TRACE SMITH ’06
TECHNOLOGY TO SELL
RICHARD ANDERSON ’83
The Anderson family has been farming land around Tarboro, North Carolina,for generations.
Richard Anderson ’83 wants to make surethat continues long into the future.
Today he farms 6,000 acres, growingcotton, corn, soybeans, peanuts, tobacco, andvegetables. But his business interests stretchfar beyond the farm to agriculture andproduce businesses, a cotton gin, vegetablepackaging, as well as transportation andstorage operations that occupy roughly onemillion square feet in Tarboro.
“We try to take products from cradle to
grave,” Richards says. “From chemicals,
fertilizer, and seed to buying, selling, and
shipping the grain. Handling packaging and
shipping helps the farm by smoothing out
our revenue streams.”
Richard also serves as the board chair of
Providence Bank, which has roughly $500
million in assets and is headquartered in
Rocky Mount, North Carolina.
“Banking is a great learning experience,”
he says. “You get to see a lot of business plans
and learn a lot about credit and lending.”
All of these diverse business interests
have evolved over time. After Woodberry,
he did his undergraduate work at North
Carolina State University and then earned a
master’s in business administration from
Wake Forest University.
Richard says teachers likeMac Moore, Chuck McArver,and Paul Huber ’68 shapedhim at Woodberry — he’sgrateful that Mr. Huberwas “very patient as boysspoke French with anEastern North Carolinatwang.” He also notes thatBill Skillcorn’s lessons ingeometry are often put to use in theworld of agriculture.
He says Woodberry’s emphasis on hardwork and developing good people skillshave been invaluable.
“You need people skills and you need
to listen as a business man. In the peak
of harvest season, we employ 150 to 200
people, and we have a staff of about fifty
year round. We’ve got a lot of longtime
employees,” he says. “Woodberry teaches
respect for diversity and to treat people as
people. You should remember that people
want to do business with someone they
If you’ve walked into a bar or brewery the past few years and seen a digital menu
detailing what’s on tap, Trace Smith ’06
probably had a hand in that.
Trace is the president and chief operatingofficer of Untappd, Inc., the owner ofthe world’s most popular beer app, andUntappd for Business, the company’s menupublishing and promotional platform.
Though most beer drinkersencounter Untappd throughthe app, which lets you logand rate beers you’ve tried,
90 percent of the company’srevenue comes from 19,000bars, restaurants, andother customers who pay forUntappd’s business services tostreamline their printed menusand digital advertising boards.
Customers range from mom-and-poprestaurants to Buffalo Wild Wings.
Trace went from Woodberry to WakeForest University, where he studied finance.After two years working at Fennebresque& Co. in Charlotte, he took a job at Quad-CManagement, a private investment firmin Charlottesville. But he always enjoyedhustling for business opportunities.
“Even in banking, I was selling tickets tosporting events; I always had the itch to dosomething entrepreneurial,” he says.
Trace says he got the confidence to join —and eventually help run — a startup becauseof his time at Woodberry.
“Being fourteen years old and droppedinto an unfamiliar environment, where youhave to navigate relationships with peoplefrom different backgrounds, makes youindependent and confident when you’reuncomfortable,” he says. “Woodberryprofessors teach you how to think; they pushyou and challenge you,” Trace says, creditingmen like Matt Boesen, Ben Hale, MichaelFollo, and Nat Jobe with doing that for him.
Trace also says he’s been over whelmed withthe support from Woodberry alumni along hisbusiness journey, whether it was a coldcall to former American ExpressCEO Jim Robinson ’ 53 thatresulted in a helpful meetingor advice and introductionsfrom classmates.
“One day I started a
list of all the Woodberry
graduates who’d taken a
call or given me help in some
way, and I counted twenty-eight
And now Trace is ready to
start returning the favor.
He’s lent a hand at times toclassmate Townes Mozer’06, a founder of Charlotte’sLenny Boy Brewing, andUntappd will have its firstWoodberry intern thissummer.
“I want to pay forward whatother alums did for me,” Trace says.