Shipper’s Choice Awards 2025

The annual Shipper’s Choice Awards measure how well carriers perform against our Benchmarks of Excellence. In our annual survey, the scores are established by shippers, 3PL service providers and freight forwarders from across Canada.

These transportation buyers rate each of their top three carriers on a five-point scale against six key performance indicators, and use another five-point scale to rate the importance of the key performance indicators themselves. The weighted rankings are determined by multiplying the two numbers together.

These weighted rankings are then compared to the Benchmarks of Excellence, which represent averages of the weighted scores for each category’s key performance indicators.

Twenty-six carriers met or exceeded the benchmarks established for the 2025 awards. Four companies earned the coveted Carrier of Choice designations because they have scored above the benchmarks for at least five years in a row.

Who answered the survey?

TL winners

The TL mode has historically been the toughest for carriers to score above the Benchmark of Excellence. The TL mode had the highest benchmarks in four of the six KPIs tracked by this year’s Shipper’s Choice survey: on-time performance, competitive pricing, customer service and leadership in problem solving. Six TL carriers surpassed the Benchmark of Excellence this year.

LTL winners

Managing so many different shipments, sharing space on one trailer and touchpoints between terminals makes the LTL business complicated. The demands from buyers of LTL services are high and carriers have to navigate a tightrope between providing excellent customer service while keeping prices competitive.

This year’s survey found LTL carriers had the second highest benchmark for on-time performance, competitive pricing, customer service and leadership in problem solving. Seven LTL carriers surpassed the Benchmark of Excellence.

Ocean winners

Buyers of ocean freight services have traditionally been very price sensitive and this year’s Shipper’s Choice survey found little difference. Competitive pricing had the second highest benchmark among the ocean carrier KPIs, with on-time performance edging it out for top spot. Five ocean carriers surpassed the Benchmark of Excellence this year.

Air freight winners

Outside of trucking, air carriers have the highest overall Benchmark of Excellence this year. Buyers of air freight services have high expectations when it comes to on-time performance, quality of equipment and operations and customer service, setting high individual benchmarks in the air category this year. Three air freight carriers surpassed the Benchmark of Excellence this year.

Rail winners

Rail freight service buyers place an emphasis on competitive pricing, with it being the highest level of importance in the survey. Buyers also looked for on-time performance. Three rail companies made the benchmark this year.

Courier winners

Buyers of courier services have high expectations when it comes to on-time performance, so it’s no surprise this area had the highest benchmark for the mode. Buyers also look for competitive pricing and information technology. Three courier companies made the benchmark this year.

Carriers of Choice

Carriers are presented with this prestigious award if they have demonstrated the consistency necessary to attain the highest levels of service by surpassing the industry Benchmarks of Excellence for a minimum of five consecutive years. This is a particularly difficult task. Aside from having to maintain consistent excellence in their operations, carriers have to meet a standard that rises every year, while also responding to changing priorities. To remain part of this exclusive fraternity, carriers must requalify each year.

Polaris

Cardinal Courier

Air France KLM Martinair Cargo

CN