Iterating Bredemarket’s first pillar page

I’ve spent this afternoon posting messages to selected Facebook and LinkedIn pages, showcase pages, and groups talking about updates to blog content (and in one case a LinkedIn article).

If you look at the updated blog posts/LinkedIn article in question, you’ll see that they now start with this statement:

(Updated 4/16/2022 with additional benefits information.)

Then, when you scroll down the post/article to a benefits discussion, you’ll see this insertion:

(4/16/2022: For additional information on benefits, click here.)

This post explains

  • why I made those updates to the blog posts and the LinkedIn article,
  • how I added a new page to the Bredemarket website, and
  • what I still need to do to that new page to make it better.

(Why, how, what: get it?)

Why I updated selected blog posts and a LinkedIn article

I talk a lot about benefits on the Bredemarket blog, but all of the conversation is in disparate, not-really-connected areas. I do have a page that talks about the benefits of benefits for identity firms, but that doesn’t really address the benefits of benefits for non-identity firms.

Then, while I was taking a HubSpot Academy course, I found a possible way to create a central page for discussion of benefits.

A pillar page.

By Rama – Own work, CC BY-SA 2.0 fr,

According to HubSpot, the need for pillar pages arose because of changes to Google’s search model.

Google is helping searchers find the most accurate information possible — even if it isn’t exactly what they searched for. For example, if you searched for “running shoes,” Google will now also serve you up results for “sneakers.” This means that bloggers and SEOs need to get even better at creating and organizing content that addresses any gaps that could prevent a searcher from getting the information they need from your site.


What does this mean?

Now, your site needs to be organized according to different main topics, with blog posts about specific, conversational long-tail keywords hyperlinked to one another, to address as many searches as possible about a particular subject. Enter the topic cluster model.


How I added a new page to the Bredemarket website

So I created the page to work as the hub of a wheel of content regarding benefits.

But not all the content that I’ve written on benefits.

I’ve curated links to selected content (both on the Bredemarket website and on LinkedIn), provided a brief quote from the content in question, then provided a link to the original content for more information.

After that, I went out to each of the “spokes” in the topic cluster and linked back to the new content hub on benefits as illustrated above.

What I still need to do to the new page on the Bredemarket website

At this point the people who REALLY know search engine optimization are shaking their heads.

“John,” they are saying to me, “that’s not a pillar page!”

They’re right.

It’s just a very crude beginning to a pillar page. It lacks two things.

Multi-layered keywords associated with the “hub” topic

First, simply linking selected “benefits” pages together in a wheel is extremely simplistic. Remember how search engines can now search for both “running shoes” and “sneakers”? I need to optimize my wheel so that it drives traffic that isn’t tied to the specific word “benefits.”

Choose the broad topics you want to rank for, then create content based on specific keywords related to that topic that all link to each other, to create broader search engine authority….

For example, you might write a pillar page about content marketing — a broad topic — and a piece of cluster content about blogging — a more specific keyword within the topic. 


A logical organization of the pillar page

Second, a pillar page needs better organization. Rather than having what I have now-a brief definition of benefits, followed by a reverse chronological list of posts (and the article) on benefits, the pillar page needs to address benefits, and its relevant subtopics, in an orderly fashion.

Pillar pages are longer than typical blog posts — because they cover all aspects of the topic you’re trying to rank for — but they aren’t as in-depth. That’s what cluster content is for. You want to create a pillar page that answers questions about a particular topic, but leaves room for more detail in subsequent, related cluster content.

Example of a REAL pillar page. From

HubSpot directs its readers to HubSpot’s own pillar page on Instagram marketing. Frankly I don’t know that I’d want to write something that long, but you can see how the pillar page provides an organized overview of Instagram marketing, rather than just a reverse chronological list of content that addresses the pillar topic.

More to come

So my pillar page on benefits certainly has room to grow.

But at least I’ve made an agile start with a first iteration, and the search engines can start processing the existing cluster of links as I make improvements.

And as I create additional pillar pages. I already have an idea for a second one.

