Welcome to Action Bait Co.

What makes a fish bite a bait?  Scent and vibration are thought to be important; so are vision and motion.  But every angler knows of successful baits that would never naturally appear in the fish’s world, except at the end of a hook.  The most popular live bait of all time, the worm, does not swim suspended of its own accord, yet almost any fish will eagerly gobble up a juicy night crawler.