Dramatic global events turn traditional patterns upside down

Unpredictable markets following the global economic meltdown have made it near impossible for freight forwarders to plan for months ahead, said Fernando Branco, managing director of Reliable Freight. “The patterns have changed quite dramatically in the past few years and it is quite difficult to determine trends. We are seeing that volumes are inconsistent, going from very low to very high in a matter of months, making planning exceptionally difficult.” He said that, while 2011 was proving to be a reasonable year in terms of volumes, it had once again showed how unpredictable the market was – with March, April and May being very quiet before they had a record month in June. “Because importers are not holding large quantities of inventory stock, forwarders must be able to move cargo as and when it is required. It is then also moved under pressure and you have to be at the top of your game.” Branco told FTW that this also required forwarders to be more flexible than ever before. “A client may move 20 containers this month, but then none for the rest of the year, or change that to 50 next year. Freight forwarders need to be in tune with their clients and the changing market to be able to adapt and handle whatever comes their way.” Reliable Freight, which has been in business since 2006, earlier this year completely rebranded itself in the market place, launching not only new corporate colours but also a new logo. “We put a lot of time and effort into choosing the right look for our brand that shows what we are about,” said Branco. With bright orange as their signature colour it is all about being bold and out of the ordinary, focussing on doing business differently. “We believe this new branding is saying that we are in touch with our clients and the market and, like our name says, we are reliable.” According to Branco reliability remains a key factor in the highly competitive market, especially with fears of a second recession looming on the horizon. “Now more than ever, close personal relationships are coming into play along with good communication,” he said.