South Bend
South Bend Bait Company has over 100 years of history. It was founded in 1890 in South Bend, Indiana. The company's first name was Specialty Manufacturing Company, later becoming Worden Bucktail Bait Company. In the early 1910s, the company became known as South Bend Bait. The firm is famous for its Oreno series of lures: "Flash-Oreno", "Bass-Oreno", "Trout-Oreno", "Surf-Oreno", "Pike-Oreno", and other Oreno lures. These lures were produced in various versions until the early 1960s.
South Bend Tackle Company
The South Bend Tackle Company was founded in 1890 in South Bend, Indiana. Unlike many small, regional lure makers, South Bend quickly grew into a massive, comprehensive manufacturer that produced nearly every type of fishing equipment imaginable: rods, reels, lines, tackle boxes, and, most famously, a vast array of lures.
The Iconic "Oreno" Family
South Bend’s legacy in lures is defined by the "Oreno" family of wooden plugs, renowned for their effectiveness and distinctive wobbling action.
The Bass-Oreno: This is arguably South Bend’s most famous creation, introduced around 1915. It was a classic wooden plug with a dished metal lip that caused it to dive and execute a unique, wide, erratic wobble when retrieved. Its success made it one of the most popular and imitated lures in the history of freshwater fishing.
The Oreno Lineage: The Bass-Oreno spurred a full family of baits, including the smaller Babe-Oreno, the larger Pike-Oreno, and the distinctive Trix-Oreno, which featured a more complex, injured-minnow action.
A Complete Line: Beyond the wooden plugs, South Bend produced countless spoons, spinners, and fly-fishing tackle, cementing its role as a one-stop-shop for anglers.
The brand name still exists today, continuing the tradition of supplying tackle, and its vintage lures remain highly sought after by collectors worldwide.
