WEATHER MOVES
DEMAND AND FREIGHT.

Not only obvious seasonal goods. Beverages, footwear, outerwear, home comfort and a great deal of grocery move measurably with temperature and rainfall, often with a lag of days rather than weeks.

A forecast is only useful if it arrives before the decision it should change. Knowing next week matters; knowing last week explains a miss you already had.

Port closures, road conditions and grounded aircraft cluster around weather, and the shipments affected are known in advance. Rerouting early is cheap; rerouting after a delay is not.

A brand writes its plan before the weather comes — a hurricane, heatwave, drought, winter storm, flood or wildfire, the states it covers, the products it wants to put forward and what it wants to say. When the warning is issued, the brand activates it, and every buyer who has ordered from that brand with a ship-to in those states is told, with the products. Every plan and every activation is kept, with how many were told.

The brand activates a plan; nothing on GRAJ reads a forecast by itself yet. An automatic trigger needs a weather feed read on a schedule, and that is a decision still to be made, not something switched on quietly.