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Red Diamond--a southern Tea & Coffee gem.



I drove down Vanderbilt Road, in the warehouse district of Birmingham, Alabama Birmingham (pronounced [ˈbɝmɪŋˌhæm]) is the largest city in the U.S. state of Alabama and is the county seat of Jefferson County. , looking for Looking for

In the context of general equities, this describing a buy interest in which a dealer is asked to offer stock, often involving a capital commitment. Antithesis of in touch with.
 number 1701, the address for Red Diamond, Inc. It's no surprise to readers, I'm sure, that trying to find distinctive address numbers on warehouse buildings, while hitting potholes and dodging transport trucks, is not so easy. Usually, when I'm looking for a coffee roaster, I can smell it blocks away. So my windows were rolled down, as I hoped my nose would give me directions if the numbers didn't.

Well, I finally found "Finally Found" was the debut single from the Honeyz. This was their most successful single in the UK and worldwide, securing a number 4 position in the UK singles chart and achieved platinum status in Australia [1] Tracklisting

# Title Length
 it! If it hadn't been for one of Red Diamond's new foodservice trucks pulling into the driveway ahead of me, I might have still been in Birmingham. Once I passed the security officer just beyond the gate, I pulled in front of the main office relieved that the entrance was in front and that I was parked in the right spot.

Admittedly, I didn't know much about Red Diamond even though it's only a 2-hour drive from Atlanta and has been roasting coffee since 1906. I knew it was a family-owned, privately held company privately held company

A firm whose shares are held within a relatively small circle of owners and are not traded publicly.
, but it was then that I discovered it is truly a "Diamond (red) in the rough."

I have always wondered how the name "Red Diamond"--one of the rarest and highest quality jewels in the world--was selected as the name of a coffee and tea operation. I didn't have to look far, since Red Diamond's family history is right on the brochure. Going back four generations to its beginning, one of the original owners, William Fitz Donovan named the company because a red diamond does denote quality and perfection.

The front door opens to a gem of a first class operation. I'll explain that statement throughout the article, but from the moment I was greeted by Joann Musso, who instructed me explicitly on the correct pronunciation of Bowron (like taking a bow; not tying a bow), southern hospitality in its most professional atmosphere was apparent. I walked down the hall, peeking into offices and watching two employees taste test a new tea concentrate, since William Bowron, Jr., president of Red Diamond whom I was meeting was on the phone. All the men employees were dressed in navy or gray suits, long sleeve blue or white shirts, and wearing ties. The women were wearing skirt or pants suits, all conservatively dressed.

Bill Bowron, Jr., was off the phone by the time I walked back to the reception area. He was heading my way, greeting me from a "hollerin' distance" with a cheery, "Did you get here alright?"

When he led me into his office, I wasn't surprised to see all the mahogany, paneled walls, leather furnishings, family photos and filled bookcases that help distinguish a president's office. In fact, it reminded me his former employer's trust department, SunTrust Bank, where I first worked after college.

Remarking that the Red Diamond offices were larger than I expected, Bowron said as he chuckled, "We've wanted to stay under the radar This article is about the magazine. For other uses, see Under the Radar (disambiguation).

Under the Radar is an American magazine that bills itself as "The solution to music pollution." It features interviews with accompanying photo-shoots.
, until now. We wanted all divisions fully functional before telling our story," he said. And, he's right. I soon discovered that light chuckling is part of Bowron's personality. However, I wouldn't want to be around when the chuckling stopped. Bill Bowron, Jr. is a serious, confident and capable businessman with a vision for Red Diamond.

Southern charm is a stereotypical trait of its natives, but when engaged in business, they don't lack a Yankee's abruptness. Southerners and Yankees alike can spout out "You're fired," just as easy as The Donald (Trump). Employees of Red Diamond know and respect the leadership of Bowron, Jr. In fact, most of the employees have worked for the company for over 25 years.

Classic southern tradition wafts throughout the sparkling clean building, from the administrative offices to the plants and out the doors to the adjacent warehouses that house the cavernous foodservice division. "We've outgrown our space," said Bowron. "The coffee and tea plant is 120,000 sq. ft. and we're oozing oozing

exudation of fluid.
 out the doors. We're in the process right now of expanding the roof in order to increase space. It's not just building onto our existing space," he explained, "but making certain that our climate controlled systems continue to provide the same consistent temperatures and are able to filter out the dust."

