As Global Freight Services celebrates 30 years in business, CARL JONES talks to managing director Anton Gunter about the importance of maintaining the human touch in an increasingly automated world.
Freight forwarding companies know a thing or two about navigating choppy waters – and it’s fair to say Global Freight Services has weathered more than its fair share over the past three decades.
The Telford-based business marks its 30th anniversary in July and has been reflecting on a globe‑trotting journey that has encompassed everything from Brexit and the pandemic to blocked shipping canals and shifting global trade routes.
“There’s always something, somewhere in the world presenting us with a challenge to overcome,” says Anton Gunter, who became managing director in 2018, four years after joining the business which was founded by his wife, Nicole.
She was named one of the top three female directors in the UK logistics industry and featured in the Who’s Who of Britain’s Business Elite.
Shortly before handing over the reins, we put Nicole Gunter under our ‘Five Minutes With…’ spotlight to gain an insight into her role, as the economy was wrestling with the impact of the Brexit vote.
“The one thing about being a freight forwarder is that there is no such thing as a typical week,” she told us. “We really do move the world’s products globally. One week I am compiling tenders for large contracts and the next week I am dealing with agents in South Africa to sort out issues.
“I do have the dull days where I have to look after the administration and running of the business, but thankfully with a great team behind me, we all work hard to achieve our goals.”
She added: “A highlight was most definitely winning Best Small Business Award in the Shropshire Business Awards of 2010. To me, the recognition that what we as a business were, and are, doing is the right thing.
“Likewise, when we won the Apprentice of the Year award, it showed that we were investing the time and effort into the next generation of freight forwarders.”
Anton says: “You can’t overstate the achievement of Nicole starting this business in a man’s world, where local freight forwarders were telling her, ‘You won’t be in business in a year or two’ and ‘You’ve no place being here because you’re a woman’.
“She used to turn up with a seven‑and‑a‑half‑tonne truck to do collections. They’d look at her strangely because she’d be in business attire with work boots. And she wouldn’t think twice about jumping on the forklift.”
That work ethic has become the company’s DNA. Today, the Halesfield‑based business operates with a lean team of five, most of whom have been with the company as long as – or longer – than Anton himself.
Sales are now running around 30% higher than a decade ago, and forward order books remain healthy. Around a third of the company’s customers are from the Shropshire area – but the remainder cover a huge geographical area.
The company has built a reputation for opening doors for firms launching international trade programmes across Europe and beyond, supported by a strong network of overseas agents in more than 160 countries.
It’s also been keen to give back over the years, supporting and sponsoring events such as the Dyslexia Awards, and the international business of the year at the Federation of Small Businesses regional awards.
It also sponsored more than 200 Year 8 students at Shifnal’s Idsall School to enter the Ryman National Enterprise Challenge, the biggest schools’ enterprise education competition in the UK.
When Anton arrived at Global Freight from an international personal‑effects background – shipping belongings for individuals relocating overseas – he found an industry in transition.
“I came from a background where if a customer said they wanted to move something, I’d immediately say, ‘Yes, we can do that’… then sit down and work out how it could be done.”
He admits to wearing down the staff with his persistence, and this “say yes first, figure it out later” approach has become part of his leadership legacy.
The freight forwarding industry sits at the intersection of global politics, economics and logistics – a position that has become increasingly precarious in recent years.
From the Ever Given blocking the Suez Canal to Houthi attacks in the Red Sea, from the pandemic shutting Chinese ports to flight paths closing over Ukraine, Global Freight has had to navigate an unprecedented series of disruptions.
“We always say at the beginning of every year that it would be nice to have a boring year,” Anton says. “And every year, it never fails to disappoint.
“Thirty years ago, most of our conversations were about sea freight and air freight. Now, even from China, you’ve got sea, air, road and rail freight to deal with.”
Customer awareness of global events has increased dramatically – though not always helpfully.
“You’d be amazed how many times someone says, ‘Why is it taking so long?’ despite you having explained the situation. When the Ever Given got stuck in 2021, we told customers there would be delays. ‘Is our consignment on the Ever Given?’ they’d ask. When I said no, but it was on a ship stuck behind it, they couldn’t understand why we couldn’t just tell it to turn around.”
The company has had to develop a deeper understanding of world events out of necessity.
“It makes our job easier when explaining to customers why something is delayed or why we have to use alternative routings,” Anton says. “We’re more aware of the world situation and discuss it more – not in terms of whose side we’re on, but what difficulties it will bring and how we can overcome them.”
Perhaps the company’s greatest competitive advantage in 2026 is something that was standard practice in 1996: actually talking to customers on the telephone. While larger competitors have embraced automation and remote email‑only communication, Global Freight has doubled down on human contact.
