New Orleans has long been a vital gateway for global trade, connecting the U.S. to markets around the world. While mega-companies use local ports to ship their goods, smaller, often family-run local companies also play a key role in global trade. These companies not only embody the resilience and adaptability necessary to survive in an ever-changing global market but also maintain a sense of tradition and community that sets them apart from their larger, corporate competitors. And in their successes lie lessons on how to thrive in the competitive world of global trade.
Argo Fine Imports
One such company is Argo Fine Imports (AFI). Founded in 1979 by Don MacMaster, AFI began as a small operation supplying fine imported wood products to distributors and original equipment manufacturers. Today, under the leadership of the second generation—Robert, Kenny and Ryan MacMaster—the company has expanded its reach significantly.
“Don is still a pivotal part of our operations today,” said Robert MacMaster, vice president of Argo Fine Imports, reflecting on the role his father continues to play in the business. “We’ve grown to four offices, with three international branches, directly employing over 15,000 people across all our plywood mill operations.”
One of the key elements in Argo’s evolution has been its ability to adapt to the rapid technological changes in the maritime industry.
“We continue to evolve on a yearly basis, as shipping and business environments are ever adapting,” Robert said.
Originally, Argo Fine Imports relied on break bulk shipments, which were standard for plywood cargo out of Southeast Asia. Since 2010, the company has transitioned to containerized cargo, drastically reducing water transit times and minimizing the risk of damage from shifting cargo or water intrusion.
“Switching to containerized shipping was a game-changer,” MacMaster said. “It forced us to make significant IT investments to handle the mounting paperwork and to get a real-time snapshot of our operations.” This technological upgrade has allowed the company to manage a complex logistics network that includes thousands of containers on the water at any given time, arriving from over 20 countries.
That’s not to say there haven’t been challenges. Like many businesses in the maritime industry, Argo Fine Imports has faced its share of obstacles as it battles to respond to changing global trade dynamics. Political instability, tariff changes and supply chain disruptions have all influenced the company’s strategies.
“The anti-import political environment has been an ever-changing supply environment,” MacMaster said. “We often re-evaluate and reconfigure our sourcing and supply chains to adapt to these changes.”
To stay competitive amid the rise of larger, corporate-owned maritime companies, Argo relies on its core principles of adaptability and customer-centric solutions.
“Being a smaller, family-owned company allows us to quickly adapt to market changes and our customers’ needs,” MacMaster said. “We focus on tailored solutions for everyone from Fortune 500 companies to smaller cabinet manufacturers.”
Westfeldt Brothers Inc.
Like a good cup of coffee, success is brewed with quality ingredients, patience, and care. That’s what’s worked for Westfeldt Brothers Inc. Founded in 1851 by Gustavus Adolphus George Westfeldt, the company’s history that dates to the earliest days of green coffee trading in the United States.
“It began with the emigration of my great-great-great-grandfather from Sweden to Mobile, Alabama,” said Shelby Westfeldt, a current coffee trader at the company. “In 1853, we moved to New Orleans, and by 1880, Westfeldt Brothers Inc. was recognized as one of the principal green coffee importers in the nation.”
The company has evolved significantly over the years, particularly with advancements in technology that have changed how business is conducted.
“One of my father’s first jobs was to walk down to the New Orleans Board of Trade twice a day to get the updated coffee prices,” Westfeldt said. “Now, we all have real-time screens, so business happens much quicker!”
“One advantage we have, being such an old and established company, is the relationships we’ve built, which make it much easier to handle challenges” like global trade disruptions.
In an industry increasingly dominated by large corporations, the company has maintained its competitive edge by staying true to its roots.
“Our customers always come first,” Westfeldt said. “We appreciate any business, large or small, and always try to convey that.” This customer-centric approach has allowed the company to retain its relevance and reputation in the competitive world of coffee trading.
Working with family members is also a core aspect of Westfeldt Brothers Inc.’s success.
“It’s very interesting!” Westfeldt said with a laugh. “I think it comes easier to us because we’ve all watched the generations before us do it and learned from their successes and mistakes. We definitely have a lot of fun working together.”
Local ports play a crucial role in the company’s operations, serving as a vital link in its supply chain.
“We have a strong relationship with the Port of New Orleans,” Westfeldt said. “We feel very lucky to have them as an ally and a resource, and we cherish the support they provide to trade companies in our community.”
Both Argo Fine Imports and Westfeldt Brothers Inc. underscore the importance of local ports in their success. They not only facilitate the efficient movement of goods but also support a thriving community of local businesses.
“Our ports and distribution network are key to our success,” MacMaster said. “We’re only as good as the people we work with, and each port location plays a pivotal role in a smooth, reliable transfer of goods.”
Westfeldt echoed this sentiment, highlighting the port’s historical significance and its continued relevance in today’s global economy. “There are so many imports that come into New Orleans, coffee being a big one,” she said. “There is so much history here, and we’re thrilled to be a part of it.”
As they look to the future, family-owned companies that have managed to thrive, like Argo Fine Imports and Westfeldt Brothers Inc. remain committed to their values while embracing innovation and sustainability. They stay current while focusing on resilience, flexibility and community.
“Our success is not just about the well-being of our families but also about the thousands of families in Southeast Asia and the manufacturing facilities we work with,” MacMaster said. “Staying true to our roots while embracing change is what drives us forward.”
For Westfeldt Brothers Inc., the legacy of coffee trading that began in the mid-19th century continues to thrive in a modern, fast-paced world.
“We have a lot of history, and we plan to keep building on it,” Westfeldt said with a smile. “Being a part of New Orleans’ maritime industry is not just a business for us; it’s our family’s legacy.”
Drew Hawkins is a writer and journalist in New Orleans. He’s the health equity reporter in the Gulf States Newsroom, a collaboration among public radio stations in Louisiana (WWNO and WRKF), Alabama (WBHM) and Mississippi (MPB-Mississippi Public Broadcasting) and NPR. He’s also the producer and host of Micro, a LitHub podcast for short but powerful writing.
