Brad Guinane joins Blue Book as President, Supply Chain Solutions

Former FreightWaves CRO to lead Blue Book’s expansion into transportation, where the company already serves more than 500 carriers, brokers, and logistics providers moving fresh food.

Chicago, IL (August 5, 2026) — Brad Guinane has joined Blue Book as President, Supply Chain Solutions, bringing more than a decade of experience working at the intersection of the supply chain, data, and technology.

Guinane joins on the heels of Blue Book’s newest product offering – Blue Book Transportation – the first subscription the company has built specifically for transportation operators in fresh food.

“Transportation is the fastest-changing corner of the fresh food supply chain, and the demands on brokers and carriers keep climbing. Brad knows this world from the brokerage floor to the data layer, and he’s going to help us deliver for these customers at a completely different level — faster data, a credential shippers trust, and tools built for the pace freight actually moves,” said Kirk Soule, CEO of Blue Book.

Prior to joining Blue Book, Brad spent more than 8 years at FreightWaves, most recently as Chief Revenue Officer, where he led the revenue organization for SONAR, the company’s freight market intelligence platform, and played an instrumental role in scaling the business.

He began his career in freight and logistics at Coyote Logistics, gaining a strong operational foundation in freight brokerage before transitioning into data and software leadership roles.

In his new role, Brad will lead sales and go-to-market strategy for Blue Book’s expansion into transportation market intelligence, building on 125 years of trust and credit intelligence across the fresh food supply chain.

Building on a transportation business already at scale

Blue Book’s presence in transportation is not new. The company established its first transportation rating system in 1973, and today more than 500 transportation companies — brokers, carriers, and 3PLs moving fresh food — rely on Blue Book to vet counterparties, source shippers, and protect their loads and their receivables.

On June 1, 2026, Blue Book launched Blue Book Transportation, the first subscription built specifically for transportation operators in fresh food. At its center is the Blue Book Transportation Certificate, the first industry-specific credential for fresh food freight: a way for brokers to level up, and a way for shippers to tell at a glance who actually knows how to move their product.

Guinane’s mandate is to accelerate that expansion — deepening the platform’s capabilities for the transportation companies Blue Book serves today, and extending the network to the brokers, carriers, and shippers who have not yet joined it.

“What drew me to Blue Book is the opportunity to apply data and technology to a problem that really matters: helping fresh food and transportation companies transact with more trust and less friction,” Guinane said. “Blue Book has spent decades building an unmatched foundation of trust in this industry, and I’m excited to help extend that same trusted network into transportation, creating more value and more confidence for every company involved in getting fresh food from farm to table.”

Brad is well regarded within the supply chain and freight industries as an experienced executive and thought leader in market data and B2B technology.

Prior to his business career, Brad was a decorated collegiate athlete, earning All-American honors in basketball, and went on to play professionally in the British Basketball League.

Brad resides in the Detroit Metro area with his wife, Grace, and their two young children.

About Blue Book

Founded in 1901, Blue Book is the go-to marketing intelligence and trading platform of the fresh food industry. Thousands of companies across the supply chain — growers, packers, shippers, wholesalers, retailers, and transportation providers — use Blue Book to find verified trading partners, assess counterparty risk, and resolve disputes.

Learn more about Blue Book Transportation at: https://www.bluebookservices.com/transportation/

Media Contact  jcartwright@bluebookservices.com | 646-920-9862