History Lesson, The Herter’s Legend

History Lesson, The Herter’s Legend

From Midwest Flyways Podcast by Midwest Flyways

June 2, 2026 · 12 min · Episode 521

About this episode

This episode explores the history of Herter’s, a legendary catalog company that influenced Midwest hunting culture.

In this episode of Ten Minute Tuesday, the guys take a deep dive into the fascinating history of Herter’s—the legendary catalog company that helped shape Midwest hunting culture for generations. Long before online shopping, big-box outdoor retailers, and social media influencers, hunters eagerly waited for the annual Herter’s catalog to arrive in the mail, packed with everything from duck decoys and calls to boats, waders, and hunting camp essentials. The episode explores the story of founder George Leonard Herter, whose larger-than-life marketing style turned a small Minnesota sporting goods business into one of the most influential hunting brands in America. From the famous “Model Perfect” slogan and outrageous product claims to the rise of Herter’s decoys, boats, and hunting gear, the guys break down how the company changed waterfowl hunting forever and became a cornerstone of Midwest outdoor culture. They also discuss the lasting legacy of Herter’s, why old catalogs have become collector’s items, and how many of the marketing tactics and gear debates hunters see today trace their roots back to the original hunting empire built in Waseca, Minnesota. If you love waterfowl…

People in this episode

Host: Midwest Flyways

Topics covered

  • hunting history
  • waterfowl culture
  • catalog companies
  • outdoor gear
  • marketing tactics

Keywords

  • Herter’s
  • hunting culture
  • waterfowl
  • catalog history
  • George Leonard Herter
  • hunting gear
  • Midwest outdoor

Sponsors

Flyways Hunt Club

Mentioned in this episode

Organizations: Herter’s

Places: Waseca, Minnesota

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