Four truths and a fable about the Ontario-San Antonio Heights “Mule Car”

Even people who live in Ontario, California may not know the story of the “mule car” in the median of Euclid Avenue at B St. You can see the mule car behind me in the “Cloudy days at the mule car” video below.


(And yes, sometimes the sun DOESN’T shine in Southern California.)

Four truths about the Ontario mule car

There are four things about the mule car that we know as fact.

1. The Ontario mule car began service in 1888

The single-car train line connected Ontario, North Ontario (North Ontario was later known as Upland), and San Antonio Heights (near 24th and Mountain today), and benefited local residents by providing an easy way to travel between the three establishments. As the Historical Marker Database website notes, more and more people settled on the master-planned Euclid Avenue in the years after Ontario was established in 1882, and the train line provided an easy way to travel north and south.

2. The Ontario mule car benefited from gravity

For those who are not familiar with San Antonio Heights, Upland, or Ontario, the northernmost community (San Antonio Heights) is near the mountains, and (according to the Electric Railway Historical Association) there is an elevation drop of 1200 feet over the ten miles from San Antonio Heights to Ontario.

Of course, from the southern perspective of Ontario (see this Pacific Electric Railway page for a picture of the railway looking north), there is an increase in elevation of 1200 feet, which is why the mules were needed to pull the train up the hill. The uphill climb took about an hour.

Once the train reached San Antonio Heights and began its descent back to Ontario, the mules were no longer needed to pull the car.

[O]n the return trip the motive power climbed aboard a tiny trailer and coasted down with the car.


The downhill descent for the passengers (and the mules) took only 20 minutes. We’ll return to this later.

Mule use was not confined to the Inland Empire West. Mules were famously used in Death Valley. By NPS image from [1], Public Domain,

Since this is the Bredemarket blog, I can’t let this story pass without discussing the benefits of this system:

  1. Faster travel to on the southbound route to Ontario due to the faster downhill time.
  2. No use of power for the southbound route.
  3. Greater energy on the northbound route due to the rest that the mules received on the southbound journey.

(For additional information on benefits, click here.)

3. After electrification in 1895, the mule-less train line continued service until 1928

After several years, the train was electrified and the mules were no longer needed to power the train. This is when the train celebrated its heyday.

A thirty-acre amusement park was built by the company of San Antonio Heights, with a powerhouse adjoining. Heavy crowds were transported along Euclid Ave. in the early days, for the line connected Ontario with Upland, provided connections between the (Southern Pacific) Station at Ontario and the Santa Fe Station at Upland, and cared for the thongs bound for pleasure-seeking at the Park. 


Unfortunately, I haven’t been able to find any additional information about the original 30-acre amusement park. Today’s “San Antonio Park” has ball fields, BBQ, picnic tables, a picnic shelter/gazebo, a playground, and restrooms, plus the historical San Antonio Heights Railroad Company Waiting Station. Fun, but not THAT fun.

And, of course, this provided benefits to various stakeholders:

  1. The rail line benefited from increased revenue from passengers who wanted to connect from other rail lines to get to destinations on the route, most notably the park.
  2. The park benefited from a convenient way to arrive, something that we seem to have lost today, since neither Ontario International Airport nor Los Angeles International Airport enjoy direct train service. (The Omnitrans 61 bus route goes to Ontario Airport every 20-30 minutes, and some day the Boring Company may establish a train connection.)
  3. Passengers benefited from an easy way to get to this park.

(For additional information on benefits, click here.)

Ownership of the train line passed from the Ontario Electric Company to the Pacific Light & Power Corporation in 1908, and eventually to Southern Pacific in 1912, where it became the Pacific Electric Ontario & San Antonio Heights Line.

Eventually this rail line, like all rail lines in Southern California, ran into hard times because of our growing adoption of motor bus and automobile travel.

Line cut back to La Cima on 4 July 1924; on 1 November 1924, cut back to Upland. On 6 October. 1928, Ontario-Upland Line abandoned…. In the abandonment hearing in 1928, PE produced records which tended to show that this line was hopelessly incapable of earning even operating expenses.


