In July, ifishibelong’s Be What You Don’t See Campaign and On the Real with Ubuntu Fly Anglers featured Mario Guel, founder of fly fishing outfitter and lifestyle brand Taco Fly Co.. Mario talks with Angelica Talan, a passionate fly fisher and content creator from Washington, D.C., about his journey from a skateboarder in San Jose to a fly fishing guide in Plumas, California.
Mario now guides the rivers of Northern California as well as the waters of Alaska and Baja. Of Mexican heritage, Mario is also a proud ambassador of Brown Folks Fishing, an organization dedicated to cultivating the visibility, representation, and inclusion of people of color in sport fishing and the fishing retail industry.
Mario founded Taco Fly Co.to celebrate the love for fly fishing, fun, and tacos. His desire to be “different in fly-fishing” is helping to shift the fly-fishing industry to a more inclusive and enjoyable approach.
Mario became a life-long fisher after catching a perch on a spinning rod at five years old. He developed a love of bass fishing and, as a child, woke up early to watch fishing shows on television. His interest in learning to fly fish was stoked by the occasional fly fishing program and by viewing “A River Runs Through It.” Luckily, Norman “Mas” Fujimoto – an “OG” salmon and steelhead fisherman – lived across the street and became teenage Mario’s fly fishing mentor, teaching him how to cast.
Mario was also deep into skateboarding, with a close-knit group of friends who shared a love of skating, graffiti, and hanging out. He remained steeped in that culture for 30 years until an injury left him unable to skate. He immersed himself in fly fishing and eventually moved north to the Trinity River. Finding the mountain community less culturally diverse than the Bay Area, he nevertheless found his people – bass fishers and skaters who also fly fish.
I wanted to make something that when you think about it, you think of my heritage and then think (of) something that's good no matter who you are. Everyone loves tacos.
Mario and his friends were seen as a-typical fly fishers. He captured his early days with them on the Trinity in a series of video blogs which he named “The Trinity Stuper-Flies.” Mario realized there was an opportunity for a brand that celebrated his and his friends’ authentic selves and their emphasis on the joy of fishing. They were also looking for fly fishing swag that was well made and wasn’t “wack.”
Enter Taco Fly Co., a brand that Mario created to reflect their unique spirit and style on the river. Why “Taco Fly?” Mario: “I wanted to make something that when you think about it, you think of my heritage and then think (of) something that’s good no matter who you are. Everyone loves tacos.”
Today, Taco Fly Co. is known for well-made clothing and accessories and for providing guided fly fishing trips in Plumas County (Feather River, Lake Almanor, Lake Davis), the Trinity River, and the Lower Sacramento River, with a laser focus on fun no matter the fishers skill level. Mario is also careful to share information with the people he guides – from where they will be fishing that day, to the materials in the flies he uses.
Upping the fun factor are their signature cocktails, “Special Beers” that taste like tacos. Recipes can be found on the Taco Fly Co website. Again, Mario: “The cocktail we started to make was kind of like a handshake for people across fly fishing to say, oh, you like special beers? I love special beers. Let’s fish together.”
- Book a guided trip through Taco Fly Co
- Follow @hook_lime_stinker and @tacoflyco on social media
- Subscribe and like Mario’s videos on YouTube
- Buy and wear branded clothing and swag from Taco Fly Co
The outdoors are for everyone. From beginners to pros. From city kids to country OGs. If you show up with respect and kindness, you’re part of the crew.
- Say Hello First.
- A simple “hey” or smile on the water goes a long way. You never know how much it means to someone to feel acknowledged and seen, especially when they’re new or don’t look like the “typical angler.”
- Share, Don’t Shame.
- If you see someone struggling with a cast, a rig, or gear, offer help with kindness, not judgment. Gatekeeping kills stoke. Sharing builds community.
- Embrace All Styles, Species & Skill Levels.
- Fly fishing isn’t just trout and dry flies. Whether it’s bobbers, streamers, beads, or bluegill, celebrate every method and moment. Let go of purity culture, there’s no “right” way to fish.
- Normalize Affordable Gear.
- Fishing doesn’t have to be expensive. Make space for the $80 combo just like you would for a $1,000 rod. People need to feel welcome before they feel pressured to make a purchase.
- Make Space, Literally & Figuratively.
- If someone is in “your” hole, don’t act entitled. Offer a smile or a tip. The outdoors belong to everyone. If you see someone new to the space, consider inviting them in.
- Celebrate Visibility.
- Representation matters. Support brands, creators, and organizations that showcase people of all backgrounds, abilities, and body types. Follow and amplify people who don’t look like the old-school fly fishing image.
- Be Available, Not Overbearing.
- Let folks know you’re here for questions or company, but don’t assume. Listen more. If someone shares a tough outdoor experience, don’t dismiss it. Validate, support, and ask how you can help.
- Support Inclusive Organizations.
- Be What You Don’t See.
- If you never saw yourself in this space, be the version you wish existed. Authenticity bridges cultures. Your presence opens doors for others.
- Keep the Stoke Alive.
- This is a sport of joy. Of rivers and sunsets and laughter and quiet. Let’s protect that joy for everyone. Say hi. Lend a net. Celebrate the weird rods and wild fish.
- De-emphasize judgement and competition
- Unfollow negative accounts that mock other fishers
- Research guides before booking. Know what your goal is and find a guide that matches that goal. Example: are you a beginner that wants to learn? Make sure the guide is comfortable with teaching fly fishing skills
- Say ‘hi’ to others on the river. Don’t be bummed if someone gets to a spot before you. That’s an opportunity to discover a new spot.
- Share equipment and knowledge
- Celebrate more species
Throughout his personal and professional life, Mario has stayed true to himself. By starting and operating Taco Fly Co., Mario is helping to evolve fly fishing from a once self-serious, elitist pursuit to a joyful and welcoming one.
“In the fishing industry, they want you to be a specific way. Like in golf, they want you to tuck in your shirt and you don’t want to tuck in your shirt. Don’t tuck it in. Be you, man.” Mario Guel
- Ampal Creative – https://www.theampalcreative.com/
- Autumn Harry – https://www.instagram.com/numu_wanderer/
- Bero nonalcoholic beer – https://berobrewing.com/
- Brown Folks Fishing – https://www.brownfolksfishing.com/
- Kenai River Recon – https://kenairiverrecon.com/
- Kooyooe Pa’a Guides – https://kooyooepaaguides.com/
- Redington – https://farbank.com/pages/redington
- Running Bear Fly Co – https://www.runningbearflyco.com/
- Special Beers – https://tacoflyco.com/collections/special-beers
- Taco Fly Co – https://tacoflyco.com/
- The Curtis Creek Manifesto – Thriftbooks.com
- The Trinity Stuper-Flies
The 2025 iFishiBelong “Be What You Don’t See” campaign highlights leaders breaking barriers in the fishing industry. Each month, we will feature individuals who challenge conventions and inspire change with passion and resilience, motivating the next generation of anglers to create their paths and “be what they don’t see.” By highlighting these trailblazers, we aim to inspire broader participation and show that leadership roles in the fishing industry are accessible to everyone, creating a more inclusive vision of success.
