While many of us are soaking up the last of summer’s sun and fun, food manufacturing supply chains are readying for the upcoming holiday food rush.

Have you ever noticed a lot of our favorite memories are surrounded by food? When we go to celebrate something like a birthday, anniversary, or special achievement, it usually involves food. It’s no surprise then that over the holiday season, nearly 165 million consumers across the U.S. purchase food and beverages to celebrate, according to a study from Cornell. As the holidays soon approach, food consumption surges, with the average American indulging up to an extra 440 calories per serving!

The increased demand and tight holiday deadlines can present challenges for many food and beverage companies with their logistics. This is in addition to already facing a competitive peak shipping season! However, by understanding the dynamics of this unique period of time, shippers can ensure success is ahead of them. First, let’s dive into some fascinating facts and insights about food during the holiday season. Then, we’ll follow that with some essential tips so your company can be prepared for the holiday food rush!

Holiday Food Supply Timeline & Stats

The Holiday Food Surge Begins with Fall

The holiday food rush first begins with the arrival of fall flavors. Pumpkin spice, now seen as the quintessential flavor of fall, has seen a 47 percent increase in sales, as reported by The Guardian, within the past five years. In 2023 alone, Datassential reported 144 new limited-time offers that featured pumpkin on major restaurant menus. From the infamous Pumpkin Spice Lattes (PSLs) to pumpkin soups and ravioli, this flavor dominates the season. But we can’t forget another fall favorite – apple. Food and beverage items with caramel apple were one of the highest-indexing flavors last fall.

Halloween Signals Significant Holiday Food Consumption Increase

Halloween is a major milestone in the holiday food timeline, with 65 percent of consumers participating in the festivities. In fact, of all 172 million that celebrate the spooky season, 95 percent of them purchase candy. Even more staggering is that a quarter of all the candy sold annually comes from Halloween sales. It’s not all about the sweets, though! Pizza is the most popular dinner staple on All Hallow’s Eve, according to Grubhub. There’s also the annual tradition of carving a pumpkin, with Statista reporting roughly 154 million Americans partaking in the activity in 2023.

Dia de Los Muertos Celebrations Begin to Trend

Datassential reports that 10 percent of consumers in the U.S. report celebrating Dia de Los Muertos, or Day of the Dead. This holiday is gaining popularity, which means so are the celebratory foods associated with it! Pan de Muerto is one traditional sweet bread that’s essential to the celebration.

Thanksgiving Continues to Drive Food Supply Chain Demand

Thanksgiving remains the most popular fall holiday, with 83 percent of Americans celebrating the tradition. A whopping 46 million turkeys are consumed each year, according to the U.S. Department of Agriculture. Other top holiday staples include cranberry sauce, stuffing, green bean casserole, mashed potatoes, macaroni and cheese, sweet potatoes, and pumpkin and apple pies. That’s a lot of food to prepare for a meal, so 23 percent of consumers will buy a full, ready-made meal from a restaurant. Another 22 percent will supplement with some food from restaurants for part of their feasts.

Sweets, Candy & Chocolate Build Holiday Food Demand at Christmas & New Year’s

Leading up to Christmas, many enjoy hot cocoa, cookies, and other treats. 1.76 billion candy canes, a holiday staple, are made annually for this joyous time of the year. 70 percent of Americans make Christmas desserts, with frosted sugar cookies being the top ones consumed annually. Don’t forget the eggnog! 122 million pounds of it is poured and drunk each year.

When it comes to Christmas dinner, pork dishes are the most popular globally, but turkey still trumps all for the U.S. Other winter feast staples include roasted or mashed potatoes, roasted carrots, gravy, stuffing, shrimp, and lots of Christmas pudding, cookies, and pies. Sweet tooths rejoice as 83 percent of consumers fill stockings with treats like candy and chocolate.

Christmas and New Year’s are among the busiest holidays for restaurants. Both holidays also see a spike in alcohol consumption, with New Year’s Eve being the second most alcohol-associated holiday behind Mardi Gras. Champagne is the fan favorite for those ringing in the New Year.

