At Big Joe, we’ve always believed that progress isn’t just about machines—it’s about people. For over 75 years, we’ve stood shoulder to shoulder with the operators, dealers, and businesses that keep the world moving. Today, as our industry faces unprecedented change, we’re doubling down on that commitment with renewed purpose.
Our new mission is simple yet powerful:
Empowering the people who move things.
This isn’t just a statement—it’s a promise. Every innovation we deliver and every solution we design starts with the people behind the wheel, in the warehouse, and on the front lines of material handling. Empowerment means equipping them with tools that make their jobs safer, easier, and more productive. It means listening, collaborating, and building technology that meets real-world needs - not just chasing trends.
But empowerment alone isn’t enough. The material handling industry is transforming at a pace we’ve never seen—from internal combustion to electric and now toward fully autonomous solutions. That’s why our vision is bold:
To be the trusted partner delivering disruptive solutions that accelerate the industry's transformation from internal combustion to electric to fully autonomous.
This vision positions Big Joe not only as a participant in change but as a driver of it. We’re leading the charge toward sustainability and automation through practical, disruptive innovations that redefine what’s possible. We’re doing it the Big Joe way—with trust, transparency, and a relentless focus on partnership.
Our tagline, Powering Progress, captures the essence of this journey. Progress isn’t just about technology—it’s about creating a future where businesses thrive, operators succeed, and the industry advances together. That’s what we stand for. That’s what we’re building.
As we step into this new chapter, I invite you to join us. Together, we’ll shape the future of material handling, one empowered operator at a time.
Let’s power progress. Let’s move the industry forward.
All the best,
Dan Rosskamm
Chief Executive Officer
Big Joe Forklifts
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