Flower Power: Can standards bring order to the chaotic flower market?

I.T. on the agenda

One element on the HFA’s agenda is the creation of a customized cargo flight data system to plan shipments, manage supply chain activities and monitor trends. This should help answer calls for a platform that would improve flow of information and provide a structural system for feedback along the supply chain. As AF-KLM’s de Nooijer said, “To optimize the supply chain and create real value the exchange of relevant information is essential.”

Fresco’s Telleman welcomes the idea of IT integration through an independent data platform to which all players can connect, exchange and access information. “Everyone will have insight into the status of each shipment. This will allow all links in the chain to arrange their logistics processes more effectively, while also reducing wait times,” he said.

Harry van der Plas also welcomed the initiative, but said problems remain. “The alliance is good, but I hope this commitment of KLM to the perishables business and the Dutch Flower industry results in investment in freighters,” he said. “KLM has an enormous level of knowledge in house.”

De Nooijer responded that KLM’s freighter footprint has been reduced, but it did not affect it flower traffic. While the carrier discontinued freighter routes in Asia, it has dedicated all four remaining 747Fs to Nairobi, Bogota and Quito. “By doing so we not only maintained high market shares in the flower markets but also improved our operational performance,” by replacing MD-11s with 747-400s, he said.

Mother’s Day will keep the freighters busy this month. But the focus of the HFA is aimed at the year-round supply chain from Kenya, especially the transition points between the stakeholders and how they can add value, but this is a starting point, de Nooijer said. “Later we want to look at other origins,” he said. “For example, South America.”

Back to Top