The refrigeration expert or refrigeration supplier is mistakenly identified as the Cold Chain expert! This has been the common error when identifying expertise to establish a viable and optimal cold chain. One should be aware that refrigeration is only (albeit an important) component of the complete cold chain. A cold-chain expert is one who applies refrigeration as a technology to facilitate preservation and care of perishables in the closed cold chain loop, one who understands that the viability depends on efficient energy use, optimal choice of the care to be applied, efficient mode of transfer of products from farm to consumer, appropriate & selective choice of equipment and application and one who understands the complete process that is the back bone of the entire cold chain.