Cargill is a Trailblazer

Cargill uses technology to grow produce, farms, and customer loyalty.


Cargill cultivates a sustainable future for farming.

Since 1865, Cargill has helped farmers grow more produce. When its partners are successful, Cargill is successful. Together, they are building a strong, sustainable future in food, agriculture, and nutrition. They do so by combining new technologies with more than 150 years of experience.

To advance food safety and sustainability, Cargill learns what its customers need and then develops products to match.

We want to give [customers] a better experience with us and another reason to stay loyal to Cargill.”

Greg Hocamp | Senior IT Manager, Cargill

A customer-first approach fits with Cargill’s priorities.

Despite its customer focus, Cargill was spending much of its time and resources on operations and manufacturing. Cargill wanted to put its customers first. Research from Accenture found that 83% of buyers say a personalized experience significantly impacts their loyalty to a brand. Cargill wanted to boost brand loyalty by providing the best possible customer experience.

Cargill dug deep to learn what customers want.

Cargill wanted to offer its clients two things: access to product research and the option to buy online. Most shoppers research products online before purchasing. According to the “State of the Connected Customer” report, more than half of customers expect to find whatever they need from a company in three clicks or less.

The ultimate goal was to make it easy for customers to do business with Cargill. Cargill needed a cloud-based commerce platform that could connect to customers on as many channels as possible. Salesforce could help Cargill reach its goal.

Cargill chose a go-with-what-you-know approach.

Cargill already used Salesforce to manage its data, so when the company was looking for ways to improve how it interacts with customers, Salesforce B2B Commerce made sense.

The company uses B2B Commerce in a headless environment to bring together content management and commerce, and integrate existing systems.

Personalization matters, so Cargill created personas.

With more than 150,000 employees serving regions over 70 countries, Cargill has a broad range of customers. Cargill created customer personas to reflect the diversity of the businesses it serves. For each persona, Cargill mapped the customer journey, built prototypes and personalized content. The company also went fully mobile. Now it can help its customers anywhere at any time.

Cargill sowed seeds that enable sustainable growth.

With the help of Salesforce B2B Commerce, Cargill now has:

Persona profiles that can help Cargill understand how to better serve its clients

A library of product information for easy online research

Better customer service

Personalized content and products for various sectors and consumers

Easy online ordering

More loyal customers

Greg Hocamp, Senior IT Manager for Cargill says, “One of the core tenants of our business is to put the customer first. Salesforce B2B Commerce lets us do that.”

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