Oil Prophets

Spring 2015

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20 Oil Prophets There's a sign in Luverne that incorporates the Pepsi logo into the words "Our Town". In turn, the Pepsi logo is visible at stores and restaurants throughout the county seat of Crenshaw County. It's this kind of brand loyalty that resulted in Pepsi-Cola Bottling Company of Luverne (PCBCL) being awarded the Beverage Industry's Bottler of the Year in 2014. PCBCL has also been recognized by PepsiCo as a finalist for PepsiCo's Donald M. Kendall Bottler of the Year Award for 2010 and 2011 and winning this honor in 2013. This prestigious award is the highest honor bestowed among independent Pepsi-Cola bottlers in North America. Criteria for this award include volume and share growth, per capita consumption, product quality, customer service and community involvement. Pepsi has a rich 100-year history in Luverne. Started in 1915 by John Turner, the company began as a 3-man operation bottling producing LimeCola, MilKay, and NuGrape, at an impressive rate of 200 cases per day. After John Turner's death in 1918, his two brothers and his son continued production and expanded the business until 1939 when they divided the business interests. George Turner, along with his son and brother-in- law, retained the bottling interest and secured the Pepsi franchise, eventually expanding into nine surrounding counties. After the war, George Turner and his son George, Jr. bought out his brother-in-law, then expanded with the purchase of new machinery to increase capacity. By 1952, PCBCL was producing 2,500 cases per day! George Turner, Sr. died in 1960, and his son George Jr. continued to expand the operation. The purchase of the Dr. Pepper Bottling Company of Opp, as well as construction of a new facility in Luverne, resulted in greater growth for the bottler. George Jr. passed away in 1972, and his son-in-law Brent Springford continued business operations. Among Brent's many accomplishments were the acquisition of the Seven-Up Bottling Company in Andalusia and the formation of Southeast Canners, Inc., a co-op with 12 other bottlers. Within five years the co-op began bottling operations, and the Luverne bottling lines were shut down. Eventually the company sold its stake in Southeast Canners and began sourcing from other bottling suppliers. When Brent Springford died in 2004, his son-in- law Greg Crouch joined the business. Greg's background was marketing and advertising, but he quickly became familiar with the bottling operation by riding along on route trucks and joining sales calls. He also brought on Bobby Brasher as general P&CMA Congratulates Pepsi-Cola Bottling Company of Luverne Congratulations to Pepsi-Cola Bottling Company of Luverne and Associate Board member Bobby Brasher, for being named Beverage Industry's Bottler of the Year.

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