How a young Portuguese man achieved the American Dream.

Simon KhouryMGMT 100-0810/2/2012

Paul Ventura

Ventura Grain was founded by Arthur Ventura, a stout, kind, hard-working man who emigrated from Portugal in 1919. Five years later, he founded a successful grain business in the heart of Taunton, Massachusetts that is l ived on today by his grandchi ldren, and great-grandchi ldren. According to his oldest grandson Paul, my mom’s boss, he was the epitome of a businessman. “He came here with $6 dol lars in his pocket and the only Engl ish he knew was ‘need work’” Paul explained. He began mixing his own grain in his backyard, and sel l ing it local ly. He eventual ly took out a loan of only $200. That, and every penny he had went into commercial ly sel l ing and producing his grain. His r isk paid off when he real ized people l iked his product but he wasn’t making enough to meet the demand. So he hired a two ful l t ime employees, and devoted 70 hours a week to his company. That kind of r isk and commitment is what makes Arthur Ventura a true entrepreneur.

INTRODUCTION: ARTHUR VENTURA SR.

Arthur Ventura Jr. two years before his passing

Ventura Grain co. is a grain company based out of Taunton, MA. “We have our own secret grain recipe, and it hasn’t changed in almost a hundred years” Paul says. “We distribute to as far as Pennsylvania and northern Maine”. “Taunton and Berkley were very farm-oriented towns back when my grandfather started out, so he caught lightning in a bottle really because everyone wanted his feed” Paul explains. Arthur Jr. took over after the passing of his father, and now that he has also passed, Paul took on the huge responsibility of running it with his two brothers, Matt and Art. Now the business includes:

THE COMPANY

A 2,000sq ft facility featuring a 95-foot elevator and overhead bins for mixing grain

Thirty full-time employees as well as ten part-time employees

Products in over twenty department stores

Eight privately owned commercial trucks for grain distribution

Being one of only two remaining privately owned grain mills in Massachusetts, they have been visited and recognized by Governor Mitt Romney and former president George Bush Sr. for their success and longevity.

Their profi ts have topped upwards of 8 million dollarsTheir special feed recipe is now carried by six local

department stores including The Home Depot and Lowes.

Paul says his biggest success is carrying out Arthur’s plan: “We have achieved what my grandfather set out to do, provide a superior product and to not lose sight of the family tradition and customer service. That’s what made him so successful in the fi rst place”

BUSINESS SUCCESSES

“We aren’t in the 20’s or 30’s anymore” Paul says. “Not as many people keep animals anymore, which was my grandfather’s main focus. Our biggest challenge was expanding, using our experience to win over bigger farms who we could then distribute our product to”.

The number of independent farmers has dropped dramatically since Arthur Sr. opened his business.

Liability. With all the heavy machinery used, they must ensure their employees are as well trained as possible to avoid a crushing liability suit.

CHALLENGES

One of three remaining farms in Taunton, in 1924, there were over 30.

“Well, we distribute to over sixty farms throughout Massachusetts, Connecticut, Rhode Island, Maine, and New Hampshire, and there aren’t too many bulk grain distributors, but i f I had to pick, I ’d probably say Connecticut Coop and Blue Seal, which is based out of New Hampshire”.

Paul when asked how they gain a competitive edge over this company: “It’s easy, we do what my grandfather did, sit down face to face and explain to them that our business has been family-run since 1924. No private dealers, no representatives, i f we have the opportunity to sit down one-on-one, the sale is as good as made”.

Paul when asked about the satisfaction of his customers: “Every business is gonna make mistakes, the key is how you respond to them. People appreciate the small touches and they say ‘damn Paul your employees sure are nice’ I say ‘damn right they are’”

COMPETITORS

Ventura Grain relies heavily on their reputation and the company name. “One bad smudge can ruin you” Paul l ikes to say. They mostly market local, but occasionally attend horse shows, or other events their clientele would l ikely meet. “You’re biggest marketing investment is your reputation. BP can spend mill ions on commercials and ads now but it won’t do them any good, they’re reputation is ruined”.

My mom has been working for Ventura Grain as their accountant for almost 19 years. She knows the ins and outs of the company as well as anyone there. “She’s the best we’ve got, I can’t even imagine how hard it’d be to fi nd someone that can do what she does” Paul says. But it’s been their employees that have driven this company. “I consider myself a good judge of character. I can spot a hard-worker when I see one. What we look for most though is customer service, it’s our backbone, plain and simple”.

MARKETING/STAFFING

“I don’t see this company going anywhere, but then again I’m naïve. It’s not gonna last forever but you know, you keep it going as well as you can. I’ve made an honest living, and so has the rest of my family, we’re out there 45, 50 hours a week mixing the grain and maintaining the mill.”

They’ve updated much of their equipment, and have spent over $100,000 on new technology being added to the mill to ensure the quality of the product stays up to Arthur Sr.’s standards.

THE FUTURE

One of the three new feed carriers bought this year by Ventura Grain co.

Advice: “ I f there is one thing I could tel l your c lass, i t would be that you l ive longer working with your head, than your hands. Get an education”.

Q: What do you do for fun in the mi l l? A: I t ’s a b it scary, but every now and then a

new guy wi l l fa l l into the grain b in, so gett ing him out can be pretty fun.

I have known Paul Ventura my entire l i fe, and he and his father have treated my family wel l . I bel ieve that is how he runs the everyday aff airs of business, with k indness. He wi l l be the fi rst to admit that he would not be here i f i t wasn’t for his grandfather’s car ing toward his customers. This remains a staple of his business today. I learned that a business is more than the revenue i t earns, i t ’s the people that sustain i t . “Was my grandfather an entrepreneur? I ’d say so. I mean, could you get up tomorrow, move to a d iff erent country and start your own business? No. I know I couldn’t .”

CONCLUSION

Paul Ventura and his daughter Jessica, the fourth generation to work at Ventura Grain co.