Veriha Trucking named one of TCA’s inaugural Elite Fleets

Heather Graves

Staff

March 10, 2025

MARINETTE – A certified TCA Elite Fleet distinction, Tricia Sloan – marketing and communication director for Veriha Trucking – said, has a nice ring to it.

Sloan said the Marinette-based transportation company is one of just 47 carriers in North America recently recognized by the Truckload Carriers Association (TCA) and the University of Denver as a certified TCA Elite Fleet – 2025 Best Place to Drive.

“I think it’s really exciting to be a small company within Northeast Wisconsin to make a list of this magnitude that includes all of North America,” she said. “It really highlights the good work that everybody is doing.”

According to the TCA website (truckload.org), the inaugural distinction recognizes truckload carriers across North America that provide an exceptional workplace, competitive compensation and innovative support programs for their drivers.

TCA President Jim Ward said the inaugural class of Elite Fleets “truly set the bar for excellence in our industry.”

“These 47 carriers went through a comprehensive and detailed application process, had their drivers surveyed for validation and received top scores for their combination of driver compensation, benefits, engagement, satisfaction, training, support, company equipment, safety and facilities,” he said.

Sloan said the TCA Elite Fleet certification process included a comprehensive evaluation of fleet programs, safety, driver satisfaction, turnover rates, pay, benefits and company equipment.

She said it was further validated by direct feedback from drivers through independent surveys.

“We were looking to get 20% of our fleet surveyed – which was anonymous,” she said.

Sloan said anytime people in the industry can get talking and sharing information for benchmarking is important.

“I’m hoping we get to see some of that benchmarking data afterward so we can kind of see where we have opportunities to improve,” she said. “(Evaluations like this), I think, provide an opportunity for self-reflection – for us to look through the numbers and say, ‘what was our turnover last year? What does that look like in a different year?’ As we go through this more years in a row, we’ll be benchmarking against ourselves, so that we can see where we are improving and where our opportunities for improvement are.”

The process, Sloan said, also provides an opportunity to see how Veriha compares to others within transportation.

“We know we’re doing really good things, and this helps highlight the team and the good things that they are doing, so they realize that they are part of something elite,” she said. “It’s really special to be on that list, and it makes me proud.”

Sloan said Veriha Trucking is proud to appear on the list with two other Wisconsin companies – Marten Transport, LTD. in Mondovi and Halvor Lines in Superior.

“To be able to highlight where we’re from, highlight that we’re making these lists and highlight that we are doing really good things – I feel it’s really impactful,” she said.

Attraction and retention

Being recognized as one of America’s Best, Sloan said has already sparked interest in the company.

“Funny enough, the very first week when we were announced as part of the Elite Fleet, a driver said they decided to come work for us because we were on the list,” she said.

The survey component of the application process, Sloan said, serves as another tool for retention – “because those surveys (gather) feedback directly from our drivers.”

“I think (those help them) realize that we’re trying to do all the right things for them,” she said.

Regarding talent attraction, Sloan said she hopes those positive comments will encourage more drivers to join the Veriha Trucking team.  

“I think even the more talking we have as a whole about the Elite Fleet will hopefully get more people into the industry,” she said. “There is a shortage of drivers, so I’m always continuously trying to get more people understanding about trucking and hoping that this is an industry they want to join.”

With part of the Elite Fleet certification process focused on safety, Sloan said, helps further showcase fleets that put a significant focus on safety.

“A lot of fleets are doing the right things with safety technology, with training our drivers to be incredibly safe,” she said. “For us, I think our investment in safety technology has really helped us improve fleet safety – so I think that is an area that has helped us stand out.”

Sloan said with Veriha Trucking focused on building a place where drivers want to be and a company drivers want to drive for, “it helps with our retention and being selected as an Elite Fleet.”

“Those numbers improving year over year for us truly helps us then when it comes to like some of these benchmarking data,” she said, “because all the efforts that we do to try to keep drivers here helps the retention numbers of those efforts.”

