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BUILDING A SUSTAINABLE FUTURE FOR REFRIGERATED TRANSPORT IN SOUTH AFRICA
An Interview with William Racinne, Managing Director of Petit Forestier South Africa
In this exclusive interview, William Racinne, the Managing Director of Petit Forestier South Africa, shares the company’s ambitious vision for growth and sustainability in the South African refrigerated transport sector. From expanding within the Southern African Development Community (SADC) to embracing cutting-edge technology and sustainability initiatives, William outlines how Petit Forestier is positioning itself for long-term success in a competitive and rapidly evolving market. With a strong focus on collaboration with trusted local suppliers and a commitment to reducing its carbon footprint, Petit Forestier is paving the way for a greener, more efficient refrigerated logistics industry in South Africa.
Career Journey
Can you share your career journey and what led you to your current role as Managing Director of Petit Forestier South Africa?
I’m 36 years old and French. I started my career in the oil and gas industry before transitioning to the airline sector in West Africa. Petit Forestier is a family business I’ve known since childhood—it’s hard to miss all the trucks in France. I joined the company in 2022, and I was extremely motivated to develop the business in South Africa. We expanded our footprint, hired more talented local people, and doubled our fleet in less than two years. I’m confident that today, Petit Forestier is becoming a reference in South Africa for all cold chain partners.
Company Vision in South Africa
How has Petit Forestier adapted its global mission to meet the unique needs of the South African market, and what differentiates your approach here from other regions?
As the European leader in refrigerated solutions rental, Petit Forestier has a great opportunity to become a key player in South Africa. Today, we offer unique, tailored services to our customers, addressing their need for a reliable cold chain. We have a fleet of 400 trucks, ranging from light commercial to heavy commercial vehicles. Our focus is on secondary and last-mile deliveries. With a growing population, we expect our fleet to continue expanding.
Sustainability in Refrigeration
How does Petit Forestier South Africa incorporate sustainability into its operations, particularly in addressing the environmental impact of refrigerated transport in South Africa?
We are focused on providing the most reliable and sustainable cold chain solutions for the Southern Africa region. We are exploring electric vehicles and battery-powered fridge units. We cannot continue relying on fossil fuels as we have been. Even though the transition may not happen quickly, we know that the authorities are seriously considering this shift. Change is inevitable, and we are ready to embrace it. We will invest carefully in the best and most sustainable solutions to support our partners’ needs.
Technological Advancements
What role does technology play in improving the efficiency and reliability of Petit Forestier’s fleet in South Africa, and are there any recent innovations that are making a significant impact locally?
Technology plays a pivotal role in enhancing the efficiency and reliability of our fleet in South Africa. Staying abreast of global technological advancements is crucial, especially in the realm of innovation. We draw inspiration from various industries that introduce transformative changes. Engaging in discussions with local leaders provides valuable insights into their business management and innovative strategies, which we can adapt to optimise our operations. Embracing change is essential; without evolving our business practices, we cannot achieve the desired results.
Customer-Centric Approach
How does Petit Forestier South Africa ensure a customer-focused experience, especially given the diverse industries in South Africa that rely on refrigerated transport?
We have a strong customer base in South Africa, ranging from small business owners to medium and large corporations. We offer a personalised experience through our full maintenance lease, ensuring that our customers have the distribution solutions they need and that we take care of all aspects of the service. Our motto is to provide peace of mind to our customers regarding their distribution needs.
Our refrigerated truck rental solutions, without drivers, are an excellent way for businesses to keep their distribution running smoothly without challenges, allowing them to focus on their core operations. While we encounter some reluctance from customers who prefer owning their vehicles, the ultimate goal is not about owning the distribution vehicles but about enabling businesses—such as meat producers or dairy product suppliers—to focus on their core business and opportunities.
Challenges in the South African Market
What are the key challenges Petit Forestier faces in the South African refrigerated transport industry, and how are you addressing these challenges to remain competitive?
