Forwarders are ready to digitalize but need to better understand a demonstrated value proposition, Brandon Fried, Executive Director, Airforwarders Association (AfA) told delegates at the CNS Partnership Conference in Phoenix.

Forwarders are ready to invest in digitization but need to better understand its worth beyond being a shipper or regulatory requirement, Brandon Fried told delegates at the CNS Partnership Conference in Phoenix.

“There has been steady acceptance and adoption in the air cargo sector at large, but within the independent freight forwarder community, digitization is driven by the shipper,” said Fried.

“Many AfA members invested in automation before the pandemic and could work from home, so in many ways the COVID lockdowns were a gigantic proof of concept.

“But for continued and more widespread streamlining of operations through digitization, there needs to be a more clearly articulated value proposition.”

Fried emphasized that for the necessary increased engagement to happen forwarders need to understand what is at stake.

Acknowledging the challenge of reaching out to the diverse US forwarder community of up to 4000, Fried stressed that software providers had to be better at demonstrating the benefits of digital compliance.

“If the benefits of adopting a specific automation solution are not properly communicated, forwarders won’t move on from legacy practices,” said Fried.

“The software providers have to be better at demonstrating the benefits of digitization and until they do I think the industry at large is paying the price.”

Fried was speaking at the CNS Partnership Conference 2022, attended by a record-breaking 750 delegates from across the globe.

About Airforwarders Association

The Airforwarders Association (AfA) represents more than 200 member companies dedicated to moving cargo throughout the supply chain.

The association’s members range from small businesses with fewer than 20 employees to large companies employing more than 1,000 people and business models varying from domestic to worldwide freight forwarding operations.

In short, they are the travel agents for freight shipments, moving cargo in the timeliest and most cost-efficient manner whether it is carried on aircraft, truck, rail or ship. For more information, visit the association’s website at: