The most important risk Dru Avery took in his professional journey was leaving the comfort of the oil and gas space. He spent 10 years pouring himself into the industry, but he knew he was not fulfilled and needed to take an entrepreneurial risk and help build something of significance.
That’s why in 2019, he started seeking opportunities that would take Avery and his family back to the western slope of Colorado. What resulted was Avery’s acquisition of Innermountain Distributing Company.
“While most of my experience was outside the wholesale distribution sector, many skills from my financial background lent themselves well to a business with so many moving pieces,” said Avery. “Most of the seasoned management team stayed with the company throughout the transition and were excited by the opportunity for continued growth and for Innermountain to remain locally owned.”
Innermountain Distributing Company provides top-tier wholesale non-alcoholic beverage and snack food distribution service to the western slope of Colorado. The firm’s CPG portfolio consists of products that enhance and elevate the Colorado experience for everyone.
Under Avery’s leadership, the company achieved a Tier 1 Pay for Performance Award from the top supplier – Red Bull North America. Tier 1 status reflects the 75th percentile for 20+ other distributors in the region executing goals for volume, maintaining distribution, generating new distribution, customer service measurables and generating organic growth opportunities within a market. This is also reflected in the revenue growth that reached $27.9 million in 2023.
“We are the little guy now and always have been, but that status in the market – competing with Coca Cola, Pepsi or large beer distributors – allows us to win on customer service, reliability and the willingness to work toward creative solutions for our customers and suppliers,” said Avery.
During this time as president and CFO, Avery has implemented multiple improvements that have resulted in significant year-over-year growth. “He’s modernizing a stale industry and creatively and effectively building a team that is poised for considerable growth,” said his colleagues. “What sets Dru apart is his hands-on approach, diving into the intricacies of management and investing in top-tier talent.”
Being hands-on and calming is a crucial part of being a leader, said Avery. “I think my superpower is an ability to bring levity, humor and a sense of calm to challenging or chaotic situations while also helping the organization to arrive at the best solution for the problem,” he said. “While this is not always possible, I believe it is important as a leader to help our teams and organizations keep everything in perspective.”
