A Hispanic Family’s Entrepreneurial Journey Began in Cuba
The legacy of this Latino entrepreneurial spirit was passed down to Domingo’s grandson and Juilo René’s son, René.
Many years before Díaz Foods became the largest distributor of Hispanic products in the United States, the Díaz family patriarch, Domingo Díaz, was a successful entrepreneur in Cuba. Domingo owned a great deal of land and two large cattle ranches and the family enjoyed their success and their beautiful country.
Cuba
In 1966, several years after the Cuban Revolution Domingo left Cuba and headed to the US alone to get settled and establish a life for him and his family. Domingo settled in Atlanta where he worked as a janitor. A year or so after he arrived in the US, Domingo’s family arrived in Atlanta.
The drive to give his Hispanic family a wonderful life pushed Domingo to look for new opportunities. The start of Díaz Foods began in 1970 when Domingo, after much saving and sacrifice, bought the first of several small grocery stores.
Recognizing opportunities
The Diaz Family
The entrepreneurial spirit that leads a family to start over again in the US with that first, single grocery store didn’t stop with Domingo. As the business grew Domingo’s son Julio René saw opportunities in expanding the business to new markets. With their business solidly in Atlanta Julio René identified an opportunity to expand their food product line to appeal to the large African American population in Atlanta. The shared food culture between Latinos and descendants from the West Caribbean nations led to the addition of palm oil, stockfish, cassava and ginger beer within the Díaz grocery aisles.
In the years leading up to the 1996 Summer Olympic games in Atlanta, the city experienced an increase in its Mexican population. Several Mexican restaurants began popping up all over Atlanta. And once again, Julio René, saw the opportunity to grow the business by selling their products to these restaurants. Díaz Foods expanded to include an institutional food service division.
The legacy of this entrepreneurial spirit was further passed down to Domingo’s grandson and Juilo René’s son, René. René began working in the family grocery business at the age of ten, where René would stand at the cash register, side by side with his grandfather Domingo, and father, Julio René. At fourteen, René was driving the produce truck and by fifteen he was driving to Miami with his dad on buying trips to purchase American products. Today René is the CEO of Díaz Foods.
Bigger plans and dreams for the Grandson of one Cuban Entrepreneur
Don René
Growing up in Atlanta, headquarters to the Coca Cola Company, René was determined to go to college, get an MBA and become an employee at Coca Cola Company. René worked long days at the stores and attended college at night. He never skipped a semester and although he was often late for class, he always “showed up”. As the semesters went on, and the long hours continued at the stores, René decided it was time to set his own course. His grandfather and father were getting older, but still very involved in the operations and decisions of the business.
“The business was not mine, I had to make a change” René said. In 1988, he did make a change. He borrowed money from his aunt to buy his grandfather and father’s portion of the business. René worked with his vendors to arrange invoicing and payment schedules. He struck a deal with his grandfather and father that if he couldn’t grow the business to where he believed it could be in a year’s time, he would sell the business back to them.
Becoming the Owner of a Family Business
Diaz Grocery Store
René encountered stressful times in the early years. When he and his employees made their rounds of deliveries, they always carried bank deposit slips with them to get to the bank quickly to deposit the payments they would collect from their customers. René points out that, “The financial challenges of cash flow and access to capital, is something that always stays with you.”
Although Díaz Foods didn’t always have a business plan, René learned well from his father. “My father knew the importance of understanding your market, and the needs of your customers.”
René say that a key to the success of Díaz Foods was its people, known as the “Díaz family of employees” – – the men and women committed to success and dedication to the customer. More than 80% of the entire staff is bilingual including Spanish, Portuguese, French, German, Taiwanese and English. The diversity of Díaz Foods’ employees contributes to overall product knowledge and an understanding of market needs. “Without great people you cannot be successful.”
Among the many important lessons René learned was from his grandfather when he about ten or twelve was the value of hard work. Grandpa Domingo, gently but firmly scolded, “Hijo, sácate las manos de los bolsillos.” – My son, take your hands out of your pockets. “My grandfather knew there was always work to be done, he was preparing me well for the future.”
A Small Business Grows
Díaz Foods has grown in ways his grandfather and father could not have imagined. Díaz Foods is one of the largest distributors of Hispanic products (refrigerator products, dairy, meat and produce) in the United States, serving more than 5,000 customers in 25 states. And although René didn’t fulfill his dream of working at Coca Cola, Díaz Foods is one of Coke’s major fountain business distributors.
Technology has played a role in the growth of the business. Two Díaz Food sales call centers located in Mexico and Atlanta are using leading edge IT solutions for outbound sales and sales research. And when it came time to implement warehouse productivity software, “the Díaz family of employees” shattered the vendor’s own best record.
Giving Back and Seeking Balance
As CEO of an Atlanta based business, René understands and embraces the importance of Díaz Foods’ corporate responsibility in the community. René himself has chaired United Way campaigns and established an internship programs at Díaz Foods for high school and college students. Employees at Díaz Foods are encouraged to volunteer their time to organizations they are passionate about.
As busy as René is, he knows that when he is home, he is home – there are no discussions about work and the business. He admits it’s not easy with email and texts at your fingertips.
“I sleep well at night, my grandfather and father taught me to respect and commit to work – show up, show that you care. But, you must also know there is a time to be with and enjoy your family.”
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