Most of Fieldcrest’s orders don’t come through websites or B2B portals. They come from chefs in kitchens, buyers in busy retail stores, or reps on the move — and they come in fast, over WhatsApp.
That’s just how the business runs. Fieldcrest supplies fresh produce daily, and speed matters. Their customers are used to sending a quick message to get the day’s order in—often in shorthand, sometimes in a mix of languages, and occasionally even as a voice note or a photo of a handwritten list.
When the time came to modernise the order process, the answer wasn’t to change how customers work—it was to build something smarter behind the scenes.
Where we come in
Working with Moditar, Fieldcrest launched an AI-powered order agent that keeps WhatsApp as the front end. No apps to download. No learning curve. Just the same flow their customers already know — now powered by a system that understands what’s being asked, matches it to the right product and quantity, and sends it straight into Sage X3.
It can read voice notes. Handle photos. Understand broken sentences. And it all happens instantly, with validation and confirmation done in real time.
What’s changed for Fieldcrest? Orders are more accurate. Less time is spent chasing clarifications. There are fewer missed deliveries. And the internal team scan spends more time delivering great service instead of manually fixing order mistakes.
For a business where timing, freshness, and relationships are everything, this was the next natural step — a smart system that fits into the way people already work.
And for their customers, nothing really changed. They’re still sending WhatsApps. Only now, there’s a little more intelligence behind the reply.
The result?
Orders come in cleaner and faster. Mistakes are caught before they reach the warehouse. The team spends less time fixing issues and more time getting products out the door. And with everything flowing straight into Sage X3, Fieldcrest has full visibility from order to delivery — without needing to change how anyone works.
Features & Benefits
- WhatsApp-based ordering – no new systems or apps for customers to learn.
- Voice, image, and multilingual support – works the way customers naturallycommunicate.
- AI-powered understanding – handles shorthand, typos, and non-standardphrasing.
- Real-time ERP integration – accurate orders posted directly to Sage X3.
- Fewer delivery mistakes – better data means fewer emergencies.
- Increased productivity – less admin, more time to focus on operations.