The Challenge
Marco hauled refrigerated produce from South Florida to Gulf Coast markets but had been caught in a cycle where southbound backhauls were nearly impossible to find, leaving him empty 60% of the time heading south from New Orleans. His operating ratio was over 95%, meaning he was barely covering costs. He had tried 4 dispatch services before Grow Trucking.
Grow Trucking's Solution
Grow Trucking discovered that Mardi Gras season and Gulf seafood processing had strong northbound freight that few dispatchers knew how to tap. We connected Marco with three Gulf Coast seafood exporters and a specialty food manufacturer running Miami-bound loads. By triangulating his route through Baton Rouge, we added a profitable third leg to what had been a two-leg trip.
Southeast Dispatch Strategy & Route Optimization
I-95 South to US-41 to I-10 West (Miami to New Orleans), then US-90 to Baton Rouge for seafood pickup, then I-10/I-12 back to I-95 North. The triangulated route added 80 miles but generated an additional $900 in revenue per cycle.
Southeast freight lanes covered
Results at a Glance
| Metric | Before Grow Trucking | With Grow Trucking |
|---|---|---|
| Rate per Mile | $2.10/mile | $2.88/mile |
| Weekly Revenue | $6,300 | $8,640 |
| Empty Mile Rate | 60% empty southbound | 12% empty (triangulated) |
| Operating Ratio | 95.4% | 78.2% |
| Revenue per Cycle | $2,100 | $4,350 |
| Previous Dispatchers | 4 failed attempts | Grow Trucking — problem solved |
Frequently Asked Questions
- How do reefer operators eliminate empty miles on Southeast produce routes?
- Marco was running 60% empty southbound from New Orleans to Florida. Grow Trucking designed a triangulated route through Baton Rouge that added Gulf Coast seafood pickups and Miami-bound specialty food loads, reducing his empty miles to 12% and generating an additional $900 per cycle despite adding only 80 miles to his route.
- What is a triangulated freight route and how does it increase reefer profitability?
- A triangulated route adds a profitable third leg to a traditional two-leg trip. Marco was running Miami → New Orleans (loaded produce) → Miami (60% empty). We added Baton Rouge seafood pickups as a third leg, creating Miami → New Orleans → Baton Rouge → Miami. This increased his revenue per cycle from $2,100 to $4,350 while reducing his operating ratio from 95.4% to 78.2%.
- Can Grow Trucking access Gulf Coast seafood freight during Mardi Gras season?
- Yes. We connected Marco with three Gulf Coast seafood exporters and a specialty food manufacturer with strong northbound demand during Mardi Gras season — freight opportunities that his 4 previous dispatch services never discovered. This seasonal freight created consistent backhaul opportunities that eliminated his empty mile problem.
- How much does a 60% empty mile rate hurt a reefer operator's profitability?
- Marco's 60% empty southbound miles pushed his operating ratio to 95.4%, meaning he was barely covering costs. After Grow Trucking reduced his empty miles to 12% through triangulated routing, his operating ratio dropped to 78.2% — transforming a break-even operation into a profitable business with $4,500 more weekly revenue.
Related Resources
This is a real Grow Trucking client. The driver's name has been changed to protect their privacy; the equipment, lanes, rates, and results are their actual numbers.
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