The cold chain is made up of two logistic systems. The first one refers to the surface storage which consists in refrigerated warehouses for storage of temperature sensitive products. The second one refers to the refrigerated transportation, reefer trucks, containers, ships and trains that transport temperature sensitive products.

1. Strategic importance of cold chain systems for brand
integrity
As mentioned in previous posts, demand for healthcare cold chain logistics is rising. The cold chain is a
part of the supply chain including production, storage and distribution of perishable products demands
temperature control in order to preserve the characteristics and value of the product. The money spent in
creating the final product (development, testing, manufacturing) are at risk within the cold chain. If not
handled properly, brand integrity can be damaged, as well as customer confidence altered and loss of
market share.
The cold chain is made up of two logistic systems. The first one refers to the surface storage which
consists in refrigerated warehouses for storage of temperature sensitive products. The second one refers
to the refrigerated transportation, reefer trucks, containers, ships and trains that transport temperature
sensitive products.
Why is the cold chain important?
First and foremost the cold chain must comply with government regulations.
The continuously high demand from customers for high quality food drives companies to implement a
reliable cold chain.
Due to the damage it can cause to brand integrity, customer confidence and profit, cold chain systems
have a strategic importance to companies.
Keeping and improving effectiveness in the cold supply chain is important. The best way to do this is
by minimizing contact points in the supply chain. By doing this you not only reduce the cost of the cold
chain but improve the cold chain process.
Companies within the cold chain systems will have to invest in technology, infrastructure and service
standards. Long term these investment will help minimize the total costs of the cold chain.
To keep the cold chain secure, requires technology, effort and communication. Each is critical for the cold
chain’s storage and distribution activity. Cold chain systems and processes can have a big impact on
customer perception and on company brand. The storage and distribution of perishable products must be
in the same condition the entire process of transportation.