PARK FALLS, Wis. – St. Croix Rod announces that Justin Sterner and the team at Outdoors East will be taking over sales representation throughout New England for both conventional rods and fly fishing in the states of Maine, New Hampshire, Vermont, Connecticut, Massachusetts, and Rhode Island. The agency is also being tapped to represent the company’s expanding fly-fishing product lines throughout the entire Northeast, specifically, in New York, Pennsylvania, New Jersey, Maryland, Delaware, Virginia, and West Virginia.

Sterner, a 23-year sales rep veteran and principal owner of Outdoors East since 2009, says he’s excited to be representing the well-established family-owned St. Croix brand. “I live in Vermont, but my roots are in Northern Wisconsin,” Sterner says. “My family has spent our summers there for five generations; it’s where all of us developed our passion for multispecies angling. I’ve always owned St. Croix rods and have a deep affinity for the brand; whether we were out fishing for walleyes, bass, or muskies, we were always fishing with the Best Rods on Earth.”

Before he was allowed to become a sales rep in his father’s (Parker Sterner) rep agency, Sterner says he was required to spend time working in retail. “Dad wanted me to gain a better understanding of the customers I would someday be servicing,” Sterner says. “My first job in the fishing industry was in Milwaukee at The Fly Fishers, where St. Croix Imperials and Legend Elites were some of the first rods I ever sold.”