Supply Chain Now: The Buzz – Truck Driver Appreciation Week

Date: September 19, 2025
Hosts: Scott Luton & Kevin L. Jackson
Guest: Kevin Lawton (The New Warehouse Podcast)

Episode Overview

This episode celebrates Truck Driver Appreciation Week and explores critical topics affecting the supply chain industry, including the challenges faced by truck drivers, the ongoing freight market slump, and emerging innovations in warehousing. Joining the regular hosts is Kevin Lawton, host of The New Warehouse Podcast, who shares insights on warehouse technology trends and the broader impact of technology in logistics.

Key Discussion Points & Insights

1. Truck Driver Appreciation Week: Honoring Essential Workers

Timestamps: 16:08 – 22:14

• Vital Statistics:

  • 3.6 million truck drivers in the U.S.
  • Nearly 73% of the nation’s freight delivered by trucks (by weight).
  • Truck Driver Appreciation Week has been celebrated for nearly 40 years.

• Driver Survey Highlights:
  (Survey by Conversion Interactive Agency & PDA; shared by Danny Guthrie at The Trucker)

  • ~47% of drivers are currently job hunting.
  • Top reasons for seeking new jobs:
    • 70% want more time at home.
    • 65% want more predictable pay.
    • 42% want better equipment.
    • 30% feel disrespected at their current job.

• Memorable Moment (Quote):

  • “Raise your hand if you just accept being disrespected as part of your daily work. That’s an awful, awful mindset thing to hear about.” — Scott Luton [19:00]

• Warehouse-Driver Relationship:

  • Kevin Lawton reflects on his management background, highlighting friction and the variability in how truckers are treated at warehouses.
  • Positive note: Companies providing comfortable waiting areas for truckers see improved relationships and cooperation.
  • Lawton notes, “The companies I’ve seen that have really set up spaces for the truckers and given them some resources as they're waiting for loads, they see benefits from that.” [21:25]

• Takeaway:
  The industry must do better to recognize truck drivers as professionals and foster respect in all interactions.

2. The Struggles and Uncertainty in the Freight Economy

Timestamps: 23:32 – 28:33

• Market Slump:

  • TGS Transportation, a 40-year-old California-based carrier, shut down despite operational improvements due to persistent low freight rates and rising costs.
  • Rates remain stuck at pre-pandemic levels; oversupply of trucks for available demand.
  • Companies hoped for a 2025 rebound, which hasn't materialized.

• Expert Analysis:

  • Kevin Lawton: The trucking boom during the pandemic led to overcapacity; parallels seen in warehouse real estate—now many facilities are underutilized.
  • Kevin L. Jackson: Broader economic worries—rising unemployment, deglobalization, stagnant salaries—suggest more closures ahead.
  • “None of that bodes well for the trucking industry… more trucking companies are going to have to find other things to do. The market is not going up.” — Kevin L. Jackson [25:48]

• Inspiration Amid Adversity:

  • Scott and guests stress that downturns can drive necessary innovation.
  • “There’s a lot of winning to be done in a down market. Those that can endure and even advance will be market leaders of tomorrow.” — Scott Luton quoting Dustin [28:33]

3. Innovation Spotlight: AI and the Battle to Save Oranges

Timestamps: 29:25 – 34:41

• Citrus Greening Crisis:

  • Since 2005, Florida’s orange output has dropped over 90% due to citrus greening disease.
  • The U.S. went from producing 45% to just 5% of the world’s oranges.

• AI for Agriculture:

  • Coca-Cola is spearheading the “Save the Orange” initiative with the MIT Generative AI Impact Consortium.
  • The project aims to use AI to combat orange tree disease, potentially via genetic modification or other solutions.

• Notable Quote:

  • “When we're, you know, back is against the wall and we don’t have that glass of orange juice, we gotta solve that problem, right? We gotta figure it out.” — Kevin Lawton [31:32]

• Broader Perspective:

  • Kevin L. Jackson notes the use of AI in genetic advancements could yield blight-resistant orange trees.
  • Ethical and trade considerations will shape the future of genetically modified crops.

