Indpendent Tackle & Marine Shops Unite!

Hey y'all,

Little detour from the usual shirt talk. We want to tell you about something we built called Reel & Keel.

We're fishermen first. That's the whole reason Mudminnow exists. We're also a small shop trying to make payroll and move product on the internet, same as the tackle store down the road from you. So we see both sides of this thing. We know what it feels like to get buried by the big boxes, and we know what it feels like to want a rod or a box of jigheads and have no easy way to find the folks who actually know the water.

Because that's the part that bugged us. Search for gear online and the chains own the whole first page. The independent shops, the ones that rig your leader, tell you what the fish are doing that week, and sponsor the kid's tournament, are buried three pages deep if they show up at all.

So we built a place that puts them first. Reel & Keel searches independent tackle and marine shops all at once, so you can see what's in stock without ever landing on a big-box page. When you find what you want, the link takes you straight to that shop's own site and you check out with them. We don't sell you anything on it, we don't mark anything up, and it doesn't cost the shops a dime.

Why go to the trouble? Same reason we started Mudminnow. Rising tide, all boats. When money spent on fishing stays with people who actually fish, all of us do better, us included.

It's young and rough in spots, so kick the tires. Search for something you actually need, and if a shop you love is missing or something looks off, tell us. We read every note.

Have a look at Reel & Keel

Tight lines,
The Mudminnow crew