Logistics & SHipping Tips for Holiday Food Shipping

The holiday season often brings those in logistics the gift of increased demand and decreased capacity. Like most Americans, truck drivers aim to be home for the holidays, trimming the number of available carriers down. Freight of all kinds can increase during the period, further cutting the number of trucks available. Shippers with more specialized requirements, like temperature control, can find even less capacity. Shippers also have tighter deadlines to meet at this time to make the most of the seasonal business.

Overall, the holiday season can be a time of heightened stress and disruption. Given these unique challenges, it’s crucial for food and beverage shippers to prepare thoroughly to appease customers.

Five Tips for the Best Holiday Food Shipping Logistics Outcomes

Tip 1: Keep Inventory Stocked

Running out of stock during the holiday season is a surefire way to lose customers. Track your inventory levels closely and replenish supplies early to ensure you’re well-stocked. By keeping orders moving consistently, you’ll be able to meet consumer demand and avoid causing any disappointment.

Tip 2: Have Backup Shipping Plans Ready

The chances of any disruptions or delays happening during this season are increased. Having backup shipping plans already prepared is essential to keep your goods moving.

Build relationships with multiple carriers and suppliers, or even a third-party logistics provider (3PL). This way, you’ll have known contacts ready in case you need any help. 

Look at alternate modes of transportation and be prepared to quickly shift plans should something happen. Exploring multimodal options can be a great way to diversify risk, add capacity, and protect your freight budget. Having this flexibility available and ready can help you stay on track and your supply chain running smoothly.

Tip 3: Real-Time Visibility is Needed for Success

In today’s supply chains, having access to the visibility you need is crucial. You should either work with a provider that offers it or invest in your own technology, like a Transportation Management System (TMS).

A TMS can be very helpful during the holiday season. It can help you with routing decisions by matching your freight with the best carriers, lanes, and rates. In addition, it will allow you to optimize the in-house processes of your transportation network – which can be helpful during busy and slow seasons. By selecting the best carriers and optimizing your routes, you’ll not only increase your service but reduce your risk.

Using a TMS also gives you data-driven insights to better manage disruptions, reduce downtime, and budget your logistics spend. Data analytics can help you recognize which carriers are most likely to have the capacity, saving you time arranging your shipments.

Tip 4: Communication and Collaboration

Effective communication is key to a successful holiday season. Regularly communicate with all stakeholders, including suppliers, carriers, and customers. Collaborating with your partners during the seasonal planning phase can provide valuable insights and help you identify potential issues before they arise.

Tip 5: Partner with a 3PL

Working with a 3PL can be a game-changer during the holiday season. A 3PL offers access to a larger network of carriers, advanced technology, and expertise in managing complex logistics challenges. With their support, you can ensure your supply chain remains resilient, even in the face of unexpected disruptions.

Treat Yourself with Easier Logistics This Holiday Season

Navigating the holiday food rush can be overwhelming, and that’s why Trinity Logistics is here to be your guide. Like Santa, we’ve been around a while, with 45 years of experience handling logistics during holiday seasons.

Right away, you’ll gain access to our large network of vetted, quality carrier relationships to cover your shipments. But that’s just the start! There are many more benefits to working with Trinity, including:

• Multiple modes of transportation to find the best bang for your buck, support your business growth, or just have a backup plan ready
• Best-in-class technology and customized Managed Transportation solutions available, giving you the exact visibility and data you want
• 24/7/365 support, so no matter what day or time it is, you’ll have the help you need

One benefit that tends to shine above all else? Our exceptional People-Centric service. It’s the trait that makes Trinity different from other 3PLs and keeps our customers returning time and time again. It’s truly our care, compassion, and communication that you’ll notice and appreciate.

Everyone wants to enjoy the holiday season. Why not let Trinity focus on the logistics for your business, so you can go back to doing what you enjoy – helping consumers savor holiday treats and create memorable moments with your product.

Are you a Freight Agent that stumbled across this article?

Successful goal-setting is a necessity for Freight Agents to run prosperous businesses. If you’re feeling stuck with your goal setting, the Fresh Start Effect could help you achieve what you want.

If you perform a web search on the “Fresh Start Effect”, you’ll find a lot of articles and studies on the impact that a Fresh Start Date has on goal setting.  

What is a Fresh Start Date? 

It’s a date that signifies a clear end and a new beginning. New Year’s Day is the epitome of a fresh start date because you’re ending one year and starting a new one. However, a Fresh Start Date doesn’t have to be as well known as New Year’s Day. It can be any day that signifies a new beginning such as your birthday, Mondays, the first day of a new month, etc. 

