In this episode of Forward Thinking, Sam Smeaton sits down with Chris Roe, Principal Advisor at FR8 Advice, to unpack the hidden cost of “good enough” in supply chain and logistics.

With more than 25 years across freight forwarding, operations, sales, leadership, and advisory, Chris shares practical insights on where businesses are losing money without realising it and why comfortable inefficiency is one of the biggest risks in logistics today.

The conversation covers:

• Why so many importers and exporters operate with outdated processes• The common gaps between people, process, and providers• How medium-sized businesses can outperform larger competitors• The role AI is actually playing in freight and logistics right now• Why volatility is now the “new normal” in global supply chains• What great freight forwarders do differently• Advice for younger people entering the logistics industry• Why niche expertise matters more than ever

Chris also shares the story behind FR8 Advice and why he launched the business after decades inside freight forwarding and supply chain leadership.

A practical conversation for anyone working in freight forwarding, logistics, transport, supply chain, importing, exporting, or operations leadership.