For this month’s Atlas member interview, we talked to Joachim Hirt from Creo Logistics (formerly JCL Transport & Logistics Singapore) in Singapore. We discussed the company rebranding, the challenges of logistics professionals and his passion for the industry. Happy reading!

Your company recently underwent a major rebranding. What was the reason for your company’s name change?

There were several reasons why we wanted to revamp out identity, one of which is certainly the acquisition of minority shares from the JCL Group, which had been a silent shareholder for many years. The rebranding was the result of a thorough evaluation of our identity, activities, and future vision.

Our new name, Creo Logistics underlines our commitment to excellence, innovation, and our ambition to continuously evolve and adapt in a dynamic business landscape.

What has been the most challenging part of the name change?

Finding a unique name in our industry that reflects our core values, beliefs, and customer-centric approach! Naturally, the challenge also came with joy and excitement, and we are extremely pleased to have created something that truly reflects our values.

How did you get started in the logistics industry and what has your journey been like so far?

It all began over two decades ago when I started my first job with a traditional dual freight forwarding apprenticeship as a hands-on freight forwarder. Following that, I pursued advanced studies at DAV in Bremen. Thereafter, I worked my way up through various roles, from operations, and sales to deputy branch manager. In 2002, I took my first trip abroad as a trade lane manager between Germany and Taiwan, and it was then I realized the vast potential of this industry beyond Europe — Asia was my answer! So, I packed my bags and moved in 2005 to Shanghai to take on a new challenge.

If there is one thing that you could change to the logistics industry, what would it be and why?

The logistics industry is the backbone and essential part of the supply chain, with professionals whose daily efforts ensure seamless operations and customer satisfaction. We have exceptionally knowledgeable and experienced individuals in the industry who can manage and resolve complexities and keep the world moving. Despite their crucial contributions, the value of their work is often overlooked, posing challenges in attracting and retaining talent. That’s why I want to help change this perception, which is partly why we recently rebranded our company.

What is the most important lesson working in logistics has taught you?

To always be ready for the unexpected, be adaptable, consistent, and remain resilient. That’s the only way to stay sane here.

What do you like most about the industry and your job in particular?

I find the dynamic nature of the logistics industry and the personal connections deeply rewarding. Each day brings new challenges and, most importantly opportunities, whether it involves securing shipments, developing comprehensive solutions, or strategically planning for the company. I am extremely passionate about the industry and fully embrace it with an entrepreneurial spirit and a desire to grow and develop our business successfully.

What was the most exciting shipment/project you have been working on lately? Please describe it a bit.

It has been a while, actually during the pandemic when the supply chain faced major disruptions. We had a time-critical shipment from Lahore, Pakistan to Miami for a U.S.-based company with a strict delivery deadline. The shipment was oversized, and flight options for freighters were limited, particularly from Lahore or Karachi. With time running out, we explored chartering an aircraft or transporting it overland to Karachi, then shipping it by conventional vessel to Dubai and flying the case to Miami via Istanbul/Turkey with a freighter. This complex route ultimately ensured the shipment reached Miami on time.

How do you set yourself apart from your competitors?

We have a tight-knit team of highly skilled and motivated individuals with in-depth market knowledge. Our consistent customer-centric sales approach enables us to control 85% of our business, ensuring a deep understanding of our customers’ needs and delivery of tailored solutions that consistently exceed expectations. We believe in customized solutions as there is no one-size-fits-all approach. This combination of expertise and persistent sales efforts allows us to provide unparalleled service to both, business partners and clients and determines us in Singapore’s highly competitive market.

What do you like the most about being a member of our logistics network?

We appreciate being a member of the ATLAS network because we have been searching hard for a smaller alliance with like-minded agents where personal relationships are important – a quality, that is often lacking in larger alliances.

Being part of the ATLAS family gives us great satisfaction and we look forward to developing trade lanes together with committed partners who share our values.

How do you relax in your free time?

When I’m not cycling around the island of Singapore, sweating, and enjoying the freedom that comes with it, you’ll probably find me in the kitchen, trying out new recipes and channelling my inner chef to delight our guests and friends. I also enjoy reading good books, preferably on a quiet beach.

Thank you, Joachim!