Attaining the American Dream

By Dan E. Niño
September 2001

In his youth, Eddie Caguioa Ferrer dreamed of becoming a lawyer. But when circumstances beyond his control nipped his dream in the bud, he settled for the next best thing: he worked in the customs brokerage industry where he immersed himself in legal matters and legal jargon, often staying up late at night to acquaint himself with the nuts and bolts of the business' operations.

Little did he realize that he would one day own his own company, and join the ranks of successful immigrant entrepreneurs who attained the American dream.

Today, he sits as founding president and chief executive officer of E.C. Ferrer, Custom House Broker,Inc., a full service freight forwarding and custom house brokerage firm. Shunning publicity despite his stature in the community as a man who has hit "the bigtime," Ferrer nevertheless occasionally steps out of his cocoon to emcee Filipino-American dinner-dances. The requests for his presence in such events are plentiful, and he balances this with his unassuming personality, perhaps cultivated during his years in a seminary where he learned, and still lives by, the teaching from the scriptures that "He who exalts himself shall be humbled, but he who humbles himself shall be exalted."

A native of Dagupan City in the Philippines, the 57-year-old Ferrer took the long and winding road towards success, starting out as a radio personality doing stints as a broadcaster and radio station manager in Baguio City, while moonlighting as an English and History teacher at St. Louis University High School and Mass Communications professor at the university level, also in that city.

Lured by the prospect of greener pastures and prodded by his father, a 1973 graduate of the Philippine Military Academy and former Philippine Air Force pilot, the young Ferrer migrated to the United States in 1974, landing in San Francisco where he joined Arthur J. Fritz & Co. in July of that year. His tenure with the company provided him several years of experience in shipping, customs brokerage, marine insurance, warehousing/distribution, project programs, international consolidation and marketing.

In October,1981, he joined Sunjin Shipping, a Korean company which hired him to organize Speedway International, Inc, a U.S.-based shipping company.

Two years later, Ferrer joined Transmodal Transport as vice-president for marketing.

Like any other person with entrepreneurial spirit and creativity who took the risk of getting self-employed, Ferrer took the Broker's Exam in 1984 and eventually received his broker's license in 1985. With that broker's license tucked in his belt, he formed his own company in May of that year, harnessing a combined 26 years of experience in the shipping, custom brokerage, and freight forwarding industry.

You might say it is a worn out cliche, but Ferrer derives his energy and inspiration from his very supportive, loving and charming wife of 21 years, the former Rhenee Mandapat of San Carlos, Pangasinan. From a sole proprietorship with his wife serving as his Girl Friday, the business has grown to a company with 18 employees working for him. Rhenee now works with the company in charge of personnel.

Lending very valuable support is his sister-in-law, Virginia Mandapat Coquia who is the current general manager of the company. She joined E.C. Ferrer, CHB in 1989 after years of service with the Naval Shipyard in Long Beach as a divisional manager. Proving her mettle, Coquia was among the first who took the exam and became a Certified Ocean Forwarder.

As a new company, E.C. Ferrer CHB initially offered the following services: custom clearance, logistics, distribution, warehousing, and shipping consolidation.

Naming his company after the seven countries that formed the initial core group that transacted business with him under an affiliate company, American Pacific Container Line, Inc., Ferrer co-founded "The Seven Samurai Friends" in January 1985. Those countries were Hongkong, Taiwan, Japan, Korea, Singapore, Bangkok, and the Philippines.

To stay afloat and competitive, Ferrer is adding another project to his already diversified operation, targeting retired Filipino-American expatriates in the United States who are relocating to the Philippines. With substantial savings or discounts, his company will represent these retirees or returnees who ship their personal effects and belongings to the Philippines.

America Pacific Container Line, Inc. is one of the largest shippers of merchandise from the Orient. Ferrer pointed out that because of the great amount of cargo the company brings into the United States, he is able to negotiate the lowest possible contract rates with the steamship industry.

He said, "We offer extremely competitive rates. Whether you import 10 cubic meters of merchandise a month or 20 containers, you can save money. The average savings importers enjoy by using our full container or loose cargo service ranges from 5% to 40%.

They handle their clients' import and export needs under one roof with a staff of experts each with over ten years' experience in the industry.

Majority of Ferrer's staff have completed a Customs Broker course and continuously participate in seminars regularly conducted by U.S. Customs, the Brokers association, and other government agencies like Federal Maritime, Department of Commerce and Federal Drug Administration.

What sets them apart from other competitors according to Ferrer is their personalized service. "We pride ourselves on excellent customer service and follow-up," Ferrer said.

The company's main office is conveniently located on Atlantic Blvd. in Long Beach with a branch office at the airport area to handle air shipments. It also has a huge bonded warehouse managed by another affiliate Pyramid Transportation Systems, Inc. based in Carson close to the ports of Long Beach and Los Angeles to house its cargo from overseas before they are promptly transported or delivered to consignees.

E.C. Ferrer CHB now has worldwide representations particularly in Asia, United Kingdom, Germany, Spain, Mexico and South American countries.

Since its establishment in May 1985 to date, E.C. Ferrer is proud to have secured 165 accounts inclusive of accounts requiring full logistics like Tatak Filipino/Calmark, Fuji America Corporation, Cathay Pigments, American Accessories, Monier Rooftile, Laube Corporation, Macro International, American Furniture, and Ogo International of Mexico.

E.C. Ferrer CHB's mission statement is to treat all clients -- big or small-- equally, with personalized service and the best available technology based on constant study and research. Majority of the staff had completed a Customs Broker Course study and continuously participate in seminars regularly conducted by U.S. Customs, the Brokers Association, and other government Agencies like Federal Maritime, Department of Commerce and Federal Drug Administration.

Initial services were then catered to import shipments (cargo coming into the U.S. ports) and how they were processed and cleared with U.S. Customs and subsequently distributed to ultimate destinations in the U.S. The logistical services included selection of reliable carriers for both intra and inter-state traffic movements and availability of a reliable Customs Bonded Warehouse for sorting and distribution. Through another affiliate company, Pyramid Transportation System, Inc., E.C. Ferrer is able to provide a package deal of "a One Stop/One Shop Offer."

Another significant turn of events took place in 1988. E.C. Ferrer CHB was approved to go on-line with U.S. Customs' Automated Broker Interface systems. This procedure allowed the company to submit entries directly to U.S. Customs in Washington D.C. via computers using an approved software program to clear import shipments electronically. During this period, E.C. Ferrer joined the National Brokers Association of America and the Los Angeles Brokers and Forwarders Association.

The 1990s can be considered as the expansion period of the company, having established and acquired from the Federal Maritime Commission the license to operate as a "Freight Forwarder." A division was introduced into the company to handle export shipments.

In 1993, E.C. Ferrer together with some members of the National Brokers and Forwarders Association of America sponsored a "Project Study Program" to certify and professionalize the "Freight Forwarding Industry" by introducing a nationwide certification exam. After three years of preparation, the first exam was conducted in 1996 and Virginia M. Coquia, the company's general manager successfully passed the tough examination to become one of the first certified forwarders of the country with the title attached to her, COF or Certified Ocean Forwarders.

E.C. Ferrer Custom House Broker, Inc. was incorporated in 1996

Providentially, E.C. Ferrer was also recently approved by U.S. Customs to participate in the "Remote Filing Program." This will now allow E.C. Ferrer to clear cargo in other ports electronically under a "nationwide Permit" for Out of State clients. An application has been established to Customs' Ports in San Francisco, Chicago and New York.

Clearly, Filipino-American owned business establishments as exemplified by E.C. Ferrer, CHB can also compete in mainstream corporate America.