Hardy and Greys goes mainstream with new coarse marketing manager

Hardy and Greys started 2007 by announcing its intention to move into the mainstream coarse market.

As a major part of this, the Northumbrian-based company has appointed Andy Petherick as Marketing Manager for the Coarse and Sea disciplines. He will work alongside John Wolstenholme who is Marketing Manager for the game side of the business.

Commercial Director Ian McCormack said Hardy and Greys had enjoyed considerable success in the specimen carp market for many years and now wanted to expand its energies into the mainstream arena.

Andy Petherick“We will initially be focusing on the specialist specimen market sectors but our ambition is to design and develop innovative, high-quality products which will directly appeal to a new generation of coarse angler,” he added.

A fly-fisher who learned his sport on the banks of the River Test in Hampshire, Andy Petherick has worked in the industry since the age of 16 when he joined Orvis as a ‘Saturday boy’ in its Stockbridge store.

After following a degree in Fish, Game and Wildlife Management, he was promoted to Fishing Manager, running retail fly fishing schools throughout the UK before opening an Orvis shop in Ludlow, Shropshire.

A spell with DHP magazines saw Andy set up and edit Today’s Flyfisher before returning to Sales with Cortland Line Company, responsible for its European customers. A six-month break in which he travelled the world, taking photos and fishing (including salt water angling in Cuba and the Seychelles), ended with his job offer from Hardy and Greys.

“My biggest business challenge is to streamline the product-to-market operation,” said the 29-year-old.

“From a personal point of view, I am hoping that working alongside the best coarse and sea anglers in the country will extend my knowledge in both fields. I have fished in RMC waters around London and enjoyed shore bass and pollock fishing in Ireland, Wales and England as well as skate fishing in Scotland but still have plenty to learn! In exchange, I shall be giving Hardy and Greys the benefit of my experience within the industry. The future is going to be exciting!”