VITAL STATISTICS\Where born: Galveston, Texas.\ Family: Wife Miriam and son Richard.\ Education: Degree in marketing and management, Lamar University, Beaumont, Texas.

Primary products: Soft drinks.\ Primary markets: Salt Lake City, Reno and Boise; business in 10 states.

Number of employees: 1,060.

Annual sales: $180 million.

PERSONALITY PROFILE\ First "real" job: Helped on a Coca-Cola truck at age 14.\ Management style: Open, walking around.

Strategy for success: Reliability, dependability and hard work.

A memorable failure: Cannot recall one.

Heroes: President Ronald Reagan.

Leisure time and hobbies: Fishing, golf and woodworking.

Favorite book and movie: James Michener's "Texas."