Perishable specialist diversifies into general cargo market

The strategy at Lonrho Logistics (previously Grindrod PCA) is to continue to focus on its core business of perishable cargo and expand its footprint in the general cargo market, says CEO Mike Froy. “Perishables are seasonal and we need a better spread of business, particularly during the quiet perishable months.” With the company having recently joined the Lonrho group, the new neutral branding allows it to open a different set of doors that will facilitate new growth, according to Jonathan Broodryk, national sales manager for Lonrho Logistics. “It makes economic sense to diversify in these times where the markets are volatile and unpredictable. It also reduces the risk offering when one is operating across markets rather than focusing on only one aspect of business.” The company has established an agency network across the globe that will further strengthen its general cargo capabilities, said Froy. He believes being able to offer exporters and importers a complete freight forwarding and logistics management solution is key for success in the current economic climate. “The company has amassed in excess of 50 years of cold chain management experience and was the number one Iata forwarding agent in South Africa until statistics were no longer published by Iata in 2004,” he said. “We are also strategically positioned at all major airports so we can move cargo in and out very efficiently and quickly. This applies equally to perishables and general cargo “We see the purchase of Grindrod PCA by the Lonrho Group as an ideal opportunity to grow the freight forwarding business due to the huge footprint that Lonrho has in Africa. Their credo of investing in the growth of Africa certainly offers many opportunities,” he added.