HOOC was born from a simple idea at our family bach in the beautiful Marlborough Sounds. Tired of messy, smelly squid bait wrapped in harmful plastics, we knew we needed a better way—one that would protect the very waters we love. After all, we are only caretakers of this land, and it’s our duty to preserve it for the generations to come.

What started as a casual ‘think tank’ over beers and BBQs with Dad and my siblings, soon became a mission: to create a sustainable alternative to traditional bait. We knew there was a solution out there—we just had to discover it.

And discover it, we did.

After countless fishing trips and experiments, we developed HOOC—a game-changing bait solution that is easy to use, plastic-free, and made from materials destined for landfill. Driven by a passion for the ocean, we’ve created a product that not only makes fishing easier but also helps protect marine life from the dangers of plastic pollution.

At HOOC, we believe that if you do nothing, nothing changes. That’s why we’re committed to making a positive impact by offering an eco-friendly, shelf-stable bait that eliminates the need for refrigeration or freezing. Unlike frozen squid bait, HOOC is mess-free, hassle-free, and always ready for your next adventure—whenever the fishing bug strikes.

This is just the beginning. Our journey started with a problem, and our solution is designed to power good, fostering a future where our oceans are cleaner and our environment is protected. Together, we can make a difference—one bait at a time.

Our Values

1. Eco-First
   Our commitment to protecting the environment guides every decision we make. From plastic-free packaging to natural materials, we prioritise eco-friendly solutions that safeguard our oceans and planet for future generations.
2. Sustainable by Design
   Sustainability isn’t an afterthought—it’s at the heart of everything we do. Our products are designed to minimise waste, reduce carbon footprints, and use renewable or recycled resources, ensuring we leave a positive impact on the environment.
3. Transparency
   Honesty and openness are the cornerstones of our business. We believe in full transparency, from sourcing materials to production processes, so our customers know they’re making an ethical choice with HOOC.
4. Innovate with Purpose
   We challenge conventional methods and think outside the box to create innovative, sustainable solutions. HOOC is always evolving, exploring new ways to improve our products and reduce environmental harm.
5. Think Different
   We’re not afraid to disrupt the norm. By questioning traditional practices and seeking better alternatives, we aim to reshape the fishing industry and prove that eco-friendly doesn’t mean compromising on performance or quality.
6. Respect and Support Local Māori
   We honour the heritage and knowledge of local Māori communities, working to uplift and support them. Their deep connection to the land and sea inspires us, and we strive to collaborate in ways that reflect mutual respect and benefit.
7. Empower People
   At HOOC, we believe in empowering individuals—whether it’s by providing eco-conscious choices to our customers, supporting local communities, or inspiring others to take small actions for a big impact. Together, we can create meaningful change.