The concept of fishing at your doorstep has been turned into a business enterprise by Sutton Bridge angler Damien Pearce (28).
Bring on the Bait in Bridge Road has been open for two weeks after Damian took inspiration from his 15-year love affair with the sport.
The shop caters for carp, fly and river water fishing, with customers from Spalding, King’s Lynn and Wisbech taking advantage of Damien’s friendly service.
“Fishing’s in my blood and the shop is just another way for me to carry on with my passion,” Damien said.
“I had the idea for over a year but it was a case of trying to find the right location and it’s taken six weeks from the time I had the plan to actually opening the shop.”
Damien has received glowing feedback from the Sutton Bridge fishing community who claimed that the village had been without a tackle shop for more than 30 years.
“The support I’ve had has been unreal and a lot of people like riding to the shop on a bike, getting their gear and then going down to the river to fish,” Damien said.
“It’s good that we’re very close to the swing bridge and we’ve built up a good customer base already in two weeks.”