Joe’s story is one of perseverance, commitment, and a drive to make a difference — both within Woodland Group and across the wider apprenticeship community.

Joe joined Woodland Group as an apprentice in the UK customs clearance team and has since become a key part of the operation. His journey demonstrates the power of determination and the strength of Woodland Group’s apprenticeship programme, which combines structured learning with hands-on industry experience.

Balancing two apprenticeships while mentoring others, Joe showed a passion for growth that truly set him apart. Despite personal challenges, including severe dyslexia and ADHD, Joe’s resilience and hard work saw him complete both apprenticeships - achieving a distinction in his leadership course.

Along the way, he’s become a mentor to new apprentices, helping others settle into their roles and succeed in their studies. His achievements have not only earned him the BIFA Apprentice of the Year 2024 title but have also inspired colleagues across the business.

Joe’s manager, Ian Russell, Head of Woodland Group’s Food and Beverage Department, has witnessed his transformation first-hand and shared how apprenticeship pathways continue to shape the company’s future.

Interview: Joe and Ian Reflect on the Journey

Joe Freestone – Team Leader Level 3 Apprentice, Woodland Group

“My position at Woodland Group is on the import customs clearance desk, where I deal with a variety of different goods including fish and alcohol.

I’m also a mentor for new apprentices, helping to settle them into the business and work through their course.

Seetec supported me during both of my apprenticeships. A great example of this was during my final revision stage when my delivery tutor worked with me to practice my presentation and professional discussion.

She organised two meetings a week to support and help me prepare for the final exam and gateway meeting.

I’ve overcome personal difficulties to achieve my apprenticeship qualifications; I suffer from severe dyslexia and ADHD, so dealing with this was a challenge for me.

However, by working hard and putting more time into the course than others may need to, along with the support of my tutor, I was able to pass both of my courses — and I passed my leadership course with a distinction!

Both of my apprenticeship courses have helped me to learn and acquire new knowledge about the freight industry and management respectively, and they’ve given me two qualifications which will help me as I progress in my career.”

Ian Russell – Head of Food and Beverage Department, Woodland Group

“I’ve had the privilege to oversee and work with several apprentices at Woodland Group. I’ve been Joe’s manager for both his courses, both of which were very different, and I’ve seen Joe grow and change over this period.

The fact that Seetec offers these courses is great for Woodland Group and creates excellent learning and career pathways for our staff and new recruits.

Additionally, I’ve found Joe’s delivery tutors to be approachable and open to building key relationships to ensure our learners have the support and assurances to complete and excel in their course.

Joe is a great example of how Woodland Group benefits from onboarding apprenticeship graduates.”

“We now have many full-time staff members who have entered the business through an apprenticeship, and this crosses several offices and departments.

To have hungry, ambitious, hard-working individuals armed with a good foundation in our industry is extremely beneficial to Woodland Group.

We take great pride in this, and we set out to give our new recruits the best possible pathways and experiences as they set out on their post-apprenticeship career.

In our industry, it’s key for businesses to look to school, college, and university leavers, as well as individuals looking to have a change of career and existing employees who want to upskill and strengthen their expertise.

I’d always recommend programmes such as the ones offered by Seetec to help shape and futureproof businesses like Woodland Group.”

Joe’s success story represents what’s possible when ambition meets opportunity - and when learning and support are built into the heart of a company’s culture.

At Woodland Group, we’re proud to see our apprentices grow into confident professionals who help drive our business - and the wider logistics industry - forward.