The company was named by the founder's business values: a "REBEL" determination to succeed and a commitment to operate with "HEART" of integrity and safety. The company performance statistics demonstrate that the REBEL HEART commitment is in day to day operations. In March 2012 the milestone of 18 years in business will be achieved. The motto of "The Lil'l company with a big Heart" was chosen to demonstrate the goals of remaining privately owned and operating with a Heart of fairness and honesty(integrity). An ongoing commitment to safety is demonstrated with semi-annual safety standdown training, outstanding C.O.R. audits scores. Leadership in the trucking industry is demonstrated by the Partners in Compliance program membership.