Niche strategy pays off for Concordia

Exclusive focus on forwarding from the US JOY ORLEK A STRATEGIC decision by Gauteng-based Concordia Freight to limit its focus to an exclusive sector of the industry – forwarding from the USA to South Africa – has paid off, says managing director Richard Rattray. “When Concordia started on its own in Johannesburg 20 years ago, most of the market did not believe we would succeed. We concentrated purely on forwarding from the USA, no other areas and no customs clearing. “This was a big decision as most companies offered a door to door service, one stop shop. We could have done the same and added the additional revenue which was very tempting, but we have for 20 years stuck to our niche market to become one of the largest forwarders from the USA.” Success in a market the size of the USA demands time and understanding, says Rattray. “We have the support of our USA owners which makes it easier to move freight and give a high level of communication.” Concordia recently added an ocean freight option to its product mix. “The beauty of the operation,” says Rattray, “is that we do not compete on the customs clearing allowing us to be very focused on what we do.” With its own off airport facility and container depot, the company has the infrastructure to take control of the movement of cargo for as long a period as possible. “We offer daily consolidations and weekly sailings, loading our own pallets and containers to reduce damage and loss.”