UFS – Multi-site Portal

How to build a community benefit into a loyalty program.


Food Collective is an initiative of UFS to help rescue food within the Australian and New Zealand hospitality industry. It includes a loyalty program which helps chefs donate meals while receiving rewards. UFS required a B2B portal for chefs to order UFS products online; and manage the loyalty points accumulated by chefs for orders placed online and offline (through their CRM – Armstrong). The loyalty points can be redeemed for unique products on the portal.

Key Insight

The portal needed to be integrated with Mailchimp for marketing and also have the flexibility to be adapted for campaigns based on customer journeys and segments.


Developed on the Magento 2 B2B Enterprise, the Food Collective portal is multi-site – Australia and New Zealand. Both chefs and Sales Reps can place orders through the portal. Orders placed on the portal are automatically sent to the customers’ preferred distributor for fulfilment. Magento workflows were customized to handle UFS’s unique Loyalty program – customers are awarded loyalty points for purchases and donation amounts (number of meals) calculated for purchases. Integration with the Armstrong- custom CRM of UFS, helped sync orders between the two systems and enable loyalty points to be credited to customers for orders placed across systems. Email integration with Mailchimp helps manage cart abandonment & post-purchase campaigns. Automations are built into the system to encourage customers to make more purchases based on their journeys through the website. Faster search response was achieved using Elastic Search.


Since the launch of the website in July 2018, UFS brands are able to run promotions through the year and this has helped with an increase in sales and customer engagement.

Food Collective Page Screen