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Every day we see hundreds of big trucks on the road going in opposite directions. You just know that many of them are hauling the same cargo - one hauling it out of an area, and another hauling it into the same area. (In my area, every time I see a truck load of coal heading north passing another headed south, I always think that it is just insane...)
What if there was a service that would connect the person that was just getting ready to load a truck with apples to ship 300 miles down the road with the person 50 miles away that was ready to order a truckload of apples from 300 miles away? I know at first glance it looks like the truckers would loose, but I truly think that there's plenty of other things just waiting to be shipped to fill the void...)
With today's computer & internet technology, such a system should be workable. It could perhaps be set up as a registry where vendors, purchasers, & transporters could post regularly and someone with a clear mind could make the connections for everyone.