06 Oct Cold Chain Resilience for the Growth of a B Corp
How Fruselva Reinvented Its Global Refrigerated Logistics to Fulfill Its Purpose
Supporting healthy growth with a scalable cold chain aligned with values
Fruselva is a B Corp with a clear mission: to deliver healthy, high-quality nutrition to children around the world. As demand grew for its purées and refrigerated foods across Latin America, so did the complexity of its global logistics operations.
Managing perishable products from multiple origins required every shipment to be precise, timely, and well-protected. Delays weren’t just inconvenient, they could compromise quality, affect customer trust, and limit brand impact. Fruselva needed more than a logistics provider. It needed a partner aligned with its purpose who understood what was truly at stake.
That’s where Vector came in, also a B Corp. With a shared vision that business should be a force for good, the partnership was built not only on results but also on values.
Three Challenges Fruselva Faced
Cold chain risks from the U.S.
Cold chain risks from the U.S.Most of Fruselva’s refrigerated cargo originated in the United States, raising the stakes. Strict regulations, temperature control, and the need for specialized agents left little room for error. Even small delays or coordination failures could jeopardize product integrity.
Low visibility and reactive communication
Previous providers offered neither real-time updates nor proactive solutions. With perishable goods, the lack of timely information wasn’t just frustrating, it was an operational risk.
Competitive pricing without compromising values
As demand increased, so did the need for cost-efficient logistics. But cost savings couldn’t come at the expense of service quality or the principles that defined the brand. Fruselva needed a partner who could balance both.
Designing a Cold Chain That Operates at the Speed of Trust
To overcome these challenges, Fruselva adopted a logistics approach rooted in reliability and shared values. The solution focused on four key pillars:
- Clear, proactive communication
- Route planning tailored to perishable products
- Cost efficiency without compromising quality
- Direct collaboration with agents at origin and destination
With an average of 8–10 refrigerated ocean shipments per month, consistency wasn’t optional, it was critical to keeping the supply chain strong and scalable.
Logistics to Scale, Not Just to Survive
Every shipment carried more than products, it carried Fruselva’s brand promise. That’s why each move was supported with care, detail, and flexibility.
While most refrigerated cargo originated in the U.S., other origins such as Korea and Thailand were also included, mainly for general cargo. Managing this mix of routes required tailored coordination at each origin.
The cold chain strategy included:
- Cargo coordination and dispatch from the U.S., with additional support for general cargo from Korea and Thailand
- Verified local agents to ensure temperature control and proper handling
- Ongoing rate negotiations to protect margins
- Agile, experienced support in case of deviations or unforeseen events
This project helped me grow both professionally and personally. I had to coordinate across time zones, solve problems under pressure, and build trust even when things didn’t go as planned. This is what real logistics leadership looks like.
Redefining Responsiveness When It Matters Most
Even the best-designed plans face disruptions. What sets a good provider apart from a great partner is how they react when things go off-script.
With previous providers, delays often came with silence or improvisation. With Vector, Fruselva experienced something different: clear, calm, proactive support in critical moments.
What made the difference:
- Real-time updates that built confidence, no chasing required
- Fast, concrete solutions when schedules suddenly changed
- A steady, focused, and flexible partner even under pressure
As B Corps, Vector and Fruselva also share a deeper commitment: achieving results with positive impact. That alignment of values cemented a relationship based on trust, transparency, and long-term vision.
Vector strikes a balance between competitive pricing and professionalism. Their team understands the unpredictable nature of logistics and is always ready to follow up, solve problems, and move forward. It’s a partnership built on trust and shared values.
Impact That Goes Beyond Shipping
Improving logistics wasn’t just about fixing problems. It was about unlocking new possibilities.
Since adopting this new cold chain strategy, Fruselva has achieved measurable improvements across its operations:
- Greater efficiency across three key international trade routes
- Faster delivery times for customers in Latin America
- Improved internal alignment thanks to greater visibility and communication
- Cost savings through smart planning and rate negotiations
- Scalable systems to support expansion from new global origins
These results aren’t just operational, they’re strategic. With a solid logistics foundation, Fruselva is better positioned to fulfill its mission on a global scale.
Purpose-Driven Logistics Isn’t Just Possible, It’s Scalable
Transforming the cold chain didn’t just protect Fruselva’s products. It fueled growth, reinforced brand trust, and enabled scaling without compromising the values that define them.
For purpose-driven companies, operational resilience isn’t just a goal, it’s a responsibility. And when partners share that same commitment to impact, as Vector and Fruselva do, logistics stops being just a function and becomes a powerful tool for scalable, meaningful change.
