better food company

The Better Food Distribution Co.

Case study
Solution Opmetrix
Industry Foodservice


The Better Food Distribution Co. was founded by a team of food producers who are passionate about great tasting, healthy products and with exponential growth across Australia and Singapore, they needed to maintain a high level of service and sought a field team mobile CRM system to meet their needs.


In 2017, The Better Food Distribution Co. decided they needed to upgrade their system and transitioned to Opmetrix.

“The initial appeal of Opmetrix was the integrated CRM with ordering platforms – an all-in-one solution for our field teams.” Ben Dutton, Co-Founder, The Better Food Distribution Co

Opmetrix provides an expansive feature set, easy integration, great customer service and is an innovative technology solution that facilitates a seamless business advantage.

The Better Food Distribution Co. utilises Opmetrix features including, instant reporting, photo capture, invoice and credit capture ,execution and reporting of objectives, and surveys. Recently, a new functionality, B2B Ecommerce, has been added which will allow the interface to take online orders directly, enabling a more agile system and easy room for growth and giving Opmetrix customers an advantage for the future.


With field teams throughout Australia and Singapore, it was important to The Better Food Distribution Co. that the user interface be simple, functional, and scalable to provide a CRM that would continue to grow to meet their business demands.

“Opmetrix enables us to have our finger on the pulse of what’s happening in the field. It enables constructive conversations around areas of performance that can be improved. It provides insights into field realities and challenges.” Ben Dutton

Opmetrix pride themselves on delivering expert customer service to ensure both the field teams and HQ interfaces run seamlessly.

“Our reps love the user interface and simplicity of Opmetrix. Experienced reps who have worked with many platforms over the years have said it’s easily the best sales platform they have ever worked with. It’s elegant and functional, a difficult combination to get right!

Through a customer centric approach, Opmetrix has continued to take onboard feedback from customers and has used this as a base for continuous innovation

“The Opmetrix customer service is brilliant. Fast, responsive, helpful and friendly. And you speak to real people! The increased functionality over the years has been excellent, with many of our 'wished for' functions added"

Ben Dutton Co - Founder

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