How Alabama’s Only Billionaire "Yella Fella" Jimmy Rane Saved His Hometown | Forbes
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- เผยแพร่เมื่อ 24 ก.ค. 2024
- "You know what that means?” Jimmy Rane, the 76-year-old founder and CEO of Great Southern Wood Preserving, a lumber treating outfit, asks with a chuckle, picking up an axe in his Abbeville, Alabama, office and pointing at the letters GATA inscribed down its handle. “It means ‘get after their ass.’ And you’ll see that motto in every Great Southern building.”
The mantra was originally intended to fire up Georgia Southern University football fans back in the 1980s. Rane’s co-opting of the phrase is just one way the lifelong Alabama resident has tried to marry the public’s perception of his business to the South’s second-most-popular religion: college football.
From the mid-1980s through the ’90s, he sponsored several NCAA teams and hired nearly 20 college football coaches as pitchmen, including Florida State’s Bobby Bowden (d. 2021) and Auburn’s Tommy Tuberville. He even put two coaches on his company’s board: Auburn’s Pat Dye (d. 2020) and Alabama’s Gene Stallings. Rane has a 1989 Southeastern Conference Championship ring of his own, thanks to his role as financial booster-and later a trustee-of Auburn, his alma mater.
The marketing blitz doesn’t stop with NCAA Division I football. Rane also has an alter ego: The “Yella Fella,” a crime-fighting cowboy he portrayed in TV commercials throughout the South from 2004 to 2012. Each ad was structured as an “episode” during the last four “seasons,” complete with a cliffhanger, keeping viewers hooked. (The Yella Fella has since been replaced in ads by a team of clever beavers.)
0:00 Origins Of A Billion Dollar Lumber Business
03:05 Becoming A Brand Through Football
04:58 Becoming The "Yella Fella"
06:59 Humble Roots In Abbeville, Alabama
09:01 Empowering A Devastated Community
12:02 The Importance Of Philanthropy For Regional Youth
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This country needs more business owners like Jimmy. Building solid businesses, paying people well and investing in the future of its children. Well done sir.
lots of rich people does charity, but they dont come out and advertise, if you advertise people say you are bragging or showing off your wealth...
@@trilingualkid i see hidden motives in charity from billionaires who care too much about profit. These are the people paying min wage as avg pay to employees and donating to a college for a library in their name. This guy is rebuilding his whole town for the sake of nostalgia and avg pay for his people is $22. Very rare
@@nunyobiznes your right businesses that makes way more than his
the us does not need more billionaires
The chozenites destroyed this country
I have worked for Mr. Jimmy for nine years and you could not work for a finer person. He gives back to his employees and his community. #GATA
good man
Congrats - I could tell by his demeanor right away that he was a gentleman
I have a huge respect for persons like Jimmy Rane - wealthy and influential, still humble and human to others! Wish him all the best!
There is almost no way to become a billionaire legally or morally, you HAVE to step on toes and do amoral things in most situations.
@@startledmilk6670 What absolute garbage. You clearly did not understand the life story told in the video (if you even watched it). He took risks, had good fortune from unexpected things, but was trading in a business of societal significance and massive volume requirements - wood. Needed for housing, agriculture, industry, and most importantly can not be counterfeited, digitised or be put on the internet to undercut ala retail. Making a billion dollars would not be difficult in a nation of wooden homes, thousands of which that get destroyed by extreme weather events every year.
@@legionnairegonk4425 yeah and the timber industry accounts for millions of acres of forests being destroyed each year. Destroying ecosystems, killing animals, altering OUR environment, adding to climate change, etc.
@@startledmilk6670 you said it. “Almost”. There are still some billionaires out there that are genuinely good people. Who knows if this video really paints the true picture, but from this video you really can’t say anything bad about this man.
@@Nman22222 he’s in the timber industry, it’s destructive in its nature and has destroyed many forests not only in the country, but the world. If he was a good man, he’d look for alternatives to timber.
What a genuine and humble guy. Mad respect for people like this
I work for Mr Jimmy and Great Southern is my extended family. Yes its a successful company but it's because of us caring about each other and Mr Jimmy treating us like family.
