Last week saw the roll-out of a new branding and a new slogan for independent groupage operator CFR Freight. ‘Shifting Your World’ is the new company mantra, and it’s a lot more than a mission statement, says CEO Peter Schmidt-Löffler. “It’s about reinforcing and growing our culture of partnership and value-add. We don’t only move cargo. We believe we also move businesses and people’s lives forward and this mantra encapsulates the essence of what we are trying to achieve. “Next year marks CFR’s 25th year in business,” he told FTW. “During that time the company has evolved way beyond its original focus as a neutral seafreight groupage operator. While we continue to cater exclusively for the freight forwarding industry, our expanded portfolio now covers all transport modes. Our ZacPak division offers not only packing and unpacking of containers but has moved into domestic delivery, while international expansion has further diversified the product mix. Our rebranding aligns the different divisions under one strategic intention.” ‘Shifting Your World’ will become fundamental to the DNA of every staff member, says managing director Martin Keck. “The ultimate goal is to be the principal ‘go to’ brand in the freight industry. “What’s important is that it’s not about rates,” said Keck. “It’s about partnership with our customers, providing tailored solutions and adding value to the supply chain. We aim to be both the service provider and the employer of choice.” ZacPak group MD Willie Nel believes that these are the values that are fundamental to the continued growth of the company. “The brand will be so entrenched that the freight industry will automatically think of ‘CFRing’ when it comes to moving their cargo.” CAPTION CFR Group’s management team from the left: Willie Nel, Martin Keck, Peter Schmidt-Löffler and Anthony Martindale. Photo: Shannon Van Zyl