A meaningful impact

Sloan said Veriha consistently keeps its finger on the pulse regarding workforce development opportunities – something that aligns with the company’s mission: “Helping individuals build sustainable, successful careers in trucking.”

“Our long-standing relationship with the State of Wisconsin Department of Workforce Development (DWD) has allowed us to stay informed about grants that support career training,” she said.

Recently, Sloan said Veriha received a grant that will allow the company to help 13 Wisconsin residents get their Class A CDL.

When Veriha opened its driving academy in 2024 to all students interested in obtaining a CDL – not just those committed to driving for Veriha – Sloan said “it was a major step in elevating how we train the next generation of drivers.”

When this grant opportunity arose, Sloan said Veriha leadership knew it could make a meaningful impact.

“DWD does great work in helping individuals gain access to career training, and we were grateful to go through the application process and be selected,” she said.

Sloan said the grant is part of a larger initiative aimed at strengthening Wisconsin’s workforce.

“Veriha Driving Academy was awarded just under $30,000, allowing 13 Wisconsin residents to go through our Class A CDL training program,” she said. “Each qualifying student will be reimbursed $2,250 toward their tuition cost.”

The opportunity, however, Veriha Trucking Director of Safety Tim Kordula said, comes with a tight window as the grant requires that students start quickly.

“We’re following our standard application process on a first-come, first-served basis,” he said. “Eligible students must start training by mid-May to meet the grant’s deadline.”

Kordula said though the grant provides a “fantastic opportunity for Wisconsin residents looking to enter trucking,” it does require commitment.

“We want to make sure each student is serious about completing their training and earning their CDL, so our usual screening process still applies,” he said.

Unlike some grants that extend over one to two years, Sloan said this particular grant was awarded in February and closes at the end of June.

“Given that our training program is six weeks long, students must be enrolled by mid-May to complete their CDL before the grant deadline,” she said. “The timing is tight, but for those who are ready, it’s an incredible chance to step into a well-paying career with financial support.”

Sloan said Wisconsin residents who apply to the Veriha Driving Academy under the grant will follow the company’s standard tuition payment process upfront.

“Once they successfully earn their Class A CDL, Veriha will submit the required paperwork for them to receive their $2,250 reimbursement,” she said. “This structure ensures students remain invested in their training while also making it easier for them to enter a high-demand career without carrying the full financial burden.”

Just as anyone attending Veriha’s Driving School isn’t required to work for Veriha afterward, Kordula said those entering the program through the grant are also not required to join the Veriha team after completion of the program.

“It’s about building a stronger, safer trucking industry – not just filling our own seats,” he said. “We’ve been training professional drivers for decades, and we know that quality training benefits everyone – drivers, companies, and the motoring public. Of course, we’d love for graduates to stay with Veriha, but we also understand that everyone has different career goals. What matters most is that they leave our program prepared for the road ahead.”

Kordula said grant programs like the one Veriha received are important, because although the cost of Class A CDL training is far less than a college degree, “it can still be a barrier for many people.”

Tuition, he said, typically runs between $4,500 and $5,500, and beyond that, students must navigate the challenge of supporting themselves and their families for six weeks while they train.

“This grant helps remove that financial hurdle and gives individuals the chance to step into a stable career with strong earning potential,” Sloan said. “The industry needs drivers, Wisconsin needs a strong workforce, and programs like this help bridge the gap.”

Furthermore, Kordula said Veriha is not just training people to get their CDL – “we’re training them to be professional drivers who make the roads safer for everyone.”

“That’s why supporting opportunities like this is so important,” he said.

Sloan said at the heart of this program is opportunity – “the opportunity for individuals to gain a life-changing career, for the industry to welcome well-trained professionals and for our communities to benefit from a stronger workforce.”

“We’re incredibly excited to see how this grant impacts the lives of those who take advantage of it,” she said. “Whether they stay with Veriha or take their skills elsewhere, they’ll leave our program prepared, confident and ready to succeed.”

More information on Veriha Trucking and its driving school is available at veriha.com.