The Long Haul EP10 Rolling Up Your Sleeves: How Small Carriers Can Land Direct Shippers with Justin Lu

In this episode of The Long Haul, Adam Wingfield sits down with Justin Lu, CEO of Truckpedia, to break down one of the most critical moves for small carriers—getting out of the broker dependency cycle and going directly to shippers for freight.

Justin knows this game firsthand. He took his family’s 3-truck operation and scaled it to 50 trucks by putting in the work, cold calling shippers, and securing direct freight contracts. Now, through Truckpedia, he’s helping other small carriers do the same—showing them how to stand out, build credibility, and win direct freight opportunities.

We go deep into why small carriers need to stop waiting for freight to come to them, the common mistakes they make when approaching shippers, and how to confidently pitch their services to land steady, high-paying freight.

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