How we (almost) survived the crazy container market.

SPEAKERS

Jeffrey Atkin Board Member, World Forest Group LLC

ABOUT THE SESSION

Jeffrey Atkin, CEO of World Forest Group, brings decades of experience in industrial-strength forest products and sustainable solutions, leading a company rooted in family ownership and deep expertise since 1995. Focused on crafting high-performance ground protection and matting products, Jeffrey is passionate about problem-solving and customer collaboration, particularly through the use of Eucalyptus timber—a stronger, safer, and more sustainable alternative to traditional mats. With long-standing partnerships and a commitment to innovation, he has navigated significant industry shifts with resilience. He is all set to share his insights on How We (Almost) Survived the Crazy Container Market, offering a firsthand account of managing supply chain chaos, adapting to global disruptions, and finding strength in sustainability and smart manufacturing.

He will share his views on the unique challenges of exporting a sustainable ground protection product from Brazil, where the low value-to-weight ratio poses significant hurdles in a volatile freight market. When container rates skyrocketed from $1,500 to $13,000, his team shifted their value proposition—from focusing on selling price to emphasizing product strength and Total Cost of Ownership. By reframing the conversation around long-term value and performance, and offering shipload quantities at significantly reduced rates compared to containerized shipments, they maintained customer trust and competitiveness. His story offers key lessons in resilience, strategic adaptation, and sustainable product positioning in turbulent global markets.

Key Topics-

1. We make a sustainable ground protection product in Brazil for use in infrastructure construction. Good news: Best product on market. Bad news: Very low value vs. weight ratio
 

2. Freight moved from $1500 to $13,000 per can. We adapted by using a different value metric. Instead of selling price, we used strength and Total Cost of Ownership.
 

3. We also kept “in the game” with customers by offering ship load quantities of mats at substantially lower prices than by containers.

For more on this conference or to access the session, reach out to us at info@ptnevents.com. 

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