In the Heroux family, logistics isn’t just business—it’s tradition. For generations, the family has been rooted in transportation, and Matthew Heroux has carried that legacy forward as chief executive officer of Fresh Freight LLC. His approach, however, isn’t one of maintaining the status quo. Instead, Heroux has redefined what it means to lead in an industry known for tight margins and intense competition by focusing on high-touch service, accountability and culture-driven performance.
Heroux’s ascent to leadership wasn’t accidental. Having grown up in a business-minded family, he developed an early understanding of operations and strategy. That insight matured into a passion for building resilient systems, and he’s spent the last decade developing Fresh Freight into one of the most respected freight brokers in the produce sector. Over the past three years, despite industry disruptions, the company has experienced consistent year-over-year growth, thanks to a clear commitment to reliability and relationship-driven execution.
He understands that transportation is undergoing a profound transformation. New technologies, workforce expectations and regulatory shifts are reshaping how business is done. Rather than resisting change, Heroux embraces it. He believes the future of work in his industry depends on automation, adaptability and leadership. That’s why he has invested in building an organization that is agile, well-trained and future-ready. By emphasizing cross-functional development and technological integration, he ensures Fresh Freight remains ahead of the curve.
What distinguishes Heroux isn’t just his operational skill—it’s his mindset. He credits his passion for growth and progress to a daily commitment to self-improvement. Whether in the gym, on the road or in strategy sessions, he’s constantly sharpening his focus. That discipline spills over into the workplace, where he motivates his team through accountability and example. It’s not about loud leadership for him—it’s about showing up with consistency and clarity.
His accomplishments are numerous, ranging from doubling the company’s volume during pandemic-era challenges to launching high-impact customer service programs. But when asked what achievement matters most, Heroux points to culture. He takes the most pride in building a team that believes in each other, supports one another and brings intensity to their work every day. That internal foundation has enabled Fresh Freight to thrive in one of the most demanding sectors in transportation.
Heroux envisions continued diversification and deeper integration with the agricultural industry in the years ahead. Fresh Freight is positioning itself not just as a service provider but as a strategic partner, helping customers streamline their operations through transparent communication and value-added insights.
A Titan 100 Honoree, Heroux has earned his place among industry leaders by redefining what it means to lead from the inside out. He doesn’t chase recognition—he builds it through results. In a space where pressure is constant and expectations are high, Heroux remains steady, focused and driven. His leadership is not just moving freight—it’s moving the entire conversation about what great leadership looks like in logistics.
