Who Really Makes Bass Pro Shops' Fishing Rods – The Answer May Surprise You

Who actually builds the fishing rods on the Bass Pro Shops rod wall? Johnny Morris’s name is on the blank, but the factory’s name isn’t. Bass Pro’s own California supply chain statement, its warranty page, a 2023 recall of about 78,500 children’s rods made in China, and a Made in USA label on the $199.99 Johnny Morris Patriot all point to the same answer. Most Bass Pro house-brand rods come from contract factories overseas that the company has never named. A few top Johnny Morris rods are labeled Made in USA, and their builder isn’t named either.

We start in the back of a Springfield, Missouri liquor store in 1972 and follow Bass Pro’s rods up the ladder, from Tourney and Crappie Maxx to Bionic Blade, Extreme, CarbonLite 2.0, Signature Series, Platinum Signature and the Patriot. We look at the FTC’s Made in USA standard and check the rumors that the rods are secretly Shimano, Daiwa or Temple Fork Outfitters. We also cover the 1-year warranty versus the 10-year warranty, and the ‘Made in’ line printed near the handle that tells you which supply chain your rod came out of.

Now check your own rod. Does the Made in line on your Bass Pro rod say USA or a country in Asia? Tell me in the comments, along with how many seasons it has lasted.

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