Focused Transport Solutions – driven by people, not profits

Rachel Kroeger

Staff

March 23, 2026

DE PERE – With decades of combined industry experience, Ginger Burningham and Annette Cady co-founded Focused Transport Solutions (Focused Transport) in 2024 – which they said has since delivered “high-end” service to customers seeking a trusted third-party logistics (3PL) partner.

“It doesn’t matter what size they are – if they’re a smaller customer versus a bigger customer – everybody gets the same attention,” Burningham said. “It is a partnership. It’s not just a vendor relationship.”

Cady said Focused Transport manages clients’ shipments from end to end, emphasizing customer service and customized freight solutions – services she and Burningham felt were lacking when they launched the company two years ago.

“That’s why we created Focused Transport,” she said. “We wanted to be customer-driven.”

Especially in Northeast Wisconsin – where the market is “very saturated” – Burningham said they stand out as a locally based and woman-owned company.

“Every customer has been touched hundreds and hundreds of times by every single carrier here in the state, so… [that] makes us different,” she said.

Despite a crowded market, Burningham said she and Cady offer a solution to the perceived gap between service and satisfaction.

“What we have found is there are so many businesses out there who go with a provider because they need one, so they just pick one, but they’re not necessarily happy,” she said.

Untimely quote turnaround, missed or delayed shipments, as well as a general lack of communication, Burningham said, are among the top customer complaints she and Cady have heard during their time in logistics.

“We are sticklers on being detail-oriented, following up with the customer and treating them the way they should be [treated],” she said.

Prioritizing people over profits, Cady said, is her and Burningham’s primary focus.

“We’re not freight chasers,” she said. “It doesn’t matter if you ship one pallet or two pallets a month. We want to build that customer relationship.”

Points of difference

As a 3PL (third-party logistics provider), Burningham said Focused Transport does not manage its own fleet of trucks – instead building carrier relationships on behalf of its customers.

“We have the relationship with the customer, and then we have the relationship with the carriers,” she said. “So, we are going to coordinate the movement of the freight with the best carrier for the best cost.”

Not every carrier “is perfect for every lane,” which is why Burningham said Focused Transport prioritizes more than cost when considering carrier options – ensuring their cornerstone quality service is experienced from pickup to delivery.

“We build the carrier relationships, just like other 3PLs, but we like to stay in our little niche of who we use, unless a customer requests [a specific carrier],” she said.

Internally, Cady said Focused Transport has two additional full-time employees and one part-time staff member.

So, when customers call, she said a local team member will always be their “first contact.”

Though much of customer communication today is AI-driven, Cady said Focused Transport customers typically reach the same people, creating a more comfortable and consistent experience.

“They’re not chasing and being transferred to another department [or] another person,” she said.

Burningham said Focused Transport also specializes in custom freight solutions, tailoring rates and services to each customer rather than relying on a blanket approach.

“We like to specialize per the customer, really dig into their data and work with the carrier to find out what’s going to be the best discount for them on the lanes they move, according to the type of freight that they have,” she said.

Unlike other 3PLs, Burningham said she, Cady and the Focused Transport team bear the responsibility of deal discernment – making it more than just a service provider.

“Chasing updates from carriers, chasing paperwork and trying to figure out why this cost is different from their quote, those are all things we can do for them,” she said. “That’s where the trust comes in.”

Managing a company’s freight and shipping is a responsibility Burningham said Focused Transport takes seriously.

“[In order] to delegate your work so you can focus on [more pressing tasks], you need to have that trusted partner like Focused Transport to take care [of] and manage your shipping and freight,” she said.

Alleviating internal staff of freight management duties, Burningham said, not only saves companies time, but money as well.

“We can save them a lot of money,” she said. “Even at whatever provider [you] have, you don’t know what you’re spending unless you compare it to somebody else.”

Focused Transport, Burningham said, takes care of that comparison for its clients.

“We will do a free data analysis of what [services] you have right now and send you what Focused Transport can provide you,” she said. “Then we can go from there.”

Mutual growth

In the spirit of being a true value add for their customers, Burningham said Focused Transport does not utilize service contracts.

“We will never make our customers sign a contract, because I feel like that’s a scare tactic,” she said. “You’re going to join us because it’s a partnership, and you know we’re the best for you.”

Both Burningham and Cady said they “fell into,” then in love with the logistics industry – having previously gone to school for archeology and criminal justice, respectively.

Meeting through their former jobs at Superior Transport & Logistics in Green Bay, Cady and Burningham said they enjoyed its customer-specific pricing and service model.

“It was very dedicated,” Cady said. “We jumped over the moon for a customer to keep them happy.”

However, after 12 years at Superior, Burningham said she left following its acquisition by eShipping – and Cady joined her the following year.

“Slowly, things started to change, and it [just wasn’t] a good fit,” Cady said.

So, Burningham said she and Cady teamed up to reinstate the type of logistics service they enjoyed providing at Superior.

“Annette and I would like to give that back to the customers,” she said. “We’re not exactly the same – we’re doing our own thing – but we want to give those customers the attention they deserve, because there is nobody else out there like us.”

In an industry as “cutthroat” as logistics, Cady said she and Burningham continually aim above the rest by building true rapport and trust with their clients – all the while growing in step with them.

“Like Ginger said, it doesn’t matter what size you are…, we want to build that customer [relationship],” she said. “We grow right alongside them and help them every step of the way.”

For more information, visit Focused Transport’s Facebook page or head to focusedtransportsolutions.com.