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~ Intershop ~

Trouw Nutrition is an organisation that deeply cares about building a more sustainable
future. The company is committed to translating science into
actionable, practical nutrition and farm management solutions to
help customers produce quality meat, eggs and milk. They support
feed and food producers with technology that puts advice and

data at their fingertips. Mees Spoor, Product Owner E-commerce
at Trouw Nutrition, gives us an insight into their e-commerce
journey within the animal nutrition industry.

or approximately 90 years, Trouw Nutrition has limitless opportunities to
been dedicated to innovation and developing create tailored, integrated
Fsmarter and more sustainable ways to help solutions suited to
their customers raise healthy farm animals. From each customer’s unique
its beginnings in the Netherlands, a country world- circumstances and objectives, wherever they are in the world.
renowned for excellence in sustainable agriculture, We have evolved from “providing animal nutrition” to
the company has now grown to serve 105 countries simplifying farmers’ decision-making so that they run more
worldwide. profitable businesses, grow healthier animals and produce
more with less. So you can say that crossing borders is in our
Farmers are very adaptable to online channels DNA!”
“Our business model is twofold: B2B and B2F (business-
to-farmers). The B2B segment is the intermediary between Digitalisation makes the supply chain more efficient
the farmers and us. Initially, “One of the most important
we implemented our “MORE THAN 50% reasons behind our
digital strategy for our digitalisation is our ambition
B2B customers (feed mills, to make our supply chain
distributors). However, as OF OUR SOLUTIONS perform even better thanks
the agriculture industry to real-time insights on order
digitises and farmers’ statuses, better cost control,
connectivity improves, we ARE TAILORED TO less false orders. But also
see farmers’ use of online more agile, able to respond
processes. Nowadays, the use CUSTOMER-SPECIFIC says Mees.
channels rapidly develop and
faster to the order process,”
more automation of some
of the internet is very high “More than 50% of our
among our end users, the REQUIREMENTS.” solutions are tailored
farmers,” says Mees. to customer-specific
requirements. Digitalisation
“Looking at our intermediary channels, the suppliers in makes this customisation easier for our customers and us,
the agricultural sector, we have noticed that they represent thanks to our ERP system that keeps things in order. Creating
pockets of value still to be unlocked when it comes to a webshop with products and hoping that customers will
digitisation. At Trouw Nutrition, we closely monitor what eventually buy them en masse is not realistic in our sector.
happens in other industries ahead of us in this matter; What our customers want is relevant and tailored advice to
we learn from their journey, incorporate these trends and their personal situation. We strive to make their purchasing
developments in our own digital roadmap and implement experience as easy and pleasant as possible so that their next
what worked well for them. That’s what helps us be a strong visit ultimately leads to a repeated purchase via our platform,”
frontrunner in our space,” he continues. he adds.

Crossing borders is in our DNA “In that mindset, we learned from our customers that two
“We started in the animal nutrition sector in the Netherlands functionalities we offer are particularly important to them:
90 years ago and have expanded over time beyond our borders
and beyond nutrition. Nowadays, we have a broad portfolio of • The possibility to get real-time insight into their order
products, models and services and ever-increasing expertise status: they can track what’s happening with their order
in feed, farm and health. That makes us a one-stop-shop with at any time of the day – that level of transparency builds

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