“We have an iconic product that is our signature offering. We call it Lumber Jack Smoked Sausage. My brother is the one that came up with this name years ago, and the brand has gained tremendous recognition” Solana said.

Lumber Jack is a smoked sausage seasoned with a blend of sage and peppery spices in a natural casing and is smoked with oak and hickory.  Solana credits Lumber Jacks naturing casing for giving the smoked sausage its signature eating quality and differentiation from competitors offerings. Solana also credits Lumber Jack’s display-ready cartons for helping the product stand out in the retailer’s display cases. “While these cartons are more expensive than traditional packaging, I believe they give us an advantage as the carton is an eye-catching billboard, easily recognizable to our existing consumers and enticing to those considering Lumber Jack for the first time” he said.

The Lumber Jack brand plays a key role in securing Roger Wood Foods’ market position.  Solana went on to say that “today we enjoy the No. 1 position in the Southeast in volume sales for this SKU”.  He also mentioned recent inroads in the Baltimore and Washington, D.C. markets, along with opportunities farther up the East Coast that are expected to fuel further growth for the company.

Solana believes that value is an important component of the company’s past and future success.  “We have a product that's priced for a family on a budget but has the same bite, texture, and overall eating quality of a more expensive product. We have focused on the consistency of the spices and texture, which in turn has endeared the Lumber Jack brand, and all of our products, to our faithful customers.”

The company also focuses significant effort on refining and innovating its internal workflow. “From an operations perspective we have simplified our processes to be repeatable, efficient, and effective.   This has allowed us to rapidly identify defects and minimize any impact on production and customer satisfaction” he said. Solana went on to say, “We taste-test our products every single day. We want to personally experience what the customer is purchasing and how they are using it in various dishes. We encourage all our associates to get involved with understanding our product to make sure that they can intimately relate to the consumer experience.”

Solana has worked hard to craft a workplace culture that can be described as team-focused, family-oriented, and rewarding for all employees.  These efforts have resulted in a tenured, loyal, and effective leadership team that takes personal ownership of the company’s success.

After more than 40 years at Roger Wood Foods, David Solana remains excited about the company’s future and proud of its legacy.