How CB Freight Built an Operation Brokers Can Count On

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Trust isn't built on a single load.

It's earned through every phone call, every update, every pickup, and every delivery. Over time, those moments become relationships. And for carriers, those relationships become the foundation for long-term growth.

That's the philosophy behind CB Freight.

Headquartered in Chicago, CB Freight is an asset-based carrier specializing in flatbed transportation and complex open-deck freight. From steel and lumber to oversized project cargo and data center shipments, the company has built its reputation by delivering consistent execution across every load.

For Chief Operating Officer Khalid Ziadat, success isn't about chasing the lowest rate or the latest technology.

It's about building an operation that brokers know they can count on.

Consistency Isn't a Promise. It's a Process.

Moving specialized freight leaves little room for inconsistency.

Every shipment demands planning, communication, and disciplined execution. Whether the load is a standard flatbed shipment or an oversized project requiring escorts and specialized routing, brokers need confidence that the carrier handling it has done it before—and will do it right again.

That's why CB Freight has focused on standardizing the way it operates.

"We pride ourselves in consistency," Khalid Ziadat said. "If you book a CB Freight truck, you're going to get the same standard operating procedure through the life of the load."

That consistency extends beyond transportation itself.

Customers know they'll receive proactive communication, timely updates, and the same level of service regardless of who they're working with inside the organization.

Over time, that reliability changes the conversation.

Instead of constantly evaluating a carrier based on price alone, brokers gain confidence in the outcome before the load ever moves.

As Khalid put it, "Once they experience that level of service with us, they keep coming back."

The Carriers That Adapt Will Move Ahead

The freight industry has changed.

Identity verification, operational visibility, and stronger security expectations have become part of doing business. While some carriers see those changes as additional hurdles, CB Freight sees them differently.

"They're trying to fight it versus just accepting it," Khalid Ziadat said. "You just have to adapt to the new standards."

For CB Freight, embracing technology has never been about checking a compliance box.

It's about demonstrating the quality of the operation the company has spent years building.

Rather than resisting greater visibility, the team believes it gives trusted carriers another opportunity to stand out.

As more brokers adopt verification tools and standardized carrier evaluation processes, Khalid believes transparency will continue separating carriers that invest in their operations from those that don't.

"This is the new standard. This is the new reality. Highway is simply showcasing what you have to offer. So if what you have to offer is not okay, the conversation is over. Then it's a business decision that you have to make. Either you clean up your business and emerge with the new standards... or get left behind."

Building Trust Before the Load Moves

CB Freight's perspective on Highway didn't begin with a sales conversation.

It started with a question.

After hearing from a broker that Highway had surfaced an issue with the company profile, Khalid picked up the phone to learn more.

What stood out wasn't simply the technology.

It was the willingness to have a conversation.

"There was actually somebody willing to answer the phone," Khalid said. "Maybe it wouldn't go my way, but at least somebody would talk with me."

That experience evolved into an ongoing relationship built on collaboration and feedback.

Today, CB Freight views Highway's Carrier Identity® solutions as another way to demonstrate the operational standards the company already holds itself to.

For carriers committed to running a trusted operation, verification isn't something to avoid.

It's an opportunity to reinforce confidence before freight is ever assigned.

When Security Becomes Operational

The value of verification extends beyond onboarding.

For CB Freight, it also became a safeguard against identity theft.

Khalid recalled an incident where someone attempted to impersonate the company using a nearly identical email address to obtain shipment information.

Because the rate confirmation was delivered securely, the attempt was identified before pickup information could be compromised.

Experiences like that have reinforced the importance of secure workflows that protect sensitive shipment information while reducing unnecessary manual work.

The operational benefits have followed as well.

Secure document delivery gives CB Freight tighter control over user access as employees join or leave the organization. Connected ELD integrations simplify shipment visibility without requiring drivers to manage multiple tracking applications.

Raising The Standard for Specialized Freight

As the industry continues to evolve, Khalid believes specialized carriers have another opportunity to differentiate themselves.

Flatbed transportation demands experience that isn't always reflected in traditional qualifications. Securement, oversized freight, and project cargo require knowledge developed over years of operating in the field.

Looking ahead, he hopes carriers will be able to showcase those specialized capabilities more clearly as brokers evaluate potential partners.

The more operational signals available during carrier selection, the easier it becomes to match the right carrier with the right shipment.

"The more capabilities we can showcase, the better. Brokers should be able to identify the specialized carriers they're looking for, whether that's flatbed, hazmat, or other unique capabilities."

For companies that have invested in building disciplined operations, that's an opportunity worth embracing.

Trust Is Earned Through Execution

For Khalid, verification isn't about creating friction.

It's about creating confidence.

By investing in standardized processes, embracing greater transparency, and adapting to the changing expectations of the freight industry, the company has positioned itself as a trusted partner for brokers moving specialized freight.