Brian Reed joins FreightWaves as EVP of Supply Chain and Global Strategy

Supply chain expert Brian Reed joins FreightWaves and will establish FreightWaves Advisors. Brian will hold the title of EVP Supply Chain and Global Strategy and oversee the company’s engagement with the shipper community.

Brian will be focused on developing data analytics and resources that provide freight forecasting and risk management tools for shippers. This will include freight market benchmarking, risk management analytics, blockchain, AI, and tradeable freight futures contracts.

“Over the past year, we have developed deep analytics and insights into the capacity side of the market with a profound reach into the 3PL and carrier communities. As we look forward to building a liquid futures market and providing data analytics for capacity buyers, it is important that we bring one of the top thinkers in the supply chain industry into our organization to expand our products and team. Brian is this resource,” Craig Fuller, CEO of FreightWaves stated.

Brian Reed has spent the last 18 years as a business and IT chameleon serving freight providers and shippers around the globe. His extensive experience began in the supply chain applications space ,working with clients globally to create value and efficiencies through transportation-specific supply chain applications. Reed has implemented business and IT solutions in logistics at global companies in most industries in the US, Europe, the Middle East, Africa and Asia.

In addition, Brian has led multiple enterprise architecture and business model design programs for freight and shipper organizations globally developing innovative and modern solutions, using modern concepts such as 4PLs and symbiotic supply chain relationships. He served as the Vice President of Transportation and Customer Service at the nation’s largest bottled water organization, Niagara Bottling LLC. In this role, Brian managed a team of over 180 resources developing innovative solutions to manage cost and deliver outstanding service for the company’s largest spend category. Most recently at Laguna Consulting LLC, he was delivering advisory services to companies that are developing new technologies in freight such as blockchain and AI-based solutions.

In addition to developing products and analytics in the supply chain field, Brian will also build a professional services unit, Freightwaves Advisors. This group will help participants in the market (including carriers, 3PLs, and shippers) benchmark their operations and implement data and digital solutions such as blockchain in their operations.

FreightWaves is building market-wide economic models using aggregated data sets to understand and analyze the health of the freight economy. To date, the company has partnered with accumulated data sets that represent hundreds of billions of dollars in freight transactions. The information is then modeled into aggregated indices that provide a near-time map of the market and be used to create actionable outcomes for participants. is the most trafficked and engaged news source in the freight markets, according to Alexa. The company runs the BiTA community–the transportation industry’s blockchain forum, think tank, and standards organization–and is creating the world’s first freight futures contracts to help organizations hedge and trade their exposure to American trucking prices.

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John Paul Hampstead, Associate Editor

John Paul writes about current events and economics, especially politics, finance, and commodities, and holds a Ph.D. in English literature from the University of Michigan. In previous lives John Paul studied Shakespeare in London and Buddhism in India, but now he focuses on transportation and logistics in the heart of Freight Alley--Chattanooga. He spends his free time with his wife and daughter herding cats, collecting books, and walking alongside the Tennessee River.

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