Supplied by Truck and Bus Wales & West, the FH-540 6x2 tag-axle tractor unit has a Globetrotter cab, which carries special artwork to commemorate the life of the Mid Glamorgan-based operator's late founder, Alan Price.
The image depicts the founder – originally a farmer – with a herd of red deer, as Price was among the first to invest in the growing venison market in the UK.
The new Volvo is coupled to a BMI ejector trailer, equipped with a donkey engine.
"We find that a Volvo is the best truck for our operation as they are very reliable and their longevity is very good," says Ray Price, son of the founder. "We go for the tag-axle as they are lighter and better than the double-drive on fuel."
The deal was clinched by the good relationship his business enjoys with the dealer, he adds. "They tick all the boxes and bend over backwards to help us."