Episode 26: Continuing the NorCal Beverage Family Legacy Beyond the Sale.

Let us know what you thought of this episode and any other comments you may have. What does it take to transform a small family business into a major player in the beverage industry? Discover the incredible legacy of NorCal Beverage, beginning with Shannon Deary-Bell's grandfather, who turned his Coca-Cola salesmanship into the entrepreneurial foundation of Hires Bottling in 1937. You'll hear the story of Shannon's father and uncle, who made the courageous decision to sell their profitable stocks to protect the family business and its employees, embodying a people-first philosophy that has defined NorCal's journey and continuing legacy. You'll also hear of the tenacity and determination of Shannon as a young manager having to deal with the complexity of "busting" a union that misrepresented itself to the employees. Her pursuit of what was the right thing to do, let to a much greater acceptance from her employees and family alike. Uncover the strategic genius behind NorCal's significant pivot in 2007, when the company shifted focus from bottling popular brands like Dr. Pepper and Snapple to co-packing. This bold move led to lucrative partnerships with major brands like Arizona Tea, Red Bull, Monster, and Gatorade, propelling NorCal to new heights. We delve into how Shannon's insistence for a particular seat at luncheon led to a critical meeting with the CEO of Red Bull in France that opened doors to substantial opportunities, highlighting the company's resilience and adaptability in the face of industry challenges. Finally, we explore the complexities of family business dynamics, focusing on succession planning, leadership transitions, and the difficult and emotional decision to sell the business during the COVID-19 pandemic. Hear Shannon's son Riley, explain his personal account of returning to the family fold to save jobs and his reflections on the pressures and rewards of taking on a leadership role in a newly developed company. Shannon and Riley discuss the importance of personal accountability, hard work, and seizing growth opportunities while maintaining a people-centered approach. Dedication and passion continue to drive their new venture setting the stage of familial business success once again. To learn more about NC Equipment Solutions visit or you can contact them at: Dispatch & General Inquiries: (916) 372-7700 ; fsd@NCEQS.com Accounts Receivables: (916) 374-2657 ; AR@NCEQS.com Accounts Payables: (916) 372 7700 ext. 2436 ; AP@NCEQS.com Episode Highlights (05:32 - 06:00) The Power of Community (13:57 - 15:01) Trust and Communication in Relationships (18:14 - 19:19) Meeting Red Bull CEO in France (21:59 - 23:40) Succession Planning for Company Presidency (25:58 - 27:02) Father-Son Relationship and Business Sale (32:51 - 34:20) Company Restructuring Saves Jobs (37:46 - 39:09) Family Business Responsibilities and Rewards (44:25 - 45:41) Navigating Entrepreneurship at a Young Age Chapter Summaries (00:00) Building a Family Business Legacy NorCal Beverage's history, family commitment, and employee safeguarding, from Shannon's grandfather's vision to her taking over the business. (15:03) Succession Planning and Co-Packing Success NorCal Beverage's strategic pivot to co-packing led to pa To learn more about the Capital Region Family Business Center visit our website HERE . To learn more about River City Bank and how they can benefit your family business, visit

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Episode 26: Continuing the NorCal Beverage Family Legacy Beyond the Sale. is an episode from A Seat at the Table by Capital Region Family Business Center.

This episode is 53:47 long.

This episode was published on Jul 4, 2024.

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