Dale Howard is the Regional Manager of Safety for Pilot Flying J Canada and became interested in the private fleet industry because of Pilot Flying J’s model of hauling. “We haul our own products to our own stores, we support the stores with our private fleet, and that’s what got me interested in becoming a member of PMTC,” he said.
His career began in 1978 with a commercial driver’s license, and he worked several jobs in various sectors. He later joined the Alberta Sheriff’s Department, where he spent 23 years, including seven years in commercial vehicle enforcement. After retiring, he found his way to the Alberta Motor Transport Association, in which he was very active. Then, Mark Taylor from Pilot Flying J recruited him. His only regret is not working for Pilot Flying J earlier. “I wish I had found this job 14 years ago when I retired. I would work here for free.”
At Pilot Flying J, he is responsible for the transportation fleet across Canada. “I cover our fleets from Vancouver, BC, to Lancaster, Ontario,” he said. Managing the fleet involves paying top dollar to attract top drivers, resulting in minimal turnover. As a company, they are ‘safety top-down’ with lots of buy-in from the top. “Our CEO said the only reason we’ll stop hauling our own fuel is when we can’t do it safely. He’s the same guy that will call you out for not using the handrails at head office, so he makes my job very easy when it comes to safety enforcement,” he explained.
Safety and compliance are prioritized through high standards and rewarding good behaviour. Pilot Flying J is a member of the ‘Partners in Compliance’ program in Alberta, maintaining an ‘Excellent NSC Rating.’ “We have field-level observations that we complete on every driver at least twice a year, and they’re rewarded with points on a passed FLO that can be redeemed through our corporate store for gift cards, company swag, and more,” he said. The company also offers a quarterly safety bonus, implements the Smith System Driver Training, and maintains a certificate of recognition for WCB in Alberta.
Innovative technologies such as Samsara ELDs and driver safety features like driver-facing cameras and forward-facing cameras enhance efficiency and performance. The company also has a strict no-cell phone policy. Investments in high-quality trucks and safety features have proven beneficial, including in severe accidents where collision mitigation technology plays a crucial role.
The leadership style at Pilot Flying J emphasizes putting people first. “The ‘P’ in Pilot stands for people. Without our people, we don’t exist. We really do try and put our people first,” he said. Drivers are empowered to prioritize safety over delivery schedules. “When the weather is sideways, our drivers have full authority to sit down and wait it out,” he explained. “There’s no load of fuel that is so important to risk a life.”
Staying informed about industry trends is achieved through connections with the PMTC, Alberta Motor Transport Association, and involvement with CVSA. “The PMTC is truly a great resource for keeping us informed,” he said.
The company fosters a positive culture and driver satisfaction through anonymous surveys and a genuine open-door policy. “The open-door policy is actively practiced. “When I’m up at the head office, my door is open, and drivers always pop in,” he noted.
Looking ahead, the goal is to expand the footprint and open new travel centers while maintaining a focus on taking great care of employees. “We’re always looking for growth. We’ve got awesome drivers. We’ve got great support. And we just want to continue to look after our people,” he concluded.
