How COFCO International rebuilt trust under Chi Jingtao (Johnny) with alignment, values, and visible leadership....
By 2014, China was importing more than 100 million tons of grain annually, with soybeans alone accounting for the bulk. As Chinese living standards rose, demand had shifted decisively from rice, flour, and oil toward meat, eggs, and dairy. Behind every kilogram of protein sat demand for feed grain that Chinaβs domestic supply couldnβt fill. Food security had become structurally dependent on global supply chains that China did not control.
What Johnny Chi navigated in the early 2000s now looks like a dress rehearsal for the fault lines visible in 2026 β tariffs, supply-chain fragmentation, and the strategic weaponization of food security β all turning trust into a strategic currency.
COFCO, Chinaβs state-owned grain and food giant, had been a grain trader since its inception. But trading is not the same as controlling. To effectively shape global supply, Chinaβs leading grain, oil, and food enterprise needed to be global in a different way. In 2014, it made two concurrent acquisitions: Nidera, the century-old Dutch commodities trader headquartered in Rotterdam, and Noble Agri, the agricultural arm of the Singapore-listed Noble Group, operating out of Geneva. Together, they created COFCO International.
The logic was straightforward. Acquiring established traders meant inheriting teams, market access, and origination infrastructure. While faster than building from scratch, owning assets is not the same as running them.
With all the senior management of our two companies in the same place, we embarked upon our strategic journey.
Chi formally took over COFCO International in January 2017, arriving in Geneva with explicit mandates to control risk, complete the integration of the two acquisitions, and return the business to profitability. At the time, the company was still losing money, the integration of the two entities was incomplete, and the people he was supposed to lead were openly skeptical of him.
Chiβs first move was to acknowledge the trust gap. He walked into a town hall at Noble Agriβs Geneva offices and sensed the doubt in the room. βI could feel that not everyone trusted me. They were probably questioning whether a Chinese person could lead the company to become a world-class grain merchant,β he shared.
The unspoken question was whether a Chinese executive could actually run a Western trading company operating across five continents. The risk was not just underperformance, but misalignment. Lean too heavily toward Chinese management practices and risk losing international talent; defer too much and risk losing direction.
He chose to slow down and re-clarify direction. In April 2017, he convened all core executives of COFCO International. More than 50 leaders from various countries gathered in Rotterdam for a strategy workshop.. The goal wasnβt team building in the conventional sense. It was to make the companyβs direction something that had been collectively produced rather than handed down.
As he recalls, βWith all the senior management of our two companies in the same place, we embarked upon our strategic journey. Through that team training, we discussed and formed COFCO Internationalβs new mission, strategy, and vision, including our values.β
The positioning that emerged β anchored in Chinaβs domestic market strength while building genuinely global trading capability β was one that everyone had shaped, and therefore everyone embraced. For Chi, the process was also a way of testing alignment. βTeam learning helps us unify our thinking and reach a consensus.β Without consensus, execution would fragment. If the strategic direction is wrong or unclear, the more effort you put in, the further you stray from the goal. In a cross-cultural business, alignment has to be built, not announced.
Around the same time, an international HR executive, who was learning Mandarin, encountered the character εΒ (hΓ©). When he brought it to the team, asking what it meant, Chi immediately recognized the structure of the character as organizationally useful. ε is composed of three elements: δΊΊΒ (person) on top, δΈΒ (the number one, or unity) in the middle, and ε£Β (mouth, meaning both the food business and wordβofβmouth) at the base.
Chi seized on this as a management framework. For him, the logic was practical. In a company with the size and geographical reach of COFCO International, direct oversight has limits. Culture was a way to ensure decisions could be made consistently even when leadership was not physically present. It was the mechanism that allowed the organization to function without constant top-down intervention.
Person on top means the company is people-centered. Unity in the middle encodes the integration principle: βone team, one voice, one COFCO, one dream.β The mouth at the base connects the work to its purpose β food, and the stories that travel through an organization when culture is genuinely functioning. Coined βSunshine Culture,β ε became the foundation for a comprehensive cultural integration program rolled out across 36 countries where COFCO operated.
However, none of this would have landed without Chiβs approach to proximity. He was explicit about the trust gap and how he intended to close it by showing up. This was also a practical response to constraint. With language limitations and a geographically dispersed organization, visibility and repetition became substitutes for control.
On International Labor Day 2017, shortly after Chi took over COFCO International, he spent the holiday visiting all four of COFCO Internationalβs Brazilian sugar mills, including the cane fields, processing facilities, and the operational stretches between them.
The visits signaled a CEO present in the business and not just reporting on it. Stories like this travel through large organizations faster and further than any internal communication could. Chiβs own explanation was straightforward: βGoing onto the front lines of the business and pitching in on the work with our employees helps me to truly understand what problems they are facing, and help them solve these problems. This reduces the distance between us.β
Back in Geneva, he introduced practices imported from Chinese management culture that the company had never used: quarterly operational review meetings with all senior leaders present, investment committees, risk committees, and performance frameworks tied to individual accountability. The instinct in a Western trading firm, he found, was to manage through small rooms and informal conversations. Chi opened the rooms.
He also introduced WeChat groups for realβtime communication across time zones, navigating his own language limitations through a trusted assistant. βAlthough Iβm limited by language, with the help of my assistant, and through WeChat groups and various regular meetings, Iβm able to communicate with everyone without barriers, anytime, anywhere,β he explains. The system worked because it was consistent. That consistency, in an environment full of geopolitical volatility and cultural distrust, becomes credibility over time.
By 2018, COFCO International had turned profitable. The shift came from cumulative consistency β in governance routines, shared direction, repeated execution, and strengthened risk control, which gradually closed the initial trust gap.
Today, COFCO International operates across 36 countries with more than 11,000 employees and reported $38.5bn in revenue in 2024. Roughly 30-40% of its grain sourcing flows to China, while the rest serves global markets. That balance is the architecture Chi built: anchored enough in its Chinese mandate to have purpose, global enough in its operations to be credible across markets beyond it.
Cultural integration becomes a management architecture when people can explain how it shapes the way they make decisions.
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As geopolitical tensions continue to reshape global trade, Chiβs experience reads less like a singular corporate turnaround, and more like a playbook for multinational firms whose homeβcountry identity is always visible and scrutinized.
The Rotterdam sessions were a deliberate transfer of ownership. When executives across 14 countries are operating under strategic direction they helped produce, the friction of cultural difference is reduced. Back in their roles, they are not following the CEOβs vision β they are executing their own. This is the way to build trust without relying on authority alone.
ε worked because it encoded a legible theory of how the organization was supposed to function β people first, unified direction, shared purpose. Cultural integration becomes a management architecture when people can explain how it shapes the way they make decisions and run the business. Without this, alignment would require constant intervention.
Presence carries disproportionate weight in volatile environments. The quarterly reviews and in-person visits travel farther than the annual strategy document or the internal memo. Showing up is not just relationship management β it is the mechanism that accumulates trust in environments where it might not arrive automatically.
In 2026, when CEOs are asked to manage global operations under thicker geopolitical fog and diminishing trust, these three principles offer a clear, practice-based template: build strategy together, treat culture as infrastructure, and let presence do the work of earning trust.
August 29, 2023 β’ by Julia Binder in Videos β’ 4 min read β’ 
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