In this exclusive interview, we sit down with Mr. Andre Kriel, CEO of Schmidt ME Logistics, to explore his professional journey, leadership philosophy, and the company’s impressive growth in the Middle East. With a strong foundation in finance, Mr. Kriel has successfully guided the company’s expansion across the UAE, Oman, Saudi Arabia, and Bahrain. Under his leadership, Schmidt ME Logistics has embraced technological advancements and sustainability to revolutionize chemical logistics. From reducing carbon footprints to implementing innovative supply chain solutions, Mr. Kriel shares insights into the company’s strategies, challenges, and future vision. Join us as we delve into his approach to leadership, market adaptability, and the impact of AI in logistics.
Innterview feature highlighting the professional journey and business growth of Mr. Andre Kriel – CEO of Schmidt ME Logistics.
Our company has German roots, with well-established businesses all over Europe. I cannot take credit for making the first step in the Middle Eastern market—it was our company owner, Mr. Thomas Schmidt, who decided to expand into this region. Now, with over a decade of experience in the GCC, I can confidently say it was a great decision. We started small, but we have grown significantly through facilities and projects in the UAE, Oman, KSA, and Bahrain. I come from a finance background and have evolved into my role as a leader. Just like our company, I strive to stay sharp and proactive, never shying away from learning and venturing into new fields… He says
How do you stay ahead of technological advancements in your industry, and how has this impacted your business model?
We are at the forefront of technological advancements in our industry. We have a dedicated department that focuses on new technologies and innovations for our vehicles, silos, and overall processes. Our company exclusively manages the supply chain of dry chemicals—from production through delivery to the end customer. Our primary goal is to reduce the carbon footprint associated with traditional logistics. In fact, our innovative logistics methods can reduce emissions by up to 30%. Additionally, our processes guarantee zero spillage, setting us apart from conventional methods.
What role does artificial intelligence play in your current operations or future plans?
At present, artificial intelligence plays a minor role in our operations. We mostly use AI for research, trend analytics, and social outreach, viewing it as a helpful tool. However, we take pride in our traditional approach by relying on our people—their creativity, professionalism, and life experience—to drive our progress. That said, we remain open to AI developments, such as autonomous truck driving, which could impact our industry in the future.
Can you share a significant challenge you’ve faced in your business and how you overcame it? Challenges keep us sharp, and we encounter them weekly without ever sweeping them under the rug. We face each challenge head-on and strive to make the best out of every situation. One ongoing challenge is transforming chemical logistics packaging—from using 25kg bags to handling chemicals in bulk with more silos and fewer warehouses. This change would reduce transportation routes, handling time, costs, manpower, and space requirements. Moreover, our spill-free process not only protects the environment but is also faster and more visually appealing. This remains an ambitious goal that we are actively working to overcome.
How do you approach strategic planning and decision-making in your organization?
I don’t approach strategic planning and decision-making alone; I collaborate closely with my team. I believe that multiple perspectives are invaluable—five heads are always better than one. Although I retain veto rights, they are rarely needed because joint decision-making fosters strong commitment and collective responsibility.
What is your approach to leadership and fostering a positive company culture?
Leadership today requires creating a happy and safe work environment. In the UAE, for example, we face challenges such as cultural clashes, language barriers, and diverse religious backgrounds all within confined spaces. My goal is to make every employee feel like an integral part of the company and ensure their voices are heard. It can be challenging to balance this with operational control, but I trust my managers to make informed decisions. I’ve learned that there are many routes from point A to point Z, and my focus is on reaching Z economically while allowing my team the freedom to innovate. Every Friday, we have a take-away day where the whole team shares a meal chosen on a rotating basis. We use this time to discuss everything—from daily business to personal stories. We also celebrate birthdays together, reward great ideas with cash bonuses, and provide conveniences like an on-site washing machine. Additionally, we have a mosque and two kitchens, and we emphasize cross-training so that every employee is capable of handling tasks in multiple fields.
How do you ensure your business remains adaptable and responsive to market changes?
We control our growth pace and don’t chase every opportunity. By keeping our structure efficient and lean, we remain agile—like a small boat that can turn quickly. We learned early on that “the only constant is change,” and we are well-prepared to adapt. Additionally, we continuously invest in talented people who drive our adaptability.
Can you discuss a recent innovation or project that has been particularly successful for your company?
In Oman, a company produces polymers using a raw material called fresh catalyst. After processing, 70% of this raw material is expelled as waste—referred to as spend catalyst—which was once exported to Germany at a high cost. We converted a local cement plant in Oman to utilize this waste product, resulting in higher-quality cement and reducing logistics costs by 80%. This project also achieves 100% chemical waste recycling, transforming it into a superior product.
What are your long-term goals for your business, and how are you working towards achieving them?
We are in the process of building more facilities in Saudi Arabia and expanding our facility in the UAE. The chemical logistics market in the Middle East is vast but traditional, leaving plenty of room for innovation. Our goal is to secure our share of this evolving market by continually introducing new, efficient, and sustainable practices.
What advice would you give to emerging entrepreneurs in your industry?
Take your time and be patient. Understand the unique challenges of doing business in the Middle East thoroughly—this includes the procedures, policies, and rules. Without a deep understanding, you risk losing significant time and money. Invest ample time in planning rather than rushing into execution, as mistakes are costly in the long run.
