In this edition of The Voice of Atlas, we meet Loraine Alonso from Action Agenciamento de Cargas, Brazil. With over 35 years of experience in logistics, Loraine reflects on the evolution of the industry, the value of human connection, and how resilience and adaptability have shaped her leadership. From navigating the early days of analog operations to championing digital transformation and international collaboration, her story highlights the passion and purpose that drive the people behind global logistics.
How did you first get interested in logistics, and what keeps you motivated in this field?
It’s been 35 years since my first job. Back then, fax machines were considered cutting-edge communication tools. I often say it was love at first B/L, and I was fortunate to have two incredible managers who guided me through those early years.
In the beginning of my career, I worked for a few small companies — the kind where you do a bit of everything: pricing, sales, operations, and more. Looking back, those experiences built a strong foundation and prepared me for the more challenging paths I’ve taken since.
I joined Action as an Inside Sales representative. After some time, I began managing corporate clients, which were strategic for the company. Today, I lead our Agent Development department.
Could you describe a difficult moment in your career that shaped the way you work today?
It was during the pandemic — a time when, like everyone else, we had to adapt both our company routines and family life.
We had to reinvent ourselves, stay flexible, and above all, be patient. Our “sweet home” suddenly became the office, the meeting room, the children’s classroom — and the kitchen had no breaks, with all meals prepared at home. It was a period of deep structural change — both in our living spaces and within ourselves. Fortunately, Action had been investing heavily in IT at the time. That made a big difference — we were well-prepared to go remote and embrace a paperless operation almost seamlessly.
What do you wish someone had told you before you started in logistics?
I wish someone had told me how unpredictable and intense this industry can be .
In logistics, every day brings a new challenge. One day you’re solving customs issues, the next you’re negotiating rates or managing urgent shipments across the world.
You have to be flexible, patient, and ready to handle surprises. But I also wish someone had told me how passionate I’d become about it. Despite the challenges, I absolutely love what I do.
What do you see as the biggest challenge in logistics today, and how do you think the industry is handling it?
I’d say the biggest challenge today is managing constant uncertainty — from global conflicts to freight market instability. The industry is running to keep up, and we’ve made good progress with digital tools and data to make faster decisions.
But in the middle of all this digital transformation, we can’t forget that behind every system, every screen, every platform, every shipment — there’s a person making things happen making it all work. We need to take care of the people behind the process. Technology is a tool, but human relationships, mental health, and team support are what keep everything truly running.
People need to be looked after. We talk a lot about efficiency, but we also need to talk about well-being, support, and connection. Because at the end of the day, it’s the people who keep the wheels turning — not just the machines
If you could change one thing about the logistics industry, what would it be and what impact do you think it would have?
I would encourage more open collaboration between partners, especially internationally. Greater transparency and cooperation could improve service quality, reduce lead times, and build trust across the supply chain.
What do you value most about being a member of our logistics network?
The opportunity to exchange experiences and build strong, reliable relationships with international partners. These connections help us create tailored solutions for our clients and strengthen our global positioning.
What’s one resource or feature within the network you think more members should take advantage of?
I believe more members should actively engage in business development conversations and share market intelligence. There’s a lot of potential for mutual growth when we leverage each other’s insights and strengths.
When you’re not focused on logistics, how do you like to unwind and enjoy your free time?
Outside of work, I truly enjoy spending quality time with my family — it’s what recharges me.
What’s one thing your colleagues would be surprised to learn about you?
They might be surprised to learn that I’m a painter! I have a passion for painting. It’s helps me disconnect from the fast-paced logistics world.
Thank you, Loraine, for sharing your journey, your insight, and the heart behind your work — your voice truly inspires the our community.