4. Today’s mule car at Euclid and B is a replica

If you visit the mule car at Euclid and B and wonder at how well-preserved it is, that’s because this isn’t the original 1887 mule car, which was lost to the winds of history. This is a replica, built in 1956-1957 and restored in approximately 1974. As the inscription on the plaque notes:

Photographed By Joseph Beeman, April 9, 2006. From

In 1956, William Richardson headed a group of citizens to have a replica of the original Mule Car constructed for the city’s 75th anniversary in 1957. With donated funds “a couple of prop guys from the MGM Studios in Hollywood” recreated it, working from old photos. After the 1957 Mule celebration, the Mule Car was stored in the City Yards, abandoned and forgotten.

In memory of their son Donald, who worked for the City of Ontario, Kip and Elinore Carlson and their friends restored the Mule Car and constructed this facility. On April 28, 1974, this Mule Car was dedicated “to the whole community.”


One fable about the Ontario mule car

There is one thing about the mule car that may or may not be true, but it makes for a good story. Both and, as well as other sites such as our local Best Western website, tell the story of what happened to the mules after the train route was electrified and the mules were no longer needed.

According to the sources, the mules were sold to a farmer, who put the mules to work on his farm. This worked out for the farmer…half of the time. When the mules were required to plow uphill, they did so with no complaints.

However, according to the story, the mules refused to work downhill.

They expected a ride for the downhill part.

Two Benefits of Virtual Power Plants (VPPs)

(Updated 4/16/2022 with additional benefits information.)

Everything is virtual

Many of our lives changed significantly in March 2020, when we left our offices and cubicles and decamped to makeshift desks in our homes. Since that time, those of us who are still working from home (WFH) have interacted with others via telephone, Cisco WebEx, Google Meet, Microsoft Teams, Slack, Zoom, and other virtual collaboration tools.

At the same time, some people have plunged neck-deep into the world of non-fungible tokens (NFTs) for applications ranging from joining the Bored Ape Yacht Club to using NFTs for decentralized digital identity.

And I haven’t even gotten into Second Life v2.0 and its ilk.

In short, we’re doing a lot of things virtually.

We live in an increasingly virtual world. You can hold virtual meetings with virtual friends using virtual reality systems hosted on virtual servers. 


Virtual power plants (VPPs) and the Shelter Valley VPP project

Oh, and there’s one more thing that we’re doing virtually.

And in energy circles, one of the biggest buzzwords in recent years is the virtual power plant, or VPP.


What is a virtual power plant (VPP)? Let me provide an example of a test implementation of a VPP by Alternative Energy Systems Consulting, Inc. (AESC) and San Diego Gas & Electric (SDG&E).

Shelter Valley. By Stalbaum – Own work, CC BY-SA 3.0,

This 18 month pilot project is described by SDG&E on its page about the Shelter Valley Virtual Power Plant Project.

As part of our Sustainability Strategy and commitment to reach net zero greenhouse gas emissions by 2045, SDG&E is launching a Virtual Power Plant (VPP) Pilot Project in 2022, an initiative to strengthen community resilience and electric reliability in the unincorporated community of Shelter Valley in East San Diego County. 


Two benefits of virtual power plants

SDG&E realizes that you can’t just talk about the features of virtual power plants. SDG&E’s customers don’t care about features. Its customers only care about what’s in it for them. So SDG&E collected some benefits of virtual power plants.

(4/16/2022: For additional information on benefits, click here.)

The first benefit: community resilience and electric reliability

The first benefit that SDG&E identified for VPPs can be found in the text above, where it noted that virtual power plants can “strengthen community resilience and electric reliability.”

Now I’ll grant that Californa isn’t Texas, but there are more and more times where California’s electric power goes out, due either to very high temperatures, very high winds, or very high fire danger.

So SDG&E consumers (and consumers from other electric utilities) are more interested in electric reliability. If VPPs can provide that reliability, great!

