A visionary and creative thinker, Rudee Bertie refuses to settle for mediocrity and embraces challenges with vigor. As the Co-founder and CEO of Customs Clearance Ltd (CCL), he has dedicated his career to revolutionizing crossborder import/export gateway eCommerce logistics. With over two decades of experience in the field, Rudee’s leadership has propelled CCL to global recognition for its service excellence, flexibility, responsiveness, and expertise. He prides himself on his ability to listen attentively, delegate effectively, motivate teams, and solve complex problems, consistently pushing the boundaries to achieve optimal outcomes in business.
Beyond the boardroom, Rudee finds fulfillment in family, friendships, and giving back to his community. He is passionate about supporting and encouraging others, serving as a mentor and teacher to those in need. Grounded in his roots, Rudee values authenticity and remains connected to his origins, cherishing the journey that has shaped him into the leader he is today.
Transitioning to New Creative Endeavors
Rudee’s journey from humble beginnings in the multicultural neighborhood of Chalvey, Slough, shaped his determination and resilience. Growing up on a council estate with three sisters, Rudee learned the value of hard work and perseverance from an early age. His entry into the world of international freight forwarding began as a teenager when he embarked on an apprenticeship at Meadows Airfreight in the mid-1980s. Despite being unfamiliar with the industry, Rudee embraced the challenge with enthusiasm, driven by his desire to excel and seize new opportunities.
After completing his apprenticeship, Rudee secured full-time employment at Meadows and embarked on a successful career trajectory, holding various roles in different companies within the industry. However, he harbored ambitions of building something of his own.
In 1999, Rudee realized his entrepreneurial aspirations by founding Customs Clearance Limited (CCL). As co-founder and CEO, he played a pivotal role in steering the company’s growth and success over the next 23 years. Under his leadership, CCL became renowned for its service excellence and industry expertise.
In 2021, Rudee made the decision to transition from CCL to pursue new creative endeavors, leaving behind a legacy of innovation and achievement in the field of crossborder logistics. Despite his departure from the business world, Rudee’s entrepreneurial spirit and commitment to excellence continue to drive him forward on his journey of personal and professional growth.
Recognizing the Role of Technology in Logistics
Rudee’s forward-thinking approach to logistics is deeply rooted in his recognition of the pivotal role that technology plays in shaping the future of the industry. With a keen eye for innovation, he has long understood the transformative power of technological solutions, particularly in the realm of eCommerce supply chain logistics.
Having witnessed the rapid evolution of technology over the years, Rudee remains committed to embracing cutting-edge solutions that enhance performance and accuracy in supply chain operations. He firmly believes that technology is not just a tool but a driving force behind logistics advancements, especially in the eCommerce sector.
In his experience, Rudee has observed a reluctance among some leaders to fully embrace technology, particularly in traditional freight forwarding circles. However, he sees this mindset as outdated and counterproductive in today’s digital age. For Rudee, collaboration with digital platforms is essential for unlocking the full potential of businesses and staying ahead of the curve in a rapidly evolving landscape.
With a wealth of knowledge and expertise in eCommerce logistics, Rudee is passionate about advocating for the adoption of technological solutions to drive innovation and efficiency. His advice to industry leaders is clear: embrace technology, leverage digital platforms, and remain open to new ideas to propel your business forward in the digital era.
Integrity, Respect, and Accountability
As Co-founder/President/CEO/Director of the company, Rudee’s responsibilities encompass guiding, assisting, and nurturing the team, fostering a culture of encouragement and mentorship. He believes in supporting individuals, sharing experiences, and providing education to empower the team members. Rudee values integrity above all else, emphasizing the importance of honesty, sincerity, and hard work. He holds himself accountable for treating others with respect and expects the same in return. Rudee understands that investing in people is essential for the success of the business, as their dedication and commitment drive the company forward.
Balancing Individual Leadership and Team Collaboration
Rudee emphasizes the importance of personal connection and genuine investment in his interactions with colleagues, often taking time out of his schedule for non-work-related conversations. During his tenure at CCL, he dedicated significant time each day to engage with staff individually, fostering relationships and understanding their personal backgrounds.
Regarding the balance between individual heroics and team processes within organizations, Rudee believes it’s a combination of both. While strong individual leaders are essential for effective management, they must also collaborate with a cohesive team to achieve collective goals.
When it comes to hiring new team members, Rudee prioritizes traits such as honesty, integrity, character, initiative, and the ability to learn and adapt. These qualities are fundamental for fostering a positive work environment and driving success within the team.
Future Lifestyle Plans
Rudee explains that there was a significant risk involved when they invested in CCL. They had to use their homes as collateral for the investment. However, this investment allowed them to become the leading provider of gateway customs clearance solutions. Now Rudee is focusing on his eCommerce supply chain hub, NeX, and his consultative businesses, as he moves forward after his involvement with CCL. By envisioning a transition from day-to-day operations to focusing on fostering relationships behind the scenes, Rudee shows strategic foresight and a long-term vision for the business’s success.
Looking ahead, Rudee sees himself transitioning to a more leisurely lifestyle in five years, at the age of 60. His plans include splitting time between two sunny locations, embracing a slower pace of life, and enjoying the fruits of his labor while maintaining passive involvement in business endeavors. This vision reflects Rudee’s desire for a balanced lifestyle, where he can enjoy personal fulfillment while still maintaining a connection to the business world.
Leadership Advice
Rudee advises aspiring leaders to thoroughly understand their business, including its services, strengths, weaknesses, and unique selling points. He emphasizes the importance of prioritizing people, treating them with respect and care, as they are essential to the success of any business. Rudee suggests focusing on core principles while remaining open-minded to change and pivoting when necessary. Delegation is key, and bringing in personnel with complementary skills can enhance overall effectiveness. Finally, he stresses the significance of believing in oneself and the business, as conviction can inspire confidence and trust from others.
