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Eric Fullerton
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Jun 25, 2026
Talking Supply Chain: The Strait of Hormuz is open, but normal is not near
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Brian StraitHOST
And I guess maybe someday we'll get to the point where all supply chains are resilient by design, as opposed to waiting for some disruption to take place and then create resiliency, right? As we've gone through these last few months in this current environment, is there anything that you've seen from data or anecdotally you've talked to organizations that maybe kind of managed through this disruption pretty well compared to some of those that struggled? Is it things that they looked at or are there things that they may have done in any way that helped them get through this better?

Eric FullertonGUEST
Yes, I think there's a common theme and it's going to sound quite simple, but the reality behind it is probably more complex.

Eric FullertonGUEST
The companies, the shippers who are able to essentially instantly see what was happening to their inventory and their supply chain when these things occur and then make decisions about it are the ones that are well-equipped.

Eric FullertonGUEST
For those who were having challenges, it's not like they were short on people or effort.

Eric FullertonGUEST
So they didn't know which shipments were exposed, what inventory was associated with those shipments, which suppliers were affected, which lanes were at risk, until that problem had kind of propagated through their network.
Guest: Eric Fullerton of project44 on plastic shortages due to oil restrictions; The logistics behind the World Cup; Getting the most from robots and their humans
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Ben AmesHOST
I know that you mentioned tracing the real breadcrumbs of the plastic shortage here through things like shipping delays or rerouting or longer dwell times in these last few months.

Eric FullertonGUEST
yeah that's exactly right so every week or so sometimes uh more than more than once a week we've been issuing these reports on kind of the current state because when you look at our platform you're able to see the the movement and flow of of goods in real time and since the closure we've seen uh through our platform 81,500 shipments or so that have that number probably increased since I looked at it just this morning.

Eric FullertonGUEST
So what does that mean? Well, that means that even though diversions, they spiked very early in this process, when we're looking at like the last four weeks and just this last week alone, things are seemingly getting a bit smoother.

Eric FullertonGUEST
So as one example, Jebel Ali, which is the Gulf's dominant container hub, we're talking about 4% of normal inbound volume, right? So it's almost offline in that sense.

Eric FullertonGUEST
The issue then is these reroutings come all the way through to Asian networks, right? Some things are being dropped off over land and Oman was a viable opportunity or an alternative.

Ben AmesHOST
So those congestion waves, as you describe it, from what I understand, even if the Strait of Hormuz opened up again tomorrow, there are these backlogs that have you seen in other examples? Maybe it's going to take a while to get back to normal?