About us

Food Chain is a premium fishing tackle brand built on fish biology, innovation, and a relentless drive for sportfishing performance.

Our mission is simple: to craft lures that seamlessly blend into the natural food chain and trigger instinctive strikes from apex predators and panfish alike. Whether you're chasing bass, walleye, pike, musky, lake trout, or panfish, Food Chain™ gives you the edge.

Each product in our lineup is engineered for specific fishing situations and techniques while at the same time mimicking the size, movement, and characteristics of key forage species in North American waters. This approach allows anglers to easily “match the hatch” and present baits that get bit.

Food Chain lures are built using the highest quality materials available. Our production uses USA premium grade scent free plastisol, premium non toxic heat cured powder paint, and the highest grade metal components available. Our products are also handmade with care and precision using cutting-edge manufacturing techniques. The result? Lures that don’t just look real, they act real, and they hold up to the most aggressive strikes and toughest fishing conditions, trip after trip.

At the helm of Food Chain is David MacDonald, an award-winning lure designer with over 25 years of experience and four ICAST Best of Show Soft Plastic Lure wins to his name. A dedicated multi-species angler and respected industry contributor, David leads a team of equally passionate professionals.

With thousands of hours logged on the water and in the workshop, the Food Chain team lives and breathes fishing. We don’t just make lures, we make tools that empower anglers to connect with their passion, elevate their performance, and land the fish of a lifetime.