My dad currently works at yellawood I’ve met Mr Jimmy and he has such a good heart hope he grows the company EVEN MORE.
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When you get choked up by the thought of helping someone you don’t even know, that’s the sign of a good soul. Thank you Sir,
What if you get a quiver lip instead
There are so many cities and towns in America that could use the vision, hard work and love from people like Jimmy Rane. This is the kind of real, old fashioned Americanism I truly admire!
I had the privilege to meet him personally and work with him and his daugther in an effort to improve his home airport and to bring more business into Abbeville. Rural airports in Alabama are a gateway to greater economic opportunity for local communities.
We used to keep his Citation Jet in our Hanger in Dothan Al. He used to fly all the SEC head coaches in for his Dads Bday. Got to meet Gene Stallings, Tuberville and Pat Dye all in the same night. Pretty cool.
Great story. Love what he did to revitalize downtown putting his own offices into the small buildings. True success story.
These are the business people who should get tax breaks not no douche bag bill gates.
Passion in his voice, love of humanity in his heart. The world is blessed for his being. Thanks for sharing this story.
I don't know him personally but i sure have a lot of respect for him. He has provided scholarships for both my granddaughters.
What a great example of a businessman who cares for people on that level. Inspiring!
This was very informative. I have several cousins who work as truck drivers for Mr. Jimmy and they speak very highly of him. Jermaine and Willie Daffin have great respect and admire him. He spoke at my daughter's college graduation from Wallace Community College, and I feel that he is a good fella. Keep up the good work you are doing for your family and community.
If you noticed, Jimmy never talked about how much money he had. He talked about how many jobs were created. He talked about the affect things had on the community. You can tell a good man from mile away. Jimmy Rane is a good man and will leave a legacy long after he's gone.
Jimmy is the personification of old south . Southern pride and southern values aren’t myths . They are alive and well in people like Jimmy and his employees. Great admiration and respect for this man and what he has accomplished. Much respect for him staying true to the values that were instilled in him by his father and staying true to the south and her people ! God bless Dixie !
I was in complete agreement with you until you added “God bless Dixie!”
What an inspiration. He really never gave up. And is proud of who he has become.
i grew up with Mr. Jimmy being one of my friend's Dad. He has ALWAYS been just an all around great guy. He was one of the people you meet when you are younger and more impressionable that you just KNOW is different than other people.....
What a kind man and true born leader. I pray his efforts to help others and build up his community are always blessed. He restores my hope in humanity 💗
Amen.
What a beautiful American Dream success story! I hope Mr. Lawson Curry and or his descendants are thriving as well! 🇺🇸👏🏾🇺🇸
That part
This man is a pillar of his town, state and beyond. Cheers Jimmy. 🇨🇦
Wow. I can remember seeing yellow commercials with Mr Jimmy and Coach Spurrier 🐊. I’m so glad you shared this story. Leave it to a home grown Southern boy to save a town and do so much for so many other people. God bless you sir. I hope I get to meet you someday. I wish you would run for President 🇺🇸. ❤. C
Why do y'all southerners have to jump to politics on a dime? Let the man do what he loves!
Jimmy Rane has been a kind benefactor to Marion Military Institute. He has made such a positive impact in so many lives. Thank you Mr Rane, Marion Made and War Eagle!
Are you an officer ?? 🤔😂😂
@@Gabeking88 🤣
I am in a business development group composed of new business owners and I have shared this video with them. Well Done Sir.
Great success story. His community is very fortunate to have him.
This man is the image of what America should be! My hat is off to this amazing guy for not f'ing people and communities over fore a few extra bucks. 🙂
Jimmy Rane, God Bless you sir. You may never read this but for everyone that does read this message, this is what an American Hero looks like. Heck Jimmy, your entire family were heros. Thank you and Thank you to the family of Lawson Curry. God Bless you all!!!
Great story for a great man! I knew of him and his wealth being the rixhest man in all of Alabama. I'm so proud to see he remained humble and down to earth and dedicated his life to helping others less fortunate. We need more people like him to step up and do some good with their wealth to help others in need! Thumbs up to the " YELLA FELLA".
