Since I founded Baxter Freight in Nottingham in 2014, we’ve built a strong reputation for helping customers solve even the most complex logistics challenges. From moving large volumes of regular freight, handling challenging projects across the world, to guiding businesses through regulatory change and customs complexities, we’ve grown by combining expert logistics knowledge with creativity, honesty and personal service.
These same principles continue to guide us today. But, in a fast-changing world shaped by disruption, technology, and acute environmental and social needs, we felt now was the right time to dream bigger with a new customer-centric, future-focused mission statement.
A mission, not just a statement
Based on our values, we’ve combined our previous mission and vision to create a single, clear mission statement that recognises and supports both the current and future needs of our customers, suppliers, business partners, people and community. It reads as follows:“We use our creativity, relationships and technology to transform our customers’ logistics and help make our industry more ethical, people-orientated and planet-focused.”This reflects our experience of the needs of our stakeholders:
- Our Customers expect transparency, smarter use of technology, sustainable thinking, and a partner who can help them navigate complex, ever-changing regulations with confidence.
- Our Suppliers value long-term, collaborative and fair-minded relationships.
- Our Employees seek purpose, progression and pride in their work.
- Our Community expect businesses to act responsibly and contribute positively.
As logistics remains one of the largest contributors to global carbon emissions, this places clear responsibility on our industry. We believe meaningful progress comes from honest advice, data-informed decision-making and improved ways of working, not empty words or superficiality.
Turning intent into action
Our new mission statement is our daily mission, not just a statement. It’s based on solid foundations: our expertise, creativity, sustainable freight solutions, business standards and rapidly evolving technology. We’re doing everything we can to help our industry become more ethical, people-orientated and planet-focused.
At our core is a strategy to report on carbon emissions, to help our customers reduce them, and, where that’s not currently possible directly, mitigate their impact by using carbon insetting certificates from the same mode of transport.
Whilst we are at the forefront of embracing new technologies, our business always puts people first. From our founding years, through the challenges of COVID, Brexit and the cost-of-living crisis, and into today’s turbulent world, we have remained steadfast in investing in high quality, well paid and sustainable employment based on our values.
Our aim is quite simply to be the best freight provider for our customers, the best business partner for our suppliers and the best employer for our people. Our mission statement will help us to focus on both the long-term and the day-to-day.
Our values stay true to who we are
While our mission has evolved, our values remain unchanged. They guide how we behave, work together and support customers every day.
- We are Better Together: We have a friendly, open culture of collaboration, with our customers, suppliers and each other, helping us to achieve the best results and overcome even the most difficult challenges.
- We Own It: We take as much responsibility as we can. Our long-term success comes from listening, learning, and constantly improving.
- We Are Authentic: We do what we say. Being honest, straightforward and humble builds trust in everything we do,
- We Are Creative: We continuously innovate and are tenacious in helping our customers, suppliers, and each other find solutions to achieve their goals.
The way forward
As we continue to evolve, our focus remains on building logistics solutions that are efficient, ethical and sustainable, while supporting the people and partnerships that make them possible. By putting these words into action, I believe we can become an example of better business in our community and help lead the transformation of our industry.
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