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Trouw Nutrition digitizes its B2B offering

Trouw Nutrition digitizes its B2B offering

Trouw Nutrition, a major player in animal nutrition, has decided to digitize its offering on a large scale. It turned its outdated ordering tool into a modern online sales solution, thereby putting more effort into its B2B ecommerce business.


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Trouw Nutrition is a global leader in feed specialties, feed additives, premixes, and nutritional services for the animal nutrition industry. It has 8,000 employees and customers in over 25 countries worldwide. The company, with its headquarters in the Netherlands, sells all kinds of products, models, and services online, but this happened through an outdated ordering tool with basic functionality.

Previously, Trouw Nutrition used an outdated ordering tool with basic functionality.

Serving all kinds of customers with one portal

The company made the decision to digitize its business on a large scale. To better serve their customers (ranging from farmers and breeders to feed producers and companies that process raw materials), the company wanted one solution that supports pre-sales, sales, and after-sales processes.

“We wanted to create a seamless offering, comprising a digital customer portal, websites, and consulting services”, Mees Spoor, Product Owner eCommerce at Trouw Nutrition, says. The goal (and challenge) was to offer a seamless user experience to its customers, no matter how different their needs are.

We wanted to offer a seamless user experience, no matter how different their needs are.

It chose the Intershop Commerce Platform to merge all existing online offers for its multiple brands, markets and business models into one online platform. Trouw Nutrition launched its minimum viable product within a few months and the solution is already integrated into its ERP and middleware. The company can now expand and orchestrate it sales quickly across the globe.

Already live in some European markets

The minimum viable product went live in the Netherlands, Belgium, Germany, Poland, Czech and Slovak Republics and Canada. Further markets will follow soon.