As the fastest growing segment of distribution warehousing, the food and beverage sector can provide insights into trends that could affect the entire industry.
John H. Boyd (jhb@theboydcompany.com) is founder and principal of The Boyd Co. Inc. Founded in 1975 in Princeton, New Jersey, and now based in Boca Raton, Florida, the firm provides independent site selection counsel to leading U.S. and overseas corporations.
Organizations served by Boyd over the years include The World Bank, The Council of Supply Chain Management Professionals (CSCMP), The Aerospace Industries Association (AIA), MIT’s Work of the Future Project, UPS, Canada's Privy Council, and most recently, the President’s National Economic Council providing insights on policies to reduce supply chain bottlenecks.
In the opening scene of the 1960s Broadway musical **italic{Oliver!,} workhouse boys, who are surviving only on thin gruel, sing the praises of "Food, Glorious Food." These same sentiments may be shared by many in today's site-selection and warehousing industries. Based on our firm's work with distributors, manufacturers, and retailers, we believe the food and beverage sector is currently the fastest growing and most dynamic segment of distribution warehousing.
One reason for this might be the basic, life-sustaining nature of the food and beverage sector and the challenges it faces as it tries to meet the needs of a growing population. The question of how many people the planet can feed and the supply chain can support is a long-standing one that only becomes more impassioned as the world's population keeps soaring.
Article Figures
[Figure 1] Total geographically variable operating costs by cityEnlarge this image
But food warehousing is interesting for another reason besides our stake in it as consumers. Because it is the fastest growing segment, warehousing and site-selection trends in food and beverage tend to be more pronounced and can be viewed as a precursor for what lies ahead for other sectors.
The cold chain is hot
One of the key trends in the industry is a growing need for cold storage facilities. Our firm's trademarked BizCosts service—which provides forecasting and comparative cost-analysis reports for various industries—predicts that the global "cold chain" market will register an impressive compound annual growth rate of more than 13 percent during the period from 2015 to 2020. The food and beverage sector is fueling most of this growth, with some help from the pharmaceutical industry. Growing demand for frozen and processed food items such as meat, fish, frozen food products, and ready-to-eat meals and snacks are all major drivers here.
The Food Safety Modernization Act (FSMA) will only increase that demand, as it shifts the paradigm of the food industry from reacting to food-safety events to preventing them. While there are some 11,000 cold storage warehouses in the United States today, many will fall short of FSMA compliance standards. Retrofitting will often be economically unfeasible. Because of this, many site-seeking food processors and distributors are considering only new, modern, state-of-the art refrigerated warehouses in their real estate searches.
Warehousing site selection in other sectors also could be affected by shifting state and federal regulations. For example, site-selection decisions may have to factor in such things as changes in groundwater-usage regulations in drought-stricken California; landmark U.S. Environmental Protection Agency regulations on ozone limitations and federal oversight of U.S. waterways; and National Labor Relations Board rulings on so-called "ambush" union elections (which may place a greater premium on sites in states that have "right-to-work" legislation).
Close to the sea
In addition to an increase in demand for cold storage facilities, our warehousing site-selection projects for the food and beverage industry often favor being located within a one-day round-trip drayage of a major U.S. port. This is because U.S. food producers want to be able to accommodate future export growth. China, in particular, is expected to be a high-growth market for food exports due to its growing population, increasing disposable income, and strong consumer preferences for American-branded products, especially food and beverages.
Take the dairy industry, for example. Milk and cheese are relatively new to the Chinese diet, but consumers' taste for them is growing. U.S. exports of dairy products to China are skyrocketing as 1.4 billion people migrate to cities, draw middle-class wages, and discover foods like ice cream, cheese pizza, and chocolate-flavored milk. Another reason for this fast growth is that China's domestic food and beverage industry has a dismal track record when it comes to meeting quality standards, and Chinese consumers have grown leery of domestically produced products after a history of contamination scares.
As international consumers' taste for American food and beverages grow, so has demand for refrigerated warehousing space located close to seaports. For example, refrigerated warehousing is in especially strong demand within one-day round-trip drayage of the ports of Los Angeles and Long Beach, as these ports are the nation's busiest and California is the country's leading food-producing state. This demand not only includes California's Inland Empire but also stretches into southern Nevada, which offers a superior tax climate for warehousing, a "right-to-work" labor regime, and the availability of low empty-backhaul rates associated with the consuming, not producing, economy of the Las Vegas area.
