Fresh-cut flowers don’t wait. Their value fades with every hour lost to poor handling, customs bottlenecks, or imprecise cold chain conditions. That’s why airfreight remains not just relevant, but indispensable, in the global floral economy.
While the flower trade might conjure images of romance and celebration, the logistics behind it is anything but sentimental. According to the International Air Transport Association (IATA), the global airfreight value of flowers has surged from $852 million in 2003 to US$3.7 billion in 2024. Behind this growth is a shift in both import and export dynamics.
The United States remains the largest importer, accounting for over 53 percent of the global flower market, followed by the Netherlands at 31.2 percent—largely due to its function as a central European hub. The UK, once a dominant player, now represents just 5.5 percent.
On the export side, Colombia, Ecuador, and Kenya lead the way, with Ethiopia now emerging as a notable contributor. Trade liberalisation has opened doors for these economies, but without air cargo advancements, that opportunity would wilt on arrival.
Speed above all
Cut flowers are one of the most perishable goods in commercial trade. From harvest to retail display, the race against degradation begins within hours. “Unlike sea or road freight, which can take days or weeks, airfreight allows flowers to reach global markets within hours,” a technical overview from Stellavia highlighted.
To maintain integrity, flowers must be shipped between 0°C and 4°C, often with 95 percent humidity to prevent dehydration. This cold chain infrastructure—refrigerated trucks, temperature-controlled warehouses, and pre-cooled packaging—is where air cargo operators play a decisive role.
Packaging paradox
Packaging in the flower trade serves two masters: it must insulate against environmental shifts while remaining light enough for cost-effective air shipment. The industry relies heavily on ventilated fibreboard boxes and hydrating gel packs, though innovation in eco-packaging and RFID-enabled tracking is beginning to reshape standards.
But packaging is just one piece of a larger operational puzzle. Flower shipments are highly time-sensitive and require seamless coordination across exporters, ground handlers, airlines, and customs brokers.
Another layer of complexity comes from phytosanitary documentation. Flowers are often subject to CITES permits, country-specific import restrictions, and strict inspection protocols. Delays at this stage can make or break the value of a shipment. The margin for error is narrow, and the consequences—wilted product, lost revenue, reputational damage—are immediate.
Quiet innovation
Advancements in perishable logistics have been central to the growth of flower exports from developing regions. IATA cites “improved refrigeration and logistics” as a key factor behind the expansion of market share for countries like Kenya and Ethiopia. These improvements aren’t headline-grabbing, but they’re quietly transformative.
Innovations include smart containers, integrated control tower visibility, and the use of temperature loggers that feed real-time data back to supply chain partners. This ensures not only freshness but accountability.
Stellavia noted that “by minimising temperature fluctuations, the lifespan of delicate blooms is extended, ensuring they reach consumers in pristine condition.” It’s not just about flowers surviving the flight—it’s about arriving retail-ready.
Specialised chain
This isn’t general cargo. The cool chain for floriculture is a dedicated segment with its own handling procedures, infrastructure, and expertise. As Stellavia put it: “This is not just logistics—it’s a specialised supply chain within the supply chain.”
While many carriers have added pharma-specific services, some are now eyeing florals as a comparable opportunity in terms of margin and required care. High-yield, time-sensitive, and tied to global cultural calendars, flowers represent a niche—but strategically valuable—segment.
