PICO

PICO stands as one of America's oldest fishing lure manufacturers, with roots deep in Texas soil. The company's story began in 1933, during the Great Depression, when Corpus Christi resident Fred Nichols crafted a cedar wood lure resembling a saltwater piggy perch. What started as a hobby making lures for family and friends grew into a successful business as word spread about their effectiveness.
Named after Padre Island (PICO standing for Padre Island Company), the brand gained popularity in both saltwater and freshwater fishing. Over its 85-year history, PICO has adapted to changing markets and ownership, expanding from its original designs to various fishing products. Through multiple transitions and owners, including Ed Henckel, Bob Miller, and eventually Steve Frick, the company maintained its commitment to quality while evolving with the times. Today, PICO continues its legacy from Lago Vista, Texas.