Ruiz, Fred, 2001 Leon S. Peters Distinguished Service Award recipient
Item
Title
Ruiz, Fred, 2001 Leon S. Peters Distinguished Service Award recipient
Description
Talks about his family immigrating from Mexico, starting his frozen foods business with his father and how the timing worked out well for convenience foods. He talks about the changes that have taken place in Fresno and the valley over the years and the importance of giving back to the community.
Creator
Ruiz, Fred
Mehas, Dr. Peter G.
Relation
Leon S. Peters Legacy Collection
Coverage
Fresno, California
Format
Microsoft word 2003 document, 4 pages
Identifier
SCMS_lspl_00004
extracted text
>>Dr. Peter G. Mehas: Fred Ruiz, father par excellence, a successful businessman
but we're here to talk about the year 2001 Leon S. Peters recipient and so on
behalf of the Fresno Chamber of Commerce, Fred, we want to congratulate you. But
what did it mean to you, you know you had a very humble beginning and now
clearly you're getting accolades that you so richly deserve, what did it mean to
>>Fred Ruiz to be named the 2001 Leon S. Peters recipient?
>>Fred Ruiz: Well, that's a good question, Pete, I don't even know if it's
really set in yet, it's just...I mean I've been to this function for many, many
years and I've always admired and respected the people that have received the
award and I've always felt it is very obvious you know why they were selected so
on my chart it just never registered that something like this might you know,
might happen to me so I don't know really. I know it's the most prestigious
award in the Central Valley, I do believe that you know to me I...it's more
important than being in the White House and the Rose Garden and receiving an
award by President Reagan and I guess the reason it is, is because--I live here
and these are people who I admire and I respect so to be nominated and to be
picked by people that I care about and I guess people that maybe care about me I
think this is pretty important, so.
>>Dr. Peter G. Mehas: Well, as many people know and those of us who knew Lee
very dearly and closely it stands for not only excellence in terms of success in
business which clearly you are and clearly Lew Eaton, Bob Duncan, Anne Speakes,
all the past, Helen Smades, all the past recipients were successful but they
went way, way beyond success in business and they gave so much back to their
community. Being an educator I'm involved with youth a lot and how do we teach,
how did you learn that culture. You could have said gee, I got my successful
business and I'm going to go spend the time on the golf course. What was it
about you and your family that says there's a community responsibility?
>>Fred Ruiz: It's a good question, yeah I think a lot of it just comes with the
territory, you know as our business grew and became more successful you know
having opportunities to participate in different programs or you know I just
think it's a responsibility that...that comes with having successful ventures
whether you're in education or in business or whatever you know I think it's
important...you know I think it's so easy for us to take from the community but
giving back and leaving something is I think even more important so...it's just
I don't know, I don't really have any answers for you, I just know that if I
didn't do what I could, when I could, I wouldn't feel good about myself.
>>Dr. Peter G. Mehas: Yeah, let's talk about your business, how did you get
started in your business, and why did you choose this location, you're a Valley
boy but what was it that got you going on your business.
>>Fred Ruiz: Well, first of all this is a great location to have a business,
especially our kind of business because you're between two of the biggest
markets in the country. How we started is kind of one of those only in America
type stories. My parents are both immigrants from Mexico, my dad was born in
Mexico, came here very early, my mom was actually born here in Los Angeles and
then sent back to Mexico. But my, you know my parents have always been hard
workers, how we started is my dad, I was finishing up COS and really didn't know
what I was going to do with my life and he said, what are you going to do and I
said I really don't know, I think I'd like to make lots of money and have nice
homes and a car and provide for my family and I also knew I could work hard
because my summer job my senior year I had a job that just almost killed me but
I just stuck it out because it was important to me to know that I could really
do something really hard if I had to and stick it out so I did that but...so how
we started is you know my dad came up with this idea of making frozen enchiladas
and fine I'm 21 years old, I'm still living at home actually and so what we did
was we took my mom's twin chest freezer, took her electric mixer and some of her
utensils and then Dad went to a junk yard and he found an old stove and fixed it
up and we...my dad had a business at that time, we made a...took a small section
and made it into a kitchen and we started making bean and cheese enchiladas and
I was in charge of production, a one man operation. Dad was in charge of sales
and you know what I can honestly tell you is that the food that I made in those
days was pretty bad. [Laughs] so we had...the only way to go was go up and so I
learned very early...well I did learn very early that if you're going to be in
the food business and I think this applies to any business, you know you have to
have a good product. And so I learned very early that we've got to make good
tasting food if we're going to be successful.
>>Dr. Peter G. Mehas: How did it expand because now obviously it's one of the
most successful businesses in the west coast?
>>Fred Ruiz: Well, I think being in the right place at the right time, actually
how we expanded was you know, you know was economically driven, in those days it
was the beginning of the women going into the work force and with that came the
need for convenience food and the demand for frozen food, so that and then also
Mexican food you know very popular, you know the population here in California,
especially in the Valley has always driven you know the...the Mexican food,
people knowing it and liking it and so I think we rode that wave, we're still
riding that wave, so that's how we started and then we started selling to
supermarkets and then started selling to some restaurants and doing some other
things. Had a lot of help.
>>Dr. Peter G. Mehas: Your business is very competitive, people are competing
for your business I would think through the whole food industry, I noticed your
family is involved in the business now, what do you feel that gives you the
competitive edge to have your business year after year get awards as well and
being successful?
>>Fred Ruiz: Well, I think leadership, excellence in everything that we do,
whether it's the way our food tastes, you know the quality of people that work
for us, our packaging, our production, the plant I think it's extremely
important that we do a good job and do the best job that can, we're always
pushing ourselves, you know what...what works today isn't going to work for
tomorrow so we're trying to improve to get better, I think in business you
always have to...I really believe that if you ever sit back and think well, you
know I've finally made it, I think that's probably the time to get out of
business because I don't believe you've ever made it and so it's just you know
you just have to be constantly trying to improve, that's just the way it is.
