GreenRoad Sharpens Focus on Driver Safety at South Mill Mushroom Sales, a Large Mushroom and Produce Operator

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GreenRoad also improves idling time and reduces fuel consumption across fleet.

GreenRoad™, the leader in driver performance management, has sharpened the focus on driver safety at South Mill, one of the nation’s top five mushroom and produce growers and distributors. GreenRoad, initially deployed across the company’s tractor/trailer fleet, has now been expanded to all company vehicles including farm vehicles, dump trucks and administrative vehicles. The expanded use of GreenRoad has resulted in further improvements in idling time, reductions in fuel consumption and collision risk reductions.

South Mill, headquartered in Kennett Square, Pennsylvania, is a vertically integrated mushroom and produce operator serving the Eastern U.S. South Mill delivers 1.3 million pounds mushrooms, produce and third party refrigerated freight per week in 80 outbound loads. The South Mill fleet of 70 tractor and refrigerated trucks deliver around the clock to most major cities east of the Rockies, from six major distribution centers, including from its headquarters in Kennett Square.


    South Mill grows and delivers perishable products that typically have a 10 day farm-to-plate shelf life. As Mark Moran, operations manager at South Mill, said, “We need to get the produce to the consumer within a specific time window. It’s a fast-paced environment with a high percent of team drivers. Our drivers need to drive safely while operating under this time pressure.”

        South Mill began with a three-month GreenRoad trial in five trucks and has since expanded GreenRoad to all company vehicles, including farm vehicles, dump trucks and managerial and administrative automobiles.


    “Improving our safety culture was a primary motivator for us,” continued Moran. “With the GreenRoad red-light, green-light in-cab system, the drivers always know how they are doing. They know, ‘green is good’.”

    South Mill initially measured a baseline GreenRoad Safety Score of 38. After 30 days of using GreenRoad, the average Safety Score dropped substantially, and now averages around 8-9 per month. GreenRoad considers any Safety Score below 20 safe, so the improvement is significant.

    “We installed GreenRoad in the cab of one of our long-term drivers who has over 2.3 million driving miles. We were surprised to learn that he was an aggressive driver with harsh breaking and acceleration. He embraced GreenRoad and saw his Safety Score come down. He began experiencing better fuel economy and softer breaking results. This is a success and one of the reasons we rolled GreenRoad out to the broader fleet,” continued Moran.

    Moran also added, “GreenRoad makes it very easy to manage idling. We thought idling was a problem with our over-the-road delivery trucks, but we found the real idling issues were with our local fleet. The numbers don’t lie and that’s a good thing. It gives us the proof we need to work with drivers on improvements that translate to reduced idling and lower fuel costs.”


GreenRoad data is based on the GreenRoad Safety Score which is automatically calculated through the use of sophisticated in-vehicle and smartphone-based technology that captures and tabulates risky or fuel inefficient driving events; the lower the Safety Score, the safer the driver. Driving is measured across five categories: braking, acceleration, corner handling, lane handling and speeding.

The GreenRoad Safety Score is as follows:
0-20 – Green – denotes smooth, safe, fuel-efficient driving.
20-40 – Yellow – indicates that improvements are required in the individual’s driving style so that less fuel is used and the risk of damage to the vehicle is minimized.
40+ – Red – shows that the driver is burning far too much fuel and regularly engaging in risky behavior that could result in an accident.

For more information about GreenRoad please click here to contact us.


South Mill, and their growing division Kaolin Mushroom Farms, is one of the five largest mushroom growers/packers/distributors in the United States. South Mill is family owned and operated since 1945 and employs over 800 dedicated personnel. South Mill, headquartered in Kennett Square, Pennsylvania, is a vertically integrated producer, controlling all aspects from cultivation to consumer with an extensive distribution network serving the Eastern U.S.


GreenRoad is the leading driver performance management service for fleets. Using cloud and mobile technology, GreenRoad helps drivers self-improve. Companies using GreenRoad realize significant savings because better drivers use less fuel, crash less frequently and reduce vehicle emissions. The unique GreenRoad Driver Improvement Loop™ helps fleets save by immediately improving driver performance with advanced in-vehicle mobile technology and change management best practices. Proven across 70,000 drivers worldwide, in all vehicle types and industries, GreenRoad dramatically reduces fuel consumption and crashes so customers realize positive ROI within 60-90 days.
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GreenRoad™, GreenRoad Driver Improvement Loop™ and Fleet Elite™ are trademarks of GreenRoad, Inc. All other trademarks are the property of their respective owners.

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Daisy Seymour
+44 (0) 7766 666 209
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Julie McHenry
Communications Insight, LLC
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