Today we’d like to introduce you to Doug Renfro.
Doug, please share your story with us. How did you get to where you are today?
My grandparents started our company out of their garage in 1940. We’re known today as the #7 salsa brand out of 900+ in the US, but it’s been a very evolutionary journey. My grandparents distributed spices and other foods from their home for 12 years, then purchased our original building and started making syrup. I am part of the third generation at our company. When we were growing up, 90% of our business was a southern relish called “chow chow.” We only make that item 4 hours out of every month now!
My father and uncle were the second generation and they got us into “taco sauce” in the mid-1970s. I performed manual labor for the company every summer from sixth grade through high school, then in college, I mixed all the spices after class. I had the world’s most interesting-smelling Subaru at the time! I graduated early and at age 21 found myself working for Ross Perot’s EDS in Dallas in their corporate finance and accounting department. I earned a CMA and an MBA and rose steadily through the ranks, but was unhappy with my contribution to society. After one year of selling life and disability insurance for Northwestern Mutual, I rejoined the family business. That was 27 years ago and it’s been an amazing journey. I’ve gotten to create all of our recipes since 1992, as well as to create recipes for the many co-pack, private label and foodservice clients that we have. Our sales are approximately ten times larger than they were in 1992, but we’re still a small company.
Today, we make salsas, relishes, bean dips, cheese sauces, wing sauces, bbq sauces and more. On an average day, we produce 70,000 jars during our one shift. I run the company with my two cousins, Becky Renfro Borbolla and James Renfro.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
I believe that anyone who says their family business journey has been a smooth road is a smooth liar! We’ve had our largest customer file Chapter 11 while owing us a million dollars. (We hired an expert attorney who put together an 8-year deal. We were paid back the entire one million dollars, plus the customer stayed in business, with us, then we signed a 3-year extension!)
We’ve had two recalls, neither of which was our fault, but both of which probably took a couple of years off our lives. We used state of the art lot-tracking software in conjunction with our accounting programs and were able to impress the FDA, the state of Texas and our customers with the way we executed the recall program.
Alright – so let’s talk business. Tell us about Renfro Foods – what should we know?
Our brand is Mrs. Renfro’s. This branded business is about 45% of our sales. We are now the “biggest little guys.” The only salsa brands that outsell us are parts of billion-dollar corporations. We are known as flavor innovators but at an everyday price. We want to be in the consumer’s weekly shopping list, not his or her “special occasion” list. Our salsas include such varieties as Craft Beer Salsa, Ghost Pepper Salsa and Mango Habanero Salsa.
I’m most proud that we have not only lasted into the third generation. We have thrived while doing so. As a company, we always take the high road in any dispute and have earned a reputation for the highest integrity as a result.
Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
I am a huge networker and have been incredibly fortunate to have had dozens, if not hundreds, of mentors along the way. Obviously, none of this would have been possible if not for all the enormous entrepreneurial work done by my grandparents, then the long non-glamorous hours worked by my father and my uncle, along with their prescient move into the Tex-Mex arena.
I had wonderful teachers in all the various years of my education, from grade school through graduate school. My bosses in the corporate world were extremely smart and nurturing. In the food & beverage world, fortunately, 99% of the participants want to help everyone else succeed. I’m honored to be in two Halls of Fame within our industry, to be a mentor as well as a mentee, I help teach an all-day class annually in New York and San Francisco for people thinking about getting into the specialty food business, plus I’ve served on TCU’s entrepreneurship board and I speak annually for Biz Owners Ed in Dallas.
My college professors and my corporate bosses, in particular, taught me to think analytically, to communicate well, and to constantly strive to make each situation a win-win for everyone involved.
My father and my uncle taught me the specifics of the condiment and small family business.
I’ve been extremely involved in YPO, an international organization of over 25,000 company Presidents and CEO’s. Conservatively, I”ve met 1,000 of them over the past dozen years and have learned an incredible amount from them.
Contact Info:
- Website: www.mrsrenfros.com
- Phone: 817-336-3849
- Email: dougrenfro@renfrofoods.com
- Instagram: mrsrenfros and dougrenfro
- Facebook: mrsrenfros
- Twitter: mrsrenfros
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