We believe this demand for warehousing space close to ports will only increase if the large trade pacts currently on the table are passed. If enacted, the Trans-Pacific Partnership (TPP) trade agreement will produce an even greater call for warehousing along the West Coast, both within and outside of the food sector. On the East Coast, we anticipate the same warehousing trends will play out once the Transatlantic Trade and Investment Partnership (TIPP) deal between the U.S. and Europe is completed. This massive free trade pact will dwarf the TPP and even the North American Free Trade Agreement (NAFTA). These developments are triggering coast-to-coast opportunities to provide a new type of state-of-the-art, multiambient facility, as demand for U.S. food products—dry, refrigerated, and frozen—from buyers in Asia and Europe is expected to spike once these trade deals are approved.
More rail, less truck
Another food and beverage-related trend gaining steam is the rise in demand for warehousing near rail facilities. In general, our clients are strongly considering intermodal transportation due to a combination of the troubles facing the trucking industry, environmental concerns, and rail's potential cost savings. In particular, the intermodal network is providing more and more services to accommodate the special requirements of food shippers, one of the last sectors to fully get on board with the mode.
We believe the planned RailPort Intermodal Transloading Terminal (RITT) facility in southern Nevada provides a potential case study of the future of cold chain warehousing and the move to greater utilization of lower-cost and more environmentally friendly rail in the food supply chain. Named RailPort Las Vegas, it will be the first U.S. public storage facility that combines rail with highway cross-docking facilities at a single location. It is anchored by a 15-story, multitemperature automated storage and retrieval facility containing 150,000 pallet positions and will have a climate-controlled cross dock of 150 truck bays connected with six enclosed rail sidings. This futuristic, robotic warehouse is designed as a frozen, chill, and ambient "lights out" operation, meaning it requires minimal staffing.
The facility is designed to receive a large volume of palletized product by rail to serve the U.S. Southwest and Southern California, including the ports of Los Angeles and Long Beach, at an estimated transportation savings of more than 60 percent compared to current trucking costs. RITT will also be technologically advanced, blending data from cloud-based warehouse management systems, transportation management systems, enterprise resource planning systems, and yard management systems with custom software as well as truck geographic positioning systems (GPS) and drivers' mobile devices. Our firm views this facility as a prototype for other regional cold chain centers serving the varied interests of manufacturers, the railroads, wholesalers, and ultimately the end consumer.
Costs on the rise
The growing demand for warehousing space is also having the effect of pushing up costs. In the warehousing sector, our BizCosts projections point to overall costs increasing by 7.5 percent in 2016.
When it comes to selecting a site for their warehouse facilities, comparative economics is ruling the relocation process like never before. As a result, companies are even more attuned to finding the most cost-effective location for a new warehouse or distribution center. Costs can vary significantly from one region to another. This is evident in Figure 1, which shows the total annual operating costs for a representative light-industrial facility employing 300 workers for a series of leading food industry cities in the United States. Costs include hourly labor, benefits, land, construction, property taxes, utilities, and shipping.
Shipping costs play an important role in site selection. For example, warehouse operators pay close attention to conditions in the trucking industry. That sector certainly bears watching, as generous increases in truck driver wages and benefits will propel truckload rates higher in 2016 and beyond, potentially pushing pricing up by double digits. Truckload rates may need to rise as much as 13 to 17 percent to pay for higher driver wages as the industry struggles with driver shortages and onerous, costly federal regulations. This is directly relevant because higher truckload rates will serve to further tighten profit margins for the highly cost-sensitive warehousing sector.
Challenges ahead
We believe that the food cold chain will continue to be at the forefront of trends within the distribution warehousing industry for many years to come. These will include such things as growth in specialized services and regulations as well as a greater need to be located close to ports and rail facilities.
At the same time, the food and beverage industry will continue to face challenges that are unique to this vital sector of the economy. On the one hand, it will be hard-pressed to supply the growing consumption needs of a hungry and soaring global population. On the other hand, especially in the United States, it will have to deal with the fact that some 40 percent of food is never actually eaten, amounting to an estimated US $165 million a year in waste. The food and beverage supply chain needs to respond by reducing that portion of food waste that occurs on its watch in warehouses and during shipment. From our experiences with this dynamic supply chain sector, we fully expect these challenges to be met with great success.
The practice consists of 5,000 professionals from Accenture and from Avanade—the consulting firm’s joint venture with Microsoft. They will be supported by Microsoft product specialists who will work closely with the Accenture Center for Advanced AI. Together, that group will collaborate on AI and Copilot agent templates, extensions, plugins, and connectors to help organizations leverage their data and gen AI to reduce costs, improve efficiencies and drive growth, they said on Thursday.
