Named for the feeling, not the ambition.

About Humble Bait Co.

Humble Bait Co. is a plain-dealing Maine bait company for people who just want to catch fish.

Round plastic worms can roll on the hook, bury the point, and waste casts. The Square Deal began with a simple answer: make the body flat-sided so it sits where you rig it. That is the whole idea.

One Worm, Made Deliberately

The Square Deal is 4½ inches long, weighs 0.4 ounces, and is poured in salt-loaded, medium-hard plastisol. Its square cross-section is fished on the diamond, helping it resist rotation while giving it a gliding, rocking fall.

Our flagship color is watermelon with black flake. There are thirteen worms in every bag because you are going to lose a few. The price is ten dollars because we do not do ninety-nine cents.

The Guarantee

Fish the whole bag. If it does not catch you a bass, mail us the empty bag and we will refund your money.

No pro staff. No hype language. No endless line of nearly identical baits. Just one useful worm, a fair count, and a straightforward price.

We’ve lost more than we’ve landed.