Comment / CH Robinson leads, buys loyalty at inflection point

ID 102901101 © Piotr Adamowicz | Dreamstime.com

In a nutshell: When the nation’s biggest freight broker drops fees on its fuel program for 450,000 carriers, it’s not charity. It’s a competitive positioning play at the exact moment carriers hold the leverage, and every rival broker should be paying attention.

The press release, issued on 1 April with what one hopes was unintentional timing, reads like corporate benevolence.

CH Robinson will waive the application fee and transaction charges on its discount fuel card, and eliminate fees on ...