Joseph Calata: Envisioning the agricultural 7-Eleven

Speaking mostly in Tagalog, Joseph Calata recalls that 11 years ago, he was in college in La Salle University. Today, our bachelor is preparing for his debut on the Philippine Stock Exchange, which happens on May 23. As chairman and president of Calata Corporation, a Bulacan-based distributor of agricultural chemicals, feeds and other products, Josh, 31, aims to raise P270 million with his initial public offering. 

From the clothes he wears to the parties he attends, Josh is conscious of how his image can promote his products. Fortunately, one of his assets is his ability to get along with people. He is quick to entertain queries and eager to solicit views that may help him negotiate better deals. Our young entrepreneur reveals his plans to open agricultural 7-Eleven shops across the country and the thrill he gets from playing with his remote-controlled toy helicopter.

What’s controversial about my work are my products of insecticides and herbicides. Those who do not understand think it might be a health risk. Our suppliers’ research and development is using money to make sure that the product is safe. In reality, we need it to sustain the food demand of the growing population.

How I got started… My mom had a poultry supply in Plaridel, Bulacan. It was in the back of our house and I started as a cashier at 21. I bought my first computer and it looked awkward when I put it in the store. I made accounting software so that the kilos and sacks sold could be encoded. Many farmers had to wait so long in line because I was just working by myself. When I saw how poultry supply could make money, I hired a salesman to circulate in Bulacan. Our salesman went to the buyers; then I brought in another one. Now we have 60 salesmen in Luzon.

What made me want to start… I kind of wanted to help my mom but I did not think it would be this big. Every year I saw an opportunity and wanted to implement every idea that I would get. I could align with what suppliers wanted in areas where we were computerized. When supplier and distributors are aligned in mindset, then the business grows quick.

I see my role in the company… As chairman, I take charge of the direction of company. It’s a daily observance to make sure that it continues to be aligned in the direction I want to go. I also talk to suppliers.

We have almost 600 employees when we include employees and affiliates. I choose those who are the best in their industry.

What we do for others… We teach farmers how new technologies can add to their income when they use our products. Our best yield of rice is 110 cavans/hectare  depends on how farmers use the right product.

What they do for us… When the yield goes up, then I feel happy to know that I am helping to feed Metro Manila.

My proudest moment was when SEC and PSE approved our listing for the IPO. We are selling 10 percent of the company, which is P270 million. 

My next step… After IPO, we are opening 100 retail stores all over Luzon  the 7-Eleven of agriculture. The proceeds will come from the 270. We are breeding 1,100 pig breeders for the nucleus farm of Monterey located in Isabela. All the children will be distributed to other breeder farms in Luzon. We are also raising chickens for Magnolia: 80,000 per cycle; 720,000 chickens annually. Our expansion will be five million chickens.

I like comments when suppliers say that the way I do business is more professional.

I don’t like comments when people say that we are trying to be too big and that we will not be able to do it. Nothing is impossible and I think that kaya iyan. Pag-aralan lang. In poultry supply, they all laughed when I had my computer…

Advice is easy to follow from… I do not have many people I depend on for advice, but I read many books on how people succeed. Now I observe policies of suppliers and observe how multinational companies move because I can adapt this to my company.

My personal style signifiers are my scarf and my hair. I have had the same hairstyle since I was12 years old.

What makes me happy on the business side is when I make my deal. When I think of an idea and it gets done. I wanted to have my IPO in 2006 so I went to PSE in Ortigas. I was only 25 years old, on my own and they ignored me. So we planned it in more detail.

I get inspired with the story of Dhanin Chearavanont, chairman of Charoen Pokphand Group. From seeds trading, the company is now into agriculture, raising chickens and pigs. They supply cooked meals to the 6,000 7-Eleven stores they own in Thailand.

For grooming and style I rely on myself. I am always in a suit. In the field, sometimes I use a polo but mostly a suit. Just got used to it. I am young and when I have to deal with others, they will mind me more when I look professional.

I work best when I am out in the field. Visions of my company come when I when I am traveling and I act on them right away.

What helped me to conquer fear was when I was small, I was not rich. My mom was a working student in FEU and worked as a saleslady for Mercury Drug. My dad also had a small property and palay trading. Simple people. I grew up knowing that the budget was strict. When I was thirsty, I could not drink. So now, I am not scared.

Best quality about me is that I am very makulit about things. If I see that I like to do what others are doing, I study it and then learn it and do it. I learned about playing piano, guitar, jogging by myself. I am also masipag to transform into action.

Good advice I have received is when I was in college I was networking, selling vitamins, minerals, anti oxidants. My classmate, Parker Ong, advised me to read The Millionaire Mind. I remember that to “Be Honest” is listed as the first important trait.

The last thing I bought and loved is a toy helicopter with a remote control and I’m really thrilled about it. When I was young, I could only wish to have it.

The thing I’m hoping to buy next… I want to acquire companies. 

After being in business, I realized that not everything is about money. It is about helping others. Before, I was doing it for myself and now I am conscious that there are so many people that I can help, too. Farmers need us.

The sport I do the most is swimming in Shang Grand Towers, Makati.

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E-mail: babycamp2@gmail.com.