In this logistics-meets-lettuce episode of Selling in the Paddock, I’m joined by Colby Varley, Vice President of a leading US transport logistics company moving fresh produce across the country — 365 days a year. Based in Salinas, California (aka the "salad bowl of the world"), Colby shares the realities of managing high-stakes, time-sensitive freight across North America.
We talk trucking, trust, and the real cost of a missed delivery.
🔎 What you'll learn:
How Colby and his team maintain a 97% on-time delivery rate across 9,000+ loads annually
The hidden costs of choosing cheap transport over reliable partners
How logistics companies like Colby’s use technology to track freshness, temperature, and timing in real-time
The power of relationship-based selling in the produce and freight industries
Why cradle-to-grave customer ownership (start-to-finish service) builds next-level trust
What every ag sales rep can learn about follow-through, accountability, and knowing when to say “we’re not the right fit”
From strawberries to salad bags, and paddock to plate — this conversation is a must-listen for anyone working in horticulture, fresh produce, supply chain, or ag sales.
💬 Let’s keep the conversation going:
✅ Follow the podcast wherever you listen so you never miss an episode✅ Take the Sales Team Strength Quiz: How strong is your team's sales game?✅ Book a Sales Strategy Call with Georgia: Lock in your session here✅ Connect with Georgia on LinkedIn for more ag sales insights and behind-the-scenes from the paddock