Deanan Gourmet Popcorn has been delighting customers for decades with its colorful, flavorful varieties and strong community ties. What started as a small family business has grown into a well-loved Wylie success story.
From Air Force to Popcorn
After retiring from the U.S. Air Force in 1979, Lt. Col. Dean Alexander and his wife, Nanella, wanted a family business that involved their children. Living in San Antonio, they bought a gourmet popcorn franchise in a mall, later branching out to own several retail stores. They quickly connected with local businesses that started ordering personalized canisters for gifts.
In 1987, the company branched out and partnered with a school for its first-ever school fundraiser. That side of the business soon exploded, expanding from that first school to include more than 1,000 schools across Texas. Before they knew it, fundraising had become the foundation of the company.
Home in Wylie
In 2011, the second generation moved the business to Wylie, Texas. Barbara A. Hodge, past CEO & President, recalled that they had looked at two other cities for the popcorn company’s new home. “Neither city had the ‘how can we help you?’ attitude that Wylie does,” she remembers.
Wylie welcomed Deanan with open arms. They quickly outgrew a 5,000-sq-ft space, expanded in 2016, and in 2019 opened a new 23,000-sq-ft facility with a factory, shipping, and offices.
Asked about their best-selling flavor, Barbara said, “Hands down, in every aspect of our business, our Texas Wildflower Vanilla is our top selling product. I always thought it would be caramel corn, since that’s such a well-loved, well-known product.”
Weathering the Pandemic
By 2020, 91% of sales came from school fundraisers. When schools closed, business dropped 91% overnight. “Immediately, five family members stopped taking a salary to preserve cash to pay our employees,” Barbara explained. Though family members went without pay for six months, Deanan kept all 34 employees.
The family leaned on wholesale partners like HEB and Aldi and gained new opportunities with QVC, Sam’s Club, Walmart, Costco, Walgreens, and Dollar General.
Support came locally, too. “Once COVID hit, the EDC and the City of Wylie reached out to us to see how they could help. They both sprang into action to make sure their most vulnerable businesses received aid.”
Looking Ahead
Today, you can find Deanan Gourmet Popcorn in stores all across Texas (you can even swing into Fuel City and grab a bag if you’re ever craving some popcorn!). The company is actively involved in the community. The business regularly sponsors local events, and COO Tref Hodge serves on the Wylie Area Chamber of Commerce Board of Directors.
