Rare brings regenerative farming to more regions with one scalable CRM

From manual processes to momentum

Automated workflows built into their core CRM with Salesforce Flow handle routine steps and keep processes moving. From finance approvals to due diligence, these workflows route tasks to the right people at the right time so teams can focus on higher-value decisions instead of manual follow-ups.

For example, when a new grant is awarded, Salesforce automatically triggers a post-award workflow that notifies the finance team, assigns due diligence tasks, and tracks required documentation. Each step is logged and visible in one place, so teams across regions stay aligned without chasing updates over email or spreadsheets.

As Rare builds full post-award grant management capabilities into their CRM, this automation will help ensure consistency across departments while reducing delays.

Looking ahead, Rare plans to extend this further with agentic workflows so that Agentforce can help their teams learn faster, synthesize insights across programs, and build a shared layer of intelligence that supports better, faster decisions.

One data layer, endless insights

Data 360 powers Rare’s core CRM by turning once-fragmented data into a unified, usable foundation their teams and AI can act on in real time.

It starts with how data flows into Salesforce. Agentforce Sales and Service capture farmer profiles, grant data, and program activity natively, while Data 360 connects that structured CRM data with Rare’s internal knowledge base and external weather data from Meteoblue, updated nightly via API. To make this possible, Rare migrated their years’ worth of manually collected data into custom objects within Salesforce.

From there, Data 360 makes the data actionable. It processes and vectorizes structured records, unstructured PDFs, and live weather inputs, allowing Agentforce to instantly retrieve the most relevant information without scanning entire documents. This means whether a team member is reviewing a grant or AI Agent Tierra is generating guidance, the right context is always within reach.

Because everything lives in one connected system, insights don’t stay siloed. Field data informs program decisions, program data ties back to funding, and teams across regions can work from the same, up-to-date view.

The path to 300,000 hectares

Rare is already reaping the benefits of having a connected data foundation. Centralized operations in Salesforce make it easier for teams to stay organized, build strong donor relationships, and follow up in a more timely, personalized way — helping them sustain the long-term partnerships their mission depends on.

That same foundation also allows Rare to turn data into action at scale. With Agentforce, they can activate their rich data with Agent Tierra and deliver real-time, personalized guidance to farmers in remote rural areas.

This shift reduces reliance on time-intensive, in-person field visits. By combining unified data with agentic support, Rare expects to save up to 40% of field staff time, freeing their small team to expand from supporting 5,000 farmers to 100,000 without growing headcount at the same pace.

“One of our biggest opportunities is to connect knowledge across programs,” said Monica Varela, VP, Colombia. “In the long term, we see AI helping us build a shared intelligence layer so innovation in one landscape can quickly inform impact in another.”

Rare’s long-term goal is to expand regenerative farming from 17,500 hectares to 300,000 hectares — an area equivalent to more than 420,000 soccer fields. With the deeply unified Agentforce 360 Platform, they have the automation, AI, and unified data they need to make more impact in less time across regions, teams, and programs.