Berkley “Culls” PowerBait CullShad Swimbait, Offering Consumers Free Replacement Bait

COLUMBIA, S.C. – In Spring 2023, Berkley Fishing introduced the CullShad to a great deal of fanfare and success among top-tier tournament anglers. After releasing the first batch of product to retailers, the quality assurance team at the company identified that this run of product did not live up to the company’s high standards and the Berkley promise to help anglers catch more fish. The issues include inconsistencies in the bait’s hardness and some deformities, both of which have negatively compromised the bait’s action which does not allow it to work as designed.

Berkley’s commitment remains to provide anglers with scientifically-backed baits that surpass expectations, so the company is enacting a plan to get a new batch of properly manufactured baits in the hands of anglers as quickly as possible.

To accomplish this, anyone who has purchased a CullShad is being asked to help the company “cull” them. Berkley will replace any purchased CullShad at no cost with one that performs as it should. There is no need to return anything but rather follow these simple and straightforward instructions to receive a replacement CullShad in the same color and size that meets the high standards established in the design process:

  • Take a picture of your CullShad(s) on or next to a piece of paper detailing your name and the date you’re submitting the photo.
  • Visit or use the QR code below to initiate the replacement process and upload your photo.

  • Fill in the required information and click submit. You should receive a confirmation email from Berkley.
  • All replacement requests must be received by July 31, 2023.
  • Replacement CullShad(s) will be shipped by the end of August.

The team at Berkley has identified the cause of the issues and are already in production of the next round of baits that meet our stringent standards. By the end of August, the new round of baits will be sent to consumers to replace the previously released baits and we will resume shipping to retailers.

“We take great pride in the Berkley CullShad and firmly support its innovative design, which provides consumers with a fresh perspective on swimbaits,” said Berkley’s Senior Vice President of Marketing, Jon Schlosser. “We have a responsibility to anglers nationwide to guarantee that each product performs according to its intended design. Therefore, we are proactively taking steps to address the concerns related to the CullShad by implementing a replacement program for affected customers, aiming to ensure their utmost satisfaction in light of the inconsistencies found within the first batch of baits.”

Our commitment to our customers and anglers is to continue to develop and introduce the world’s best baits. We appreciate your help ensuring that only the best CullShads survive.

About Pure Fishing

Pure Fishing is a collection of the world’s favorite fishing brands. Every day, all around the world, someone experiences the joy of catching a fish with one of our products. From gear for epic battles at sea to a relaxing day with family at the lake, our portfolio includes the most recognized and admired brands in fishing tackle, lures, rods, reels and storage. Abu Garcia®, All Star®, Berkley®, Fenwick®, Fin-Nor®, Frabill®, Greys®, Hardy®, Hodgman®, Johnson®, JRC®, Mitchell®, Penn®, Pflueger®, Plano®, Shakespeare®, SpiderWire®, Stren®, Ugly Stik® and Van Staal®.