PAT GOOLSBY
Pat Goolsby-CMO-Chief Marketing Officer-Director of Marketing & Sales-Took Lone Star Pure sparkling water from conception to production and launch. This product is a line extension for a Houston frozen foods company. For the project I developed the concept, name, coordinated the brand identity and package design with the graphics artists, negotiated and secured production, and compiled all budgets and documents for manufacture, sales and launch; now scheduled for late fall, 2020. Farming Technology Corporation, Houston TX. President and Director - 1991 – February 2019In this position, I guided the company from a small, regional wholesaler to a national, branded agri-business with sales more than $130 million. During that time, the company developed and marketed several well-known brands, including Mountain King Potatoes®; Butter Gold Potatoes®; and the Peak Flavor® line of fresh fruits. The company is an integrated grower, packer and marketer of fresh food products, including 3,000 acres of potato production Rotation crop production of barley, alfalfa, and quinoa Three fresh potato packing plants, two in Colorado and one in Texas, with total production in excess of 350,000,000 pounds annual. Sales and marketing directly to national grocers including Walmart, Kroger, Aldi, Costco, Safeway, HEB, and many others Sales and marketing to food-service and broad line distributors; Sysco, Del Monte Fresh, Taylor Farms, U.S. Foods among others Managed a staff of 300 to 550 employees
Pat Goolsby- Director of Marketing and New Product Development and Agricultural Analysis
Hemp project development and CBD branding and wholesale distribution
Lone Star Pure – Texas Sparkling Water March 2019 - Present
Recently I completed a six-month project to take Lone Star Pure sparkling water from conception to production and launch. This product is a line extension for a Houston frozen foods company. For the project I developed the concept, name, coordinated the brand identity and package design with the graphics artists, negotiated and secured production, and compiled all budgets and documents for manufacture, sales and launch; now scheduled for late fall, 2020.
Farming Technology Corporation, Houston TX
President and Director 1991 – February 2019
In this position, I guided the company from a small, regional wholesaler to a national, branded agri-business with sales in excess of $130 million. During that time, the company developed and marketed several well known brands, including MountainKing Potatoes®; Butter Gold Potatoes®; and the Peak Flavor® line of fresh fruits.
The company is an integrated grower, packer and marketer of fresh food products, including
Dixon Tom-a-Toe, Atlanta Georgia
General Manager, Atlanta Division 1987 – 1991
Dixon Tom-a-Toe ripened and marketed fresh tomatoes and processed and sold cut salads and vegetables. The company worked from five geographic divisions, with the main office and distribution in Atlanta, Georgia. Customers included chain grocers, broad line distributors, quick-service multi-unit restaurants, including Kroger, Bi-lo, Sysco, PYA Monarch, McDonalds and many others. The Altlanta operation was a union shop packing tomatoes and producing cut salads that serviced Georgia, North Carolina, South Carolina, Alabama, and Tennessee.
Products and Brands Developed and Marketed
Lone Star Pure™ - Sparkling Water project explained above
Culinaire® - This identity and marketing program was designed for a chef/owner whose business supplies full, multi-course gourmet meals served “in place” in homes and businesses. The business continues to thrive in Houston, Texas.Butter Gold® Potatoes - Fresh potatoes with a creamy, buttery flavor; now the industry standard.MountainKing Potatoes® - among the first well-known consumer brands of fresh potatoes. The brand includes a family of sub-products under the umbrella.Peak Flavor® - Peak Flavor brings real fruit flavor to fresh pears, cantaloupe, honeydew melon, strawberries and watermelon sold in American supermarkets, and higher sales and profits to participating stores.
All of these products take the manufacturer and seller out of the commodity market and bring higher margins and significantly higher profits to the business.
Project Management
Houston, Texas – Cold storage distribution and vegetable packaging
This project was a 100,000 square foot refrigerated green-field facility with 45,000 square feet used for cold storage and produce distribution, 55,000 square feet for vegetable packing and 15,000 square feet of offices. I managed the complete project, including site selection, engineer selection, design coordination with engineers and architects, construction coordination, equipment coordination and purchase, and move-in and in service activities. The site also included truck parking, rail siding, and a water flume truck and rail unloading system for fresh potatoes. The project was delivered under budget and within the time schedule allotted.
Ansel, Colorado – Refrigerated warehouse for long-term fresh potato storage
This 195,000 square foot climate controlled facility was built in four phases as the user’s product storage needs expanded. The structure included a water flume transportation for the product, and temperature and humidity control throughout. Particular challenges for these projects were that all construction had to be started and completed within the short season between spring thaw and agricultural harvest, and mobilization of resources in a remote area. All phases were completed on budget and ahead of schedule.
Monte Vista, Colorado – Refrigerated product storage and vegetable packing
This project was multi-phase, adding substantial new long-term climate controlled fresh vegetable storage together with renovated, modernized, and increased capacity fresh vegetable packing for the retail and food-service markets.
