nwasianweekly.com
Sept. 23, 2006

Penny and Frank Fukui own an office equipment supply company called Woodburn.

Woodburn guided by personal values
Entrepreneur of the Year Awards Dinner

By Pat Tanumihardja
For the Northwest Asian Weekly

“David in a Goliath industry” is how the Fukuis describe their family-owned and operated Woodburn Company.
Founded in 1957 by Jack Woodburn, Frank and Penny Fukui purchased the office equipment supply company from him in 1989.

In the face of multibillion-dollar competitors such as Xerox and Ikon (Ricoh and Canon dealership), Woodburn has set itself apart through hard work and perseverance. Penny stands by her favorite “successory” — persistence. “No matter what, you will not succeed if you are not persistent,” she explains. “If you don’t pursue it, it’s not going to happen.”

This positive attitude led to Woodburn acquiring the accounts of Nordstrom and the City of Seattle in 2005, which more than doubled its business. With its impeccable record, and a strategic alliance with another company, it won the contracts to service these big clients, a seemingly impossible feat for a small company.

Despite competing with giants in the industry for business, Woodburn Company never let size be an obstacle. “We think competition is good. We look at it in a positive way, giving us an opportunity to work harder and smarter,” explains Penny. “It also forces us to think ‘out of the box.’”

Woodburn has since signed contracts with Ricoh Corporation and Ricoh Business Systems to pursue business with Port of Seattle and King County, and it looks forward to future growth in the corporate and government arenas.

“This does not diminish the importance of our local area small business customer base,” emphasizes Penny. “We treat every customer like they are our only customer.”

For all the Fukuis’ hard work, Woodburn won the Northwest Minority Business Council’s Supplier of the Year award two years in a row, starting in 2005. “It was special because it comes from our customer as a result of our service to them,” says Penny. “Nordstrom’s signature is customer service, and they expect the same level of service from their suppliers.”

Excellent customer service, though integral, is only one aspect of the Woodburn philosophy. Inclusion and integrity are also part of this philosophy, which stems from the Fukuis’ common experience and history. “Our personal values are woven into the fabric of our business,” says Penny. She and Frank have been stung by discrimination, both overt and subtle, from the moment they were born. Penny and Frank spent the first few years of their lives in the Minidoka internment camp during World War II. Although they have often been treated like outsiders, they have managed to turn these negative experiences into something positive.

“We have come a long way in our efforts to remove discrimination barriers, to treat others as we would like to be treated. (We have) earned the right for recognition and resources and established a place for respect,” says Penny. “Inclusion is an important, seamless part of our company’s interface with customers, and it has played a large role in establishing (our) presence in the Puget Sound area.”

Whether hiring employees or servicing customers, Woodburn Company treats all people the same. “Regardless of disability, ethnic group, orientation — sexual or religious — we include everybody,” insists Penny. “It’s the opposite of discrimination.”

Integrity is also key, whether in their personal or business lives. “Without (integrity), we are nothing,” says Penny.

This summer, Penny and Frank were elemental in stopping the state from making a decision that would eliminate small and minority- and women-owned businesses from participating in state contracting. “Frank and I met with RFP (request for proposal) decision makers at our state capitol and appeared on primetime TV news,” she recalls.

The Fukuis have long been champions for the underrepresented, ethnic minorities and the economically disadvantaged. Before joining Woodburn, Penny spent many years devising programs to provide minority students with academic support, financial aid and career opportunities at universities and colleges. Both Penny and Frank actively support the Executive Development Institute, the Northwest Minority Business Council, the Center for Career Alternatives and numerous other organizations.

The Fukuis are now awaiting word on whether they will be named 2006 Asian American Entrepreneur of the Year, an award that will be given out by the Northwest Asian Weekly Foundation on Oct. 14.

According to Penny, their ultimate goal is to level the playing field. “It will be a great day when all the special programs we have worked on for these groups do not exist because we can truly say we are equal,” she says.

For more information, visit www.woodburnco.com.

Pat Tanumihardja can be reached at info@nwasianweekly.com.

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