HUMAN INTEREST

John Henshell internal communications sample: human interest story, employee engagement (public recognition for good deeds of employee and employer)

GREG DELL HELPS FIREFIGHTERS

The Glenwood Springs, Colorado, area was terrorized by wildfires a couple of weeks ago. Firefighters from throughout the western states were brought in to help contain the fire. The inferno took the lives of 14 firefighters. When she was a firefighter based in Prineville, Ellen Klien (Coffee Production) worked with some of the firefighters who lost their lives in the Glenwood Springs fire. Herb Baughman’s nephew was one of the firefighters who lost his life in the fire. The Glenwood Post editorialized, “These men and women took to the front lines to defend us as bravely as any soldier has taken up arms to defend our freedom. July 6 is two days after the Fourth of July, a holiday when we think of those who have fought for our freedom. We now have a day to remember those who fought for our very lives.”

George Silvers, a Boyds customer in Glenwood Springs, wanted to support the firefighters’ efforts. He took his two espresso carts to the support site at a school where the Red Cross and Salvation Army were set-up, and began serving free coffee and espresso drinks. To his surprise, the demand was overwhelming, so he called his Boyds Rep, Greg Dell (SA 129, Glenwood Springs), for help. George and his wife, Rose, operate Silvers Foods, one of Greg’s top espresso accounts. They use Gourmet Medallion, Espresso Milano, and a full line of Italia D’Oro products.

Greg was enthusiastic about doing anything he could to help. He could see the fire from his home in Newcastle three miles away, and says, “It looked like somebody dropped a bomb.” He called Ned Andersen (RM, Region I), who authorized donation of product and quickly agreed to allow Greg to support our customer and the fire containment effort. Greg shuttled products to George, and then worked with him from noon until 10:00 or 10:30 at night Thursday through Saturday. He completed his route obligations by noon Thursday and Friday, and caught up on his administrative work Saturday morning before helping George, who began working at 6:00 in the morning each day.

Greg and George served about 1,800 cups of coffee and espresso in Boyds and ltalia D’Oro cups. Greg says George donated the products he had already bought from Greg, and Boyds contributed about eight bags of Espresso Milano, a case-and-a-half of Gourmet Medallion, 17 to 20 gallons of lemonade, 25 to 30 bottles of Italia D’Oro syrups, and two cases of chilled Mochaccino (the firefighters were able to take cartons “to go”). They were supported with a donation of 45 gallons of milk and free ice. Many businesses and individuals donated food. George also loaned bulldozers that are used in the construction business he owns.

The free gourmet coffee and espresso service amazed the firefighters, other volunteers, politicians, and the news media. Nobody had ever seen an espresso cart at a fire before, and people were astonished that Greg and George weren’t crass businessmen capitalizing on the demand. Although it wasn’t their intention, their service under fire proved to be a marketing bonanza for George and Greg. Our cups, point-of-sale materials, umbrella, and van clearly showed that Boyd Coffee Company was at the scene. Many news pictures were taken, and Greg saw our van on a Grand Junction television newscast. Greg and George served many politicians, including the mayor, congressman, a senator, and the Secretary of the lnterior and his staff. We got coffee and espresso leads from local businesses; Greg gave out many business cards. He and George were overwhelmed with compliments as well as gratitude.

Greg notes that ltalia D’Oro Chocolate Macadamia Nut syrup was favorite flavoring of the firefighters. Chocolate was a big hit, as Chocolate Mint Syrup and our new Chocolate Syrup were also very popular. Greg jokes, “They ‘sold’ like wildfire!”

The many volunteers at the school site could see the fire over the hill. A red sun or red moon continually reminded the volunteers of the eerie seriousness of the situation.

The fire scared the community and scarred the land. The firefighters who lost their lives were honored in public ceremonies in Glenwood Springs and their home towns. Flags are flying at half-mast. Boyd Coffee Company is not in the fire fighting business, but we did what we could. Greg says, “It felt really good to help.” George called Dick Boyd to express his thanks for Greg’s help and our donation of product. As Greg visited his accounts last week, he discovered that many of his customers had heard he was there.

We serve and contribute to the community because it is the right thing to do; the reward is our knowledge of that and the gratitude of the beneficiaries. Sometimes contribution brings unexpected rewards too.