Jimmy Rane

James W. Rane (born 1947) is an American businessman, and the Founder, Chairman and former chief executive officer (CEO) of Great Southern Wood Preserving, one of the largest pressure treated lumber producers in the world. He has frequently appeared in advertisements for the company portraying a fictional cowboy named "the Yella Fella" after the company's flagship product of YellaWood. With an estimated net worth of $1.2 billion, Rane is the wealthiest person in Alabama.

Early life Rane grew up in the small town of Abbeville, Alabama. His father was the son of Italian immigrants and a World War II veteran who operated several restaurants and hotels, eventually becoming the president of the local chamber of commerce. His mother’s family has lived in Abbeville for over 200 years. Rane would pursue a legal career, attending Cumberland School of Law at Samford University where he earned his Juris Doctor in 1971.

Career While in law school Rane began working at law firm in Birmingham, Alabama. In 1970, his wife's parents were killed in an automobile accident, leaving behind a small non-operational lumber treatment plant on the brink of bankruptcy. Rane began operating the plant in 1970, founding Great Southern Wood Preserving with his brother that same year and made his first delivery in 1971 out of the back of a pick up truck. Rane quit his job as a judge the following year in order to focus on the company and his law practice. The first case study of a large lumber company illustrated Great Southern Wood's need for additional capital and the second case study of Perdue Farms illustrated the need to successfully brand and market a highly commodified product.

YellaWood In 2004 Great Southern Wood branded its products as YellaWood. In order to promote the brand Rane began appearing in serialized commercials as a cowboy nicknamed "the Yella Fella". The comedic commercials were extremely popular, with "the Yella Fella" being awarded the Bronze Wrangler Award by the National Cowboy & Western Heritage Museum.

In the 21st century Great Southern Wood Preservation has grown into the world's largest pressure treated lumber producer with operations in over 25 countries.

Despite the growth of Great Southern Wood Preserving into the largest pressure-treated lumber producer in the world, Rane has elected to keep the company’s headquarters in his hometown of Abbeville, a geographically isolated town of just 2,000 people, rather than moving to a larger market. Rane still serves as board chairman.

Personal life Rane resides in his home town of Abbeville. Rane has been a member of the board of trustees at his alma mater of Auburn University since 1999. He is a significant donor to the university, donating $12.5 million to a new culinary science center for the school in 2017.