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CommentaryTransportation

JB Hunt CEO: What 65 years of freight tells us about building for the future

By
Shelley Simpson
Shelley Simpson
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By
Shelley Simpson
Shelley Simpson
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August 10, 2026, 7:30 AM ET
Shelley Simpson is President & CEO, J.B. Hunt Transport Services. She has worked at the company for over 32 years, and has held a variety of leadership positions including Chief Commercial Officer; EVP of People and HR and Chief Marketing Officer.
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Shelley Simpson, President and CEO of JB Hunt Transport Services.courtesy of JB Hunt
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The future of freight transportation will not be built by any one mode, technology or market cycle. It will be built by companies that can keep supply chains moving through change with reliable service, disciplined decisions and the ability to connect people you trust, technology that empowers and capacity to deliver.

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That’s been the work of our team at J.B. Hunt for 65 years. There have been many changes since J.B. and Johnelle Hunt started the company, but the culture and principles that built J.B. Hunt remain the same: take good care of our people, who take good care of our customers, and that takes care of our business. 

Today marks our 65th anniversary. That milestone reflects more than longevity. It’s a testament to an enduring culture led by trusted people, resilience in navigating changing markets, and the confidence to invest through uncertainty and keep building when the next step is not always clear. 

That mindset has shaped every major chapter of our growth. Intermodal, truckload, dedicated, brokerage, last mile and our technology innovations were all practical solutions to customer problems, strengthening our network and positioning the company for what comes next.

That’s what I mean when I say J.B. Hunt is a growth company. Growth is not only more freight or more revenue. It’s the ability to reimagine what’s possible for our people, our customers and the industry.

Scale must drive outcomes

In transportation, scale only matters if it creates value for customers. A larger fleet, a broader network or a stronger platform must translate into execution that helps their businesses run better.

Our work has to stay focused on practical improvement and disciplined growth. Capacity should be easier to access. Information should help people make better decisions. Technology should reduce friction in the work, bringing customers closer to the people who serve them.

For us, that means using scale to strengthen the parts of the network customers value most: improving service, identifying inefficiencies, creating better visibility and helping our people deliver solutions with more speed and consistency.

Technology is part of that work, but it’s not the goal itself. AI, automation and other tools have to be applied with purpose, tested in real-world conditions and proven through the work that gets done. 

Our work with UP.Labs reflects that mindset. We are co-designing and launching technology startups, bringing J.B. Hunt’s scale and freight expertise to problems that matter across the industry. 

Overroute™, the first startup launched through the initiative, shows how that model is moving from concept to market. Built around real freight workflows, it applies AI to surface exceptions, support coordination and help teams respond more consistently as conditions change. Another startup is expected to launch soon, with two additional concepts currently in development.

That work is part of a broader effort to apply AI and automation across J.B. Hunt to specific parts of the freight lifecycle, including planning, capacity matching, shipment monitoring, billing, cargo protection and safety. These capabilities help our people identify issues earlier, recognize patterns across large amounts of information and focus more time on the decisions and relationships that shape the customer experience.

That is where technology becomes a force multiplier. Not as a separate strategy, but as part of how the work gets done.

Speed without compromise

Speed matters in freight. Our customers and our industry are dynamic and constantly changing. Customers need quick, flexible solutions that fit their business. The industry needs to move with urgency and invest in innovative ways to do that well. 

We can move faster without losing what matters most. Integrity, respect, safety, innovation and excellence, our core values, are not tradeoffs. They are the foundation of our culture, business and relationships. Our safety culture is one of J.B. Hunt’s strongest differentiators. It’s evident in the decisions our people make every day and the trust customers place in us to move their freight with care, consistency and accountability.

Transportation is ultimately about service, and customers count on experienced people who understand their freight and can adapt when conditions change. The right kind of progress makes supply chains more dependable, our teams more effective and our customers more confident in the outcomes we deliver.

That’s why I believe the companies that lead the next era of freight will be the ones that move with purpose, stay close to customers and keep building the capabilities that make service better and safer over time.

After several challenging years, the freight market is beginning to change. Capacity is tightening, and customers are looking for providers who can help them build more flexibility and confidence into their supply chains.

Our recent results reflect the position J.B. Hunt is in today, shaped by disciplined decisions, focused execution and steady preparation for what comes next. In our recently reported second quarter, revenue increased 19% and operating income increased 32% year over year, driven by growth across the business as we continued to leverage investments in our people, technology and capacity to strengthen how our teams serve customers and scale the impact of their work.

After 65 years, I am proud of the company our people have built. I am even more confident in what we are building now: a stronger J.B. Hunt and a more efficient transportation network for the customers and communities who rely on us every day.

The opinions expressed in Fortune.com commentary pieces are solely the views of their authors and do not necessarily reflect the opinions and beliefs of Fortune.

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