While systems are modernising quickly, people strategies are not. Moving a flower from farm to vase without losing its freshness is a logistical act of precision. And when that flower is part of a shipment of hundreds of tonnes, all bound for shops, florists and fulfilment centres ahead of Valentine's Day, the stakes become even higher.
For cargo carriers, this isn't just peak season. The challenge isn't just volume — it's temperature and timing. "Flowers are among the most unforgiving commodities in air cargo," says Andy Newbold, Head of Commercial Cargo at Etihad Airways. "Their value is directly linked to freshness and remaining vase-life, which means even minor temperature deviations or short delays can have a disproportionate impact on quality."
For airlines like Etihad Cargo and Air France KLM Martinair Cargo (AFKLMP), success starts months ahead of the Valentine's peak. Forecasts are discussed, extra capacity is planned, and infrastructure is prepped — often before demand has even fully materialised.
"We are regular, weekly, and sometimes daily, in contact with our customers," explains Julius Post, Business Development Manager Fresh at AFKLMP. "As the end of the year approaches, demand forecasts become clearer, allowing us to fine-tune capacity planning and operational adjustments."
Read more at Air Cargo Week