>>Dr. Peter G. Mehas: A lot of young people look at you and say gee there's a
successful businessman and gee I'd like to emulate you, a successful role model,
what advice would you give to someone just out of Fresno State or just wanting
to go into business, things that you have learned the hard way, any suggestions
that you'd pass on to them?
>>Fred Ruiz: Well, I think if you're going to be a successful business I
think...businessman and I think a success at anything I think you know, one,
it's going to take a lot of hard work, you know that just goes without saying.
And then after that I think it's, you know, living your life and living your
business together in terms of values, I think values are very important, you
know I think how you treat people and actually you know if you have an attitude
that people are...my feeling about people is I believe that people are good and
people want to do a good job and so how do you harness the energy of all these
people and then move forward. That's my philosophy and I think if you can learn
how to get people to work together I think you'd be very successful.
>>Dr. Peter G. Mehas: You've seen a lot of changes in the Valley and we no
longer think of just cities we think of the region, the central California
region and this is an area you're very familiar with, whether it's Visalia or
Fresno, the Modesto area, what changes have you seen since you're born and
raised here, have you noticed in terms of whether it's demographics or how you
do business through the years that you've been in this area.
>>Fred Ruiz: Well, I think you know what's changing, there's a lot of really
interesting dynamics going on in the Valley in all areas, economically speaking,
educationally speaking, the Valley is progressing, I think you know we have a
lot of diversity here in the Valley and I think, I think diversity is good and I
think that's part of what makes America great so if we can take what we have and
make it all viable I think we can do a lot with this Valley. The Valley in terms
of California, you've got southern California, you've got northern California,
the Valley is so different than each one of those areas and what I like about
the Valley is there's a quality of life here you know that people are friendly
here in the Valley, I think they have...values are more important maybe here in
the Valley so there's a lot here that the Valley has to offer and I think we can
improve you know the quality of life, I think we've made a lot of changes in the
Valley and I think we can still have a wonderful place to raise a family and
grow a business.
>>Dr. Peter G. Mehas: From your prospective and I certainly don't expect you to
be a fortune teller but looking down the road what do you see the future of the
central California area and some of the things that we need to be very, very
cautious about or to look towards as we see the future, what are some of the
things that can help us or some of the things if we're not careful can hurt us
from your prospective.
>>Fred Ruiz: Well, I think there's a great need for the communities to
collaborate, you know to combine you know our strengths as individuals because
you know we're competing against Los Angeles and southern California and in
order to compete you know I think we need to work together, you know I think
that’s one of...when I look at Fresno I think one of Fresno's most important
role is one of leadership. You know Fresno is the center of the Valley and I
think the responsibility that Fresno has for being the biggest city is to take a
leadership role in trying to create positive change in the Valley, I think
education is so important and especially for our young children, I think
they...they get ignored a lot and for a lot of different reasons, a lot of the
wrong reasons but I really think we need to take a look at education and take a
look...and start at the very beginning and how can we bring these kids you know
regardless of what race they belong to or what religion they have you know to
make them part of the American way of life.
>>Dr. Peter G. Mehas: Anybody that knows Fred Ruiz knows that family is very,
very important to you, I was moved at the recent Artes Americas, the museum that
you have been so generous to...your family means a lot to you, did that come
about through your closeness of your family growing up and how important family
is as it relates to business?
>>Fred Ruiz: Well, you know my family is very important to me, it will...being
in business, getting involved and a lot of other things takes a lot of time and
usually that time is time that you take away from family so you know I really
you know try to express to my family how important they are to me even though
you know I have maybe, may not have spent as much time with them as I would like
to. I have a very wonderful wife and you know obviously she's very supportive
and we have an agreement where it's kind of up to her to tell me when I've gone
out too far and it's time for me to come back in a little bit because it's very
difficult to say no there’s so many things that are going on out there and
sometimes and most of the time I think I can help but, and...so Mitzi does a
good job of supporting me and yet at the same time telling me you know it's
time...my children are just wonderful, they are beautiful children, I really
admire a lot of qualities that they have so I'm really...my family is very
important to me I...my mom and my dad have been very important to me in growing
up, you know my dad has always worked hard, a businessman but a very honest
business person and a very hard working business person so I've learned a lot
from just watching my dad he's been a wonderful role model to me. My mom also
you know, a working mother, she sold shoes and growing up in Tulare I wasn't
Fred Ruiz, even you know as a business person I'm Rosie’s boy because my mom, my
mother had sold shoes to just about every person in Tulare. Wonderful person,
loves people, very happy person, you know her glass is always half full and so
she has a wonderful outlook on life, I learned a lot from both my parents.
>>Dr. Peter G. Mehas: You truly are a modest and humble human being and so this
question might seem a little awkward to you but the great Notre Dame football
coach once said when the final score is tallied, it's not whether you win or
lose but how you play the game. How do you want people some day when they write
the history of you as a Leon S. Peters 2001 recipient, what would you want them
to say, what would you want them to remember about you as a person...it's a
difficult question I know, we don't reflect upon it too often.
>>Fred Ruiz: Yeah, it is difficult, I guess...I don't know what people are going
to want to say about me, I just...I guess if I could be known for somebody who,
you know, helped people that would be great.
>>Dr. Peter G. Mehas: Well, Fred from what I know about you and your family and
clearly what people are saying now that clearly you do help people, you help the
community and that is why you are the recipient and I know the award in and of
itself doesn't by the accolades mean to you but what it stands for and clearly
you are deserving of that accolade amongst the Earl Smittcamps and the James
Hallowells, people who not only in terms of have been successful business people
but give and continue to give to the community and for that our children and our
future generations will benefit so is there anything I left out that I probably
should have asked you but that...
