The Logistics of Delivering Freshness Nationwide
Let’s start with a simple truth: Making a good product is only half the battle. Getting it to the customer—intact, fresh, and on time—is the other half.
At Amel International Services Limited here in Nigeria, we’ve always understood this. You can have the best custard powder in the world, or the most flavorful cocoa drink mix—but if it arrives clumpy, wet, or two weeks past its prime? Nobody cares how good it used to be. That customer’s trust is gone. And in FMCG, trust is everything.
That’s why logistics isn’t just a back-office operation for us. It’s core to who we are.
So in this article, I want to share a bit of what goes on behind the scenes. The invisible chain of steps that brings Amel Susan products from our plants to kitchen shelves—across Lagos, Kano, Warri, Uyo, and beyond. Because “freshness” doesn’t just happen. It’s engineered.
And truthfully? Sometimes it’s messy. Sometimes it’s harder than it should be. But it’s worth it.
From Production Line to Pallet
Everything starts with timing.
At our facilities, once a batch of corn flour, custard, or cocoa is blended, tested, and packaged, the clock starts ticking. The sooner it moves, the better. We don’t let finished goods sit too long on-site. That’s not just a space issue—it’s about integrity. The less time a product spends idle, the better its shelf life when it reaches the end user.
Products are coded by batch and date, and loaded onto pallets with a clear rotation system: FIFO—first in, first out. Simple, but crucial.
From there, dispatch teams coordinate with our in-house logistics unit to match inventory with destination—whether it’s a distributor in Benin City or a retailer in Gombe.
But the real challenge? Nigeria’s roads.
Ask any Nigerian manufacturer and they’ll tell you—logistics isn’t just about trucks. It’s about weather, fuel prices, and potholes the size of small craters.
There are routes we’ve learned to avoid during rainy season. Others that require offloading into smaller vehicles to get across narrow village bridges. Sometimes, we plan deliveries at dawn to beat traffic or curfews in certain towns.
We once had a truck carrying cocoa drink sachets break down just outside Makurdi. It was 38°C. There was no shade. And we had 16 hours to reach a distributor before their store opened for a regional promo.
We called in a backup truck. Shifted the pallets manually. Drove through the night. Delivered on time.
Not because it was convenient. But because we’d promised freshness. And freshness, in our world, is a promise with a ticking clock.
Another thing we’ve learned? Packaging isn’t just about branding. It’s about protection.
Our custard, for instance, is vulnerable to moisture. So we invested in double-sealed, foil-lined pouches that resist humidity—even in open-market environments. Our cocoa drink sachets are tested for tear strength because we know they’ll be stacked, squashed, and transported in ways we can’t always control.
And for bulk orders, we use reinforced cartons with pallet-ready dimensions—so nothing gets damaged in transit, even if forklifts are involved.
That attention to packaging has saved us countless returns. But more importantly, it’s saved customers from opening a product and finding it spoiled.
Cold Chains Without Cold Storage
One of the trickier challenges we face is preserving product stability in hot zones—especially the far north—without relying on refrigerated logistics.
That’s where formulation meets logistics. We’ve worked with our R&D team to develop blends that hold up better under high heat, without artificial preservatives. But we’ve also trained our drivers and vendors to avoid certain practices—like storing cartons on hot metal surfaces or stacking them under direct sunlight.
Is it perfect? No. But we’re closing the gap, shipment by shipment.
Building Trust With Transporters
Here’s something people don’t talk about enough: your truck driver can make or break your reputation.
At Amel International Services Limited, we’ve built long-term relationships with our core transport partners. These aren’t just guys with lorries. They’re partners. We know their names. They know our routes. Some even call ahead to local retailers if they’re running late.
We once had a driver, Salisu, reroute through a safer road when protests blocked his main path to Enugu. He paid the tolls out of pocket and called us only after delivery to say, “It wasn’t your fault. Customers shouldn’t suffer.”
That kind of ownership can’t be taught. But it can be appreciated.
Tech That Tells the Truth
We’ve also embraced basic logistics tech—not the fanciest systems, but the kind that gives us visibility.
Each truck is GPS-tracked. Dispatches are logged digitally. Shelf-life timelines are monitored by batch code.
It’s not flashy. But it lets us answer the phone and say, “Yes ma’am, your delivery is 35 minutes away. The driver’s name is Musa, and your batch expires in 14 months.”
That level of confidence builds trust. And trust brings customers back.
Looking Forward: A Bigger, Smarter Network
As demand grows, so does our need to scale responsibly. We’re not just moving more cartons—we’re moving into new territories. New countries, even.
This year, as Amel International Services Limited was nominated for the 2025 Go Global Awards—hosted by the International Trade Council in London—it gave us more than recognition. It gave us perspective.
This event isn’t just an awards show. It’s a gathering of global leaders solving the same problem: how to move quality products at speed, at scale, without losing the heart of the brand.
For us, being in that room means learning how to improve—maybe even help others do the same.
Final Thoughts: Freshness Is a Moving Target
In a perfect world, every carton would arrive early, every road would be smooth, and every climate would cooperate.
But the world isn’t perfect. It’s real. And in the real world, logistics is a living, breathing thing. It requires sweat. Instinct. Flexibility. Human connection.
At Amel International Services Limited, we don’t just make food products. We move them. Carefully. Intentionally. Sometimes against the odds.
Because behind every pack of custard or cocoa drink is a silent promise: it will taste the way you remember.
And that promise rides on wheels.
