Community leaders, business owners and elected officials celebrated the unveiling of the community-wide rebrand and 10-year destination master plan.

And yet, many in its hometown know little of the wholesaler’s origin, as a Texas Street shopfront selling tonics and extracts, nor its evolution to a major player in the distribution industry. The Dicksons, the family that has run the business since 1899, value grit and gumption more than fame.