FLEDGLING LOGISTICS service provider GoReefers has established a South African hub as a first move toward globalisation and already impacted on the market after three months in full swing.
Formed by four former reefer shipping executives last year, the Rotterdam-based company has taken over Fruitlink, a local logistics company with offices
in Cape Town and Durban, and is in the process of
finalising a joint working
agreement with Cambridge Refrigeration Technology (CRT) of the United Kingdom. CRT specialises in refrigeration transport and the storage of perishables.
At the helm of GoReefers Southern Africa is Delena Engelbrecht, for the past two years logistics manager for Dole South Africa
and previously distribution manager at Unifruco for 15 years. Also on the team as a full-time consultant is Johan Strydom, former logistics manager for Unifruco.
For now the company is concentrating on deciduous and citrus but the intention is to handle the complete South African basket eventually.
In conversation with FTW this week, Engelbrecht said GoReefers had already signed up four major clients, SAFE (South African Fruit Exporters), Katope, Vintage and Southern Fruit, for which it is providing full freight logistics coverage, what she terms the "quay to quay" service.
"Those four combined already represent about
180 000 pallets of deciduous and citrus which comprises just under 10% of the total export market, and our target by the end of this year
is between 225 000 and
250 000 pallets."
Engelbrecht holds the view that big is not necessarily best which explains why GoReefers is intent on establishing an exclusive 'freight club' with no more than six or seven members, the initial four being founder members.
GoReefers also offers other select services such as clearing and forwarding, quayside supervision and temperature monitoring for which it already has a number of clients.
She says where GoReefers can play an important role
is providing expertise to
the medium and smaller exporter who does not have the financial means or logistical know-how.
"Post deregulation of the industry has brought more than 300 exporters, many
of whom are not au fait
with the full fruit chain, so it is clear they require guidance on factors like proper planning.
"All exporters have to push their product through one bottleneck, so if someone is disorganised up front your fruit gets stuck."
As part of its service, GoReefers has introduced an internet-based Cargo Exchange and 'Business Lounge' where subscriber members have access to constantly updated information on such matters as market information, market level, cargo, open vessels and bunker prices in the 20 largest reefer ports, an overview of foreign currencies and a worldwide events calendar.
Targeting
250 000 pallets by year end, writes Ray Smuts
GoReefers' Delena Engelbrecht... an important role is providing expertise to the medium and smaller exporter who does not have the financial means or logistical know-how.
