Who in 1940, would ever have thought A.B.Urfabriken, ABU, ABU Garcia would rise to its prominant position in quality world fishing tackle?
Obviously first class product designs and a committed work force were primary requirements but a receptive, even demanding customer base were equally important.
This educated fishing public, which is comprised of both genders and all age groups as well as the disabled. ABU has a good history of involving women and children in developing an interest in fishing.
Look at this facinating link to how they supported University education of future industrial designers
I will initally look at Staff Training
Education and training of its staff, not only on the factory floor but also in the publicity department and staff of retail fishing stores were paramount to continued success.
One of the methods used in Sweden to initially achieve this was to produce these 6 volumes to 'educate' staff.
These 'letters' were internal documents and never for sale, rather given to staff to peruse as homework.
I am indebted to Uffe Edefuhr for sourcing these very desirable and expensive old papers for a nominal cost to me.
In time I will scan pages and comment on salient points from these.
They are written in Swedish, so will take some time to do.
Click to see the pages from individual 'papers' in more detail
Yet another form of written communication with ABU sales staff and fishermen were the small phamplets called 'fisken vid disken' which were offered in the early days, viz this one in 1952.
These are the covers of the magazine and more pages can be seen here. They were released during the same period as Napp och Nytt. It appears to more about fisherman's results.
So many other means of educating the users of ABU fine tackle, were achieved through their famous catalogs, Napp och Nytt and Tight Lines as English speaking people know them.
Some sample pages from the TL late 90's are below
Tight Lines were published in a dozen languages around the world and can be seen here.
Today internet and TV play a part in spreading the good word of ABU.
Look at ABU's recent Utube video
Other world wide older print advertizing from all around the world can be seen here
Still desperately searching
for a loan of, purchase or scans from the 1960 ABU Tight
Lines Catalogs , for use on this site
if you can share this
Also can some kind person from Spain, Russia, Poland or Czech Rep. please help me find an ABU catalog from their country (any year)