Advancing Digital Transformation in Transportation | Groupe Morneau x InnovLOG
As part of the LTI³ program, led by the Institut d’innovation en logistique du Québec (InnovLOG), Groupe Morneau — represented by Frédéric Ruel, Chief Operating Officer at Morneau Borea — shares our vision on pallet traceability and the critical role of data in road transportation.
For over 83 years, our mission has been to keep the economy of Eastern Canada moving by delivering transport, logistics, and refrigerated warehousing solutions. Today, data lies at the heart of that mission.
Why Traceability Matters
Traceability is no longer a luxury — it’s an operational necessity. We need to know the real-time location of our pallets and shipments — whether they’re in the warehouse, with a partner, on the road, or at the delivery point.
«It allows us to know the status of each shipment in real time. We can optimize our internal processes as a carrier, and also improve the experience for our drivers and consignee partners. »
This level of visibility empowers us to plan better, prevent service disruptions, and meet growing customer expectations for precision and predictability — expectations shaped by their daily digital experiences, now extending into industrial logistics.
Our Vision for Ideal Traceability
In an ideal world, information about every pallet would flow seamlessly across all systems involved — ours, our customers’, and our partners’. This interoperability gives us:
Real-time visibility of shipment status
Improved asset and workforce management
Smarter, data-driven continuous improvement
Greater trust between all stakeholders
Tangible Gains Through Digitization
By digitizing the supply chain, we are seeing measurable business benefits:
Significant reduction in customer service calls, thanks to self-service platforms where clients can enter a tracking number and receive real-time updates
Better planning and fewer penalties due to delivery delays
More proactive exception management
Greater transparency and trust, by evaluating every shipment in real time
Key Challenges: Interconnectivity and Data Quality
One of the main challenges remains seamless communication between all parties involved. Without proper interconnectivity, visibility ends at system boundaries. In today’s world, we move not only goods, but data — and the quality of that data at the point of entry is critical.
" « At Groupe Morneau, we move your data »"
Our Traceability Technology Ecosystem
To ensure end-to-end traceability, we’ve built a complementary digital ecosystem using the following key tools:
TMS – Truckmate by Trumble: the backbone of our operational system
Telematics – Isaac: continuously tracks the location and status of each piece of equipment
TM4 Web: our customer-facing traceability portal providing self-service shipment insights
Digital pickup capture: records data at each touchpoint to ensure accuracy and consistency
This digital portfolio, co-developed with our customers, enables full traceability and builds greater trust in our service quality.
Support and Transitioning to Digital
We understand that digital transformation can feel daunting for many carriers. That’s why programs like LTI³, supported by InnovLOG, offer funding and expert guidance to support the transition. These initiatives help companies ready to take the leap with both financial and strategic support for adopting digital best practices.
Key Success Factors for a Smooth Transition
Start by establishing shared data standards with clients and partners
Choose interoperable and modular tools (TMS, telematics, client portals)
Automate event capture to reduce human error
Train teams and engage partners early in the process
Measure results (e.g., fewer service calls, avoided penalties, better planning) and adapt continuously
Conclusion: Accelerating the Digital Shift
Traceability is no longer optional — it’s a competitive advantage.
By improving data quality and system interconnectivity, we boost productivity, cut costs, and strengthen customer confidence.
We encourage all carriers to embrace the digital shift — and with the support of programs like LTI³, this transformation is more accessible than ever.
To learn more about our solutions and approach, visit InnovLOG’s resources and explore how the LTI³ program can support your company’s digital journey.