2027 Tech Talks

Recorded On: 09/16/2026

As the FEDA Future of Distribution Council (FDC) works toward a more interconnected supply chain, the FEDA Tech Talks session assessed where technology stands today and how other supply chain segments are maximizing digital tools and data. Todd Florence, chief information officer for Estes Express Lines, shared how carriers are using AI, automation, and real-time data to improve transparency and address freight damage claims, priorities that closely mirror the FDC's own subcommittee work. Distributors and manufacturers will want to view this rare inside look into how a key supply chain partner is tackling the same challenges their organizations are working to solve.

Following Florence’s presentation, Jason Hein, vice president of B2BEA Academy and global director of programming at the B2B eCommerce Association, shared why clean product data is more than an IT issue —it’s a business necessity. In just 20 minutes, Hein demonstrated how bad data affects search, e-commerce, customer experience, and decision-making. With more companies turning to artificial intelligence to analyze their data, Hein explained the limitations of depending on those tools to compensate for poor-quality product information. But it’s not just the shortcomings Hein covered. He also showed attendees what “good” product data looks like and provided practical steps distributors and manufacturers can take to turn their data into more reliable and usable information.

Todd Florence

Chief Information Officer

Estes Express Lines

Todd Florence joined Estes in 2020 as CIO. He leads the company’s IT teams, guiding the vision for Estes’ technology roadmap while supporting its culture and business goals. His team focuses on implementing tools and technologies that make shipping seamless for customers and teammates.

With more than 20 years of leadership experience, Florence is known for aligning strategy, people, and technology to drive performance. He spent 15 years at Celerity, leading large-scale tech transformations across industries. His background also includes roles at MCI, Inacom Information Systems, and International Mobile Communications.

Jason Hein

Global Director of Programming

B2B eCommerce Association

Jason Hein has spent roughly 30 years in B2B digital commerce, most of it arguing that product data can’t only be a cleanup project. He held anchor roles at McMaster-Carr and on the Amazon Business launch, worked as a consultant, spent time at a B2B software-as-a-service platform, and now serves as vice president of B2BEA Academy and global director of programming for the B2B eCommerce Association. There, he builds the global conference programs, leads members through digital maturity advancement, and coaches first-time practitioner speakers onto the stage — the part of the job he’ll tell you he likes best. He has spent 12 years on the conference circuit, is based in Seattle, and remains loyal to the Minnesota Vikings because he believes things “can always get better.”

Jeff Andrews (Moderator)

Founder and Principal

Red Dog Advisors

Jeff Andrews is the founder of Red Dog Advisors, which helps midmarket companies make informed technology and enterprise resource planning (ERP) decisions. With more than 30 years of experience, he has led technology, marketing, product strategy, and business development functions at Fidelity Investments, Paycor, Velosio, and other organizations. He also spent six years leading an ERP practice, growing its client base by 280% and revenue by 265%. Drawing on experience across technology and revenue leadership, Andrews provides independent guidance to help companies evaluate solutions, navigate vendor relationships, and select systems that align with their operational needs and business goals.