News

Man finds bait business niche, fills it

Peter K. Prybot
Published: July 28, 2007

While bass fishing last summer, Howard Rafiel Johnson realized the need for a special bait business in Gloucester.

The 50-year-old disabled Gloucester resident formed a business to fill that void. He’s also learned the don’ts of that enterprise during its approximately monthlong life. Lately, business has been brisk.

Many disgruntled anglers

“Last summer I heard complaints from so many bass fishermen who came to Gloucester to fish, especially on Saturday and Sunday afternoons, that they couldn’t get any bait because most of the bait stores close at noon on Saturday and around 10 a.m. on Sundays,” said Johnson.

His remedy was to start a business — Raf’s Bait Wagon — and sell $5 packages of iced-down fresh herring seven days a week during the bass season from his 1991 Toyota wagon.

“I also sell used rods and reels that were rebuilt by Jim’s Custom Rods in Gloucester,” Johnson said. A row of rods with price tags that flutter in the afternoon breezes also rests against his light blue Toyota, while an ensemble of reels pepper the vehicle’s hood.

“This is my 34th year of rebuilding fishing tackle. I started doing this in San Diego,” said Jim Vallario, owner of Jim’s Custom Rods, who also periodically visits Johnson to see how his tackle is selling.

Johnson has been lately buying herring from a vessel that primarily makes daylong trips.

“The fish are so fresh that if you are not careful, they will kiss you. The scales are still on the herring,” he said.

He packages the herring in Zip-loc bags — usually eight to 15 fish per bag, depending upon availability — and keeps these units iced down in coolers on the back seat of his vehicle.

“The fish are on ice 24/7. I get ice every day at Cape Pond Ice Co. Just ask the people there,” Johnson added.

“This business is a convenience thing for the customers. Anglers can now buy bait or gear while enroute to their favorite fishing spot. This is no-wait bait,” he explained. “The average fisherman wants to fish for three to five hours. My bait packages are just the right size to do this — not too little nor too much.”

Johnson spends most of his work day standing with the aid of a cane outside of his Toyota. During slack spells, he enjoys sitting under an oak tree at his work site and letting the harbor breezes fan his face. He’s also hooked up to a cell phone to take any incoming calls. A cloud of entrepreneurial zeal envelopes the area. Johnson knows he has discovered something good.

Most of his customers want to see the fish before they purchase it.

“This is fresh herring right off of the boat. I’ll tell you this fish won’t be here in an hour. I’m as serious as a heart attack,” he often tells them.

Many passing motorists who know Johnson by now give him a honk. “I wave to everyone driving by, whether they wave to me or not,” Johnson said. A pair of American flags that sit on the top of his Toyota, along with the long Raf’s Bait Wagon sign complete with his telephone number and a large “fresh bait” poster nearby, also help catch the attention of potential customers.



His learning curve

Johnson’s initial business site at the Jodrey Fish Pier, a popular bass fishing area for locals and out-of-towners, was short-lived.

“The state said, ‘No vendors on the state pier — period,’” he said.

So Johnson relocated near the entrance of the pier adjacent to Pigeon Cove Whole Foods. This was another no-no spot according to the city of Gloucester. He also found out a city permit to sell bait and fishing equipment, as well as a state bait dealer’s license, were required to operate.

“They weren’t free,” Johnson said. He added, “I had to take the train into Boston and walk from North Station to the Division of Marine Fisheries Office along Causeway Street. It hurts for me to walk.”

He was later told by the city powers-that-be that he could conduct his mobile bait and tackle business at the entrance of Parker Street across from the new Rockport National Bank branch. The site is shaded and easy for customers to pull over and park.

Johnson is happy here.



‘I’m trying’

Johnson’s initial bait supplier and a competitor, whom he declined to identify, also cut him off from getting herring.

“I’m the new one. They’re trying to put me out of business; but, I can move around and sell the bait. I’m not stationary, and I don’t pay taxes on any property like them,” he explained.

Fortunately for Johnson, several day-fishing boats are netting herring.

“I’m disabled, and I don’t get SSI checks. I have heart and degenerative disc ailments. My heart has springs in it. I’m just trying to survive. I have to save enough money for the winter. I’m trying,” Johnson added.