Rafael provides foundation for rod building group

Foundation Outdoor Group has continued its focus on European expansion with the appointment of Rafael Llaneras to lead its southern Europe sales and distribution initiatives.

The world’s largest supplier of rod building components, supplies, equipment and instruction said “Rafa” would concentrate on growing sales and distribution in the region, including Italy, Portugal and his home country of Spain.

Gary Benney, vice-president of operations for Foundation’s European efforts, said: “Rafa is a tremendous addition to the Foundation family. He’s an industry veteran, already well versed in our product line. He is also an avid angler, who knows the species and waters across the continent.”

Rafael resides on the Balearic island of Majorca, Spain with his wife and two children.

Having fished at the professional level for many years with an emphasis on big game species, he has won many tournaments, including the coveted Spanish Tuna Trolling Championship, and has helped pioneer slow pitch fishing in Spain.

As a 10-year American Tackle ambassador, Rafa brings a wealth of knowledge and experience to Foundation Outdoor Group.

Brook Oliva, Foundation’s president and COO, added: “Growing our presence in southern Europe is a key component to our larger expansion strategy. We’re excited to have someone of Rafa’s calibre join our team. Under Gary’s leadership, I am sure that Rafa will make an immediate impact for Foundation.”

With the recent addition of its European headquarters in Halmstad, Sweden, Foundation Outdoor Group is well positioned to grow its presence across Europe and to meet customer demand for fishing rod components and tackle goods.

The group’s brands include Mud Hole Custom Tackle, American Tackle, MHX, Custom Rod Builder (CRB), ProProducts, ThreadMaster and FishHawk.