Ryder Logistics Testing Waters

MIAMI — Stocking and shipping competing products in the same warehouses and truck trailers sounds like blasphemy in some circles. But it may become a reality if Ryder Integrated Logistics’ test of such a system is successful this year.

Companies such as Coca-Cola and Pepsi or General Motors and Ford spend millions of dollars a year in advertising to differentiate themselves from competitors and win market share. So, they may be leery of using the same logistics channel to move their goods.

But, out on the warehouse dock and in the freight lanes, the practice of “multiclient” shipments is gaining converts as big-name companies search for ways to cut their logistics costs, said Raymond Greer, president of Ryder Integrated Logistics.

“Who knows if Coca-Cola is being shipped in the same truck with Pepsi products?” he said at the company’s annual food and beverage forum March 4 in Miami. “Are they in the logistics business or are they going to win market share based on how they market their product? Does a truck driving down the road carrying two different brands really impact that capability?”

For the full story, see the March 15 print edition of Transport Topics. Subscribe today.