I heard this phrase repeatedly from an executive whom I held in high esteem during my time at Hamburg Süd. It simply and accurately summarizes a recurring problem in the shipping industry: inconsistent customer service.

Let the purpose of this column not be misinterpreted. It is not intended as a criticism of the shipping sector; quite the contrary, the effort and magnitude of the investments made in recent years, both in fleet and in equipment and technologies, are undeniable. Likewise, shipping companies have adapted their itineraries and services with the aim of offering a better standard of transport for perishable cargo, particularly fresh fruit.

The point we wish to raise is different: shipments of fresh produce require a level of attention, monitoring, and communication that, in practice, is not always fully met. This situation is especially relevant for medium-sized producers, who do not have large internal departments dedicated exclusively to coordinating international maritime transport.

This model of communication and customer service by shipping lines has consequently led to the need for intermediaries between these producers and the shipping lines themselves. Far from being a dispensable player, the intermediary fulfills a critical function: translating operational needs into concrete logistical solutions, ensuring continuous cargo tracking, anticipating contingencies, and acting as a single point of contact when speed of response is crucial to the final condition of the product. Whether through freight forwarders—general or specialized in perishable cargo—or independent consultants, these players continue to provide real and measurable value in a segment where time, information, and coordination are decisive factors. 

In an increasingly complex, technologically advanced, and demanding logistics environment, the challenge lies not only in having better ships, equipment, or routes, but also in ensuring effective, timely, and human communication. As long as this gap persists, the intermediary will remain a key piece of the logistics machine, especially for producers who require close and specialized support. At the end of the day, in the transport of fresh produce, the real difference often lies not in the rate or capacity, but in who answers the phone when it's most needed.

– Improved salinity management: Rain can push salts down and clean the root zone.

– Spring boost: Improved hydration supports growth and can help establish more uniform flowering and fruiting.

Remember: Rain is good, but…

An active system also means that orchard management is just as important as the rainfall itself. When storms arrive in waves, standing water, erosion, and access problems can quickly arise. Here's a quick checklist for the orchard:

– Clean drains, berms and culverts before the heaviest bands of rain arrive.

– Avoid compaction: Keep heavy equipment out of saturated rows to prevent rutting and long-term damage to the soil.

– Observe low-lying areas and standing water: Prolonged saturation can invite root problems in areas with poor drainage.

– Schedule nutrition appropriately: Consider postponing fertilizer applications until after the heaviest rain to reduce leaching.

– Orchards on hillsides: Check the protection of slopes, roads, embankments and known problem areas for landslide risks.

Market Note

With harvest activity typically light at this time of year, the focus shifts to orchard conditions and preparation for the next growing season. Steady winter rain that is absorbed without excessive wind or slope damage is a win for Southern California orchards heading into the new year.

In short, we accept the rain… intelligently ¹.

Gary Clevenger
Freska Produce International, LLC
gary@freskaproduce.com