In South Africa, the key challenges we face include the quality of the roads and ongoing security concerns. To address these, we have a dedicated team that monitors our vehicles 24/7, ensuring their safety and location tracking at all times. Additionally, we place a strong emphasis on driver training, making sure that all drivers are well-prepared with the necessary skills and knowledge before operating our vehicles.
Another challenge is the need to diversify and empower the local workforce. We are committed to promoting gender equality within our industry and are actively working to bring more women into the sector. We offer training programs for women to become refrigeration technicians, diesel mechanics, or workshop supervisors, which is an important step towards creating a more inclusive and skilled workforce in the refrigeration and transport industry.
Expansion and Growth in South Africa
What are your plans for expanding Petit Forestier’s presence in South Africa, and how do you plan to grow your operations in the region in the coming years?
Currently, our head office is in Midrand (Gauteng), and we also have branches in Cape Town and Durban, with service points in George, Port Elizabeth, East London, Mthatha, and Kokstad. Our goal is to expand strategically by opening new branches to ensure we have a solid network and comprehensive coverage across the country. South Africa is vast, and we recognise the importance of being present in multiple regions to serve our customers effectively. We are committed to supporting clients throughout the country, and we will continue to carefully grow our operations to meet the increasing demand for refrigerated transport services.
Fleet Management and Innovation
How does Petit Forestier South Africa manage its fleet to ensure optimal performance, and what innovations have been implemented to enhance fleet management in the local context?
At Petit Forestier South Africa, we employ a variety of tools to effectively manage our fleet and ensure that we have the right truck available at the right time and place. Our internal Business Intelligence (BI) tool helps us generate the necessary reports to monitor fleet performance and make datadriven decisions. A key asset in our operations is our Operations Manager, Aymeric Celeste, who has spent the last five years in Johannesburg since the start of Petit Forestier’s presence in South Africa. His deep understanding of the market allows him to adapt our fleet management strategies throughout the year, adjusting the fleet size based on the season’s volatility. Aymeric plays a crucial role in developing our business model and works closely with our Business Unit Operations Manager to ensure we meet our customers’ needs efficiently.
Sustainability Goals for South Africa
Can you discuss Petit Forestier’s long-term sustainability goals in South Africa and how the company is working towards reducing its carbon footprint in the local refrigerated logistics sector?
Petit Forestier has set ambitious targets for incorporating electric vehicles into our South African fleet, aiming to introduce a significant number of electric vehicles by 2028. We are actively collaborating with our local partners to explore innovative solutions that not only help them reduce their environmental impact but also support our shared goal of sustainability. We are committed to reducing our carbon footprint, and we recognise that every small step counts toward making a meaningful difference. Additionally, we have a dedicated team at our headquarters focused on researching sustainable solutions across all the markets in which we operate. For more details on our sustainability efforts, you can visit our page: https://www.petitforestiergroup.com/en/climate-andenvironment
Future Vision for PETIT FORESTIER South Africa
What are your future plans for Petit Forestier’s development in South Africa, and how do you see the refrigerated transport sector evolving in the country over the next few years?
Petit Forestier is committed to expanding its presence in the Southern African Development Community (SADC) region, with South Africa remaining as our central hub. We are focused on growing sustainably by partnering with a select group of trusted suppliers who share our vision. Key collaborations include working with chassis providers like Isuzu and UD Trucks, IceCold Bodies for our insulated boxes, ThermoKing and Spheros for our refrigeration units, and DH Lift for the tail lifts. It is essential to have strong local partners who understand our identity and the successful model we’ve established in Europe. Together, we are laying the foundation for long-term growth in South Africa and beyond.
Petit Forestier, founded in 1907, is a global leader in refrigerated rental solutions, offering a fleet of over 80,000 refrigerated vehicles, 49,000 display units, and 5,700 refrigerated containers. Operating in 20 countries across Europe, Africa, the Middle East, and the United States, the company provides comprehensive services to more than 15,000 customers, ensuring quality and excellence in temperature-controlled logistics.
William Racinne Managing Director