Dutch produce business opts for Rootstock and Salesforce as it looks to build more streamlined planning and sales structure
Dutch fresh produce marketer The Greenery has embarked on a three-year digital transformation plan, after it teamed up with Swedish company Rootstock Software to overhaul all of its data management systems.
As part of a wider plan called Focus 2025 to expand its digital activities, the group is understood to have selected Rootstock ERP and Salesforce software as it bids to streamline its operations and make its supply chains into retail customers shorter and more efficient.
In a press release, Rootstock said The Greenery would adopt advanced digital tools, including digital commerce and sales and operations planning (S&OP) systems, to provide quicker and more reliable access to its data.
Erwin van der Graaf, The Greenery’s director of IT, digital, and data, explained the reasons for selecting Rootstock and Salesforce: “We needed to transition away from our legacy ERP solution, so we decided to explore new options,” he commented.
“Our survey of the market allowed us to see the value of a platform approach. We ended up going with Salesforce and Rootstock to benefit from a unified data model, enhancing our capabilities from CRM, ERP, and beyond.”
He added: “Rootstock together with other Salesforce Platform solutions and capabilities offered the best overall fit for our needs.”
Digital drive
For The Greenery, Rootstock presents an opportunity to reduce manual tasks, and to speed up its decision-making with the use of real-time data.
“Our goal is to create consistent, exceptional experiences for our growers, customers and employees,” van der Graaf continued. “Rootstock ERP will enable us to facilitate transparency and speed, allowing our growers to access real-time information and our customers to benefit from personalised service and insights.
“The platform will also help deploy customer and grower portals and to leverage AI for advanced insights and automation, ultimately contributing to our long-term success.”
The project will take three years to implement fully. In the first phase, the company will focus on implementing customer and supplier relationship management systems, along with S&OP processes.
Subsequent phases will include replacing its current e-commerce solution and customer portal, before it finally integrates these systems with Rootstock ERP itself.
