The success of industries that rely on the cold chain comes down to knowing how to ship a product with temperature control adapted to the shipping circumstances. Cold chain operations have substantially improved in recent decades and the industry is able to answer the requirement of a wide range of products. Different products require the maintenance of different temperature levels to ensure their integrity throughout the transport chain. The industry has responded with the setting of temperature standards that accommodate the majority of products. The most common temperature standards are "banana" (13 °C), "chill" (2 °C), "frozen" (-18 °C) and "deep frozen" (-29 °C), each related to specific product groups. Staying within this temperature range is vital to the integrity of a shipment along the supply chain and for perishables it enables to insure an optimal shelf life. Any divergence can result in irrevocable and expensive damage; a product can simply lose any market value or utility.