Why Is a Fresh Start Date Important in Goal-Setting?

Studies show that people are more likely to commit to their goals when centered around a Fresh Start Date. It gives a boost to let go of the past, whether it’s a behavior that you would like to let go of or a new behavior that you would like to start.  

Tips for Freight Agents to Achieve Their Goals

If you’re looking to really set yourself up for success when setting your goals, here are some tips you can put into place.

1. Set Your Fresh Start Date  

Choose your Fresh Start date to give yourself an extra chance at committing to your goal!

2. Make It S.M.A.R.T.  

Using this tried-and-true goal setting method can help you become specific in what you are trying to accomplish. Make sure your goals are specific, measurable, attainable, realistic, and timely, giving you a greater chance at seeing success. 

3. Know Your Why 

Make it personal. Why is this goal important to you? How will your life look different when it is accomplished? Goals that don’t have a personal why behind them can seem arbitrary and make it very easy to quit.

4. Write It Down and Share It!  

Writing down your goal in a place that you can see often, such as a daily planner, helps keep you focused on the goal. Having someone else aware of your goal also helps you stay accountable to yourself!

5. Plan Ahead 

This is the beauty of a Fresh Start Date. By knowing when you are going to start, you can put in the work ahead of time to close out your current chapter and begin the new one.  Whether it’s transitioning and delegating responsibilities or researching and learning so that you can hit the ground running on your fresh start date, having some pre-planning time will allow you to focus on the goal ahead.  

6. Celebrate! 

Having a significant reward or way to signify the achievement of a goal can help maintain motivation. For example, one goal that many of Trinity’s Independent Freight Agents have each year is to achieve Platinum status. This is a designation set aside for Agents that hit production goals in a calendar year. The reward for our Platinum Agents is an all-expense paid vacation for two! It’s a great way to recognize success, celebrate, and network with other Platinum agents so that you can start getting motivated for the next year!

One thing many people forget is that goals don’t just have to be professional; they can be personal, too. Whether you want to strengthen your relationships or learn a new skill, use these tips to get yourself there.  

How Trinity Helps Freight Agents Get a Fresh Start for Their Business

At Trinity, we plan our goals around our monthly periods. This gives us the opportunity to evaluate regularly to ensure that we are staying on track and adjust quickly if needed. With our Independent Freight Agents, we work with them based on their personal business needs. Depending on the particular goal of a Freight Agent office, we may review these monthly, quarterly, or annually.  

For instance, many of our Agents set the goal to achieve Platinum Agent status. Because of this, we have a Platinum Agent tracking tool that we can send out at any time to help them track their progress toward this important goal. 

A Fresh Start Date is just one tactic to setting your Freight Agent business up for success and always a great time to re-evaluate your current brokerage partner.  In fact, Freight Agents who partner with Trinity Logistics often see an average of 20 percent growth within their first two years of joining. 

Check out the details of Trinity’s Freight Agent program to see if making a change at your next Fresh Start Date may be right for your business. 

We’ve recently covered ways you can find prospects and warm up your cold calls. You’ve got your eye set on a business you can help, so, how do you go from phone calls to closing a sale as a Freight Broker Agent?

A few weeks ago, we held our first educational and virtual Agent Conference of 2023. We had a great line-up of sessions hosted by members of Trinity’s Leadership Team as well as our featured guest Blythe Brumleve of Digital Dispatch, and Everything is Logistics podcast.

This conference focused on winning sales and growing strong customer relationships as a Freight Broker Agent. Sessions took us through the complete sales cycle – from winning your first shipment from freight leads to moving your customer towards dedicated freight, and then providing them with full freight management services.

Let’s start at the beginning; and share some smart, simple, and practical advice on closing a sale and winning that first shipment.

FROM PROSPECT TO CLOSING A SALE

First, develop your strategy for handling freight leads. Here are some suggestions from our top sales experts on how to effectively get your prospect’s attention, work your pipeline, and turn your freight lead into a new shipping customer.

