Primo Board Advisor Becomes CEO, Ready to Rewrite 3PL Standards


Since joining third-party logistics company, LFS, as an advisor and investor, Justin Hall has worked to rebrand the company as Primo. This rebranding became official in May.

Primo also launched its new brand website in May. FreightWaves’ The Future of Supply Chain event will be Primo’s first event under its new name. Hall hopes to take this opportunity to introduce the company and himself to many industry players. He will also speak on various upcoming podcasts and in a fireside chat at the event.

Primo is a freight and logistics solutions company that offers a ‘human first’ model, in addition to its proprietary freight management portal. The platform integrates with its customers’ systems via an application programming interface and electronic data interchange (EDI) connections… but is committed to always having its “Primos” on call to serve customers. the old-fashioned way, by phone, live chat and email. Primo is a Miami-based Logistics Freight Solutions dba, founded by Andres Lopera in 2010. Although its home offices are in Colombia, the company is primarily focused on North America.

Hall has held numerous leadership positions in the industry, including Chief Client Officer of Yellow and President of Logistics Planning Services and LP Projects International, a company started by his father and now owned by GlobalTranz. Hall is also an advisor to 8VC and the Lean Solutions Group and is the founding partner of Cardiff Equity. He sits on various non-profit boards, including the Hall Foundation, Change Starts with Me, and the M-Health Fairview Hospitals Philanthropic Board.

After venturing into investing, he found his way back into operations post-pandemic taking the reins at Lopera as CEO and Chairman of LFS.

Hall, a 20-year veteran in the supply chain and logistics industry, says the logistics industry has seen tremendous change since the start of his career.

“Logistics have never been so complex. Shippers are being asked to do more with much less. These days you have shippers managing massive transportation budgets and all the decisions that are made around warehousing, inventory and order management,” said Hall, who has built several successful freight management companies. freight and logistics technology over the years. “Outsourcing is as relevant, if not more relevant, now more than ever…there will be no death for 3PL as predicted.”

Hall also thinks many of those in the industry are “territorial” and not enough emphasis is placed on collaboration and customer relationships, and added that he will partner with his biggest competitors if it is better for the sender-customer.

“People want to talk about freight optimization, but I don’t see many companies actually doing it.” he said. “There are those working towards fully managed fulfillment centers and things of that nature with intense collaboration, but overall I think the relationships are still way too transactional. No one takes the time to really commit to being strategic and then holding themselves accountable.

This mindset has led Hall to make Primo an industry leader in customer experience and employee satisfaction.

Hall, a graduate of the University of St. Thomas in Minnesota, saw a strong desire in the industry for more personalized solutions. Primo is committed to providing these solutions, rejecting the “one size fits all” rhetoric preached by many companies. Primo is positioned as a one-stop shop capable of managing all modes of transport and all geographies.

“When it comes to team, technology and transportation, I want to have menu-like integration of everyone we do business with, meaning anyone from freight forwarders to retailers.” said Hall. “We’ll do business with anyone if it’s the right thing to do.”

Through strategic partners such as Lean Solutions Group and 8VC, Hall is confident that Primo can meet the needs of its customers at scale. And he thinks it starts internally.

“Companies that protect and retain their employees tend to have the strongest customer retention,” Hall said. “I use the saying ‘We care about stakeholders first, not shareholders.’ Everything we do is to try to improve the lives of our customers and our employees.

Primo, which means “cousin” in Spanish, is representative of the company’s four core values: humility, passion, diversity and tenacity.

“Our Colombian origin is the driving force behind our values ​​and the way we do our work. Family orientation is our raison d’être,” Hall said. “Primo is like your cool cousin. We’re all about good vibes – without pretension or arrogance. Our Core Values ​​truly embody how we operate.

Among these characteristics, Hall believes transparency is key to standing out in today’s tough marketplace.

“We are radically transparent about everything. It’s an imperfect market, so assuming everything is perfect and capacity is abundantly available is a joke,” Hall said. “Customers crave not only transparency around freight visibility, but transparency about what’s happening in the market, even my margins. Too many companies try to hide the warts.

According to Hall, Primo’s future is to help customers move logistics from a “pure center of expense to a center of profit.”

“I want to see a day come where more and more shippers, carriers and freight forwarders turn to a company like Primo to help them build a brokerage in a box for them. Rather than the classic relationship between broker and 3PL that has been around for 30 years, I want to change the game,” Hall said. “I think the future will teach them what we do and help them do it themselves.”

A public relations campaign will take place this summer to launch the new brand, he added.

“I’m really excited for what’s to come and for everyone to meet Primo – your new favorite cousin,” Hall said.

To learn more about Primo, visit their new website.

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