9 tips to go digital in the natural food additives sector

Digitalisation is increasingly present in the supply chain of food and food additives. Digitalisation offers many benefits for suppliers, such as expanding markets, improving process efficiency and crop productivity, and creating better relationships with buyers. Keeping up with digital trends and tools is becoming more important for suppliers of natural food additives to be competitive and successful.

1. Understand what digitalisation can do for your business

If you are a supplier of natural food additives, you may feel digital tools are meant for large processing companies.

You might think they are too expensive, too complicated, or not necessary for small operations like yours. But today, even small and medium-sized businesses use digitalisation to grow, stay competitive, and meet the strict expectations of European buyers.

When used well, digital tools can help you:

• Save time and reduce errors: Automate tasks like batch tracking, documentation, or export paperwork.
• Improve product consistency: Use tools like moisture sensors to ensure stable drying conditions for products like paprika oleoresin, vanilla, among many others.
• Boost efficiency: Digital inventory or mobile scheduling tools reduce delays during processing or export preparation.
• Meet traceability and compliance needs: Collect and share sourcing data to meet strict EU requirements, especially for ingredients like stevia, guar gum, or coconut sugar.
• Show value to buyers: Digital tools help you prove claims like ''100% natural, or 'deforestation-free' through verified data.

Video 1: Overview of digitalisation in agriculture

Source: AgriFutures Australia, 2025

From producers to exporters, everyone in the value chain can use digital tools to improve their operations.

For example, harvesters and processors can track drying temperatures or storage conditions to preserve colour or essential oil content. On the other hand, exporters can use tools to manage certifications, track orders, and share real-time documentation with EU buyers.

However, many suppliers of natural food additives make similar mistakes early on:

• Trying too many tools at once without clear goals;
• Choosing tools that do not match your biggest challenges;
• Believing digital tools are only for people who know how to use technology, when in fact most are built to be simple and mobile-friendly.

The key to using digital tools effectively is to start with one clear problem and choose one tool to solve it.

Table 1: Examples of digital tools you might try

Source: ProFound, 2025

Going digital without a clear objective and a clear strategy can result in problems and difficulties moving forward.

2. Start selling your ingredients online to find more buyers 

If you want to sell your natural food additives to European buyers without travelling or paying for trade fairs, e-commerce platforms are a powerful way to promote your products and grow your business internationally.

These platforms help you connect directly with new buyers, prove your product’s value through digital documentation, and stay visible 24/7, all from your phone or computer.

Since COVID-19, e-commerce has grown rapidly and continues to shape how buyers in the food industry source ingredients. These include buyers of bulk oleoresins, gums, stevia, extracts, colours and syrups. Many of these buyers now look online to discover new suppliers.

If you are not listed on at least one B2B platform, you may be missing out on potential buyers discovering your product.

Here are some of the benefits of being listed and active on e-commerce platforms:

• Skip intermediaries: Deal directly with food manufacturers, flavour houses, and traders.
• Showcase quality and transparency: Upload certificates, test results, and origin data buyers expect.
• Reach global buyers 24/7: Your listing works even when you are offline.
• Cut communication time: Many platforms integrate messaging, payments and shipping all in one place.

It is important to remember that most e-commerce platforms use AI to decide which listings appear first, based on how well your content matches buyer searches. This means:

• Your titles, keywords, and product descriptions impact whether buyers even see your product;
• Listings that include certificates, photos, and traceability info increase trust among buyers;
• Some platforms even use chatbots to answer basic buyer questions automatically.

Table 2: Example of a good and bad product listing for paprika oleoresin

Source: ProFound, 2025

Buyers want clarity. Make sure you use every line of your listing to build confidence and visibility.

For most NFA suppliers, B2B (Business-to-Business) platforms are a better fit. These include:

• Knowde and Ingredients Online are tailored to buyers of nutraceutical and health-related ingredients.
• Alibaba, IndiaMart, Tradekey, Tridge are great for wholesale buyers around the world.
• Food Farm Hub is a global B2B marketplace that connects verified buyers and suppliers of food and agricultural products, helping streamline sourcing and grow businesses worldwide.
• AgriMarketplace, Producers Market, TruTrade in Africa, ComX in Nigeria are ideal for direct-from-farmer sourcing and working with smaller producers.

