1387. #TFCP - The Seasonal Pivot: Roses, Reefer, and Produce Season 2026!
The Freight Coach Podcast · Chris Jolly
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Show Notes
Are floral freight rates the first warning sign of a tightening reefer market? Is Florida enforcement reshaping capacity faster than most carriers expected? Are you positioned for the Southeast produce surge before the peak season hits?
Dean Croke of DAT Freight & Analytics is back to break down how Valentine's Day floral demand funneled through Miami pushed outbound freight rates up, why immigration scale house enforcement is cutting reefer capacity, and how the upcoming produce season will impact national trucking rates, refrigerated freight trends, and contract negotiations.
We also dig into DAT freight data showing national rates higher year over year despite soft volumes, explain how seasonal demand shifts, tender rejection rates, and regulatory changes are driving spot market opportunities, and talk honestly about enforcement challenges affecting minority drivers while emphasizing compliance, industry integrity, and long-term freight market stability as capacity tightens and the trucking industry moves toward a more predictable recovery through 2026 for carriers, brokers, and shippers who stay informed and adaptable!
About Dean Croke
Dean is the Prinicpal Analyst at DAT Freight & Analytics, the leader in market and pricing intelligence and operates the largest truckload freight marketplace in North America. He is a Global Supply Chain and Logistics Executive specializing in freight market analytics, multi-modal freight flows, thought leadership, and the application of business intelligence using digital technologies.
Connect with Dean
- Website: https://www.dat.com/
- LinkedIn: https://www.linkedin.com/in/deancroke/
- YouTube: https://www.youtube.com/@datfreight
- DAT iQ Help Center: https://iq.support.dat.com/
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