For a man who “fell” into the customs brokers and shipping industry, Joseph Rhoden has become synonymous with what it takes to be successful and an honored veteran in this competitive business.
“Rhoden, Joseph” As a youngster growing up in Jamaica, this was not his career choice, but it seems his foray into freight forwarding was meant to be.
“It really happened by luck,” Rhoden told Caribbean Today recently. “My plan was to go to university to do medicine. But, shortly after leaving high school, I got a call from Pan American World Airways in Jamaica. They had a vacancy for a cargo account executive, which basically means I would solicit and try to develop business for PanAm in Jamaica from importers anywhere in the world and also export shipments out of Jamaica.”
This was in the late 1960s after he left Jamaica College. Now, more than half a century later, Rhoden has no regrets about his accidental path to the freight forwarding industry.
PASSION
He worked with PanAm for six years and developed skills and passion for the business. Rhoden was named one of the top 25 sales executives worldwide for the airline. He made connections with other customs brokers and the Jamaica Exporters Association and formed business links with some in the industry. In 1973 Rhoden co-founded the Kingston and Montego Bay-based Ocean Air International Limited, which still exists.
As an agent for a shipping company in the United States, Ocean Air grew in reputation, and Rhoden’s skills were noticed. He was eventually recruited by Econocaribe, a freight forwarding company in Miami and in 1979 migrated to the U.S. with his family.
“I worked with them for nine years traveling the Caribbean to develop their business in most of the English-speaking countries,” Rhoden explained. “After nine years, a group of us from that company decided that it was time to move on and start our own business, which we did in 1988. Antilles Freight Corporation is now 31 years old and has expanded and developed throughout the English-speaking Caribbean.”
‘GIFT OF GAB’
Rhoden credited his ability to relate to others for his success. When he talked, they listened.
“I think I have the gift of gab and I communicate with people well,” he said. “Being a Jamaican, I was able to relate to the Trinidadians, the Barbadians and all the other Caribbean countries. And so I was able to develop some form of a following with these people to support our company, which they have done up to today.”
Asked how he manages the two freight forwarding companies, Rhoden explained that Ocean Air International represents Antilles Freight in Jamaica, so he wears two hats.
“I have management and staff in Jamaica running the operations there, in Kingston and Montego Bay,” he said. “I do make regular visits to the island to make sure everything is in order, and I speak to them two or three times daily.”
Rhoden said Antilles Freight Corporation primarily serves the Caribbean. However, it also services customers in Central American and South America, providing warehousing and full-load service to companies in Costa Rica, Panama, Brazil and the Dominican Republic. Antilles Freight offers a variety of services.
“We have a 55,000 square foot warehouse in Miami which is bonded,” said Rhoden. “When we receive shipments we advise the customer that we are in receipt of their merchandise. They will then advise us when to ship.
“We consolidate smaller shipments into container loads. We do not own a ship, we actually buy space on vessels that ply the Caribbean. We have service contracts with several of these ocean carriers for container rates. Basically what we do is, we have our own tariff which is controlled and governed by the Federal Maritime Commission. So we are bonded and insured.
“At most of our destinations, we have partnerships with companies that operate private customs bonded warehouses,” he added. “So, our containers are then transported from the port of destination to a private off-the-dock facility that’s staffed by customs, whether it’s in Jamaica, Trinidad, or Barbados. What this does is it makes it more convenient for our customers. They don’t have to go to the port. Instead they will go to the off-the-dock facility, which makes it much easier to clear their shipments.”
CORE
The company’s core business is handling commercial shipments. Primarily shipments will include goods for hotels throughout the Caribbean, commercial goods such as computers, auto parts, air conditioning units and building materials. It mostly handles less than container load shipments, referred to as LCL (less than container load) or LTL (less than trailer load). The company also offers air freight service and is certified by the U.S. Transportation Security Administration.
Rhoden was recently inducted into the Florida Customs Brokers and Forwarders Association in recognition for his service to the industry. However, with the competition in the business, he’s not resting on his laurels.
“What is new business for us is really taking away business from the competition,” said Rhoden. “And at the end of the day, it depends on how much you have taken versus how much business you have lost.
“Really, there is very little new business, so to speak. You just have to keep the base that you have and try to keep our customers happy.”
