Robotics manufacturer FineField conquers the world with SAP Cloud ERP

Dutch robot builder FineField conquers the world with SAP

S/4HANA Cloud Public Edition foundation for growth

FineField has a clear goal in mind: to become a global market leader. To make that growth possible, the Limburg-based manufacturer of harvesting robots swapped Excel for SAP S/4HANA Cloud Public Edition, with support from SAP partner Scheer Netherlands. A striking choice for a company that has only been around for five years? Director Marcel Beelen doesn't think so.

FineField launched a prototype of its harvesting robot for picking fresh blueberries in 2019. Five years later, the company has developed multiple models, and the robots are running in 15 countries, from the United States to Australia. The Harvy500 is the top model in the portfolio. It makes blueberry picking fully automated and with less damage to the berries than manual picking. “Using sensors, the robot 'senses' where the bushes are and determines its route independently,” Beelen says. “The harvesting robot takes over the work of 50 people, a godsend for growers who are finding it increasingly difficult to obtain labor.”

Leading position

“We want to be a global leader when it comes to innovation, sustainability and a premium quality crop,” Beelen says confidently. The recent establishment of a branch in the United States contributes to that goal. “Our priority now is growth. Then we will focus on further diversification, such as developing machines for picking other fruits.”

“We are what you would call a scale-up,” the director continues. But growth also brings complexity. “That's why it's essential that your processes for sales, purchasing, service, production and finance are in place. You have to have insight into your cash flow, manage your bill of material well and keep a grip on the quality of assembly. We already have parts scattered all over the world, and you want to have control over that.”

Preparing for growth

To maintain a grip on operations in the future, FineField decided early on in the company's development to scrutinize its business systems. Beelen: “We were working with a financial administration system, supplemented by a number of applications that we had tied together ourselves. My main tool was Excel, in which I kept track of cash flow. We needed to take steps to support and simplify further growth. If you wait too long to do that, it only costs more repair work.”

However, there was another reason to replace the separate tools with a mature ERP system: the continued development of FineField's service model. “Our service model is completely based on the Internet of Things. We receive huge amounts of data from the robot and through a digital twin we can see exactly what the machine is doing and where any problems are occurring. When a customer reports a malfunction, we immediately see where the problem is and help solve it quickly.”

Beelen sees opportunities to expand this concept further, including with artificial intelligence (AI). “We are already using data for predictive maintenance. In the future, a machine could place its own purchase order for a replacement part. However, that requires that the administration on the back end be in order. If that is well organized, even pay-per-usemodels could become a reality. Invoices will then be generated automatically based on usage.”

Move ERP in the cloud

After a package selection, FineField chose SAP S/4HANA Cloud Public Edition. “For us, it was an absolute requirement that the ERP solution run in the public cloud,” Beelen explains. “We don't want local servers and work completely in the cloud. Company information must also be easily accessible on the go via cell phone. SAP has made great strides in the area of ERP in the cloud.”

FineField purchases S/4HANA Cloud Public Edition through the GROW with SAP program, which supports scale-ups in their digital transformation for a fixed monthly fee. “With GROW, FineField has the security of a low cost base. It offers a complete system in which everything is integrated, with SAP taking care of management,” outlines Ferry Bogaards, managing partner of Scheer Netherlands.

Start small

Scheer Nederland, as SAP partner, guided the implementation of SAP S/4HANA Cloud Public Edition. Together, they chose a step-by-step approach. “Start small,” is Bogaards' advice. “At FineField, we first laid a solid foundation in three months. During that period, we focused only on the best practices needed for a good foundation. Then, step by step, you can add functionality to match the growth of the organization.”

“It is often thought that SAP is only suitable for large companies. As such, we are not a typical SAP customer,” Beelen notes. “However, SAP is perfectly suitable for smaller companies. Precisely because you can start small, and have the ability to let the ERP environment grow along with your needs.”

Solid foundation

In October 2024, FineField will go live with SAP S/4HANA Cloud Public Edition. “Thanks to Scheer's experience and their standardized approach, we can look back on a smooth project,” says Beelen.

Now that the basics are in place, the company is focusing on refining its service processes. “We want to closely monitor our machines, keep track of their condition and know exactly what needs to be replaced. Our asset management is crucial for this, so that we can best support customers with complete and up-to-date information.”

But first on the agenda is the integration of the new facility in the United States. “Once people start working there and operations are up and running, we need to integrate it seamlessly with our European organization,” Beelen concludes. “With SAP, we have a solid foundation to further support our international growth.”