Reaction Innovations was founded in 2002 by Andre Moore. While fishing pro tournaments across the country, Andre decided to apply his lifelong passion for making lures that were better than what was available. Andre created the Sweet Beaver and went on to win the FLW Forrest Wood open at Beaver Lake in Arkansas and the rest is history. Reaction Innovations now produces some of the best soft plastic lures available on the market in a variety of colors and sizes. Can't go wrong with Reaction Innovations!