Personal Interaction Trumps Technology, Says Veteran Air Freight Executive

Author: Chris Barnett
Date: October 15, 2024

Technology, computer tracking and tracing, and the gradual disappearance of “peak” and “off-peak” shipping seasons due to steady e-commerce growth have significantly altered the world of air freight and forwarding, making global logistics less personal. Angel Rodriguez, a seasoned veteran with 30 years of experience in one of the most sensitive sectors of supply chain transportation, has strong views on this matter.

Rodriguez held senior leadership roles at Panalpina, DB Schenker, and DSV before joining Flexport, and is currently President of ASF Air, residing in Southern California. He will be setting up an office for the air freight division of ASF Global Logistics there. The parent company, ASF Global, based in Charleston, South Carolina, is a 25-year-old global forwarding firm known for its “people-first” processes, policies, and “human touch standards” when addressing global logistics challenges.

Rodriguez believes the alignment of thinking between ASF Air and ASF Global is an ideal fit. “We all believe that this industry is a people business first,” he told The American Journal of Transportation in an exclusive interview. “Ultimately, while it’s important to move boxes, cargo, and pallets, we often get caught up with metrics, data, and trying to meet someone’s targets, forgetting that we are dealing with people. This is a relationship business where you deal with different clients, cultures, and challenges, requiring adaptability.”

Rodriguez emphasizes that this isn’t just about transactions and transportation. Throughout his career, he has worked for approximately 12 freight forwarding and logistics companies of varying sizes along the U.S. East Coast, West Coast, and Southeast.

“We spend time understanding why a client’s air cargo must leave at 4 PM on Wednesday so they can attend their daughter’s ballet performance at 5 PM. Thus, we ensure pickup to airport by 3 PM and confirm loading onto the plane by 6 PM. This is personalized because we understand the reason behind it. The reality is that our clients trust us as an extension of their transportation department, and we take this responsibility seriously. My greatest success has been making my clients look good in front of their bosses and customers, something technology alone cannot achieve.”

The foundation of his philosophy was built on a network of “colleagues, friends, and acquaintances” he established years ago at other logistics companies. “I still keep in touch with them because many have moved to the client or supplier side, providing new perspectives for business and creating new collaboration opportunities. There is so much to learn in this industry that no single person can master it all in a lifetime.”

Emphasizing “personalized human interaction” in logistics, ASF Global and ASF Air focus on “multiple service levels and solutions” tailored to shippers’ needs and requirements. The veteran air freight manager believes: “We do this because every client needs options; one solution does not fit all. It’s like providing personalized service and attention to guests at a five-star boutique hotel rather than a two-star establishment.”

Rodriguez first encountered “customer service and solving their logistics problems” while working part-time at Builder’s Square (later acquired by The Home Depot) when he was studying in Miami. “In Miami, the store opened an international department exporting generators and building materials to the Caribbean region frequently hit by hurricanes and tropical storms. I learned a lot about export terminology and document processing—though through difficult means rather than formal channels—and then decided to study international exports at the University of Miami before joining DB Schenker where I launched what we called the Miami Gateway for air freight exports.”

At DB Schenker, he essentially consolidated U.S. national air cargo exports to Latin America via Miami to achieve critical service levels and leverage volume. “We also brought European shipments bound for Latin America through Miami,” Rodriguez said.

But young Rodriguez was passionate about the role of air freight in logistics and saw greater opportunities beyond the Latin American export gateway. He joined a new company in New England, stepping out of his comfort zone to directly handle larger corporate clients. “There I learned that whether it’s bulk cargo, pallets, or boxes,” the seasoned air freight manager said, “you need flexibility to design a logistics solution that not only delivers goods but truly adds value for customers.”

Freight forwarders primarily rely on flight schedules, but to achieve what Rodriguez considers critical logistical flexibility, he joined DSV (formerly Panalpina) in Southern California and secured agreements with Atlas Air Worldwide’s extensive global cargo aircraft charter network. Atlas Air is particularly strong in the Latin American market, which Rodriguez knows well. “When you talk about the human aspect of logistics, you’re building and maintaining relationships,” he said. “Ultimately, it’s important to make clients look good. Again, this isn’t just about moving boxes.”

Rodriguez, who has worked for several major global freight forwarders, insists that not only large multinational shippers need personal attention and solutions that save time and money. “Today’s small to medium-sized family-run businesses also require such attention but often don’t receive it when dealing with larger assembly-line-style forwarders,” he insisted.

However, ASF Air has extensive experience and expertise in developing logistics plans for the automotive industry. Rodriguez is reluctant to detail every step of the plan due to competitive reasons, but emphasizes that most car manufacturers and Tier 1 and 2 suppliers need “just-in-time” delivery solutions.

“The client is either a Tier 1 or Tier 2 supplier,” he explained. “For example, BMW or Chevrolet are Tier 1 suppliers where we work directly with the brand itself, which is also the manufacturer. Or we collaborate with both Tier 1 and 2 suppliers to develop plans for components and parts that typically follow the same just-in-time delivery guidelines and constraints.”

Rodriguez noted these shipments aren’t short-haul. Usually, secondary components are precision electronic materials used in dashboard or other heavily computerized vehicle sections, sourced from “high-tech demand” countries such as Thailand, Malaysia, southern China including Guangzhou, and Mexico.

ASF Air’s executives say international just-in-time air freight is becoming increasingly difficult. For instance, a typical door-to-door air cargo flight from Asia to the U.S. East Coast takes 96 hours during peak season. However, with the surge in e-commerce, these flights have “slowed down.”

To ensure smooth transportation, ASF Air’s facilities are staffed over weekends as well. “Too many forwarders and airlines are hard to reach after 5 PM on Fridays,” Rodriguez insisted. “I’m not saying it’s impossible, but with us, we’ve created a personal (company) brand that lets our clients know they can call anytime, any day, for their biggest or smallest issues or solutions.” By providing round-the-clock personalized service, he added, this gives the ASF Air brand life, “gradually leading customers to entrust larger regular air freight shipments and even some unexpected ones to us.”

Rodriguez and his colleagues invest significant personal time and communication in identifying any “production line disruptions” in supply chains. “Then we immediately intervene with what’s called onboard carriage (OBC), hand-carrying or providing white-glove service for smaller packages. Whether it’s a machine part or an entire container, we provide reliable door-to-door delivery because our clients’ reputation, the carrier’s reputation, and ours are all at stake.”

Over his 30-year career in air freight, Rodriguez claims “it takes a whole team to complete these (logistics solutions). And it requires relationships because this is a business where you need to know who to contact, then say ‘Hey, I know you’re about to close up shop in ten minutes, but can you give me another ten minutes tonight to process my truck so we don’t have to wait another night for unloading.’”

Personal relationships are indeed crucial, but they aren’t the magic solution for international supply chain issues. The president of ASF states that this year’s post-Chinese New Year “off-peak” season should gradually extend into summer with only a slight off-season. However, high demand from Asia to the U.S. and Europe has led to an increase in fresh (cargo).

To support his argument, Rodriguez cited strong market demand when Apple recently launched its new iPhone 16 and the latest generation of Apple Watch manufactured in Asia during summer. “Apple has been releasing phones for 17 years now, and they come in and consume air freight capacity,” he said. “It’s not just seasonal. There are no heavy seasons or light seasons anymore. It seems like it’s all year round.”

“This is not just seasonal. There are no heavy seasons or light seasons anymore. Now it’s a whole year.”

Source website: