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Will Bowron

Red Diamond names Will Bowron vice president of wholesale distribution

Red Diamond® Coffee & Tea, a Birmingham-based beverage company serving retail customers and foodservice operators across the United States, is extending its legacy of family-owned leadership as it celebrates 116 years of growth and success.

Founded in 1906, Red Diamond is led today by President & CEO William A. Bowron Jr. (Bill) — a member of the founding family’s fourth generation. This year, William A. Bowron III (Will), returned to Red Diamond as vice president of wholesale distribution.

Will Bowron first worked at Red Diamond from 2014 to 2016, then earned his MBA at Emory University’s Goizueta Business School as the 2016 recipient of the Goetz Scholarship. After graduation, he held managerial positions at two of Atlanta’s premier Consumer Packaged Goods companies.

Regarding this latest company development, Bill Bowron said, “We have always taken great pride in the products we offer, and the business we’ve built. I take even greater pride, and joy, in upholding that legacy alongside my children. Having both Will and Emily Wood Bowron, our vice president of strategic marketing, serving as fifth-generation leaders at Red Diamond further reinforces my excitement about the opportunities we will have for decades to come.”

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As vice president of wholesale distribution, Will Bowron manages the division dedicated to growing sales of Red Diamond’s products and services to restaurants, hotels, convenience stores and other foodservice operations across the country.

“I’m genuinely honored to lead and serve a team I consider to be the best in our industry. I look forward to further expanding our footprint to reach even more customers,” said Will Bowron. “Red Diamond has been a standard-bearer of coffee and tea production for generations, and I’m absolutely determined to fulfill the responsibility I’ve been given to carry our brand forward.”

About Red Diamond Coffee & Tea:
Red Diamond is one of Alabama’s oldest and most respected family-owned companies, and the second oldest coffee and tea company continuously owned and operated by the same family in the United States. The company was among the first suppliers of instant coffee, and at one time was the single largest supplier in the world.

Red Diamond was also the first company in the U.S. to:

—use decaffeinated tea
—use completely sealed tea bags
—use the complete Goglio brick-pack technology in coffee production
—manufacture with a complete Scolari coffee and tea plant

Red Diamond’s superior products are available in fine hotels, restaurants, offices, institutions and homes across the United States. Products the company offers range from its staple ready-to-drink iced teas, carton tea and retail coffee to premium open-brew tea, specialty and single-origin coffees, cold brew coffee and flavored tea offerings for foodservice.

For more information about Red Diamond and its history, visit or

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Red Diamond Coffee & Tea
Moody, Alabama

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