Workplace
LEADERSHIP
Full Steam
Ahead Adrian Joseph, CFO of Steam Whistle Brewing, talks laidback leadership and being green
Q
How has your previous experience (working for KPMG and Lion Brewery in Sri Lanka)
helped you in your current role? When I joined Steam Whistle, it had been in operation for just over two years and the startup had been great. Once we’d used most of the startup financing, we looked at our re-financing needs and cost structure needed to be viable going forward. At that point, Steam Whistle had a smaller volume than the smallest distributor I dealt with at Lion. So my experience was useful when it came down to structuring ourselves so that we could be viable and profitable.
Q: You say you were worried about finding a job in Canada after leaving Sri Lanka. What were your concerns? I was worried about not having Canadian experience. When I went to Steam Whistle, I was looking for a clerical position with the hope that I’d be able to work my way up. But it was hiring for a controller, and when founders Cam Heaps and Greg Taylor looked at my resumé, they decided I had the skill set and the experience.
Q: Describe your leadership style. I’m a go-getter. I want my team to take ownership of their roles. I’m very organized, so I expect my team to be, and I don’t get involved with everything it does — I’m not one of those guys who checks in on his employees daily.
Q: The brewery is an industry leader when it comes to green initiatives. Why is this so important to the company? Early on, we decided to make it a priority to protect the environment. We partnered with Bullfrog Power [a sustainable energy company] and pay a premium for the hydro we consume; we use bio diesel to fuel our trucks, which have lower emis- sions, and pay a premium for that too. These are investments, but the savings
are intangible — you can’t put a dollar amount on saving the environment.
Q: Steam Whistle has become a Toronto landmark, with its tours and event space. Is this a priority for the company? We host about 250 events each year, from weddings to concerts. We also do tours of the facility, which is a great way to get people to see, feel, taste [every customer gets a free beer sample at the end of the tour] and experience the brand. It’s also been great for marketing.
Adrian Joseph worked as a management consultant for KPMG and was a marketing accountant at Lion Brewery in Sri Lanka before joining Steam Whistle in 2002. — Lora Grady
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MARCH 2017 | CPA MAGAZINE | 19
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