Becoming a “shipper of choice” has quickly shifted from a nice-to-have distinction to a competitive necessity in food supply chains.
In a market where capacity tightens, expectations rise, and disruptions are constant, the shippers that earn preferred status with motor carriers, truck brokers, 3PLs, railroads and maritime players are the ones that secure the best service and often the best rates.
“What is important is a different kind of AI, and that’s ‘Actionable Information,’” says Regan.
That’s because transportation and logistics partners make decisions based on the information shippers provide. When that data is incomplete, unreliable or inaccurate whether it’s inaccurate weights, unclear pickup windows, or last-minute changes — it creates inefficiencies that ripple across operations. Companies become “shippers of choice” by prioritizing timely and accurate data, from the initial RFP that engages their partners through the life cycle of the partner relationship. They invest in systems and processes that ensure load details, facility requirements, and scheduling information are accurate from the outset. This reduces friction, minimizes costly surprises, and signals to partners that their time and assets are respected.
Strong partnerships depend on alignment. That means clearly articulating expectations around service levels, appointment compliance, dwell times, and performance metrics. Just as important is how changes are handled. In the food industry, seasonality, promotions, and supply fluctuations are inevitable. Shippers that proactively communicate shifts in volume, routing, or timing give their partners the ability to plan and respond effectively. The earlier and more clearly you communicate, the more likely your partners can deliver the consistency you need. Some shippers go above and beyond to help their logistics partners understand their needs.
Had we not gone through that exercise, we would be having tough conversations about things they wouldn’t have accounted for - so getting to that level of intimacy is absolutely critical.”
Shippers also recommend to lead with honesty when challenges arise. No supply chain runs perfectly — delays, shortages, and disruptions happen. What separates a Shipper of Choice from other shippers is how those moments are handled. Being open and honest, rather than reactive or opaque, can build credibility. If a facility is backed up, say so. If volumes are dropping or surging unexpectedly, share that reality. Transparency during challenges allows carriers, brokers and 3PLs to adjust, collaborate on solutions, and maintain service levels. Over time, this kind of honesty strengthens relationships far more than trying to mask issues.
Ultimately, becoming a Shipper of Choice is about making it easier, and more attractive, for partners to do business with you. When carriers and logistics providers trust your information, understand your expectations, and feel included in problem-solving, they’re more likely to prioritize your business. In a competitive supply chain landscape, that preference can be the difference between scrambling for capacity and having reliable, high-quality partners at the ready.
For food shippers, the path forward is clear: prioritize transparency, communicate proactively, and operate with honesty. Do that consistently, and “Shipper of Choice” becomes less of a label — and more of a lasting advantage.
While becoming a shipper of choice is a critical strategy, other supply chain executives concede you need to strike a balance on difficult challenges shippers must navigate. A panel of shippers discussed the “elephants in the room,” ranging from replacing provider incumbents and changes in fuel surcharges to extended payment terms and how shippers assess rates in light of CSA alerts, equipment age, insurance, and trailer pools.
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