Heritage: WP Rawl celebrating 90 years
WP Rawl’s farming operation started small in 1925, but has evolved into a leading year-round grower, processor and shipper specializing in bulk and value-added leafy greens and vegetables.
The company’s brands are “Rawl,” “Nature’s Greens,” “Palmetto Gardens” and “Versatile Veggies.”
Having relocated from Gilbert, SC, to Pelion, SC, near the turn of the 21st century, its rich history has unfolded through three generations of family members and a staff that holds fast to its roots and practices.
A WP Rawl worker going to get her card punched for the basket of tomatoes she just picked.
WP Rawl began shortly after Walter Phillip Rawl and Ernestine Price Rawl married on Jan. 25, 1925, a date the company still celebrates as its anniversary.
The couple quickly began a family farming legacy by planting cabbage plants.
“Walter obtained a small parcel of land on what is now Walter Rawl Road,” explained Ashley Rawl, vice president of sales, marketing and product development, and a third-generation family member. “People said he would never make enough money to pay for the land, but his wisdom and vision began what today is a leading company.”
The Rawls’ seven children worked on the farm from early ages instilled with a deep respect for family traditions, willingness to work hard, dedication to God and mankind, a challenge to be innovative and the responsibility to provide leadership in the industry and community.
Workers packing peaches on the line at Walter P. Rawl.Among their tasks were grading produce, setting out onions and sweet potato plants and walking behind trucks cutting collards. They also helped prepare daily family lunches by shelling bushels of butterbeans or peas.
All family members were expected to gather around the table at noon. Someone always said a blessing.
“Family lunches gave my grandparents a chance to talk about farm issues,” said Rawl. “Disagreements were dispelled at lunch. If someone was too busy to attend, food was loaded in a truck and delivered.”
The family lunch legacy lives on. The Rawls have lunch together every Tuesday and Thursday.
The farm remained stable following the Great Depression, providing a source of income for local residents. During World War II, German prisoners from Fort Jackson worked on the farm.
“Walter’s favorite saying was ‘Sell what you can and can what you can’t,’” said Rawl. “He established a cannery to ensure maximum utilization of his crops, which operated for over 45 years.”
Walter Rawl inspecting an okra crop.Walter oversaw the business while Ernestine worked the fields — through every imaginable weather condition — until she was 78.
An admirer once observed; “[Ernestine] has meant more to his [Walter’s] success that any other person or thing. On one occasion she was referred to as Walter’s ‘right arm.’ Walter responded, ‘She is also my brain.’”
They were known for their sincere care and concern for others.
“Sometimes a less fortunate worker would come to the back door at lunchtime and was given a plate,” said Rawl. “A small building served as a store where workers could charge their purchases and pay when they were paid.”
The following years brought tremendous expansion, and Walter lead the family to pioneer irrigation, hydrocooling, exports and food safety.
In 1959, Walter was named president of the South Carolina Peach Council, and chairman of South Carolina Farm Bureau’s Fruit Committee. In October 1962, he traveled to Europe to look into exporting fresh peaches. The result was the formation of a special committee to execute peach exports.
Members of the WP Rawl family (front row, l-r) Joyce Bolin, Karen Johnson, Howard Rawl, Wayne Rawl and Susan Clifton, and (back row, l-r) Ashley Rawl, Bob Wingard, Charles Wingard, and Dean Rawl.“The company packed the first shipments destined for Denmark, Norway, Sweden, Finland, the Netherlands and England,” said Rawl. “Transit time was up to three weeks, but buyers were pleased and anxious for more.”
Export plans were sadly thwarted by a sudden spring freeze, but it improved prosperity for South Carolina producers, and proved exports were possible.
In 1970, Walter was honored by the South Carolina Farm Bureau for A History of Service to South Carolina Farmers: 50 Years of Service and Leadership.
He was regularly seen driving his car throughout the farm supervising all operations, in between attending meetings related to his involvement in many professional and civic organizations.
“Walter drove through the fields very fast,” Rawl noted. “Workers seeing a huge dust cloud in the fields knew he was on his way.”
In the 1960s the farm began producing greens and other vegetable crops, providing more stable workloads and revenue.
Walter died in 1978. Ernestine and three of the Rawl children took the helm, and were later joined by several grandchildren. Hard work and dedication to meeting ever-changing customer needs grew the business exponentially.
Since the 1970s, second-generation brothers Wayne Rawl, president, and Howard Rawl, executive vice president and chairman of the board, have overseen the business, along with siblings Joyce (Rawl) Bolin, harvesting manager, and Sue Wingard.
Ernestine died in 2000, and Wingard died in 2002.
The company’s relocation to Pelion was a milestone. Its new facility utilizes the latest advances in science, technology and agribusiness. Its operations were expanded to Florida, with grower-partners in Colorado, Mississippi, New York, Texas, Virginia and Wisconsin.
Besides Ashley, third-generation family members now overseeing the operation and over 500 staff members are Dean Rawl, vice president of equipment and engineering; Charles Wingard, vice president of field operations; Susan (Wingard) Clifton, vice president of finance and administration; Bob Wingard, shareholder; and Karen (Rawl) Johnson, vice president of human resources and administration.
WP Rawl’s greatest changes over the years include technology, food-safety regulations, a changing labor force, having a loyal work force and increasing crop diversity.
“We have enjoyed tremendous and steady growth,” said Rawl. “As our company grows, changes have to occur to manage that growth requiring a high level of talent and pulling in outsiders. Our commitment to meeting customers’ needs and focusing on land and environmental conservation are strong.”
Now a leader in maintaining optimum food-safety assurances, its internal department continually monitors food safety. It was among the early recipients of a Superior rating from the American Institute of Baking, and currently holds Level II status from Safe Quality Food Institute.
Its dedication to sustainability through recycling, energy management and protecting and conserving natural resources is matched by its leadership in Integrated Pest Management. A field audit system is in place where data is constantly traced on land usage, seed variety, fertilizer history, pesticide control, supply source, employee hygiene and harvest practice.
A fleet of 70 trucks delivers products throughout the eastern two-thirds of the country, from Miami to Maine and Texas to Iowa.
“Our continued emphasis on meeting public demand for ensuring maximum nutrition and ease in food preparation has led to the development of several value-added product lines in recent years,” said Rawl. “Previously sold solely as garnish, kale now represents more than 50 percent of our fresh-cut business.”
The Rawls are quick to attribute their success to dedicated and hard-working employees and a strong and loyal customer base.
Many employees grew up with Rawl family members and are as close as family. An annual fair is conducted to provide health screenings, health education and child safety practices for all employees.
With Jan. 25, 2015, representing WP Rawl’s 90th anniversary, the company is commemorating by hosting a reception for the produce industry at Southeast Produce Council’s Southern Exposure in February.
“High School Musical alum Monique Coleman, who has partnered with ‘Nature’s Greens’ to help promote simple ways of incorporating greens into everyday life, will be featured at our booth,” Rawl said. “The celebration will include video content, a commemorative e-book and a trade advertising campaign. WP Rawl will also host an event for employees in 2015.
“We are excited to celebrate with everyone,” he continued. “Our business is thriving and WP Rawl is established as the category leader. We have great relationships with our employees and customers, all the while continuing to live by our company motto, ‘Our Business is Growing.’”
