Swiss hopes for more Jade destinations

Will Leipzig be the next Europeandestination for Jade Cargo International,as it takes delivery of its thirdfreighter? If so, it will be good news for SwissWorldCargo, the cargo arm of SwissInternational Air Lines, which acts as itsGSA in Germany, Switzerland, Franceand Italy. In mid February, Bernd Maresch,Swiss WorldCargo’s general managermarketing and communications, wouldnot be drawn on […]


Will Leipzig be the next Europeandestination for Jade Cargo International,as it takes delivery of its thirdfreighter?

If so, it will be good news for SwissWorldCargo, the cargo arm of SwissInternational Air Lines, which acts as itsGSA in Germany, Switzerland, Franceand Italy.

In mid February, Bernd Maresch,Swiss WorldCargo’s general managermarketing and communications, wouldnot be drawn on details, but confirmedthat Swiss was "talking behind thescenes" with Jade about its route expansionplans. "And we would obviouslylike to pitch for any business that theycan offer us," he added.

The choice of Swiss as Jade’s GSAfor the four countries seemed a curiousone when it was announced last July. Afterall, Swiss has focused on belly cargoand premium traffic, not filling B747freighters with consolidated cargo.

But Oliver Evans, chief cargo officerfor Swiss, insists it is a natural businessfor the carrier. "We have a good workingrelationship with the forwarders inEurope, both the niche ones and theglobal ones," he says.

"And for us it is still a niche business,just a geographical one." It helps thatSwiss does not fly to Shenzhen, Osakaor Seoul, the current Asian stops onJade’s network, but in any case, Mareschinsists, the Jade business is keptsomewhat separate from the normalSwiss sales effort.

"We have a dedicated manager forJade, based in Frankfurt, who is incharge of the overall business, and ineach country a member of the Swisssales team is also responsible for Jade,"he says. "Of course, other members of our sales force might also sell cargo for Jade, but for these dedicated people, Jade is the priority."