“That’s the one thing that has stayed the same at Global Freight over the whole 30 years – communication,” Anton says. “And on my watch, it always will. I’m talking about using the telephone. It should always be the first choice – not impersonal emails or automated messages.”
It’s a philosophy that proved invaluable during the pandemic.
“We picked up a customer just after lockdown ended who didn’t want a Zoom call. He said, ‘No, I want you to drive up to Blackpool and see me in person.’ He told me I was the first and only person who had answered the phone and actually spoken to him – and when he challenged me to come for a socially distanced meeting, I didn’t hesitate. We’ve worked with them ever since. That personal touch matters.”
Which brings us to the elephant in the room: artificial intelligence. Anton is, characteristically, not sitting on the fence.
“It drives me insane when you hear a customer say they’ve had prices quoted using ChatGPT.
“I remember saying to one potential customer, ‘Okay, why don’t you try ChatGPT to do the shipment and let me know how that goes.’ He asked what I meant, and I said, ‘Well, you’ve got the price from them, so now you’re comparing my company’s service with someone who isn’t actually there.’ Needless to say, we didn’t work together.”
He is deeply concerned about AI’s broader implications, in a world increasingly dominated by technology-driven automatons. “I’ve got 30‑plus years of experience in the shipping industry. ChatGPT can take information from all over the internet and condense it in seconds, and that’s great. But when it comes to actually explaining to a customer why something is delayed, how is ChatGPT going to do that?”
His concerns extend to employment. “My staff are just as important as I am. Without them, we wouldn’t have had a Global Freight for 30 years. We wouldn’t be the business we are today without their experience and loyalty.”
Over three decades, Global Freight has moved an eclectic array of goods across the globe.
“We haven’t shipped to Swaziland yet, and we haven’t shipped to Vatican City or San Marino – so there are still some pins to drop on the map. Nicole will never forgive me if I don’t mention the crane we famously shipped to Ulaanbaator in Mongolia.
“But we’ve had many other memorable jobs: an urn of human ashes to Romania, car parts to the Caribbean, wines from South Africa, and parts you can see at places like Alton Towers. Right now, we’re importing food to Australia for rowers travelling to Kenya – and that means navigating the country’s very strict quarantine regulations.”
Then there was the two-metre high bronze sculpture weighing 750kg that needed moving from the Shropshire studio of acclaimed artist Mark Richards to Flinders University in Adelaide… moving a life-sized horse and base to Vittoria Racing Club, in Melbourne… and a sculpture from Oswestry that had to be taken to the door of a private collector in Texas.
But this thrill of the challenge is one of Anton’s favourite aspects of the job.
“Someone might ring up and say they’ve spoken to several people who told them their request isn’t possible. Can we do it? Does the financial reward always match the work involved? Probably not. But that’s our industry. I get more satisfaction from what I’ve shipped than how much I’ve charged.”
As well as shipping goods across the globe, the company – a previous winner of the Shropshire Small Business of the Year award – offers extensive advice and consultancy and has been credited with assisting scores of companies to grow their operations by being a guiding hand when they launch international trade programmes.
Looking ahead, Anton sees the future for Global Freight Services as one of evolution rather than revolution.
“I don’t want to sound unambitious, because I certainly am, but I’m really content with the success of this business and the team we’ve built,” he says.
“That work ethic Nicole had when she launched the business is something we’ve carried on. It’s not unknown for me to jump on the forklift like she used to.”
Today, Global Freight has shifted from being primarily an export company to handling more imports – a reflection of the pound’s strength and the challenges facing British manufacturing.
“In my opinion, the Government needs to get off their backsides and properly sort out manufacturing in this country. British manufacturing is being stifled by Chinese imports. If there’s one thing I’d like to see to help our industry – and others – it’s manufacturing being given a proper helping hand.”
As the company enters its fourth decade, Anton’s vision focuses on deepening rather than widening relationships – strengthening links within their global network and continuing to demonstrate that personal service still has value in an increasingly automated world.
“The goal is to continue on the path we’re on. Sometimes I feel like we’re a hippie freight forwarding company. We just want to be barefoot and doing the job we do, and have always done,” he reflects.
“Sometimes we don’t shout about our achievements enough. But other times, you know what? For me, it’s just great to know we’ve done a good job.
“We’re not too big, we’re not too small. If you deal with me today, you’ll deal with me tomorrow because I’ll still be here. Everyone here is just as important as the next person. That bond is what has kept Global Freight going for 30 years… and hopefully will do for many more.”
