How We Use Data to Better Plan for Produce Season

Photo credit: Jim Allen

Produce is a small portion of the volume of freight in the United States, but it can be one of the most disruptive forces in the industry. Brokers and produce shippers are well aware of the typical timing of these disruptions, but oftentimes a shipper can be blindsided by massive variations in tender rejections and linehaul rate movements.

Produce markets are so disruptive because of their volume throughout much of the rest of the year. Since many of these markets are more agricultural in nature, they are relatively quiet from a volume perspective. This pulls the capacity from not only those direct markets, but surrounding areas as well. Produce seasons peaks across the country, happens quickly and rarely starts at the exact same time each year. This is where being able to monitor tender data at the market level can become your secret superpower.

Take, for example, the market of Twin Falls, Idaho in comparison to Lakeland, Florida. Both markets see decent amounts of produce, but only one sees the wide swings in freight rejection volatility due to disparities in capacity. Tender data uniquely uncovers greater visibility into volumes and supply/demand metrics where seasonal impacts will make an impact.

Additionally, SONAR freight data offers bulk lane analysis in a variety of ways for users to understand drastic changes in rates, volumes, rejection data and more on a week-over-week or month-over-month basis. This can be seen in a list or map view form. Users of SONAR are then able to use the most up-to-date market data to react with pricing and capacity strategies faster to strengthen negotiations, compliance and relationships.

Companies have leaned on historical data and load board rates for years to manage produce seasons. In reality, the first and last 48 hours of a produce season are some of the most critical. Knowing volatility, capacity trends, external volume context and more gives users a strategic advantage and uncovers pockets of opportunity when the rest of the freight world will be left guessing.

Only SONAR has truly proactive supply chain data with context for smarter transportation decision making. By partnering with hundreds of technology players and aggregating more than $1.7 trillion in annual global supply chain data, SONAR is more effective in both broad and pinpoint logistics applications. Whether it is pricing one load or benchmarking a billion-dollar supply chain, you can trust SONAR to respond with more accuracy and confidence.

Take a look at our on-demand webinar to hear our market experts break down the complexities of produce season. Follow us on LinkedIn and Twitter to stay up to date with upcoming webinars!


To see how other organizations are implimenting SONAR, check out case studies here.

Related Posts

April State of Freight: The Ah Ha Moment

The Golden Handcuffs and the Key to Unlocking Success for Brokerages

Freight Market Data Sources



What's the SONAR ROI?

By increasing the number of loaded miles per day your drivers drive by 1% and your rate per mile by $0.03 you will make more per week #WithSONAR.

#WithSONAR you can save up to per week through better bid negotiations and more effective management of your routing guide.

#WithSonar you can add 1 more load per person each day and increase $5 margin per load, earning your company an extra per week.

Disclaimer: Every company’s circumstances are unique. Fixed and variable expenses, market conditions and operational factors vary. Unforeseen events may also affect results. Calculated potential results reflect the consensus expectation of FreightWaves’ experts. Actual results may vary.

Read Recent Posts

April 23, 2024

April State of Freight: The Ah Ha Moment

April 18, 2024

The Golden Handcuffs and the Key to Unlocking Success for Brokerages

April 16, 2024

Freight Market Data Sources

White Papers
April 23, 2024

The State of Freight – April 2024

March 27, 2024

The State of Freight – March 2024

March 21, 2024

Take Demand Planning and Forecasting to the Next Level: An Introduction to Tender Data