Ep. #64: Shipper Panel: Insights from Top Food Shippers

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Apr 30, 2025

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This episode features Marco Vargas-Avila from Dole Packaged Foods, Nicole Schuman of Reser’s Fine Foods, and Andrew Dafnos from KeHE Distributors, all seasoned experts in logistics. They dive into the intricate balance between cost and service, the importance of transparent partnerships, and strategies for successful cold outreach. Their insights touch on navigating the shifting logistics landscape, adapting to customer needs, and leveraging technology to enhance efficiency in food shipping.

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ANECDOTE

Nicole's Accidental Career Path

Nicole Schuman shared how she entered transportation by accident and fell in love with the challenge and excitement of the industry.
She transitioned from brokerage to shipper side after a key contact retired, now enjoying her role at Reser's Fine Foods.

INSIGHT

Brokers Overestimate Shippers' Knowledge

Brokers often overestimate how much shippers understand daily transportation operations.
Shippers come from diverse backgrounds and may lack detailed operational transport knowledge, creating opportunities for brokers to add value.

INSIGHT

Shippers Want Consistency and Results

Shippers value consistent, sustainable partnerships aligned with carrier needs, not just promises.
Shippers want results, not explanations about failures or last-minute trucking fixes.

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In this episode, Andrew welcomes three seasoned logistics leaders with a unique perspective, having all started on the brokerage world before transitioning to the shipper side: Nicole Schuman, transportation procurement manager at Reser’s Fine Foods; Marco Vargas-Avila, director of U.S. logistics at Dole Packaged Foods; and Andrew Dafnos, director of supply chain at KeHE Distributors.

Andrew and the panel cover:

Balancing cost vs. service, the importance of understanding different provider models (asset vs. non-asset), and strategic bid cycle planning.
How shippers evaluate potential partners, the critical role of transparency, and why understanding a shipper's specific network needs (not just offering a truck) is key.
Direct feedback on what makes cold outreach successful, common pitfalls to avoid, and the power of demonstrating genuine understanding before pitching.
Perspectives on how the logistics landscape is changing and preparing for future trends.

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*** This episode is brought to you by Rapido Solutions Group. I had the pleasure of working with Danny Frisco and Roberto Icaza at Coyote, as well as being a client of theirs more recently at MoLo. Their team does a great job supplying nearshore talent to brokers, carriers, and technology providers to handle any role necessary, be it customer or carrier support, back office, or tech services. Visit gorapido.com to learn more.

A special thanks to our additional sponsors:

Cargado – Cargado is the first platform that connects logistics companies and trucking companies that move freight into and out of Mexico. Visit cargado.com to learn more.
Greenscreens.ai – Greenscreens.ai is the AI-powered pricing and market intelligence tool transforming how freight brokers price freight. Visit greenscreens.ai/freightpod today!
Metafora – Metafora is a technology consulting firm that has delivered value for over a decade to brokers, shippers, carriers, private equity firms, and freight tech companies. Check them out at metafora.net. ***