Getting Your Prospect’s Attention as a Freight Broker Agent

When initially contacting your prospects, you often don’t have a lot of time with them. For that reason, you don’t want to be too generic. Just saying you’re with a third-party logistics (3PL) company with solutions and you want to talk about their shipping process won’t get you time on the phone with them.

You need to find ways to differentiate yourself and your services, so you stand out and get their attention. So, make sure you always have a reason for making that first call! Here are a couple of ideas to get you started.

Sell Your Capacity

Let’s say you have consistent capacity within a certain area. Try to find more prospects within that region and work with the same equipment. You can sell that capacity right away on your first phone call. Let them know who else you work with within that area, that you have capacity available that you’re looking to cover, and how you can help them.

It can be as simple as saying, “Hi new customer. I work with ABC Company in your area five days a week and have more trucks and equipment available that I think will help you.”

Sell Into Your Industry Expertise

Pick an industry to focus on that you are having success with or have specific knowledge of and target those prospects. Then, by having repeat conversations with similar prospects, you’ll develop a flow using industry-specific “lingo” and your knowledge of any unique scheduling requirements, equipment types, or loading/unloading procedures for those commodities.

You can say, “Hi, new customer. I work with this industry often, and I noticed you’re in a similar industry. I know the scheduling process or loading process needed within this industry well and I think I can help you.”

Both examples give your customer a specific reason why they should have a conversation and start building a connection with you right off the bat.

Remember, the goal of your initial call is to gather information and start a conversation. Most likely, you won’t get the decision-maker on the phone during your first call. That’s okay. If you can’t get on the phone with the decision-maker, try talking to someone in sales.

We know salespeople love to talk. They know their product and their customers and often have a relationship with the shipping manager. So, you’ll be able to learn more information about the company and its current process, and any objections they may have, that you can later leverage when you finally land a call with the decision-maker at the company.

Finding the Ideal Prospects Based on Strategy

So now we have some ideas on how to approach prospects but where do we find the folks we want to call? Here are a few proven tips.

1. Use Google Maps to find prospects geographically close to current customers when selling into capacity. Look at satellite and street images to get a good idea of what’s going on at their facility and on their docks.

2. Use Google Images when selling into industries. Search images by keywords (Ex: Industrial Generators) to find out who’s manufacturing or selling the commodity you are targeting.

3. Use LinkedIn & ZoomInfo to research the companies you identify and find contact information for the people you want to call.

Working the Freight Leads Pipeline

The most important thing is to keep it simple and establish a consistent rhythm. Quality over quantity is always the best approach and makes it easier to manage. Try focusing on a smaller group of qualified prospects with high intensity and a sense of urgency in your communication to gain quick momentum in turning over new shipping customers.

This means not holding onto stale leads. You’ll find not every prospect is the right fit and that’s okay. Let them go.

A good rule of thumb with mid-size companies is that if you aren’t talking to the decision-maker within two weeks, then move on. This helps you keep up the momentum in closing a sale by removing old leads for new potential prospects.

When you finally get connected with the decision-maker at the company, use your initial conversations as a point of reference to buy yourself a few minutes of their time. For example, “I recently spoke with Holly Cooper from your sales team and came up with some great ideas to help with your freight”.

Just like in your initial call, define your reason based on facts you uncovered and sell into your capacity or industry expertise. Too many Freight Broker Agents will get to the decision maker and go back to the general 3PL solutions selling. Remember your unique connection on why you can help them.

More Quick Tips for Closing a Sale

1. Choose discipline over motivation. The reality is you aren’t going to wake up every morning feeling ready to set the world on fire! Set daily goals for yourself (X number of cold calls, X number of follow-ups, X number of new prospects added to pipeline, etc.) and stick to them.

2. Be consistent and systematic in your prospecting efforts. Use a good CRM to organize your pipeline, log notes from conversations, and schedule follow-ups.

3. BE YOURSELF! People buy from people. Be confident in yourself and your services and let your personality shine through.

MAKE CLOSING A SALE AS A FREIGHT BROKER AGENT EVEN EASIER

As a Freight Broker Agent, running your own business can be hard work on top of winning over new customers. That’s why we have an entire Team here to help you.

Let us help you gain more time to focus on what you do best, building relationships with shipping customers and motor carriers, while we handle the rest. In fact, many of our new Freight Broker Agents see over a 50 percent increase in business growth within their first two years at Trinity Logistics.