Sales & Support: 888.569.8035

About Us

“A crossover of great people and great tech.  We’re proud to do business your way. ”

Dan Berardi


Priority1 was founded in 1995 with the same entrepreneurial spirit that still drives our business today.

We are a mix of great people and great technology. Our success is driven by a strong partnership of employees, customers, and carriers. We also employ an industry-best Transportation Management System (TMS).

We are a full service logistics company partnering with thousands of national and regional truckload and LTL carriers. We offer less than truckload (LTL), full truckload (TL), expedited, roadshow, warehousing, and ocean freight services.

Leveraging the resources of our asset-based parent company, Priority Wire and Cable (PWC), allows us to pay carriers faster than our competitors and offer our customers better capacity and rate stability.

We use our group purchasing power and industry-leading TMS to provide our agents with the necessary tools to control their freight and transportation costs every step of the way.

We are your one-call transportation provider – doing business the way that you do business.

Connect With Us

You can call us at 888.569.8035, or fill out the form below and someone from our team will reach out to you as soon as possible. Our fax number is 501.374.5960. Our mailing address is 1800 E. Roosevelt, Little Rock, AR. 72206.

The Team


Dan Berardi

General Manager / COO

Dan Berardi has served as the general manager of Priority1 since October 2008.

Prior to joining Priority1, Dan held several leadership positions with Alltel in human resources, executive retail and business sales leadership, retail strategy, sales operations, and call centers.

For five conseuctive years, Dan was recognized as a top sales executive with Alltel. In 2007 and 2008, he was also nominated for the “Alltel Leader of the Year” award which acknowledged the best leaders in the 22,000- employee organization as judged by their peers and direct reports.

Dan attended the University of Arkansas at Little Rock. Dan enjoys spending time with his three children, going to the gym, traveling, cycling, and playing golf. He is also a fan of Tough Mudders.


Michael Catton

Operations/Inside Sales Manager

Michael Catton serves as Priority1’s operations/inside sales support manager. In this role, Michael is responsible for LTL operations for the outside sales team and also manages the inside sales team.

Prior to joining Priority1 in 1998, Michael worked for Continental Express. Michael has worked in various positions at Priority1.

Michael earned a Bachelor of Science in finance from the University of Arkansas at Little Rock.

Michael enjoys coaching his son’s baseball teams, watching his daughter dance, hunting, playing golf, and officiating football.


Adam Hooker

Director of Indirect Relations

In his role as director of indirect relations, Adam Hooker is responsible for developing and managing the agent channel.

In February 2012, Adam joined Priority1 as a financial analyst, and he became director of indirect relations in June of 2013.

Adam holds a Bachelor of Science in finance from the University of Arkansas.

Adam is a Razorback football and basketball fan. He also enjoys playing golf and basketball.


John Redam

Vendor Relations Manager

As Priority1’s vendor relations manager, John Redam is responsible for accounts payable and carrier relations.

Prior to joining Priority1 in 2012, John worked for 14 years in operations and retail strategy for Alltel Wireless. John earned a Bachelor of Business Management from the University of Arkansas.

John is actively involved in his children’s activities, and he also enjoys woodworking, fly fishing, and hunting waterfowl.


Cliff Rives

Vice President of Sales

In his role as vice president of sales, Cliff Rives is responsible for managing the outside direct sales channel with representatives in Arkansas, Mississippi, and Texas. Cliff has held leadership roles with Priority1 since joining the sales team in 1998.

Cliff has 32 years of experience in the transportation industry, with expertise in less than truckload, truckload, distribution, and small package segments.Cliff is a native Arkansan and enjoys all the outdoor activities the Natural State has to offer.


Lance Hines

Director of Sales and Business Development

Lance Hines is director of sales and business development for Priority1 and has been a member of the direct sales team since February 2006.

Prior to joining Priority1, Lance worked as an account manager at Southeastern Freight Lines and helped launch their Little Rock, AR terminal. He began his career with Watkins Motor Lines, a nationwide LTL carrier acquired by FedEx Freight, as an account executive and was promoted to terminal manager for the Little Rock, AR facility. Lance has been instrumental in developing Priority1’s Transportation Management System, a tool that has enabled Priority1’s rapid growth as a premier Third Party Logistics provider in the United States.

Lance received his Bachelor of Business Administration from the University of Arkansas at Little Rock in 2001 with an emphasis in marketing and economics.

An active member of his local community, Lance was elected to a four-year term on the City of Little Rock Board of Directors in 2011. He also serves on the Commission on Children Youth and Families, MEMS Ambulance Authority, and Central Arkansas Transit Authority Board. He is a member of Calvary Baptist Church Little Rock and is past president of the Villages of Wellington Community Association (2008-2010).


John Sarlo

Director of Sales

John Sarlo has served as Priority1’s director of sales since 2012. He is responsible for recruiting, hiring, training and managing the explosive growth of Priority1’s outside sales team.

Prior to joining Priority1, John worked as an account manager for CDW and as a territory manager for The Custom Companies.

John earned a Bachelor of Arts in marketing from Michigan State University.

John enjoys playing golf and softball as well as boating on the Great Lakes. He is also a fan of college football and enjoys attending White Sox, Bulls, Bears, and Blackhawks games.


Will Sison

Director of Pricing

As director of pricing, Will Sison is responsible for Less-Than-Truckload transactional and enterprise pricing for Priority1.

Will’s experience in the transportation industry spans more than 25 years. He began his career with UPS as a college student, working his way into management positions with UPS, American Freightways, and Saia. In 2002, Will began working in third-party transportation management, specializing in bringing customers and carriers together through customized pricing.

Will enjoys spending time with his family and is an avid fisherman.


Rob Haynie

Carrier Sales Manager

As Carrier Sales Manager, Rob Haynie is responsible for managing the daily flow of freight in and out for Priority1’s customers. Rob works with inside and outside sales forces to ensure they have the most accurate rates in a timely manner.

With over 20 years of experience in the transportation industry, Rob has developed expertise in less than truckload and truckload segments.

Rob earned a Bachelor of Science/Bachelor of Arts in Transportation and Logistics from the University of Arkansas.

Rob enjoys restoring antique automobiles.


Jason Sheffler

Director of Truckload Operations

As the Director of Truckload Operations, Jason Sheffler is responsible for managing the flow of full truckload shipments for both the inside and outside sales staff. Jason works with both direct sales reps as well as the agent channel to ensure they have accurate rates in a timely manner.

In July of 2010, Jason joined Priority1 as a Carrier Sales Representative, and has also worked as an inside sales rep before becoming the Director of Truckload Operations in 2014. Jason earned a degree in Criminal Justice from Kaplan University.

Jason is an Iowa Hawkeye football fan as well as an avid outdoorsman enjoying hunting, boating, and golf.


Matt Watson

Truckload Sales Support Manager

Matt joined the Priority1 team in January, 2015.  Matt comes to Priority1 with 18 years of business experience and has held many senior leadership positions throughout his career.  He has a well-rounded background in Sales Support, Sales, Sales Management, Marketing, CRM Administration and Purchasing from Fortune 500 companies such as Alltel, Windstream, Dillard’s.  He has also worked at smaller family owned business like Staley and Fleming where he sold and managed sales teams that supported nationwide accounts like Walmart, Costco, Microsoft, Family Dollar, etc.

Matt enjoys spending time with his two girls, working out, cycling, grilling, golfing, and he is a huge fan of the Arkansas Razorbacks and St. Louis Cardinals.