The additions included storage for 80,000,000 pounds of fresh potatoes in six separated, climate controlled zones, and packing capacity of 117,000,000 pounds annually. In completing the project we encountered several unusual conditions,
Education and strengths
School: Bachelor’s in Mathematics, University of Texas
Fully tri-lingual: English, French and Spanish
Community Involvement:
Pat Goolsby- Director of Marketing and New Product Development and Agricultural Analysis
Hemp project development and CBD branding and wholesale distribution
Lone Star Pure – Texas Sparkling Water March 2019 - Present
Recently I completed a six-month project to take Lone Star Pure sparkling water from conception to production and launch. This product is a line extension for a Houston frozen foods company. For the project I developed the concept, name, coordinated the brand identity and package design with the graphics artists, negotiated and secured production, and compiled all budgets and documents for manufacture, sales and launch; now scheduled for late fall, 2020.
Farming Technology Corporation, Houston TX
President and Director 1991 – February 2019
In this position, I guided the company from a small, regional wholesaler to a national, branded agri-business with sales in excess of $130 million. During that time, the company developed and marketed several well known brands, including MountainKing Potatoes®; Butter Gold Potatoes®; and the Peak Flavor® line of fresh fruits.
The company is an integrated grower, packer and marketer of fresh food products, including
- 3,000 acres of potato production
- Rotation crop production of barley, alfalfa, and quinoa
- Three fresh potato packing plants, two in Colorado and one in Texas, with total production in excess of 350,000,000 pounds annually
- Sales and marketing directly to national grocers including Walmart, Kroger, Aldi, Costco, Safeway, HEB, and many others
- Sales and marketing to food-service and broad line distributors; Sysco, Del Monte Fresh, Taylor Farms, U.S. Foods among others
- Managed a staff of 300 to 550 employees
Dixon Tom-a-Toe, Atlanta Georgia
General Manager, Atlanta Division 1987 – 1991
Dixon Tom-a-Toe ripened and marketed fresh tomatoes and processed and sold cut salads and vegetables. The company worked from five geographic divisions, with the main office and distribution in Atlanta, Georgia. Customers included chain grocers, broad line distributors, quick-service multi-unit restaurants, including Kroger, Bi-lo, Sysco, PYA Monarch, McDonalds and many others. The Altlanta operation was a union shop packing tomatoes and producing cut salads that serviced Georgia, North Carolina, South Carolina, Alabama, and Tennessee.
Products and Brands Developed and Marketed
Lone Star Pure™ - Sparkling Water project explained above
Culinaire® - This identity and marketing program was designed for a chef/owner whose business supplies full, multi-course gourmet meals served “in place” in homes and businesses. The business continues to thrive in Houston, Texas.Butter Gold® Potatoes - Fresh potatoes with a creamy, buttery flavor; now the industry standard.MountainKing Potatoes® - among the first well-known consumer brands of fresh potatoes. The brand includes a family of sub-products under the umbrella.Peak Flavor® - Peak Flavor brings real fruit flavor to fresh pears, cantaloupe, honeydew melon, strawberries and watermelon sold in American supermarkets, and higher sales and profits to participating stores.
All of these products take the manufacturer and seller out of the commodity market and bring higher margins and significantly higher profits to the business.
Project Management
Houston, Texas – Cold storage distribution and vegetable packaging
This project was a 100,000 square foot refrigerated green-field facility with 45,000 square feet used for cold storage and produce distribution, 55,000 square feet for vegetable packing and 15,000 square feet of offices. I managed the complete project, including site selection, engineer selection, design coordination with engineers and architects, construction coordination, equipment coordination and purchase, and move-in and in service activities. The site also included truck parking, rail siding, and a water flume truck and rail unloading system for fresh potatoes. The project was delivered under budget and within the time schedule allotted.
Ansel, Colorado – Refrigerated warehouse for long-term fresh potato storage
This 195,000 square foot climate controlled facility was built in four phases as the user’s product storage needs expanded. The structure included a water flume transportation for the product, and temperature and humidity control throughout. Particular challenges for these projects were that all construction had to be started and completed within the short season between spring thaw and agricultural harvest, and mobilization of resources in a remote area. All phases were completed on budget and ahead of schedule.
Monte Vista, Colorado – Refrigerated product storage and vegetable packing
This project was multi-phase, adding substantial new long-term climate controlled fresh vegetable storage together with renovated, modernized, and increased capacity fresh vegetable packing for the retail and food-service markets.
The additions included storage for 80,000,000 pounds of fresh potatoes in six separated, climate controlled zones, and packing capacity of 117,000,000 pounds annually. In completing the project we encountered several unusual conditions,
- High ground water table requiring total site dewatering during construction and geo-technical fabric foundation treatment
- Design and construction of water flume transportation for the product
- Design, railroad coordination, and construction of water flume product transit under an existing rail line to connect the new storage with the packing plant
- Full packing facility renovation without interrupting production or customer service
Education and strengths
School: Bachelor’s in Mathematics, University of Texas
Fully tri-lingual: English, French and Spanish
Community Involvement:
- Past President – Houston Fresh Fruit and Vegetable Association
- Port of Houston – founding member of the working group for fresh produce imports
- Board of Directors – Access To Excess – Non-profit organization sourcing fresh fruit and vegetables for Texas Food Banks
