Genpro Inc. was founded in 1989 by Robert A. Goldstein, who remains the company’s owner and president. He told The Produce News that he started the company soon after graduating from college.

“My family’s background is in both the produce business and the trucking side,” said Mr. Goldstein. “I grew up understanding both the wholesale, retail and trucking ends of the business. My education was in business, and combined with what I had learned from my family, I saw an opportunity that opened a door. It was simply a little vision that the transportation business could be much better than it was 30 years ago — and I was on spot with that.”

The firm, which is headquartered in Rutherford, NJ, began as a truck brokerage operation with two employees. In 2007, in response to its customers’ needs, Genpro established a transportation management services team designed as an end-to-end, technology-driven service. This provides continuous systematic shipment visibility and is supported by a centralized point of contact to proactively address the dynamic needs of the customers’ management team.

Joe Joseph of Victor Joseph & Son, Dan Delgado of Genpro, Lynne Chappell of the South Carolina Peach Council, Jarrett Botnick of Victor Joseph & Son and Rob Goldstein of Genpro. (Photo by Debbie Negron)“Today we service all categories, but we are produce-specific,” said Mr. Goldstein. “That means that we can handle many types of freight, but we can handle fresh fruits and vegetables as well as they can be handled. We deal with thousands of carriers and thousands of loads every year, but what we don’t have are agents or brokers who are supported by outside companies.”

Besides on-demand pricing and contract programs, Genpro offers managed services programs such as load and route optimization, carrier contract management, carrier service level management and reporting, risk management and control, business intelligence, dynamic tracking systems for shipment status, shipment tender process, multi-mode capabilities, pick-up and delivery appointment management and much more. These services enable companies to outsource specific functions while Genpro handles day-to-day tactical functions. Or, companies can completely outsource their transportation program to Genpro allowing them to focus on their core competencies while still retaining strategic overview of the transportation component of their supply chain.

Mr. Goldstein’s transportation systems services are highly technical and streamlined, but he also acknowledges the challenges related to moving fresh fruits and vegetables.

“Produce professionals tend to think that transportation is always tight, but the entrance into the industry takes a lot of understanding,” he said. “It’s a niche industry, and so truckers who don’t know about it tend to head in other directions. Today there are a lot of brokers competing in the marketplace trying to service the same customers. But we would ask them what else they do for their customers. Our technologies and efficiencies are hard to match. And we have the ability to stay up on new and complex compliances and do more due diligence in our services.”

Mr. Goldstein’s grandfather and father worked at Hunts Point, and it continues to be a large segment of Genpro’s business today.

“New York is the biggest market in the world,” noted Mr. Goldstein. “We work with some great people at Hunts Point. But over time their needs and consequently their demands have changed. Our business is really about meeting these needs, about efficiencies, value and service in ways that come into play with cost savings.

“Genpro carries on our family values from my grandfather to my father and to me — and that’s all about integrity.”