“My goal is very simple: That you will not forget the next five minutes for the rest of your life.”
That common opening refrain from motivational speaker Lieutenant Colonel Dan Rooney, also an Air Force fighter pilot and PGA Golf Professional, rang true with senior leadership at Ben E. Keith Foods when they heard him speak about Folds of Honor – a charity founded by the Lieutenant Colonel that provides scholarships to families of fallen or injured members of our military.
“We knew this was something that we had to be a part of on an ongoing basis,” David Werner, Vice-President, Independent Sales and Marketing said. “The more we learned about what they do, and what they stand for, it became apparent that this organization aligned with so many of our core values as well: family, country, education, and support of our community.”
Those core values have helped to drive growth at Ben E. Keith Foods, a leader in fine food and premium beverage distribution. While the company started with a handful of horse-drawn carriages in 1906, it now fields a roster of 850 tractors and just under 1,000 trailers, puts the latest in automated storage, picking, and palleting capabilities to work, and touts a LEED Gold-certified facility in Houston.
The secret to the company’s unyielding longevity and growth?
“Our growth has always been based on our relationships with our customers, and providing the quality items they are looking for,” Werner said. “We continue to put emphasis on our distributor sales representatives – they are the face of the company with the customer and building those relationships. We also take great pride in our service to the customer, as we expand our marketing footprint.”
Great Dane trailers roll large in their operation and echo Ben E. Keith Food’s own business traits.
“Great Dane trailers are dependable, reliable, and built to last,” said Todd Jones, Ben E. Keith Food’s Director of Fleet Operations and Energy Management, who keeps his company’s other customers – drivers – top of mind when spec’ing equipment. “We are always looking for features to assist the drivers and listen to their input. Great Dane has made it easy to implement these changes.”
“In many instances, these fine folks – our route service associates – spend more time with our customers than any other department of our organization; they build and promote the relationship as well,” Werner said. “It has always been important to us to make sure they have the best equipment and support them with the latest technology and guidance.”
Jones explained that the company leverages a telematics system that monitors the reefer, GPS location, door openings and closings, air supply and air return, and set point temperatures. “It even measures the actual temperature of the product on the truck. This is key as part of our Food Safety Program,” he said.
“Weather, traffic, construction, different routes on different days – it is important that our route service associates know we support their efforts and are doing all we can to make their job efficient and rewarding,” Werner added. “That includes being a part of Folds of Honor, and displaying that commitment on our trailers allows the route service associates to be a direct link to that cause.”
Ben E. Keith Foods wears its values on its sleeve, or more appropriately, on its trailers. The company currently runs six trailers that are decked out with the Folds of Honor logo, with another six trailers on order. The response from its customers speaks for itself:
“The feedback from customers and employees has been phenomenal,” Werner said. “We realize that freedom isn’t free, and by sharing that message, our customers, and employees know that this is a noble cause by which we can support those families who have made the ultimate sacrifice for our freedom.”
