James Edward and Companies

James Edward and Companies began in 1994, as a full-service brokerage firm that helped innovative beverage brands set up new distribution. In the early 1990’s, Red Bull was already an established brand in Europe, however It was relatively unknown in the US. Jim Rubenstein, President and CEO of James Edward and Companies, was intrigued by the “Red Bull phenomenon” that was sweeping Europe, and was sure that it would become more than just a popular drink in the U.S.  In 1997, Jim contacted Red Bull North America about brokerage opportunities; however, Red Bull was looking for wholesale distributors, not brokers. If Jim wanted to be a part of the ”phenomenon”, he would have to start an entirely new company and business model.

Convinced of Red Bull’s potential, Jim and his partners mobilized into action.

Matador Distributing

Matador Distributing, LLC is the  3rd largest distributor in the United States. It began operations in March 2000 in Atlanta, GA. Georgia warehouse locations include Atlanta, Conyers, Lawrenceville, Rossville, Byron,  and Cartersville. In addition, the North Carolina warehouse is located in Asheville. Matador operates 108 routes that service over 8,000 customers throughout Atlanta Metro, rural Georgia, Chattanooga, Tennessee, and Asheville, North Carolina with a team of 200+ employees and counting.

Viva Distributing

Viva Distributing, LLC began operations in March 2001 in El Paso, TX. Warehouse locations include Amarillo, Lubbock, Abilene, Midland/Odessa, San Angelo, and El Paso. Viva operates 45 routes that service over 3,000 customers throughout West Texas with a team of over 95 dedicated employees.

Chaparral Distributing

Chaparral Distributing, LLC’s central warehouse is located in Austin, TX, where it began operations in April 2006. It operates 32 routes that service over 1,800 customers throughout the Austin Metro area and into the Texas Hill Country with a team of over 70 dedicated employees. Chaparral’s North Austin warehouse is located in Round Rock which operates 17 of the 32 routes.

James Edward & Companies Corporate Office

James Edward and Companies began in 1994 as a full-service brokerage firm, helping innovative beverage brands establish new distribution channels. In the early 1990s, Jim Rubenstein, President and CEO, recognized Red Bull’s success in Europe and believed in its potential in the U.S. James Edward and Companies is the corporate office of Matador, Viva and Chaparral Distributing. The JECO corporate office is based in Houston, TX, employing approximately 15 people.