HALL OF FAME PROFILE | HERB SMITH A SMITH: That's a Gallo kind of progression: First-level managers train and develop five to seven sales people; second-level managers handle teams, and so on. When I became general sales manager, I handled all of Southern California - 100 territories - from the Mexican border up the coast to Paso Robles. Q A Did you ever meet Ernest & Julio? SMITH: I was fortunate enough to work with Ernest and had a tremendous relationship with the Gallo family. One thing that I 26 y SHOPPER MARKETING APRIL 2017 learned very early was Ernest & Julio's philosophy: "Everything starts with the consumer." Ernest would spend a lot of time in retail stores, and was always curious about consumer behavior. There's a direct parallel between what we do in shopper today and what we did back then. Q A Before the interview started, you said that Ernest and Julio's relationship was competitive. SMITH: It's a great story of sibling rivalry. Ernest was in sales and marketing, so it was, "I'll sell more than you can make, Julio." And Julio was the winemaker and did the grape supply, so it was, "I'll make more than you can sell." It really was the foundation for the company.