Len here is shown in the 1962 Garcia Annual,  catching Atlantic salmon on the Morrum river, which would be my dream place to fish. He has been fortunate enough to travel far and wide to indulge his love of fishing with ABU.

Here an Australian article from Modern Fishing  August 1980 which brings newcomers to appreciating the quality of the ABU marque in our part of the world.

Combos were without doubt ABU's way of educating Anglers (both new and old) into the most successful way to utilize their superb products.

Without doubt, the almost complete, sequenced and fascinating source of information for ALL things ABU has to be from 1948 with the Napp och Nytt catalogs! These come in many languages issued at different starting times. I collect the English Tight Lines version (missing earlier than and 56, 57, 58. 60, and 63 issues) as well as N&N. Look here for a page of interesting links. Aways looking for a Russian, French , Polish and Spanish copy too!

Len himself is such a trusting, considerate and sharing man, with such  technical expertise, vision and persistence and that one could not help believe their (Gote and Len)  words as gospel.

Unfortunately the old ABU is no more. Why ? Read on (soon) in his delightful text and understand the failings of government and if you are in management, learn from his visionary techniques.

Significant years for A.B.Ufabriken are here. 

In my mind, four of the the major milestones for ABU were 1. Carl Borgstrom's decision to build fishing reels evolving from his first attempt at a casting reel shown here; 2. the fore-thought to fill gaps in product lines by Outsourcing;  3. the hiring   by Gote Borgstrom of Ake Murvall who designed the Ambassadeur itself and 4. the taking on the Japanese on Television with respect to patent violation by Len Borgstrom!

See his Ambassadeur here

Further to the above reference to patent violation of the Ambassadeur my good friend Len Borgstrom actually shared an interesting story about catching unscrupulous persons/companies out. This was done  by a devious but effective means whereby a small hole was drilled in the Abumatic which had no purpose whatsoever other than to see whether it would be replicated by copists. Sure enough it was done, and in court it was a very good means to demonstrate the copying of  intellectual property rights on the Abumatic. There is a reference in Len's book ABU and Garcia  What happened? See pages 78/79 for more in depth recollection in Len's words.

A chance encounter with Swedish (now e-mail friend) Anders Täpp who works at an Ad Agency www.idebild.se was discussing copyright with a friend, drew my attention to the story which I had long since forgotten and consequently failed to place here. Thanks for the compliment and reminder here Anders and also the kind offer of some assistance with a website issue!

The primary reason IMHO, that  ABU reached this position of dominating the world angling scene is because they had multiple facets to the brand name. Not only did they produce the world's best tackle over a very long time period, revered by both the ordinary common fisherpersons such as ourselves as well as  royalty (and Len even taught the prospective Queen of Sweden to fish)  

They were the first company to take a holistic approach to the marketing of fishing beyond the commercial sense of the word. The Golden reels are testiment to the position, ABU's reels should be held up to. My personal connection, whilst beginning in the 60's as a child saving his pocket money to buy ABU Killer, Hi-Lo and Toby lures, became more more two way when I began writing tot he company in Sweden, UK , USA and Australia.

My early ABU Correspondence  Letters 1, 2, 3, 4 

Len and Sten Wilhelmsson and Sten Stenberg. The ABU export managers.

Note, fashionable Len, flaired Safari suit no less!

"The pictures were taken in the 70's when we had a sales meeting in Sweden for our most important customers in Japan. "

Len

Japanese guests of ABU at Svangsta with Anita Borgstrom assisting

All fishermen need a sense of humor. Here a great story from the past, recently  submitted by Len Borgstom Documented in  British CLASSIC ANGLING Magazine. Keith Elliot , editor  (approval granted)

Treasured memories with mates in Northern Iceland 1978

Ralph Lafferty, CO Ericson, Johnny Morris and Len. JM individual

Len is being inducted into the Freshwater Fishing Hall of Fame in USA, for his contribution and outstanding achievement in Freshwater fishing. My journalist friend Patrik Tjornmark wrote a great story (in Swedish) about Len Borgstrom and ABU  and it is linked here... As Len told me in his words... Patrik was my guest at the ABU Cottage to make the story. I did not fish because I wanted my guests to have the first chance. I had invited Jan Sjöblom and Olle Lidesjö from ABU to join us for lunch. One of the Ambassadeurs which we used did not function as well as I thought it should, so after lunch I suggested to Jan that we go down to the river to test it. I showed Jan that I could hardly cast across the river. I made two casts and caught the fish pictured. That is why I was not dressed for fishing!!

Below Len Borgstrom, ex owner and  CEO of    A. B.Urfabriken  presenting the beautiful twin reel 50th Anniversary set of reels (Morrum and Record 5000 replica) to  His Royal Highness King Carl Gustaf, King of Sweden.   Patrik's Photo Essay  on Len Borgstrom

Who else but ABU,  produced such diversified catalogs that considered conservation, youth education, rewards for record captures, personal health, biology and environment of the target species, fishing techniques and so on, in Napp och Nytt and Tight Lines? No company that I know of!  Many of the wonderful articles from the ABU catalogs, Tight Lines and Napp och Nytt will be brought back to life to you here, as time permits. Just a sample from 1959 eg Can fish really see colour? Angling , Fine Medicine, and lots more with kind thanks to ABU's policy of permitting reprinting given due acknowledgement of the source of the material.  (Please keep producing  these wonderfully educational catalogs ! ) To keep the fishing public informed and aware of not only new and evolving  product but also business data, newsletter updates were released regularly, such as these from the 70's. Page 1, 2, 3, 4, 5, 6.

This child looks excited at a Swedish fishing competition! ABU saw the fishing education of youth as being important to their core business of selling tackle as well as the loftier goal of giving a lifelong healthy interest to kids.

Catalogs with special thick cardboard inserts and spirally bound,  to help the dealers get to know new and emerging products were also produced. A typical example was this 1970 Tight Lines drawing attention to selling points of all ABU products such as reels, rods, lures, lines and all sorts of  accessories including gaffs, nets, smokers, ice fishing augers etc.

More pages shown here

The ABU Song was noticed by me in the English Language "Tight Lines" ABU Catalog of 1959. Click here for the actual readable notes Click here for the readable size lyrics An interesting time trip back to a very simple and enjoyable and non -politically correct world ! Download of tune here sometime? Perhaps some musical ABU fisher person might be willing to play or sing it and record it for posterity as an .mp3 for me to upload here as I am quite certain it is not currently published anywhere ??? This has to be a Gem!

The Borgstrom family have indeed left an indelible mark on the fishing landscape and the Sports Fishing world, even before the word was coined. We are all the richer for their persistence in pursuing the concepts of quality and innovation in face of the face of insurmountable difficulties. My world changed because of them and I am an unashamed Abuphile of long standing. Len represents our last living link with the management from the  glory days of the Classic ABU fishing reel. Long may he live to pursue his new new activities!

Len Borgstom's 80th birthday

In 2011, Management at the Svangsta ABU factory saw fit to celebrate both Len's birthday and the 90th Anniversary of ABU factory on the banks of the Morrum River, with the production of a magnificient boxed set , comprising chrome Ambassadeur 5000 C accompanied by watch, cuff links and tie bar. Fittingly Len was presented with  #1 of only 60 created for the special occasion. It is my fervent desire to acquire one of these sets.

Len kindly shared photos of his treasured presentation.