The Late CEO Remembered

Kim Jeong Moon Aloe Co. holds symposium to honor late founder

Kim Jeong Moon Aloe Co. held the 1st anniversary of its founder Kim Jeong-moon's death in the form of Baek-Jae Symposium at the annex event hall of the DLI Building in Yeouido, Seoul, Dec. 12. Baek-jae is the penname of the late founder Kim Jeong-moon
The commemorative ceremony started at 3:30 p.m. with the presentation on clinical tests on aloe water and the special characteristics of aloe.
The memorial program included a commemorative speech on the late founder Kim, which was followed by the presentation of papers on aloe such as the development of the exotic plants products.
The program, then, turned to a check-up on management directions of the company and an award ceremony for company officials and staff for their laudable achievements. A ceremony was held to launch the natural medical research institute, which wrapped up the event.
President Choi Yeon-mae, in her new year's message, on the company's Website, said the CEOs feel the happiest when they feel that the entire company with them working toward their goals and visions. In other words, they felt very happy when they felt company employees move as one with a common vision.
She said there is no doubt in her mind that the company would be able to build a base for 50 billion won by doubling organization, capacity and growth. As I always said the limit is always in our minds and what we need at this moment is 'revolution.' As we are about to leave the year 2007 behind, she said she would like to stress the revolution the company needs next year is revolution in thoughts, and revolution in initiative thoughts.
All of us are very familiar with an old saying, 'actions change when thoughts change,'but the hardest thing for us to change is our way of thinking. Unless we change our way of thinking, we may not be able to create revolution in organization, and at our jobsites. What will help us to change our thoughts, and revolution in the way of thinking are the sense of crisis, a fear that ranking third place in the market could mean that the company can be booted off the market.
No one will help us, unless we help our selves, she said. Every officer and employee should have the sense of crisis, next year, to realize the vision for building a base for achieving 50 billion won in annual turnovers no matter what.
President Choi, in her interview with a local daily, said aloe helps health more than any other food in the world compared to its cost, which is why still competitive. She still firmly believes that aloe will continue to sell. Kim Jeong Moon Aloe Co. was set up by its fonder named after his name in 1975 a producer of health food with aloe as the core ingredient. But the company had a rough time due to an intense competition and the CEO's illness. But President Choi stepped in 2002 to help her ailing husband and took over the management when her husband died. She has revived the company's health after taking over its helm through an intensive effort, company officials recalled.
As the new CEO of the company, she worked hard to regain the company's health. She trimmed the number of products from 180 to 80. although many in the company objected the move. She got the idea by calling on friends of her late husband in the academic circles. She also had the company to work on the development of new products.
She said she officiated the 'Vision Conference'at 6:30 in the morning for participants to come up with creative ideas and then every one reported to work at 7:30 in the morning.
As a result, the company's sales last year increased 28 percent helped by the development of new products and successful marketing, especially, the new red ginseng product, which is easy to drink. The company's R&D unit developed the product.
The CEO said she still has a lot of work to do to put the company on the right track, although the toughest period, her first year as the CEO in 2003 is behind. She could grapple with the negative sentiments that many had on her ability to run the company. She is the second wife of her late husband as they married each other after he lost his first wife in the collapse of the Sampoong Department Store in Seoul. They met each other when she was the head of the company's branch office in Cheongju, North Chungcheong Province.
She said she knew that the company employees will love her she loves them dearly with all her heart when she first took over the management. Her No.1 objective is to regain the top spot for the company in the industry. nw

President Choi Yeon-mae of Kim Jeong Moon Aloe Co.