Accenture and Avanade say they have already developed some AI tools for these applications. For example, a supplier discovery and risk agent can deliver real-time market insights, agile supply chain responses, and better vendor selection, which could result in up to 15% cost savings. And a procure-to-pay agent could improve efficiency by up to 40% and enhance vendor relations and satisfaction by addressing urgent payment requirements and avoiding disruptions of key services
Likewise, they have also built solutions for clients using Microsoft 365 Copilot technology. For example, they have created Copilots for a variety of industries and functions including finance, manufacturing, supply chain, retail, and consumer goods and healthcare.
Another part of the new practice will be educating clients how to use the technology, using an “Azure Generative AI Engineer Nanodegree program” to teach users how to design, build, and operationalize AI-driven applications on Azure, Microsoft’s cloud computing platform. The online classes will teach learners how to use AI models to solve real-world problems through automation, data insights, and generative AI solutions, the firms said.
“We are pleased to deepen our collaboration with Accenture to help our mutual customers develop AI-first business processes responsibly and securely, while helping them drive market differentiation,” Judson Althoff, executive vice president and chief commercial officer at Microsoft, said in a release. “By bringing together Copilots and human ambition, paired with the autonomous capabilities of an agent, we can accelerate AI transformation for organizations across industries and help them realize successful business outcomes through pragmatic innovation.”
Census data showed that overall retail sales in October were up 0.4% seasonally adjusted month over month and up 2.8% unadjusted year over year. That compared with increases of 0.8% month over month and 2% year over year in September.
October’s core retail sales as defined by NRF — based on the Census data but excluding automobile dealers, gasoline stations and restaurants — were unchanged seasonally adjusted month over month but up 5.4% unadjusted year over year.
Core sales were up 3.5% year over year for the first 10 months of the year, in line with NRF’s forecast for 2024 retail sales to grow between 2.5% and 3.5% over 2023. NRF is forecasting that 2024 holiday sales during November and December will also increase between 2.5% and 3.5% over the same time last year.
“October’s pickup in retail sales shows a healthy pace of spending as many consumers got an early start on holiday shopping,” NRF Chief Economist Jack Kleinhenz said in a release. “October sales were a good early step forward into the holiday shopping season, which is now fully underway. Falling energy prices have likely provided extra dollars for household spending on retail merchandise.”
Despite that positive trend, market watchers cautioned that retailers still need to offer competitive value propositions and customer experience in order to succeed in the holiday season. “The American consumer has been more resilient than anyone could have expected. But that isn’t a free pass for retailers to under invest in their stores,” Nikki Baird, VP of strategy & product at Aptos, a solutions provider of unified retail technology based out of Alpharetta, Georgia, said in a statement. “They need to make investments in labor, customer experience tech, and digital transformation. It has been too easy to kick the can down the road until you suddenly realize there’s no road left.”
A similar message came from Chip West, a retail and consumer behavior expert at the marketing, packaging, print and supply chain solutions provider RRD. “October’s increase proved to be slightly better than projections and was likely boosted by lower fuel prices. As inflation slowed for a number of months, prices in several categories have stabilized, with some even showing declines, offering further relief to consumers,” West said. “The data also looks to be a positive sign as we kick off the holiday shopping season. Promotions and discounts will play a prominent role in holiday shopping behavior as they are key influencers in consumer’s purchasing decisions.”
That result came from the company’s “GEP Global Supply Chain Volatility Index,” an indicator tracking demand conditions, shortages, transportation costs, inventories, and backlogs based on a monthly survey of 27,000 businesses. The October index number was -0.39, which was up only slightly from its level of -0.43 in September.
Researchers found a steep rise in slack across North American supply chains due to declining factory activity in the U.S. In fact, purchasing managers at U.S. manufacturers made their strongest cutbacks to buying volumes in nearly a year and a half, indicating that factories in the world's largest economy are preparing for lower production volumes, GEP said.
Elsewhere, suppliers feeding Asia also reported spare capacity in October, albeit to a lesser degree than seen in Western markets. Europe's industrial plight remained a key feature of the data in October, as vendor capacity was significantly underutilized, reflecting a continuation of subdued demand in key manufacturing hubs across the continent.
