Trucking could learn a thing or two from broccoli.
That's right, broccoli, arch enemy of children everywhere. Now, broccoli wants to be liked.
The little green vegetable wants to be respected and enjoyed by people everywhere. And the folks who grow and sell the stuff are working on it.
Most kids revolt against all vegetables, but broccoli is always close to being the top offender, and not just with children. So broccoli people are working overtime now to improve its image, and in case you haven't heard, it's the miracle food.
Those amusing TV commercials are supported by a website (www.themiraclefood.ca) and the national campaign is spreading the word about just how amazing broccoli is.
The vast majority of the general public likely gives little thought to the journey that broccoli ý like all other fruits and vegetables ý makes from the farm to the store.
They probably think that's a miracle itself and don't think about the importance of the trucker in making that trip happen.
They don't know about the weeks a long-haul trucker may spend away from home, the hoops he jumps through in the name of customer service, or the knowledge he needs about regulation changes from jurisdiction to jurisdiction.
They don't know about the long workdays, the responsibility of keeping an eye on the vehicle's condition, or the difficulty of staying on top of sometimes mountainous paperwork, and all of this while driving safely and courteously and maybe even stopping to help a motorist in need.
Those are the kinds of images the public needs to see. They need to understand the professionalism, the hard work, and the dedication to safety that professional drivers display every day.
Freight volumes are expected to increase this year, albeit slowly, so a fuss will likely be made again about a driver shortage.
As the average age in the driver pool continues to rise, questions about who replaces retiring drivers will also emerge.
To attract quality newcomers, it's going to take a full-bore image makeover. Instead of attracting people who see trucking as a last resort, the industry needs more entrants who want to be truckers.
Of course, for quality drivers to recommend trucking as a career wages will need to increase and drivers need to feel more respected.
Too often, truckers tell me that 20 years ago, the money justified working long hours and spending time away from home. But wages just haven't risen over 20 years like the cost of living has and drivers seem to feel overworked and underpaid.
But if broccoli can become a family favourite, there's no reason trucking can't too, and it shouldn't take a miracle.
Steve Macleod
