In Malaysia’s fast-moving trade ecosystem, logistics is more than just the movement of goods; it's the engine that powers industrial progress. As a major export and import hub, the nation relies heavily on robust logistics operations to keep key sectors like manufacturing, agriculture, electronics, and palm oil functioning smoothly. The logistics sector is also a vital job creator, supporting roles in transportation, warehousing, supply chain management, and emerging tech-driven services.
At the heart of this dynamic industry are companies like Greenlane Freight Sdn Bhd (Greenlane Freight), shaping the future of logistics with innovation and purpose. Founded in 2013 in Penang, Greenlane Freight began as a local service provider and has grown into a trusted global logistics partner. Offering comprehensive solutions ranging from air and ocean freight forwarding to cross-border transportation, warehousing, and project cargo management, the company is driven by a clear mission: to help businesses scale smarter through reliable, future-ready logistics. Their dedication to excellence was recently recognised with the prestigious SME 100 Award.
The Core Values Powering Performance
Under the leadership of Mae Hoo, Chief Executive Officer (CEO) of Greenlane Freight operates with a compact but highly capable team of 10. The company's strength lies not in numbers, but in its people-first philosophy.
“Even with a lean team, we deliver big. Every member is empowered, trained, and aligned with our core values and that’s what makes the difference,” Mae shared.
Greenlane Freight’s operations are anchored by three pillars: innovation, reliability, and endurance. These values shape everything from technology adoption to team development. The company integrates artificial intelligence into vendor systems and employs real-time tracking and automation tools to optimise efficiency. Yet, technology is never a substitute for service; it enhances it.
Clients turn to Greenlane not just for delivery, but for consistency and confidence. By focusing on long-term relationships rather than short-term wins, Greenlane has built a reputation for resilience in a constantly evolving landscape.
Charting a Bold Future
Greenlane Freight’s aspirations for the future are clear and resolute. The company is focused on enhancing earnings and profitability through sustained, strategic business growth. At the same time, it is committed to elevating its brand reputation and strengthening its presence within the logistics and supply chain industry. With a vision to become the most reliable provider of Freight Forwarding, Removals & Relocation, and Project Logistics Management services, Greenlane Freight is paving the way for long-term leadership in the sector.
This forward momentum is fueled by a people-driven approach empowering a team that is inspired, dedicated, and committed to delivering exceptional service to every client. The company's core principles of innovation, reliability, and excellence continue to shape its path, ensuring that each solution offered is not only effective but also future-ready.
As Greenlane Freight continues to grow, it remains steadfast in its role as a trusted logistics partner. With an unwavering passion for progress and client success, the company invites businesses across the globe to join them on their journey driving logistics excellence and creating value at every turn.
A Vision for Sustainable Growth
Looking ahead, Greenlane Freight is focused on profitability, reputation, and industry leadership. The company aims to become the most reliable provider of freight forwarding, removals and relocation, and project logistics management in the region.
Greenlane Freight’s dedication and exceptional performance have been formally recognised with the distinguished SME 100 Award. This accolade not only validates Greenlane’s industry leadership but also enhances its reputation as a trusted, innovative logistics partner unlocking new opportunities for collaboration, boosting credibility, and paving the way for a stronger, more competitive future.
Its growth strategy is people-powered and tech-enabled. With strong investment in talent development and digital infrastructure, Greenlane is paving a scalable path forward. While going public isn’t on the immediate horizon, the company is laying the groundwork building financial transparency, governance, and adaptable systems that can support future expansion.
“We’re not just here to grow fast, we're here to grow strong. That means being consistent, trustworthy, and always one step ahead,” Mae added.
As the logistics landscape becomes increasingly complex, Greenlane Freight continues to balance cutting-edge innovation with operational stability. Its commitment to continuous improvement ensures each solution is responsive to today’s needs and ready for tomorrow’s demands.
Mae Hoo’s Perspective: Scaling with Purpose
For Mae, scaling an SME in the fast moving logistics sector demands more than ambition, it requires strategy, innovation, and a strong foundation. Greenlane Freight’s pursuit of excellence was celebrated with the SME 100 Award, highlighting the company’s leadership and dedication to delivering reliable, future-ready logistics solutions.
“We started by strengthening our systems, improving tracking, automating key processes, and working with vendors to adopt AI tools. It's about building logistics solutions that are not just efficient, but future-ready,” she said.
Although an initial public offering (IPO) isn’t part of Greenlane Freight’s immediate plans, the company is actively preparing to be IPO ready. This involves building strong governance structures, ensuring financial transparency, and maintaining adaptable systems that position the business to remain agile and scalable in a rapidly evolving logistics landscape.
Mae views these preparations as essential for long-term resilience and strategic flexibility. At the same time, she emphasises that SMEs in the logistics sector should focus on delivering customer centric solutions, adopting relevant technologies, and investing in talent. A strong team and digital capability, she believes, are the key drivers of innovation and growth. Industry recognition also plays a role in validating these efforts and encouraging continuous improvement.”
In an industry where every second counts, Greenlane Freight delivers with precision and purpose. As the company scales new heights, its message is clear: let innovation move your business forward.
Discover the spectrum of comprehensive and adaptable logistics management at Greenlane Freight.
This series of Business Stories is in collaboration with the SME100 award.
The views expressed here are those of the author/contributor and do not necessarily represent the views of Malaysiakini.
