CEO

Born and raised in the Atlanta suburb of Decatur, Derick Halliman always had aspirations of spearheading his own brand. The self-made businessman just never had an inclination he would ultimately make ripples in the water industry. When the opportunity came to start Lucid Enterprises, LLC in 1997, Halliman, who had only worked at Pizza Hut and UPS previously, dove at the chance. Over subsequent years, the products Lucid have concentrated on has evolved from water filtration systems to top-shelf bottled waters; however, the company-wide theme of optimum quality has flowed consistently. Of course, the stream to success hasn’t always run smoothly for Halliman's company. A large investment with a Canadian based bottled water company never really took float. Sure, relationships with advertisers were formed and high-gloss commercials were filmed, yet the brand could not sustain its initial buzz. Rather than falter, Halliman simply dusted off and re-approached the industry even harder, this time in the ever- selective premium water sector.

Tastemakers seem to agree. Last winter Mist H2O won the People's Choice medal at the 18th annual Berkeley Springs International Water Tasting. Equally impressive, Halliman received Black Enterprise's 2008 Rising Star of the Year, an honor bestowed on promising entrepreneurs under 35. Mist also earned its first taste of international acclaim with a second place finish at the 2008 Water Innovation Awards for Best Bottle in Glass. Keeping the shower of praises coming, Halliman was an honoree at the esteemed 2009 Trumpet Awards.

With that notable list of accomplishments over the years, it would almost make sense for Halliman, one of only a handful of African-American bottlers and distributors, to rest on his laurels. But to do that would be in defiance of the true Derick Halliman, a guy who's forever looking around the next corner's corner. Too many people out there -white and black, white collar and no collar- have faced defeat square in the brow and have flinched. But rather than see anyone else falter from fear, Derick wants to share the same drops of wisdom that have made him a force in the competitive water industry. "Being a small business, people don't believe that you’re going to be around," says Halliman. "It's hard getting sales people. It's hard getting people to be loyal to you. But when you are a small business, you can really fly your own plane. You can either sink or swim. Fortunately, the ideas I've come up with have kept me afloat."

Black Enterprise Business Report (video)

Awards

• 2008 Berkeley Springs International Water Tasting (National)
  People’s Choice Packing Design Award- Gold Award
  Mist H2O Premium Spring Water
• 2008 Water Innovation Awards (International)
  Best Bottle in Glass- Silver Award
  Mist H2O Premium Spring Water
• 2008 Black Enterprises Magazine
  Entrepreneur of the Year Award
  Rising Star –Under 35 years old
  Derick Halliman-Owner/CEO of Lucid Enterprises, LLC
• 2009 Trumpet Awards
  Promenade of Distinction Honoree
  Derick Halliman-Owner/CEO of Lucid Enterprises, LLC