WeFreight on course to growing into a global freight forwarder with a focus on emerging markets

Digital innovation has enabled the company serve customers with a full range of products and services

The growing e-commerce sector has revolutionised the logistics and forwarding industry in the Middle East. The rise of online shopping has created a demand for faster and more flexible logistics solutions, which has led to the development of new technologies and delivery models such as sameday delivery and lastmile delivery, affirms the Global Managing Director, WeFreight, a provider of a comprehensive logistics products and services, in an exclusive interview.

Brian Cartwright, Client Partner, Global Supply Chain Solutions, Pedersen & Partners, and a contributor for Global Supply Chain, recently had the opportunity to catch up with Ingo Kloepper, Global Managing Director, WeFreight.

In this interview, we hear Ingo’s perspective on the global supply chain considering the events of the past few years, and his thoughts on the future for the sector globally and the ongoing worldwide expansion of WeFreight. Ingo has been building WeFreight into a global freight forwarder with a focus on emerging markets since joining in 2021.

Global Supply Chain-Brian Cartwright (GSC): Can you tell us more about your career and experience in the Middle East?

Ingo Kloepper (IK): After starting my career as an apprentice freight forwarder in Germany in the early 1990s, I quickly progressed through various roles before joining DB Schenker. In 2007 I was given the opportunity to move the Middle East, which I did with no real expectation of how long I would be here.

After various roles in product management, I became head of Saudi Arabia in 2010, before taking on a regional ocean freight role in 2014. In mid-2015, I moved to Damco as head of the Middle East and joined WeFreight in 2021 in a global role as Global Managing Director.

GSC: What have been the main changes in the sector, since you moved to the Middle East?

IK: One of the most significant changes in the logistics industry has been the shift towards digitalisation and automation. In recent years, the industry has embraced new technologies such as blockchain, artificial intelligence, and the internet of things (IoT) to improve supply chain efficiency and transparency.

Infrastructure in the Middle East has undergone significant improvements, which has led to faster and more efficient transportation of goods. The region has witnessed the development of world-class seaports, airports, and road networks (with rail being planned), which have greatly enhanced the logistics and forwarding industry’s capabilities.

Finally, the growing e-commerce sector has revolutionised the logistics and forwarding industry in the Middle East. The rise of online shopping has created a demand for faster and more flexible logistics solutions, which has led to the development of new technologies and delivery models such as same-day delivery and last-mile delivery.

GSC: Can you tell us more about WeFreight and its focus?

IK: WeFreight is a fast-growing freight forwarder with a rapidly expanding global network. Our focus on digital innovation has enabled us to serve customers large and small with a full range of products and services, while our experienced teams are always ready to support customers.

However, what sets us apart is our unwavering commitment to being the agile logistics leader in emerging markets. We recognise the immense potential of these markets, and our goal is to leverage our expertise to unlock new opportunities for our customers.

GSC: What are the main challenges facing the logistics market in the Middle East in 2023?

IK: The logistics outlook for the Middle East in 2023 is largely uncertain, and many companies face supply chain challenges. Some of the key areas of interest include: Increasing competition: With the grip of the pandemic loosening, shoppers are flocking back to brick-and-mortar stores to savour the delights of being able to pick up, try on, and evaluate items first-hand rather than via online images.

For ecommerce retailers, this means facing competition from other retailers as well as traditional outlets. To stand out in a crowded marketplace, some ecommerce concerns are offering online discounts, special deals, exclusive goods, and big sales. Focusing on customer demands: In order to survive, retailers must provide what customers demand, and that goes for service as much as product. If customers want on-demand delivery, vendors must pull out all the stops to cater to the growing penchant for immediate gratification. Meeting the requirement for end-toend visibility in the supply chain: While customers increasingly expect end-to-end visibility across their supply chains, the heavy investment needed by companies to achieve this goal means it is unlikely to become the norm any time soon. Focus on Sustainability: Companies that have not instituted a sustainability policy throughout their supply chains face being ignored in favour of those that have. Consumers increasingly support companies that demonstrate proactive concern about the impact of their operations on the environment.

Supply Chain Compliance: This is possibly one of the most complex challenges facing emerging market forwarders. Unless companies are meticulous in ensuring compliance, they can face hefty fines or be taken to court.

GSC: What in your opinion is a major area that companies struggle with in their supply chains across the Middle East?

IK: As mentioned earlier, one major challenge is the lack of visibility and transparency in the supply chain. This is mainly due to the involvement of multiple stakeholders such as suppliers, transporters, and customs authorities, who may have different systems and processes for tracking and sharing information.

This lack of visibility can lead to delays, increased costs, and a higher risk of inventory shortages or overstocks. Additionally, the increasing demand for faster delivery times and customer expectations for real-time tracking and notifications further exacerbate this challenge.

GSC: What are the major challenges when moving goods into and across the Middle East?

IK: When it comes to moving goods across the Middle East, logistics companies and their customers need to consider several challenges. These include:

Border crossings: The movement of goods across borders can be challenging due to customs clearance procedures, documentation requirements, and security checks. Delays at border crossings can result in significant disruptions to the supply chain.

Infrastructure limitations: While the Middle East has made significant investments in infrastructure in recent years, there are still limitations in terms of road networks, ports, and airports. These limitations can result in congestion and delays in moving goods.

Political instability: The geopolitical landscape in the Middle East can be volatile, and political instability can lead to disruptions in the supply chain.

GSC: What role does technology play in the logistics industry in the Middle East, and how is your company using technology to improve its services?

IK: Technology plays a significant role in the logistics industry in the Middle East, and WeFreight recognises the importance of using technology to improve our services. The region is known for its rapid adoption of new technologies, and this has led to an increasing demand for innovative logistics solutions.

