mr. j.s. "Si" brown III
2000 Recipient
International Achievement Award
Bruce Foods Corporation is doing its part to whittle away at the mountainous US trade deficit. While most US businesses saw exports shrivel during the Asian cash crunch form 1997 through 1999, Bruce Foods continued to expand it overseas market share. The food processing company primarily manufactures hot sauces and peppers, Cajun and Mexican foods, canned vegetables and spices.
For his company’s successful trade efforts, Brown was honored with the third annual International Achievement Award presented by the International Trade Development Group and Le Centre International. The award, which honors outstanding contributions made to Lafayette’s international image and connections, was officially presented to the New Iberia Native January 19 at an awards luncheon in the City Club.
Brown, who served as chairman of the Louisiana Export Council from 1991 to 1997, has a long history of expertise in exports. He sat on the industry Sector Advisory Committee on US Trade Policy and has a seat on the World Trade Center Board.Today, Bruce Foods is one of America's largest privately-owned food manufacturers with more than 1,200 employees, and two processing plants in the U.S. Their products are distributed throughout the U.S. and in more than 100 countries, and are carried by most of the top retail grocery chains worldwide. With a long reputation for encouraging and supporting fair trade, Bruce Foods has developed trusted partnerships with the finest sales representatives and distributors around the world.
Bruce Foods started out in 1928 in New Iberia, Louisiana, as a manufacturer of a single product--a hot pepper sauce. Coincidentally, that same year J.S. Brown, Sr., formed a company named J.S. Brown and Son Food Brokers, also in New Iberia. Early on in its history, the company's products were still transported by horse-drawn wagons and paddle-wheel steamers on the Bayou Teche.
When Louisiana roads improved, the company was able to move goods greater distances. By the 1940s, it maintained a small fleet of trucks and had warehouses in New Orleans, Shreveport, and Jackson, Mississippi. Brown's three sons--Gordon, Norman, and Si (J.S. Brown III)-- joined to help their father take the family business in a new direction, necessitated by the fact that large grocery chains were quickly driving both factors and regional food distributors out of business. In 1954, J.S. Brown and Son made a major investment, buying out Bruce Foods.
The Browns quickly sought both to expand and diversify through further acquisitions and product development. Included were Louisiana Brand Hot Sauce and the Mexene brand bought from Riviana Foods. In 1980, the company bought the Ashley Mexican Food products and plant in El Paso, Texas. Using the brand name 'Casa Fiesta,' Bruce helped popularize Mexican foods, just as it had been doing for its Cajun foods. Casa Fiesta became the number one brand of Mexican food sold in Europe.
Its marketing strategies won Bruce Foods some significant awards. In 1986 the company won a Clio Award for innovative package design as well as the Intermediate Product Award at the Sial Exhibition in Paris.. 
In 1987, because of its programs promoting American products abroad, President Ronald Reagan granted Bruce Foods the prestigious 'E' Award, a special honor given to select U.S. exporters. In the next year, Bruce Food's president, J.S. ('Si') Brown III, traveled to Moscow to visit the Soviet World Trade Center, where, in conjunction with Louisiana chef John Folse, Bruce Foods opened a temporary Cajun restaurant that drew big crowds and enthusiastic reviews. Moreover, Bruce Foods entered an agreement with a Moscow restaurant organization and a West German company to supply the first Mexican food restaurant in Moscow.
Its imaginative and energetic overseas marketing earned additional awards for Bruce Foods. In 1989, it garnered a National Association of Marketing Officials Award for outstanding marketing, and in May 1990 the company was awarded the 'E Star' Award by President George Bush. Importantly, in the three-year interval between receiving its two 'E' Awards, the company doubled its exports. By 1990, it was employing 800 workers worldwide. In addition to its four U.S. plants, it was completing an 'affiliate' factory in the Netherlands. It was selling products on all continents, shipping various items to over 65 countries. One of its customers was the Pope, who liked the company's Cajun gumbo so much that every month Bruce Foods packed up and air-freighted him two frozen gallons.