By: The Packer

SFL Cos., formerly known as Service First Logistics, has undergone a comprehensive rebranding, including investing in advanced technology.

The full-service supply chain management and logistics firm is focused on technology driven freight management, according to a news release. The company has grown from its origin as a freight brokerage, founded and CEO Royce Neubauer said.

“We have to continue to evolve as a corporation, if we want to continue to compete for the long haul in this industry,” Neubauer said in the release. “We have developed a service platform that is unmatched. SFL is not just your freight broker any longer. We are creating opportunities for our customers and carriers to be more efficient, drive down internal spend, and improve the lives of their own employees.”

The company specializes in fresh produce and refrigerated goods.

Services include full truckload freight brokerage, LTL refrigerated and dry freight brokerage, technology integration applications, supply chain management analysis and freight pay, audit and claims management, according to the release.

A redesigned website,, is expected to launch in late October.

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