William Racinne, managing director of Petit Forestier South Africa, leads a company with an ambitious vision for growth and sustainability in the South African refrigerated transport sector.
Petit Forestier focuses on industries that need refrigeration within the context of regulations governing the cold chain. Their refrigerated vans, display fridges, and refrigerated containers cover all logistics needed in terms of temperature-controlled storage and transport, from product manufacture to the end consumer, from field to plate.
From expanding within the Southern African Development Community (SADC) region to embracing cutting-edge technology and sustainability initiatives, William says Petit Forestier South Africa is positioning itself for long-term success in a competitive and rapidly evolving market.
With a strong focus on collaborating with trusted local suppliers and a commitment to reducing its carbon footprint, Petit Forestier is paving the way for a greener, more efficient refrigerated logistics industry in South Africa.
Family Business
William, who is 36 years old, says he started his career in the oil and gas industry before transitioning to the airline sector in West Africa.
“Petit Forestier is a family business that I have known since my childhood. I joined the company in 2022 and was extremely motivated to develop and grow the business in South Africa.
“We expanded our footprint, hired more talented local people, and doubled our fleet in less than two years. I am confident that today, Petit Forestier is becoming a reference point in South Africa for all cold chain partners,” William explains.
Tailor-Made Solutions
As a global leader in refrigerated solutions rental, Petit Forestier has a great opportunity to become a key player in South Africa.
“Today, we offer unique, tailored services to our customers, addressing their need for a reliable cold chain. We have a fleet of 400 trucks, ranging from light commercial to heavy commercial vehicles.
“Our focus is on secondary and last-mile deliveries. With a growing population, we expect our fleet to continue expanding.
“We are focused on providing the most reliable and sustainable cold chain solutions for the Southern Africa region. We are exploring electric vehicles and battery-powered fridge units. We cannot continue relying on fossil fuels as we have been.
“Even though the transition may not happen quickly, we know that the authorities are seriously considering this shift. Change is inevitable, and we are ready to embrace it. We will invest carefully in the best and most sustainable solutions to support the needs of our partners.”
Technology as a Stepping Stone
William says technology plays a huge role in improving the efficiency and reliability of Petit Forestier’s fleet in South Africa.
“Technology plays a pivotal role in enhancing the efficiency and reliability of our fleet in South Africa. Staying abreast of global technological advancements is crucial, especially in the realm of innovation. We draw inspiration from various industries that introduce transformative changes.
“Engaging in discussions with local leaders provides valuable insights into their business management and innovative strategies, which we can adapt to optimize our operations. Embracing change is essential, and without evolving our business practices, we cannot achieve the desired results.”
Strong Customer Base
Petit Forestier South Africa enjoys a strong customer base, and William believes this is a good foundation upon which to develop their expansion and visibility in other countries in the region.
“We have a strong customer base in South Africa, ranging from small business owners to medium and large corporations. We offer a personalized experience through our full-maintenance lease, ensuring that our customers have the distribution solutions they need and that we take care of all aspects of the service.
“Our motto is to provide peace of mind to our customers regarding their distribution needs. Our refrigerated truck rental solutions, without drivers, are an excellent way for businesses to keep their distribution running smoothly without challenges, allowing them to focus on their core operations.
“While we encounter some reluctance from customers who prefer owning their vehicles, the ultimate goal is not about owning the distribution vehicles but about enabling businesses—such as meat producers or dairy product suppliers—to focus on their core business and opportunities.”
Navigating Past Obstacles
William admits that Petit Forestier has faced numerous challenges in the South African refrigerated transport industry. However, through innovation and thinking outside the box, the company has developed solutions that have ensured they remain an industry leader.
“In South Africa, the key challenges we face include the quality of the roads and ongoing security concerns. To address these, we have a dedicated team that monitors our vehicles constantly, ensuring their safety and location tracking at all times.
“Additionally, we place a strong emphasis on driver training, making sure that all drivers are well-prepared with the necessary skills and knowledge before operating our vehicles.
“Another challenge is the need to diversify and empower the local workforce. We are committed to promoting gender equality within our industry and are actively working to bring more women into the sector.
“We offer training programs for women to become refrigeration technicians, diesel mechanics, or workshop supervisors, which is an important step towards creating a more inclusive and skilled workforce in the refrigeration and transport industry.”
Smaller Carbon Footprint
Petit Forestier’s long-term sustainability goals in South Africa include ambitious targets for incorporating electric vehicles into their fleet, aiming to introduce a significant number by 2028.
“We are actively collaborating with our local partners to explore innovative solutions that not only help them reduce their environmental impact but also support our shared goal of sustainability. We are committed to reducing our carbon footprint, and we recognize that every small step counts toward making a meaningful difference.
“Additionally, we have a dedicated team at our headquarters focused on researching sustainable solutions across all the markets in which we operate.”
Future Trajectory
Petit Forestier South Africa is focused on growing sustainably by partnering with a select group of trusted suppliers who share their vision. Key collaborations include working with chassis providers like Isuzu and UD Trucks, IceCold Bodies for insulated boxes, ThermoKing and Spheros for refrigeration units, and DH Lift for tail lifts.
“It is essential to have strong local partners who understand our identity and the successful model we’ve established in Europe. Together, we are laying the foundation for long-term growth in South Africa and beyond.
“Currently, our head office is in Midrand (Gauteng), and we also have branches in Cape Town and Durban, with service points in George, Port Elizabeth, East London, Mthatha, and Kokstad.
“Our goal is to expand strategically by opening new branches to ensure we have a solid network and comprehensive coverage across the country. South Africa is vast, and we recognize the importance of being present in multiple regions to serve our customers effectively,” William concludes.
