Customer case: Multiflour
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.”
The power of upcycling
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
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
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
Process |
Details |
Tribe Support |
|---|---|---|
| Customer enquiry / Incoming request | Via email, phone, or network contact. Tribe automatically registers a sales opportunity. | ✅ Yes |
| Sample request (optional) | Send sample, follow up on status + Track & Trace. | ✅ Yes |
| Commercial consideration | Is the opportunity interesting? If yes → quote; if no → close. | ➖ Decision by team |
| Quotation process | Flexible prices per customer, automations for validity & reminders. | ✅ Yes |
| Follow-up | Automatic reminders, tasks assigned. | ✅ Yes |
| Customer decision | ✔️ Accepted → order; ❌ Rejected → close opportunity. | ➖ External (client decision) |
| Order processing | Data from quote automatically transferred to order. Suppliers & products linked. | ✅ Yes |
| Delivery & Aftercare | Order confirmation, Track & Trace, customer follow-up. | ✅ Yes |
Tribe, more than just a CRM platform
Multiflour is a great example of how a traditional product - the diary- can be renewed and professionalised with digital technology and a powerful CRM.
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