Our Purpose and Values


AJE believes in a bigger world. Where people dream bigger, go further, enjoy the good things of life, and grow and prosper together.

We want to be part of making this dream a reality.


By Inspiring, Empowering, and Transforming a world without limits.



  • We bring inspiration, enjoyment and quality to people around the world, encouraging them to aspire to better things. By anticipating consumers’ desires, and through innovation, we create new markets and segments. By challenging conventions and pursuing opportunities for growth, we fulfill our own Bigger World Dreams.



  • Our business model empowers our consumers, partners and employees to grow and prosper with us. By creating jobs and supporting entrepreneurs and independent businesses we seek to enhance the opportunities and wellbeing of people wherever we operate.



  • We believe business should be a force for good. We are a family-run business, with strong values and culture, striving to play a big part in the transformation of the emerging world. We want everyone at AJE to share our Values and our dream of a bigger world.


AJE’s Values



Entrepreneurship is in our DNA.


Our efforts are reflected in what we do and how we do it. As Entrepreneurs we look at the world in a different, innovative way. Where others see problems, we see opportunities.






Ideas move the world.


We believe in people who dream and imagine a better world, and together we will succeed in creating one. We care about doing things better every day. We believe in ideals, set goals and look for ways to achieve them. We have already come far, but can still go much further.








We are a company that shows energy, courage and enthusiasm in everything we do.


We do our best to achieve our full potential. It’s the way we are, live and feel. Passion makes us stronger. Each day we wake up with the conviction that we can conquer the world.






Our job is to do what others consider impossible.


We are bold in setting our goals and taking action because we know that nothing is impossible.








We are united by a common goal: “Prosperity for all”.


We know that the whole is greater than the sum of its parts. We value empathy and team work, and recognize the importance of every member of the global AJE Family.


See also

  • Our business and growth model

    AJE’s business model

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  • Key Facts

    AJE, a leading multination...

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  • History


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