"Investing in standardized logistic procedures would provide beneficial effects for all"

"The floral industry is facing a true turning point - and particularly regarding its logistic practices", explains Mauricio Gleiser of Vacuum Cooling Colombia, a vacuum cooling system and logistics services supplier who invested almost 25 years in researching the cold chain logistics. "Common logistic practices, used by floral companies along the past 50 years - between South America and the US - have been proving the need for urgent changes.The unexpected COVID-19 pandemic has accelerated the process and brought the industry into an extremely risky situation."

To justify his claim regarding the need for a change, Gleiser refers to several investigations that are pointing out that logistics and consumer experience are closely linked to each other. "The perception of flower of the US consumer is low and only becomes worse during holidays. It all mainly has to do with the logistics that are currently not shipping the flowers in optimal conditions. Good quality flowers loose quality during their trip to the US and this can only be solved by admitting to importance of logistics - the science behind it and looking into new ways of shipping - and undertaking action collectively. So, investing in standardized logistic procedures would provide beneficial effects for all and individual farms quality features would remain at their best." 

The team of Vacuum Cooling (with Mauricio Gleiser in the middle) at the Proflora 2019, in Bogota, Colombia.

Flowers and science
According to Gleiser, the decrease in consumption of flowers in the US, was stressed long ago already. "In 2000, a negative trend was identified (between 1990 and 2000) regarding the preferment of (fresh cut) flowers among consumers as gift items. In that same quarter, scientist from all over the world gathered in Florida to attend the 7th Symposium on Flowers Postharvest. Their warning was sound and clear: temperature management (cold chain) is the single most important element to get long vase life of flowers. Lack of it would lead to dissatisfaction of consumers. They also stressed the much higher importance of temperature versus speed."

In research that was conducted a few years later, in 2005 by PhDs George Staby and Michael Reid, the cold chain from Bogota, Medellin (Bogota) and Quito (Ecuador) to Miami (USA) was investigated. The main outcome of their investigation, all written down in their Whitepaper, is that flowers and plants were shipped through various marketing channels at temperatures that were often too high, resulting in increased shrinkage, disappointed customers, and decreased profits for all segments of the floral industry.  

Holidays making it worse
The U.S. floral industry has been driven mainly by holidays and special events and according to Gleiser, this only makes the perception of the consumer regarding fresh flowers even worse. "Consumers already have a perception of low value and this is the result of lack of consistency. In quality (vase life) along the year and peaks on holidays, when the maximum exposure is reached and consumers are then reminded of the worst case scenario: exactly the opposite to what the industry needs."

Airlines play a major role
According to Gleiser, airlines play a major role in this issue. "From my 25 years of experience in the air freight logistics of flowers, at airport level, I can tell for sure that the priorities of carriers are more oriented to protect the airline operation, in its extremely narrow time frame, rather than taking care of the quality issues of flowers. There is a very fine line between their own commercial interests and with their customers´ and it is noticeable that their business objectives can not be fully satisfied by floral, especially on holidays."

Improved logistics model - shipping in reefer containers
Increasing the perception of the consumer regarding flowers. According to Gleiser, it is possible and when comparing the consumption per capita in the US with the consumption per capita of other countries, there is much to gain. However, logistics need to improve. "An improved logistics model must be enforced consistently and massively, and as much as possible on holidays. In this way, only the best product reaches 'holiday only consumers' and hopefully some of them turns into an 'everyday consumer'."

This new model is based on shipping in reefer containers, as much as possible, into selected maritime ports, close to distribution centers, explains Gleiser. "This model demands a specific expertise, related to the fact that flowers are living (not inert) materials therefore subject to diseases (botrytis, ethylene, dehydration and other) on a longer period of time."

"Quality wise, the results can be much better than the air model, if products are properly handled at origin: low and homogeneous temperature, ie: 33-36 F, and free moisture is removed using the vacuum cooling proven technology."

"Costs wise, product can be cheaper than air+truck, especially on holidays. The new risk is to surrender to the temptation to aim to the 'cheapest possible' handling methods, neglecting on the quality needs." 

Achieving it collectively
Gleiser stresses the importance of achieving this together and according to him, now would be the right time to do so. "'We are in this together' is the motto this COVID-19 crisis. So, actually, we need to take advantage of this togetherness and carry it through in the entire supply chain. Everyone is responsible for the current situation regarding logistics. So, investing in standardized logistic procedures would provide beneficial effects for all and individual farms quality features would remain at their best. All segments of the industry will have to have a part of the input. A new perception, based on the truly improved and consistent value shall generate the basis of a new culture of buying for own use."