US catfish industry legend dies

William “Bill” Dauler, a legendary figure in the U.S. catfish industry, passed away in his sleep on Saturday, 22 June, according to a statement from his company, Country Select. He was 75.

Dauler was a fixture in the industry, beginning his career in 1978 in Isola, Miss., at what was then called ConAgra’s Country Skillet catfish division. He then left the company to help found the Delta Pride Catfish company in 1981. He worked there as VP of sales, helping to build a USD 120 million in less than 5 years.

He returned to Country Skillet, which had been renamed Country Select, in 1990, now a subsidiary of Consolidated Catfish, and worked there for the last 18 years of his career. Jack Perkins, VP of sales and marketing with Consolidated Catfish, said although Dauler officially retired in 2008, he remained on with the company as a consultant.

Dauler’s unorthodox style of salesmanship included using thrilling hunting, fishing and adventure stories told in his signature gravely voice to entertain and charm customers. Perkins, who at the time was in charge of marketing, recalled that Dauler remained a legendary salesman despite refusing to carry marketing brochures. He didn’t use business cards much either, Perkins said.

“It would drive me crazy,” Perkins recalled. “He would tell one of his hunting stories, tell the customer why they had to do business with him, they would shake or even hug on a deal, and Bill would say, ‘Just remember Dollar Bill and 1-800-CATFISH. You know how to reach me.’ And they never forgot him.”

As unusual as Dauler’s approach was, Perkins said, it worked.

“People simply wanted to do business with Bill,” he said. “They trusted him, they believed in him, and they loved Bill Dauler. Bill never let a customer down.”

One person who did more than 30 years of business with Dauler was food industry executive Stan Crais, who noted the hole Dauler’s passing will leave in the industry.

“He is an icon in the catfish business, and he will be missed,” Crais said. “He was a sportsman at heart, and that is a true character trait of southern gentlemen.”

Dauler is survived by his wife Kathy, one son, three daughters and 10 grandchildren, and hundreds of business associates and friends.

Dauler will be cremated. A memorial service will be held on Saturday, 29 June, 2013, at 11 a.m., at the Friendship Baptist Church, 85 Friendship Road (just of Highway 15), Ecru, Miss.  Friends are invited to Bill and Kathy’s home for fellowship after the services. Time and directions will be given at the service.

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