CAL Cargo has been renamed as Challenge Airlines IL as part of Challenge Group’s rebranding and harmonisation strategy.
As part of the revamp, Challenge Airlines IL will move to new headquarters in Tel Aviv and add two Boeing 767s to its fleet, which are being converted into freighters.
Founded in the 1970s to transport Israeli agricultural exports to Europe, CAL Cargo was acquired by its subsequent Chairman of the Board, Offer Gilboa, laying the foundations for the development of Challenge Group.
He introduced a commercial approach to the airline’s activities, opened new destinations, and cemented its position as a key player in the air cargo market, with its slogan “Challenge Accepted!” summing up its attitude to business.
Yossi Shoukroun, CEO of Challenge Group and new CEO of Challenge Airlines IL says, “There is something quite poetic in an airline originally set up to fly agricultural produce, actually becoming the seed that grew to form the roots of our Challenge Group, today.”
The airline is investing in its fleet and facilities, so now is the time to do the rebranding, says Shoukroun.
“CAL Cargo has built up an excellent reputation over the past 46 years, as an expert in uplifting complex, outsize shipments. Hence its tagline ‘Your non-standard is our standard’. We felt that the time is now right to reward CAL Cargo’s contribution, both by investing in renewing its fleet and facilities, as well as by firmly establishing it within our group. We have therefore decided on a new brand name that reflects CAL Cargo’s untiring hands-on attitude and connects it to the other airline subsidiaries within our group. Welcome, Challenge Airlines IL!”
“With our new look and new name, we will continue to build on our expertise and strive to offer our dedicated customers in Israel and abroad the best service in alignment with ever-changing market conditions,” he adds.
CAL Cargo provides expert air logistics solutions to thousands of customers around the world, including manufacturers, importers, exporters, and the Israeli Ministries of Foreign Affairs, Health, and Defence. Originally founded to transport Israeli agricultural exports to Europe, the airline has since proven itself as a significant contributor to Israel’s international business connectivity in a much wider field.
