The Chicken King that Dominates Hualien｜Ajun Free-Range Chicken
Hualien Markets - Exclusive Interview with Ajun Free-Range Chicken
#ChongqingMarket
Text/ HUANG Chia
Translation/ HUANG Chia
Photography/ HUANG Chia
Ajun Chicken, a well-known free-range chicken stand in Hualien, has customers all over Taiwan. From hot fried seafood restaurants to barbecue shops, from airplane food kitchens to five-star hotels, from the well-known local gourmet restaurants to banquets during the president's visit, restaurants that pursue the ultimate taste are almost all customers of Ajun's chicken.
“In the past, there was a woman who came to buy dozens of chickens every Chinese New Year to give to her friends. We have a lot of retail investors in Taipei, and every day after the market closes, my husband will continue to work on delivery orders, and there is no time for him to rest at all.” said Mrs. Ajun. Generally, we can’t see much difference between chicken and chicken, and it doesn’t make any difference to buy elsewhere. However, for Ajun, there is a way to achieve such an extreme standard, that is why their customers are all over Taiwan.
Ajun only sells mature chickens that are more than half a year old. Most of the chicken breeds are raised in the wild fields of Chishang and then brought to Hualien for slaughter. The chicken breeds are diverse, and include fresh and tender chickens, chewy chickens, popular corn chickens, half free-range chickens, slightly harder Southeast Asian Wenchang chickens, and soft and sweet chickens.
18-Year-Old Boy
Mr. Ajun’s parents were originally chicken farmers from Chishang. At that time, Mr. Ajun was still in high school. After graduating from high school, he was going to work at the Chishang Farmers’ Association. However, the good quality of their chicken was very stable, and he decided to produce and sell his own chicken when he started an apprenticeship. ”The reason why he chose to come to Hualien was because he saw that Hualien’s tourism industry was well developed, the economic conditions good, and that there are better business prospects. So, he wanted to come to Hualien to have a try. Mrs. Jun said: “When my husband first came to Hualien, he was only 18 years old. He came with his mom to Hualien's traditional market to sell chickens, but they could only sell two chickens per day because they were new and not locals. It was impossible to run the business well without having people get to know them .”
Although it was very difficult to operate in the early days, Ajun always insisted on providing customers with the freshest and highest quality chicken, and gradually he became famous. Mrs. Ajun said: “ In the early days, we didn’t kill the chickens in the slaughterhouse, we slaughtered in the marketplace right on the spot. In order to slaughter in the market, Mr. Ajun usually gets up at three o'clock in the morning. The reason why their chicken stall gradually became popular is that the chickens were slaughtered right on spot after customers have paid, so it’s totally fresh. Therefore, the business gradually stabilized when some customers brought in more customers.”
Later, after the government stipulated electric slaughter, Ajun then set up an electric slaughterhouse called Kimura, near Donghua University. He brought chickens from Chishang to the slaughterhouse twice a week and sold them right after. Mrs. Ajun says, “We try our best to produce and sell chickens on a simple supply chain, in order to maintain good quality. If we follow a wholesale pattern, the problem of insufficient maturity of the chickens is prone to occur. We also insist that the chickens brought from Chishang must be killed within two days before they go to the customers.”
Hit Hard
Although the business has gradually stabilized, they still faced several challenges, one of them was chicken theft. Mrs. Ajun said: “About ten years ago. There were shortages of wild raised chicken at the economic market at that time. After two or three days without going to the chicken coop, hundreds and thousands of chickens in the house were stolen.We did facilitate a monitor, and when I was about to call the police, my husband said that the thief must have been in a desperate situation to have stolen the chickens, and he chose to let the situation go. Mrs. Ajun says, “No matter what unfavorable situation happens, he always lets go. I am a person with strong conviction that things are either black or white. For me there is no color of grey, but when I see my husband, he always chooses to let go when problems come.”
Then came another big challenge. On August 8th, 2009, a typhoon with destructive power visited Taiwan, and the Ajuns lost millions of NT dollars overnight. “The so-called 88 Typhoon blew all the chicks into a ditch. Half of the mature chickens died, and the entire tin-roofed chicken coop was blown away by the wind. Millions of dollars were lost.” However, no matter how many difficulties they have faced, they have battled each one by one, gradually gaining a firm foothold as the No. 1 brand of Hualien chicken. Such achievements are not only due to Ajun’s high quality requirements, but may also be related to their loving and compassionate attitude towards others.
‘Management of Love’ Guideline
Mrs. Ajun said: “Our employees stay with us for a long time, and it is harmonious working together! In fact, it's only about loving kindness and generosity: offering bonuses, raising salaries from time to time. We don’t have limits for salary increases, and we raise the payment all the time.” Working at Ajun’s Chicken, the employees are treated with trust and respect. “When there are no customers visiting, they can leave for a little walk in the market freely. And as soon as customers are around, they work with full power. Each one of them treats our stands as if it’s their own.” said Mrs. Ajun.
Dominating the Chicken Industry
When talking about the dominance of the Hualien chicken industry, I want to know why, when there are three stalls in the same market, Ajun’s Chicken still can have endless customers coming to three of them. I really want to understand the secret behind the success. Mrs. Ajun tried to analyze: “I guess it's because we are very honest. We prefer making small profits so as to sell more. In addition, our environment is clean and hygienic. The cooked meat does not have too many additives, that is why our customers like it so much. Furthermore, even when we are so busy during the New Year's days, we still do not cook the chickens beforehand and then store them for sale . We still prepare the next day’s supplies every night at around 8 pm, my high school aged daughter would even come to help. Not only do people love our products but we, as the seller, love them too. If you yourself provide a product that you dare not eat, you can't give it to others! For example, my daughter would always say that she really misses our chicken after she has not eaten any of it for a while!”
The wild chicken company from Chishang has now passed its third decade of existence, and is in its fourth. Ajun has also endeavored to run his business the entire span of time since he was an 18-year-old boy until today. He takes care of his family and keeps a large number of employees, supporting their lives. From a little known stall which sold only two chickens per day until today, the company has become the hottest premium chicken seller in Hualien, and has chicken delivered all over Taiwan. Ajun’s chicken is not only delicious and fresh, but what is more, behind the good taste is the endeavour and dedication of Mr. Ajun’s passion and courage for his career .