Edible Customer Spotlight

Magnolia Fruit & Produce Owners Recall Tragedy, Joy and Prosperity

Kenny Jack (K.J.) Faour and Liz Moser had big dreams and no guarantees when they opened the doors of Magnolia Fruit & Produce Company less than two years ago.

Twenty-two months later the brother and sister – along with a dedicated team – have turned hard work and wise business decisions into a multi-million dollar company. Magnolia Fruit & Produce rang up sales of $10 million dollars during its first year in business.

One of those business decisions was investing in Edible Software.

"It’s no secret that profitability in the produce industry depends on inventory control," says Liz.

"We did our homework. We knew that off-the-shelf accounting software did not possess the technology we needed to grow. We knew the accounting software we chose would mean the difference in whether we were successful or not,” she says.

“With Edible Software, we can track our inventory every day. We know where we are at any given time. Edible is also an advantage to our sales team. Its efficiencies mean we can assist our customers effortlessly and concentrate on offering superior service.”

Liz also likes the 24-hour live tech support and Edible’s online ordering module. “It’s a huge benefit to our marketing efforts,” she says.

History, tragedy and . . . a new Magnolia

Liz and Kenny have a family history in the industry. Starting with immigrant great-grandfather Anthony Faour, then grandfather Jack and finally father Ken, Liz and Kenny have been steeped in the business since childhood.

Liz recalls the "first" Magnolia Fruit & Produce - the company owned by her dad Ken. The business met a tragic end one night in the late 1980s. A devastating fire destroyed everything.

"It was more than a total loss," recalls Liz, who was 13 at the time. "We lost the business, but we also lost our cashier, Mr. Mike. He was a long-time employee and a friend. He was putting money in the safe when the fire broke out."

Despite the tragedy, Ken Faour continued working in the business, even educating others about fresh produce with television spots on Channel 13. As his daughter and son grew up, they began working in the industry, too. They never gave up the dream of a "new" Magnolia family business.

A new Magnolia

In March 2007, the new Magnolia opened. "Kenny and I made the decision to go into business and within 30 days we negotiated every aspect of our operations from leasing space to insurance to uniforms, and to accounting software. I called Charles Butler at Edible Software. We haven’t looked back since – and Dad works with us here every day."

More information

For more information about Magnolia Fruit & Produce - and a chance to see some fascinating pictures of the company - old and new - visit www.alwaysgetfresh.com or call Liz Moser at (713) 926-0400.