Spring 2008 issue of Terry Magazine - (Page 34)

How quickly did Fire & Flavor hit it big? As recently as 2003, this newly married couple seemed well on the road to successful futures in separate career paths. Davis was putting his Terry finance degree to good use as an executive for Air Serv, and Gena was a landscape architect for the Sea Island resort. hat American hasn’t dreamed of that million-dollar business idea? You know, that fun little venture that’s going to propel you to wealth and recognition, while you deftly avoid the pitfalls of fame and overwork. That dream is about more than just making money, but also attaining your highest goals — creative fulfillment, a happy marriage, an extended network of friends and family who continue to advise, encourage, and support your efforts. Not to mention, of course, plenty of creature comforts. Whether it’s your brownie recipe or breeding Shar-Peis, most of us cubicle drones have a secret scheme we envision as our potential pot of gold at the end of the rainbow, the lottery ticket out of 9-to-5 drudgery and into a cushy retirement. B-school grads know the intimidating statistics for entrepreneurs even making it into the marketplace, much less to a healthy bottom line. And in the white-hot business world of food and cooking, an army of Ralph Kramdens vie to be the next Emeril Lagasse, a multitude of Lucy Ricardos plot to overthrow Paula Deen. Many are skilled, but few have a line of frozen entrees. Which is what makes Davis (BBA ’98) and Gena Knox so awe-inspiring — and maybe, if we’re going to be perfectly honest, just a little bit galling. In 2003, this just-married couple, still in their 20s, seemed well on the road to successful careers on separate paths: Davis was enjoying using his finance degree as an executive for Air Serv, an Atlanta aviation support firm, and Gena was a landscape architect at Sea Island, the booming, upscale St. Simons resort. But Gena had other ambitions. Spreading her entrepreneurial wings, she followed her husband’s suggestion to take a carload of cedar planks, which she used for grilling, to sell at a table she’d set up at the Atlanta Merchandise Mart. Fast-forwarding to last year, Fire & Flavor, the couple’s upstart company — which markets cedar, maple, alder, and oak grilling planks, as well as all-natural herb mixes and brines — generated $4 million in revenue from a network of groceries and highend retailers (Whole Foods, Lowe’s, Linens N Things). This year’s target is $6-$10 million. Their new VP for business development, Rick Johnson, has experience with national food brands like Pepsi and Nestle. The business operation the Knoxes started in their garage recently moved into a 40,000-square-foot warehouse, complete with 34 • Spring 2008 Terry College of BuSineSS

Table of Contents Feed for the Digital Edition of Terry School of Business - Spring 2008

Terry School of Business - Spring 2008 Contents Quick Bites Research & Innovation Gatherings Best CEO in America An Unlikely Rock Star Fire & Flavor Beyond the Bench Terry Memo Economic Scorekeeper Class Notes

Terry School of Business - Spring 2008

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