Jardine Distribution Inc: Building brands, developing people

MANILA, Philippines - Often mistaken for a logistics company because of our name, Jardine Distribution, Inc. (JDI) is far from being a mere lifter and shifter of products.

We define our business as that of ‘Building Brands’ and we pride ourselves in being a marketing organization that is helping build homes and put food on the table for Filipinos. Over the years, we have built market leading brands that are widely used in the construction and agriculture industries.

Prior to joining JDI, my background was in Journalism, Public Relations, Advertising and Marketing. In these professions, I have been involved with a variety of products and services ranging from among others, cigarettes, automotive tires, condoms, to beers.

It was thus a big shift for me to move into industries that are not as ‘sexy’ (in more ways than one) as those I have been involved with in the past. However, the experiences I continue to enjoy at JDI are some of the most fulfilling as these have significant impact to our daily lives.

Partnering Filipino farmers

In our agriculture chemicals business for example where we represent companies like Dow Agroscience, Sumitomo Corporation and United Phosphorous Limited among others, we have the opportunity to directly impact the lives of millions of Filipino farmers who rely on planting crops for their livelihood.

JDI has been providing farmers with solutions to their pest problems for many years now.

Some of our brands have become bywords in farming communities as these have helped farmers secure their crops and by extension, ensure that Filipinos will continue to have food on their plates.

In marketing these products, JDI employs a large number of Agronomists who educate farmers on new technologies, proper use of pesticides as well as often and to dispel traditional notions and ineffective farming practices. JDI organizes farmer meetings where we encourage discussion of farming issues and actively promote the prudent use of pesticides.

JDI has recently ventured into a new product category that is aimed at improving farmer livelihood. We have partnered with US Agriseeds in launching last year, a new Rice Hybrid variety called TH-82, which if properly cultivated, can significantly increase farmers’ yield.

This is how we at JDI gain fulfilment in making a difference in the lives of farm folks, by sharing sustainable farming knowledge that allows farmers to be more effective without harming themselves or their environment.

Protecting homes

Most Filipinos often dream of having their own homes and would spend their life savings for this purpose. Some of JDI’s products ensure that these dream homes remain unharmed and do not lay waste to the damages brought about by termites, water leaks and the like.

Over the years, we have been educating carpenters, hardware store clerks and homeowners to employ preventive rather than expensive curative measures in addressing home repair issues.

Again, several myths that we all used to believe in have to be dispelled in the process, including for example the fact that the old ‘nuno sa punso’ which we fear as children to contain some mystical ‘dwendes’ are actually mounds containing millions of termites that are feasting on our homes.

One way of ensuring that the wood we use for our homes will last a long time (and reduce the need for more wood) is by proper wood preservation. This is where JDI in partnership with Protim Solignum of the United Kingdom, provide solutions including Solignum Wood Preservative, a byword among carpenters as it has been used by Filipinos for over 50 years and today accounts for an estimated 90 percent market share.

One can also get properly, vacuum treated timber from our other business partner Matimco, also a leader in their field, which market brands like Matwood, Trusswood and Weatherwood.

Developing our people

‘If you think training is expensive, try ignorance’ is a phrase often used in JDI to highlight our focus on developing our people.

These include not only sending our people to workshops by some of the leading trainers and educators (including various programs by PANA), but also mentoring our young, rising talents.

In my career, I have had the opportunity to learn from some of the best management minds from within and outside of the country. I personally believe that passing on the skills acquired over the years is a fitting tribute to those who have helped me developed and hone these skills.

Building passion

Perhaps one of my more daunting tasks is not only ensuring that structures and processes in the organization are in place but in continuing to nurture the passion that people have for their jobs. It’s not always easy but one thing that has always worked in my experience is demonstrating to the team my own passion for what we do. This means spending a significant amount of time in the field to be visible to the troops and in being consistent with our strategic objectives.

Innovating for the future

JDI continues to find the entrepreneurial courage to explore new market segments. Consumers can thus expect Jardine Distribution, Inc. to come up with new and exciting products that are aimed at improving their lives.