Customers are already streaming into a new fishing tackle shop in Sutton Bridge, Bring on the Bait, in Bridge Road.
It’s the first venture into retail for proprietor Damien Pearce, of Sutton Bridge, who has an extensive knowledge of fishing, which is his passion.
“It’s a perfect combination of bringing together work with something which I love doing,” he said. “The location beside the River Nene is ideal, and we are close to the A17. We have already attracted lots of interest and had numerous walk-ins from people keen to see what we have to offer.
“Feedback has been very encouraging and people seem pleased to see a local person, such as myself, running a local shop.”
He understands that it is the first time in around 20 years that Sutton Bridge has had its own fishing shop.
It stocks affordable fishing gear, all kinds of tackle associated with river and sea fishing as well as live bait, such as maggots and lug worm. Damien is also looking to buy in second-hand stock. The shop is also selling Tydd Gote Angling Club water books.
Damien has plans to organise a charity fishing match in the next two months to support children with cancer (www.childrenwithcancer.org.uk/) and is in the process of looking for a venue and people to take part.
The shop is open Monday to Saturday, from 9am to 5.30pm and its Facebook page can be found at www.facebook.com/groups/295963490567227/.