By Anne Archer , Journal correspondent

EAST DORSET — The SteelShad Fishing Company is making East Dorset well known in fishing communities around the country.

The family-run business began in 2016 when Captain Steve Niemoeller, a Florida fishing guide, talked Stephen Price, CEO of SteelShad and East Dorset resident, into mixing business with pleasure.

Price, who grew up fishing with his dad and grandpa in the South, agreed to partner up with Niemoeller and two friends, Brad Wightman and Campbell Mathewson, to start a business that sells fishing lures.

SteelShad lures are popular with anglers because of their versatility. They can be used in salt water, fresh water, and in water six inches to sixty feet deep. This means the lures are able to catch a variety of fish like bass, trout, strippers, and flounder.

The SteelShad Bladebait— made of malleable stainless steel — was October’s featured lure of the month in “On The Water Magazine,” an anglers guide to New England.

But that wasn’t SteelShad’s first advertising boost.

This past spring, the company was selected to be a partner in Amazon’s “Exclusives” program. The lures launched on Amazon in June, and after a successful “Prime Day” — a day Price says is like Christmas in July — SteelShad was one of seven businesses nationwide chosen for Amazon’s “Small Business Spotlight” campaign.

The campaign was developed to showcase how small businesses can rapidly increase their sales on Amazon by reaching a large number of customers. Being selected into the campaign means that SteelShad receives help from Amazon with fulfillment, customer service and placement on Amazon deal pages.

“SteelShad was exciting to us for many reasons, including the fact that they have a high-quality product and a passion to serve customers in their neighborhood and around the world,” Amazon said in a news release. “We are proud that

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