Freight 101: How CPG Brands Ship Pallets, Cases, and Containers

Few things sneak up on a new CPG founder as quickly as freight. You finish your first production run, the pallets come off the line, and suddenly the difference between making margin and losing money depends on how well you understand a part of the business no one warned you about.

This guide walks through the freight basics every consumer packaged goods brand should know: the difference between brokers and carriers, the main types of freight service, how to choose a partner, and practical tips for booking shipments without surprises.

Brokers vs. Carriers

Freight carriers own the trucks. They physically move your product from point A to point B. Carriers range from massive national fleets with tens of thousands of trailers down to local operators with two or three trucks—roughly 91% of trucking fleets in the U.S. operate fewer than six trucks.

Freight brokers do not own trucks. They sit between brands and carriers and arrange shipments on your behalf, usually for a small percentage on top of the carrier rate. A good broker has established relationships with multiple carriers, can quote across options, and takes the pressure off your team to chase down updates, exceptions, and reweighs.

Most small brands work primarily through brokers. Larger or more freight-savvy brands often build direct relationships with a handful of carriers and use brokers selectively for spot loads or specialty routes.

Types of Freight Service

Not every load is the same shape, and not every carrier or broker handles every type of service. Knowing the vocabulary helps you ask for the right thing.

• LTL (Less Than Truckload): Usually six pallets or fewer, sharing a truck with other companies' freight.
• FTL (Full Truckload): Roughly 10+ pallets, or any shipment that requires a dedicated truck.
• Intermodal: Most often refers to rail-based transport that combines multiple modes (truck-to-rail-to-truck).
• Temperature Controlled: Unless otherwise specified, most freight is "dry"—an enclosed trailer with no temperature control. Refrigerated or frozen goods move in "reefers," which maintain set temperatures throughout transit.
• Expedited: Faster-than-standard transit when timing is critical (and you're willing to pay for it).
• White Glove / Last Mile: Extras like inside delivery to a specific room, unboxing, or packaging removal.
• Drayage: Short-distance moves to or from a port, typically for shipping containers.
• International: Air or ocean freight, plus cross-border transport to Canada or Mexico.

How to Choose a Freight Partner

Choosing a freight partner is less about price-shopping a single load and more about finding a relationship that will scale with your business. A few questions to ask:

• Self-manage or use a broker? If you're established or have deep freight expertise, going direct with carriers can save money. For most small brands, a broker is worth the markup.
• Who is your rep? Your service level is tied to the human assigned to your account. Are they responsive? Proactive? Do they feel like an extension of your team?
• What are starting credit terms? Some firms offer generous terms; others require prepayment for new accounts. Match terms to your cash flow.
• Is there a self-service portal? Some founders prefer booking by phone or email; others want a TMS where they can quote and book instantly.
• Do you need temperature control? If you ship refrigerated or frozen products, find a partner that specializes in cold chain.
• What are your common lanes? West Coast routes, cross-border to Canada, and ocean freight to Asia all favor different specialists. You may end up with a small bench of partners by route.

Tips for Booking a Shipment

Even with a great partner, the easiest way to avoid surprise charges is to give them accurate information up front.

• Don't round up. Suspiciously round weights (1,000 lbs, 5,000 lbs) get flagged for reweigh, which can result in additional charges. Be as precise as you can.
• Use the right freight class. There are 18 freight classes; the wrong one means rebills. Online calculators help, and your rep can confirm.
• Make sure there's a BOL. The Bill of Lading is the most important document in any shipment. Most carriers and brokers generate one; some warehouses want it in advance.
• Sweat the details. Dock hours, lift-gate needs, stackability, and access restrictions all affect cost and risk. Note them up front.
• Document everything. Pictures of pallets at pickup, copies of BOLs, and timestamped delivery confirmations are your best friend when something goes wrong.

Information to Have Ready Before You Reach Out

Before you contact a freight provider, gather the basics. Having this ready often determines how quickly—and how accurately—you'll get a quote.

• Timing: Pickup date and delivery flexibility.
• Origin: Address, business hours, dock availability, lift-gate needs, and whether the location is limited-access (farms, construction sites, schools, etc.).
• Destination: Same details as origin, plus appointment requirements (common for distributors like KeHE and UNFI).
• Commodity: What you're shipping, the freight class, and the NMFC code.
• Pallet specs: Number of pallets, total weight (include the 30–48 lbs each pallet weighs), and standard dimensions (typically 48" x 40").
• Temperature: Minimum and maximum acceptable transit temperatures, if applicable.
• Stackability: Whether your pallets can be double-stacked, and any special packing that protects them in transit.
• Contact info: Who to call if something goes sideways at any point in the route.

Educate Yourself, Then Build the Relationship

There are excellent online glossaries of freight terms and transit-time databases. Spend an hour with them before your first call. The carriers and brokers you work with will appreciate not having to explain LTL versus partial-truckload from scratch—and you will catch more of the subtle issues that affect cost and service quality.

Most of all, treat freight like a long-term partnership rather than a series of one-off transactions. The brokers and carriers who know your product, your retailers' receiving requirements, and your seasonal volume curve will save you far more money than the cheapest spot quote ever will.