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| Vol. 25 No. 33 | Tuesday July 21, 2026 |
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In the morning I often listen to “Prima Pagina”, which is an Italian radio programme that is now 50 years old. A different journalist each week reads the headlines of several Italian newspapers, then hosting comments and phone calls. It is an interesting window on the way Italians see themselves and the rest of the world. Italy is not doing well in independent journalism, as we rank 56th in the list, almost last in Europe, but Prima Pagina is better than the average. Today a lady called from Central Italy. She explained that, with 1200 EUR a month for a full time contract, raising a child and trying to make a living amid spiralling costs was really hard. She was calm and her voice did not sound resentful, but her argument detonated within the radio audience as a bombshell. In the subsequent “Tutta la città ne parla”, which draws its topics from Prima Pagina, this was literally the talk of the town. |
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Visiting Romania is a special experience. There is a friendly and familiar atmosphere everywhere, everybody is smiling and you are guaranteed to have decent food and entertainment. All good? Yes, if you had had no knowledge of the existence of Dracula. You may say “that’s literature!” Yes, agreed, but your sense of uneasiness is real. So you tend to walk with a bit of circumspection, especially at night. And the first night is Romania for me was coming with longer shadows cast on the floor of my room. And yet, I was not going to meet the dark prince, or anything draconian, quite the opposite. I was bound to make a much more pleasant encounter. After the first day of conference, we were invited for dinner in the evening at the Mogosoaia Palace for a combination of history and culinary experience. It is a wonderful resort on the lakes surrounding the capital, a memorable visit indeed. The proportions of the building and the existence of a beautiful garden made it so wonderful, strolling in the cozy alleyways of the castle, so my sense of uneasiness was slowly melting down leaving space for the pleasures of the table with much anticipation. That is where I made the most extraordinary encounter of my visit: the Princess of Logistics. Before I make a proper introduction, I must leave you to her own words, which I find simple and wonderful. Her words run like a fairy tale, but her work is real and each and every one of you on the job will recognize the importance of the freight forwarder’s function in her short tale. “I met Marco during a freight forwarding conference in Bucharest, Romania. After a busy day, walking around the Romanian Parliament, or as it is called the Palace of Parliament, the former residence of a Romanian dictator from the socialist era, a beautiful, expensive palace with lots of marble, huge crystal chandeliers and mirrors, parquet floors and soft carpets, I found myself daydreaming out loud.I wished I was a princess. To walk through lush gardens wrapped in ivy and roses, mysterious labyrinths and blue lakes, I wished for silence without phones, geopolitical conflicts and complex supply chains. Princesses should own a palace or have a prince to marry, my thought continued, Marco. I understand avout the palace, but where would get the from, I asked. “Find a frog and kiss it,” Marco suggested. We both laughed. It’s Friday. I look at the list of tasks on my desk. Many of them completed and many more to be done. An email full of inquiries waiting for answers, documents, files. It’s time, I told myself, I have to become a princess. But how? I decided to ask AI, it knows everything . . . "You have several options“, it answered. “your father must be a king.” Mine was an engineer, therefore this is not possible. “You must be blond, the AI continued with its instructions. Nice: we have progress. “You must own a castle”. I don't have one, but let's see, I might buy one. “What is your budget?” the AI keeps asking me… I look at my bank account. Years of work, but I have no chance to buy a castle. “Marrying a prince on a white horse”. Complicated. A white horse in these climate changes, and a prince from where? Marco was right, I have to find the frog, the right frog and dreams will come true. “Make me a list of frogs ready to turn into princes after my kiss”, I ordered the AI. And it started thinking. The phone rings. Why now, why at this very moment when I am changing my life completely? The phone keeps ringing. Unknown number, unknown voice. "I need to deliver a small shipment urgently, a spare part for a machine on whichmy production depends." I looked at the computer screen, but the AI was still searching for an enchanted frog. Evidently not an easy catch these days... “I will lose my contract if I don’t handle the order on time,” the voice on the phone continued. “I have tried other