Fireside Chat: Hauling Fresh: What Logistics Companies Need to Know About Produce Growth and Partner Risk

Americans are eating more fresh food. Health-focused diets, year-round availability, and shifting retail and foodservice demand are all pulling more produce through the supply chain, and that volume is landing on a cold chain already stretched by tight reefer capacity and high service expectations. For logistics companies, that growth brings opportunity and exposure in equal measure. More volume means more partners: new shippers, new brokers, and new carriers, often working together for the first time. At the same time, freight fraud has gone digital and sophisticated, with double-brokering and identity spoofing hitting perishables hardest, where a delayed or stolen load loses value by the hour. In this session, Brad Guinane of Blue Book will break down what’s driving fresh food demand, where produce volume is heading, what it means for carriers, brokers, and 3PLs moving perishables, and how logistics companies can vet partners and decide who to trust before a load moves.