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Rico Brizuela

Mr. Rico Brizuela was working as a professional manager in the cargo division of an established logistics company when, 25 years ago, a nagging thought preoccupied his mind– that instead of just offering services and making profits, a business should be useful to the community and the country. Mr. Brizuela then decided to leave his employer and try his idea out on his own.

Mr. Brizuela co-founded Airlift Asia, Inc. in 1980. The company took advantage of the export boom in semiconductors and electronics, whose manufacturers became Airlift Asia’s premiere clients when it started. The company soon gained a reputation as an air cargo logistics company that provided quality services. Under Mr. Brizuela’s direction, Airlift Asia differentiated its services in a highly competitive industry by offering value-added and value-formoney services, and ensuring strong customer relationships. “Quality beyond excellence” is Airlift Asia’s corporate motto, and it is also Mr. Brizuela’s personal philosophy. The focus on quality earned for Airlift Asia in 1997 its ISO certification from the SGC Yarsley International Certification Services Ltd. of the United Kingdom. Airlift Asia is also the only Filipino member company of the World Air Cargo Organization.

In the 1990s, when multinational players such as DHL, Nippon Express, FedEx, and Geologistics entered the scene, Airlift Asia intensified its customer relations, offering services tailored to the individual needs of its customers. It also provided clients with manpower to perform certain services such as monitoring of purchase orders and customer service, shipping, receiving, and warehousing. It was this service innovation, which the multinational competitors could not offer as quickly as Airlift Asia could, that kept the company among the top five airfreight forwarders in the country.

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