Early June 2025 and big thoughts from leading global logisticians are rolling around the cavernous halls of the Munich Germany Convention Center as Transport Logistic and Air Cargo Europe continues through June 5.
     You may not know much about the U.S. based Airforwarders Association (AfA), but certainly almost everybody knows of the group’s Executive Director, Brandon Fried.
     Brandon Fried seems to be everywhere and can be considered amongst the smartest and most dedicated opinion makers in the air cargo industry; he is easily the most vocal and well-known forwarder anywhere.
  Of all the associations (and people operating them) out there, the one absolutely vital link in the chain are the freight forwarders.
     Into the equation comes this rather compact and busy man who can most often be found either up on the USA Washington Capitol Hill, a short distance from his office in Washington, D.C., or writing a guest editorial defending an association or the forwarders’ point of view.
     Brandon can also be found conducting sessions at any one—or seemingly all of—the trade shows.
     Brandon Fried is also out there at one air cargo club after another, delivering a keynote or pushing his or the industry’s agenda at monthly meetings in Atlanta, New York, or East Timbuktu.
     Brandon Fried, like the weather, is always there.
     The idea that you can “lift air cargo everywhere, almost all at once” is wonderfully quixotic, and there is no one else who does it better than Brandon Fried.
     For someone who travels the world we wondered if there was any city that he  would like to visit?  
     Brandon answered that one at once declaring:  “Tokyo has always been on the bucket list, where, coincidentally, my wife Kim and I will be traveling to this month, along with Kyoto and Osaka. The Japanese culture is fascinating, and we can't wait to ride the bullet trains!”
     Brandon also shared a couple of movies he loves to watch, “my most memorable and favorite movie is "Bridge on the River Kwai", where British POWs are ordered by their Japanese captors to construct a bridge of strategic importance and are happy to sabotage and delay the progress until their commanding officer orders them to continue the work unhindered to its completion, presenting a conflicting question if his actions are tantamount to collaborating with the enemy. It won the 1957 Academy Award so it's a good watch.
     “Another of our favorites is "Out Of Africa", the story of Karen Blixen's travels to Africa from Denmark in the early 1900s. The cinematography and musical score always leave us breathless!”
     But as Air Cargo Europe continues, dear reader, here are some thoughts from someone who shares, and from whom a whisper of the word can help lift your business, and  maybe even yourself, to new heights.

FT:   What is your assessment of Year 2025 at its almost mid-point and what will happen? (Best case)
BF:    2025 has been a year defined by cautious optimism. We’re seeing gradual improvement in air cargo volumes and stronger demand in key verticals like e-commerce and life sciences. However, uncertainty remains a persistent theme—especially due to recent tariff hikes and the evolving U.S. de minimis shipment policy, which are creating significant planning and compliance challenges for forwarders. The best-case scenario for the second half of the year includes greater policy clarity, a stable global economy, and improved supply chain fluidity.

FT:   Major forwarder challenges and what to do about them?
BF:    Navigating regulatory uncertainty is top of mind for many of our members. Between shifting trade policy, security program updates, and infrastructure demands, forwarders are constantly adapting. The solution lies in staying informed, staying engaged, and leaning on industry associations like AfA for guidance, advocacy, and connection.

FT:   Next AfA event and why Orlando matters?
BF:    We’re proud to say that AirCargo 2025 in Dallas was our most successful event to date—in terms of attendance, engagement, and energy. It showed how vital face-to-face connection is in an industry built on collaboration. We’re already looking ahead to AirCargo 2026 in Orlando, and planning officially begins next month. Orlando matters because it offers a dynamic venue to gather, share insights, and shape the future of air forwarding together.

FT:   What are the essentials of leadership?
BF:    Strong leadership today means being grounded yet adaptable. It’s about listening more than talking, being transparent in uncertainty, and knowing when to lead from the front versus support from behind. In our industry, where no two days are the same, consistency and communication are everything.

FT:   What can we all do better to handle change/challenges today and tomorrow?
BF:    We need to stop thinking of change as episodic—it’s now the operating norm. Embracing that mindset shift is crucial. Equally important is collaboration across companies, sectors, and associations. When we share data, insights, and best practices, we become much more resilient.
     That’s the spirit we aim to foster at the Airforwarders Association every day.
Geoffrey Arend