>>Fred Ruiz: Nothing.
>>Dr. Peter G. Mehas: That we want to record for history and posterity because
in years to come our students can learn a great, great deal about modeling their
lives after the success of you and your parents so congratulations on behalf
again the Fresno Chamber of Commerce and for being the 2001 Leon S. Peters
recipient.
>>Fred Ruiz: Thank you.
>>Dr. Peter G. Mehas: Congratulations.
==== Transcribed by Automatic Sync Technologies ====
but we're here to talk about the year 2001 Leon S. Peters recipient and so on
behalf of the Fresno Chamber of Commerce, Fred, we want to congratulate you. But
what did it mean to you, you know you had a very humble beginning and now
clearly you're getting accolades that you so richly deserve, what did it mean to
>>Fred Ruiz to be named the 2001 Leon S. Peters recipient?
>>Fred Ruiz: Well, that's a good question, Pete, I don't even know if it's
really set in yet, it's just...I mean I've been to this function for many, many
years and I've always admired and respected the people that have received the
award and I've always felt it is very obvious you know why they were selected so
on my chart it just never registered that something like this might you know,
might happen to me so I don't know really. I know it's the most prestigious
award in the Central Valley, I do believe that you know to me I...it's more
important than being in the White House and the Rose Garden and receiving an
award by President Reagan and I guess the reason it is, is because--I live here
and these are people who I admire and I respect so to be nominated and to be
picked by people that I care about and I guess people that maybe care about me I
think this is pretty important, so.
>>Dr. Peter G. Mehas: Well, as many people know and those of us who knew Lee
very dearly and closely it stands for not only excellence in terms of success in
business which clearly you are and clearly Lew Eaton, Bob Duncan, Anne Speakes,
all the past, Helen Smades, all the past recipients were successful but they
went way, way beyond success in business and they gave so much back to their
community. Being an educator I'm involved with youth a lot and how do we teach,
how did you learn that culture. You could have said gee, I got my successful
business and I'm going to go spend the time on the golf course. What was it
about you and your family that says there's a community responsibility?
>>Fred Ruiz: It's a good question, yeah I think a lot of it just comes with the
territory, you know as our business grew and became more successful you know
having opportunities to participate in different programs or you know I just
think it's a responsibility that...that comes with having successful ventures
whether you're in education or in business or whatever you know I think it's
important...you know I think it's so easy for us to take from the community but
giving back and leaving something is I think even more important so...it's just
I don't know, I don't really have any answers for you, I just know that if I
didn't do what I could, when I could, I wouldn't feel good about myself.
>>Dr. Peter G. Mehas: Yeah, let's talk about your business, how did you get
started in your business, and why did you choose this location, you're a Valley
boy but what was it that got you going on your business.
>>Fred Ruiz: Well, first of all this is a great location to have a business,
especially our kind of business because you're between two of the biggest
markets in the country. How we started is kind of one of those only in America
type stories. My parents are both immigrants from Mexico, my dad was born in
Mexico, came here very early, my mom was actually born here in Los Angeles and
then sent back to Mexico. But my, you know my parents have always been hard
workers, how we started is my dad, I was finishing up COS and really didn't know
what I was going to do with my life and he said, what are you going to do and I
said I really don't know, I think I'd like to make lots of money and have nice
homes and a car and provide for my family and I also knew I could work hard
because my summer job my senior year I had a job that just almost killed me but
I just stuck it out because it was important to me to know that I could really
do something really hard if I had to and stick it out so I did that but...so how
we started is you know my dad came up with this idea of making frozen enchiladas
and fine I'm 21 years old, I'm still living at home actually and so what we did
was we took my mom's twin chest freezer, took her electric mixer and some of her
utensils and then Dad went to a junk yard and he found an old stove and fixed it
up and we...my dad had a business at that time, we made a...took a small section
and made it into a kitchen and we started making bean and cheese enchiladas and
I was in charge of production, a one man operation. Dad was in charge of sales
and you know what I can honestly tell you is that the food that I made in those
days was pretty bad. [Laughs] so we had...the only way to go was go up and so I
learned very early...well I did learn very early that if you're going to be in
the food business and I think this applies to any business, you know you have to
have a good product. And so I learned very early that we've got to make good
tasting food if we're going to be successful.
>>Dr. Peter G. Mehas: How did it expand because now obviously it's one of the
most successful businesses in the west coast?
>>Fred Ruiz: Well, I think being in the right place at the right time, actually
how we expanded was you know, you know was economically driven, in those days it
was the beginning of the women going into the work force and with that came the
need for convenience food and the demand for frozen food, so that and then also
Mexican food you know very popular, you know the population here in California,
especially in the Valley has always driven you know the...the Mexican food,
people knowing it and liking it and so I think we rode that wave, we're still
riding that wave, so that's how we started and then we started selling to
supermarkets and then started selling to some restaurants and doing some other
things. Had a lot of help.
>>Dr. Peter G. Mehas: Your business is very competitive, people are competing
for your business I would think through the whole food industry, I noticed your
family is involved in the business now, what do you feel that gives you the
competitive edge to have your business year after year get awards as well and
being successful?
>>Fred Ruiz: Well, I think leadership, excellence in everything that we do,
whether it's the way our food tastes, you know the quality of people that work
for us, our packaging, our production, the plant I think it's extremely
important that we do a good job and do the best job that can, we're always
pushing ourselves, you know what...what works today isn't going to work for
tomorrow so we're trying to improve to get better, I think in business you
always have to...I really believe that if you ever sit back and think well, you
know I've finally made it, I think that's probably the time to get out of
business because I don't believe you've ever made it and so it's just you know
you just have to be constantly trying to improve, that's just the way it is.
