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Our Company

  • Our mission and values work together to foster partnerships and friendships, one load at a time.

    Our Mission: Everything we do is designed to simplify and improve the heavy-haul transportation industry. We do this by building easy-to-use technology that connects and empowers both shipping customers and service providers alike. We believe that by enhancing existing relationships, improving the accuracy of information, and reducing overall uncertainty, we will produce a better transportation experience for the benefit of all.

    About Us: The VT Marketplace is a fair environment where shipping customers and service providers can engage in secure online commerce. VeriTread enhances this relationship by providing a suite of innovative decision tools that empower our members to make smarter more informed transportation decisions. VeriTread's Enterprise and Pro solutions allow high volume members to harness the power of the VT platform to build, manage, and optimize their own internal transportation programs. VeriTread is backed by IronPlanet, Tap Publishing Company, and Yoder&Frey.

  • VeriTread founder Jeff Cox

    VeriTread was nine years in the making. Jeff Cox Jr., a seasoned transportation professional with a third-generation heavy equipment legacy, started an asset-based heavy-haul company in 2004. It quickly established itself as the most innovative company in heavy-haul transport. The company developed and started using its web-based freight management system to manage all their internal freight functions less than a year after it opened its doors. It then began compiling the knowledge base of equipment specifications, trade secrets, and pricing data that was to become a core asset of the VeriTread platform.

    Although it was profitable from the beginning, Jeff's company was also an unparalleled research and development effort. It was the means to realize his dream of a new era in heavy-haul transport. Jeff's family has a long legacy in the heavy equipment business, and he grew up inside one of the world's largest Komatsu distributors. Jeff has a bachelor's degree in MIS as well as a master's degree in finance, both from the University of Central Florida. He spent 10 years with Lockheed Martin, where he helped guide their overall technology vision through focused leadership and a capacity to implement cutting-edge technological solutions.

    He founded VeriTread in 2012 as an opportunity to combine his two passions – heavy-haul and high technology. "Nearly a decade ago I resigned from Lockheed Martin," he said in a recent interview, "I took my savings and purchased a Peterbilt Tri-Axle Truck and a Fontaine Lowboy Trailer. I had the technology background required to build VeriTread, but I knew that I would also need a hands-on understanding of the Heavy-Haul trucking business. It is full of industry secrets and insider knowledge and I just had to learn it one load at a time."

    Jeff has successfully operated as an asset-based carrier, a nationwide 3PL provider, and an International Freight Forwarder. He has experienced first-hand the daily challenges that shippers and transportation professionals are forced to overcome. In nearly a decade in every aspect of heavy-haul, Jeff has mastered the art of moving machinery. He has, in fact, turned it from an art to a science.

    Under Jeff's leadership, VeriTread has created strategic alliances with IronPlanet, Rock&Dirt, NextTruck, and Yoder&Frey. Linder Machinery, one of the nation's largest Komatsu distributors, served as the beta test site for VT's Enterprise Version. With its technology, experience, and industry alliances, VeriTread feels it is uniquely suited to overhaul the heavy-haul transport industry.

  • Iron Planet

    IronPlanet® is a leading online marketplace for used heavy equipment. Our sellers achieve more profitable sales through low transaction costs and better price realizations through a global audience of buyers. Our guaranteed inspection reports and exclusive IronClad Assurance® enable buyers to bid with a high degree of confidence. IronPlanet is backed by Accel Partners, Kleiner Perkins Caufield and Byers, Caterpillar, Komatsu and Volvo.

    TAP Publishing Company

    TAP Publishing Company (TAPPCO) has been an information industry leader since 1937. TAPPCO is the parent company for many well known brands; including Rock & Dirt, Rock & Dirt en Español and NextTruck Online. Known as the Marketplace, Rock & Dirt has been bringing buyers and sellers together in the construction, mining, forestry, and utility industries since 1950. NextTruck is a leading online source for new and used trucks, trailers, parts, accessories, and industry information.

    Yoder & Frey

    Yoder & Frey Auctioneers, Inc. has been serving the needs of heavy construction equipment buyers and sellers since 1964. Their mission is to efficiently liquidate equipment through auctions by providing the best value for buyers and sellers while providing outstanding customer service. They specialize in the sale of used heavy construction equipment, trucks and trailers. For 39 years, Yoder & Frey's annual Kissimmee, Florida Auction has been home to one of the world's largest annual heavy construction equipment auctions.

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