Inside Howell’s Motor Freight: A 70-Year trucking legacy

Some companies are built on capital. Howell’s Motor Freight was built on care.

The story begins not with Howell’s, but with a man named Mr. Howell — a Roanoke, VA, trucking operator who sold his small company to the Norris family decades ago. What the Norris clan bought wasn’t just a business; it was a set of lane rights, a regional footprint, and the foundation for nearly 70 years of growth. From those early days hauling hanging quarters of beef to butcher shops in refrigerated box trucks, the company steadily evolved into one of the Southeast and Mid-Atlantic’s most respected temperature-controlled carriers.

Today, Howell’s operates a fleet of 200 trucks and more than 300 refrigerated trailers out of five terminals stretching from central Pennsylvania to greater Atlanta. Their specialty — refrigerated freight, including pharmaceuticals, meats, and wholesale groceries — puts them in a niche that demands precision, reliability, and an unwavering commitment to the customer.

Caring as a business model

That commitment has a name at Howell’s: Caring Makes All the Difference. For Chad Norris, who has carried on the family legacy, those words aren’t a marketing line but a philosophy.

“We care about the level of customer service,” Chad says. “We care about the commitment we made to our customers, and we care about the final end user reception of us as we pull into that dock door. We care about what we did, and we try to pass that through every level of organization.”

That culture extends inward, too. Many Howell’s employees — drivers, dock workers, clerks — have been with the company for 30 or more years. In an industry known for high turnover, that kind of tenure speaks volumes.

An in-house maintenance program worth noting

Buyers paying attention will find a lot to like in how Howell’s has managed its fleet. The company handled the majority of its maintenance in-house, with onsite shops at each facility capable of addressing issues as they arose. Larger or more specialized repairs were directed to OEM dealerships and manufacturer facilities, keeping the work right and the records clean.

The result is a well-maintained, late-model fleet with a maintenance history that reflects the same discipline Howell’s brought to every other part of its operation.

Why they chose Ritchie Bros. to sell their fleet

When the Norris family began planning for retirement, they knew they needed a partner with national reach and expertise to handle a dispersal of this scale. After considering several options, Ritchie Bros. stood out not just for its footprint but for how the team showed up.

“They came up and had a meeting with us,” Chad recalls. “Very impressed with the professionalism and the knowledge of the industry, their willingness to work with us. They’ve made us feel comfortable the entire time.”

Ritchie Bros. Territory Manager Andrew Guillot, who was introduced to Howell’s through a mutual contact in Charlotte, spent months building the relationship before the contract was ever signed. That patience paid off in trust and a partnership both sides are proud of.

What comes next

The Howell’s Motor Freight Retirement Auction takes place July 22, 2026, with priority bidding opening July 17. Assets will be available across multiple eastern U.S. locations, including Cloverdale and Portsmouth, VA; Charlotte and Raleigh, NC; North East, MD; and Atlanta, GA.

For Chad, the auction marks something bigger than a transaction. After nearly 70 years, it’s time for his father to step back and, as Chad puts it, “enjoy some sunsets more.”

That’s a legacy worth celebrating, and a fleet worth bidding on.

See also

Consign early. Sell strong: How waiting can work against your equipment sale