If you sell small, packaged goods directly to individual buyers, you can try B2C (Business-to-Consumer) platforms like Amazon or eBay. These are widely used but generally not focused on raw ingredients or bulk sales.

These platforms allow buyers to filter by origin, price, certification, or quantity, making it easier to find what they need.

Figure 1: Example of a B2B e-commerce platform

Source: 1-2 Taste, 2025 

Before you join a B2B e-commerce platform, make sure you have the following: 

1. A clear product description with keywords and uses
2. Photos showing the product, packaging, and labels
3. Digital references (for example HACCP, Kosher, Organic, FairTrade)
4. A stable internet connection and time to respond to buyers
5. An online payment method or bank account
6. A way to check and update your listing weekly

Some farmer groups and exporters may try to create their own e-commerce marketplaces. This is a risky effort, requiring strong entrepreneurial business and technical skills. Less complicated solutions, such as social media or existing marketplaces, may work just as well with equal or higher gains.

3. Use farm-level technology to boost yields and reduce mistakes

Digital tools are no longer optional. They are becoming essential for suppliers of natural food additives who want to improve their product quality, reduce mistakes, and meet the strict expectations of buyers in Europe.

Whether you are growing paprika for oleoresin, seaweed for hydrocolloids, or stevia for extract, the right tools help you:

• Monitor field conditions to ensure colour, resin, or sugar content remain consistent;
• Reduce processing losses by avoiding over-drying or harvest delays;
• Prove claims about purity, origin, and environmental impact with accurate data.

One study by a group of researchers linked to the BEYOND Centre and the WUR found that farms using digital agricultural recommendations, like smart irrigation and weather planning increased their yields by 12% to 17%, depending on the method used. In the food additives sector, this often means better margins, stronger traceability, and more stable buyer relationships.

Below is a helpful overview showing how technology improves agriculture.

Figure 2: The impact of technology on agriculture

Source: CoreDevs, 2023

Internet of Things

Internet of Things (IoT) technologies use connected sensors and smart machines to help you monitor and automate your farming activities. These tools reduce guesswork, save time, and improve yields, often with little human effort.

Here you find how IoT tools are used in agriculture:

• Smart irrigation: Sensors monitor soil moisture and weather. You irrigate only when needed, saving water and improving yields.
• Precision farming: Sensors and drones track crop health, growth, and nutrient needs. This helps apply fertilizer and pesticides only where necessary.
• Weather forecasting: Localised IoT weather tools help plan harvests, drying, and other activities around rainfall or extreme conditions.
• Automation: Tools like auto-seeders or robotic harvesters reduce manual labour and improve consistency, though they often require a higher initial investment.

Table 3: Example of common problems and how digital tools can help

Source: ProFound, 2025

While there are clear benefits to using new technologies in terms of productivity, one common downside is the significant investment required to adopt them. This means it is essential that you only invest in technologies once you are sure they are worth the investment.

Drones

Drones are among the most accessible IoT tools.

You can use drones to help you monitor crop health, identify problem areas, and plan treatments. Renting a drone can help you maintain consistency, reduce waste, and strengthen your functional claims. Many producers rent drones by the hour to reduce costs while still gaining valuable data for precision farming.

Table 4: Examples of usage of drones in agriculture in Africa

Source: ProFound, 2025

Low-cost IoT tools are already helping smallholder farmers improve efficiency and yields. For example, Netafim in India provides irrigation advice based on weather and soil sensors, while Farm21 uses low-cost sensors to guide farmers on water management, disease pressure, and optimal harvest timing.

4. Track the right data to improve quality and traceability 

If you want to work with European buyers of natural food additives, having reliable data is no longer optional.

Buyers will ask how you produce, test, and track your ingredients. Without clear data that shows relevant information, it is hard to meet the strict buyer requirements or prove your product’s true value. 