Yellawood is a fine product and Jimmy the yella fella is a great man. Us alabama residents are thankful for all he does for the community.
I want to go to this town. What a great man and wonderful story of keeping people employed . I love success stories and helping others ❤
This country needs more people like Jimmy. God Bless him and keep it up please!
The Lord has really blessed the work of this man's hands. What a wonderful person he is.❤️
He did the work... The lord isnt real
@@bennytdi hey Benny I'm sure you're an accomplished well rounded individual because you sound like it but if the father of science himself believed in God then you better be smarter than Al.
And humans aren't smarter than ai.humans only have upper hand in emotional intelligence
@@tripmcneely6519every famous scientist has believed plenty of things that aren’t true, so as a piece of logic that doesn’t work at all.
Glory be to God
Grown up in south Alabama all my life I remember the commercials, and every time my dad would do a project it would be with lumber with yellawood stapled on the end of every single board. It’s cool to see this documentary I’ve been through Abbeville and seen the lumber yard every time I go through. Good for you jimmy, awesome story!
Great Story and advice ⭐️⭐️⭐️⭐️⭐️👍🏽👍🏽 hear his words, but see his heart. Amazing guy. God Bless him, his family, business and employees👏🏽
If this guy were in Britain, he'd be known as Sir Jimmy Rane. What a caring guy
What an amazing human being. This is the kind of man who is so humble and who knows the worth of every penny. I be he has so many great stories to tell.
Very good video and great guy for doing this for a small town in Alabama this country needs more like him! Beautiful town!
Abbeville is a neat little town to visit. We were in Eufaula tending to some family business, and took the short drive to Huggin’ Molly’s. Great food and service and so much fun to walk around and see the restored buildings.
Jimmy your kindness and resiliance are inspirational. Thank you Forbes for this. God bless Jimmy Yella Fella
Wow...
What a genuine, honest, committed, brilliant and beautiful fella..
Makes me proud to from Alabama... We need many more like'em..
What a great story. A generous and kind human beings. A lot of rich egocentrics could certainly use this lesson of empathy and kindness.
Cant help but like the guy hearing the story. Had me tearing up at the end. Loved it
Though I was born, raised & still live in Texas, I have a great love for the state of Alabama. Spending good amount of my summers there at my grandparent's place, outside the city of Jackson. Approaching 70, I still spend 4 or 5 weeks a year there, health allowing. I love this story & wished there was a Jimmy Rane in Jackson that could do what he did for his hometown.
So excited to hear this story! I never have heard any of this, but I have always said that Yellawood is the highest quality lumber for construction!
I remember his commercials growing up in Georgia. Great marketer
Outstanding piece! Thanks for sharing this story.
Great inspiration and story! We need more people like Jimmy!
wow what a great man! Congratulations on all your hard work!! thank you for giving back... God bless you, your family and business
May god bless and protect this man! A true good human being who is improving things and staying real to his community.
WHAT AN AMAZING STORY... AND GREAT MAN, GOD BLESS HIM, HE SAVED A ENTIRE COMMUNITY
Never heard of this man, I am 65, and what a wonderful human being in every sense of the word. Great channel mate, stay safe.
great coverage forbes!
A great man. Cherishing his community, history and local people. Well done sir 👍.
Yella Wood is our go to wood because you definitely get what you pay for - an excellent product. Thank you sir for still producing a quality American product.
God Bless you Jimmy. For caring about your town, your employees and those less fortunate. You are a positive role model for other business owners. Thanks for making a true difference!
Jimmy Rane (Marion Military Institute '64) will tell you he didn't build his lumber business by being timid! Another #MarionMade success story. Kudos to him for revitalizing his hometown of Abbeville, AL, and for awarding 500+ college scholarships to deserving students through his foundation.
Outstanding Man, true grit, and a true humanitarian!
