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Race-West Company: Racing to Overcome Logistics Issues in Truck Transportation
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In April 2023, Maxwell Cutler, director of marketing and sweet potato sales at Race-West Company (Race-West), faced a daunting challenge of high demand for produce in the week leading up to Easter, Passover, and Ramadan. With a responsibility to ship 35-40 truckloads per day, Cutler was under pressure to ensure timely deliveries to satisfy and retain customers. Despite his best efforts and collaboration with his cousin Rachel Pisarz, who managed onion sales, multiple incidents disrupted the transportation process. Cutler received phone calls and emails reporting missing drivers, misloaded shipments, late deliveries, truck breakdowns, and extreme weather conditions. These disruptions resulted in significant financial losses for Race-West as well the loss of some customers. Determined to resolve the situation, he wondered what steps he could take to address these challenges and implement measures to avoid encountering similar issues in the future.