How can fleets move beyond National Truck Driver Appreciation Week to make driver recognition a year-round priority? In this episode of The Carrier Code Podcast, hosts Christy Choice, Justin Copeland, and Rocco Marrari explore the connection between consistent appreciation, stronger driver morale, and higher retention. They share practical strategies for building a lasting culture of recognition, including gathering authentic driver feedback, creating effective committees, and budgeting for impactful events. The discussion also highlights creative appreciation ideas that resonate with drivers, the importance of C-suite involvement, and ways to address the unique challenges drivers face on the road. Designed for fleet leaders, executives, and HR professionals, this episode is a blueprint for moving beyond a single week of celebration to building a company culture where drivers feel valued every day.