The Roberts Group

Jump In, the Water’s Fine

They can’t taste it or smell it, but Terry and Nina Roberts certainly know the feel of success, and it’s wet!

The Roberts Group, doing business as Crystal Mountain Natural Spring Water, was started in 1996 as a 5-gallon natural spring water company with one full-time employee working out of a makeshift home office, one small van and no existing customers.  Just prior, the company Terry had been working for, the Miller Brewing Company – the same company that had transferred the family from Houston, Texas to Huntsville – wanted him to take a transfer to either upstate New York or New Orleans.  “We had two small children and Nina had recently resigned from her job as a petroleum analyst in the oil and gas business.  We really liked Huntsville and didn’t want to leave,” said Terry.

“So, I came home and said, ‘Guess what, we’re going into the water business,'” recounted Terry.  His reasoning was prompted by relatively flat sales for beer, wine and soft drinks.

“I thought, ‘oh, no,'” admits Nina, who was skeptical of the plan to take all of their retirements savings and invest in water.  “But Terry, he’s the optimist, and I guess that’s what keeps us balanced,” she added with a grin.  “She’s my anchor,” Terry laughed.

In the beginning, Terry went door-to-door in search of customers while Nina worked out of the home office, answering telephone inquiries and setting up book-keeping.  Those days are long gone.  Today, in addition to the Huntsville operation, they have distributorships in Knoxville, Tennessee and Birmingham.  About 85 percent of their business is commercial –  including customers on Redstone Arsenal – and the rest is residential.  “We’ve had double-digit growth every year since we’ve been in business,” said Nina.

And there doesn’t appear to be a slow down in sight.  The company, which outgrew its first warehouse and office space, bought ten acres in Progress Center and built facilities in the complex which is close to Cummings Research Park.  “Now, we’re about to grow out of this,” said Nina.  Terry noted that they are looking to move “across the street” and are working with Triad Properties.

The Roberts are also very complimentary of Ty Samples of Samples Properties, another commercial realtor who has helped them grow their business.  “That’s what, to us, is so nice about Huntsville,” said Terry.  “People really bring you in, and other business network with you.  The Samples family has been here for generations and it was really neat the way he made us feel accepted.”

Doing your homework is also helpful.  “When we first started in the business, a friend of ours who sold us our coolers did a lot of research and said he found if bottled water has a name including the  words crystal, mountain and spring – those three words – people will be more likely to purchase.  So, Crystal Mountain Natural Spring Water became our name,” said Terry.

Apparently the Roberts are excellent listeners in other ways.  They are very active in community events.  “We must get 25 requests a week for donating water,” said Nina.  “We do specials for schools, for cheerleading programs, for wrestling, you name it.”  Another of their community outreach initiatives, the Roberts supply water to the Huntsville/Madison County Convention and Visitors Bureau.  “When visitors come into Huntsville they get those welcome packets and a bottle of water with the Huntsville logo on it.  We don’t charge – we just do it.  We feel like it’s giving back to the community.”  It also happens to be a great way to increase their community and business network.

Those private label bottles are integral to the explosive growth of Crystal Mountain Natural Spring Water.  For more than five years, the Roberts have addressed requests from a wide variety of organizations.  From the Von Braun Center and Big Spring Jam to water bottles emblazoned with university names and mascots, (The Roberts Group is an official water bottler for both the University of Alabama and Auburn University), the Roberts have an expanding list of customers for this niche market.

Helpful, too, is the attention sugary soft drinks have gotten as a cause of childhood obesity.  “The state of Alabama has decided we need to watch our children’s diets,” remarked Nina.  “I’m on the Huntsville City PTA board and we have had a lot of discussions about dietary needs.”

Nina and Terry Roberts noted that the quality products, along with a high level of service provided by friendly, courteous, efficient and well-trained employees, are their company’s strengths.  “I’d say service is the biggest thing.  And that’s what we tried to teach our kids – to learn a good work ethic and that service is so very important,” concurred Nina and Terry.  The Roberts have been awarded dozens of recognitions from leading water industry organizations for quality and creativity.

In addition to private label bottles, the Roberts have expanded the business by including coffee service – Crystal Mountain Coffee.  They have also worked with area businessmen who ship their water and other products to China.

“It’s a lot of fun,” confirmed Terry, “and what a great community we live in.   The quality of living here is just unbelievable.”

With sunny skies in the forecast for The Roberts Group, you might wonder why Terry and Nina applaud a dark cloud or two.  “We worry when it doesn’t rain.”