TNJ - October 2001 Feature Story - Robinson: The Spirit Of a True Pioneer

October 2001

Robinson:
The Spirit Of A True Pioneer

By Feona Sharhran Huff

For more than 20 years, John Robinson has exemplified the essence of an entrepreneurial spirit and an incredible work ethic which dates back to his days when his great-grandmother, who worked in the steel industry during World War II, taught him how to weld.

Robinson caught the work-for-self bug in his mid-20’s by forming Black Diamond Enterprises Ltd. in 1978 to control his destiny. Using his own money along with loans from family and friends, Robinson purchased the supplies he would need in order to manufacture carts, racks, and stands made out of stainless steel, a solo venture started in the backseat of his car in Washington, DC.

“I didn’t have a business card and I didn’t have a business address, but people knew that I would be around every 30 days and that I would always ask [them] to pay me for what I made for them or sold to them,” Robinson said. “My logic was that if the customer
wasn’t happy and if he didn’t pay me, I knew I didn’t have a customer.”

Starting off with nothing, Robinson quickly made $5 million in sales in the first few years. His first client was Si Handling, a systems engineering and manufacturing company which he said had a tremendous influence on his success. It was the first company he worked for after college, rising to the level of manager. Robinson gave the name of J. Frederick Canady, director of minority business development at Pepsi-Cola, as one of the people who have contributed significantly to his success.

He said he first met Canady at a luncheon held by the National Association for the Advancement of Colored People (NAACP) in 1997 when Canady and Pepsi-Cola were being honored for their work with minority businesses.

Robinson introduced himself to Canady and briefed him about Black Diamond Enterprises Ltd.

“What impressed me about John was that he was exceptional in what he did. I don’t meet many people in the stainless steel manufacturing industry,” Canady admits. “I promised to visit his company.”

When Canady visited Robinson’s 4-acre, 200,000 sq. ft. Easton, PA-based plant, he was impressed.

“John has a kind of faith and willingness to plow ahead that a lot of people just don’t have. He moved from Washington, DC, where he had a couple of businesses, but was willing to take [Black Diamond Ltd.] to Pennsylvania. He had taken over a very large plant that had been abandoned. He was willing to bite off that huge chunk. You have to be impressed by what he’s been able to do with the commitment he has.”

Canady said he wanted Pepsi-Cola Co. to forge a business relationship with Robinson, although there was a minor technicality.

“John has been making racks for a company that used to be our sister company, so he was already in the business,” said Canady. “What I was trying to do was find a similar need that he could supply. The challenge was introducing him to the right buyer and getting that buyer to visit him to see that he was a potential supplier, and that he could supply us.”

Canady thought about things that Robinson could do for Pepsi-Cola Co. , and his finding a buyer interested in Robinson’s potential turned out to be the key to a successful relationship between the two companies.

One of those ideas was equipment testing. Robinson started a center to test the Pepsi-Cola’s vending machines before they went into malls and other places and has been doing that for the past four years.

Robinson said that without Pepsi-Cola’s minority business development program he could not have reached where he is.

He said that Canady makes sure that people understand what the real deal is.
“He doesn’t sugarcoat it or tell you something is going to happen and it doesn’t,” said Robinson. “He’s straight and up front with you.”

Robinson has tested credit cards used for debit in purchasing items such as groceries, clothes, electronics, and ATM withdrawals, and recently completed tests for Frito Lay’s vending machines.

Robinson is now testing new designs, new applications, and new technology. Last year, Black Diamond made $1 million plus in sales, and said he wants to sell more this year.
Richard F. Steffen, department director of U.S. Equipment Systems for McDonald’s, has been doing business with Robinson for the past 16 years because of what he said was Black Diamond’s commitment to excellence, productivity, and work relations.

“McDonald’s traditionally works with suppliers on a project basis. As we’ve grown, so have they,” said Steffen. “Robinson truly values his relationship with McDonald’s, which is mutual. We’re happy he’s a part of our family.” Robinson’s dedication to manufacturing and to his customers points to his staying power as a leader in the stainless steel industry in which he will likely continue to be around for years to come.

Send a Network Journal Greeting Card With Music to a loved one or friend. In preparing to celebrate Black History Month (February) here in America, the theme of our greeting cards for the next two months will feature famous people of color from the last century.

The music to accompany the cards are Motown and Reggae songs.