The Cole family have been fish merchants in Lowestoft for the past 80 years.  Supplying hotels,  restaurants and catering establishments throughout East Anglia and wholesaling 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 Sams Baits was established.

Using their extensive knowledge of the industry and contacts throughout Europe they have been able to establish Sams Baits as the fastest growing fresh and saltwater bait supplier in the UK.