>>Dr. Peter G. Mehas: A lot of young people look at you and say gee there's a
successful businessman and gee I'd like to emulate you, a successful role model,
what advice would you give to someone just out of Fresno State or just wanting
to go into business, things that you have learned the hard way, any suggestions
that you'd pass on to them?
>>Fred Ruiz: Well, I think if you're going to be a successful business I
think...businessman and I think a success at anything I think you know, one,
it's going to take a lot of hard work, you know that just goes without saying.
And then after that I think it's, you know, living your life and living your
business together in terms of values, I think values are very important, you
know I think how you treat people and actually you know if you have an attitude
that people are...my feeling about people is I believe that people are good and
people want to do a good job and so how do you harness the energy of all these
people and then move forward. That's my philosophy and I think if you can learn
how to get people to work together I think you'd be very successful.
>>Dr. Peter G. Mehas: You've seen a lot of changes in the Valley and we no
longer think of just cities we think of the region, the central California
region and this is an area you're very familiar with, whether it's Visalia or
Fresno, the Modesto area, what changes have you seen since you're born and
raised here, have you noticed in terms of whether it's demographics or how you
do business through the years that you've been in this area.
>>Fred Ruiz: Well, I think you know what's changing, there's a lot of really
interesting dynamics going on in the Valley in all areas, economically speaking,
educationally speaking, the Valley is progressing, I think you know we have a
lot of diversity here in the Valley and I think, I think diversity is good and I
think that's part of what makes America great so if we can take what we have and
make it all viable I think we can do a lot with this Valley. The Valley in terms
of California, you've got southern California, you've got northern California,
the Valley is so different than each one of those areas and what I like about
the Valley is there's a quality of life here you know that people are friendly
here in the Valley, I think they have...values are more important maybe here in
the Valley so there's a lot here that the Valley has to offer and I think we can
improve you know the quality of life, I think we've made a lot of changes in the
Valley and I think we can still have a wonderful place to raise a family and
grow a business.
>>Dr. Peter G. Mehas: From your prospective and I certainly don't expect you to
be a fortune teller but looking down the road what do you see the future of the
central California area and some of the things that we need to be very, very
cautious about or to look towards as we see the future, what are some of the
things that can help us or some of the things if we're not careful can hurt us
from your prospective.
>>Fred Ruiz: Well, I think there's a great need for the communities to
collaborate, you know to combine you know our strengths as individuals because
you know we're competing against Los Angeles and southern California and in
order to compete you know I think we need to work together, you know I think
that’s one of...when I look at Fresno I think one of Fresno's most important
role is one of leadership. You know Fresno is the center of the Valley and I
think the responsibility that Fresno has for being the biggest city is to take a
leadership role in trying to create positive change in the Valley, I think
education is so important and especially for our young children, I think
they...they get ignored a lot and for a lot of different reasons, a lot of the
wrong reasons but I really think we need to take a look at education and take a
look...and start at the very beginning and how can we bring these kids you know
regardless of what race they belong to or what religion they have you know to
make them part of the American way of life.
>>Dr. Peter G. Mehas: Anybody that knows Fred Ruiz knows that family is very,
very important to you, I was moved at the recent Artes Americas, the museum that
you have been so generous to...your family means a lot to you, did that come
about through your closeness of your family growing up and how important family
is as it relates to business?
>>Fred Ruiz: Well, you know my family is very important to me, it will...being
in business, getting involved and a lot of other things takes a lot of time and
usually that time is time that you take away from family so you know I really
you know try to express to my family how important they are to me even though
you know I have maybe, may not have spent as much time with them as I would like
to. I have a very wonderful wife and you know obviously she's very supportive
and we have an agreement where it's kind of up to her to tell me when I've gone
out too far and it's time for me to come back in a little bit because it's very
difficult to say no there’s so many things that are going on out there and
sometimes and most of the time I think I can help but, and...so Mitzi does a
good job of supporting me and yet at the same time telling me you know it's
time...my children are just wonderful, they are beautiful children, I really
admire a lot of qualities that they have so I'm really...my family is very
important to me I...my mom and my dad have been very important to me in growing
up, you know my dad has always worked hard, a businessman but a very honest
business person and a very hard working business person so I've learned a lot
from just watching my dad he's been a wonderful role model to me. My mom also
you know, a working mother, she sold shoes and growing up in Tulare I wasn't
Fred Ruiz, even you know as a business person I'm Rosie’s boy because my mom, my
mother had sold shoes to just about every person in Tulare. Wonderful person,
loves people, very happy person, you know her glass is always half full and so
she has a wonderful outlook on life, I learned a lot from both my parents.
>>Dr. Peter G. Mehas: You truly are a modest and humble human being and so this
question might seem a little awkward to you but the great Notre Dame football
coach once said when the final score is tallied, it's not whether you win or
lose but how you play the game. How do you want people some day when they write
the history of you as a Leon S. Peters 2001 recipient, what would you want them
to say, what would you want them to remember about you as a person...it's a
difficult question I know, we don't reflect upon it too often.
>>Fred Ruiz: Yeah, it is difficult, I guess...I don't know what people are going
to want to say about me, I just...I guess if I could be known for somebody who,
you know, helped people that would be great.
>>Dr. Peter G. Mehas: Well, Fred from what I know about you and your family and
clearly what people are saying now that clearly you do help people, you help the
community and that is why you are the recipient and I know the award in and of
itself doesn't by the accolades mean to you but what it stands for and clearly
you are deserving of that accolade amongst the Earl Smittcamps and the James
Hallowells, people who not only in terms of have been successful business people
but give and continue to give to the community and for that our children and our
future generations will benefit so is there anything I left out that I probably
should have asked you but that...
>>Fred Ruiz: Nothing.
