Great carriers don't become successful by accident.
They build trust one load at a time through reliable service, clear communication, and disciplined operations. That's exactly how Pemberton Truck Lines has built its reputation since 1982.
With more than 140 trucks on the road and a business built around demanding retail freight, Pemberton has earned recognition for safety and service by doing the fundamentals exceptionally well. Every load requires precise execution, on-time performance, and constant communication. Pemberton is committed to enforcing standards that leave little room for error.
For Christa Yowell, Planner at Pemberton Truck Lines, success starts long before a truck arrives at the shipper.
The Challenge: Moving More Freight Without Creating More Work
Like every carrier, Pemberton operates in an environment where every minute matters.
Planning dozens of loads each day means balancing customer expectations, driver needs, broker relationships, tracking requirements, and unexpected changes — all while keeping trucks moving.
"Communication is the key," Christa says. "I try to look at problems before they're happening and make sure all the parties involved know what's going on."
That proactive approach has become one of Pemberton's defining strengths. Rather than waiting for brokers to discover a problem through tracking, the team communicates early, sets expectations, and works toward solutions before small issues become major disruptions.
As Christa puts it, "Brokers want to know, customers want to know — all up the chain. They want to know what's making their product late or on time, and they want to know it now. Not ten minutes from now."
It's a philosophy that has helped Pemberton earn long-term trust with brokers and customers alike.
Building Trust in a High-Risk Market
Today's freight market presents another challenge: knowing who you can trust. Fraud, double brokering, and inconsistent communication have made many carriers cautious about taking on new broker relationships.
For Pemberton, Highway has made expanding those relationships much easier.
"I've been able to make new contacts with brokers I would've been skeptical of before. It's allowed me to feel a little more comfortable talking to them and being open to lanes I normally wouldn't have run."
That confidence has become even more valuable as fraud continues to affect the industry.
"I've never had a double-brokering issue through Highway. It's very comforting to have Highway vet their brokers. It's a big deal."
Instead of spending time worrying about who she's working with, she can focus on finding the right freight for the right truck.
Working Smarter with TFX
Finding quality freight quickly matters when you're managing as many moving pieces as Pemberton.
Christa says Highway's TFX Load Matching helps eliminate much of the noise found on traditional load boards.
"I have yet to see a bad match. They've all been very workable. It's very easy to go in, use my filters, and quickly find what I need."
Powerful filters allow her to quickly narrow opportunities based on appointments, lanes, and freight type, while the recommended loads consistently match what she's looking for.
Rather than broadcasting available trucks to everyone, TFX connects capacity with brokers that are already a strong fit.
That means less time searching and more time booking freight that works for Pemberton's network.
Why ELD Connectivity Makes Everyone's Job Easier
One insight from Christa stood out.
Many conversations around ELD connectivity focus on compliance. Pemberton views it differently.
By connecting trucks through Highway, brokers receive the visibility they need without requiring drivers to install phone-tracking apps or answer constant location requests.
"We definitely push ELDs through the trucks. It helps the drivers not have to get hundreds of texts and calls from brokers asking where the truck is."
Just as importantly, Highway eliminates repetitive administrative work.
"I'd rather set everything up once a year with Highway — our VINs, insurance, everything — and then not have to worry about it the rest of the year. A lot of time has been taken off my shoulders."
Instead of repeatedly sending the same information to every broker, Christa's team updates it once and lets Highway handle the rest.
For a planner managing as many as 25 to 35 loads in a day, removing those repetitive administrative tasks creates meaningful time savings while giving brokers faster access to the information they need.
Support That Keeps Freight Moving
Technology matters, but so does the team behind it.
When asked what she would tell another carrier about Highway, Christa didn't hesitate.
"Your customer service is bar none the best I've seen. When I call, someone answers. When I email, it's immediately back."
Whether it's questions about TFX, posting trucks, eligibility, or general support, she says someone answers when she calls and responds quickly when she emails.
That responsiveness helps Pemberton move faster, solve problems sooner, and stay focused on what matters most: keeping trucks loaded and customers satisfied.
Success Starts with Great Carriers
Pemberton Truck Lines isn't successful because it uses Highway.
It's successful because it has spent decades building a culture centered on safety, communication, accountability, and customer service.
Highway simply reinforces those strengths.
For carriers committed to operating professionally, maintaining transparent operations, and meeting Highway's standards, free tools like TFX Load Matching, ELD connectivity, broker verification, and dedicated carrier support can help remove friction from the day-to-day work of moving freight.
Pemberton's story is a reminder that the best technology doesn't replace great carriers, it helps great carriers perform at an even higher level.
