On Aug. 19, the Coca-Cola Bottlers’ Association recognized Edwin “Cookie” Rice with a Living Legend Award. Rice, who has worked 60 years for his family-owned bottling company, was honored alongside two other bottlers, selected from a pool of 14. The family business, Ozarks Coca-Cola/Dr Pepper Bottling Co., entered into its Coca-Cola franchise agreement in 1920, just seven years after establishment of the trade organization representing independent Coca-Cola bottlers across the United States, Bermuda and Puerto Rico. At 82, Rice said he still loves “the fight,” and has no plans to retire from the ever-changing beverage business.
Living Legend “We were called to meet in Atlanta for (the association’s) centennial year, and nearly all of the bottlers were there. The event was held at the World of Coke. That’s the big facility near Olympic Park that gives the history of Coca-Cola from its beginning in 1886. … There were 14 nominated, and the membership, through its votes, chose three. The truth of the matter is that everyone who was nominated has made a very important contribution to the Coca-Cola system. Really, for me to be listed with that group of people was the biggest honor. … A living legend – it makes me a little uneasy to be called that, but it was nice because I had the support of my peers in the bottling industry.”
Industry Contributions “I’ve held several positions in the industry after having served through the officer lineup and as president of the bottlers’ association. I’ve served on committees that were related to contractual matters since the 1970s, so I’ve participated in a lot of events during the past 60 years where decisions were made that affected the future. … Having had that opportunity is very rewarding. It was four years ago [I served as president]. You go through two years serving as treasurer and then vice (president) and president. … There is a national organization called the American Beverage Association, which is made up of people across the beverage industry, and I’m completing a four-year term there this fall. I’m a director-member. … At my age, which is 82, it is time for me to throttle back a little.”
Fluid Business “When I started, we had only two (stock-keeping units). We had the 6.5-ounce bottle of Coca-Cola. It came in a 24-bottle case, and it came in a case that had four, six-bottle cartons. Now, we have at least 450 SKUs. Our product portfolio has changed dramatically, and the greatest part of the change has occurred in the last five years. A number of years ago, we didn’t sell still beverages. We didn’t sell bottled water, for instance. We sell an awful lot of still beverages now (such as) Dasani water, Powerade and Vitamin Water. … The method of distribution has absolutely changed. More of the beverages today are delivered off of box trailers as opposed to what you’d speak of as a regular side-loading route truck. … Also, the consolidation of the food industry has changed our distribution system. We deliver to stores such as Price Cutter, Walmart and Food 4 Less, and we deliver pallets to their back rooms and then have employees bring it forward to the shelves. In the early days, a guy took a two-wheel dolly and rolled it in.”
Third Generation & Counting “One of the most stark differences is the number of bottlers in the community. When I started, there were nearly 450 Coca-Cola bottlers. Now, there are 69. … One of the biggest periods of consolidation happened when the tax laws changed in 1986. There was a change in capital gains. The rate then was 10 percent, and in 1987 it changed to 20 percent. There were a number of families for one reason or another decided to step out of the business. … With our family, which is in its 93rd year of family ownership, our interests remain high. My daughter, Sally Hargis, is a senior family member and an officer in the corporation. We are in the third generation, I think principally, because of my longevity. I have three grandsons and three nephews, so it is likely that our family will continue in the business.”
Treat Moderation “We are beginning to fight back against the antagonists, who don’t have the backing of solid science in their claims. For instance, the (Food and Drug Administration) and the American Cancer Society have said that aspartame is perfectly safe to consume and does not cause cancer. People then say if you drink a drink with an artificial sweetener, it makes you seek more calories, but the science does not bear that out. I’m one who believes in everything in moderation. The last thing I would suggest is that someone drink five or six bottles a day. That’s not the best way to consume. We are not selling a treatment. We are selling a treat, and it should be treated that way by those who consume it.”
This installment of Springfield Business Journal’s Architects & Engineers Project Report showcases 26 endeavors by area design and engineering professionals.
