Cultural sensitivity, peppy staff feed AJC's success
Atlanta Business Chronicle - by Roxanna Guilford Contributing Writer
In how many languages can you say "chicken breasts"? If you work at AJC International Inc., chances are it is at least two or three. Atlanta-based AJC International is a worldwide trader and distributor of refrigerated and frozen food -- mostly proteins.
AJC International, winner of the Best Midsize Company 1999 Atlanta International Business Award, peddles quite a bit of flesh. This year, it expects to ship more than 300,000 metric tons of food products to and from 105 countries. This can include everything from the aforementioned chicken parts to sausage material, from tenderloins to tripe. AJC International's basic food groups are poultry, beef, pork, seafood and vegetables.
Eric Joiner, president, partner and one of the founders, said people often confuse traders with brokers. There are several subtle differences, but there's one that really matters to AJC International's bottom line: "As a trader, I take all the risks of ownership."
AJC International used to be just an export business, he said, but now it buys and sells food internationally as well as providing warehouse and distribution services. With six offices worldwide, the company operates through a global network of customers and suppliers.
The name "AJC" comes from the surnames of the partners, Gerald Allison, Joiner and Jim Chalmers, who is no longer with the company. Joiner said the company was the first to use the name, noting that the daily Atlanta newspaper didn't start referring to itself as "the AJC" until about five years ago. It annoyed him enough to talk to his attorneys, but he decided not to pursue the matter.
Global warming
Given the nature of its work, AJC International must maintain warm relationships with individuals and companies worldwide. The 27-year-old company has offices in Asia, Europe and South America. Employees travel frequently; Joiner estimates that he and his partner travel about 12 to 13 weeks a year. And most AJC International employees -- both here and abroad -- speak several languages.
Joiner recounted the company's 25th anniversary celebration when employees offered a toast to him and his partner. A toast was offered in each guest's native tongue. The result: 23 different toasts.
Language plays a crucial role in AJC International's business, but it's only part of a bigger picture. All businesses may be relationships, he said, but international business is even more relationship-oriented and requires cross-cultural friendships.
"It's far from being all dollars and cents. ... It's the understanding of the culture," Joiner said. "If you don't speak the language, you don't understand the culture." There are exceptions, he noted, pointing out that he's fluent only in English. But knowledge of another language is vital to international trading. "I probably wouldn't hire myself today," he joked.
Heightened sensitivity
As AJC International continues to expand its warehouse and distribution facilities, it is growing closer to both suppliers and customers, Joiner said. Handling all aspects of a transaction has heightened AJC International's sensitivity to different needs and customs; it also forces the company to be flexible.
"We are a middleman ... doing business in 105 countries," Joiner said. "We'll find a way to satisfy your needs."
Dealing with an array of cultural differences is a regular part of doing business internationally, agreed Evan Davidman, vice president of sales and marketing. He's been with AJC International for more than 13 years, including a stint as managing director of the European office (located in Maastricht, Holland). Adjusting for these differences requires respect and sensitivity.
"You've got to speak the common language of the business transaction and leave the difference in peoples' opinions aside," he said. "You can't expect everyone to have the same beliefs you do."
Multilingual multitaskers
Not everyone understands this approach, so not everyone is cut out for international trading. Joiner said that finding the right people has been one of the keys to his company's success. (AJC International has about 200 employees, roughly half of them traders; about 60 people work out of the Atlanta office.)
International students are often well-suited to this type of work. AJC International traders are generally multilingual; they have a "global mindset and are well-educated," Joiner said, noting that many have MBAs. "We attract people with a world view ... people who are very entrepreneurial."
An international perspective, cultural sensitivity, business acumen and language skills are crucial, but so is the ability to work in a hectic environment. The business moves at an incredibly fast pace, Davidman said
"You've got to be able to handle multiple responsibilities at any one particular time," he said.
Around the world in a day
The workday follows the rotation of the earth as closely as it does the clock. In the morning, the traders deal with Europe. As the day progresses, business moves to the West Coast and then to Hawaii, Guam, Singapore and points beyond.
While no one telecommutes, some traders work from home late in the evening, finishing deals on the other side of the globe. "About 15 years ago, there were a lot of people here late at night," Joiner said. "Now, thanks to technological advances, employees can have dinner with their families, put the youngsters to bed and then put in a few work hours from home."
Technological changes have played a significant role (AJC International uses an Oracle-based platform), but Joiner emphasized that the business still comes down to personal contact.
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