How PICO Got Its Name

Many years ago, or once upon a time, a cattleman by the name of B. K. Johnson (an heir to the King Ranch) traveled to California on business.  He ate at his favorite restaurant called “Senior Pico’s”.  On his arrival back in Texas, a bull calf was born, who he names Senior Pico.  Senior Pico grew into one of the lead herd sires of the Santa Gertrudis Breed (a breed originated at the King Ranch).

Being also a businessman with varied interest, Mr. Johnson purchased first, H. Ray Oil Company in Uvalde, Texas, then David Fain Oil Company in Carrizo Springs, and finally Beaver Lake Oil Company in Del Rio, Texas.  He called this consolidated group of gasoline distributorships “Pico Petroleum Products” or just “Pico Petroleum”.

In July of 1986, Dr. Alvaro Lebrija from Mexico City, likewise a cattleman specializing in the Santa Gertrudis Breed, and his business partner Robert C. Kusenberger, Sr., of Del Rio, Texas acquired Westex Petroleum of Del Rio which in turn acquired Pico Petroleum with the expressed intent of developing a high volume retail chain of convenience stores to compliment and augment the gasoline distributorships.  They retained the name Pico, and since the word Pico in Spanish means the beak of a bird, adopted the now famous Toucan as the company logo.

The Santa Gertrudis breed is known for its ability to endure hardship and yet thrive.  The economic climate in the United States, since July of 1986, could best be described as nothing but hardship.  The value of real estate plummeted, virtually every major bank in the State failed, and small as well as large companies went into bankruptcy, yet Pico, through its management vision and the dedication of its employees thrived.

Four convenience stores were built or acquired between 1986 and 1988.  In July of 1988, Pico Petroleum acquired Havard Oil Company of Boerne, and one month later added five Hill Country Stops to its convenience store chain.  On December 12, 1988, Pico also acquired eight Junior Food mart convenience stores and in March of 1989 added Pico #14 in Jourdanton to its arsenal.  Brackettville was added in November 1991, and in May of 1993, through an affiliated company, two KB’s in Uvalde and Pico #18 in Pearsall joined the chain.

Pico has truly lived up to the Stamina of the Santa Gertrudis breed from which it got its name, and with your continued dedication shall continue to be a thriving, growing, leader in the industry.

Since this article was originally drafted, the chain as well as the oil company, has continued to grow.  The Pico convenience stores now have 21 locations and there are 6 bulk plant locations.