President’s Message

“Maybe Christmas doesn’t come from a store. Maybe Christmas perhaps means a little bit more.” — The Grinch

As the perils of the supply chain continue to be in the forefront the quote from the Grinch seemed appropriate especially as the media continues to predict shortages. A colleague jokingly remarked that a roll of toilet paper may be the most popular stocking stuffer in 2021.

Since the global pandemic became a reality every delicate link of the supply chain has been tested. Now the perfect storm is making a thunderous appearance every day as stories about the “failing supply chain” are everywhere. In the last month, I have participated in over 20 radio or TV interviews all prompted by a fear of massive shortages and a misguided notion that getting more drivers in big trucks would solve the problem. If only it were that simple right?

As I have pointed out in my response to reporters, there is a reason it is called a supply “chain”. There is a myriad of links in the chain and each one of those links plays an extremely important role in the production and movement of every product we depend on. And right now, many of those links are compromised due to depleted inventories coupled with increased demand.

Over the last year, when the country shut down, there was nowhere to spend the money and people were forced to save. Then you throw in an infusion of cash through government handouts, BRENDA NEVILLE IMTA President & CEO and we now have an environment where significant financial gains by most of the population prevail.

Now consumer demand is surging on all fronts. Everyone is spending money at unprecedented levels and spot shortages and messages from the media to “buy early” is creating panic buying.

For those of us in trucking, we know that the supply chain is not broken or unfixable despite what a lot of people are saying. While it is fragile and every link depends on the one before it, the supply chain issues will be resolved.

The good news - most people now have a better understanding of the supply chain and for many, especially here in the Midwest, the most recognizable part of that supply chain is the trucking industry. Over the course of the last 18 months, consumers have come to appreciate and recognize the value of those big trucks rolling up and down the road. If trucks are rolling, shelves are stocked, orders are getting filled and everyone is happy. Consumers of all demographics now understand the tagline “if you have it a truck brought it”.

This is good news for our industry. This goodwill is a valuable springboard in attracting quality people to the trucking industry. Every trucking company in this state is in need of drivers and unfortunately, there is no quick or easy fix to this escalating concern. Trucking operations of all sizes are being innovative and creative in their efforts to strengthen their workforce. More money, more home time, new equipment, and many other attractive benefits are being offered up. Our Governor and several other state agencies reached out to IMTA to offer support and together we are exploring and collaborating on ways to retain and recruit folks into trucking. Legislative action in DC is now opening the door to allow 18- to 21-year-olds to interstate driving through a pilot program. Additionally, we need to focus our attention on students from elementary to high school. This is our pipeline of new drivers, mechanics, and employees in general and we need to be in front of these potential employees regularly. We have a great story to tell and IMTA has the tools to enhance the story (show trailer & driving simulator). Research has shown that you can influence decisions if you start early and communicate often. This approach will be effecEVERY TRUCKING tive, but it will take many years of consistent messaging and unwavering discipline in getting COMPANY IN THIS STATE out to these student audiences regularly. IS IN NEED OF DRIVERS School outreach efforts coupled with effective AND UNFORTUNATELY, and well-developed advertising campaigns can THERE IS NO QUICK and will move the needle in the workforce issues. OR EASY FIX TO THIS We are committed to launching a campaign that will be effective in creating interest and a desire ESCALATING CONCERN. to be employed in the trucking industry. We will be relying on experts in helping us create the messaging and advertising, but will also be relying on our members to provide feedback, suggestions, and input. We will be asking IMTA members to participate in focus groups and surveys to help us get it right. We know this is your number one concern. We hear from members every day and we hear your frustration and exasperation. This is our priority too and we are optimistic that this campaign will produce results. Stay tuned for more information as we roll this campaign out and thank you in advance for your support and commitment to being relentless in the effort to attract folks to the trucking industry.