Regrets, recriminations, diversions: the legacy of bad times at West Coast ports
From business losses to ruptured relationships, the damage from the recently resolved labor dispute continues to mount. But was it enough to spark permanent change?
Mark Solomon joined DC VELOCITY as senior editor in August 2008, and was promoted to his current position on January 1, 2015. He has spent more than 30 years in the transportation, logistics and supply chain management fields as a journalist and public relations professional. From 1989 to 1994, he worked in Washington as a reporter for the Journal of Commerce, covering the aviation and trucking industries, the Department of Transportation, Congress and the U.S. Supreme Court. Prior to that, he worked for Traffic World for seven years in a similar role. From 1994 to 2008, Mr. Solomon ran Media-Based Solutions, a public relations firm based in Atlanta. He graduated in 1978 with a B.A. in journalism from The American University in Washington, D.C.
The nine-month labor-management dispute on the West Coast waterfront spread misery across a broad front. But perhaps no one had it worse than the Port of Oakland.
Like other ports, Oakland, the nation's fifth-busiest containerport, faced mounting backlogs and diminished productivity as tensions escalated between the International Longshore & Warehouse Union (ILWU) and waterfront management represented by the Pacific Maritime Association (PMA). At the height of the standoff in mid-February, Oakland's largest terminal was operating at half of its normal capacity, and its second largest was functioning at 65 percent, according to J. Christopher Lytle, the port's executive director.
Vessels that would normally discharge Asian imports at either the port of Los Angeles or Long Beach and then call up the coast at Oakland were unwilling to deal with more congestion at Oakland. Instead, many turned around after unloading in Southern California and returned to Asia. As a result, consignees with product to be distributed throughout Northern California were forced to find costlier land transportation to get goods to market.
But what set Oakland apart from its brethren were the problems it encountered moving U.S. exports. Exports account for 55 percent of Oakland's traffic mix, understandable given the port's proximity to the agricultural abundance of California's verdant Central Valley. With vessel operations hamstrung and with no other place to go, exporters watched helplessly as their perishables sat, and in some cases rotted, in warehouses. And they took out their frustrations on port officials. "Customers are very upset," Lytle said in a phone interview several days before a tentative five-year collective bargaining agreement was reached Feb. 20.
That may be why a $100 million project to build a global logistics hub at the port has taken on added significance. Over the next two to three years, the port and the city plan to turn a decommissioned army base on the facility's outer harbor into a 360-acre logistics center that includes a warehousing network, trans-loading facilities, and a dry-bulk terminal. Westbound goods, whether they are bulk agricultural commodities or dry bulk shipments, would be moved by rail to the center. There, they would be loaded aboard containerships or dry bulk vessels for trips to Asia.
The first step was announced in late January, when the port and Union Pacific Railroad Co. (UP), the giant Western railroad, began a $25 million initiative to link the new site with UP's main line into Oakland. The work, set for completion in October, calls for the construction of 7,400 feet of lead track and the reconfiguration of adjacent track. When finished, the project will better position the port to receive bulk shipments from both UP and BNSF Railway, its rival in the West. The port and the state's "Trade Corridors Improvement Fund" will finance the work.
Lytle didn't mince words when describing the logistics center's impact on his facility. "This is the future of Oakland," he said.
STAYING RELEVANT
From Seattle to San Diego, the 29 ports covered by the new five-year labor agreement are clearing backlogs and trying to stanch the bleeding as importers that shifted deliveries to the East Coast (via the Suez and Panama canals), to Canada, and to Mexico debate whether to bring them back west. On that score, opinion is mixed. Ben Hackett, who heads a consultancy bearing his name, believes most diverted cargo will return because West Coast ports, especially Los Angeles and Long Beach, remain the most cost-effective way to get imports to U.S. end markets. Kumar Venkataraman, a partner in the retail practice of consultancy A.T. Kearney, sees a two-tier market evolving with big Beneficial Cargo Owners (BCOs) having the scale and sophisticated technology to implement a diversified U.S. distribution strategy utilizing multiple ports, while smaller BCOs lacking those capabilities either return to the West Coast or, having never left, simply stay put.
