What the Fishing World Can Learn from the Kraft Heinz Breakup

Kevin Wolfe
Sep 7, 2025
4 min read

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By Kevin Wolfe | Casts That Care

When I first read the news that Kraft Heinz was splitting up, my mind immediately jumped to fishing. Not the fish sticks in the freezer aisle, but the fishing business world, especially Bass Pro Shops and Cabela’s.

We have talked a lot in this newsletter about their 2017 merger and what it meant for anglers, small shops, and the industry at large. So when I saw Kraft Heinz unwinding one of the biggest food mergers of the last decade, I could not help but think: what does this say about mergers in our own corner of the world? And are there lessons here for fishing companies, both big and small?

The Kraft Heinz Story in a Nutshell

Back in 2015, Kraft and Heinz came together in what was supposed to be a powerhouse partnership. Backed by Warren Buffett and 3G Capital, the idea was simple: scale up, cut costs, and dominate the grocery aisles.

But over time, the cracks showed. Consumer tastes shifted toward fresher and healthier options, innovation lagged, and the company ended up writing down billions in losses. Stock prices dropped by more than half, and the merger that once promised synergy now looked bloated and sluggish.

Now, Kraft Heinz is breaking apart into two new companies, one focused on grocery staples like Kraft Singles and Lunchables, the other on sauces and spreads like Heinz ketchup and Philadelphia cream cheese. The logic is that simpler companies can be more focused, more agile, and hopefully more profitable.

The Bass Pro Shops and Cabela’s Comparison

My first thought was Bass Pro and Cabela’s. That merger came from a similar place: two giants combining to achieve scale, streamline costs, and dominate outdoor retail.

And while it worked in some ways, consolidating power and creating a national retail presence that is hard to ignore, it also left gaps. Independent fly shops and smaller gear makers suddenly had a stronger argument. They could deliver expertise, community, and authenticity in a way the big box behemoths could not.

Fly fishing especially thrives on niche. It is not about how many rods you can stock in a warehouse, it is about the knowledge behind the counter, the stories told on the river, and the ability to match gear to local waters.

Where Big Companies Thrive and Where They Struggle

Here is what I have noticed:

Thriving: When big outdoor retailers focus on accessibility. If you are a new angler in a town without a fly shop, a Bass Pro or Cabela’s can be the place to get started. Big mergers do help broaden reach and lower costs, which makes fishing more approachable for beginners.

Struggling: When size becomes a substitute for focus. In fly fishing, the companies that try to be everything to everyone usually end up with shelves full of generic gear that does not inspire much loyalty. The cost savings angle rarely translates into meaningful innovation for anglers.

That is exactly the lesson Kraft Heinz learned. Scale without innovation does not get you very far.

If a Big Merger Were to Work in Fly Fishing

If I imagine a merger in our world that actually makes sense, it would be between companies that complement each other rather than duplicate. Think of a rod company with strong warranties and reach teaming up with a fly line manufacturer that pushes innovation.

Together, they could offer a better total package to anglers without losing their identities.

But if two massive retailers or manufacturers merged just to cut costs, I would be skeptical. It usually means less variety, slower innovation, and more of the same gear pushed out in bulk.

Lessons for the Fishing Business World

So what can the Kraft Heinz breakup really teach us?

Focus matters more than scale. Niche companies that know their anglers and innovate around them will always have a place.
Consumer trends shift quickly. Just like people ditched processed foods for fresher options, anglers are shifting toward sustainable, durable, and responsibly made gear.
Small does not mean weak. Independent shops and specialized brands can adapt faster than giants weighed down by layers of management.
Consolidation is not always the answer. Growth sometimes means slimming down, not bulking up.

Final Thoughts

The fishing industry, like the food industry, walks a fine line between consolidation and community. Big players can bring people into the sport, but they will never replace the role of small shops, independent brands, and passionate innovators who keep fly fishing fresh.

If Kraft Heinz’s story tells us anything, it is that bigger is not always better. In fact, sometimes breaking things apart is the best way to keep growing. And for us anglers, that is a reminder to keep supporting the places and companies that put focus, authenticity, and innovation first.