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AmeriTruck Distribution Corp. is getting out of the refrigerated trucking business, but expects to continue its other operations, as it reorganizes under Chapter 11 of the federal bankruptcy code.

For all its tongue-twisting jargon and impressive college curricula, billions of bytes of software and lickety-split communications, when all is said and done the transportation industry is, very simply, moving boxes of stuff from here to there.

There’s a message for trucking in the recent mid-term Congressional elections.

The age of Aquarius is here for shippers and motor carriers. Unless both recognize that an effective less-than-truckload distribution system depends upon a collegial approach to problems in each segment of the distribution system, and unless both engage in a friendly and cooperative approach to developing mutually acceptable solutions, the system will deteriorate and neither side will benefit. “Sides” can no longer define the relationship and discussions carried out between shippers and carriers.

General Electric Co. is the world’s most valuable company. Its chairman, Jack Welch, is hailed as one of the most important and visionary business leaders of his time. Truckers, however, view GE in a somewhat different light — a $90 billion corporation with an attitude.

The Confederation of British Industry has called on the Labour government to cut diesel fuel taxes and increase spending on highways, two of the key demands of Britain’s trucking sector.

The International Energy Agency is forecasting that oil demand this year and next will be “lower than previously anticipated.”

Truck maker Freightliner Corp. said it will work with Microsoft Corp. to develop strategies for using the Internet. The effort will focus on developing electronic commerce — “e-commerce” — which is to enable Freightliner customers to make transactions on the World Wide Web.

The best investment for a transportation provider seeking growth and profitability could cost no more than the time required to think it through. Preparing a strategic plan is within the means of any company, large or small.