An industry insider, speaking on condition of anonymity, said West Coast ports will suffer as importers who had long thought about moving away from the West are now pushed to act. "Until now, the logistics guys couldn't convince their leadership to move because there was no event to prompt it. All they were looking for was a reason. Now they have one," the executive said.
Larry Gross, a senior consultant at consultancy FTR Associates, wrote in late February that for big BCOs with multiport strategies already in place, a further shift from the West "is more a matter of turning the dials than building something from scratch." Noting that neither labor nor management seemed to publicly show remorse for the damage inflicted on shippers, intermediaries, consignees, and vessel operators, Gross said the warring parties will "end up paying dearly for having ignored the needs of the shipper who truly pays their bills."
SECULAR PROBLEMS
Though the agreement averts the immediate crisis, it does nothing to address the afflictions that plagued the U.S. goods-moving system long before the standoff began. Port congestion at dock and landside remains a critical concern. Ever-larger ships are expected to hit the water in the next two to three years; about 60 percent of the global ship order book is composed of vessels of 10,000 twenty-foot equivalent (TEU) container units, according to research firm Alphaliner.
Because operators of the large vessels must minimize berth times in order to justify the huge investment in them, the ships are likely to call at fewer ports, analysts said. This means more tonnage to be handled by a smaller cluster of ports already straining under the current load.
An imbalance of truck chassis, and the amount of time truckers spend picking up and returning the equipment, added significantly to the backlog, especially at Los Angeles and Long Beach. On March 1, a long-awaited chassis provisioning model began at the ports that is designed to enable the free exchange of more than 80,000 units across 12 marine terminals and a network of rail yards, container yards, and other locations in the sprawling complex.
In an ideal world, technology will be optimized at port facilities to ramp up productivity and to expedite the import loading and unloading process. But the world is not ideal. The 2002 and 2008 contracts introduced automated processes to improve productivity. However, a management source said in late February that the 2015 contract, whose details were unavailable at press time, did not include further automation advancements as part of agreed-to work rule changes. That will surely disappoint those who believe technology at West Coast ports badly lags behind that used in Asia and Europe.
"West Coast U.S. ports have become over the past decade the least productive, most prone to labor disruption, most expensive, least automated ports in the developed world," Peter Friedmann, executive director of the Agriculture Transportation Coalition, a group representing agricultural and forest products exporters, said in early January.
For all their hand wringing, importers could have fared far worse. The impasse occurred after the pre-holiday shipping season. Sensing trouble, many importers had moved their goods into U.S. commerce over the summer to ensure their availability during the holidays. In addition, most import commodities are dry goods that aren't prone to physical obsolescence. And it's not as if U.S. importers are going to shift their buying away from Asia.
As it stands, importers will likely face the inconvenience of delivery delays of six to 12 weeks while the current backlogs are cleared. This will result in lost business and higher delivery costs, but minor lasting damage.
NO RESOLUTION IN SIGHT
For U.S. exporters, though, the situation couldn't be more different. Agriculture accounts for a large share of U.S. exports to Asia. Much of that volume is made up of perishable foodstuffs. Foreign buyers have supply sources outside the U.S. and would not hesitate to use them if U.S. delivery schedules are compromised. There are no other viable ports outside the U.S. that have capacity adequate to accommodate a massive diversion of exports. Vancouver's Port of Prince Rupert—geographically the closest North American gateway to Asia—today handles about 400,000 twenty-foot equivalent units a year, according to Hackett Associates. By contrast, the Los Angeles/Long Beach port complex handles about 8 million total TEUs a year. "U.S. exporters are pretty much stuck with the ports they have," Hackett said.
Adding to the problem is the chronic lack of access to empty containers to ship Midwest agricultural exports from sparsely populated origin points to the ports via rail or truck. Containers entering U.S. commerce are typically bound for densely populated regions, and vessel operators that have a billion dollars or so invested in the equipment want them to remain there. This makes life tough for growers whose products are in parts of the country where land is abundant but consumers may not be.
For example, Minneapolis, the closest large metro area to many upper Midwest grain suppliers, has the most acute shortage of 20- and 40-foot containers out of 19 markets analyzed by infrastructure design consultancy Moffatt & Nichol from data provided by the U.S. Agriculture Department.
