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South Bend® Fishing was born in the heartland of America over 100 years ago. This is our heritage. This is what defines South Bend and why we've been successfully creating family fishing memories for generations. All South Bend® products have been designed and created with a fond respect for our history combined with a singular focus to provide a comprehensive line of fishing equipment and accessories that anglers and their families can trust and enjoy for many years at prices they can afford.