Quality control systems are evident throughout the plant and warehouses. Joe George, vice president of operations, manages over 25 employees in the production department. Every product is bar coded and scanned, and the plant is certified and inspected as a HACCP HACCP

hazard analysis critical control points.
 (hazard analysis A hazard analysis is a process used to characterize the elements of risk. The results of a hazard analysis is the identification of unacceptable risks and the selection of means of controlling or eliminating them.  critical control points) facility.

Each of the five divisions is a separate operating unit operating unit

A type of operating company that engages in transactions with outsiders and that is owned by another business. For example, in 1995 the stockholders of Capital Cities/ABC approved a $19 billion merger with the Walt Disney Company, whereupon
. The retail division, which was the original company, operates in 33 states and targets the grocery and merchandise stores. The largest division is foodservice, complete with a fleet of Red Diamond delivery trucks and a warehouse filled with name brands familiar to every household.

Red Diamond is one of the members of Unipro, a large foodservice distributor/coop that gives them national distribution, both in branded and private label products. As Bowron says, "We provide foodservice operators, from hospitals to large restaurants, with just about everything they need. If the operators aren't using Red Diamond products for coffee and tea, we have the opportunity to sell them on 'one stop' shopping."

Within the foodservice division, Red Diamond's coffee service section targets universities, offices, restaurants and hospitals. "We provide the whole beverage spectrum plus food to these venues," said Bowron, as he pointed to the Coca-Cola fountain units Red Diamond distributes to customers. Along with the fountain units, Red Diamond sells its own branded water, rounding out the beverage spectrum.

Private Label foodservice is another division. Red Diamond manufactures the "Reflections" brand of coffee for Unipro. The company also produces for private label retail division, as well as coffees and teas for major supermarket chains such as Piggly-Wiggly.

Had the industry been fully aware of its operations, the five channels served by Red Diamond could have easily been minimized by the competing companies' shadows. Today, Red Diamond positions itself as the Winsome win·some  
adj.
Charming, often in a childlike or naive way.



[Middle English winsum, from Old English wynsum : from wynn, joy; see wen-1
 Roadrunner roadrunner
 or chaparral cock

Either of two species of terrestrial cuckoo, especially Geococcyx californianus (family Cuculidae), of Mexican and southwestern U.S. deserts. About 22 in.
, leading the way for the Wile E. Coyote Competition.

Bowron, who has a bachelors of science from the University of Virginia and a graduate banking degree from Rutgers University Rutgers University, main campus at New Brunswick, N.J.; land-grant and state supported; coeducational except for Douglass College; chartered 1766 as Queen's College, opened 1771. Campuses and Facilities


Rutgers maintains three campuses.
, in New Jersey, did not start his career in the family business, but in the banking industry. Moving around the southeast, he worked his way up the corporate ladder with SunTrust Bank until his family called him home to Birmingham to run Red Diamond.

Although the senior William A. Bowron is still chairman of the board and chief executive officer, it's Bill, Jr. who is president and oversees the day-to-day operations. Since 1991, the younger Bowron has been president, and with his banking background and vision, he has successfully revised, innovated and built the five profitable divisions.

In the midst Adv. 1. in the midst - the middle or central part or point; "in the midst of the forest"; "could he walk out in the midst of his piece?"
midmost
 of fast-growing competition, Bowron continues to see the value in purchasing the machinery that makes Red Diamond run more efficiently. Within the past year, Red Diamond became the first company in the nation to put into full service Fresco's high speed fractional packaging machine. Fully automatic, the machine makes 280 pieces per minute. Also, it makes the box and fills it with the form-fill machine.

According to according to
prep.
1. As stated or indicated by; on the authority of: according to historians.

2. In keeping with: according to instructions.

3.
 Chris Burger, coffee product manager of Fres-co, one of the challenges in packaging is the oxygen factor. "This high speed machine," said Burger, "keeps the oxygen level below 2%, as well as the gas flush level. There is less air in the boxes, therefore decreasing the weight, which is the secondary cost in packaging. Consequently, shipping costs are less."

As roasters try to purchase machinery that will streamline costs, and simultaneously provide efficiency, Burger added that the fractional packages have some flexibility, making from 1 to 2 ounce packages. Packaging is four sided with a seal pouch, versus the traditional pillow back. Ultimately, this packaging uses less film than the traditional pillow pack machine.

