The Greenery Picks ketteQ to Power the Future of Fresh Produce Distribution

From spreadsheets to smart planning: How one of Europe’s top produce distributors is using AI and Salesforce to transform supply chain operations

The fruit and vegetable business might look simple on the surface: get fresh produce from growers to grocery store shelves. However, for The Greenery, one of Europe’s most trusted names in produce distribution, the challenge is anything but straightforward.

Working with more than 185 growers to deliver over 350 products to 60 countries, The Greenery orchestrates a supply chain that’s as dynamic as the produce it moves. Add to that thousands of partners, constantly shifting demand, and the perishable nature of fruits and vegetables, and the need for precision becomes clear.  

Yet until recently, The Greenery relied on manual spreadsheets to manage this complex ecosystem. That approach, while once effective, could no longer keep pace with the company’s growing scale and ambition. Forecast inaccuracies were leading to lost sales, missed fill dates, and costly waste due to product spoilage and repacking. The time had come for a change.

A Search for Modern, Adaptive Planning

To meet the challenges of today and prepare for the uncertainty of tomorrow, The Greenery went looking for a planning solution that was both advanced and adaptive. It needed to provide real-time data visibility, integrate with existing systems, and support the company’s vision of a sustainable, efficient, and resilient supply chain.

Crucially, the new solution had to align with the company’s IT roadmap, which included rolling out the Salesforce platform. That’s when The Greenery discovered ketteQ.

Why The Greenery Chose ketteQ

After a thorough evaluation of supply chain planning tools, The Greenery selected ketteQ as its first Salesforce-native application. The decision was driven by several critical factors:

• Native Salesforce Integration: As the only supply chain planning solution built directly on Salesforce, ketteQ eliminates the complexity of integration. It offers a seamless user experience with real-time data visibility and familiar tools for teams already using Salesforce.

• AI-Powered Planning with PolymatiQ™: ketteQ’s agentic AI solver enables continuous scenario testing, intelligent automation, and adaptive forecasting, a perfect fit for the fast-moving world of fresh produce.

• Open Architecture: ketteQ’s platform will also integrate with Rootstock’s cloud-based ERP, enhancing The Greenery’s ability to plan, collaborate, and scale across its global operations.

“The ketteQ solution is exceptionally adaptable and well-suited to our unique requirements of today and the future,” said Pablo van Vierzen, Business & Transformational Lead at The Greenery.

“We were looking for a next-generation planning solution built on Salesforce that would enable us to make full use of AI and ML to optimize our supply chain and ketteQ checked all the boxes.”

Moving from Reactive to Proactive Planning

With ketteQ, The Greenery is making the leap from manual, reactive planning to an adaptive, data-driven supply chain. The benefits go beyond process efficiency. By gaining a unified view of inventory—from growers to distribution centers—the company is set to make smarter, faster decisions that:

• Improve fill rates and customer service

• Reduce product waste and repacking costs

• Maximize value creation for growers

• Deliver fresher, more sustainable produce to market

“ketteQ distinguished itself through the expertise and support provided by their team, their comprehensive and integrated approach to supply chain planning, and the flexibility and scalability of their solution,” added van Vierzen.

A Fresh Start for Produce Planning

For Mike Landry, CEO of ketteQ, the partnership represents more than just a successful deployment—it’s a sign of a larger shift in how supply chains are being reimagined.

“By moving from manual planning to ketteQ’s adaptive platform, The Greenery will unlock new levels of visibility, accuracy, and efficiency,” said Landry.

“This means better decisions, less waste, and improved service—helping them plan for every possibility and power the future of fresh produce distribution.”

Takeaways

The Greenery’s partnership with ketteQ is a compelling example of how AI, cloud, and adaptive planning can revolutionize even the most traditional industries. With ketteQ running natively on Salesforce and seamlessly integrating with ERP systems, The Greenery is building a supply chain that’s smarter, faster, and ready for what’s next.

To learn more about how ketteQ is transforming demand, inventory, and supply planning for a growing list of companies around the world, check out our customer success stories.