Herring Gas’ relationship with cycling team grows hobby, name recognition

Herring Gas is attacking the roads with laser-sharp focus and speed.

For the past 24 years, the Mississippi-based propane retailer has sponsored the Herring Gas cycling team, an assembly of high-profile amateur riders who compete heavily in the South as well as internationally.

Cycling became a hobby for Ed Herring, company founder and chairman of the board, more than 20 years ago. Although Herring hasn’t ridden for several years, his love for the sport grows through his long-lasting sponsorship and friendship with Herring Gas cycling team members.

“It’s been a pleasure to sponsor them for the simple reason that he’s just a real good person and they’ve done a real good job representing the company,” Herring says of Frank Moak, the team’s leader and only original member.

The two met in 1986 through a Mississippi bicycle shop owner.

The 50-year-old Moak oversees a roster of nine skillful cyclists, all with ties to southern states, who are selectively chosen on ability and character. One of the team’s goals is to develop young talent to further the sport, Moak says. In fact, one up-and-coming cyclist has competed with the U.S. national team, while a couple of others over the years have raced in the Olympic trials.

“We’ve really ventured out, and we’re no longer that little regional team,” says Moak, whose riders have competed in South and Central America as well as Europe. “As we go out to national competition, people know who we are.”

The sponsorship from Herring and more than 10 other companies has fueled that notoriety, affording the team luxuries that others might not enjoy. The team rides the same bikes and wears the same jerseys – “It’s a little intimidating [to other cyclists]; it gives us that mystique,” Moak says. That financial backing also covers equipment and some travel expenses, including an annual winter training camp.

“Ed has become such a good friend and benefactor to us,” says Moak, who works in the real estate business, one of many careers among team members.

Because of the long-running primary sponsorship and the team’s solid reputation, Herring Gas benefits from name recognition. Cyclists compete around the country, but they spend most of their time in those southern states where the family company does business. Herring, however, puts more emphasis on the relationship than on the return – and has no plans to sever ties anytime soon.

“I told Frank as long as he’s around and I’m around, we’ll keep it going,” Herring says.

TEAM: Pictured above: Frank Moak, left, and Ed Herring

LOCATION: Meadville, Miss., with 20 outlets in Mississippi and Louisiana

FOUNDED: 1946

EMPLOYEES: 166

PROPANE SOLD: 15.7 million gallons in 2010, making it the 24th largest propane retailer in the U.S.

ONLINE: www.herringgas.com and www.herring-cycling.com