For suppliers of natural food additives like stevia, seaweed, and essential oils, data plays a key role in:

• Ensuring consistent product quality: A paprika oleoresin exporter can track harvest timing and drying conditions to maintain consistent colour intensity across batches.
• Tracking certifications: A stevia supplier can use data logs to document organic input use and generate reports for HACCP audits.
• Providing traceability across batches: A seaweed hydrocolloid producer can link drying dates, source location, and batch codes to meet traceability requirements for EU buyers.
• Planning for climate risks or delayed harvests: A liquorice root producer can use temperature and rainfall trends to schedule digging at the optimal time.

Data helps you go from reactive to proactive, whether you are monitoring fields or managing post-harvest drying.

It is important to remember that you do not need complex systems to start. Even small steps with free or low-cost tools can make a big difference.

Examples of digital tools for data analysis include:

• Microsoft Excel and Google Sheets are easy tools to track harvest dates, input costs, and drying logs.
• Cropin gives satellite-based farming insights for climate-smart decision-making.
• iFormBuilder lets you collect GPS data, photos, inputs, and farmer info from the field
• FarmerLink helps with crop selection, irrigation planning, and pest management
• FarmStack delivers updates on soil, weather, and sustainable practices via voice or app

However, bad or incomplete data can cause more harm than good. 

Without a clear system, important information can be missed or recorded incorrectly. This can lead your team to make costly mistakes, and buyers may even reject your shipment if your traceability documents are incomplete or unreliable.

To make data work for you, you can follow this simple process:

Figure 3: 4 simple steps to go from data to better decisions

Source: ProFound, 2025

In sustainability-driven markets, it is not just about the product.

These numbers help buyers connect with your mission and your materials.

5. Introduce simple finance tools to help your suppliers

Many small farmers who grow natural food additives do not have access to banks or loans.

This makes it difficult for them to buy better tools, improve post-harvest practices, or track their expenses. As an exporter, the struggles your suppliers face impact you too. When farmers cannot invest in quality, it is much harder for you to meet the high standards of European buyers.

Digital Financial Services (DFS) offer a simple solution and provide financing to previously unbanked customers. DFS are especially useful in regions where traditional banking infrastructure is weak. DFS focuses on:

• Saving money;
• Receiving secure payments;
• Accessing small loans or crop insurance;
• Building a credit history over time.

When your farmers can access financial services, you get better quality, stronger traceability, and more reliable supply.

Here are some examples of accessible digital tools you could consider using:

• KoltiPay is a mobile finance tool by Koltiva that supports e-payments, loans, savings, and crop insurance for rural producers. It is available in FarmCloud (farmers), FarmGate (traders), and FarmRetail (input shops).
• Mosabi is a financial education app that teaches money skills and connects producers to lenders using activity-based credit scoring. It is ideal for building financial literacy and access to digital finance.
• Credit Wallet is a platform that offers token-based payments and live transaction tracking across agri-value chains. The platform is useful for improving transparency and cash flow monitoring.
• CashCard is a mobile finance tool for Nigerian farmers, offering micro-credit, farm input access, SMS market prices, and mobile payments—using just a phone number.
• Farmerline is a platform that gives smallholder farmers a digital ID and flexible payment options for farm inputs. It helps improve financial access and input delivery in West Africa.

Imagine you are a seaweed exporter in Indonesia.

Your farmers are struggling with poor drying conditions, lack of storage, and long delays in receiving payments. So you decide to roll out digital finance tools to improve product quality and prepare for traceability demands from your European buyers. 

Here is what a 5-step approach might look like:

Table 5: How an exporter could use digital finance tools

Source: ProFound, 2025

If executed well, in just a few months farmers will become more confident, product quality improves, and you gain reliable data that builds buyer trust. This can all begin with just one digital tool and a bit of practical training.

6. Create traceability records to meet EU buyer demands

If you are exporting natural food additives like coconut sugar, vanilla extract, or stevia, European buyers are likely to ask you whether you are able to prove where your product came from.

Traceability is no longer just a nice-to-have. More and more, buyers in Europe need proof that your product is clean, responsibly sourced, and safe to use in foods. If you do not have clear records, European buyers are more likely to reject your shipments or choose another supplier who does.

