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Wendell Trading reaps what it has sowed

By Jan Onghanseng
-    Aug 29, 2017
Credit : GMI Post

Just one year short of its 40th anniversary, family-owned Wendell Trading Co. has flourished as an agricultural and horticultural business because of its ability to adapt to the ever-evolving business environment in Singapore over the past 50 years since its founding.

While several agricultural companies in Singapore failed to keep up with the drastic changes from the 70s rush were unable to keep up with the drastic changes over the decades. Wendell proved otherwise.

Wendell Trading Managing Director Doris Wee

The company specializes in products and services that beautify and maintain local landscapes and horticulture. Wendell distributes products like fertilizers, agricultural chemicals, application equipment and other landscaping supplies for commercial and home gardens.

As the landscape and economy evolved, so did their management and consequently, their flexibility to adapt. With the second generation overseeing growth, this change of mindset and management style allowed the company to enter niche markets they never considered before.

Wendell successfully partnered with golf courses around the country and overseas, moreover, they also entered into the public health sector with their chemical products against mosquitoes. This diversification has given Wendell a platform in several international markets like Malaysia, Indonesia, Vietnam, the US and EU.

“In marketing, we have to maintain a strong home market. I found my niche and I think I can focus on specialty fertilizer. Most are penny competitive and go for volume, but mine is high margin and smaller volume which better fits my company size,” Managing Director Doris Wee said.

Currently, Wendell is the exclusive distributor for a wide range of well-known global brands. As a family business, trust is at the core and the company operates with sincerity and passion. Miss Wee firmly believes that the company’s success depends highly on its people more than anything else. The company looks forward and is fully energized with the prospects of expanding and entrenching their presence internationally especially in their growing markets in Vietnam and Indonesia. 

“Creating long term relationships and continuously nurturing them will lead to sustainable growth for the future. And most importantly, we understand flexibility and the need to adapt,” mentioned Miss Wee.

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