Toyota Material Handling continues to Drive Industry Awareness Regarding the Importance of Operator Training and Safety Culture with the ‘Every Move Matters’ campaign
Toyota Material Handling is reinforcing its commitment to operational safety by supporting the 12th annual National Forklift Safety Day, which will take place on Tuesday, June 10, in Washington, D.C.
Hosted annually by the Industrial Truck Association (ITA), National Forklift Safety Day highlights the critical importance of operator training and responsible forklift use. With approximately 4.5 million forklift operators in the U.S. workforce, Toyota continues to emphasize the importance of fostering a culture of safety as a cornerstone of operational success.
“At Toyota, we understand that a lasting culture of safety is built on sharing knowledge and best practices, which we call yokoten,” said Bret Bruin, Vice President of Toyota Sales for Toyota Material Handling North America (TMHNA). “Operator training supports our shared responsibility to protect lives and prevent incidents.”
Toyota has supported National Forklift Safety since its inception in 2014, when Brett Wood, then President and CEO of TMHNA and currently the ITA Chairman, served on the founding committee. Only the second person in the ITA’s 70-year history to be elected twice as Chairman of the Board of Directors, Wood has led pioneering advancements in the industry, emphasizing sustainability, safety, and technological innovation during his more than 35 years in the material handling industry. Wood will speak during the 12th annual event at the National Press Club in Washington, D.C., on Tuesday morning.
This year, Toyota is championing the theme “Every Move Matters,” which emphasizes how everyday decisions such as checking blind spots, buckling seatbelts, and maintaining safe speeds lay the foundation for a safer work environment.
Toyota’s commitment to innovation is evident through nearly 30 years of its patented System of Active Stability™ (SAS). This technology reduces the risk of forklift tip-overs and transformed industry safety standards. Building on that foundation is the Smart Environment Sensor Plus™ (SEnS+), which enhances situational awareness by helping operators detect pedestrians and obstacles in certain environments. SEnS+ features include dynamic zoning, adjustable truck slowdown, and backward movement prevention. Both technologies are integral components of Toyota Assist, a comprehensive suite designed to enhance operability, productivity, and operator awareness.
During Wood’s first term as ITA Chairman, he helped develop the association’s inaugural Lifting America: The Economic Impact of Industrial Truck Manufacturers, Distributors and Dealers report. The 2025 edition reveals that the industrial truck sector directly supports 257,500 jobs in the United States. For each of those, 2.8 jobs are created across the broader economy, emphasizing the industry’s widespread influence and its responsibility to lead with a safety-first mindset.
Toyota’s customer-first approach reflects its foundational principle of kaizen, or continuous improvement. Through its network of over 230 dealer locations across North America, Toyota offers complimentary site surveys, expert consultations, and training programs. This focus on education supports the industry’s mission to provide consistent and effective safety training across all sectors.
Toyota’s continued support of National Forklift Safety Day reflects its dedication to corporate social responsibility and to helping others carry the load.
Learn more about Toyota Material Handling’s safety initiatives at ToyotaForklift.com.