Bowron, Jr. also knows as much about tea as he does of coffee. He was chairman of the U.S. Tea Association during 2000 and 2001. During his tenure, the Specialty Tea Institute (STI STI systolic time intervals. ) was founded.

On the tea side, Red Diamond's RTD RTD returned to duty (US DoD)
RTD Rated
RTD Ready to Drink
RTD Richmond Times-Dispatch
RTD Regional Transportation District
RTD Research, Technological Development
RTD Research and Technology Development
RTD Real-Time Data
 refrigerated re·frig·er·ate  
tr.v. re·frig·er·at·ed, re·frig·er·at·ing, re·frig·er·ates
1. To cool or chill (a substance).

2. To preserve (food) by chilling.
 iced tea brand is the third largest in the U.S. Turkey Hill is first, followed by private label brands. Nestea ranks number four in the category, according to Information Resources (1) The data and information assets of an organization, department or unit. See data administration.

(2) Another name for the Information Systems (IS) or Information Technology (IT) department. See IT.
 Inc. (IRI Iri (ē`rē`), former city, North Jeolla (Cholla) prov., SW South Korea. An agricultural center and transportation hub, it was absorbed into Iksan. ). Utilizing 12 dairies across the country to manufacture the RTD product, tea is delivered in several sizes and formulations: one gallon, one pint and half a gallon. Flavors are sweetened sweet·en  
v. sweet·ened, sweet·en·ing, sweet·ens

v.tr.
1. To make sweet or sweeter by adding sugar, honey, saccharin, or another sweet substance.

2. To make more pleasant or agreeable.
, unsweetened, and decaffeinated de·caf·fein·at·ed  
adj.
Having the caffeine removed: decaffeinated coffee; decaffeinated soft drinks.



de·caf
, and some are sweetened with Splenda. This summer, Red Diamond is introducing new flavors New Flavors - An object-oriented Lisp from Symbolics, the successor to Flavors, it led to CLOS.

["Reference Guide to Symbolics-Lisp", Symbolics, March 1985].
 in Texas, including raspberry, peach, ginger, lemon and green jasmine. Teas, which are processed aseptically and packaged in PET bottles, have a 35 day shelf life.

In an effort to improve efficiency in the tea division, Red Diamond will install a new teabag-packing machine from IMA (Interactive Multimedia Association, Annapolis, MD) An earlier trade association founded in 1988 originally as the Interactive Video Industry Association. It provided an open process for adopting existing technologies and was involved in subjects such as networked services, scripting  in August.

Among projects within each division, both the tea and coffee divisions have produced a whole line of Silver Service specialty teas and coffees, which are being marketed through the foodservice division, including office coffee service. Both teas and coffees are packaged and foil wrapped so that end customers may pick and use individual selections.

Launching this summer, the company will introduce a branded line of specialty coffees called Red Diamond Specialty Coffees, targeting supermarket channels. Coffees will sell for $6.50 per pound and include a House Blend, European Roast, Breakfast Blend, Decaffeinated Blend, dark roast 100% Colombian, 100% Costa Rica and a SHB SHB Svenska Handelsbanken (Swedish bank)
SHB System Host Board (PCI Industrial Computer Manufacturers Group standard)
SHB Strictly Hard Bean (coffee)
SHB Saudi Hollandi Bank
 from Guatemala.

Bowron, Jr. anticipates the company will have complete national distribution under the Red Diamond brand within the next 2 to 3 years. When asked about Red Diamond's secret to success, Bowron, Jr., replied, "To maintain our focus: value oriented, high quality, and service oriented." As for the future, Red Diamond's appears to be sparkling.

Red Diamond, Inc. 1701 Vanderbilt Road, Birmingham, AL 35234. Tel: (1)(205) 254-3138, Fax:(1)(205) 254-6062, Web: www.reddiamond.com.

A native Southerner, Suzanne Brown is principal of Brown Marketing Communications LLC (Logical Link Control) See "LANs" under data link protocol.

LLC - Logical Link Control
 based in Atlanta, Georgia. She can be reached at info@browncommunications.us.
COPYRIGHT 2005 Lockwood Trade Journal Co., Inc.
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 2005 Gale, Cengage Learning. All rights reserved.

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Author:Brown, Suzanne J.
Publication:Tea & Coffee Trade Journal
Geographic Code:1USA
Date:Jul 20, 2005
Words:1702
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