Andre Moore started Reaction Innovations in 2002 while fishing professional tournaments from the East to West coast. Andre has been making fishing lures since childhood always looking for a better lure to catch fish. Starting with tying flies as a kid and evolving to making balsa crankbaits, hand pour worms and swimbaits. When Andre started fishing the national tournaments he quickly realized that unique lures could bring him a competitive edge while fishing against the best anglers in the country. Andre created the Sweet Beaver from a hand pour prototype and went on to win the FLW Forrest Wood open at Beaver Lake in Aransas and Reaction Innovations was born. We strive to create new groundbreaking designs to give our customers the advantage as well.