In this edition of The Voice of Atlas, we speak with Joao Rodrigues from Transnatur S.A, Portugal, about his journey in the logistics industry. He shares how his passion for the field began, the evolving trends shaping the sector, and why strong personal relationships remain at the heart of success. From technological advancements to industry myths, Joao offers valuable insights into the world of logistics and beyond.

How did you first get interested in logistics, and what keeps you motivated in this field?

My father worked in logistics as well, being the biggest role model to me . Seeing his passion for the business every day made me think that this might be the right path .
What keeps me motivated is to get the chance to know new people and cultures , to be part of a key strategic sector that keeps our world running as we know and to support our customers/partners in their logistics quests all around the world , in each experience I always learn something new.
Logistics is always around us , sometimes we just don’t realize that.

What do you think is the most exciting trend currently shaping the logistics industry?

There are many trends currently in my perspective but I would say the latest boom over the past years of acquisitions and merges the latest technological developments like IA and the transition to green energies.

How have you seen technology transform logistics in the past five years, and what are you most excited about for the future?

The technological evolution was huge in the past years , right now we can monitor any shipment anywhere and this brings a huge pressure to everyone involved in the supply chain .

I feel that it’s critical to optimize business processes and to keep the supply chain moving effectively and efficiently, but at the same time Logistics will always be a people’s business , having only good systems won’t make you thrive as a company.

I’m excited to see how IA will impact our business on a micro and macro scale, but for me the people are and always will be the key to succeed in Logistics.

What’s the biggest myth about logistics that you wish you could debunk?

I wouldn’t say a myth but I think that logistics is sometimes underrated , our job seems simple from and outside perspective but is nothing close to that.

How does your company set itself apart from competitors in the logistics space?

We take pride in our close, personal relationships with customers, suppliers, and partners. As a company that values tailored solutions, we continue to provide customized services for businesses of all types. This commitment has been the driving force behind our success and growth over the years—and will remain so for many more to come.

What valuable life lesson has your experience in logistics taught you?

No matter what you think you know , there is always someone who knows something you don’t.

What’s one resource or feature within the network you think more members should take advantage of?

Beyond the technical resources and tools Atlas provides its members, what truly sets us apart is the personal connection felt at the conferences. Last year was our first, yet it instantly felt like we had been part of the family for years.

How do you unwind during your free time?

For me, being with my family is everything I need to recharge my batteries. Apart from that, as a football lover, I enjoy playing occasionally and watching matches whenever I can.

If you could swap jobs with anyone for a day, who would it be and why?

As a football lover, I would say my dream would be to become the president or head coach of Boavista FC, the club I support in Portugal. I’ve already had the experience of playing for the team, which is a memory I truly cherish, so it would be exciting to experience it from a different role.

Thank you, Joao Rodrigues, for sharing your insights and experiences with us!