BRAINERD, Minn., July 24 /PRNewswire-FirstCall/ -- The move into the lure market is a first for the Central Minnesota firm, which remains best known for its Aqua-Vu Underwater Viewing Systems. Far from strangers to the world of fishing tackle, Nature Vision President and CEO Jeff Zernov represented Lindy-Little Joe Tackle for many years, prior to co-founding In-Fisherman magazine in 1975.

Crazy Crank Lures are built using a super durable solid core resin that unlike wood or plastic, will not crack, leak, or sink. In addition, the lures cast like rockets and deliver a rhythmic yet consistent action, as well as a unique sound that's accomplished by through a hydro-dynamically designed head.

A mere five prototypes of the Rumbler topwater lure have accounted for over 60 muskies, including many by muskie fishing legends Doug Johnson and Dick Pearson.

"I am excited to place the Rumbler and Crazy Crank in the hands of a respectable organization with the capabilities to get the lures in the boats of many more anglers," says Crazy Crank creator Don Schwartz. "The Rumbler has piqued the interest of muskie anglers so fast that I just couldn't meet the demand on my own. This is a design and material that will change muskie fishing, and I think this move assures that the lures will get to the public before the imitations come along."

The Crazy Crank and Rumbler muskie lures were unveiled at the Chicago Muskie Show in January. For more information about Crazy Crank lures, please visit http://www.crazycrank.net.

Nature Vision, Inc. (NASDAQ:NRVN), a publicly held corporation headquartered in Brainerd, Minnesota, created Aqua-Vu, the first self-contained underwater viewing system in 1997. Founded by President/ CEO Jeff Zernov, Nature Vision, Inc. continues to reinvent the outdoor experience.

SAFE HARBOR STATEMENT

Certain matters discussed in this press release are "forward-looking statements," intended to qualify for the safe harbors from liability established by the Private Securities Litigation Reform Act of 1995. Statements other than statements of historical fact are considered forward-looking statements, and often contain words such as "expects," "anticipates," "intends," "plan," or "will." Such forward-looking statements are subject to certain risks and uncertainties, which could cause actual results or outcomes to differ materially from those currently anticipated. Factors that could affect actual results or outcomes include changes in consumer spending patterns; our success in implementing its strategic plan, including its focus on innovation; actions of companies that compete with us; our success in managing inventory; movements in foreign currencies or interest rates; the success of suppliers and customers; the ability to deploy our capital successfully; adverse weather conditions; and other risks and uncertainties identified in our filings with the Securities and Exchange Commission. Shareholders, potential investors and other readers are urged to consider these factors in evaluating the forward-looking statements and are cautioned not to place undue reliance on such forward-looking statements. The forward-looking statements included herein are only made as of the date of this press release and we undertake no obligation to publicly update such forward-looking statements to reflect subsequent events or circumstances.

Source: Nature Vision, Inc.