I appreciate his comments about NAFTA. I remember being a teenager and both Democrats and Republicans were pumping up NAFTA as something our country must sign and be a part of. Even Rush Limbaugh would agree with Bill Clinton. And they treated the man that was most vocal against NAFTA as a lunatic...H. Ross Perot. I didn't know what to think of NAFTA, but it just didn't make sense to me that it would be a good thing. But then again, Perot was the only person (of any political importance) against it.
My hometown was struggling before NAFTA, but once NAFTA was signed it had zero chance of ever recovering. That's why I greatly appreciate what Mr. Rane has done for Abbeville. If only we had more billionaires like him.
imagine how great this country could be if we had elected Perot and avoided 20 years of the clinton/bush dynasty. No waco, OKC, 911, afghan/iraq war....
Not only is Jimmy doing the town good and everyone that lives close to it. They now are stronger and can help many others. It's a snowball effect. Thanks Jimmy.
What a Genuine good bloke! Hope he accomplishes more! Absolutely brilliant
Wonder how Lawson is doing nowadays
Love true life stories like this. Thank you.
Salt of the earth folk, right here.
What a great and uplifting story. More of these, please!
What a good man! There are so few good men left today. Just wanted to say thank you to Jimmy!!😊
What a great story and an awesome guy!!
Great story….i love transparent stories like this especially when they include everyone that started with them from the bottom!#DayOnes
Listening to this fellow talk, I think about how my great great grandfather had a textile company in Tulsa, Oklahoma around the same time..from the pictures and records it was a great place..they employed over 75 local men. Unfortunately due to hateful folks, it was burned down along with several other business.. I often wonder how much generational wealth could have been passed along, like so many of this fella friends has been able to do..🤦🏼♂️🤦🏽♂️
Love what you have done, you have my respect, love your town hope to see it one day.
Used to pass this way heading to Fort Rucker from Phenix City 👍🏼
Awesome video post!!! Very inspiring.
A great guy with a deep love for business, people and country..a true inspiration
Awesome story…and life! Thank you Mr. Rane for being this kind of man! One other thing …Go Dawgs!
Wholesome.
He multiplied the love he got in his childhood town.
Good relationships in the town made it work, not just one man.
People like Jimmy represent the best of America: rise through diligence and giving back to their community
This is the quality of a person the US needs in Government - as a leader
This is a real real small town. Feel good story ! THAT is all about wonderful GENEROUS local businessman, who really really cares about students who want to graduate from college and do well in society!!
What a good guy. This is what built this country. It brings tears to my eyes.
I remember the Yella wood commercials from my childhood. Obiviously great advertising to get a kid interested and to remember.
Interesting how they grazed right over the fact that NAFTA squelched the town's growth in the 1990s.
Rebuilt our deck a few years ago. We used Yella Wood and it is beautiful.
I loved this story. Thank you. ❤
There is a man in my town like this- not a billionaire but owns many businesses in the area and he is one of the nicest most humble individuals you will ever meet. He’s helped myself and many others in his years!
What a kind soul, lot of respect
Jimmy has a good heart and very relatable. I’m sure that has contributed to a lot of his well deserved success.
He was brought to tears remembering the girl who dropped from college, you could see it in his eyes
Very moving story and lovely man!
Great video! Very inspirational
Well, I grew up there in Abbeville, know personally everything Jimmy stated and can say it's all true. The only thing that town needs rebuilt is the D&D's donut shop. Any one from that area would appreciate this comment and know what I am talking about.
Congratulations Jimmy, not surprised you are so successful because you care about people !greetings from Ireland!
Touching story. Charming town 💕
All I could think of was “ THE DUKE “ ……this man and the Duke are both special special human beings ! Gems of humanity .😢
Great story!! Success comes in different forms and you don’t even realize it when it is happening. Just be passionate, work hard. It will happen!
Wonder what happened to Employee #1 Lawson Curry...is he alive still?
That’s the true inspirational person genuine and humble ❤
A man who loves his people, his town and his work..... Well done !
Huge Bama fan here (although he is a big Auburn booster lol) I will say he seems like a very genuine human being! We need more people like Jimmy!
Love this. Continued blessings to Mr Jimmy.
We need more journalism on feel good stories like these!