As the company has added calls, they’ve also improved their materials and technology. But one thing that hasn’t changed is the quality of the workmanship.
To this day, Primos still checks the quality of the calls coming out of the factory. “We have a team of employees who come sit in my office and lay out a sampling of calls, and we check them to see that they’ve maintained the quality I started with 31 years ago,” he says. “There are certain things that I will not allow to be removed from my daily responsibility, because it keeps me in touch with the grassroots of the company,” says Primos.
Primos’ commitment to quality and responsibility continues to pay dividends, as the company’s volume of sales continues to grow at a rate of more than 25 percent each year. “We understand calls. We understand what makes a good sound and how to create that product, because we are our own customers. Meaning we love to hunt and want to be successful at it. Our calls add to our success rate in the field,” he says. “We also have a lot of mold expertise, for the parts that we use to build duck, goose, elk and other calls. I engineer them, I pick people’s brains and I ask my staff to see what they think. Then we have a national sales manager and two regional sales managers who along with the manufactures reps handle all sales.”
Today Primos Hunting Calls has over 120 employees, and manufactures around 620 products. These products include calls, videos, clothing and hunting accessories for turkey, elk, waterfowl, deer and predator. The company holds 26 patents and numerous trademarks, which the company’s patent attorneys – all committed bow hunters – protect aggressively.
“We’re the only company that crosses categories in a strong way,” Primos says. “Some companies are really good at waterfowl but don’t do anything in turkey, deer or elk. But we’re strong across the board.”
In May of 2002 Primos Hunting Calls moved in to their new 54,000 square foot facility located in Flora, Mississippi. “The new building has allowed us to really streamline the flow of things around here,” says Will. “After being here for two years, we’re already thinking about expanding.” The rapid growth of Primos has indeed been strong as the building was expanded to over 100,000 square feet in the summer of 2005.
At the end of the day, Primos says, the company’s success comes down to quality, and a belief in what they are doing. “Everyone here is a hunter. If we don’t use a product and don’t believe in it, we can’t market it,” he says. “If it’s not our heart and soul, we aren’t going to do it. We’re going to keep on caring about the products that we manufacture. The bottom line is, we are our own customer. That’s the foundation of the whole company.”