Challenge Group’s goal is to be the first choice for companies, wherever they are in the world and whatever logistical or aviation challenge they might have. Actively focused on building tomorrow’s end-to-end air cargo logistics, the company regularly challenges themselves internally, as they strive for operational excellence.

Having started out in Tel Aviv, exporting agricultural products out of Israel, Challenge has grown into a global carrier that moves goods to destinations in America, Asia, Europe and the Middle East.

Complete package

“Innovative, integrated, international and, above all, individualised solutions. Those are our Challenge Group promises to you,” Challenge Group CEO Yossi Shoukroun explained.

That pledge to customers is reflected in the solutions offered by Challenge Group, providing fast, complete and professional solutions from freight to finish. The company lays out its offering under three headlines: From freight to finish; freight fusion; phenomenal freight.

The first is achieved by Challenge Group’s eight specialised subsidiaries that are able to provide tailored, end-to-end air cargo and aviation solutions.

Freight fusion works to ensure Challenge has no limit to the combination of services it can offer. Air cargo solutions are made to measure from air lift or maintenance to ground-air-truck services.

The final service fulfils Challenge Group’s statement that “non-standard is our standard.” After all, 65 % of shipments Challenge Group handles, fall outside of the norm, and require individual, industry-specific solutions.

“In the post-pandemic era, I believe this is the new value proposition our customers are looking for and represents the best business approach to the supply chain,” Shoukroun explained.

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Flying high

Throughout 2022, Challenge Group handled 350,000 tonnes of cargo through the company’s hub in Liege. Within its strong year of operations, Challenge flew more than 5,000 horses, day-old chicks and exotic animals, as well as organising more than 230 charters.

During the year, Challenge Group marked the start of its newest airline; Challenge Airlines MT. The launch of the Maltese cargo carrier brought the group’s total number of airlines to three, now all flying under the Challenge Airlines brand name.

As part of the corporate rebranding, the Group’s longest serving airline, previously known as CAL Cargo, became Challenge Airlines IL, and significant investments were made in a new headquarter building in Tel Aviv, as well as the addition of two Boeing 767-300BDSF to the fleet.

Together with Challenge Airlines, the group served ten new airport destinations across Europe, the Middle East, Canada, and Asia, in 2022, almost doubling the scope of its scheduled network.

“With additional four B767 converted freighters, we’re doubling our fleet to support our expansion plan towards a more sustainable future,” Shoukroun said.

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New routes

With an international network, Challenge Group is always looking to explore new markets that present exciting opportunities. January saw the carrier launch its historic, inaugural flight from Istanbul, Turkey, carrying a mix of the country’s main export products, such as garments, fabrics and automotive parts from key international customers.

The event market the start of the company’s newly scheduled operations out of the global hub, linking Turkey to European nations, as well as to the US and Far East. From the start of this year, Challenge Airlines operates two Boeing 747F flights per week, totalling a capacity uplift of 240 tonnes.

“As the world’s 29th largest exporter with one in two of its exports heading to Europe, Türkiye is a significant contributor to global trade, and Challenge Group, with our established Liège hub at heart of Europe, is a perfect business fit,” Or Zak, Commercial Vice President of Challenge Group said at the time.

“We consider ourselves an enabler to the global trade and agility is one of our corporate values, therefore we continuously adjust and review our schedule in response to the new trade dynamics, customers’ needs and supply chain requirements,” Shoukroun added.