Having recently wrapped up its 36th season, MTV’s reality competition show “The Challenge” has made a name for itself with that unique obstacles producers have crafted for daily challenges, elimination showdowns and the final challenge. Although beverage delivery personnel might not find themselves scaling mountains, solving puzzles or eating esoteric cuisines, these frontline workers are navigating their own “challenges” in today’s delivery market.
“Direct-store-delivery is a labor-intensive delivery format, with associated labor, ergonomics, safety and efficiency challenges are top-of-mind for beverage distributors,” says Mark Koffarnus, director of major accounts at Yale Materials Handling Corp., Greenville, N.C. “On the ground, delivery personnel must navigate a variety of environments and terrain, from distribution facilities and uneven parking lots to congested convenience stores and receiving docs at retailers.