Growing up angling in the creeks and streams of southeast Pennsylvania, Hunter Grogan ’14, ’16  knows what it takes to catch a fish. So two years ago, when he was home bass fishing with a friend and each began complaining about the poor-quality bait they were using, the designer in him thought he could make it better.

He began by calling on employees at some of the biggest companies in the industry — including DeWALT and Stanley Black and Decker — to share their knowledge on manufacturing processes. And after a lot of trial and error, Grogan taught himself how to make bait. Using his experience in MICA's Environmental Design program, he did rapid prototyping with silicon molds and spent a year testing the product with actual fishermen to ensure he got it right.

“DeWALT and classes at MICA taught me that,” he said about the importance of customer testing as well as the research and design process. He studied object design and product manufacturing as a student and worked on projects with DeWALT, Stanley Black and Decker and ZeroChroma. “I learned from the people who were actually doing it, selling consumer products.”

As he launched Zee Bait Co., which specializes in premium artificial bait for bass fishing, Grogan stayed true to another value he learned at MICA — being environmentally conscious. He strives to ensure the company’s bait is free from toxic phthalates found in almost all soft-plastic bait, making it better for the environment, fish and end eater.

Often on the road promoting his products at fishing shows, Grogan has worked hard to grow the business — for a long time, he had only his mom to help fill the occasional order. With an exceptional 85 percent returning customer rate and five national-level anglers helping promote Zee Bait products, he sees great potential for the future. And winning 25K in seed funding in MICA's annual UP/Start Venture Competition a few years ago helped him manage the company's growth and “do innovating instead of the business, which took up all of my day.”

“Eighteen-hour days can be painful but they’re fun because I get to talk about fishing all day,” he added.

Today, Zee Bait is a national, tournament grade brand that sponsors professional and college-aged bass anglers.  Grogan continues to work on new products, including one new one funded by the UP/Start prize.

"Our products are entirely made in the U.S. and are known as the most durable in the market, and I'm actually working on one now that’s even more durable and eco-friendly – it will also be the most expensive soft plastic fishing lures in the industry, but it will last a lot longer than other products. People will pay if its worth it," he said.