From Broken Promises to Full Good – w/ Caitlin Wilson | Ep 64
In this powerful episode of the Logistics & Leadership Podcast, Justin Maines sits down with Caitlin Wilson—CEO of Full Good Fulfillment—to unpack how she’s quietly disrupting the 3PL industry from the inside out.
Drawing on her roots in a fifth-generation farming family and years of supply chain experience, Caitlin reveals the behind-the-scenes chaos that sparked Full Good’s launch—from missing inventory and shady invoices to broken promises from big-name fulfillment centers. She shares the battle-tested systems she built to give food and beverage brands true transparency, traceability, and operational peace of mind.
Whether you’re a CPG founder tired of flying blind, or a supply chain partner looking to raise your standards, this episode is packed with hard-earned wisdom, client war stories, and tactical insights on how to scale your ops without losing your sanity.
The Logistics & Leadership Podcast, powered by Veritas Logistics, redefines logistics and personal growth. Hosted by industry veterans and supply chain leaders Brian Hastings and Justin Maines, it shares their journey from humble beginnings to a $50 million company. Discover invaluable lessons in logistics, mental toughness, and embracing the entrepreneurial spirit. The show delves into personal and professional development, routine, and the power of betting on oneself. From inspiring stories to practical insights, this podcast is a must for aspiring entrepreneurs, logistics professionals, and anyone seeking to push limits and achieve success.
Timestamps:
(00:02) – Growing Up in Produce & Logistics
(02:30) – Founding Full Good After a “Fulfillment Meltdown”
(06:15) – The Transparency Gap in 3PLs
(11:04) – Building a New Standard for Food & Beverage Fulfillment
(16:40) – The Case for Operational Partners (Not Vendors)
(22:12) – When to Bring in a 3PL: The Sweet Spot
(29:10) – How Full Good Serves 50+ Brands With Intentionality
(35:45) – Why She Won’t Compete on Price
(42:10) – Creating a Culture That Serves Brands and Drivers
(48:00) – Tech-Driven Traceability (And Why It Matters More Than Ever)
Connect with Caitlin Wilson:
LinkedIn: https://www.linkedin.com/in/caitlinantlewilson
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