Just over a week ago, an industry friend asked me "what do you hear from Mark Kresser?" In industry speak, that's either a genuine inquiry- or a way to quietly say "I've heard something..." If you read today's wire from the top-down, you know the question could have been either interpretation, because the former top exec who's sudden dismissal from the top slot at Taurus USA just over a year ago shocked the industry is back in the news.

Mark Kresser, the new President at HPR Ammo.

Kresser is now the newly-named president of Advanced Tactical Armament Concepts, LLC- the parent company of HPR Ammunition, and you can read the details in today's news section. And we understand he'll be in his new job this morning. On Friday, I had the opportunity to spend a few minutes on the phone with Kresser. He was on his way to his new position, but he was stopping along the way to visit H&H Shooting Sports in Oklahoma City. Kresser told me that despite all the good things he'd heard about the operation, he'd never visited it. So, when he spotted it from the interstate, he had jumped off at the next exit and turned around to check it out. Knowing Kresser, I'm not surprised. Like me, he's a total nerd when it comes to checking out retail locations in the outdoor segment- especially successful ones like H&H. When he let it slip that he was stationery, I decided to take the opportunity to go on the record and spend...a few minutes with....Mark Kresser. JS: Mark, I'm not good at indirect questions, so...how did this new job come about? Kresser: (Laughing) It was a process, actually. I'd spoken with the company founders some time ago, and we'd talked about their business, their plans and how they'd accomplished a lot since they started. JS: And? Kresser: And when we talked we realized we had a lot in common. They make a top-tier product and have grown. But the growth gets to the point where you have to decide if you want to be there every day to run it. JS: So now you're going into the ammunition business? Kresser: Not just in the ammunition business, in the premium ammunition business. Advanced Tactical Armament Concepts knew what they wanted to be as a brand, and they've accomplished that. HPR is a company that with a decidedly "up-line" product and image. JS: I'm familiar with the ammo -and it's no secret that I've admired the way they've positioned their brand. But there's obviously something more ahead, right? Kresser: Sure. And that's why I'm so excited. It's not a startup, it's a good product, and the company hasn't made any mistakes. It has a great philosophy, consistency across the product lines, and gets product out quickly. But we agreed that I could help get them to where they want to go because of my experiences in the processes of manufacturing and business practices. JS: So will this change the company's direction or emphasis? Kresser: Absolutely not. HPR's worked hard to become a company where quality isn't an issue. But it's tough to break out of the crowd-and move to that next level. Especially when you're absolutely determined that you're not going to lose two of the characteristics that make you successful: consistency across the line with the ability to get product out quickly and maintaining the reputation and quality of a performance ammo while you're growing. JS: How's that work, I don't track? Kresser: HPR ammo's goal is to become the Oakley or Yeti of ammunition- the brand that isn't just known; it's the brand people aspire to. JS: OK, that I understand. So let's quickly change gears. What has this last year taught you? Kresser: That we really are in a great industry because it's made up of good people. And those good people know you for who you are- not just for the brand you work for. JS: Thanks, Mark.