Peacock Bass Fishing Legend Passes at 72

Terry Jonathan Jertberg, 72, of Gainesville, Florida, passed away unexpectedly on Thursday, May 23, 2024. Jertberg was perhaps best known for his love of peacock bass fishing, taking many to his homeland of Brazil to get in on the action. He was renowned for his excellent hand carved baits, HighRoller Lures, which “always seemed to catch the biggest peacocks.”

“He was just a fantastic guy,” said lifelong friend Shaw Grigsby, Jr., who knew Jertberg for more than 30 years. “Terry had a heart of gold. He loved people. And that’s how you judge someone. We lost a good one.”

Jertberg was the CEO of High Roller Lures, which are regarded by many to be the best peacock bass baits out there. The hand-carved bodies featured bright paint schemes that always seemed to draw strikes, and the through-wired construction stood up to the angry antics of peacocks.

He also hosted over 50 trips for peacock bass in the Amazon, putting anglers on bucket list fish in an exotic locale. Grigsby traveled with Jertberg many times in pursuit of peacocks, sharing not only the exciting fishing but the flavor of the jungle. Jertberg enjoyed exposing others to the sites and sounds that can be found only along the Amazon.


Jertberg was born in Natal, Brazil on February 29th, 1952. He wed Sharon “Sherry” Ann Montgomery on December 23, 1976 and they were married for 47 years. In addition to fishing, he enjoyed shooting, gardening, traveling, eating Brazilian food, spending time with friends and family, and serving at the church. He loved enjoying any of his down time with his kids and grandkids.

The Celebration of Life service will be held at 6 PM on Sunday, June 2nd, 2024 at the Pentecostals of Gainesville Church. Rev. Jimmy Toney and Rev. Jeffrey Arnold will be officiating. Visitation will precede the service from 4-6PM at the church as well. Funeral arrangements are being held by William-Thomas Funeral Home.