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BIFAlink Air cargo constitutes around 25% of Metro’s


revenue nowadays, up from about 10% a few years ago. “It is our fastest-growing sector, although that is perhaps not surprising as it is also our most recent business development platform,” Burford observed. “Airfreight is key to our growth strategy. Our


teams have grown, both at Birmingham and at Heathrow. Our partnerships with the airlines are becoming stronger and we are getting bigger, better and slicker as we go.” By increasing carrier coverage, Metro has


gained access to a larger network and new trade routes, thereby growing the MCC platform and winning new customers as a result of that larger scale. The company now operates at least six


consolidated time-definite arrivals into Birmingham Airport or directly to its clients’ distribution centres; that equates to around 600 cu m every week just on these platforms. Demand on the routes that come under the


MCC umbrella – from the Indian Subcontinent, Southeast Asia, China and other Far East regions into Birmingham – is growing stronger, particularly since Metro added the attractive option of sea-air integration into the model.


Building on success through innovation


The winner of the 2018 BIFA Air Cargo Services Award was Metro Shipping – which had scooped the same prize the previous year


Metro’s global Multi Country Consolidation (MCC) product involves collaboration between airlines, airport operators and warehousing/ processing facilities. Through a reduction of touch-points along the supply chain, savings are possible both in terms of cost and time – as much as 14 days’ reduction in the factory to in- store timeline – while security is also improved. Laurence Burford, senior manager at Metro,


summed up: “We have partnered with several airlines flying cargo through their Middle East hubs to Europe and then trucking it directly to our external temporary storage facility (ETSF) distribution centres – avoiding the need to transit any UK airport.


September 2019 “We were keen to avoid the Heathrow Cargo


area because it is getting more and more congested, so we decided to maximise our position in relation to Birmingham Airport as the most central UK airfreight hub. “We are right next door and that is a big selling point for us,” he said.


Brexit considerations Metro also has Brexit in mind, given the potential for the UK’s departure from the EU to exacerbate the congestion at Heathrow. Burford believes regional airports like Birmingham will have a big impact, helping to relieve the current London- centric situation.


Spread of verticals As for the goods moving on those routes, Burford said: “We serve a spread of verticals, with a large base of clients drawn from different sectors; you really need to be a master of all trades in this business to avoid lulls in activity. Retail has its own seasonal peaks, while automotive, chemicals and manufacturing, for instance, have different cycles. The mix and match of dense and volume-based cargo is essential for the success of the platform.” Alongside the physical process of moving


those products from A to B lies a thorough appreciation of the importance of digital tools. Burford said: “For us, technology is the key to


drive both Metro and the industry forward. One of our strengths is that we are IT driven; Metro is recognised for its market-leading and cutting- edge systems. “Freight forwarders often get a bad rap for still


relying on telexes and Post-it notes – but for us that could not be further from the truth. In fact, our MVT (My Visibility Tool) product, which tracks everything down to the level of the shipper/ manufacturer, won the Lloyd’s Digital Transformation Award in 2018. “Digitalisation is the way the world has gone


and continues to go. The world is getting smaller and people expect digital solutions. Companies that are slow to react will wilt, while those that adapt will grow and succeed,” he concluded.


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