So how does a VPP strengthen community resilience and electric reliability?

A key element of a VPP is its distributed energy resources, or DERs. With home-based solar power, batteries, smart thermostats, and other energy technologies, the days of a single centralized power source are over.

The second benefit: lower investment and operating costs

But rather than siloing these DERs, a VPP arranges to have them work as a single unit, just like a conventional power plant, but with a difference.

In other words, a VPP can mimic or potentially replace a conventional power plant and help address distribution network bottlenecks, but with lower investment and operating costs.


Note that SDG&E doesn’t take this a step further and say that this will result in a reduction in building of conventional power plants.

St. Clair Power Plant.
Since VPPs look like residential/commercial communities (because they are), most of us think that VPPs are prettier than many conventional power plants such as this one. By Cgord (talk) – (Cgord (talk)) created this work entirely by himself. Transferred from Wikipedia., GFDL,

And SDG&E definitely doesn’t say that this will result in lower rates for energy consumers. But maybe some energy utility will make this commitment.

A musical postlude

A major component of a VPP is the solar energy that is generated by solar cells on people’s homes. Of course, solar energy is nothing new, as those of us who recall a certain song know all too well.


I’ll grant that there are differing views

Simon Sinek’s Golden Circle: When Your Goal, Benefits, and Target Audience aren’t Enough

Via Bredemarket, I work with a number of clients who ask me to create content for them. Since last September, I have used an internal “kickoff guide” form to start my conversations with these clients.

Header of September 2021 Bredemarket Kickoff Guide

While I thought that this kickoff guide was pretty good, I just revised it to make it even better.

The September 2021 iteration of the Bredemarket kickoff guide

I developed the Bredemarket kickoff guide to address a number of issues, including the style limitations of Google Docs. But the primary issue that prompted the kickoff guide was the need to capture as much information about a client project in the early stages, to reduce later rework.

The primary set of questions that I asked was a set of questions that I’ve talked about ad nauseum (literally). Before getting into the nuts and bolts of the content itself, there were three critical questions that I asked the client:

  • What is the goal that you want to achieve with the content?
  • What are the benefits (not features, but benefits) that your end customers can realize by using your product or service?
  • What is the target audience for the content?

There were two reasons that I asked these questions. First, I believed that the client’s final collateral would benefit if I asked these questions. Second, I believed that Bredemarket would benefit by differentiating itself from other writers who just launched into “the facts” questions about the content.

Jack Webb as Sgt. Joe Friday.
Joe “The Facts” Friday was not a content marketer. By NBC Television – eBayfrontback, Public Domain,

If I may pat myself on the back, these are pretty good questions.

But is there anything else that I should be asking?

Simon Synek’s “Golden Circle”

I’m currently taking a course from HubSpot Academy, and one of the instructors mentioned Simon Sinek’s “Golden Circle.”

This goes beyond a particular product or service, and addresses a company’s reason for being. Here’s what HubSpot says about the need for the “Golden Circle”:

…what Sinek found is that most companies do their marketing backwards. They start with their “what” and then move to the “how.” Most of these companies neglect to even mention “why.” More alarmingly, many of them don’t even know why they do what they do!


Contrast this with companies (Apple is an oft-cited example) that know why they do what they do, and effectively communicate this. It may be hard to believe this, but for Apple, the “why” question is even more important than the latest color of its products (current iteration: “it’s green”).

So can Simon Sinek’s Golden Circle help my clients receive better marketing collateral, and can it help me (and Bredemarket) differentiate myself from other writers? And if so, what do I have do to achieve these benefits for my clients and myself?

The April 2022 iteration of the Bredemarket kickoff guide

One part of the answer was to revise my kickoff guide. In the latest iteration, I precede my goal/benefits/target audience questions with three questions derived from Sinek’s “Golden Circle,” starting with the all-important “why” question.

(“Why”: it’s not just for multi factor authentication!)

