AIR CARG O WEEK


FLOWER TRANSPORTATION F


HOW AIRLINES NAVIGATE VALENTINE’S DAY FLOWER FREIGHT


BY Anastasiya SIMSEK 12 W


“Maintaining early and continuous cooling is essential.”


hile 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.”


Planning begins before the roses are cut 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.” That same level of early engagement is mirrored at Etihad. “Planning


typically begins several months in advance,” says Newbold. “Capacity decisions are finalised well ahead of the peak to protect service quality and avoid congestion.” Even with careful preparation, Valentine’s Day brings unique


complications. There’s little flexibility. Unlike other cargo, you can’t delay delivery or push volumes to the next week. “Valentine’s Day combines extreme volume peaks with fixed delivery windows,” Newbold explains.


airports, limited cool-chain space, and tight build-up slots mean there’s little room for error on the ground. AFKLMP mitigates this by leaning on key regional hubs such as Curaçao and Panama — both designed to optimise flows from Latin America.


ACW 09 FEBRUARY 2026 www.aircargoweek.com


Etihad relies on its IATA CEIV Fresh-certified infrastructure in Abu Dhabi, where fast transit and coordinated handovers help keep product moving. “Common bottlenecks include origin-side congestion,


limited cool-


chain infrastructure, and tight connection windows,” says Newbold. “All of which are mitigated by Abu Dhabi’s certified hub operations and coordinated transfer processes.”


Minute-by-minute cold chain To meet the spike, both carriers adjust flight schedules and deploy additional freighter capacity from key flower-producing regions. But even the best network planning only goes so far — it’s the minute-by-minute handling that protects the product. “Where required, we can support demand spikes with additional


freighter capacity,” says Post. “With careful planning and coordination, flowers are accepted, stored in cool facilities, and transported ef ficiently to the aircraft, where temperature control continues.” Etihad’s FreshForward solution takes a similar approach — one that


prioritises freshness above all else. “Every operational decision is guided by a single priority: maximising vase-life on arrival,” Newbold notes. Once cut, a flower begins to degrade. And once heat enters the product,


the damage is done. “Once heat enters the product, it is very dif ficult to remove,” Post


warns. “Maintaining early and continuous cooling is essential.” Both carriers rely on more than refrigeration to maintain cold-chain


integrity. Tracking technologies and smart packaging now play a key role — of fering a window into every shipment in real time. “Many


growers and importers are increasingly using trackers


and sensors within shipments,” says Post. “This provides greater transparency across the cool chain and helps identify opportunities for improvement.” Etihad has gone further with its SmartTrack tool, which monitors


“While demand increases significantly,


tolerance for delay does not.” And those delays can begin well before take-of f. Congestion at origin


temperature, humidity, light exposure, and location from origin to destination. “It allows potential issues to be identified and addressed before they impact quality,” Newbold explains. At AFKLMP,


the partnership with FlowerWatch adds another layer


of insight — turning scientific data into practical safeguards. “By leveraging FlowerWatch’s scientific insights and best practices, we can proactively identify and mitigate risks to flower quality,” says Post.


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