‘Follow That Freight’ with the Coalition for America’s Gateways and Trade Corridors

While many, if not, all facets of supply chain and freight transportation operations are viewed as key, or vital, as they should be, it also is good to see these things for what they are, in the form of learning tools so that people that may not be as well-versed in all things supply chain and freight transportation can get a better handle on the inner workings of how things move.

 That essentially serves as the driver for the “Follow That Freight” series hosted by the Washington, D.C.-based Coalition for America’s Gateways and Trade Corridors (CAGTC), a concern focused on raising public recognition and Congressional awareness regarding the need to significantly expand U.S. freight transportation capabilities and promote sufficient funding in federal legislation for trade corridors, gateways, intermodal connectors, and freight facilities.

CAGTC has developed 15 “Follow That Freight” brochures, which began in 2005, with each one featuring a unique consumer product, which CAGTC said explains the significance of freight and goods movement infrastructure, adding it was created as an educational resource for elected officials and the general public to demonstrate how goods move through the supply chain to reach store shelves on a global basis.

“The ‘Follow That Freight’ series was was designed to get people thinking about the journey their coffee beans or bubble gum took before arriving on a store shelf,” explained CAGTC Executive Director Elaine Nessle. “We are all consumers of products that use the supply chain, but for the most part, people don’t consider all of the infrastructure links necessary to move raw and finished products.”

As for the benefits the series provides, Nessle pointed to the brochures being a fun educational tool that appeals to a broad age range.

“The brochures aren’t overly technical; they use very simple terms and lots of photos to hold the reader’s attention,” she said. “Supply chain professionals know that there is a sophisticated system behind each of these movements and why goods travel on one mode versus another, but we are trying to keep the story simple and raise the profile of how important freight infrastructure is to each and every American.”

With 15 “Follow That Freight” brochures to date, there are more than a few examples of freight’s journeys on display.

The most recent one, “Follow That…Hand Sanitizer,” provides a terrific overview in illustrating a product’s journey from raw ingredients harvested at an Illinois corn farm to its final destination, which is a hand sanitizer station in the United States Capitol Building. It offers up a step-by-step analysis of the moves in between, too, in the form of ingredients moving between facilities by truck and rail prior to being packaged and distributed to institutions and the public, noted CAGTC.

What’s more, CAGTC said that going back to the inception of “Follow That Freight” in 2005, the organization has distributed thousands of its brochures on Capitol Hill and through the media, adding that the illustration of the various modes that work together to form a supply chain also includes “a small token representing the final product showcased in the brochure. This has been especially welcome for things like the chocolate-covered cherries for “Follow That….Cherry,” and markers for “Follow That…Highlighter.”

When asked about some of the key lessons learned from this series over the years, Nessle said that there are some underlying factors to consider.

“Private companies are frequently reluctant to lift the curtain on their supply chain,” she said. “Often times, it’s a competitive advantage. There’s a great deal of research pointing to inadequate or insufficient infrastructure driving up the cost of doing business. When companies have identified cost effective transportation solutions, they are loath to share that information.”   

CAGTC’s “Follow That Freight” series serves as a strong educational tool, regardless of the level of your supply chain expertise and experience. Take a look for yourself at the group’s Web site, wwww.tradecorridors.org and on Facebook at www.facebook.com/FollowThatFreight.