Unlock the Power of 100: How Suppliers Drive Success in Alberta’s Commercial Transportation Industry
Doug Walton
Sr. Advisor, Member Solutions
Josh Hannaberry
Sr. Advisor, Strategic Partnerships
Alberta Motor Transport Association (AMTA)
At the Alberta Motor Transport Association (AMTA), we understand that there are several factors that ultimately impact the success of commercial carriers, and their ability to operate safely in Alberta’s commercial transportation industry. While not all factors are within their control, many are, including the need to work with trusted supplier companies to support their operations.
From our smallest micro fleets to our largest national carriers, every company depends on suppliers who deliver critical products and services that help them operate and ultimately support their success. We know that strong supplier relationships are not just transactions, they are strategic partnerships that keep businesses resilient in an ever-changing industry.
This is why AMTA proudly offers our supplier memberships, to help bridge the gap between the needs of commercial carriers, and the critical services and products that are offered by trusted supplier companies. Together, we are building an industry where every fleet—no matter its size—has access to the support, innovation, and trusted services it needs to thrive.
Small and Micro Employers – The Majority of Alberta Commercial Carriers
Having strong supplier relationships in place is a key aspect of a commercial transportation company’s success. Suppliers are organizations that provide services or products directly to commercial carriers to support specific needs of their business. Also, suppliers can be commercial carriers themselves, if they operate commercial vehicles to conduct business.
There are thousands of supplier companies operating in Alberta and across Canada. The types of services offered largely vary.
In Alberta, there are approximately 19,500 registered commercial carriers, operating solely in the province, or across Canada and into the United States.
At the time of publication, there are more than 13,000 commercial carriers with 10 or fewer commercial vehicles.
So what does this mean? There are more than 13,000 registered small and micro employers operating in the commercial transportation industry in Alberta. The Canadian Centre for Occupational Health and Safety defines a small employer as an organization with fewer than 100 employees while a micro business has less than 10 employees.
It’s important to understand the variation of fleet sizes in the transportation industry when we explore the types of suppliers’ services required. It can be argued that the larger the carrier, the greater the capacity and financial capabilities they must hire internally versus looking externally for specific services. Small businesses in transportation rely heavily on external suppliers that provide key services to support their organizations.
A Review of the Suppliers Impact on a Trucking Company’s Business
While there are thousands of suppliers providing services in the transportation industry, they can be put into segments of service. When categorized, there are approximately 100 segmented types of services that a carrier needs to successfully operate. Here at AMTA, we like to call this the Power of 100.
In formulating the Power of 100 we considered what it would take for a carrier to operate locally, regionally, and long haul. For example, when a company looks to purchase a commercial vehicle, they would visit a dealership. Before that, they may need a lease or loan which requires working with a bank or financial service.
Then you need to consider insurance, registration, paint, CVIP, decals, cargo securement tools, and more.
To meet legal requirements for preventive maintenance, carriers require a heavy-duty mechanic. They would need to buy parts that would potentially need to be shipped to the mechanic for repairs to be made. A system would be used to track the repairs, and the paper or electronic copy would be emailed to the carrier for their records. For these processes to happen, other suppliers are required.
Next, the commercial transportation company decides they would like to expand their business and park all their tractor-trailers at one location. They are busy running their company, so they rely on the expertise of a commercial real estate agent to find the right office building and yard that allows commercial operations and their needs. This requires additional insurance, utilities, internet, and other key services provided by, you guessed it, more suppliers.
Journey management is an important process for commercial transportation companies and requires suppliers that provide fuel, food, and other necessities while drivers are on the road. Additionally, there are suppliers available to support if something happens on the roadside (an example of this could be a mobile tire technician).
It’s critical for trucking companies to not only understand the different suppliers available to provide services & products, it’s also important to understand how each supplier impacts their company’s bottom line and what can be done to mitigate this impact.
Let’s Talk Fuel
Fuel is one of the largest operating expenses in commercial transportation, often accounting for 30–40% of total costs. A strong partner can offer discount programs, bulk pricing, and even price stability through supplier agreements—giving you a competitive edge. But price alone isn’t enough. And we’re just scratching the surface.
As a carrier, you need to evaluate your routes and determine which provider has a fueling network that aligns with your operating lanes. A well-placed network reduces off-route or “empty” miles, cuts downtime, minimizes wear and tear, lowers driver wage expenses, and improves on-time performance.
