Valentine's season is the most important date for the flower growing sector and for all the actors involved in this fascinating industry. During this time, the demand for flowers increases considerably and all representatives with the sector must work to prepare themselves in order to guarantee their clients that the flowers will arrive on time and in good conditions at their destination point.
Valentine's Day is the peak season for freights at the airport in Quito. Ecuadorian flower exports freighted from Sucre International Airport in Quito, reached 26,266 metric tons in 2024. This has been the largest volume transported during the 11 years of operation of the air terminal, which is located in the parish of Tababela, to the east of the capital.
“This figure represents an increase of 17.3% compared to that of the tonnage exported in 2023, which was of 22,568 metric tons.” Quiport Corporation, the concessionaire company in charge of the management and administration of the airport in Quito.[1]
92% of the cargo transported from the airport in Quito are flowers. Thanks to their exotic and intense tonalities, long stems and, in many cases, a longer shelf life, these flowers are able to be exported to more than 50 countries.
We have interviewed four freight agencies: Direct Cargo, EBF Cargo, Logike Cargo and Flowercargo, to inform about all the advance preparations that are being developed by them to meet both the requirements of the market and the great demand for flowers on Valentine's Day. The main objective of the entire industry is to exceed the amount exported last year and, for this, these agencies are working on strategies to facilitate the processes.
Logike Cargo has prepared based on three main axes:
1. Request for orders and negotiation of rates: We begin by requesting from the farms, marketing companies and importers, information about the additional volumes of flowers that will be sent during this season. With this data, we proceed to negotiate rates and secure spaces with the different airlines or shipping companies. Internally, we prepare the necessary resources, such as transportation, personnel and storage space, in order to handle the high demand of this period.
2. Optimal conditions for transport: Due to the perishable nature of the product, we must ensure that the flowers are kept within optimal conditions throughout the transport chain, for which, and depending on the destination, we analyze the best route option, transit time, cargo handling, temperature management and prices.
3. On-time delivery: Punctuality is essential during this season. It is imperative that flowers arrive on time, meeting the specific Valentine's Day delivery dates. In order to achieve this, we select efficient routes, monitor shipments in real time, and proactively manage potential contingencies.[2]
At EBF Cargo they are preparing for Valentine's Day 2025 through early planning and specific strategies. They have additional freighter planes which hold the necessary capacity to transport large volumes of flowers, optimizing routes and ensuring fast transit times. These planes are equipped with temperature and humidity control systems so as to maintain the freshness of the flowers.
In addition, coordination with the airport in Quito has been carried out to ensure efficient dispatches. Training to its staff has been provided in the delicate handling of flowers, as well as knowhow on the use of the appropriate technology to monitor transport conditions in real time. All this in order to guarantee that the flowers arrive fresh and on time at their final destination, thus satisfying the high demand of the season.[3]
Direct Cargo has a work team with more than 15 years of experience. Starting this month, they will be carrying out advance planning, for the purpose of having an estimated number of orders that will be shipped to each destination; consequently, guaranteeing an efficient service in each reservation of spaces with the goal of achieving success in each Valentine's Day shipment.
With the aim of diversifying our routes and strengthening our global presence, nine solid alliances have been established with leading shipping companies, which will allow these to increase their freight volume by 200% during the Valentine’s season towards destinations as varied as Los Angeles, Chile, Europe, Miami, the Dominican Republic and Peru.
To respond in an agile manner to the needs of our clients during this Valentine's season, a daily charter flight service has been implemented, complementing the regular routes it holds, which have increased by 40% to destinations such as the Middle East, the United States, Chile, Europe, Asia and others.
In order to secure the quality of its clients, Direct Cargo has implemented a Vacuum Cooling system that guarantees that the flowers retain their freshness and beauty for longer.[4]
In addition to all the planning, freight agencies are preparing internally to increase their customer service capacity through various aspects:
Each Valentine's season is different, but every year new challenges are faced. Flowercargo is expanding its cold storage and believe they will be ready to receive the season's orders in their new facilities. In addition to this, the necessary air spaces have been previously reserved to be able to provide their services to all clients.
Having more availability within their cold rooms, counting with a good logistics team of refrigerated trucks, increasing staff during the season in order to optimize sales processes, customer service, coordination and operations, and of course, holding the adequate equipment for monitoring and control.
Preparation for the Valentine's season is a coordinated process that includes all the actors involved: flower growing farms, marketing companies, freight agencies, etc. Each one plays an important role in ensuring that the flowers arrive at their final destination holding the best quality. It is a key date for the economy of the sector and this is why all those involved within the process, work together with the purpose of allowing everyone the enjoyment of the best flowers in the world.
[1] Source : Primicias. https://www.primicias.ec/noticias/economia/exportaciones-flores-san-valentin-aeropuerto-quito/
[2] Santiago Chiriboga, General Manager, Logike Cargo.
[3] EBF Cargo.
[4] Direct Cargo.
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