Somage: “Customers see the entire range…they’re more willing to give new products a go”
“Ordermentum gives you back time, and if you’re always bogged down in little things, you’ll never grow.Scaling our business has only been possible because of automation and efficiency.”
Ben Kelly, CEO, Somage
It started like any venture does: with a problem that needs to be solved. Ben Kelly saw there weren’t many appealing options for non-coffee drinkers: everything was mass-produced, bland, or too sugary. So he launched a company to create the solution - and now we have Somage, one of Australia’s most successful manufacturers and suppliers of non-coffee drinks.
Raised on a Victorian dairy farm, Ben’s love of produce and food led him to hospitality and hotel management in Melbourne and London before founding Somage in 2005.
Their first product, the now-famous Kali 33% drinking chocolate, paved the way for a wide range of teas, matcha, innovative drinks like beetroot and turmeric lattes, and allergen-friendly blends.
“In terms of products, we’re involved from start to finish,” says Ben. “We focus on quality for the end customer, and venues know they’re getting exactly that.”
These days, Somage continues to grow and evolve, and we spoke with Ben about how Ordermentum supports that journey.
What are the main challenges you’ve had with scaling and growing your business?
Everything has been a challenge, because we source our raw materials from all over the globe. We work with over 180 growers worldwide. Everything is certified organic, traceable,tested, and fully compliant.
Cashflow has been a constant pressure. We pay all our farmers 100 percent upfront before they’ve even started working, so we need strong cashflow to support that.
Nature is also a big factor. We are always at the mercy of mother nature, and that directly impacts our products.
And then there’s building a factory. It takes enormous effort, and we haven’t had anyone to look up to in terms of a business model.
Why did you first start using Ordermentum?
In 2015 we first started using Ordermentum. We were one of the very first users.
We were scaling quickly, and as a tea and drinks business distributing nationally, we needed automation to support our staff. At that stage we were running around like headless chooks.
We’ve always invested in tech to help us grow through each stage. We came to you thinking it could help with ordering, payments, and pricing, but we soon realised it was so much more.
Ordermentum has really helped us group customers, layer our pricing based on quantity discounts, and manage category growth.
And with different price levels for customer groups, we can give different discounts to different people. Ten years ago that was unheard of. You had to get that custom built.
Tell us about your integrations.
Our office manager, Michael, says we’re saving an hour and a half a day because Ordermentum is integrated with Ostendo. All Michael has to do is click one button and it goes straight to the pick and pack section in the warehouse. I can’t tell you how helpful that is.
What has your experience with payments been?
For the customers that aren’t on Ordermentum, we still have to chase. But the ones who pay through Ordermentum make a huge difference to our business because it really helps with cashflow.
We used to have a full-time accounts receivable person, and now that’s only a part-time job, which is enormous for us. It’s just never an issue chasing payments anymore.
What has been your experience with Growth Engine?
The experience has been very positive. It’s effortless, it runs in the background, and there wouldn’t be a day that we’re not getting leads.
Growth Engine really connects to the psychology of the buyer.I love that it’s selling without selling. People don’t want to be sold to and they want to do their own research. That’s just the way things are now.
In what other ways has Ordermentum helped you grow?
We find customers order more because they can see the entire range in the Digital Catalogue. People shop with their eyes.
When they’re buying through Ordermentum, they’re more willing to give new products a go. They’re happier to try things when it’s in their own time and within their control, as opposed to someone forcing a sample on them.
What is the customer experience with you on Ordermentum?
It’s built into how we sell and onboard customers. Whenever someone calls us, we ask: “Are you on Ordermentum?” It’s just part of our business process now.
Customers love the flexibility. You can order when you want, and if anything goes wrong we’re always there on chat.
How have Insights helped you?
I love the Insights feature. We download the sales information, create pivot reports, and analyse customer behaviour and types. That data feeds directly into our marketing.
It also allows me to see trends and keep across the business so much better.
What would you say to another supplier considering using Ordermentum?
It’s the gold standard for wholesale ordering and payments.
The power to give a café owner the ability to order on their phone is huge. You can't underestimate how much of a difference this makes.
We all know that business has always been tough and it’s only getting tougher. Ordermentum gives you back the the time and space to work out what you need to do to grow.
The future of operational excellence lies in AI and tech. That frees you to focus on relationships, innovation, and growth - exactly what Ordermentum makes possible.
Ordermentum has grown supplier businesses all over the country and we want to help you. Book a FREE, fast demo and let us answer all questions.
At a glance
- SUPPLIER Somage
- LOCATIONMelbourne, Victoria
- INDUSTRYTea/Other Drinks