You also need to consider what amenities and services are available at each site. Is bulk diesel exhaust fluid (DEF) available? Over-the-counter DEF can cost significantly more. Are there showers for drivers? 24/7 access? Safe, secure parking? These features not only boost driver satisfaction but also contribute to smoother, more efficient operations.
Then there’s the administrative side of managing your fuel program—and how the right provider can lighten that load. Reporting tools, fraud detection, and streamlined account management really matter—especially for smaller carriers without a full back office.
One minute you're dispatching trucks, the next you're auditing fuel receipts. Just as you switch to your Office Administrator hat, the phone rings—it’s a customer asking for an update. Off goes that hat, and on goes your Customer Service Rep cap. Meanwhile, without the right systems in place, a driver could be siphoning off hundreds or even thousands of dollars in fuel—and it might go unnoticed for far too long.
Every hat you wear matters; choosing the right fuel provider isn’t just about saving money—it’s about optimizing your entire operation. As my colleague mentioned earlier in this article, “there are approximately 100 segmented types of services that a trucking company needs to successfully operate on our roadways”.
With fuel being your number one expense, combined with the strictest payment terms among all suppliers, finding the right supplier partner can support sustainability in an industry that comes with surprises around every corner.
Partnering for Progress: How Suppliers Grow Influence and Innovation with AMTA
AMTA is more than just the voice of Alberta’s commercial transportation industry—it’s a strategic platform for suppliers looking to connect with industry leaders, expand their market reach, and deliver innovative solutions to a rapidly evolving sector.
As a supplier member, you gain access to a powerful network of fleet operators, logistics managers, safety professionals, carriers, and decision-makers across the province. Through AMTA’s events, digital channels, and communication platforms, suppliers can showcase their offerings directly to those who need them most.
AMTA acts as a key connector between suppliers and transportation professionals. With access to:
· Member directories
· Industry trade shows
· Educational and networking events
· AMTA Annual Conference
Through these exclusive opportunities, supplier members strengthen industry relationships, showcase their latest innovations, and establish a solid foundation for long-term, sustainable business growth.
Elite Supplier Membership: Shaping the Industry
In April 2025, AMTA introduced an exciting new benefit for its 18,000+ carrier members—exclusive member deals in partnership with our supplier members. Participating suppliers can offer special pricing and value-added services to both Associate and Carrier Members of the AMTA. This initiative not only adds value for members; it helps suppliers boost visibility, generate loyalty, and increase sales. AMTA supports participating suppliers by promoting these offers through its established communication channels.
Suppliers looking to take their involvement to the next level can join AMTA’s Elite Supplier Membership. This premium tier offers exclusive access to AMTA’s Compliance and Regulatory Affairs (CRA) meetings, where suppliers collaborate directly with Carrier Members on policy development, regulatory priorities, and industry advocacy. It’s a powerful opportunity to influence meaningful change, stay ahead of evolving regulations, and be recognized as a trusted voice in Alberta’s transportation sector.
Elite Supplier Members also receive valuable benefits, including:
· One delegate pass to AMTA’s Annual Conference
· Discounted rates on additional AMTA events and sponsorships
· Speaking opportunities at select industry events
· Expanded advertising and promotional features, and more
This membership tier is ideal for suppliers who want to lead, not just participate, and who see long-term value in shaping the future of the commercial transportation industry alongside Alberta’s top carriers. An Elite Supplier Membership Overview can be found here.
Join AMTA: Expand Your Reach, Drive Innovation, and Shape Alberta’s Transportation Future
By aligning with AMTA, suppliers can do more than just advertise—they can become part of a collaborative, forward-thinking community committed to moving Alberta’s transportation industry forward. From expanding market share to driving innovation and building influence, AMTA provides the platform for suppliers to grow their impact in Alberta’s commercial transport sector.
Partnering with AMTA offers suppliers far more than visibility—it provides direct access to a thriving, engaged transportation community. From targeted networking opportunities and exclusive member discount programs to high-impact advertising and participation in regulatory discussions, AMTA equips suppliers with the tools to connect, grow, and lead.
Whether you’re launching a new product, expanding your market reach, or looking to shape the future of Alberta’s transportation industry, AMTA is your gateway to meaningful relationships and long-term success. Become an AMTA Supplier Member and take your place at the heart of Alberta’s commercial transportation network.
To learn more about AMTA and how the member services team is supporting the transportation industry, click here. If you are interested in getting involved, or discussing AMTA further, please email memberservices@amta.ca
Learn more about AMTA’s current supplier members and how they can assist your organization here.