Walter Kemmsies, who as an economist with Moffatt & Nichol has raised concerns for several years about equipment imbalances, is not encouraged about the current trend's direction. When asked at the SMC3 annual conference in January if anything had changed, he said, "export containers are even tougher to find, and it's more expensive to procure and ship them if you can."
Kemmsies said the contract battle should serve as a wake-up call to "reset" a flawed infrastructure that has undermined export flows and, by extension, American competitiveness in world markets. The key, he said, is to fully embrace the idea of a seamless multimodal network and to bring it to fruition.
"Intermodalism is the essence of freight movement. ... It's time to resurrect the [U.S. Department of Transportation's] Office of Intermodalism and tie infrastructure investment to economic objectives again," Kemmsies said.
Logistics real estate developer Prologis today named a new chief executive, saying the company’s current president, Dan Letter, will succeed CEO and co-founder Hamid Moghadam when he steps down in about a year.
After retiring on January 1, 2026, Moghadam will continue as San Francisco-based Prologis’ executive chairman, providing strategic guidance. According to the company, Moghadam co-founded Prologis’ predecessor, AMB Property Corporation, in 1983. Under his leadership, the company grew from a startup to a global leader, with a successful IPO in 1997 and its merger with ProLogis in 2011.
Letter has been with Prologis since 2004, and before being president served as global head of capital deployment, where he had responsibility for the company’s Investment Committee, deployment pipeline management, and multi-market portfolio acquisitions and dispositions.
Irving F. “Bud” Lyons, lead independent director for Prologis’ Board of Directors, said: “We are deeply grateful for Hamid’s transformative leadership. Hamid’s 40-plus-year tenure—starting as an entrepreneurial co-founder and evolving into the CEO of a major public company—is a rare achievement in today’s corporate world. We are confident that Dan is the right leader to guide Prologis in its next chapter, and this transition underscores the strength and continuity of our leadership team.”
The New York-based industrial artificial intelligence (AI) provider Augury has raised $75 million for its process optimization tools for manufacturers, in a deal that values the company at more than $1 billion, the firm said today.
According to Augury, its goal is deliver a new generation of AI solutions that provide the accuracy and reliability manufacturers need to make AI a trusted partner in every phase of the manufacturing process.
The “series F” venture capital round was led by Lightrock, with participation from several of Augury’s existing investors; Insight Partners, Eclipse, and Qumra Capital as well as Schneider Electric Ventures and Qualcomm Ventures. In addition to securing the new funding, Augury also said it has added Elan Greenberg as Chief Operating Officer.
“Augury is at the forefront of digitalizing equipment maintenance with AI-driven solutions that enhance cost efficiency, sustainability performance, and energy savings,” Ashish (Ash) Puri, Partner at Lightrock, said in a release. “Their predictive maintenance technology, boasting 99.9% failure detection accuracy and a 5-20x ROI when deployed at scale, significantly reduces downtime and energy consumption for its blue-chip clients globally, offering a compelling value proposition.”
The money supports the firm’s approach of "Hybrid Autonomous Mobile Robotics (Hybrid AMRs)," which integrate the intelligence of "Autonomous Mobile Robots (AMRs)" with the precision and structure of "Automated Guided Vehicles (AGVs)."
According to Anscer, it supports the acceleration to Industry 4.0 by ensuring that its autonomous solutions seamlessly integrate with customers’ existing infrastructures to help transform material handling and warehouse automation.
Leading the new U.S. office will be Mark Messina, who was named this week as Anscer’s Managing Director & CEO, Americas. He has been tasked with leading the firm’s expansion by bringing its automation solutions to industries such as manufacturing, logistics, retail, food & beverage, and third-party logistics (3PL).
Supply chains continue to deal with a growing volume of returns following the holiday peak season, and 2024 was no exception. Recent survey data from product information management technology company Akeneo showed that 65% of shoppers made holiday returns this year, with most reporting that their experience played a large role in their reason for doing so.
The survey—which included information from more than 1,000 U.S. consumers gathered in January—provides insight into the main reasons consumers return products, generational differences in return and online shopping behaviors, and the steadily growing influence that sustainability has on consumers.
