© HelloContainer
In 2017, HelloContainer began working with an onion export client to develop a platform that offers real-time control and insight into every stage of container transport, from booking to delivery, including all administrative processes, costs, documents, and even CO2 data. Today, hundreds of companies are using the platform, which has its roots in the fresh produce sector.
What is new in the value proposition is that the platform has chosen not to act as a freight forwarder anymore. "We used to do that, but we deliberately stopped. In our view, you cannot be neutral when it comes to data. Once you have a stake in the tariff, neutrality disappears. A digital forwarder is still a forwarder. We no longer do that; instead, we facilitate the tariff agreements made by the customer. We consciously choose to remain neutral while offering the same services at very low cost per container," explains CEO Sven van Aggelen.
Access to tech
"We now see our role more as that of a Virtual Booking Agent, supporting both freight forwarders and shipping companies. Our end customers get the tools and service of a forwarder, but provided by a neutral tech partner based on their own rates negotiated with carriers. In this way, we straightforwardly facilitate rate agreements while preserving existing relationships and market dynamics. We consciously choose neutrality, avoiding the erosion of relationships that are so important in the fresh produce sector, while giving companies access to technology that was previously available only to large players."
© HelloContainer
Search and book
"We offer a 'search and book' tool that allows companies to view the rates they have received from shipping companies. We can then search globally for vessels, routes, and carriers that fit within the customer's agreements. Beyond those rates, we also use fare prediction technology based on AI and Machine Learning. There is a huge need for a standardised way of working. Especially for customers who work with multiple forwarders and want a unified system with one data source, we offer a very accessible tech solution," says the HelloContainer CEO.
Rubber duck
"We have spoken with many customers over the past few months, and each one is different. Many of them have been operating globally for years and have already taken steps toward automation and AI, but are still searching for the right balance. In the fresh produce sector, for example, many still rely heavily on Excel sheets. That's why we've launched a campaign featuring a rubber duck, challenging companies: Explain your problem to this rubber duck. We have many tools and know what works. By taking this position, we're no longer playing the role of freight forwarder but rather serving as an assistant that supports the customer's process."
© HelloContainer
The rubber duck
"Ultimately, it's about the customer's core needs. Companies must manage costs and people. Our job is to make people enjoy their work and make that work easier. We still have a service department that proactively monitors bookings, because it's unrealistic to think everything will always go right. We no longer want to be a freight forwarder, but we maintain good relationships with all shipping companies and forwarders. Thanks to our data and infrastructure connected to external data providers, we can handle operations integrally and gain efficiency," Sven explains.
"Relationships between shipping companies, forwarders, importers, and exporters remain vital in the fresh produce sector. We say: Keep dining and playing golf together. We'll help you both take your first low-threshold steps into technology. So, we have become much more of an intermediary. On one hand, we help shipping companies and forwarders simplify and improve their data for greater efficiency and effectiveness. At the same time, we enable customers to collaborate better with their supply chain partners without needing to develop their own software, while remaining future-proof."
© HelloContainer
Roadmap
For more information:
Sven van Aggelen
HelloContainer
Eberhardtweg 3h
4462 HH Goes
Tel: +31 (0) 85 1309633
[email protected]
www.hellocontainer.com
