Cold Chain Challenge: Meeting Increased Demand for Fresh and Frozen Food

In the survey, one of the respondents replied explicitly, “It’s a shared journey, absolutely. I think it has to be, because [the cold chain providers] are effectively stewards of our quality program and our brand.”

GCCA’s report summarized the next turn in the economic dynamic of increased demand. Temperature-sensitive food in a global transportation market, where supply lags but technology is greatly advancing, will rely heavily on suppliers that respond to this market.

Like the Chiquita bananas that find their way into Tampa’s cold storage facilities, the increasing volume of imported fruits, vegetables, and other perishable foods will only grow more. Cold chain suppliers must expand to meet this need. New technology will help, as will the acquisition of new logistics assets. Cold chain logistics providers, from ships to rail carriers, telematics developers to warehouse providers, will all be expected to play an important role: to serve as an extension of the brand that delivers quality food, safely. All eyes are on cold chain logistics.

GCCA’s report summarizes it succinctly: “Cold chain providers must find opportunities to position themselves as an integral part of the customer’s food, safety, and brand initiatives. Nothing is more important to food manufacturers than ensuring the safety of their food. Cold chain providers are experts in that process and critical to it. To be an extension of the brand, providers must create dialogue and build the brand into the conversation when communicating with customers.”

Romeo is a journalist focused on business and technology and is based in Chesapeake, Va. Reach him at [email protected].