I found a stash of old CDs yesterday — mostly time capsules from past work lives and far more creative days, given that they predated the birth of my three children and social media, among other milestones and competing distractions. There in a folder on one was this forgotten little ditty, inconspicuously labeled as “Essay_Final.doc” and date-stamped March 5, 2004:
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As a communicator for three Texas A&M University colleges, I’ve had the opportunity to interview hundreds of former students for gift-related publicity purposes. It’s a process that never gets old.
When I made the telephone call last spring to set up a photo shoot with Blue Bell Creameries’ Edward and Howard Kruse, I knew I was in for a special treat — and not just the free ice cream sample kind.
We arrived in Brenham on a cold, blustery morning, blown in by winter’s last gasp raging through a countryside already wrapped in a gloriously beautiful (if not warm) coat of bluebonnets. As we stepped into the House that Blue Bell Built, I immediately felt at home, from the building’s hardwood floors to its cheerful receptionist, who directed us to the main conference room for the shoot.
As we discussed placements and camera angles, a tall well-dressed man entered the room only seconds behind his smile. “Ed Kruse,” he said, taking my hand and noting the Aggie ring. “My brother, Howard, will be down soon. He’s tied up on the phone, and besides, he’s always late.”
While we waited, Ed gave us an overview of the company — a conversation that soon shifted to Texas A&M and the brothers’ student days. As Ed talked, we imagined what it must have been like to hitchhike to attend a university then only 10,000 students strong — all male and all proud members of the Corps of Cadets. And although Ed recalled that he and Howard had their share of fun, he assured us they both knew why they were there: to get their educations.
It’s a philosophy they’ve continued to live by. Both brothers firmly believe education is the solution to most problems. As strong advocates of Texas A&M’s undergraduate studies programs, they have funded endowments to benefit both students and faculty. Just as valuably, they give of their time, speaking to groups and volunteering as leaders for Texas A&M’s One Spirit One Vision Campaign.
In true president/chief executive officer fashion, Howard’s arrival marked the end of story time and a return to the business at hand. I thanked Ed for including us in his reverie, then helped the photographer position the brothers for their 15 minutes of fame.
As we did so, the photographer told them it would help if he could refer to them by heights — to which Ed replied, “Yeah, Howard’s used to me being the big brother. He followed me everywhere, even to A&M.”
It was the closest Howard came to an unforced smile the entire shoot.
After packing up our equipment, we headed to the gift shop for our samples. I don’t know if it was the novelty wooden spoons or the events I had just witnessed that made me think back to the simpler days of my own childhood when there was nothing I enjoyed more than the taste of ice cream — unless it was razzing one of my own siblings.
I guess some treats in life are universal after all.
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For those who are visual learners, here’s a partial scan of the resulting ad that ran in the Summer 2003 issue of Lifescapes magazine:
My kids can attest to the fact that I’m a sucker for a good jingle. One that used to run on local radio stations proudly and melodiously proclaimed that “Blue Bell tastes just like the good old days.” Nice to experience an unexpectedly refreshing taste of mine and the reminder that I was a fan of first-person prose long before launching this blog.
Oh, and last but definitely not least, RIP, Ed Kruse. I’m certain Heaven’s a much sweeter place with you in residence.