How to Tell Supply Chain Stories That Actually Land with Sofia Rivas Herrera

Supply chain storytelling isn't a nice-to-have skill. It's the reason deals fall apart before the demo starts.Sofia Rivas Herrera has spent years building one of the most recognizable personal brands in freight, from a full-time role in supply chain at HP, with her sister running the creative side. We recorded this conversation live at Manifest 2026.In this episode:▪ Why your freight tech pitch fails before it even starts (your sales team probably can't explain your own product)▪ The avocado supply chain from Mexico: why it's called "the green gold," how organized crime is embedded in it, and why Super Bowl season triggers a demand spike in December and January▪ Career minimalism: the Gen Z trend quietly reshaping who stays in logistics and who walks out▪ How to pass the "gardening neighbor test" for any supply chain message▪ Why blue is the most overused color in logistics branding, and what that means for companies willing to try something different▪ How Sofia and her sister built a brand from scratch after her sister told her "your branding sucks"Links & resources:Follow Sofia Rivas Herrera: https://www.linkedin.com/in/sofia-rivas-herrera/Watch this episode on YouTube -----------------------------------------THANK YOU TO OUR SPONSORS!SPI Logistics has been a Day 1 supporter of this podcast which is why we're proud to promote them in every episode. During that time, we've gotten to know the team and their agents to confidently say they are the best home for freight agents in North America for 40 years and counting. Listen to past episodes to hear why.CargoRex is the search engine for the logistics industry—connecting LSPs with the right tools, services, events, and creators to explore, discover, and evolve.Digital Dispatch maximizes and manages your #1 sales tool with a website that establishes trust and builds rock-solid relationships with your leads and customers.