A Family’s Entrepreneurial Journey Began in Cuba
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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