Of course, I still have to use the revised kickoff guide with a client, but I hope to do this shortly in one way or another. If you could like me to use this kickoff guide with your firm to help create meaningful, relevant content:

Postscript: an example of repurposing

This post was repurposed from a comment that I made in the HubSpot Community in response to the course that I’m taking.

Ontario, California Fast Business Facts

The U.S. Census provides “quick facts” about U.S. jurisdictions, including business facts. While the business facts are ten years old, they still provide an indication of business health.

For Ontario, the U.S. Census Bureau has documented over 14,000 firms, over $4 billion in manufacturers shipments, and over $4 billion in retail sales. These figures have presumably increased in the last ten years.

If you own or manage one of these thousands of businesses, and you need to let other businesses know about your offerings, perhaps you should turn to the Ontario, California content marketing expert. Bredemarket can assist your firm with the following:

If I can help your business, or if you have further questions about Bredemarket’s B2B content creation services, please contact me.

Automated License Plate Recognition (ALPR) minimizes Ontario, California catalytic converter theft

I don’t know if this is true in other parts of the country, but catalytic converter theft is rampant in the Ontario, California area. Even if you capture the license plate of the alleged thief, you still have to find the car. Which is where automated license plate recognition, or ALPR, comes in handy.

This was released on the Ontario Police Department’s Nixle account. (A separate press release on another event clarifies that Ontario uses Flock cameras for ALPR investigative leads.)

Catalytic Converter Thieves Arrested

Ontario, CA – Ontario Police arrested two suspects in connection with multiple catalytic converter thefts.   

On Friday, April 8th, 2022, at 5:37 P.M., Ontario Police officers received an alert from an automated license plate reader (ALPR) of a vehicle suspected to be involved in catalytic converter thefts. Officers responded to the area of Milliken Avenue and 4th Street where they located the suspect vehicle occupied by a female passenger in an adjacent parking lot.

While conducting surveillance, officers observed a male lurking between cars before returning to the suspect vehicle and attempting to drive away. Officers stopped the suspects and recovered five catalytic converters, an electric saw, and a floor jack. Officers confirmed two of the catalytic converters were missing off a vehicle where the suspects were parked. Both suspects were arrested for grand theft, felony vandalism, and conspiracy to commit a felony.

The suspects have been identified as Carlos Gerardo Morales (age 25) and Alexis Lena Sanchez (age 25). Both suspects are from San Bernardino.

The Ontario Police Department has partnered with Flock Safety to place multiple ALPR cameras at strategic locations throughout the city. This is just one example of how OPD is using technology to deter and reduce crime throughout the city.

Anyone with information about this incident is asked to contact the Ontario Police Department at (909) 986-6711. Information can also be reported anonymously by calling WE-TIP at (800) 78-CRIME or online at

Ontario Police Department, California
2500 S Archibald Ave
Ontario, CA 91761

Emergency: 9-1-1
Non-emergencies: 909-395-2001

The sixth factor of multi factor authentication (you heard it here first!)

As many of my readers know, there are a variety of ways for people to individually identify themselves.

The National Institute of Standards and Technology recognizes three of these authentication factors:

  • The most commonly known authentication factor is “something you know.” This includes such items as passwords, personal identification numbers (PINs), and the name of your childhood pet. This authentication factor is very common and very controversial, to the point where some want to eliminate it altogether. (I don’t.)
  • Another authentication factor that I know very well is “something you are.” Biometrics such as fingerprint identification and facial recognition falls into this category, as well as gait recognition, “behavioral biometrics,” and other biometric identifiers.
  • The third authentication factor that NIST recognizes is “something you have.” This could be a driver’s license, a passport, a key fob, a smartphone, or perhaps a digital identity application.

But those aren’t the only authentication factors. Two others have been identified, as I have previously noted.

