Join us for a special Family Business Spotlight featuring Howdy Holmes of Chelsea Milling Company, the iconic maker of “JIFFY” Mix.
This session will take you inside one of America’s most recognizable family businesses, one rooted in quality, value, and innovation for over a century. From its origins as a steam-powered flour mill in the 1800s to becoming the market leader in retail baking mixes, the story of “JIFFY” is one of resilience, reinvention, and long-term thinking.
Howdy’s journey is anything but typical. After starting in the business as a teenager, working his way up and learning the company from the ground floor, he stepped away to pursue a dream: becoming a professional race car driver. Over two decades in motorsports, he competed in the Indianapolis 500, earned Rookie of the Year honors, and built a successful career in racing, media, and marketing before returning to the family business in 1987.
What followed was a transformational chapter. Howdy helped modernize and professionalize a then 100-year-old company by introducing systems, investing in people, and building a culture centered on continuous improvement while staying true to the company’s core values. As he puts it, “everything was subject to change, except the culture.”
Today, “JIFFY” Mix remains a household staple, known for delivering high quality products at an exceptional value, without traditional advertising, while continuing to evolve for the next generation.
Join moderator Kelly Borth, CEO of GREENCREST, for an open and honest conversation as we explore:
-
What it means to grow up in a family business, step away from it and then return
-
Lessons from racing that translated into leadership and operational excellence
-
How to modernize a legacy company without losing its identity
-
The realities of generational succession: the good, the bad, and the lessons learned
-
Why culture, curiosity, and long-term thinking are critical to sustained success
Expect a dynamic, story-driven discussion filled with insight, humor, and practical takeaways for family business leaders at every stage.
