Cold Chain Logistics in Agri-Business: How Colby Varley Keeps It Fresh and Profitable
- Gabriel Flores
- Jun 6
- 3 min read
Raised in Salinas, California—famously known as the “Salad Bowl of the World”—Colby Varley’s path into agri-business and cold chain logistics was practically rooted in the soil.
With a degree in agricultural business from Fresno State and a Class A commercial driver’s license since 2010, Colby began his career behind the wheel.
Today, he's the Vice President and Co-Owner of Advanced Transportation Services, Inc. (ATS), a 40-year-old trucking brokerage laser-focused on one thing: refrigerated produce shipping.
Why Cold Chain Logistics Matters in Agri-Business
Cold chain logistics in agri-business isn’t just a supply chain—it’s a lifeline.
From lettuce and leafy greens to high-value blueberries, Colby and his team at ATS ensure that perishable food moves safely and swiftly across the country while maintaining strict temperature controls.
It’s a system built on timing, trust, and temperature.
“When you’re moving a $250,000 load of berries, the margin for error is zero,” says Colby. “That’s where we deliver value.”
How Cold Chain Logistics Actually Works
Here’s a peek into the cold chain process ATS has mastered:
Fresh produce is harvested and pre-cooled in California’s Central Coast
ATS dispatches 53-foot refrigerated trucks with real-time monitoring
Drivers are tracked to ensure temperature compliance and timely delivery
Loads arrive at retailers—often Walmart or national grocers—within 72 hours
Team drivers are used for ultra-sensitive cargo to reduce transit times by over 24 hours
Why ATS Specializes in Perishable Freight
Unlike other freight brokers juggling multiple product categories, ATS stays in its lane—specializing in fragile, time-sensitive food shipments. This niche approach has helped them develop deep industry expertise and build strong relationships with growers, wholesalers, and retailers alike.
“We’re not the cheapest, and we’re not trying to be,” Colby explains. “We focus on doing the job right.”
Service is the Differentiator in Cold Chain Logistics
Colby built his book of business the hard way—cold calling, trade shows, knocking on doors—but retention is what drives growth.
ATS stands out by offering:
24/7 customer support
Real-time tracking and proactive communication
Full accountability for every load
“It’s not about avoiding mistakes,” Colby says. “It’s about owning them when they happen.”
The Economics Behind Perishable Freight
Cold chain logistics in agri-business operates in a price-sensitive market. Still, Colby emphasizes sustainability over low-bid contracts. He’s seen carriers underbid and then go out of business mid-load.
ATS walks away from deals that would compromise service or profitability. “If you don’t know your costs, you’ll pay for it later,” Colby warns.
That’s why he stresses having a strong grasp of financials—knowing your runway, burn rate, and break-even point.
Carrying a 40-Year Legacy Into the Future
Founded in 1984, ATS has served the fresh produce industry for four decades. Colby joined the company in 2017, working his way up from dispatch to sales to executive leadership. Now, as a co-owner, he’s focused on innovation and strategic partnerships to grow the business while honoring its legacy.
“We’re not chasing every load. We’re building relationships that scale.”
Advice for Entrepreneurs in Logistics and Agri-Business
Colby’s Top 5 Takeaways for Aspiring Founders:
Delegate what doesn’t make you money
Build a trusted back office team (accountant, banker, lawyer)
Audit expenses regularly
Know your financial runway
And most of all: prioritize service
“Anyone can offer freight. Not everyone can offer peace of mind.”
Ready to Work with ATS?
Interested in exploring cold chain logistics solutions for your agri-business?
Visit ATS at https://advancedtransportationservices.com/
Connect with Colby on LinkedIn
Whether you're a grower, shipper, or logistics partner—Colby is always open to collaborating.
Listen to Colby’s Full Interview
In Episode 208 of The Shades of Entrepreneurship™, Colby breaks down:
His climb from truck driver to co-owner
The science of perishable food transport
Cold chain innovations and financial strategy
How to build a business with grit and service