Among the results, 62% of consumers said that having more accurate product information upfront would reduce their likelihood of making a return, and 59% said they had made a return specifically because the online product description was misleading or inaccurate.
And when it comes to making those returns, 65% of respondents said they would prefer to return in-store, if possible, followed by 22% who said they prefer to ship products back.
“This indicates that consumers are gravitating toward the most sustainable option by reducing additional shipping,” the survey authors said in a statement announcing the findings, adding that 68% of respondents said they are aware of the environmental impact of returns, and 39% said the environmental impact factors into their decision to make a return or exchange.
The authors also said that investing in the product experience and providing reliable product data can help brands reduce returns, increase loyalty, and provide the best customer experience possible alongside profitability.
When asked what products they return the most, 60% of respondents said clothing items. Sizing issues were the number one reason for those returns (58%) followed by conflicting or lack of customer reviews (35%). In addition, 34% cited misleading product images and 29% pointed to inaccurate product information online as reasons for returning items.
More than 60% of respondents said that having more reliable information would reduce the likelihood of making a return.
“Whether customers are shopping directly from a brand website or on the hundreds of e-commerce marketplaces available today [such as Amazon, Walmart, etc.] the product experience must remain consistent, complete and accurate to instill brand trust and loyalty,” the authors said.
When you get the chance to automate your distribution center, take it.
That's exactly what leaders at interior design house
Thibaut Design did when they relocated operations from two New Jersey distribution centers (DCs) into a single facility in Charlotte, North Carolina, in 2019. Moving to an "empty shell of a building," as Thibaut's Michael Fechter describes it, was the perfect time to switch from a manual picking system to an automated one—in this case, one that would be driven by voice-directed technology.
"We were 100% paper-based picking in New Jersey," Fechter, the company's vice president of distribution and technology, explained in a
case study published by Voxware last year. "We knew there was a need for automation, and when we moved to Charlotte, we wanted to implement that technology."
Fechter cites Voxware's promise of simple and easy integration, configuration, use, and training as some of the key reasons Thibaut's leaders chose the system. Since implementing the voice technology, the company has streamlined its fulfillment process and can onboard and cross-train warehouse employees in a fraction of the time it used to take back in New Jersey.
And the results speak for themselves.
"We've seen incredible gains [from a] productivity standpoint," Fechter reports. "A 50% increase from pre-implementation to today."
THE NEED FOR SPEED
Thibaut was founded in 1886 and is the oldest operating wallpaper company in the United States, according to Fechter. The company works with a global network of designers, shipping samples of wallpaper and fabrics around the world.
For the design house's warehouse associates, picking, packing, and shipping thousands of samples every day was a cumbersome, labor-intensive process—and one that was prone to inaccuracy. With its paper-based picking system, mispicks were common—Fechter cites a 2% to 5% mispick rate—which necessitated stationing an extra associate at each pack station to check that orders were accurate before they left the facility.
All that has changed since implementing Voxware's Voice Management Suite (VMS) at the Charlotte DC. The system automates the workflow and guides associates through the picking process via a headset, using voice commands. The hands-free, eyes-free solution allows workers to focus on locating and selecting the right item, with no paper-based lists to check or written instructions to follow.
Thibaut also uses the tech provider's analytics tool, VoxPilot, to monitor work progress, check orders, and keep track of incoming work—managers can see what orders are open, what's in process, and what's completed for the day, for example. And it uses VoxTempo, the system's natural language voice recognition (NLVR) solution, to streamline training. The intuitive app whittles training time down to minutes and gets associates up and working fast—and Thibaut hitting minimum productivity targets within hours, according to Fechter.
EXPECTED RESULTS REALIZED
Key benefits of the project include a reduction in mispicks—which have dropped to zero—and the elimination of those extra quality-control measures Thibaut needed in the New Jersey DCs.
"We've gotten to the point where we don't even measure mispicks today—because there are none," Fechter said in the case study. "Having an extra person at a pack station to [check] every order before we pack [it]—that's been eliminated. Not only is the pick right the first time, but [the order] also gets packed and shipped faster than ever before."
The system has increased inventory accuracy as well. According to Fechter, it's now "well over 99.9%."