Spring 2008 issue of Terry Magazine - (Page 37)

The Knoxes’ abilities complement each other perfectly. Davis functions as a CFO, and he also hires warehouse workers, chooses suppliers, and handles strategic planning. Gena, meanwhile, is the marketing and culinary heart of the company. “She could sell mud,” says food consultant Athalee White. Gena has written a new book, Gourmet Made Simple, and created a new line of grilling papers (above, right) that is similar to parchment cooking. “I try to save her from doing all that,” says Davis. “Gena is the content of our company.” Sales and customer response were so positive that Bowler recommended the planks to other Whole Food regional managers. More retailers — Kroger, Fresh Market, Linens N Things — followed. In 2004, the couple found warehouse space in Bogart, and eventually moved to Athens. By February 2005, Davis left Air Serv to work with his wife full-time. White helped convince the pair to change the name Sautee, which she felt was too obscure for a national market. And Gena began to develop an entire new line of Fire & Flavor products — all-natural herb mixes and thin, single-use grilling “papers,” a bit like parchment cooking, for individual meal preparation in the oven. In September 2006, the Knoxes decided to roll out another product, Turkey Perfect, a brine and bag, in time for Thanksgiving, using their cell phones to answer customer calls on their hotline. Last year, they sold more than 150,000 Turkey Perfect brines and bags — taking a share of the more than 1,000 calls on their customer support line at home, sorting out small and large problems: Q: I don’t have a rack to put my turkey on! Gena’s A: Line up some whole carrots, and put the bird on top. Customer feedback: Thank you, it worked! And the carrots were delicious! Q: My turkey won’t thaw, and I’ve put it in a cooler, just as you said to do. With some dry ice, of course. Davis’ A: Hmmm. I think you should remove the dry ice. Terry College of The couple enjoys traveling, nationally and internationally, to visit trade shows and promote Fire & Flavor. Gena has demonstrated her products and recipes on regional TV shows like Good Day Atlanta and the View from the Bay, and national magazines like Bon Appetit and Food & Wine have made note of Fire & Flavor’s wares. They’ve made more strategic decisions, such as dropping “Grilling” from the company name. “It’s too limiting,” says Davis. “We’re more than just a grilling company.” However, that part of the business is still pretty big: Today, Fire & Flavor is the largest manufacturer of grilling planks in the country, in more than 8,000 retail outlets and 4,000 restaurants. While the couple continues to canvas their friends and family for feedback and advice, Davis has also begun advising others on how to chart their own course to success. He’s joined Terry’s Young Alumni Board, and he has spoken to business and MBA classes. What’s next? As they sat in their offices late last year, with their Boykin spaniel and her two-day-old puppies at their side (they’ve decided to breed Boykins in their spare time), Davis and Gena contemplated the future. White believes “they could go anyplace they want to with their line extension. But they’re also building up a lot of equity value. Ultimately, they’re there for the buyout. But it’s always about doing something you like, and enjoying it until you get to that point.” Gena says only, “We never say never.” Davis answers with the wisdom of a businessman and husband far beyond his 31 years: “She is the boss.” ■ Spring 2008 • 37 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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