Refrigeratedtransporter 656 Gcca Strive Logo

GCCA adopts theme for 2010-2011

May 27, 2010
“Strive for Excellence” has been selected as the 2010-2011 theme for the Global Cold Chain Alliance (GCCA).

“Strive for Excellence” has been selected as the 2010-2011 theme for the Global Cold Chain Alliance (GCCA).

The theme will serve as a vision, mission, and call to action for the cold chain industry and inspire members to participate and support GCCA educational programming and training during the coming year.

“The landscape of the temperature-controlled logistics industry is changing,” said GCCA President and Chief Executive Officer Bill Hudson. “Increased customer demands, new government regulations, and rising costs have created a challenging environment where cutting corners is all too tempting.

“’Strive for Excellence’ is a call to action for members to renew their focus on best practices, safety standards, quality, and service. Excellence can and should be universal and can be achieved at every level of a company—from a forklift driver to an executive.”

The four colors in the “S” in the theme logo represent the different links in the cold chain, and the arrows represent moving forward and striving for excellence.

This theme will be reflected in many ways, including setting the direction and tone of GCCA educational programming, providing a messaging platform for communications in speeches and printed materials, and as an overall theme for meetings and events.

Since 1973, leaders of the International Association of Refrigerated Warehouses and the World Food Logistics Organization have selected a theme each year for the annual convention that reflects current industry issues at those moments in time.

For more information about GCCA, visit

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