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William McKinnon

Canadian Alliance Terminals provides integrated, technologically driven logistics warehousing and transportation solutions for aspiring Fortune 500-minded B2B and B2C customers while delivering a competitive advantage, yielding lower distribution costs that lead to increased product sales and profits.

Tell us about yourself?

I am a passionate connector with “Fortune 500 Thinking Companies” in the pursuit of service excellence, brand growth, leveraged technology, and risk mitigation.

I believe it’s how well you listen to people that sets the framework for good communications. Each day, we hear “Horror Stories” about how traditional distribution models have failed to mesh with the new reality of what “Speed to Market” means. It all starts with an intelligent supply chain discussion.

Over the last 30 years, I have held senior management positions with some of Canada’s largest transport companies, both courier LTL and TL, along with food service distribution and manufacturers, property security, and a startup IT company.

Today, I am an active mentor in Futurpreneur Canada, guiding startup “Millennial Entrepreneurs” in pursuit of their dreams. In my spare time, you will me both coaching endurance athletes who are actively pursuing long-distance running. Over the last 20 years, I have completed over 80 races, of which 23 were marathons, including the Boston Marathon in 2005, 2011, and 2015, along with the New York Marathon in 2019 and the Chicago Marathon in 2023.


If you could go back in time a year or two, what piece of advice would you give yourself?

Focus on the future business needs and get less wrapped up in the pandemic supply chain swirl. Understand the future state of customers’ evolving supply chain challenges.

What problem does your business solve?

We help companies overcome supply chain warehousing and transportation problems throughout North America.

What is the inspiration behind your business?

Our business was inspired 23 years ago when we commenced helping food companies secure variable outsourced warehousing space in Metro Vancouver. Today, we can meet these challenges across Canada and the USA for both food and non-food customers.

What is your magic sauce?

Our two key differentiators are technological integration with accountable transparency coupled with personalized service. Up-to-date, timely information delivered in a simple, manageable format is the key.

What is the plan for the next 5 years? What do you want to achieve?

Continued expansion on a regional basis as part of our unified, replicated service delivery model. This will be achieved through both organic business networking and acquisition growth.

What is the biggest challenge you’ve faced so far?

Technology is an area where we have evolved too slowly. The journey to technology market competitiveness took longer than we had expected. We delayed the implementation of new systems during the pandemic, which set us back about 18 months. That is now behind us, and all of our upgrades are complete. Our customers love the direction we have taken and the impact it is having on our e-commerce clients.

How can people get involved?

Visit our website at