WestCool Transport provides premium, professional and adaptable refrigerated transport services for several high-end and time sensitive industries, with the help of Scully RSV.
WestCool Transport successfully launched its operations in Western Australia after owner and managing director, Alan Peters, spotted a gap in the market for a premium service with exceptional client service, communication, and reliability.
After a period of extensive market research by Peters, a chartered accountant with experience in general management, operations, transport, material management and logistics, the company was set up as a provider of premium refrigerated transport services, primarily targeting high-end industries including the premium seafood sector.
Peters said his decision to enter the refrigerated transport sector stemmed from a recognised need for more high-quality services, reducing risk and stress for clients, which meant he also had to find the solutions providers.
He observed a focus on providing low budget, or more cheaper services, which could result in low costs being prioritised over quality or reliability.
“A dependable partner is crucial to avoid complications in the cold chain,” said Peters.
Peters said the importance of reliability in the transport of high-risk, high-value, perishable products, especially those requiring strict temperature controls, or time sensitivity, could not be understated.
As a result, WestCool Transport aims to cater to clients dealing with sensitive products such as live lobster and abalone.
In these markets, the cheapest option is not the priority; rather, the emphasis is on reliability, professionalism, and risk management, ensuring that deliveries are made accurately and on time.
“While we may not be the cheapest option, we prioritise providing reliability, adaptability, and excellent communication,” said Peters.
Meanwhile, Peters’ prior experiences in the logistics sector continues to inform his approach to WestCool.
He recalled his tenure as a financial controller at a company in Ireland, where the business experienced rapid growth, increasing from zero to 25 million in turnover over five years.
A consistent relationship with a reliable logistics provider was key to this success.
“We chose to stay with them because they were reliable, adaptable and flexible, a close partnership with our business,” he said.
Peters said Scully RSV can provide his new business with the reliability and flexibility he knows is critical for growth and success in the sector.
“Efficiency in operations is critical, particularly in the fast-moving consumer goods (FMCG) sector,” he said.
Any disruption, such as temperature breaches or delivery delays, can adversely affect production processes.
Peters noted that those working in production must constantly maximise efficiency.
“When issues arise, such as breakdowns or lost stock, it can lead to customer dissatisfaction, loss of reputation and necessitate urgent adjustments to production schedules,” he said.
The potential repercussions extend to retail as well, where recurring empty shelf space can result in delisting from major retailers, impacting substantial revenue streams.
Prior to launching WestCool, Peters identified the need for a reliable, adaptable truck supplier in Perth.
He contacted numerous suppliers before coming across Scully RSV where he spoke to the company’s business development manager for Western Australia, and South Australia, Shaynnon Hagger, of whom he was very impressed by.
Following a detailed discussion, the founder felt assured that the Scully RSV team could offer a flexible and reliable service, allowing for a range of vehicle sizes on short notice.
“For me, this relationship feels more like a business partnership than a typical supplier arrangement, and Shaynnon has been amazing,” he said.
WestCool’s operational strategy revolves around flexibility, which enables the company to quickly assemble resources to meet diverse client needs.
Peters explained that his ability to cater to multiple industries, such as pharmaceuticals, medical supplies, and premium seafood, hinges on this adaptability.
“When I receive a specific request from a client, I can swiftly put together the necessary resources to provide a customised solution,” he said.
Meanwhile, the importance of networking in the sector is critical.
“Networking has played a crucial role in the establishment of WestCool,” said Peters.
He demonstrates this notion as an active member of the Fremantle Chamber of Commerce and the Melville Cockburn Chamber of Commerce.
He said that personal engagement and relationship-building are essential for business growth.
“While digital advertising can complement outreach efforts, the best relationships are built through direct and face to face interactions,” he said.
A recent example of effective networking occurred during the Fremantle Chamber Business Awards, where Peters was able to rub shoulders with key industry stakeholders, which may have been difficult otherwise.
He noted that such opportunities for face-to-face interaction are invaluable for establishing meaningful connections, which are often more effective than cold calls or emails.
Then there is WestCool Transport’s emphasis on quality assurance, which is always of added importance in the cold chain, another area supported by Scully RSV.
Peters also emphasised how the assets provided Skully RSV were either new or nearly new, which helps maintain both companies’ high standards, which reflects well on client engagements.
“Having the option to choose trucks of various sizes, with or without tail lifts allows us to adapt to various delivery scenarios,” he said.
He added that this flexibility is also crucial for navigating the diverse terrains found throughout Western Australia.
In addition to transportation services, WestCool offers comprehensive Goods In Transit Insurance, which reflects the high value of the products being transported.
Peters said he ensured WestCool Transport provides the Goods In Transit Insurance by default after recognising it wasn’t widely offered.
He also highlighted the use of advanced monitoring systems, including laser thermometers, to ensure optimal conditions for transported goods, which is especially important in the heat of Western Australia, meaning it can also stand up to the rigours of the East, North, and South of the country.
“We continually monitor the temperature to provide assurance that goods are kept at the correct levels throughout the journey,” said Peters.
Ultimately, Peters aims to position WestCool Transport not only as a provider of refrigerated transport services but also as a reliable partner for clients seeking high-quality logistics solutions in Western Australia.
By focusing on reliability, adaptability, and quality assurance, Peters seeks to carve out a niche as a premium provider in the market.
His partnership with Scully RSV has played a crucial role in this focus for Peters, by providing solutions that offer the same flexibility and reliability as WestCool Transport.
As the company continues its operations, it’s clear that Peters is committed to establishing WestCool Transport as a dependable option for clients who prioritise quality and reliability over price.
With a strong emphasis on building partnerships and maintaining high standards, WestCool aims to meet the growing demands of the premium seafood industries while navigating the complexities of the refrigerated transport sector in Western Australia, along with the expert solutions provided by Scully RSV.