Today, up to 12,000 tons of fishing lures, heavily loaded with plasticizers, are lost in the aquatic environment around the world. To solve this problem, using advanced composites technology, a Wisconsin entrepreneur and a research team at the Polymer Engineering Center at the University of Wisconsin-Madison developed a sustainable soft-plastic fishing lure. The new fiber reinforced fishing lure is still rubbery and soft,  but will no longer rip when being pulled on by a fish or under other loading conditions. Consequently, fishing lures, which almost always end up on the bottom of a lake or river, can now be reused time and again, not only taking a load of the environment, but also of the pockets of millions of fishermen around the world. Entrepreneur Ben Hobbins with the University of Wisconsin team in the Lab of the Polymer Engineering Center (Photo Jeff Miller) 

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