In this series we talk to the individuals and companies helping retailers become greener businesses – highlighting the tools, technologies, and options available to support a change in environmental focus.
Freight forwarding company FSEW announced last week it is working with Tesco again to provide a fully electric distribution service lane between the retailer’s supplier in Maesteg and Tesco’s distribution centre (DC) in Magor, Wales.
Four trucks using a combination of 37 tonne Volvo, DAF, and Mercedes-Benz eActros 600 electric vehicles (EV) comprise the new service, helping the UK’ largest retailer to transport hygiene paper products across its network in a low carbon way.
Green Retail World (GRW) caught up with FSEW managing director Geoff Tomlinson (GT) to discuss this latest strategic partnership, his views on retail sustainability, and how to make low carbon transport commercially viable.
GRW: What is FSEW and what is its role in the retail space?
GT: I launched the business in 2002 after spotting a gap in the market for a customer orientated global freight forwarding company. Fast-forward two decades, and FSEW now operates from our base at Wentloog, Cardiff, with a workforce of over 100 people and an annual turnover of £19 million.
We provide integrated intermodal freight transport services across the UK, Europe, and internationally. We work with a number of blue chip companies across the retail sector and are helping them to move their goods in a more sustainable way, supporting their net zero targets.
GRW: How would you describe FSEW’s approach to sustainability?
GT: Decarbonisation has been front and centre for us since 2017. I read an article stating that Cardiff was one of the most polluted cities in the UK, particularly on a road we frequently use, with four schools nearby. My children were just toddlers at the time. That hit hard.
We set a target to become diesel-free by 2025 and achieved it a year ahead of schedule.
This has avoided over 2.4 million diesel kilometres, equivalent to 2,400 tonnes of CO₂ saved. Our electric fleet currently stands at ten, consisting of Volvo, DAF and Mercedes Benz eActros 600 trucks.
At the heart of our sustainability strategy is the commitment to simplify freight transport for major retail brands across road, rail, sea, and air while helping them reduce their carbon footprint. The logistics industry is a heavy polluter, and I realised early on that we could do things differently. Our mission is to make freight cleaner, more sustainable, and still commercially viable.
GRW: Talk to us about the retailer partnerships you have…
GT: FSEW operates in one of hardest to electrify sectors, running containers and full curtainsider trailer loads from Cardiff all over the UK. We take containers to and from the terminal and do a lot of work for Tesco and its suppliers. We also use rail and we’re probably the biggest user other than Freightliner of the railway into Cardiff from Southampton.
Launching the UK’s first commercial use electric HGV in partnership with Tesco in 2021 was a proud moment. Here we deployed our first two electric trucks, which were put to work on the Tesco secondary distribution contract, delivering to Tesco Extra stores. This involved the movement of rail boxes from Wentloog rail terminal in Cardiff to Magor DC and Tesco stores.
[As referenced above], we’ve also entered a second EV project with Tesco, launching the first fully electric truck lane between Tesco DCs in Wales. This new service will transport products using four fully electric heavy freight articulated trucks. In addition we’ve also recently started a further trial of a second fully electric lane from Maesteg to Tesco’s Lichfield DC.
GRW: What is FSEW’s ‘GreenFlow’ proposition?
GT: GreenFlow is a brand new product that allows our clients to ship to and from anywhere in the world whether it is by road, rail, air or sea net zero. It will make a major impact to those companies that will need to meet a reduction in scope free targets. It is a significant step forward for the industry with FSEW leading the field by offering this across all modes of freight transportation.
GreenFlow isn’t just about moving goods; it’s about redefining how your business contributes to a sustainable future. Using data and insights we can demonstrate how retailers can reduce Scope 3 emissions, forming a critical part of their sustainability strategy. This is a game changer because we’re the first general freight forwarding provider to offer this.
We’re reshaping customer behaviour, collaborating with our peers, and establishing supply-chain emission transparency, while responding to market demands and maintain best in class service. The changes we are making are a strategic shift to deliver efficient, greener freight solutions and lower carbon emissions for both FSEW and our retail customers.
GRW: What is next for FSEW?
GT: We currently operate a fleet of 40+ trucks and plan to grow that to 100 within two years. We’ve just taken delivery of our first Mercedes-Benz eActros 600 units, which bring our total electric HGVs to ten.
We’ve also purchased a 2.5-acre site in Cardiff to create a low carbon freight hub, powered entirely by renewable energy. It will include our new HQ and eight 480KW DC truck chargers and will be available to third-party operators.
We recently announced our strategic partnership with Zenobē, the EV fleet and battery storage specialist. Zenobē has been appointed as charging infrastructure partner for this project, given their extensive experience in this space. The hub will be the first in Wales to be powered entirely by renewable energy sources and one of the UK’s first low carbon freight hubs. This is an exciting and pivotal moment in our plans to create the UK’s first low carbon freight hub by January 2026 and we’re looking forward to working with Zenobē.
Zenobē will bring its extensive bus fleet electrification expertise to its first truck charging infrastructure project in the UK. It will install eight 480W DC chargers, with the option to expand, into the 2.5-acre open access hub that was recently granted planning permission.
We’re doing all this for better health and air quality and to encourage operators in our sector to change their thinking. It will put Wales on the map as a leader in green logistics, helping us scale sustainably and create new jobs. This all forms part of our journey as a champion for decarbonisation across the retail sector and beyond.
GRW: Where can more work be done, more quickly, to really help retail reduce its impact on the planet?
GT: Embracing electric vehicles is a key way for retailers to curb their supply chain emissions and demonstrate how important EVs are for the future. Promoting a low carbon transport solution has to appeal to different people within customer organisations as traditional transport buyers are mainly concerned with price and service levels.
The retail sector is seeing more focus on sustainability officers who are now being hit with net zero targets. There are also internal carbon taxes, especially for the larger businesses that may be owned by European mainland-based businesses. This means the net zero agenda is changing and moving higher up the table but there is still an awful lot that needs to be done. We all understand the importance of doing our bit to protect the planet and safeguard our children’ futures. We’re working hard to help retailers address their sustainability targets. The sector is evolving but it’s not happening fast enough and I’m doing all I can to accelerate this work.
At Green Retail World we are giving greener retail champions, like Geoff and FSEW, a chance to explain how they are helping retailers become greener businesses. Please contact editor, Ben Sillitoe, if you’d like to put yourself forward for an interview on this key subject. Sharing good practice can help the wider sector move in a positive direction.
[image credit: Owen Mathias Photography for FSEW]
