Ebro Australian Antique Vintage Fishing Reel History Information, reeLpedia ®  by Bernard, [Bernie] Ladd, 2013.

On the 25th of June 1986, Peter Jowett interviewed Arthur Rogers, son of Edward Bullock Rogers, founder of the Rogers Bros. Manufacturing Works Pty. Ltd. This engineering company, formerly located at 59 Nepean Highway, Elsternwick, Melbourne, employed repetition engineers, general electroplaters, metal pressers and turners. In the 1930s it commenced production of EBRO Reels, which were exported to the United Kingdom, South Africa, New Zealand, and Canada. The average production in its heyday reached 50,000 EBRO fishing reels per annum. Arthur Rogers commented that the brand name “EBRO” is an acronym referring to his father’s name Edward Bullock Rogers.

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Production of EBRO Reels included:

Brass models; Bakelite Spool models with nickel-plated brass backs; and several fly reel models. Initial EBRO Reels were made from brass and referred to as Trout reels. Rogers Jnr. stated that before EBRO production, his father’s general engineering company repaired and manufactured reels for Hartley’s Pty Ltd. At a later stage, they also repaired and serviced fishing reels for the Melbourne Sports Depot. The production of EBRO Reels ceased around 1960, due to the flooding of the local market with reels from the USA and Japan. EBRO could not compete economically with these mass-produced cheaper imports. Rogers Bros Manufacturing Works Pty. Ltd. continued its general engineering works until finally it closed down in the early 1990s.