  • “Something you do” differs from both gait recognition and behavioral biometrics, because this is not an inherent property of your being, but is a deliberate set of actions on your part. For example, you could gain access to a nuclear facility by putting your left foot in, putting your left foot out, putting your left foot, in and shaking it all about. Note, however, that this particular “something you do” is as common as the password “12345” and should be avoided.
  • And the fifth factor is “somewhere you are.” For example, if I am buying something at a a store in Virginia, but I am physically in California, something appears to be wrong.
GPS network illustration
By Éric Chassaing – Own work, CC BY-SA 3.0,

OK, that’s it. End of post. Those are the five authentication factors. There aren’t any more, and there never will be any more. Oh sure, you could come up with a sixth authentication factor, but chances are that it would map into one of the five existing authentication factors.

Or maybe not.


I’d like to propose a sixth authentication factor.

What about the authentication factor “why”?

This proposed factor, separate from the other factors, applies a test of intent or reasonableness to any identification request.

Man smoking a cigarette and stacking hats on a fire hydrant
Why is this man smoking a cigarette outdoors? By Marek Slusarczyk, CC BY 3.0,

Let me give you an example. Assume for the moment that I am at a McDonald’s in Atlantic City and want to use my brand new credit card to buy some healthy Irish cuisine.

McDonald's food
Not in Atlantic City. By TeaLaiumens – Own work, CC BY-SA 4.0,

You could, of course, apply the existing authentication factors to this transaction:

  • I physically have the credit card.
  • I know the PIN that is associated with the credit card.
  • My face matches the face of the person who owns the credit card.
  • I am physically at the McDonald’s where the food is for sale, and I physically have a hotel key associated with a nearby hotel, and I physically have a badge associated with a trade show in the city. (The latter two facts are actually a combination of “something you have” and “somewhere you are,” but I threw them here for the fun of it.)
  • If my credit card company has implemented it, I can perform the super secret finger pattern (or hokey pokey dance) associated with this account.

But even if all of these factors are authenticated, or even if some of them are not, does it make sense that I would be purchasing a meal at a McDonald’s in Atlantic City?

  • Did I recently book a flight and fly from my California home to Atlantic City? This could explain “why” I was there.
  • Is it lunchtime? This could explain “why” I was making this transaction.
  • Is my stomach growling? This could indicate that I am hungry, and could explain “why” I was at such a fine food establishment.

Admittedly, employing data warehousing and artificial intelligence to use the “why” factor to authenticate a small fast food purchase is overkill, just like it’s overkill to require three biometric identifiers and a passport to open a physical mailbox.

But perhaps use of such an authentication factor would be appropriate at a critical infrastructure facility such as a nuclear power plant.

Assume for the moment that I am a double agent, employed the the U.S. Department of Energy but secretly a spy for an enemy country. All of the five authentication factors check out, and I am the person who is authorized to visit a particular nuclear power plant.

But why am I there?

Am I there for some regular U.S. Department of Energy business that is totally above board?

Or am I there for some other unknown reason, such as theft of secrets or even sabotage?

How to implement the “why?” authentication factor

I believe that a “why?” authentication factor could be very powerful, but it would take some effort to implement it.

First, the authentication system would have to access all the relevant data. In the McDonald’s example above, that includes (a) my flight data, (b) the time of day, and (c) my health data (“biometrics” in the broader sense). In the nuclear power plant example, the authentication system would have to know things such as nuclear power plant inspection schedules, trip authorizations from my supervisor, and other data that would indicate a reason for me to be at the plant. That’s a lot of data.

Neural network
By en:User:Cburnett – This W3C-unspecified vector image was created with Inkscape ., CC BY-SA 3.0,

Second, the authentication system would have to process all the relevant data to glean knowledge from it. By itself, the data points “United Flight 123 from Ontario to Atlantic City yesterday,” “1:30 pm,” and “haven’t eaten in six hours” do not allow the system to make an authentication decision.

Third, the authentication system would have to collect and protect that mass of data in a way that protects my privacy and the privacy of others. In the United States at present, this is where the whole system would probably fall apart. While a whole bunch of data is collected about us and placed in silos (the TSA-airline silo, for example), putting it all together could be pretty scary to some. Although certain lawyers in Illinois would love the moneymaking opportunities that such a system could provide via Illinois Biometric Information Privacy Act lawsuits.

