Case Study: Spicely Organics achieves scalable B2B growth by automating sales and ordering with Handshake Corporation

Automating the B2B Ordering Process the Key to Scalable Growth

Spicely Organics, founded in 2002 and the leading organic spice brand in Northern California with nearly 1,000 customers, faced growing pains as manual B2B ordering processes—paper forms, CSV uploads, fax, phone and a clunky Netsuite portal—couldn’t keep pace. High-turnover, merchandiser-driven displays (up to 250 SKUs) made order entry slow and error-prone, sometimes taking as long as 40 minutes per order and creating costly rework and mis-shipments.

Spicely adopted Handshake’s full B2B platform (Rep mobile app plus Direct Online and Mobile), starting with merchandisers, and saw results within weeks: order-writing time was cut in half, data-entry errors and operational costs dropped, and merchandisers could visit more stores and spend time on displays and sales. The company is now rolling out online customer ordering to eliminate back-office re-entry and support continued rapid growth.

Spicely Organics

Vanessa Bonner

Director of Merchandising Services