Cargill is one of the largest agricultural commodities companies in the world. From wrangling cattle in America’s heartland, to crushing palm fruit in Indonesia, to providing critical ingredients to food service providers, Cargill has 150,000 employees and operates in diverse environments all over the world. As consumers look for healthier products to satisfy their indulgence, Cargill wants to extend resources and support to their bakers and confectionery customers with advanced information on oils, fats, shortening, omega-3 nutrition, and newer, healthier ingredients developed by the company.

Cargill’s bakery marketing team knew there are many factors – taste, mouthfeel, appearance, and stability – that shape the sensory experience of confectionery and bakery products. The challenge was: how do they inform and educate bakers and bakery associations? They turned to Avaamo to build a Bakery Services Virtual Assistant that would inform their customers of new formulations, services, and query Cargill on new ways to add healthy ingredients to their offerings. Additionally, catering to a consumer demographic, the virtual assistant was made available on WhatsApp in Asia to make it easy to access and respond.