7 minute read
DRIVING FORWARD: Shelly Barber and Tim Mills steer East Coast Freight Distribution into the future
BY SHARI HALL // PHOTOS BY LAUREN BIGGS PHOTOGRAPHY
East Coast Freight Distribution, led by Company Director Shelly Barber and General Manager Tim Mills, is a business rooted in family legacy and forward-thinking innovation. The company, a transport provider on the Sunshine Coast, delivers freight between Brisbane, the Sunshine Coast, and as far north as Gympie and the hinterland, and down to the Gold Coast. It handles general and palletised freight, forklift work, and even specialised agricultural and refrigerated transport. However, the true heart of the business lies in its culture—one fostered by Shelly’s transformative leadership and Tim’s operational expertise.
FROM GENERATIONAL ROOTS TO PERSONAL GROWTH
Shelly’s journey in the transport industry is deeply intertwined with her family’s business history. East Coast Freight Distribution began in the early 1990s when Shelly’s mother, Valerie, and her partner, Len, sought a lifestyle change and moved from Brisbane to the Sunshine Coast.
They acquired a small transport company, and Len and Shelly briefly co-owned the business before Shelly stepped away, frustrated by their differing approaches to business. It wasn’t until 2006, after years of personal growth and learning, Shelly returned to help her mother. In 2020, Shelly took over the company alongside Tim Mills and stepped into the role of Company Director.
Reflecting on her earlier days in the family business, Shelly recalls, “My biggest mistake was believing that what other people told me was right for me was right for me.” This realisation sparked a journey of self-discovery and empowerment that has since defined her leadership style. Shelly faced many challenges, including internal family conflicts, generational differences, and the inherent difficulties of a lack of understanding and tolerance around communication styles and differing roles. However, Shelly saw these obstacles as a gift in disguise and used these challenges to drive her quest to learn more and improve herself, her skill set, and her mindset.
MY BIGGEST MISTAKE WAS BELIEVING THAT WHAT OTHER PEOPLE TOLD ME WAS RIGHT FOR ME WAS RIGHT FOR ME. Shelly Barber
LEADERSHIP AND TRANSFORMATION
When Shelly returned to the family business, she brought a newfound sense of purpose. Through years of studying successful people, working with business mentors, and engaging in personal development, she cultivated the mindset to lead. “I’ve been on a decades-long quest for knowledge—learning about my shortcomings, how to overcome them, how to be a better communicator, a better leader, and better in business,” she says.
One of Shelly’s key learnings came from her experience with neurolinguistic programming (NLP), which taught her the power of language and self-awareness. “The words we choose, often unconsciously, have power,” she notes. “NLP was a game changer for me, empowering me to such a degree that I’ve gone from strength to strength since then.” This mindfulness and conscious communication practice has shaped how Shelly interacts with her team and the broader industry.
CHALLENGING STEREOTYPES
In a predominantly male industry, Shelly’s leadership approach is refreshingly authentic. She embraces her femininity, often showing up to work in designer dresses and heels while confidently running her trucking business. “I have long since outgrown the idea that I must dress as everyone else does,” she declares. Shelly's authenticity goes beyond her clothes to how she interacts with those around her, particularly in connecting with her team and fostering a culture of respect and collaboration. “We all have different strengths, and I encourage my team to believe in themselves the way I believe in them,” she adds, highlighting how her groundedness has earned her the respect of those around her.
TIM MILLS: THE BACKBONE OF OPERATIONS
Tim Mills, who started as a driver at East Coast Freight, has played a crucial role in the company’s success. Over the years, Tim worked his way up through the business, eventually becoming General Manager in 2016 and co-owner with Shelly in 2020. His journey with East Coast Freight spans 18 years; during this time, he has built strong relationships with customers, suppliers, and the team. Shelly attributes much of the company’s operational success to Tim.
Shelly and Tim have created a business culture that prioritises performance and people. They deeply respect each other’s strengths and communicate openly and effectively. “There are lots of good truck drivers who don’t make good business owners. I think Shelly and I work well together with our different strengths and weaknesses,” Tim says.
STANDING ON TALL SHOULDERS
Despite the challenges of working in a family business, Shelly and Tim are quick to acknowledge the contributions of Val and Len, who played significant roles in establishing East Coast Freight. “We are standing on the tall shoulders of those who have come before us,” Shelly says, honouring the legacy of her family’s hard work.
Valerie was a driving force behind the success of this and their previous family business, Rocket Transport, which was a thriving Brisbane business in the 1970s to 1990s. Shelly describes her mother as an entrepreneurial spirit who “dressed beautifully” and won over clients with her business acumen and charm. “Mum was the driving force behind the success of both these companies,” Shelly states proudly. “I learned so much from her about what is needed to run a successful business.”
BALANCING FAMILY AND BUSINESS
One of the ongoing challenges Shelly faces is balancing the dynamics of family relationships with business responsibilities. As Shelly reflects, “When a child grows into an adult, there is often much conflict when the parent still treats them like a child.” This dynamic created much tension between Shelly and Len, but it also offered valuable lessons in communication and leadership. Today, Shelly is mindful of these experiences as she works to build a family legacy with her children. “I’m very much aware of everything I went through and use what I have learned to be a better parent and mentor and to provide guidance and support for future generations as part of my family legacy,” she says.
Shelly and Tim’s commitment to fostering a healthy work environment extends beyond their own families to their entire team and their families. The team culture at East Coast Freight emphasises work-life balance and family involvement. Their annual companywide Business Innovation and Brainstorming gathering, including all employees and their partners, reflects this value and acknowledges families' vital role in supporting their team and business.
LOOKING TOWARD THE FUTURE
As Shelly and Tim continue to steer East Coast Freight into the future, sustainability and innovation are at the forefront of their business design. Both are passionate advocates for environmental sustainability and continually explore ways to improve their fleet and reduce their carbon footprint. “Transport is considered a major polluter, and I’m keen to see how we can improve things from the inside,” Shelly explains. Her knowledge of sustainability and cybersecurity, both passions she pursued through further education, informs her approach to the future of the business.
East Coast Freight Distribution remains a testament to the power of resilience, growth, and collaboration. Under Shelly and Tim’s leadership, the business has evolved into a well-respected and successful operation while maintaining family values, authenticity, and innovation. Shelly says, “We each have the power to change our world. It just takes one little step, then another.” With that mindset, East Coast Freight continues to drive forward.
