'Bubba sucks at fishing': Manitoba man turns punchline to purpose

CBC

30-07-2025

This August, during the Winkler Harvest Festival parade in Manitoba, Steve (Bubba) Peters will be handing out free fishing rods and reels. But behind the giveaway is a peculiar story that started not with charity, but with a prank.
About a year ago, Peters received a call from a friend who had spotted something unusual on the side of the road just outside Morden, a neighbouring city to Winkler.
Standing there, for all to see, was a sign that read: "Bubba sucks at fishing."
"I laughed. I thought it was absolutely hilarious," Peters told As It Happens guest host Paul Hunter.
At first, he wasn't sure if there might be another Bubba in town — but it didn't take long to realize the message was aimed squarely at him.
Two weeks later, another, different sign popped up: "There's those who can fish, and then there's Steve Peters."
"So, there was no doubt anymore [who the] sign was actually about," he said.
Peters said he's part of a friend group that loves to joke around. But to this day, even after some digging of his own, he hasn't uncovered the culprit behind the signs.
"I've done some digging and they've kind of been ruled out and I haven't been able to figure it out yet," he said.
And the signs kept coming. Each one took aim at Peters' fishing abilities with creative and sarcastic flair.
One read: "Books Never Written: 'How to Fish by Bubba.' Bubba sucks at fishing."
Turning it for good
After a few quiet months, Peters figured the prank had run its course. But in May, yet another sign surfaced, this one reading: "Steve's therapist told him to embrace his mistakes, so he went fishing. Bubba sucks at fishing."
And that's when inspiration struck.
"I said, 'You know what, I got to do something with this.' Like you can't let something like this really go to waste." Peters said.
He made a bold offer with a post on Facebook: he would donate a dollar for every like and share that he would receive on his post. Two close friends matched his pledge, and from there, the community quickly joined in.
Local businesses like Canadian Tire, 4 Pines Construction and Winkler Game and Fish, stepped up to support the cause, and donations poured in.
While Peters admits the project grew far beyond what he ever imagined, the outpouring didn't come as a complete shock.
"There was a big support during my battle with cancer a number of years ago, so in a sense, I guess it's just my way of giving back to the community," he said.
With $1,500 raised, Peters was able to buy fishing gear for eight children in Manitoba.
Inspired by success, Peters launched a tongue-in-cheek T-shirt line bearing the slogan: "Bubba Sucks At Fishing." Sales brought in even more money, along with a $500 donation from an Alberta construction company.
Now, those additional funds will be used to purchase more rods and reels, all of which Peters plans to give away at the Winkler Harvest Festival parade.
A way of life
Whether the signs themselves hold any truth or not, Peters says it depends who you ask. Peters did recall lighthearted jabs from one longtime friend, who might argue the answer isn't in his favour.
"I don't think I suck as bad as he and the signs have said, but he would be sure to tell people that I am not a fisherman," said Peters.
But whether he's catching fish or not, Peters believes the real message in all of this has nothing to do with bait and tackle.
"My dad told me years ago: the easiest person to make fun of is yourself. If you can't laugh at yourself, you're missing out on life," he said.
"There's a lot of things I could be upset about, and I could be like, 'Why me? This isn't fair.' But it's much easier to smile and laugh about it than it is to be upset about it."