Why Traffic Hellholes Rank HIGHER for World Cup Freight Resiliency

About this episode

The episode discusses freight resiliency in relation to the World Cup and features interviews with industry experts on fuel prices and data analysis.

Welcome to a historic Friday edition of WHAT THE TRUCK?!? Not only is this our massive 100th episode with host Malcolm Harris, but it also marks the official birth and kickoff of What the Truck Studios West out of North Fort Worth, Texas with Michael Vincent! The content and the vibes are only getting better, so buckle up for the fastest 45 minutes in freight.In this episode, we tackle the latest hard-hitting headlines shifting the industry before diving into two incredible interviews you won’t want to miss. Joe Ezzo (Product Management, Trimble Transport & Logistics): Joe bridges the gap between freight optimization and the ultimate workforce fuel—coffee! As the founder of Third Day Coffee, he breaks down the volatile geopolitical factors impacting diesel fuel prices and explains how Trimble’s new optimization logic acts as a “cost thermostat” to eliminate wasteful empty miles and deadhead time for fleets. Mike Branch (VP of Data & Analytics, Geotab): With Geotab connected to over 6 million commercial vehicles globally, Mike’s team analyzed billions of data points to rank the 16 World Cup host cities on how drastically the tournament will disrupt commercial freight. Find out why…

People in this episode

Host: Malcolm Harris

Guests: Joe Ezzo, Mike Branch

Topics covered

• World Cup
• freight resiliency
• data analysis
• diesel fuel prices
• interviews
• transportation industry

Keywords

• freight
• World Cup
• diesel prices
• data analysis
• Trimble
• Geotab
• transportation

Sponsors

TAYLOR AND MARTIN

Mentioned in this episode

Organizations: Trimble Transport & Logistics, Geotab

Places: North Fort Worth, Texas, Boston, Mexico City, Toronto

More episodes of WHAT THE TRUCK?!?

• The Atomic Bomb Threat to Broker Liability · June 12, 2026 · 46 min
• Amazon’s LTL Play, Robot Warehouses & the Broker Liability Shake-Up · June 10, 2026 · 56 min
• The $4.5M "Newport" Crime Ring and the Wildest Traffic Jam in Logistics History · June 8, 2026 · 48 min
• Why Professional Drivers Are Demanding MORE In-Cab Surveillance · June 5, 2026 · 51 min
• Why Automated Shippers Are About to Savage Pre-Smartphone Brokerages · June 3, 2026 · 47 min
• C.H. Robinson’s Massive Carrier Purge: “Caught with Their Hands in the Cookie Jar”? · June 1, 2026 · 46 min