Blue Bell is an American tradition, and for their former CEO/ Ricky Dickson, it’s one that he’s proud to have been a part of even when the brand’s future looked uncertain. Dickson, who is clear about his love for God and being a Christian, wants people to know that he loves ice cream but that he loves God more.
In his new book, One Scoop at a Time, Dickson details what it was like to lead the iconic American brand and his spiritual testimony of how God moved in his life.
“When discerning God’s direction in my life on when to step away from Blue Bell, thoughts came into my mind on what a fun story it would be to tell how God used me through the journey.” For Dickson, that journey started with attending Baylor University, where he followed his high school sweetheart, thinking it would be his wife, which didn’t happen.
Still, his time at Baylor would lead him to be a part of the Blue Bell company from 1981 to 2024. For forty-three years, Dickson would call his time at Blue Bell all about people over profit and even ice cream, which he prescribes as an ice cream lover.
“I look past the ice cream, and I gravitate to the people, the people that I worked with collectively, and the investment of their lives into the product was not the result—making a product that would also have, in turn, a beautiful effect on people’s lives. I don’t mean to cut anybody down, but usually, people don’t fall in love with green beans or toothpaste, but for some reason, people fall in love with ice cream. The mantra I’ve used is our job is to meet the expectation that drives the passion consistently, the commitment must come from the top.”
Taking ownership is something that Dickson seems to be comfortable with as a leader, even when Blue Bell went through its uncertain season. Before Dickson became CEO, Blue Bell was taken off the shelves due to a listeria issue that would result in criminal charges being brought up on the company’s former leaders.
However, Dickson seemed to know that he had a mission that needed to be accomplished to get the ice cream back on the shelves. Dickson remembers returning to the company’s core beliefs and foundation and starting from where they came from. He also knew that to get customers to trust them again; the company had to live up to the brand that customers were loyal to.
“Profits are great, but the loyalty of those waiting to get Blue Bell back into the market and to get Blue Bell back into their homes and freezers was the focal point and the right thing to do. There were two things that I focused on: go humble, keep your head down, and pray hard. I mean, that’s all that you can do, and if we run out of money, then we run out, but at least we did those two things.”
Dickson knew that the journey back would be difficult for the company, but he also knew that God was calling him to the task.
“I tried to embrace the long journey and not the short one. I wanted to look back fifty years from now, if God willing, and I’m still here, and remember that we took one step at a time and to not just try to be big for the sake of being big; let’s do the right things for the right reasons, and the two will work together, especially if God ordains it. If you put your best foot forward and do the right things, then God will bless that.”
For Dickson and Blue Bell, things did work out, and Blue Bell is now back on grocery store shelves, and Americans are enjoying the iconic brand flavors, but for Dickson, it’s all about God’s power in how he sustained him through his journey with Blue Bell and his trust in God.
“I couldn’t have written this story that I’ve been a part of; it really did help me truly believe that, if this is what God wanted me to do, I need to make sure that I really hone in on daily what he wants me to do.”
For Dickson, knowing that God wanted him to trust Him and that he was on the right path to leading Blue Bell when he was there was worth the journey.
Photo Credit: ©Facebook/Ricky Dickson
MAINA MWAURA is a freelance writer and journalist who has interviewed over 800 influential leaders, including two US Presidents, three Vice-Presidents, and a variety of others. Maina, is also the author of the Influential Mentor, How the life and legacy of Howard Hendricks Equipped and Inspired a Generation of Leaders. Maina and his family reside in the Kennesaw, Georgia area.