So a complete implementation of the “why” authentication factor is probably impossible for now, due to both technical and societal constraints.

But is it possible to implement a subset of the “why” authentication factor? For example, since a company presumably has access to employee corporate travel schedules, could the company use the knowledge of an employee’s flight from Chicago to Los Angeles on Sunday to provide the employee with physical access to the firm’s Southern California office on Monday?

Something to think about.

Maybe I should speak to a patent attorney.

Volvo LIGHTS heavy duty electric truck initiatives in Fontana, Ontario, and Chino

I recently learned that Bill Fries passed away earlier this month. You may not recognize his name, but people of a certain age are very familiar with his voice.

Fries, an advertising executive, provided the voice of the character “C.W. McCall” in the 1970s song “Convoy,” which dealt with truckers using citizens band (CB) radio to communicate with each other about driving conditions and “smokeys” (police officers enforcing the then-universal 55 mph speed limit). The music was provided by Chip Davis, famous today for Mannheim Steamroller.

Even today, truckers are an essential part of goods distribution in the United States.

Across the United States, more than 70% of all goods used in our daily lives—from food to manufactured products—are transported to our stores and homes by trucks. As the nation’s demand for goods continues to reach record levels, our cities are facing an increase in congestion, noise, and air pollution.


The statement on trucking above was taken from the Volvo LIGHTS website. LIGHTS is an acronym for Low Impact Green Heavy Transport Solutions, where “Low Impact” aims to reduce impacts on congestion, noise, and air pollution.

How? Via electricity. Specifically, via Volvo’s VNR Electric truck.

Volvo VNR Electric battery configuration. From

Regardless of how you feel about the good and bad points of fossil fuels, battery power, solar power, nuclear power, coal power, etc., battery power is a part of our transportation solutions. The Volvo LIGHTS project lists five community benefits from using electric trucks. All five are listed here, but I’m only going to highlight one of them.

Less Congestion from being able to make deliveries at night with much quieter truck engines


This particular benefit addresses both congestion and noise, and the other four benefits address these two impacts as well as the impact of air pollution.

Volvo LIGHTS is performing several proofs of concept, three of which are taking place in the Inland Empire.

Fontana (TEC Equipment)

From Volvo LIGHTS (additional details here, including the vehicles deployed and the charging infrastructure):

TEC Equipment owns the West Coast’s largest network of full service, heavy-duty truck dealerships. Through the Volvo LIGHTS project, they introduced a comprehensive sales and service strategy for battery electric trucks and provided fleet operators the opportunity to lease battery electric trucks from TEC Equipment for real-world trials.

In August 2021, TEC Equipment was named Volvo Trucks’ first EV Certified Dealer in North America, indicating that their maintenance and repair crew at their Fontana dealership is fully trained and equipped to meet the service needs of fleets operating these advanced zero-emission trucks.

Back in 2020, TEC Equipment commented on the initiative on its website:

“We are proud that our Fontana dealership will be first in in North America to pilot the Volvo VNR Electric model,” said David Thompson, president and CEO of TEC Equipment. “Through the Volvo LIGHTS project, we are gaining valuable hands-on experience for our drivers and maintenance staff to ensure that we are well prepared to support the widescale deployment of these advanced, zero-emission trucks throughout the Southern California freight corridor.”

Ontario (Dependable Supply Chain Services)

From Volvo LIGHTS (additional details here):

Dependable is demonstrating the ability for battery electric trucks and equipment to successfully transport goods in its daily routes, as well as at its warehouse facilities. To ensure the ongoing reliability of the trucks and maximize uptime, DHE is road testing Volvo’s remote diagnostic onboard technology, which will alert TEC Equipment in advance when its battery electric trucks need maintenance.

The onsite smart chargers use Greenlots’ cloud software to integrate with Volvo’s truck telematics to balance the needs of the vehicle, facility, and utility grid. To further mitigate grid impacts and energy costs, DHE also integrated onsite solar panels and hopes to garner the benefits of second-life batteries.

