Carrots are about to give fishing enthusiasts across the UK a revolutionary new range of rods that deliver advanced performance levels for strength, stiffness, weight and toughness while being the most environmentally friendly hi-tech rods the sport has ever seen.

The material at the heart of this revolution in rod design is CurranTM which is now set to revolutionise product performance in everything from fishing rods to snowboards and car parts.

Invented by two fishing mad scientists and entrepreneurs, CurranTM will herald a new age of environmentally friendly products. Through a top secret process, nano fibres found in carrots are extracted and combined with high tech resins enabling tough, durable components to be moulded to whatever shape, degree of stiffness, strength or lightness required.

The Just Cast range of high performance fishing rods will offer lengths of 7.5 – 10 feet and will be officially unveiled on 16 March at the Go Fishing Show 2007 in Birmingham. Lightness, outstanding power for superior distance casting and ultimate rod control for all weather fishing are among the benefits that enthusiasts will experience from the Just Cast range which will retail direct from

As well as retailing direct to consumers, talks are taking place with some of the biggest brands in the fishing equipment market.

With colourful backgrounds that have taken them from university research to being involved in advanced aerospace technologies and helping build ancient weapons of war for ITN Factual, CurranTM inventors Dr David Hepworth and Dr Eric Whale are poised to revolutionise manufacturing.

CurranTM is set to be one of the first major materials innovations since the introduction of carbon fibre fishing rods over thirty years ago.

David said: “The Just Cast range offers unique power and control in all environments and being the most environmentally friendly product on the market it will help fisherman safeguard the environment they take so much pleasure from.”

He added: “When assessing what market offered us the best entry opportunity we opted for the sporting goods market as it is more receptive to new materials. There is a £7 billion market worldwide for fishing rods and Europe, which will be our initial target, is one of the biggest individual markets.”

A client of Scottish Enterprise's High Growth Start-Up Unit, David and Eric's company CelluComp was launched in 2004 with funding secured from a Scottish Executive SMART Award, Scottish Enterprise Business Growth Fund, Halifax Bank of Scotland loan and founder equity.

CelluComp now aims to achieve rapid growth and David and Eric are already at work on extending the range of rods and their next product venture.

Campbell Murray, Head of the Scottish Enterprise High Growth Start-Up Unit, said: “The flexibility of CurranTM and the performance it can deliver opens up a wide number of market opportunities. This is continuing proof that Scottish companies are at the forefront of technological innovation on a global level.”