forwarders, but I am a small client with a very limited budget. Will you agree to assist? Will you help me handle it? My shipment may be just a pea to you, but it means a lot to me.” What struck my imagination was the expression ‘might be just a pea for you’ . . . I listened and tried to imagine: someone who needed help, someone who hoped that we would make it together, was talking. And suddenly I remembered. I remembered the story my grandmother used to tell me when I was a child, before I went to sleep: the fairy tale of the Princess and the Pea. When the Prince saw her, she didn't look like a real princess, she was cold and wet, totally unassuming, but when she went to sleep, a small pea had artfully found its way among the many down blankets, a tiny pea that made her uncomfortable and didn't let her fall asleep. The complaint for the pea was the clear evidence for the Prince that she was a princess indeed. Only a real princess would feel uncomfortable for just a small pea within the layers of down and mattress. In that moment, I realized that I was holding the magic pea in my hands. I felt its power and I knew that despite the busy day, despite the many tasks, I would make sure that this customer received his shipment on time, no matter the effort. Even if we had made no profit from this, he would be happy and we would be satisfied that we had done our job well and found a solution for our customer. That is what we do with our magic pea in freight forwarding, we make things happen. The princess of logistics is a princess because she has her magic pea, her responsibilities throughout the supply chain, organizing networks of people, alliances, resources, technologies with one ultimate goal: customer service. “The customer is my king,” I shouted at the AI bot, still revolving on the screen. He (is it a man?) didn't understand me, its job was to find the frog, but we are still waiting . . . I work as an Operations and Sales manager in a small logistics company with almost 35 years of history and experience in freight forwarding and logistics, in a small country like Bulgaria, in a small, close-knit team of people dedicated to their work. Logistics is not just a profession, it is a challenge, a dynamic and an attitude. To be ready to work even when you are tired, even when there are pandemics and global crises, when it is difficult and you feel helpless. Coming home to your family late at night to serve them another cold dinner, because your time is counted down to the minute, because information is changing, the world is digitizing, and you have to learn every day to be competitive and sustainable. Being ready to accept failure, moving forward, and respecting each of your clients. To work with partners, with suppliers, to build contacts and develop them. To accumulate knowledge and experience to pass them on to the next person in the chain, who will be better than you are, perhaps. I am grateful for the attitude of my clients, partners and my team, I am grateful for the mistakes and successes! They motivate me to keep dreaming. Logistics is my palace. Without carpets, fame and fortune, I feel like a Princess. I take one last look at the computer screen. The AI bot is still thinking about the frog. Let it search. I don't need the frog anymore, but if AI finds it one day, might make someone else happy too. The frog might be looking for a Princess . . . If someone asks me who I am, I will say that I am the Princess of Logistics and will tell them the story of the Princess and the Pea . . . Thanks for listening to my story. Ivelina” Ivelina Stoyanova is Bulgarian, holds a PhD in Physics and a Master's in Finance. She started her career as a forwarder at the transport and forwarding company in 2017; Transexpress Ltd opened its doors to her as Operation and Sales Manager working with freight forwarding companies from all over the world, as part of FIATA. Today, she has shared her small story for us readers and I hope this worked as a miracle break in your busy days. There will be more about Romania and the SEFF conference in Bucharest in a short while. I have to compare the findings of the conference (with regard to airfreight in particular) with the concepts expressed by none other than Willie Walsh of IATA in his farewell speech on June 7th. There are items that seem to interact with one another as though they were kept in mid-air by magic. Perhaps it is the Princess’s charm that is working this magic. We shall soon find out. For the time being, please accept my best wishes to you all from our sweltering Europe. For those who wanted to make this cute, and immensely stupid statement: yes, it’s called summer, but it works overtime now and it does not sleep at night as it used to. Marco Sorgetti |
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Publisher-Geoffrey Arend • Managing
Editor-Flossie Arend • Editor Emeritus-Richard Malkin |
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