>>Dr. Peter G. Mehas: That we want to record for history and posterity because
in years to come our students can learn a great, great deal about modeling their
lives after the success of you and your parents so congratulations on behalf
again the Fresno Chamber of Commerce and for being the 2001 Leon S. Peters
recipient.
>>Fred Ruiz: Thank you.
>>Dr. Peter G. Mehas: Congratulations.
==== Transcribed by Automatic Sync Technologies ====
>>Dr. Peter G. Mehas: Fred Ruiz, father par excellence, a successful businessman
but we're here to talk about the year 2001 Leon S. Peters recipient and so on
behalf of the Fresno Chamber of Commerce, Fred, we want to congratulate you. But
what did it mean to you, you know you had a very humble beginning and now
clearly you're getting accolades that you so richly deserve, what did it mean to
>>Fred Ruiz to be named the 2001 Leon S. Peters recipient?
>>Fred Ruiz: Well, that's a good question, Pete, I don't even know if it's
really set in yet, it's just...I mean I've been to this function for many, many
years and I've always admired and respected the people that have received the
award and I've always felt it is very obvious you know why they were selected so
on my chart it just never registered that something like this might you know,
might happen to me so I don't know really. I know it's the most prestigious
award in the Central Valley, I do believe that you know to me I...it's more
important than being in the White House and the Rose Garden and receiving an
award by President Reagan and I guess the reason it is, is because--I live here
and these are people who I admire and I respect so to be nominated and to be
picked by people that I care about and I guess people that maybe care about me I
think this is pretty important, so.
>>Dr. Peter G. Mehas: Well, as many people know and those of us who knew Lee
very dearly and closely it stands for not only excellence in terms of success in
business which clearly you are and clearly Lew Eaton, Bob Duncan, Anne Speakes,
all the past, Helen Smades, all the past recipients were successful but they
went way, way beyond success in business and they gave so much back to their
community. Being an educator I'm involved with youth a lot and how do we teach,
how did you learn that culture. You could have said gee, I got my successful
business and I'm going to go spend the time on the golf course. What was it
about you and your family that says there's a community responsibility?
>>Fred Ruiz: It's a good question, yeah I think a lot of it just comes with the
territory, you know as our business grew and became more successful you know
having opportunities to participate in different programs or you know I just
think it's a responsibility that...that comes with having successful ventures
whether you're in education or in business or whatever you know I think it's
important...you know I think it's so easy for us to take from the community but
giving back and leaving something is I think even more important so...it's just
I don't know, I don't really have any answers for you, I just know that if I
didn't do what I could, when I could, I wouldn't feel good about myself.
>>Dr. Peter G. Mehas: Yeah, let's talk about your business, how did you get
started in your business, and why did you choose this location, you're a Valley
boy but what was it that got you going on your business.
>>Fred Ruiz: Well, first of all this is a great location to have a business,
especially our kind of business because you're between two of the biggest
markets in the country. How we started is kind of one of those only in America
type stories. My parents are both immigrants from Mexico, my dad was born in
Mexico, came here very early, my mom was actually born here in Los Angeles and
then sent back to Mexico. But my, you know my parents have always been hard
workers, how we started is my dad, I was finishing up COS and really didn't know
what I was going to do with my life and he said, what are you going to do and I
said I really don't know, I think I'd like to make lots of money and have nice
homes and a car and provide for my family and I also knew I could work hard
because my summer job my senior year I had a job that just almost killed me but
I just stuck it out because it was important to me to know that I could really
do something really hard if I had to and stick it out so I did that but...so how
we started is you know my dad came up with this idea of making frozen enchiladas
and fine I'm 21 years old, I'm still living at home actually and so what we did
was we took my mom's twin chest freezer, took her electric mixer and some of her
utensils and then Dad went to a junk yard and he found an old stove and fixed it
up and we...my dad had a business at that time, we made a...took a small section
and made it into a kitchen and we started making bean and cheese enchiladas and
I was in charge of production, a one man operation. Dad was in charge of sales
and you know what I can honestly tell you is that the food that I made in those
days was pretty bad. [Laughs] so we had...the only way to go was go up and so I
learned very early...well I did learn very early that if you're going to be in
the food business and I think this applies to any business, you know you have to
have a good product. And so I learned very early that we've got to make good
tasting food if we're going to be successful.
>>Dr. Peter G. Mehas: How did it expand because now obviously it's one of the
most successful businesses in the west coast?
>>Fred Ruiz: Well, I think being in the right place at the right time, actually
how we expanded was you know, you know was economically driven, in those days it
was the beginning of the women going into the work force and with that came the
need for convenience food and the demand for frozen food, so that and then also
Mexican food you know very popular, you know the population here in California,
especially in the Valley has always driven you know the...the Mexican food,
people knowing it and liking it and so I think we rode that wave, we're still
riding that wave, so that's how we started and then we started selling to
supermarkets and then started selling to some restaurants and doing some other
things. Had a lot of help.
>>Dr. Peter G. Mehas: Your business is very competitive, people are competing
for your business I would think through the whole food industry, I noticed your
family is involved in the business now, what do you feel that gives you the
competitive edge to have your business year after year get awards as well and
being successful?
>>Fred Ruiz: Well, I think leadership, excellence in everything that we do,
whether it's the way our food tastes, you know the quality of people that work
for us, our packaging, our production, the plant I think it's extremely
important that we do a good job and do the best job that can, we're always
pushing ourselves, you know what...what works today isn't going to work for
tomorrow so we're trying to improve to get better, I think in business you
always have to...I really believe that if you ever sit back and think well, you
know I've finally made it, I think that's probably the time to get out of
business because I don't believe you've ever made it and so it's just you know
you just have to be constantly trying to improve, that's just the way it is.
>>Dr. Peter G. Mehas: A lot of young people look at you and say gee there's a
successful businessman and gee I'd like to emulate you, a successful role model,
what advice would you give to someone just out of Fresno State or just wanting
to go into business, things that you have learned the hard way, any suggestions
that you'd pass on to them?
