For food distributors & manufacturers
Cold-chain delivery, without the trucks.
We recover the empty mile your trucks already drive home — and turn it into delivered, in-temperature loads. A vetted refrigerated network across nine Midwest metros, ~20–25% under in-house. Restaurant Depot runs it daily. Twelve months, zero temperature incidents.
One June Tuesday on the network — 10 routes · 46 stops · 1,454 km · every load in-temp.
Recognized by Forbes 30 Under 30 · Techstars ’24 · Crain’s Cleveland · GFS Food Foundry
The reality
Every night, the trucks come home empty.
We fill the lane home.
The cost of the empty mile
The empty mile home is margin you’ve already paid for.
The CDL driver shortage makes refrigerated backhaul harder every year — and you can’t scale into new stores or metros without scaling the slowest, most capital-heavy thing you own. So we don’t own trucks; we orchestrate vetted operators on our software. Every truck that runs a route home empty is fuel, labor, and a depreciating asset earning nothing. Put your own numbers in — see what the backhaul is worth.
A recovered backhaul turns a paid-for empty leg into a paying load. Use the share of per-mile margin you’d realistically capture — these are your inputs, not ours.
Recoverable margin
per year
$0
Across 12 trucks · 4,200 empty miles / week
Recover this lane →The choice
A truck you buy, or a network you don’t.
Without SupplyNow
- The truck drives home empty — fuel, labor, and a financed asset earning nothing.
- You buy the next truck to win the next lane, and carry it on your balance sheet.
- The CDL shortage caps how fast you can grow.
- A new metro means months and capex before the first delivery.
With SupplyNow
- The empty leg comes back as a paying, in-temperature load.
- Capacity scales on a network you direct — nothing added to your books.
- A larger non-CDL driver pool moves around the shortage.
- A new metro stands up in days, no trucks to buy.
How a lane works
From your dock to delivered, tracked the whole way.
Every operator is vetted and running our software before it carries a load — so asset-light never means uncontrolled. Pickup to final stop, every mile temperature-tracked.
Pickup
A vetted non-CDL reefer collects the load — capacity you direct, not capacity you carry.
Monitor
Temperature and route tracked live on every leg — an excursion is an alert, not a surprise.
Deliver
On-time to each stop, in-temp the whole lane, with clean reconciliation per stop.
Reconcile
The lane closes out with documented records — clean docs become clean delivery proof.
Which are you
Two ways to put the network to work.
For distributors
Grow into new stores and metros — without buying trucks.
Overflow you can't cover, empty backhaul miles turned into margin, same-day recovery, and recurring lanes off your books — all on the network you don't have to own.
For manufacturers
Your product's last mile, held to temperature.
Frozen and refrigerated delivery, monitored pickup to drop, with a documented cold chain and a 12-month zero-excursion record — and no fleet to buy or staff.
No more drivers missing routes. No more angry calls. No more losing the account.
“I could have used these guys yesterday.”
What sets us apart
Not a broker. Not a fleet. Not a warehouse.
Swipe to compare →
| SupplyNow | Own fleet | Broker / load board | Warehouse 3PL | |
|---|---|---|---|---|
| Delivered cost | ~20–25% under in-house, savings shared | Full burden ($126/hr-class) | Spot rates, no leverage | Markup on every leg |
| Temperature integrity | Live-monitored · 12 mo, 0 incidents | Only as good as your trucks | A stranger’s truck | Varies by subcontractor |
| Who’s accountable | One party owns the box | You | No one | A chain of hand-offs |
| Add a new metro | Days, no trucks | Months + capex | If someone’s free | Their footprint, not yours |
| The empty mile | Recovered into paid loads | Deadhead you eat | Not their problem | Rarely optimized |
The network
Every metro is a node.
Every node makes the next one cheaper.
Why it compounds
Every load makes the next one cheaper.
Anchor demand builds route density; density lowers delivered cost; the savings get shared; shared savings pull in the next anchor. The loop tightens with every lane.
The model
An asset-light network, not a trucking company.
Non-CDL box trucks
Refrigerated box trucks under 26,000 lbs open a far larger driver pool — sidestepping the CDL shortage that constrains traditional backhaul.
Software-equipped partners
Every operator runs our routing and telematics. Loads are monitored for temperature and timing in real time, pickup to final delivery.
Anchor-distributor demand
We aggregate volume from large food distributors and route it for utilization — delivering at roughly $98 per hour versus $126 in-house.
The network
An intelligent fleet network.
Daily cold-chain routes across nine markets in Ohio and neighboring states, anchored by the flagship Restaurant Depot relationship.
Next: Atlanta · Orlando · Miami · Texas in Q4.
And the outlier lanes the big distributors leave behind — past the metro edge, where coverage is hard and the margin hides.
We’re adding four metros this quarter — lock your lane before the network fills.
The close
One lane to prove it.
Then the lane home is yours too.
Getting started
Your first lane, running in under two weeks.
Quote a lane in 90 seconds. We confirm capacity and a number, run one real load, and send you the scorecard. No contract to start — one lane, then you decide.
- 1 QuoteTell us the lane — origin, stops, temp, cadence. 90 sec
- 2 ConfirmWe come back with capacity and a number. 24–48 hr
- 3 Stand upVetted operator assigned, monitoring live, ACH set. 2–5 days
- 4 Run the pilotOne real load, tracked — then a first-week scorecard. 1 week
- 5 ScaleClone what works to the next lanes and metros. ongoing