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Finding the Gem
Ultra-premium appliance manufacturer finds rural Mississippi
is its "diamond in the rough."
By Kimberly D. Acreback
Companies that are willing to invest in a rural community
often find that the community is equally as willing to invest
in them.
One of the many advantages to locating in a small town is
the opportunity to directly influence and enhance the quality
of life in a community, while improving one's own bottom line.
The relationship between the Viking Range Corporation and
Greenwood, Mississippi, is a perfect example of the tremendous
success awaiting businesses that are willing to commit themselves
to small, "diamond in the rough" communities.
Greenwood, located in the heart of the Mississippi Delta,
is a friendly community of 20,000. It's situated midway between
Jackson, MS, and Memphis, TN, at the intersection of U.S.
Highways 82 and 49. Much like many other small southern towns,
it was originally an agricultural community where cotton was
king. Now home to companies like Viking Range, Greenwood has
strong forward momentum.
Viking, a manufacturer of ultra-premium appliances such as
rangetops, cooktops, ovens, refrigerators, dishwashers, compactors
and food waste disposers, is a homegrown company founded by
local contractor Fred Carl, Jr. in the early 1980s. Its full
line of high-end appliances can be found on the sets of popular
cooking shows and in the homes of some of the world's most
famous chefs and celebrities.
Viking has not only won critical acclaim from professional
chefs, but also from historic architecture advocates. The
Main Street Association in Greenwood and the Mississippi Heritage
Trust both awarded Viking for its exemplary rehabilitation
of several buildings on Front Street. "We've got beautiful
buildings that would be a shame to tear down and replace with
something steel and glass," said Dale Persons, Viking's
Vice President of Public Affairs. "We wanted to beautify
the area, but maintain the integrity of the buildings."
All Front Street buildings restored by Viking are listed
on the National Historic Register. The corporate headquarters
is housed in a restored opera house, while Viking's other
Front Street buildings are housed in former cotton factory
buildings.
Viking's location in a rural community has enabled it to
apply for numerous grants, giving the company the capital
needed to grow and to invest in the community. According to
Persons, "Mississippi life has been good to us. Good
things have been happening here in Greenwood, so it made sense
to stay in the area."
The impact on both the community and the company has been
tremendous. Viking has its pick of applicants with the right
attitude, as well as the appreciation and loyalty of the community.
Greenwood has an investor who is determined to make both its
company and its community a success.
"The work ethic is excellent, and the community is so
proud of what Viking has done, they support us 100 percent,"
Persons said. "They're proud to create a world-class
product."
Lisa Cookston, president of the Main Street Association, said,
"The downtown was neglected and merchants were moving
away, but when people saw the commitment Viking was making
to the community, it sparked their interest in returning to
downtown. It showed that downtown Greenwood is a good investment."
According to Brian Waldrop, CFO and senior vice president,
"Viking doesn't compete against other companies, but
works hard to get other companies to develop and grow in the
region." Viking's philosophy is, "Anything that
improves the quality of life in Greenwood helps the Viking
Corporation."
Viking's most recent downtown project is the restoration
of a hotel that was built in 1917. Hotel Irving, which has
been vacant for 10 years, will become one of the premier boutique
hotels in the United States. Featuring 50 rooms, a day spa
and a restaurant, Waldrop said, "It allows us to house
our visitors in a fine dwelling, but it's also good for tourism."
Cookston agrees. "People are amazed when they see buildings
that were in disrepair, which are now bright and shiny and
bustling with activity. It's made our downtown pedestrian-friendly
again."
When asked why other executives should consider expanding
or relocating their businesses to rural Mississippi, Waldrop
said, "My children have grown up here and think it's
the best place in the world. The community has excellent things
going for it…the people are very receptive and will work
in any way, shape or form to make you successful."
The payback for investing in a small community is undeniable.
What was once just a simple sketch on the back of a contractor's
notepad, Viking has evolved into an internationally-distributed
appliance brand, and what was once an uncut gem, Greenwood
is now a shining example of the potential just waiting to
be revealed by companies that choose rural Mississippi.
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