Multiflour Grows Sustainably with Tribe CRM
When René van der Veen set up Multiflour at the Mauritskazerne in Ede in 2021, he had one clear mission: to provide pure food ingredients that enable food companies to produce more sustainably and healthily. With a broad network of suppliers and deep ingredient knowledge, he gradually built a trading company focusing on ancient grains, fibres, legumes, and plant-based proteins.
“Our growth is due to offering the right ingredients to the right companies,” René explains. “We tap into trends like reducing the carbon footprint and the increasing importance of fibre in diets. But as we grow, the need for professionalism arises as well. You outgrow Excel and Outlook very quickly when you’re processing quotes and orders with multiple people.”
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Tribe stood out for its transparent communication and flexibility. Incoming requests are now automatically turned into a sales opportunity.
The power of upcycling
An important part of Multiflour’s success lies in the upcycling market: upgrading waste streams into high-quality food ingredients. René explains: “Take sunflower oil. After pressing, you’re left with a press cake that you can’t directly use in food. By drying or milling it, it becomes a fibre- and protein-rich raw material that is perfectly usable. In this way, you reduce the ecological footprint and improve nutritional value.”
With partnerships like Agrain and FoodSolutionsTeam, and by being an active member of The Protein Community at Foodvalley NL, Multiflour stays at the forefront. “Many of our customers are also part of that network. We learn from each other and together accelerate the food transition.”
It not only yields innovative ingredients, but also visibility in a growing niche. From major food retailers to producers of low-carb crackers – customers know they can turn to Multiflour to make their products healthier and more sustainable.
The search for structure
With that growth came a new challenge. “For us, success means satisfied customers and new contracts,” says René. “But if all your information is spread across emails and Excel sheets, you lose oversight. That costs time and can make customers wait unnecessarily. We wanted to work more professionally and efficiently.”
A first attempt with another CRM package ended in disappointment. “They didn’t deliver what they promised. That was incredibly frustrating,” René recounts. When René went looking again, Tribe CRM came into the picture.
“Tribe stood out for its transparent communication and flexibility. For example, we don’t work with fixed price lists – prices differ per customer, per volume, or even per season. In Tribe you can configure that perfectly. And the fact that we can work with two entities in the same system without having to log in repeatedly was a real game-changer for us.”
A well-oiled machine
The implementation of Tribe went surprisingly smoothly. With personal on-site training sessions, the system was immediately tailored to Multiflour’s way of working. Before long, internal collaboration transformed noticeably.
“Incoming requests are now automatically turned into a sales opportunity. If no action follows, a reminder pops up automatically. Quotes are prepared flexibly and followed up automatically. Everything is in the system – from sample orders to order confirmations. It feels like a well-oiled machine, and everyone knows exactly where to look.”
The result? More calm internally, and a more professional image towards customers. “We respond faster, always have an overview, and can handle much more at once. That instils confidence, both within our team and with the customer.”
Looking ahead
In the period ahead, Multiflour wants to build further on that foundation. “Our priority is to raise awareness of plant-based proteins and fibres among our customers and prospects. We also want to achieve certification as an IFS Broker, an important international food standard.”
René sees plenty of opportunities in the upcycling niche market. “It’s not mainstream yet, but that’s exactly what makes it interesting. We know the suppliers, the products, and the applications. Customers want to know: what can I do with my product? And we can tell that story. With Tribe CRM, we now also have the structure to support that growth professionally.”
Graphical overview of the flow
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“What appealed to us most was the ability to customize the system ourselves. Other vendors required expensive consultant hours for changes.”
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"The CRM tool offered many positive features: from registering and tracking customer data, reports, complaints, our recommendations to customers, to extensive automation capabilities."
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"As a business owner, you always weigh costs and benefits. With Tribe, the time and insight gains are immediately visible."
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