Valentine’s Day has become a blooming trade in flowers for IAG Cargo as preliminary figures from key Latin American producers, show that flower volumes from the important markets of Colombia and Ecuador have increased by about 25 per cent on last year’s peak season, reflecting blossoming consumer confidence in Europe.

The increase in the flowers carried from Ecuador is also related to the direct operations from Quito to IAG Cargo’s hub in Madrid that started in 2013. This is supported by a three per cent increase in flowers being transhipped through IAG Cargo’s Heathrow hub in the first week of February compared to the same period in 2013.

David Shepherd, global head of commercial at IAG Cargo commented: “While flower shipments have been relatively stable during the economic downturn, the initial data for our LATAM cargo flows show an increase on last year. Flowers are one of the most resilient products we fly, and since the economic downturn we have actually seen flower volumes grow, not decrease. We now boast some of the best floral facilities in the world to help get Valentine’s flowers to market looking as fresh as the day they were picked.”

To ensure that flowers from Latin America arrive in as fresh a condition as possible, IAG Cargo has been investing in its specialist Constant Fresh infrastructure in Madrid airport. The facilities now operate at a steady 2°C instead of 8°C which had previously been the lowest temperature available, helping to keep perishables in good condition. The improvements also include the installation of compressors and evaporators both inside and outside of the building where flowers are stored.

IAG Cargo is looking to expand its flower handling business in Madrid, targeting buyers in France, the Netherlands and other key European centres. While flowers are carried by IAG Cargo throughout the year, flower shipments peak in the run-up to All Saint’s Day (1 November), St Valentine’s Day (14 February) and Mother’s Day in the UK (13 March). Other high traffic dates for flower shipments include St George’s Day, honouring Barcelona’s patron saint on 23 April, and the day of the Virgin of the Pillar on 12 October.