Geraldton Fishermen's taps Microlise for AI-driven supply chain
Microlise has entered a new partnership with Geraldton Fishermen's Co-operative to provide advanced transport technology and enhance the efficiency, safety, and product quality of GFC's supply chain.
Enhancing the supply chain
Geraldton Fishermen's Co-operative (GFC), the world's largest processor and exporter of rock lobster, will implement Microlise's technology across its operations. The aim is to digitalise planning and optimisation, improve delivery management, and introduce AI-driven safety systems for drivers transporting perishable seafood products over long distances.
Microlise's suite includes advanced planning and optimisation tools, delivery management systems featuring electronic proof of delivery, and driver safety solutions that leverage artificial intelligence. These tools are intended to improve real-time supply chain visibility and streamline every stage of GFC's cold-chain network, which is critical for the export of premium Western Rock Lobster.
Focus on safety and efficiency
Luke Olsen, Managing Director - APAC at Microlise, said, "We're proud to partner with GFC to support such a unique and critical supply chain. By combining our AI-enabled Driver safety systems and advanced planning and optimisation tools with GFC's deep industry expertise, we can help deliver measurable improvements in safety, efficiency and product quality, directly benefiting their members and customers."
GFC has identified the need to boost profitability, create more secure workplaces, and operate an efficient supply chain as core priorities. The company also faces challenges related to the long distances its products must travel, maintaining the integrity and quality of perishable goods, ensuring driver safety, and responding to dynamic market conditions.
Michael May, GFC Supply Chain General Manager, commented, "Our challenges in delivering maximum value to our members include long transport distances, keeping lobsters in top condition, managing driver safety and responding to the dynamic nature of our industry. Microlise helps us address all of these with a single, integrated system."
Microlise's technology platform, including Driver Excellence and AI-powered Driver Distraction Cameras, aims to digitalise and streamline GFC's supply chain while enabling real-time monitoring of product and driver performance. This integrated approach is expected to help maintain the condition of lobsters during transport, reduce incidents, and ensure safety across operations.
Michael May added, "Safety is a foundation of this investment. Protecting our drivers and our members' product is non-negotiable for us, and Microlise helps raise the bar across the board."
Sustainability and future plans
The collaboration also supports the sustainability and profitability of Australia's seafood export sector by adopting technology to manage and optimise complex logistics. GFC exports Western Rock Lobster to markets worldwide and the ability to precisely monitor and document conditions during transport is essential for maintaining product quality and complying with market requirements.
According to Microlise, digital traceability and additional technologies are under consideration as GFC looks to further modernise its operations and enhance returns for its members in the future.
Industry context
Microlise has noted a period of substantial growth across Australia and New Zealand, with increased demand for its transport technology solutions among logistics and transport companies. The company provides modular, end-to-end transport technology to more than 2,500 businesses worldwide, including major retailers in Australia, New Zealand, and the UK such as Woolworths, Coles, Foodstuffs South Island, Foodstuffs North Island, Tesco, and Waitrose.
