Interview with
Ms. Kirsi Lifländer
Head of Projects, Nordics and Baltics
Bo: Welcome to this interview by Project Cargo Weekly. Our very special guest of honor today is Ms. Kirsi Liflander. She is the head of Projects Nordics and Baltics for JAS, and she is sitting in Helsinki. First and foremost, Kirsi, very welcome to this interview.
Kirsi: Thank you, Bo. It’s great to be here.
Bo: Yeah, great to see you again as well. Kirsi, you know, I always start by allowing my interviewees to give a little rundown of their career. Tell our viewers a little bit about yourself. How did you end up in logistics in the first place, and what has led you to your current position?
Kirsi: Yep, thanks. So, why did I start? Actually, my background is in Forest Industries, as I’m living in Finland.
Bo: Of course.
Kirsi: And that’s where my Bachelor’s education comes from. I used to work a lot in the Forest Industries, especially in Russia at the time.
Bo: Wow.
Kirsi: There was a training program launched by Nurminen at the time, which I was chosen for. That’s how I started. I was a trainee mainly in the Nurminen ship agency business for a couple of years, and then I continued in ship liner agency sales and marketing. We were actually representing Hyundai at the time, and they made a decision to start their own office in Finland. I joined Hyundai and was running the head office here in Finland for some years.
Bo: Okay, wow.
Kirsi: Then I joined DHL, heading the field sales and trade in leases. It was a nice time as well. Then I got a chance to take the next step in my own career, and I went to Geodis, where I started as head of sales, as a country sales head.
Bo: Okay.
Kirsi: Yeah, years went by and then the next step for me was something new again. I joined Transport International, which was the subsidiary of VR Transpoint, part of the VR Group, the Finnish Railways company, a state-owned entity. I headed their sales department for some years, and then Greencarrier acquired Transpoint International. That’s when I joined Greencarrier Freight Services.
Bo: Okay.
Kirsi: And then, some months after that, we became JAS, and now we are here.
Bo: Okay, cool.
Kirsi: Yeah.
Bo: I must say, that’s a very impressive career, given the fact that you are only 25. I must say that.
Kirsi: Oh, yeah.
Bo: You started early, right? That’s fantastic. What can you tell me about JAS? Of course, it’s not “JAS” with “J Ellington,” you know. It’s JAS, a logistics company, J A S. What can you tell us about the company? Where did it start, where is it headquartered, and you being the manager in the Nordic and Baltic regions, what can you tell us?
Kirsi: JAS actually started as Jet Air Service in Italy in 1978. We were founded by a gentleman named Biagio Bruni, who is still the owner, making us a family-owned company. In 2006, we moved our headquarters to Atlanta, Georgia.
Bo: Okay.
Kirsi: But still we are family-owned company.
Bo: Okay.
Kirsi: And yeah, it was in 2021 when JAS acquired Greencarrier Freight Services. Before that, we used to work as exclusive agents in those countries where the other one was not present. For example, in the Nordics and Baltics, JAS was not present, so we were their exclusive agent.
Bo: Ah yes, that makes sense. It’s like first you have an affair, and then you get married, so to speak. Now you are taking over. That’s very interesting. So what is JAS today? If you say it started as Jet Air Service, are you an all-around freight forwarder, or do you focus on projects? What are your main services?
Kirsi: Basically, I’d like to say that you can use your imagination when it comes to logistics. We do almost everything. Of course, we have basic air freight, sea freight, road freight, and some rail freight.
Bo: Yeah.
Kirsi: And then we have contract logistics as well. But of course, we also have the project team globally.
Bo: Yes, and with your background in Finnish Railways, DHL, and the forest industry, as well as the location of Finland, rail must also be part of your logistics capabilities. Tell us about your project team in Finland—how many are you, and what is your setup like?
Kirsi: Yes, so we officially started on the first of January this year with our own team in Finland. Next to me is Sari Huokuna, who has many years of vast experience in Project Logistics from her time as Country Manager with Martin Bencher. Also, we have Jaana Lahti.
Bo: Oh yes.
Kirsi: She has a similar background and experience. I’m so thrilled to have these team members on board.
Bo: Yeah, I can imagine. So you are three at the moment in Project Logistics?
Kirsi: Yes, three at the moment.
Bo: Okay, that’s cool. It sounds like a handy and service-minded team, so when a customer calls, they won’t be routed to a call center in India; they can actually talk to you, right?
Kirsi: Yes, we are available 24/7.
Bo: Yes, yes, yes.
Kirsi: The availability and direct contact, of course.
Bo: Exactly. It sounds like you have competent colleagues, including yourself. So basically, it’s about getting out there, getting customers, and making sales both at home and abroad. JAS is a big organization. How many offices do you have, and who do you report to in the organization?
Kirsi: Yes, so JAS has offices in nearly 50 countries.
Bo: Okay.
Kirsi: And in nearly 30 of those countries, we have our own project teams and project offices.
Bo: Yes.
Kirsi: I’m reporting to Thorsten Mock.
Bo: Okay.
Kirsi: He is our Global MD for JAS Projects and is based in Bremen.
Bo: In Bremen, okay, got it. Very interesting. I have seen that JAS is quite a sizable company. If you have a presence in 50 countries and 30 project teams, you should certainly be able to secure some of the projects no matter where the freight is headed.