>>Fred Ruiz: Well, I think if you're going to be a successful business I
think...businessman and I think a success at anything I think you know, one,
it's going to take a lot of hard work, you know that just goes without saying.
And then after that I think it's, you know, living your life and living your
business together in terms of values, I think values are very important, you
know I think how you treat people and actually you know if you have an attitude
that people are...my feeling about people is I believe that people are good and
people want to do a good job and so how do you harness the energy of all these
people and then move forward. That's my philosophy and I think if you can learn
how to get people to work together I think you'd be very successful.
>>Dr. Peter G. Mehas: You've seen a lot of changes in the Valley and we no
longer think of just cities we think of the region, the central California
region and this is an area you're very familiar with, whether it's Visalia or
Fresno, the Modesto area, what changes have you seen since you're born and
raised here, have you noticed in terms of whether it's demographics or how you
do business through the years that you've been in this area.
>>Fred Ruiz: Well, I think you know what's changing, there's a lot of really
interesting dynamics going on in the Valley in all areas, economically speaking,
educationally speaking, the Valley is progressing, I think you know we have a
lot of diversity here in the Valley and I think, I think diversity is good and I
think that's part of what makes America great so if we can take what we have and
make it all viable I think we can do a lot with this Valley. The Valley in terms
of California, you've got southern California, you've got northern California,
the Valley is so different than each one of those areas and what I like about
the Valley is there's a quality of life here you know that people are friendly
here in the Valley, I think they have...values are more important maybe here in
the Valley so there's a lot here that the Valley has to offer and I think we can
improve you know the quality of life, I think we've made a lot of changes in the
Valley and I think we can still have a wonderful place to raise a family and
grow a business.
>>Dr. Peter G. Mehas: From your prospective and I certainly don't expect you to
be a fortune teller but looking down the road what do you see the future of the
central California area and some of the things that we need to be very, very
cautious about or to look towards as we see the future, what are some of the
things that can help us or some of the things if we're not careful can hurt us
from your prospective.
>>Fred Ruiz: Well, I think there's a great need for the communities to
collaborate, you know to combine you know our strengths as individuals because
you know we're competing against Los Angeles and southern California and in
order to compete you know I think we need to work together, you know I think
that’s one of...when I look at Fresno I think one of Fresno's most important
role is one of leadership. You know Fresno is the center of the Valley and I
think the responsibility that Fresno has for being the biggest city is to take a
leadership role in trying to create positive change in the Valley, I think
education is so important and especially for our young children, I think
they...they get ignored a lot and for a lot of different reasons, a lot of the
wrong reasons but I really think we need to take a look at education and take a
look...and start at the very beginning and how can we bring these kids you know
regardless of what race they belong to or what religion they have you know to
make them part of the American way of life.
>>Dr. Peter G. Mehas: Anybody that knows Fred Ruiz knows that family is very,
very important to you, I was moved at the recent Artes Americas, the museum that
you have been so generous to...your family means a lot to you, did that come
about through your closeness of your family growing up and how important family
is as it relates to business?
>>Fred Ruiz: Well, you know my family is very important to me, it will...being
in business, getting involved and a lot of other things takes a lot of time and
usually that time is time that you take away from family so you know I really
you know try to express to my family how important they are to me even though
you know I have maybe, may not have spent as much time with them as I would like
to. I have a very wonderful wife and you know obviously she's very supportive
and we have an agreement where it's kind of up to her to tell me when I've gone
out too far and it's time for me to come back in a little bit because it's very
difficult to say no there’s so many things that are going on out there and
sometimes and most of the time I think I can help but, and...so Mitzi does a
good job of supporting me and yet at the same time telling me you know it's
time...my children are just wonderful, they are beautiful children, I really
admire a lot of qualities that they have so I'm really...my family is very
important to me I...my mom and my dad have been very important to me in growing
up, you know my dad has always worked hard, a businessman but a very honest
business person and a very hard working business person so I've learned a lot
from just watching my dad he's been a wonderful role model to me. My mom also
you know, a working mother, she sold shoes and growing up in Tulare I wasn't
Fred Ruiz, even you know as a business person I'm Rosie’s boy because my mom, my
mother had sold shoes to just about every person in Tulare. Wonderful person,
loves people, very happy person, you know her glass is always half full and so
she has a wonderful outlook on life, I learned a lot from both my parents.
>>Dr. Peter G. Mehas: You truly are a modest and humble human being and so this
question might seem a little awkward to you but the great Notre Dame football
coach once said when the final score is tallied, it's not whether you win or
lose but how you play the game. How do you want people some day when they write
the history of you as a Leon S. Peters 2001 recipient, what would you want them
to say, what would you want them to remember about you as a person...it's a
difficult question I know, we don't reflect upon it too often.
>>Fred Ruiz: Yeah, it is difficult, I guess...I don't know what people are going
to want to say about me, I just...I guess if I could be known for somebody who,
you know, helped people that would be great.
>>Dr. Peter G. Mehas: Well, Fred from what I know about you and your family and
clearly what people are saying now that clearly you do help people, you help the
community and that is why you are the recipient and I know the award in and of
itself doesn't by the accolades mean to you but what it stands for and clearly
you are deserving of that accolade amongst the Earl Smittcamps and the James
Hallowells, people who not only in terms of have been successful business people
but give and continue to give to the community and for that our children and our
future generations will benefit so is there anything I left out that I probably
should have asked you but that...
>>Fred Ruiz: Nothing.
>>Dr. Peter G. Mehas: That we want to record for history and posterity because
in years to come our students can learn a great, great deal about modeling their
lives after the success of you and your parents so congratulations on behalf
again the Fresno Chamber of Commerce and for being the 2001 Leon S. Peters
recipient.
