The neutral consolidator which entrenched itself in South Africa’s cargo community in the 90s as CFR Freight and underwent a brand change in 2022 to SACO CFR will, at midnight July 31, evolve again as their brand changes to SACO, adopting the global corporate identity (CI).
The Group CEO of SACO in South Africa, Dave Graham, said the company’s shortened name wasn’t planned and came as a natural progression.
“We found that since the name change in 2022, customers naturally started referring to us as SACO, indicating that many had pre-empted this change.”
He added that it was also out of due recognition for SACO Shipping, the German non-vessel operating common carrier (NVOCC) that first invested in CFR Freight in 2008 before becoming a majority shareholder in 2015.
“Nothing really changed back then, and nothing is different now. We’re still the same company, run by the same people, espousing the same professionalism and principles, and maintaining the same service levels we’re known for.”
Graham said it was important to understand the local company’s SACO story.
“SACO has a strong presence in Europe, South America and across Africa, both north and south of the Sahara. They’re headquartered in Hamburg and are one of the best known NVOs in that area. But it’s in South Africa that they have their second-biggest operation in the world.
“Therefore, it stands to reason that if you have a majority shareholding in a company in another country where your business has exponentially grown, you would like your brand to have pride of place in the best possible way.”
He highlights that since the involvement of the majority shareholders, it has been clear that the partnership is designed to benefit the local NVOCC while preserving our identity. "We had to keep our values and our integrity," he says.
Graham explained that during the first rebrand, the consolidator focused on reaffirming the trust they had established with their ever-growing customer base. "You have to stay close to your people and close to your customers. While larger clients may be familiar with similar CI experiences, SMMEs (small, medium, and micro enterprises) might worry that the company’s culture is changing. We needed to assure everyone that this was not the case. Although we’ve adopted a new CI, we’re still South African. Our DNA remains the same, and our values and integrity are unchanged. Our shareholding and service offering remain consistent."
According to Graham, it is this resolute commitment to stay the course during a period of perceived transition that is making the latest rebrand such an easy change.
He said when they started announcing it to their customers, the general response was that it was expected.
“To a certain degree, it’s a non-event for them. And our staff too really. When we announced it internally, there was no concern raised or sensed by management that there was any unease among our employees. They knew it was going to happen and embraced the potential for the further growth it entails.”
Candice Malan, trade lane and key account liaison officer at SACO, said: “Although change can be scary, if managed in the right way, there is nothing to be uncertain about. From the first rebrand to this one, I don’t think any of us had any reason to feel unsure of what’s happening.”
The new name, effective August 1, will also include the company’s warehousing component, ZACPAK. While ZACPAK will retain its name, it will receive a refreshed look and feel to its logo, enhancing its visual identity.
“No matter what we name ourselves, our commitment will always be to remain true to who we are,” Graham said.
The New logo for SACO's warehousing component.
