In the complex world of international grain trading, where geopolitical tensions and market volatility can derail even the most established players, Harvest Group SA has found success through an unconventional source: the principles of judo.
Founded in 2015 in Switzerland by Almaz Alsenov, the company has grown to become a significant force in bolstering global food security by applying the martial art’s core tenets of adaptation, efficiency, and mutual prosperity.
For Alsenov, Harvest Group SA CEO and advisor to the International Judo Federation’s president, the connection between judo and commodity trading runs deep. “Both domains require reading the environment, adapting swiftly, and using resources efficiently,” he explains. This philosophy was validated when Kazakhstan celebrated its first Olympic judo gold at the 2024 Paris Games through Yeldos Smetov, who trains and leads men’s team at Jenys, the country’s first private professional judo club founded by Alsenov.
Harvest Group SA operations span from the grain-rich regions of Central Asia and the Black Sea to high-demand markets in Africa and Asia. Focusing on food supply chains and commodity management, the company’s approach mirrors judo’s fundamental principles:
*Adaptation*: Just as a judoka must adjust their technique based on their opponent, Harvest Group SA has developed flexible trading routes that can pivot quickly when geopolitical challenges arise. In a market where rigid thinking can lead to costly delays, this adaptability has proven invaluable during recent global supply chain disruptions and ensured the company’s impressive results. In 2024, the company traded 3.2 million tonnes of product, including wheat, corn, soy, and barley, four times more than it had in 2021, with a value of over $600 million.
*Maximum Efficiency*: Through strategic placement of processing facilities at key regions and a dedicated shipping fleet of coaster-sized and supra-size bulk vessels the company optimizes grain movement from field to market. Their network of storage facilities and transportation assets ensures consistent supply even during market disruptions. Like a judoka who minimizes unnecessary movement, Harvest Group SA’s streamlined operations eliminate waste in the supply chain.
*Mutual Prosperity*: As an officially accredited supplier to the UN World Food Programme, Harvest Group plays a crucial role in reinforcing global food security for people who need it the most, including some of the 152 million people who received assistance from the WFP in 2023. This embodies the judo principle of mutual welfare and benefit where success is measured not just in profit margins, but in positive impact on the communities.
For Alsenov (originally a professional judoka) the decision to move into the world of international food commodity trading was yet another battle to win. Coming from Karaganda, a city in Kazakhstan known to be the central hub for coal mining with tough living conditions, Alsenov worked his way into the national judo team through grit and determination. Fast forward to 2024, Alsenov has combined his judo values with an MBA business degree, which was a good fit for his move into a fast-paced sector.
It is not unusual for leading sports figures to transition to business after their sporting career. From basketball stars Shaquille O’Neal and Michael Jordan, footballing teammates David Beckham and Gary Neville, to tennis royalty Serena and Venus Williams, characteristics such as determination, focus, and self-reliance drive both sporting and business success. Today, Alsenov is among the richest former professional judokas in the world, leading the way for both the global judo community and his homeland Kazakhstan.
In judo, success comes not from overwhelming force but from understanding momentum and leveraging it effectively. Harvest Group SA applies this same principle to market dynamics, treating challenges as opportunities for innovation.
“The principles of judo teach us that true strength lies in flexibility and mutual benefit,” Alsenov notes. “In today’s volatile markets, this philosophy gives us a unique advantage. We’re not just moving grain – we’re building resilient supply chains to ensure food security for nations most in need.”
As global food security concerns intensify, Harvest Group SA’s model of combining traditional values with modern trading practices positions it uniquely in the market. The company’s growth mirrors rising optimism across Central Asia, while its operational principles derived from judo provide a framework for sustainable expansion.
Just as a judoka continues to refine their technique throughout their career, Harvest Group maintains a commitment to continuous improvement and adaptation.