>>Fred Ruiz: Thank you.
>>Dr. Peter G. Mehas: Congratulations.
==== Transcribed by Automatic Sync Technologies ====
but we're here to talk about the year 2001 Leon S. Peters recipient and so on
behalf of the Fresno Chamber of Commerce, Fred, we want to congratulate you. But
what did it mean to you, you know you had a very humble beginning and now
clearly you're getting accolades that you so richly deserve, what did it mean to
>>Fred Ruiz to be named the 2001 Leon S. Peters recipient?
>>Fred Ruiz: Well, that's a good question, Pete, I don't even know if it's
really set in yet, it's just...I mean I've been to this function for many, many
years and I've always admired and respected the people that have received the
award and I've always felt it is very obvious you know why they were selected so
on my chart it just never registered that something like this might you know,
might happen to me so I don't know really. I know it's the most prestigious
award in the Central Valley, I do believe that you know to me I...it's more
important than being in the White House and the Rose Garden and receiving an
award by President Reagan and I guess the reason it is, is because--I live here
and these are people who I admire and I respect so to be nominated and to be
picked by people that I care about and I guess people that maybe care about me I
think this is pretty important, so.
>>Dr. Peter G. Mehas: Well, as many people know and those of us who knew Lee
very dearly and closely it stands for not only excellence in terms of success in
business which clearly you are and clearly Lew Eaton, Bob Duncan, Anne Speakes,
all the past, Helen Smades, all the past recipients were successful but they
went way, way beyond success in business and they gave so much back to their
community. Being an educator I'm involved with youth a lot and how do we teach,
how did you learn that culture. You could have said gee, I got my successful
business and I'm going to go spend the time on the golf course. What was it
about you and your family that says there's a community responsibility?
>>Fred Ruiz: It's a good question, yeah I think a lot of it just comes with the
territory, you know as our business grew and became more successful you know
having opportunities to participate in different programs or you know I just
think it's a responsibility that...that comes with having successful ventures
whether you're in education or in business or whatever you know I think it's
important...you know I think it's so easy for us to take from the community but
giving back and leaving something is I think even more important so...it's just
I don't know, I don't really have any answers for you, I just know that if I
didn't do what I could, when I could, I wouldn't feel good about myself.
>>Dr. Peter G. Mehas: Yeah, let's talk about your business, how did you get
started in your business, and why did you choose this location, you're a Valley
boy but what was it that got you going on your business.
>>Fred Ruiz: Well, first of all this is a great location to have a business,
especially our kind of business because you're between two of the biggest
markets in the country. How we started is kind of one of those only in America
type stories. My parents are both immigrants from Mexico, my dad was born in
Mexico, came here very early, my mom was actually born here in Los Angeles and
then sent back to Mexico. But my, you know my parents have always been hard
workers, how we started is my dad, I was finishing up COS and really didn't know
what I was going to do with my life and he said, what are you going to do and I
said I really don't know, I think I'd like to make lots of money and have nice
homes and a car and provide for my family and I also knew I could work hard
because my summer job my senior year I had a job that just almost killed me but
I just stuck it out because it was important to me to know that I could really
do something really hard if I had to and stick it out so I did that but...so how
we started is you know my dad came up with this idea of making frozen enchiladas
and fine I'm 21 years old, I'm still living at home actually and so what we did
was we took my mom's twin chest freezer, took her electric mixer and some of her
utensils and then Dad went to a junk yard and he found an old stove and fixed it
up and we...my dad had a business at that time, we made a...took a small section
and made it into a kitchen and we started making bean and cheese enchiladas and
I was in charge of production, a one man operation. Dad was in charge of sales
and you know what I can honestly tell you is that the food that I made in those
days was pretty bad. [Laughs] so we had...the only way to go was go up and so I
learned very early...well I did learn very early that if you're going to be in
the food business and I think this applies to any business, you know you have to
have a good product. And so I learned very early that we've got to make good
tasting food if we're going to be successful.
>>Dr. Peter G. Mehas: How did it expand because now obviously it's one of the
most successful businesses in the west coast?
>>Fred Ruiz: Well, I think being in the right place at the right time, actually
how we expanded was you know, you know was economically driven, in those days it
was the beginning of the women going into the work force and with that came the
need for convenience food and the demand for frozen food, so that and then also
Mexican food you know very popular, you know the population here in California,
especially in the Valley has always driven you know the...the Mexican food,
people knowing it and liking it and so I think we rode that wave, we're still
riding that wave, so that's how we started and then we started selling to
supermarkets and then started selling to some restaurants and doing some other
things. Had a lot of help.
>>Dr. Peter G. Mehas: Your business is very competitive, people are competing
for your business I would think through the whole food industry, I noticed your
family is involved in the business now, what do you feel that gives you the
competitive edge to have your business year after year get awards as well and
being successful?
>>Fred Ruiz: Well, I think leadership, excellence in everything that we do,
whether it's the way our food tastes, you know the quality of people that work
for us, our packaging, our production, the plant I think it's extremely
important that we do a good job and do the best job that can, we're always
pushing ourselves, you know what...what works today isn't going to work for
tomorrow so we're trying to improve to get better, I think in business you
always have to...I really believe that if you ever sit back and think well, you
know I've finally made it, I think that's probably the time to get out of
business because I don't believe you've ever made it and so it's just you know
you just have to be constantly trying to improve, that's just the way it is.
>>Dr. Peter G. Mehas: A lot of young people look at you and say gee there's a
successful businessman and gee I'd like to emulate you, a successful role model,
what advice would you give to someone just out of Fresno State or just wanting
to go into business, things that you have learned the hard way, any suggestions
that you'd pass on to them?
