It’s often said that the language of international business is “broken English.” That’s certainly been my experience in over 30 years of trading fresh fruits and vegetables. I have a wealth of stories about reading between the lines, but one stands out: my time trading California citrus to Okinawa, Japan. This was before the age of email and instant photos. The climate in Okinawa is humid, and the shift in temperature and humidity when unloading a container of citrus created conditions where the edible wax coating on the fruit would “sweat,” causing the wax to turn white in places.
I received an urgent fax—yes, fax—from the client, warning that the citrus was causing “weirdness in school children.” How does one respond to that? After waiting out the time difference, I got on the phone. My Japanese was passable (and improved with a few cups of sake), and together we figured out what was happening. Once we could explain the natural phenomenon of wax sweating, the issue was resolved.
There was also the time, during preparations for my first trip to Japan and other Asian markets, that I encountered some confusion. Because my name is non-gender-specific and I have a rather deep voice, I received welcoming messages that began, “We would be delighted to meet Mr. Gray.” That could have been awkward!
Today, we have countless ways to connect with global markets: WhatsApp, WeChat, SMS, email (now considered old school). With multiple channels and translation apps, one might think “broken English” would be a thing of the past. Perhaps, but I’d argue that we aren’t quite there yet. I now work with clients from numerous countries, and one thing remains clear: simply dropping website copy into a translation app is not going to deliver the best possible communication. At best, it might produce something confusing or amusing; at worst, it could convey misleading or inaccurate information.
It’s crucial to understand that no technological advancement can replace the value of face-to-face interactions in business. Sharing a meal, drinking vats of tea, or even enjoying the local “adult beverage” is how I’ve built strong bonds across cultures. What has surprised and delighted me is that even as an “old gal,” I see that the importance of voice-to-voice or, better yet, face-to-face relationship-building still holds true with the new (read: younger) generation of importers. If someone isn’t willing to break bread or toast with the local drink of choice, I find it hard to fully trust them.
We take pride in being an industry where millions of dollars in trade are conducted largely on trust and the proverbial handshake. Partners are not chosen solely for their ability to copy text into a translation app. Knowing your customer and your trading partner goes far beyond pretty prose or appealing images on a website.
The Human Element Remains Essential
Let me be clear: translation apps are wonderful tools, but they have their limitations. They can help facilitate basic understanding but cannot capture the nuances that come with language and culture. For example, I once received a fax from a Japanese trading firm notifying us that their president would be arriving in Los Angeles “with the Indiana police.” That certainly raised some eyebrows. After a bit of digging, we figured out that he was actually flying into Los Angeles from Indianapolis. Another international crisis averted.
These translation mishaps are more than just amusing anecdotes; they remind us that, despite all the tools at our disposal, human judgment and cultural awareness remain essential. Language is about more than words—it involves context, tone, and the shared experiences that help build trust.
In the global produce trade, effective communication goes beyond technology to emphasize relationships and cultural understanding. While translation apps can support our efforts, they are merely supplements, not substitutes, for the human touch. In an industry where relationships can make or break deals, recognizing language subtleties and making the effort to connect with partners is crucial. The essence of communication lies in ensuring that messages resonate and foster genuine understanding, recognizing that nothing replaces the power of human connection—whether it’s picking up the phone, sharing a meal, or sending a message that respects the cultural context.
- Dawn Gray has over 36 years of international fresh produce experience working with growers, distributors, marketers and retailers in over 25 countries.
