Controlled Atmosphere: Smarter reefer logistics at your fingertips
For temperature-sensitive cargo like fruit or vegetables, the journey can make all the difference. That is where Controlled Atmosphere comes in – a value-added service that slows ripening and preserves freshness on long sea voyages. Now, for the first time, customers can book this premium service digitally through Quick Quotes and Web Booking. Behind this innovation is a project team determined to make complex solutions simple and accessible. We spoke with Lisa-Marie Pietrek, Manager Global Reefer Strategy and Steering at Hapag-Lloyd, about what this step means for customers and how it reflects Hapag-Lloyd’s commitment to smarter logistics.
Freshness delivered
Controlled Atmosphere is a reefer technology designed to create optimal conditions for transporting sensitive and perishable cargo. At Hapag-Lloyd, this includes proprietary solutions like ExtraFresh and ExtraFresh Plus, as well as trusted third-party technologies. These systems carefully regulate the atmosphere inside the container to slow down the natural respiration of produce and extend shelf life – crucial for fruits and vegetables like avocados, blueberries, and lychees. “Controlled Atmosphere plays a vital role in preserving the quality of sensitive cargo,” Lisa-Marie explains. But how exactly does it work?
Take bananas, for instance. Once harvested, bananas continue to ripen quickly due to ethylene gas production and high respiration rates. In a standard Reefer Container, they might overripen or spoil before reaching their destination. But in a Controlled Atmosphere Reefer Container, the oxygen level is reduced and CO₂ levels are increased in a controlled way, which slows down respiration and ethylene sensitivity – allowing the bananas to arrive fresh and firm, ready to ripen at the destination to retain their quality and commercial value.
Lisa-Marie Pietrek, Manager Global Reefer Strategy and Steering at Hapag-Lloyd
By digitizing this value-added service, we are not just keeping pace with industry expectations – we are actively shaping the future of reefer logistic.
Just a click away
“Controlled Atmosphere is not new,” Lisa-Marie emphasizes. “What is new is how simple it is for our customers to book it.” Thanks to its integration into the Quotation Journey, customers can now add Controlled Atmosphere to their shipments while requesting a quote – receiving clear pricing and booking confirmation within just a few clicks, without the need for emails or phone calls. This digital rollout marks a major milestone. “It gives customers faster, more transparent access to a premium service that was previously only available through manual processes,” she explains. “Now they benefit from accurate pricing, streamlined bookings, and continuously available information – all in one seamless experience.”
From a strategic standpoint, this development highlights Hapag-Lloyd’s continued focus on innovation and customer-centricity. “By digitizing this value-added service, we are not just keeping pace with industry expectations – we are actively shaping the future of reefer logistics,” says Lisa-Marie. “Controlled Atmosphere is now our second fully digital reefer solution, following the successful launch of Hapag-Lloyd LIVE. Together, they mark a major step forward in the digital transformation of the reefer market.”
A shared win
“What excited me most was the opportunity to translate a complex, value-added service into a streamlined and fully digital experience for our customers”, Lisa-Marie underlines. Like many digital milestones at Hapag-Lloyd, this one was built on cross-functional collaboration. “This only worked because teams from different regions and departments came together – each person brought essential knowledge to the table.” From Global and Regional Reefer experts to platform developers and pricing specialists, the project team worked tirelessly to align systems, test the process, and build in exception handling.
After months of development, one moment stood out for Lisa-Marie. “I will never forget the day we received final confirmation that the implementation was successful – it marked the culmination of months of collaboration and hard work across teams,” she recalls. “What made it even more special was how quickly we coordinated to inform our customers and create a tailored social media post. Seeing the excitement from both colleagues and customers was incredibly energizing. It truly felt like a shared win.”
You can find out more about Controlled Atmosphere at Hapag-Lloyd here.
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