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One advantage of life as a journalist is the opportunity to see events as they unfold firsthand. It doesn't happen that often, and I am sure most of my media friends and colleagues would doubt that newsworthy developments could really be found at a convention for frozen foods.
They would be wrong.
The induction of Fred Ruiz into the Frozen Food Hall of Fame is not only a story of news value but of real value in what it means to be an American. The story of the Ruiz family and their successful frozen foods company is the real-deal American success story.
The fact that Fred Ruiz is the offspring of Mexican immigrants only makes the story more poignant in these politically-pitched times of immigration reform.
It was also nice to touch base with someone from California who represents a part of the state other than the usual coastal hotspots—San Francisco, Malibu, Monterey, Los Angeles, San Diego and so on.
Fred and his father started Ruiz Foods in 1964 in Dinuba—the heart of California's San Joaquin Valley, just a stone's throw from Fresno. Perhaps because I grew up in agricultural area, I always keep an eye out for those otherwise overlooked parts of the nation where foodstuffs are grown, knowing that they are often hidden gems overlooked by the decision-makers in the more populous urban centers on the coasts.
I once spent part of my vacation in Santa Cruz, Calif., along the beautiful Monterey Bay coast. I was intrigued that Santa Cruz had stayed true to its free-sprit roots of the 1960s and was still a community--albeit somewhat upscale--of artists, writers and free-thinkers, despite an encroaching creep from the Silicon Valley up the road in San Jose and the southern end of the Bay Area.
What really struck me was that the Santa Cruz beach was home to an olden wooden amusement park that was a big draw to Hispanics and their families who came from the state's agricultural areas for their vacations. Real estate developers were keen on ripping out the amusement park and replacing it with a lavish, upscale resort, ultimately making the beach available to its high-paying guests only.
When I saw how much the vacationers from the Valley were enjoying the amusement park, the pleasant cottages and small inns, and the beautiful Pacific Ocean and beach—in their own state— I said a silent prayer that this would not all be taken away from them in the name of progress. Santa Cruz leaders remain committed to no devlopement.
Looking back, some of those Hispanic vacationers could have well been on vacation from the Ruiz operation in Dinuba.
The Ruiz family—three generations of them—have built up the business of selling Mexican frozen foods into a very large operation. Being privately held, actual sales numbers aren't revealed, but Fred does say that 20 cents of every dollar spent on Mexican frozen foods is spent on El Monterey. The company has expanded from its original plant in Dinuba to a second plant in nearby Tulare, Calif., and more recently to a third plant in Denison, Texas.
The company has 2,500 employees and manufacturers 200 products for retail and foodservice.
In an interview I conducted with Fred the afternoon of the Hall of Fame evening induction, he shared his plan to turn over the reins of the company. Of course, not right away, but soon, or at least in a couple of years. Fred holds the title of chairman and CEO, but his eldest daughter, Kim Ruiz Beck, is vice chairman, and his son, Bryce Ruiz, is president and COO. So the plan of succession is pretty clear.
I was pleased to learn that Fred's father, Louis, is still living, and carries the title of chairman emeritus. Fred shared a wonderful anecdote of how his father does not get out much, but does make visits to the plant to Dinuba, and when he does, he proudly dons his Ruiz Foods t-shirt.
It was an emotional moment for all when Fred personally thanked his father for starting their dream 42 years ago. I got a little bit choked up, I admit, and that doesn't happen too often at industry conferences. Seems the last time was in 1990, at luncheon where we waved little U.S. flags while Lee Greenwood sang "Proud to be an American."
Fred also spoke of relationships formed within the frozen food industry. He noted that some years back the business was going through a rough patch. He was speaking with Pat Brooks of Sav-Mart about the situation and Pat offered to introduce him to Murray Lender. Murray was a major player in the industry and had a very full agenda throughout the convention, but he took Fred aside and to this day Fred says the few minutes he spent with Murray helped get the business back on track.
American success stories come in all shapes, flavors and ethnic backgrounds. The success of the Ruiz family and their business is one we can all truly share
author: Alan Robinson, Editor - Frozen Food Age