Meat+Poultry - July 2020 - 60

FA M I LY B U S I N E S S F O C U S

"Everything
in family
businesses is
in some way
personal."
- CRAIG ARONOFF

MEAT+ POULTRY | 07.20 | www.meatpoultry.com

Family Business Consulting Group

60

that could affect their business operations,
almost nobody could have predicted the
devastating and widespread impact a global
pandemic would have. Craig Aronoff, PhD, cofounder and principal consultant of Chicagobased Family Business Consulting Group, said
crisis management in family-owned businesses
includes a layer of complexity that not only can
make or break the company, but also threaten
family bonds.
"Everything in family businesses is in some
way personal," Aronoff said.
"We're not talking about executives that are
working for boards of directors that represent
hundreds or thousands of shareholders. We're
talking about folks who own the business,
who interact with each other daily and feel
deeply about what is going on," he said, which
includes not only profitability considerations,
but extends to a genuine caring about the
people side of their businesses, including
employees and customers.
"All of this takes on an even greater weight
because it's more than just business," he said.
In family businesses, almost every decision
and planning process is personal to the family
owners whose considerations extend to their
relationships with individual employees, and
even with their customers. Sam Edwards said
his family business paused at the outset of
the pandemic.
"We actually closed for two weeks to kind
of come up with a strategy to be safe for our
employees," he said.
Part of the strategy was for the company's
two retail stores to require workers to wear face
coverings and the stores only offered curbside
service until late May. The stores then opened

in June with 50% capacity restrictions along
with Plexiglass shields at checkout and extra
handwashing requirements for workers. The
plan for reopening was discussed and agreed
upon long before the closed sign was removed.
"We start with families and say, 'look,
you really need to be on the same page; you
really need to understand what you're trying
to accomplish. You need to talk these things
through, and you need to have a clearer view of
how you relate with each other,'" Aronoff said.
He added there are advantages and
disadvantages for both start-up family
businesses and companies with a long history
of family ownership.
"I'd say one of the great things about
family businesses that have been passed from
generation to generation is that they have had
experiences with all sorts of circumstances in
the course of their history," he said.
Keeping a business afloat through what
might seem like unsurmountable scenarios early
in the history a family business can serve as a
survival raft when the waters become troubled.
"I literally work with some family
businesses that are over 100 years old who
can talk about what they did when the Spanish
flu hit," Aronoff said, "or they'll go back and
think through the Great Depression and other
circumstances like that. And that puts things
in perspective, they're able to look at the long
term, understand cycles, have a sense that
'we've accomplished and overcome serious
challenges in the past' and so there is a kind of
confidence that 'we will overcome and we will
find a way through this.'"
He added that when it comes to risk
tolerance and taking on debt, longtime
family businesses tend to skew toward being
conservative, many with strong balance
sheets and a mentality of "cash is king"
which might have been a philosophy from a
previous generation owner who lived through
the Depression.
On the other hand, many first-generation
family businesses are entrepreneurial and don't
have a deep bench of life experiences to rely
on or vast sources of financial backing to rely
on through crisis situations.
"The entrepreneur is a scrambler and
the entrepreneur is going to try and figure
things out," he said, which sometimes means
deciding when or if pay cuts or benefit


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