A Solution with Real Flare: Watco Helps Customer Reinvent Supply Chain

Fireworks. They bring to mind celebrations and gatherings. And at Watco, we’re celebrating.

For the first time in Watco history, our team now moves fireworks from China to the United States for one of the largest fireworks distributors.

Last year, this U.S.-based customer approached Watco after supply chain disruptions led them to reconsider their freight transportation strategy. Their product was previously managed by freight forwarders and transported overseas in container vessels destined for California ports. But concerns with severe supply chain disruptions had them seeking alternative solutions from Watco and MID-Ship Logistics.

“They knew they had to dramatically adjust to meet consumer demand in 2022,” said President of MID-Ship Logistics George O’Connor. “They were seeking a game-changing solution that would allow them to control their upstream supply chain to ensure product availability."

The customer’s resolution to create their own supply chain was a tall order, especially considering China’s origin restrictions and control placed on the traditional model of moving fireworks out of the country.

It was up to Watco and MID-Ship Logistics to create the logistics path to ensure the product seamlessly flowed several thousand miles from the point of origin to destination and every point in between, utilizing a non-traditional, go-to-market strategy.

This included setting up the ocean charter via multipurpose vessels not typically used for containers, stevedoring, and port coordination, as well as rail, truck, and temporary storage solutions to support product movement. During peak firework shipping season, which runs February through June, Watco coordinated 14 ocean vessels and over 3,000 containers to ensure product was on the shelves ahead of Fourth of July celebrations.

With Watco’s assistance, two Class I partners established new rail service lanes that provide direct routes to previously-unserved points in the customer’s distribution network.

“Reinventing and executing a new supply chain for this customer was a collective effort, our customer was super invested in our partnership and the model for the long haul,” said SVP of Sales for Logistics Lynda Patterson. “Thanks to Watco’s army of team members for making this initiative a success.”