“There’s always a way to do something. People are appreciative of the fact that you think of their needs and then find a way to give them what they want,” Fraser says. “Of course, I probably drive our operations people crazy saying ‘Yes we can do that – now let’s figure out how’.”

The University of Western Ontario graduate holds an Honors degree in Business Administration. A licenced Customs Broker, she has 31 years experience in third party distribution. “I grew up in the industry. My father was a Customs Broker and when he died in 1978 I decided to get into the business. I worked with the family for a while, then struck out on my own in 2000.

As it closes its first decade Fraser Direct has grown into a mid-level 3PL powerhouse in Canada. The company provides one stop shopping for Business to Business and Business to Consumer clients across the country and globally. As stated in the corporate web site “Our Service includes inventory control, fulfillment, returns handling, international and domestic freight. Since we do not own or sell any product, all our efforts are focused on serving your distribution needs in the most expedient and effective manner.”

Located in Halton Hills, in the Greater Toronto Area (GTA) Fraser Direct employs almost 100 people, has 3 facilities totaling 113,000 sq. ft., is fully EDI capable and consistently upgrades its multiple computer systems as part of its commitment to customer satisfaction.

“We take control of our customer’s projects from start to finish. We co-ordinate truckloads to and from the United States. We manage ocean freight and our own trucks pick up sea containers from both of Canada’s major rail lines. We provide inventory control in our warehouses for 42,000 skus. We’re Customs Brokers and we also do comprehensive project management for marketing companies”, Fraser explains.

Focused Operations
Eighty percent of the company’s staff and management team is female. “That’s just the way it worked out. The management team has always been in place since the beginning so we’re very stable. We’re also extremely flexible and customer driven”, Fraser notes.

The company’s can-do attitude is embodied in its slogan “WE DELIVER CANADA”. “Part of that refers to the fact that we are sending thousands of orders out the door every day”, Fraser says. “The other part is that, with one phone call or e-mail we can arrange it all for you”. If you’re outside of Canada and want to set up here, we’ll deliver Canada into your lap”, Fraser proclaims.

The company often starts with a single piece of a client’s business and “before you know it, they have us doing other things for them. Our success has a lot to do with our flexibility and caring. One hundred percent of our business is word of mouth. If you do a fabulous job for people, they tell everyone.” For example, wholesale giant Costco. “They came to us to manage the logistics for some international book purchases, then they asked us to manage the financial aspect as well. Now we manage all the European freight for their publishing division”, Fraser explains.

Fraser Direct services major clients such as Procter and Gamble, Walmart, Sears and Loblaws. Fraser says her husband, Al, the company’s V.P. Operations and a former pharmacist “understands the retail business and has been a terrific addition to the management team”.

While there are preferred carriers Fraser Direct regularly works with, Fraser says carrier selection depends upon the company’s rates and area of expertise. She says it is “totally driven by the size of the shipment, where it’s going and who can provide the best service. We have eight people in our freight department rate shopping and service shopping. That’s all they do”.

Again, it comes down to the customer’s specific needs. “Some people keep their inventory here, others don’t want that service. It’s all about how the customer envisions what they need and how we can help them.” Fraser says.

Technology at Your Service
Fraser Direct’s EDI capabilities helped salvage a hockey heritage program the CBC was doing in conjunction with Sears. “They intended on shipping to Sears themselves when they discovered they couldn’t do EDI and asked ‘Can you help us?’. The series was airing on the upcoming weekend. Within 24 hours we had the EDI set up with Sears, were receiving the product and shipping orders”. Fraser recalls.

We had a client sending 6 versions of model Ferrari cars around Canada to every Walmart store as part of a marketing program that would last all summer. Three other companies turned down the business as too difficult. We arranged to get the cars to every store, on schedule, and report every step of the way. We had 100 percent on-time delivery and managed it all remotely,” Fraser says. “It’s all very exciting. There’s a lot of drama and urgency and you feel great when you pull it off”. “There’s a great amount of satisfaction,” she adds.

Fraser credits Connie McMenemy, the company’s V.P. Finance and Administration for systems oversight and the company’s ability to execute detailed projects without a hitch. “She’s a crackerjack and she really cares. She’s been with us from the start and she’s my right hand. She takes care of the details, including our strict Quality Assurance program but sees the big picture,” Fraser says. “Our systems people don’t say ‘We can’t do this’, it’s always ‘how fast can we get this up and running?’”

Environmental Efficiencies
Fraser Direct recycles tirelessly and has banned plastic bottles in the workplace. Energy efficient lighting was installed in the warehouse at a cost of $60,000 and the company is considering installation of a solar power unit on its roof. Orders are consolidated with client’s permission to reduce freight, shipping and fuel costs.

Having relied solely on word of mouth, Fraser says the company will market more aggressively as it seeks future growth. “In 2005 we purchased a freight brokerage and cartage business. As more people find out what we do, we will grow as a result. I would like to do more project management for consumer marketing companies as well as growing the Customs Brokerage and Freight Management business,” she says.

She stresses growth will come “without compromising our current business and our service to our customers. Happy customers make for a very nice day at the office”.