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Cold chains, actions for the new normality

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The pandemic crisis has shed a light on challenges that the logistics and retail sectors already possessed, in addition to making them face new ones, such as a constantly changing consumer, exorbitant transport rates, or closed distribution channels. In the case of cold chains, however, the situation presented an unparalleled opportunity: the total value of the global cold chain market is expected to grow by 60% by 2028, reaching a value of 410.79 billion dollars (Verified Market Research, 2022)[1].

If we have learned something in these months it is that the consumer is increasingly educated, only trusting brands that can guarantee optimal product conditions. At maxiaNET, we believe that this principle is especially valid for foods and beverages that should be kept at a specific temperature range to preserve their quality. 

Thus, now that the so-called “new normality” has settled in, we propose three actions for those of us who incorporate or manage cold chains: 

Total visibility, based on state-of-the-art technology and processes. A few months ago, the results of a survey carried out by IBM and IDC (2020) with global leaders on the investment in technology and networks for the supply chain were published. 45% of respondents stated that the main result for their investment was the ability to support an agile supply chain.[2] And here lies the secret: the more resilient and agile a chain is, the more satisfied consumers will be. In the case of cold chains, this means digitizing the end-to-end visibility processes. 

Renewal of logistics in cold chains. As long as more manufacturers understand the advantages of investing in this field, it will be easier to incorporate economies of scale such as shared trucks with products from different categories, trips where the transport does not return empty, or shared refrigerated capacity. These are just some strategies that maxiaNET is already working on with its clients. 

Education on the advantages of comprehensive logistics processes in cold chains. For all involved, there are direct benefits to educating distributors and retailers about the importance of temperature-controlled shipping, storing, and displaying of products. 

Here are some of the advantages:

1. Ensure the freshness and original flavor of the product when it reaches the point of sale. 

2. Prevent chemical changes in the product, avoiding processes such as oxidation and fermentation that may affect product quality. 

3. Extend shelf life. 

4. Design a commercial strategy compatible with international market standards. 

5. Generate competitive advantages for the brand.

At the end of the day, we are all working to ensure that the consumer is increasingly satisfied with the brand we represent. And offering high-quality products will always be the best way.


[1] Cold Chain Logistics Market Size And Forecast, Verified Market Research, 2021. Consulted on March 2022.

[2]  The Key Steps to Achieving Resilient Global Supply Chain Operations, IDC sponsored by IBM, 2020. Consulted on March 2022.

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