The Cole family have been fish merchants in Lowestoft for the past 80 years. Supplying hotels, restaurants and catering establishments throughout East Anglia, we also wholesale fish throughout the UK and Europe.

In 2010, the Sam Cole Food Group was established to amalgamate the existing family businesses in a purpose built state of the art factory. During this time Sam’s Baits was established.

Using their extensive knowledge of the industry and contacts across the globe, they have been able to establish Sam’s Baits as probably the most highly regarded bait supplier in the UK.

Recently, Christian Cole (Sam’s Baits founder) has bought his brother Sam out of the business. He now trades under the name ‘CA Cole International Ltd’.

CA Cole International Ltd now owns and runs the Sam’s Baits brand, as well as its interests in the wholesale of fishing bait across the globe.