In this Vimeo, Dependable’s drivers identity other benefits of electric trucks, including an increased ability to hear emergency vehicles, as well as a decrease in smelly fuel-saturated clothes after your shift is over.

Incidentally, the references to “Greenlots” on the Volvo LIGHTS website for Dependable (and for NFI, below) are outdated. Shell acquired Greenlots in 2019, which now does business as Shell Recharge Solutions. Shell isn’t putting all of its eggs in the fossil fuels basket.

Chino (NFI Industries)

From Volvo LIGHTS (additional details here):

NFI is demonstrating the ability for battery electric trucks and equipment to successfully transport goods in its daily routes, as well as at its warehouse facilities. Having confidence that the trucks can reliably complete their routes was critical for NFI. Their fleets are road testing Volvo’s self-learning driveline control algorithms enabling drivers to optimize energy usage and range.

The onsite smart chargers use Greenlots’ cloud software to integrate with Volvo’s truck telematics to balance the needs of the vehicle, facility, and utility grid. To further mitigate grid impacts and energy costs, NFI continues to explore the viability of onsite solar panels.

NFI is working with Volvo, Daimler, and others on an ambitious project to “[o]perate the first 100% zero-emission drayage fleet in the U.S. with the deployment of 60 battery-electric tractors.” NFI wants to achieve this by 2023.

What does this mean?

These and other initiatives allow trucking companies to realize the benefits described above, from improved distribution to nicer smelling uniforms. The initiatives also allow flexibility should our diesel supplies be threatened.

And the Inland Empire, with its extensive warehousing footprint, provides an ideal proving ground to see whether these technologies will work in practice.

But I don’t know that electric trucks will give us any good songs.


Want to buy an Eastvale restaurant franchise?

You can learn anything via search engines.

You can learn how to order online from the Eastvale, California franchise location of Which Wich Superior Sandwiches.


You can learn whether people like the location via Yelp reviews.

And if you dig deep enough, you can learn that the franchise location is for sale.

Now I am nowhere near an expert on franchising, but there are possible benefits to buying an established franchise rather than starting a new franchise. For one, you have instant revenue due to the existing sales (gross $480,000 from both foot traffic and delivery orders), so you don’t have to build up your business from scratch.

And the business owner, who is retiring, has some advice for the new owner. Depending upon what source you check, this location opens at 10:00 am and closes at either 6:00 pm or 7:00 pm, presumably because the owner doesn’t want to work early in the morning or late in the evening. But this offers an opportunity for the new owner.

Please open it for breakfast and dinner. There’s no place except MOD Pizza for dinner in that shopping center.


So if you want to run a sandwich shop and have six figures to spend, go for it.

And if you buy it and need some specialized marketing help, Bredemarket serves Eastvale businesses. I can’t answer all of a restaurant’s marketing needs (I don’t do menus, for example), but perhaps I can help you write the words for a B2B catering service that augments the restaurant’s regular revenue. Perhaps my Bredemarket 400 Short Writing Service could help you come up with a two-page handout to local businesses needing your catering.

Especially if you expand the shop’s hours and offer breakfast and dinner service.

If you’re an Eastvale business of any type who can benefit from Bredemarket’s content marketing and/or proposal services:

Bredemarket announcement: discontinuation of editing offerings

Behind the scenes, I have been spending the past month examining the services Bredemarket offers, and how my service offerings can best meet my goals for 2022 (including the super-secret goal that I am not publishing). As a result of this examination, I plan to make several changes to Bredemarket’s service offerings, one of which I am announcing today.

Effective immediately, Bredemarket is no longer offering editing services.

By Evan-Amos – Own work, Public Domain,

Some of you will recall that my “What I Do” page originally listed five writing service offerings:

I have reduced my writing offerings to three. As of today, I have discontinued the two editing services.

As I stated in my FAQ:

I prefer to concentrate on writing rather than editing. There are plenty of editors available.


I anticipate that I will perform additional-fine tuning to Bredemarket’s service offerings. I will announce these as necessary.

If you have any questions…