Continental Farmers Group is a leading agricultural enterprise with over 30 years of experience and the backing of international investments. Managing more than 195,000 hectares of land, the company leverages advanced farming practices, modern technology, and state-of-the-art equipment to maintain its position at the forefront of Ukraine's agricultural sector. In 2019, the merger of Mriya Agroholding and Continental Farmers Group formed a unified holding supported by SALIC, an international investor that strengthens the company’s leadership in the agricultural sector of Western Europe.
Key Deliverables
centralizing landowner
data and operations
with significantly reduced
response times
driving productivity and
accuracy
support center
omnichannel communication and
automated processes
Innovation at the Core
Innovation is integral to Continental Farmers Group, driving advancements in both farming practices and communication with landowners, partners, and customers. Managing over 90,000 contacts without a centralized data platform posed a significant challenge, prompting the search for a solution. The company relied on disconnected systems for phone calls and landowner databases, resulting in inefficiencies and delays. Recognizing the need for a customizable platform that would provide a 360-degree view of landowners and their data, CFG selected the Creatio AI-Native Platform to address these challenges.
automated communication
We sought a solution that could centralize all processes related to landowners in one place. A system that would simplify work for our staff and enhance service quality. After evaluating the market, we selected Creatio for its flexibility, industry expertise, ongoing support, and recognition by analysts like Gartner™
Automated Communications:
A Competitive Advantage
For an agricultural company like Continental Farmers Group, managing communication with thousands of landowners is both essential and complex. To maintain strong relationships and stay ahead in a competitive market, the company turned to automation as a solution to simplify and enhance its processes.
A key goal of this transformation was to create a single, unified platform that consolidated essential landowner data, including land lease contracts, lease terms, territories, rural communities, and communication history. The customization capabilities of the Creatio platform, implemented with the support of Sales’Up, allowed the company to design a solution perfectly aligned with its specific needs.
By integrating phone calls and all landowner data into a one system, the platform allows operators to instantly access comprehensive landowner profiles, which include a complete interaction history. This streamlined approach enables staff to retrieve inquiry details effortlessly, categorize requests, and store results for future analysis, significantly reducing processing times and enhancing operational efficiency.
Automation is an investment in productivity, minimizing routine tasks to optimize processes and reduce costs
Today, the Land Resources Department relies on Creatio daily to handle inquiries and provide consulting support to landowners. Creatio has improved existing services and paved the way for new opportunities, such as the establishment of a consulting support center to address landowners’ needs, including land sales and inheritance.
Engaging the Next Generation of Landowners
The agricultural market in Ukraine is undergoing a generational shift, with the average age of landowners decreasing significantly—from 70 to approximately 35. This younger demographic increasingly favors digital communication over traditional methods.
Creatio’s flexible platform and omnichannel solutions meet the expectations of a new generation of landowners who prefer quick, digital communication over traditional methods
The no-code platform addresses young generation needs, even in simple yet impactful ways, by automating key processes such as lease renewal reminders and landowner surveys through Sales’Up Multichannel Notifications and Questionnaire Management. These automation tools simplify communication while ensuring timely and efficient interactions with landowners. Additionally, by collecting, analyzing, and utilizing survey responses, Continental Farmers Group enhances its services and fosters long-term relationships, aligning with the evolving demands of this modern audience.
Community Engagement Through Innovation
Since strong relationships with landowners are at the core of Continental Farmers Group’s success, the company has implemented innovative approaches to communication and outreach to nurture these connections and engage with its community.
As part of these efforts, Continental Farmers Group organizes events such as Working Garden, an educational initiative for children, and Field Day, which showcases the latest agricultural innovations. Creatio supports these initiatives by enabling automated notifications via email and messaging apps like Viber, ensuring landowners are consistently informed about upcoming events in their communities.
Data Transparency and Analytics
Continental Farmers Group prioritizes transparency as a cornerstone of its operations, ensuring that all interactions with landowners are carefully recorded and accessible when needed.
Through Creatio, the company logs offline meetings and interactions, creating a complete and centralized repository of records. Additionally, Creatio’s powerful analytics tools enable managers to design custom dashboards, providing actionable insights into inquiries, resolution times, and overall performance. This data-driven approach not only supports real-time decision-making but also optimizes processes, reinforcing the company’s commitment to operational excellence.
Future Plans
Continental Farmers Group envisions broadening the use of its platform to accommodate the growing volume of inquiries and streamline operations further. The success of the Land Resources Department’s automation project has sparked interest across other divisions, encouraging them to explore similar solutions to enhance their efficiency.
To support this expansion and ensure seamless platform adoption, the company highlights the critical role of a dedicated system analyst. This specialist would act as a vital link between the company’s internal processes and the platform, leveraging no-code tools to customize workflows and collaborating with vendors and integrators to drive future automation initiatives. By investing in this expertise, Continental Farmers Group aims to optimize its operations and sustain its competitive edge in the agricultural sector.
About Sales’Up
Sales’Up is a full-cycle solution integrator with over a decade of experience in industry automation. The company supports projects from initial requirements to launch and long-term customer support, offering ready-made solutions for agriculture and FMCG sectors as well as advanced data technologies.
