to let mere geographical distance get in the way of team spirit. That’s what the One Rapala VMC mindset is all about: having less management layers and bureaucracy, and more cooperation between business units. There’s no reason to let information and expertise get siloed up – that’s why we keep up with each other’s projects, challenges, and victories. (It’s also a great way of making fishing buddies around the world).

Angling can be a lot of things for different people. For some, it’s the excitement of finding (and using!) the top-notch gear. For others, it’s the intoxicating thrill when you feel the tug on the line. No matter our preferences, we can all agree on this: angling is also about the environment. It’s about clean waters and healthy fish. In other words: it’s about respect. To do our part in ensuring our sport has a future, we’ve set sustainability as one of the cornerstones of our business. Our goal is to become one of the most sustainable fishing tackle companies by 2024. Read here how we’re going to do it.

This is the part where we pat ourselves on the back for a bit. Because ever since Lauri Rapala carved his first lure, we’ve been reshaping the sport with innovations. From the Original Floater’s unique “wounded minnow action” to Sufix’s world-first 100 % recycled monofilament fishing line, we’ve always been casting to the far horizon. And when you get a taste of the far horizon, you get a hankering for more. That’s why we still hand-tune and tank-test our balsa-bodied lures to make sure they have the perfect action. And that’s why we re-innovate our product packaging to pave way for a more plastic-free future. From product design to corporate sustainability strategies, marketing campaigns, packaging design, and logistics, we always keep ambition and innovation as our compass.