Kirsi: I’m sure. Like you said, we are riding into the sunset, or however you put it. Of course, we have a clear target. Sometimes we have to go left, east, west, or even a bit back, but yes, the target is very clear.
Bo: Understand. Do you also see in Finland that some shipowners want to be forwarders and step on the forwarders’ toes? Is that also happening in Finland?
Kirsi: That’s happening a lot in Finland as well. We have definitely seen that, and especially in recent years, it has only been strengthening.
Bo: So you always take care before you place a booking to make sure you know who you’re placing the booking with so they won’t contact your customers, I guess.
Kirsi: Yes, it’s about trust as well.
Bo: Yes, of course.
Kirsi: You have to trust each other with your suppliers and partners.
Bo: Definitely. Is there any particular industry you focus on? Finland is famous for the paper and pulp industry, the metallic industry, and so on. Or do you take on any project out there, no matter what?
Kirsi: Basically, not every project, but we are open to everything. Of course, coming from our background and our team’s background, we have certain areas where we have a lot of experience and network, so that’s, of course, the easiest start.
Bo: I see. How do you handle procurement, for example? Since you’re part of a bigger group, do you procure on a global scale, or are you free to choose locally? Let’s say you have a project out of Finland—do you coordinate with other offices when talking to shipowners to get a rate, or is every project managed independently?
Kirsi: We have a global core carriers program, whether it’s air freight or sea freight. However, when it comes to projects, anything can happen, and there are usually a lot of exceptional situations where we need to find specific solutions.
Bo: Yeah.
Kirsi: So, we are free to choose the best possible solution that fits each particular project.
Bo: So that means it’s all for the customer, and you are not directed by Bremen or Italy to use a specific carrier?
Kirsi: No.
Bo: You have the freedom to choose, okay.
Kirsi: Yes, like you said, the customer is our first priority, and we aim to find the best solution for them.
Bo: How do you manage in other countries? You mentioned you are in around 50 countries, which is already pretty impressive. Do you work with agents that you have a long-term relationship with if a project is FOB to a country where you don’t have your own office?
Kirsi: Yes, there are certain countries where we have had very long relationships with agents.
Bo: Yeah.
Kirsi: And we have been working well together for a long time.
Bo: Okay, and where would you say, just as an estimation, your strong markets are? Would it be the US, Italy, Saudi Arabia, or Asia? Why would you say that JAS is very strong in those regions?
Kirsi: Yes, of course, Italy, where we have our roots, is a given. No need to mention.
Bo: Of course.
Kirsi: And in Asia, we have a strong presence, especially with projects. For example, in China, we have seven project offices in the country, but also in surrounding countries like Indonesia, Vietnam, Japan, South Korea, and India. Then there’s the US, of course, and North America.
Bo: Yeah.
Kirsi: And we are also very strong in the Middle East, particularly in the United Arab Emirates.
Bo: Yes, that’s interesting because I’m in Chile right now, but I’m flying to Dubai on Saturday to join some meetings there. That’s quite interesting. With oil and gas and so on, it can’t all be wind power, so I’m sure you are moving a lot of project cargo to and from the Middle East now.
Kirsi: Yeah, there’s a lot of that happening at the moment— all kinds of projects.
Bo: Are you also active in Saudi Arabia with your own JAS office?
Kirsi: Yes, we are.
Bo: I’ve noticed Saudi Arabia is starting to open up with the new NEOM project and massive investments. If these Houthi rebels stop shooting rockets, maybe things will get back to normal, but it’s interesting.
Kirsi: Yeah.
Bo: So you are basically a global forwarder. When you say Baltic and Nordics, does that mean you look after Sweden, Finland, Denmark as well, or how do you handle that now?
Kirsi: Yes, we cover Sweden, Finland, Norway, Denmark, and then Estonia, Latvia, and Lithuania.
Bo: Okay, so that’s your area. How do you see the market this year after COVID-19? How do you see it looking into your crystal ball? Have you received a good reception in the market under the name JAS, and do you feel there’s potential for you?
Kirsi: Well, the market itself is challenging, but I always want to find the positive side. We have a lot of market share to gain.
Bo: Right.
Kirsi: Even though the market might be going down in certain areas, we have the target to grow and increase our presence. I don’t want to dwell on the negative aspects that the market is going down or that rates are increasing and making things difficult. There’s always an opportunity to see and seize.
Bo: Yeah, I think you’re right. The key point is the good team you have. You have a strong background, and it sounds like a recipe for success in my view. You’re starting now from basically a month ago, so yeah.
Kirsi: Yeah.
Bo: It’s really fresh. That’s very interesting, Kirsi, and I’m quite sure you will be successful with your team there. I don’t have any more questions to ask. I think with your presence around the world, I’m sure you’ll be successful. I want to formally say thank you very much for this interview.
Kirsi: Thank you, Bo. Thanks for the opportunity.
Bo: You’re always welcome. And to all our listeners, viewers, and readers from around the world, this was yet another great interview by Project Cargo Weekly. Our special guest of honor today has been Ms. Kirsi Liflander, Head of Projects for the Nordics and Baltics at JAS, a sizable Italian-headquartered project and general freight forwarder established many years ago. If you need anything out of Finland, be sure to contact Kirsi or her team—they are very capable. That’s it for me and Project Cargo Weekly. Stay tuned for more interviews in the near future. Thank you.