We have invested heavily in technology to enhance our operations and improve our services. We use CargoWise across our global network to ensure standardisation and data quality, and we also use data analytics to gain insights into our operations and identify areas for improvement.

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Today women have a rightful place in all professional domains. This is also true in the air cargo industry there are more women occupying posts with responsibilities, affirms the Lemon Queen supremo.

Paris, France based Lemon Queen characterizes itself as the communications agency that specializes in the air freight industry, with particular expertise in organizing challenges.

With eight years of industry experience and expertise under her belt, working to boost the reputation and image of the GSSA giant ECS Group and of its clients, Audrey Serdjebi, former Chief Communications & Marketing Officer at the ECS Group, set up her own communications agency she now heads as Chairwoman.

Global Supply Chain caught up with the charismatic and effervescent Audrey Serdjebi, and a professional in corporate communications, in an exclusive interview.

Global Supply Chain (GSC):

Can you describe yourself, your background and your approach to corporate communications?

Audrey Serdjebi (AS): I come from the world of culture where I was in charge of developing cultural projects. I then moved to politics as a parliamentary attaché before working for NGOs focusing, among other things, on women’s rights.

I came to the freight industry by chance, and I found that the means of communications are the same whether you want to defend a product, a service or a person. Yet the codes are always different. The air freight industry does have really specific codes which I actually love!

My approach to communication is to always be disruptive to get noticed. What is also essential for me is to be passionate about what I’m doing and to remain authentic. That’s why at Lemon Queen, we know how to communicate seriously without taking ourselves seriously.

GSC: Why did you set up Lemon Queen and what were your thinking digits at the time?

AS: I spent 8 years managing the communication of ECS Group and working with Adrien Thominet, which I thoroughly enjoyed. We created NextGen Leaders which meant gathering around ECS Group the top brains in the air freight sector.

I really felt there was a place in this industry for a disruptive communication that would play with its codes to better stand out from the rest. I also felt like working with other actors of the industry without ever losing ECS Group, because to me ECS Group is family.

So, I started my own business with the precious support of Adrien Thominet. He has always been my mentor and a very supportive person, and convinced of my capabilities, became my client. Today ECS Group is my biggest client and the one I owe so much to. Guillaume Halleux , Chief Cargo Officer, Qatar Airways Cargo was our first airline client.

GSC: ‘Women Power’ is an important element of your advocacy regime…and you stand for women participation in multiple fields…. explain?

AS: What is hard today is that there are only skillful women in management posts, and they have to fight much harder to obtain them, while men in management are the norm.

To give an example, on 9 March 2022 we launched a press release for ECS Group where they announced that their gender balance is 49% of women managers vs 51% men. We’re talking about a GSA that does Total Cargo Management, so they capable of managing everything comprehensively on cargo matters and they have as many women as men at management level.

GSC: On the occasion of the recently concluded ‘International Women’s Day’ (8 March), what are your comments from both a personal and Lemon Queen perspective?

AS: Lemon Queen’s positioning and my professional opinion are the same: Equality is a 365-day platform, not a 24-hour parade. Yet, I feel that Women’s Day is essential to remind everyone of the level of discrimination women suffer depending on the part of the world they live in.

GSC: What percentage of your employees at Lemon Queen are women?

AS: Our team is made of 40% of men and 60% of women. This can be easily explained by the fact that there are far more women than men working in communication in general. But this is changing also.

GSC: What are among your key accounts?

AS: We are currently working with Qatar Airways Cargo, ECS Group, WestJet Cargo, Challenge Group, Global GSA Group, CargoTech and Wiremind. We also have clients from other backgrounds such as legal firms and NGOs.

In addition, Lemon Queen is seeking to develop its customer portfolio outside the air freight sector, by positioning itself in the supply chain and logistics fields in a broader way, in France and internationally.

GSC: What is the remit of Lemon Queen beyond PR, media communications, events, advocacy, lobbying?

AS: Lemon Queen offers a wide portfolio of services ranging from strategy and consultancy, press and public relations, advertising campaigns and video production, all the way to social media management, event creation and booth design.

We also do advocacy and lobbying, especially when it comes subjects that are close to our hearts, such as women’s rights and the protection of animal species - it is urgent to fight and mobilize against their extinction. This is particularly the case when we work with NGOs.

GSC: What, in your opinion, are Lemon Queen’s key strengths and distinctive characteristics?

AS: Lemon Queen is first and foremost a committed agency with values that are shared by our clients. Our way of communicating is not designed to serve pure marketing but meet real challenges. We love authenticity and have a real expertise on freight which is our added value. Indeed, half of the team has been working in this industry for more than 10 years. We know its codes and we know how to play with them.

The diversity of the team, whose backgrounds range from politics, culture, the advertising industry and fashion, is also a strength. This diversity creates a unique identity. The people at LQ love communication deeply and therefore know how to do it best.

GSC: How did you perform in 2022 and what is your forecast for 2023?

AS: 2022 was a very intense year for Lemon Queen with the arrival of 6 new clients. We participated in major campaigns such as ECS Group’s Augmented GSSA or The Next Generation with Qatar Airways Cargo, a client who we also accompanied in the development and launch of two new chapters of the WeQare program.

2022 also marked the beginning of our collaboration with Challenge Group who we were able to promote in the press and on social media. In 2023, our goal is to provide more agility and more services together with customized support.

GSC: What is your wider vision for Lemon Queen going forward?

AS: My vision is for Lemon Queen to become the key player when it comes to making a brand shine in the freight, logistics and intermodal industries, to become the reference in terms of creativity in these sectors and to produce campaigns that always make an impression.