"We're in a buyers' market. October is the fourth straight month that suppliers worldwide reported spare capacity, with notable contractions in factory demand across North America and Europe, underscoring the challenging outlook for Western manufacturers," Todd Bremer, vice president, GEP, said in a release. "President-elect Trump inherits U.S. manufacturers with plenty of spare capacity while in contrast, China's modest rebound and strong expansion in India demonstrate greater resilience in Asia."
Even as the e-commerce sector overall continues expanding toward a forecasted 41% of all retail sales by 2027, many small to medium e-commerce companies are struggling to find the investment funding they need to increase sales, according to a sector survey from online capital platform Stenn.
Global geopolitical instability and increasing inflation are causing e-commerce firms to face a liquidity crisis, which means companies may not be able to access the funds they need to grow, Stenn’s survey of 500 senior e-commerce leaders found. The research was conducted by Opinion Matters between August 29 and September 5.
Survey findings include:
61.8% of leaders who sought growth capital did so to invest in advanced technologies, such as AI and machine learning, to improve their businesses.
When asked which resources they wished they had more access to, 63.8% of respondents pointed to growth capital.
Women indicated a stronger need for business operations training (51.2%) and financial planning resources (48.8%) compared to men (30.8% and 15.4%).
40% of business owners are seeking external financial advice and mentorship at least once a week to help with business decisions.
Almost half (49.6%) of respondents are proactively forecasting their business activity 6-18 months ahead.
“As e-commerce continues to grow rapidly, driven by increasing online consumer demand and technological innovation, it’s important to remember that capital constraints and access to growth financing remain persistent hurdles for many e-commerce business leaders especially at small and medium-sized businesses,” Noel Hillman, Chief Commercial Officer at Stenn, said in a release. “In this competitive landscape, ensuring liquidity and optimizing supply chain processes are critical to sustaining growth and scaling operations.”
With six keynote and more than 100 educational sessions, CSCMP EDGE 2024 offered a wealth of content. Here are highlights from just some of the presentations.
A great American story
Author and entrepreneur Fawn Weaver closed out the first day of the conference by telling the little-known story of Nathan “Nearest” Green, who was born into slavery, freed after the Civil War, and went on to become the first master distiller for the Jack Daniel’s Whiskey brand. Through extensive research and interviews with descendants of the Daniel and Green families, Weaver discovered what she describes as a positive American story.
She told the story in her best-selling book, Love & Whiskey: The Remarkable True Story of Jack Daniel, His Master Distiller Nearest Green, and the Improbable Rise of Uncle Nearest. That story also inspired her to create Uncle Nearest Premium Whiskey.
Weaver discussed the barriers she encountered in bringing the brand to life, her vision for where it’s headed, and her take on the supply chain—which she views as both a necessary cost of doing business and an opportunity.
“[It’s] an opportunity if you can move quickly,” she said, pointing to a recent project in which the company was able to fast-track a new Uncle Nearest product thanks to close collaboration with its supply chain partners.
A two-pronged business transformation
We may be living in a world full of technology, but strategy and focus remain the top priorities when it comes to managing a business and its supply chains. So says Roberto Isaias, executive vice president and chief supply chain officer for toy manufacturing and entertainment company Mattel.
Isaias emphasized the point during his keynote on day two of EDGE 2024. He described how Mattel transformed itself amid surging demand for Barbie-branded items following the success of the Barbie movie.
That transformation, according to Isaias, came on two fronts: commercially and logistically. Today, Mattel is steadily moving beyond the toy aisle with two films and 13 TV series in production as well as 14 films and 35 shows in development. And as for those supply chain gains? The company has saved millions, increased productivity, and improved profit margins—even amid cost increases and inflation.
A framework for chasing excellence
Most of the time when CEOs present at an industry conference, they like to talk about their companies’ success stories. Not J.B. Hunt’s Shelley Simpson. Speaking at EDGE, the trucking company’s president and CEO led with a story about a time that the company lost a major customer.
According to Simpson, the company had a customer of their dedicated contract business in 2001 that was consistently making late shipments with no lead time. “We were working like crazy to try to satisfy them, and lost their business,” Simpson said.
When the team at J.B. Hunt later met with the customer’s chief supply chain officer and related all they had been doing, the customer responded, “You never shared everything you were doing for us.”
Out of that experience, came J.B. Hunt’s Customer Value Delivery framework. The framework consists of five steps: 1) understand customer needs, 2) deliver expectations, 3) measure results, 4) communicate performance, and 5) anticipate new value.
Next year’s CSCMP EDGE conference on October 5–8 in National Harbor, Md., promises to have a similarly deep lineup of keynote presentations. Register early at www.cscmpedge.org.