UBM

Salesforce Implementation at Hungary’s Leading Feed Manufacturer

Hungary’s top feed manufacturer, UBM, has embarked on a game-changing journey by integrating Salesforce into its operations. The platform has become a crucial tool in planning, resource optimization, and enhancing transparency across the company. Its success is evident as more departments, from quality assurance to marketing and customer service, continue to join the ecosystem. What started as a single implementation is now a company-wide digital network that is reshaping how UBM operates—growing like a well-fed organism, offering more value with each expansion.

From a Fragmented Sales Approach to a Unified CRM System

Our collaboration with UBM began in 2020, when the company sought a solution to streamline its sales processes across different business units—poultry, swine, cattle, and feed production. Each division functioned independently, making it challenging to track sales activities and maintain consistency. Until then, UBM had not found a successful CRM solution. However, company leaders recognized that Salesforce could empower their sales representatives and advisors to strengthen value-based partnerships.

“We needed a system that not only supported sales but also provided real-time tracking capabilities. With Salesforce, our advisors can efficiently log visits to farms, record key performance data, recommend feeding technologies, and track lab results—all in one place. This has significantly improved operational efficiency and collaboration,” explains Bence Smid, Business Unit Director at Attention CRM Consulting.

UBM: Hungary’s Market Leader in Feed Production

UBM is a 100% Hungarian-owned company and a market leader in feed manufacturing, grain trading, and protein commerce. The company’s diverse operations—ranging from feed production to grain and protein trading—contribute equally to its revenue, ensuring exceptional stability and growth.

Founded in 1996 as a soybean meal importer, UBM now dominates the Hungarian import market with a 30% share. The company’s annual grain and oilseed sales exceed 850,000 tons, a figure that continues to grow dynamically. As Hungary’s largest feed producer, UBM also provides comprehensive nutritional consulting services for poultry, cattle, and swine, alongside other strategic agricultural solutions.

By the Numbers: UBM’s Market Presence

• 450+ product varieties
• Annual revenue exceeding HUF 100 billion
• 700,000 tons of feed produced annually
• 200,000 tons of soybean traded yearly
• 560,000 tons of grain and protein crops traded
• 14,000 tons of premix produced per year
• Feeding: 70 million broiler chickens, 5 million waterfowl, 1.5 million laying and breeding hens, 700,000 pigs, and 50,000 cattle

UBM operates manufacturing plants in Hungary (Szeleste, Környe, and Mátészalka) and has interests in Slovakia, Romania, Serbia, and Russia. The company also has offices in Linz, Moscow, Bucharest, and Belgrade, further strengthening its regional presence.

Salesforce: More Than Just a CRM—A Catalyst for Business Growth

The primary goal of implementing Salesforce at UBM was to facilitate regional expansion, improve transparency, and establish structured, well-planned operations. Additionally, the company aimed to foster better information sharing across departments and enhance its professional presence in client interactions.

Over time, UBM expanded its use of Salesforce beyond sales tracking to include:
– Workflow automation
– Cross-functional task coordination
– Marketing operations management
– Real-time business plan and performance monitoring
– Advanced case management for client issues

“As we explored the system’s potential, we realized that Salesforce was not just a software installation—it was a strategic tool that could drive our company’s expansion. With rapid regional growth and the onboarding of 20-40 new employees at a time, Salesforce became the backbone of our operations,” Smid adds.

UBM’s Vision for the Future

Looking ahead, UBM is set to further integrate digital tools, leveraging Salesforce’s AI-powered capabilities to optimize processes, improve predictive analytics, and enhance customer engagement. The company’s success story is a testament to how digital transformation can elevate even the most traditional industries, ensuring long-term growth, efficiency, and market leadership.