Case Study: BelOrta achieves 360° customer visibility and stronger grower and buyer relationships with Microsoft Azure

BelOrta - Customer Case Study

BelOrta, Belgium’s largest fruit and vegetable auction and a European market leader, supplies 170 product lines to 650+ wholesalers and retailers and works with around 1,000 growers. After mergers and rapid growth, account management remained siloed across roughly 1,650 stakeholders and 350 staff, with no single, centrally accessible source of customer truth—resulting in duplicated outreach, poor visibility into interactions, and fragmented grower and buyer relationships.

Working with Cegeka, BelOrta implemented Microsoft Dynamics 365 CRM integrated with legacy systems via Azure Integration Services and connected Office 365 tools (SharePoint, Teams) to centralize data and provide a 360° view; 50 users were trained and the project was delivered on time and on budget during COVID. The result is unified, easily accessible customer records, improved internal collaboration, more targeted communications and stronger grower/buyer relationships, with positive user adoption and a scalable platform for future growth.

BelOrta

Sabine Devreese

Manager, Vegetable Division