>>Fred Ruiz: Well, I think if you're going to be a successful business I
think...businessman and I think a success at anything I think you know, one,
it's going to take a lot of hard work, you know that just goes without saying.
And then after that I think it's, you know, living your life and living your
business together in terms of values, I think values are very important, you
know I think how you treat people and actually you know if you have an attitude
that people are...my feeling about people is I believe that people are good and
people want to do a good job and so how do you harness the energy of all these
people and then move forward. That's my philosophy and I think if you can learn
how to get people to work together I think you'd be very successful.
>>Dr. Peter G. Mehas: You've seen a lot of changes in the Valley and we no
longer think of just cities we think of the region, the central California
region and this is an area you're very familiar with, whether it's Visalia or
Fresno, the Modesto area, what changes have you seen since you're born and
raised here, have you noticed in terms of whether it's demographics or how you
do business through the years that you've been in this area.
>>Fred Ruiz: Well, I think you know what's changing, there's a lot of really
interesting dynamics going on in the Valley in all areas, economically speaking,
educationally speaking, the Valley is progressing, I think you know we have a
lot of diversity here in the Valley and I think, I think diversity is good and I
think that's part of what makes America great so if we can take what we have and
make it all viable I think we can do a lot with this Valley. The Valley in terms
of California, you've got southern California, you've got northern California,
the Valley is so different than each one of those areas and what I like about
the Valley is there's a quality of life here you know that people are friendly
here in the Valley, I think they have...values are more important maybe here in
the Valley so there's a lot here that the Valley has to offer and I think we can
improve you know the quality of life, I think we've made a lot of changes in the
Valley and I think we can still have a wonderful place to raise a family and
grow a business.
>>Dr. Peter G. Mehas: From your prospective and I certainly don't expect you to
be a fortune teller but looking down the road what do you see the future of the
central California area and some of the things that we need to be very, very
cautious about or to look towards as we see the future, what are some of the
things that can help us or some of the things if we're not careful can hurt us
from your prospective.
>>Fred Ruiz: Well, I think there's a great need for the communities to
collaborate, you know to combine you know our strengths as individuals because
you know we're competing against Los Angeles and southern California and in
order to compete you know I think we need to work together, you know I think
that’s one of...when I look at Fresno I think one of Fresno's most important
role is one of leadership. You know Fresno is the center of the Valley and I
think the responsibility that Fresno has for being the biggest city is to take a
leadership role in trying to create positive change in the Valley, I think
education is so important and especially for our young children, I think
they...they get ignored a lot and for a lot of different reasons, a lot of the
wrong reasons but I really think we need to take a look at education and take a
look...and start at the very beginning and how can we bring these kids you know
regardless of what race they belong to or what religion they have you know to
make them part of the American way of life.
>>Dr. Peter G. Mehas: Anybody that knows Fred Ruiz knows that family is very,
very important to you, I was moved at the recent Artes Americas, the museum that
you have been so generous to...your family means a lot to you, did that come
about through your closeness of your family growing up and how important family
is as it relates to business?
>>Fred Ruiz: Well, you know my family is very important to me, it will...being
in business, getting involved and a lot of other things takes a lot of time and
usually that time is time that you take away from family so you know I really
you know try to express to my family how important they are to me even though
you know I have maybe, may not have spent as much time with them as I would like
to. I have a very wonderful wife and you know obviously she's very supportive
and we have an agreement where it's kind of up to her to tell me when I've gone
out too far and it's time for me to come back in a little bit because it's very
difficult to say no there’s so many things that are going on out there and
sometimes and most of the time I think I can help but, and...so Mitzi does a
good job of supporting me and yet at the same time telling me you know it's
time...my children are just wonderful, they are beautiful children, I really
admire a lot of qualities that they have so I'm really...my family is very
important to me I...my mom and my dad have been very important to me in growing
up, you know my dad has always worked hard, a businessman but a very honest
business person and a very hard working business person so I've learned a lot
from just watching my dad he's been a wonderful role model to me. My mom also
you know, a working mother, she sold shoes and growing up in Tulare I wasn't
Fred Ruiz, even you know as a business person I'm Rosie’s boy because my mom, my
mother had sold shoes to just about every person in Tulare. Wonderful person,
loves people, very happy person, you know her glass is always half full and so
she has a wonderful outlook on life, I learned a lot from both my parents.
>>Dr. Peter G. Mehas: You truly are a modest and humble human being and so this
question might seem a little awkward to you but the great Notre Dame football
coach once said when the final score is tallied, it's not whether you win or
lose but how you play the game. How do you want people some day when they write
the history of you as a Leon S. Peters 2001 recipient, what would you want them
to say, what would you want them to remember about you as a person...it's a
difficult question I know, we don't reflect upon it too often.
>>Fred Ruiz: Yeah, it is difficult, I guess...I don't know what people are going
to want to say about me, I just...I guess if I could be known for somebody who,
you know, helped people that would be great.
>>Dr. Peter G. Mehas: Well, Fred from what I know about you and your family and
clearly what people are saying now that clearly you do help people, you help the
community and that is why you are the recipient and I know the award in and of
itself doesn't by the accolades mean to you but what it stands for and clearly
you are deserving of that accolade amongst the Earl Smittcamps and the James
Hallowells, people who not only in terms of have been successful business people
but give and continue to give to the community and for that our children and our
future generations will benefit so is there anything I left out that I probably
should have asked you but that...
>>Fred Ruiz: Nothing.
>>Dr. Peter G. Mehas: That we want to record for history and posterity because
in years to come our students can learn a great, great deal about modeling their
lives after the success of you and your parents so congratulations on behalf
again the Fresno Chamber of Commerce and for being the 2001 Leon S. Peters
recipient.
>>Fred Ruiz: Thank you.
>>Dr. Peter G. Mehas: Congratulations.
==== Transcribed by Automatic Sync Technologies ====