4. Warehousing Trends: Bridging Innovation and Accessibility

Timestamps: 36:16 – 47:20

• Emergence of Specialized Solutions:

  • Growth in “in-between” software tools for warehousing operations (e.g., AI-powered pick-path optimization, cartonization).
  • These add-ons are likened to the smartphone “app store”—offering practical improvements without full-system overhauls.
  • “These little solutions are deployed in weeks and make gains right away without a huge shift in change management.” — Kevin Lawton [38:09]

• Democratization of Automation:

  • Increasingly, robotic and automation solutions are financially and technically accessible for small and mid-sized operations.
  • Some innovations leverage preexisting warehouse infrastructure, further lowering barriers.
  • Key Trend: Pricing models (e.g., Robotics-as-a-Service), modular technology, and brownfield site optimization accelerate adoption for the “smaller” players.

• AI as a Human Amplifier:

  • Kevin L. Jackson observes, “Companies that leverage AI with humans actually accelerate their innovation loop. They can see what's happening faster… when the humans are working with the AI.” [39:00]

5. Technology Focus: Computer Vision in Warehousing

Timestamps: 44:12 – 45:59

• Computer Vision Applications:

  • Real-time inventory control, safety monitoring, process optimization.
  • Deployed via simple add-ons to existing cameras and infrastructure.
  • Yields massive data insights leading to informed management decisions.

• Leadership Buy-in:

  • Visual, tangible impact facilitates executive support for warehouse modernization.
  • “Computer vision’s art of the possible becomes much more viable… you get buy-in from the executive much faster because they can see it themselves.” — Kevin L. Jackson [45:19]

6. Career Growth & Education

Timestamps: 46:00 – 47:20

• Resource Highlight:
  • The New Warehouse Podcast, now approaching 650 episodes, has expanded to include more “end user” voices alongside solution providers—giving listeners operational stories and actionable insights.
  • “It’s really interesting to hear what people are actually doing in their operations… and some projects and stories they’ve gone through.” — Kevin Lawton [47:20]

Notable Quotes & Moments

• “[Truckers] are professionals.” — Kevin L. Jackson [22:14]

• “You may not see financial benefits, but better relationships with drivers lead to flexibility and better cooperation.” — Kevin Lawton [21:25]

• “Companies that leverage AI with humans accelerate their innovation loop.” — Kevin L. Jackson [39:00]

• “The small can do what the bigs have been doing forever.” — Scott Luton [42:10]

Essential Timestamps

• 00:54 – Show preview & news topics
• 10:27 – Introduction of guest Kevin Lawton
• 16:08 – Truck Driver Appreciation Week
• 23:32 – Freight Economy Slump analysis
• 29:25 – AI and the citrus crisis
• 36:16 – Warehousing technology trends
• 44:12 – Computer vision in warehousing
• 47:20 – The New Warehouse Podcast update
• 48:38 – Final takeaways and resources

Final Takeaways & Advice

• Respect truck drivers—they are essential, and the industry must commit to improving their working conditions and relations.
• Prepare for a tight freight market—innovation and adaptability are crucial for survival and leadership in tough economic times.
• Embrace accessible technology—AI, automation, and computer vision are increasingly available to all tiers of companies, driving efficiency and innovation even at the SME level.
• Focus on continual learning—resources like The New Warehouse Podcast and Supply Chain Now can help listeners stay informed and thrive in the evolving landscape.
• Act on insights:
  “You got homework, folks. You gotta take one thing Team Kevin shared here today. Just one thing. Share it with your team. Do something with it. It’s all about deeds, not words. That’s the name of the game.” — Scott Luton [52:14]

Connect & Continue the Conversation

• Kevin Lawton: The New Warehouse Podcast | LinkedIn
• Kevin L. Jackson: Supply Chain Now, Digital Transformers series | LinkedIn
• Supply Chain Now: Website

Action for Listeners:
Thank a truck driver this week! Every supply chain pro and organization should recognize the critical role of professional drivers, not just during appreciation week, but every day.