About Red Alert Lures

Georgetown, Louisiana · Est. 1979

Handmade by a fisherman who never forgot where it all started.

The Story

It was 1979. Keith Fussell was 11 years old, fishing Kitterlin Creek in Georgetown, Louisiana with his dad Louie. Louie was heading back offshore for work and this was their last chance to fish together for a while. They were catching bream — until they ran out of crickets.

Louie told his son: "If you find a way to catch more fish, we can stay."

Keith disappeared into the woods and came back with three lures he had made from the hollow end of a pine limb. He punched small holes through the wood, threaded pine straw through them to look like the legs of a bug, and slid a hook into the end. They floated on the surface and twitched like a live cricket on the water.

"We caught at least 50 more fish that day. And we got to stay."
— Keith Fussell, Founder, Red Alert Lures

That was the first lure Keith ever made. He didn't think much of it after that day. He just knew he loved making things that caught fish, and he never stopped.

Louie's Pocket

Fast forward 35 years to 2014. Louie suffered a massive heart attack. In the emergency room, as they rushed to transfer him to another hospital, Keith gathered his father's clothes. In the bib pocket of Louie's overalls, he found something he hadn't seen since he was 11 years old.

That first pine limb lure — encased in acrylic. Louie had carried it with him for 35 years. Every day. Through offshore rotations, through seasons, through decades. He had never once mentioned it.

"He had carried it all those years. I never knew it. I cried very hard on the way to the other hospital."
— Keith Fussell

Louie coded in the ER that night. He went into surgery and fought for three days. He passed away surrounded by his family.

Keith still has that lure.

Every lure that leaves Red Alert Lures carries that same spirit — something made by hand, made with purpose, made to catch fish and make memories worth keeping. That is not a marketing line. That is where this all comes from.

47 Years Later

Keith Fussell has been making lures for 47 years out of Selma Community in Georgetown, Louisiana. He travels to outdoor shows across the country — from Louisiana bayous to Texas lakes to wherever fish are biting and anglers are looking for something that actually works.

Every product bearing the Red Alert Lures name is built the way Louie raised his son — with pride, with purpose, and without cutting corners. The Kajun Kutter hooks are triple diamond sharpened because Keith got tired of hooks that fail. The Louisiana Triple Threat was designed from scratch because nobody else was building what bass anglers needed. The Psykeaux Shad colors have names like Gator Puke and Luziana La Roux because this brand comes from a real place with a real culture.

This is not a corporation. It is one veteran, one craftsman, one lure maker who has been at this since he was 11 years old — and a man named Louie who told him he could stay if he found a way to catch more fish.

By The Numbers

47 Years making lures — since 1979, started at age 11 on Kitterlin Creek, Georgetown, Louisiana.

100% Service Connected Disabled Veteran — proudly serving the fishing community the same way he served his country.

Zero shortcuts taken — every lure hand built, every hook triple diamond sharpened. No exceptions.

One reason it all started — a man named Louie, a pine limb, and a boy who wanted to stay and fish.

★ 100% Service Connected Disabled Veteran · Veteran Made · USA Proud ★

Tight Lines... God Bless!

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