Where once the focus of the cold chain was on preparing for worst-case scenarios and recovering from disruptions, companies in the cold chain sector are today focused on assessing potential challenges with greater foresight, often planning on a weekly, monthly, and even annual basis.

As a result, there has been a noticeable rise in joint business planning across the cold chain ecosystem. Industry players – from logistics providers to suppliers and service partners – are increasingly coming together as a unified team to identify potential roadblocks and address them collaboratively.

While the sector is far from immune to challenges, the emphasis is now on early identification and pre-emptive action. By working together, companies can not only minimise disruptions but ensure the continued smooth operation of the global cold chain network, safeguarding the integrity of sensitive products every step of the way.

“While we may see challenges on the horizon, the key is to come together early as one unified team. Whether you’re a partner, a supplier, or another stakeholder, collaboration is essential. By working together, we can overcome any potential challenge,” Niklas Adamsson, CEO Interim and COO at Envirotainer, explained.

Capacity building

As cool chain logistics is highly reliant on robust and flexible tools, the industry has been looking at securing capacity and building infrastructure in recent years, ensuring that it’s scalable and ready for when it’s needed.

“We’ve come to understand that when the need arises, we can’t afford to scramble for resources — we need that capacity in place ahead of time,” Adamsson stated. “It’s not as simple as needing a new warehouse overnight. As an industry, we’ve focused on building the necessary capabilities and infrastructure to be prepared whenever we’re called upon.

“On a more operational level, we’ve also made significant strides in how we assess trade lanes and ensure our operations are as efficient as possible. We’ve learned to proactively manage risks by considering various ‘what if’ scenarios, such as potential disruptions at specific airports or customs issues at the destination.

“This has enabled us to develop strategies to address these challenges quickly and effectively, ensuring that we’re ready to tackle any disruption, no matter when or where it occurs.”

Preparing for challenges

The sector is grappling with the impacts of geopolitical instability, supply chain disruptions, and shifting global trade dynamics, something that can be particularly concerning for a segment that relies on swift and secure delivery routes.

“To effectively assess the situation, it’s important to approach it on multiple levels. First, at the ground level, you need to evaluate whether you have the necessary infrastructure in place globally. Can you ensure infrastructure coverage no matter where you operate? The answer should be yes — you must have the infrastructure in place wherever you need it,” Adamsson explained.

“However, infrastructure alone is not enough. In today’s world, the ability to find solutions is critical, and this is heavily reliant on a strong network of suppliers. While you might have regional and local infrastructure in place, it’s also essential to have solid partnerships with freight forwarders and the right airlines to expedite shipments as needed.

“A good example of this is how we’ve managed to remain operational in Israel despite the challenges there. We’ve built the necessary infrastructure and collaborated with our partners in the region, ensuring we could meet the ongoing demand for pharmaceuticals. Despite the conflict, the need to serve patients remains unchanged, and we have maintained our ability to fulfil those needs.”

Data-driven solutions

Advances in tracking, visibility, and data sharing have been providing companies with tools to ensure the safe and timely transportation of temperature-sensitive goods. Traceability has become not just an added benefit but a necessity in today’s logistics environment.

“We’re seeing it being rolled out more extensively, and it’s becoming an integral part of how operations are managed,” Adamsson outlined. “On the technological side, it’s all about enabling data, visibility, and transparency — tracking geolocation, environmental conditions, and other specific factors relevant to each shipment. This technology allows you to respond quickly to any deviations from the planned conditions.

“On the human side, it’s about having the right operational procedures in place and preparing for various ‘what-if’ scenarios. For example, if a shipment is delayed at a specific airport and is exposed to heat for longer than expected, how do you react? In these situations, having the proper infrastructure, including partners who can intervene and address the issue quickly, is crucial.

“Ultimately, building infrastructure for data visibility and traceability is essential, but you can’t overlook the importance of physical and human resources. Without both, you may see problems arising, but you won’t be able to act on them effectively.”

Expanding networks

The global nature of the cool chain means that successful logistics operations are highly dependent on robust networks and partnerships, leaving companies continuously assessing operations and opportunities.

“Given the current global developments, we are likely to see new markets opening up, which in turn presents new opportunities for airlines. These emerging markets could become more profitable routes, and as a company, we are focused on following the business. If there is demand to establish new network capabilities globally, we are committed to responding accordingly,” he explained. The development of specialised ‘pharma corridors’ and partnerships with key carriers is central to this expansion.

“Together with our airline and freight forwarder partners, we are able to serve the global market. While competition is healthy and pushes us to improve, our primary focus is not on the competition itself but on staying ahead of the game every day. We are committed to continuously improving our solutions, networks, service levels, and partnerships,” he continued.

“As one of the largest players in the industry, we understand the responsibility we carry in driving the industry forward. This is something we’ve been doing for the past 40 years, and we remain focused on shaping the future of the sector.”