New EU regulations, like the Corporate Sustainability Due Diligence Directive (CSDDD) now require businesses to trace their ingredients and show how they were sourced. At the same time, consumers in Europe are demanding more information about a product’s origin, especially for ingredients used in natural, organic, or clean-label products.

But you do not need expensive software to get started. Even a basic system like using a notebook or Excel shows buyers that you are serious about quality and traceability.

Table 6: Example of a simple traceability system you can manage

Source: ProFound, 2025

While this is a very basic setup, it can impress buyers, especially if you update it regularly and share key documents.

Blockchain is a secure way to record and share data that cannot be changed or deleted. You can use blockchain and give buyers full visibility into your supply chain. For example, Bext360 uses blockchain to show who harvested your ingredient, how they were paid, and where the product went, making it ideal for buyers who want clear proof of origin.

It is important to remember that all these tools work best if you already have a basic traceability system in place.

Here are some of the benefits for you as a supplier when you introduce traceability systems: 

• Buyers trust transparent suppliers: If you can prove your sourcing and handling practices, buyers are more likely to choose you over other suppliers who cannot. Traceability builds long-term business relationships.
• You reduce the risk of rejected shipments: If you can trace your ingredients back to organic farms or deforestation-free land, buyers are often willing to pay more. Verified products help you stand out in a competitive market.
• You are prepared for audits, product labels, and EU regulations: When a buyer asks for proof, you already have records ready. This includes data like who harvested the ingredient, how it was handled, and what batch it belongs to. The CSDDD requires this kind of documentation.
• You prove your social and environmental impact: Traceability is not only about paperwork, but also about showing the positive work you are doing. If you support smallholder farmers, reduce emissions, or use sustainable harvesting practices, traceability helps you capture and share this impact.

7. Implement email marketing automations to tell your brand story and build buyer trust

One of the easiest and most effective ways to go digital and build trust with international buyers is by creating a short, educational email series to introduce your business. Instead of sending a long PDF or a one-time company profile, this approach lets buyers learn about your brand in small, easy-to-digest steps. Email marketing should be used as an addition to sending personalised emails to high-potential buyers. Personalised emails generally create more valuable leads.

Email marketing remains one of the best tools to connect directly with buyers. When done well, a series of consistent, helpful messages shows that you are professional, reliable, and serious about building a relationship.

With just 3-5 emails, each around 500–800 words, you can explain who you are, how your products are made, and the value you bring. It is a simple way to stay top-of-mind and give buyers information they need to make a decision without pressure.

Thanks to AI tools like ChatGPT, anyone can get started. You can use AI to:

• Write your first draft clearly and quickly: For example, create a message about how your paprika oleoresin is harvested and tested for colour quality, or how your stevia extract supports clean-label food trends in Europe.
• Improve your English or make your message more professional: If you are unsure about tone, grammar, or clarity, AI can rewrite the email to better match what European buyers expect.
• Organise your message: AI can help structure your emails in a way that builds interest, step by step, while keeping the tone friendly and trustworthy.

Knowing how to ask the right questions, or "prompts", makes a big difference.

Here are some examples you can copy and paste:

• "Write an email about how our paprika oleoresin is harvested and dried in India to meet EU colour standards."
• "Explain how our seaweed hydrocolloids are sustainably sourced and used in clean-label sauces."
• "Help me write a message that shows how our stevia extract supports health-conscious trends in Europe."

You can also ask AI to translate your emails into English or make your message more formal, depending on your audience.

Here is one format that works well for natural food additive suppliers:

1. Our Story: Who you are, what you produce, and why you do it
2. Meet Our Producers: Short profiles with photos or videos of your team, farmers, or community
3. Our Impact: How your business supports sustainability, biodiversity, or fair income
4. What Makes Us Different: Your unique strengths (e.g. certifications, purity, colour stability) with proof
5. How to Work With Us: Clear next steps for sampling, trial orders, or buyer support

Figure 4: 5-day email sequence of a coconut sugar supplier

Source: ProFound, 2025

You can use free tools like Mailchimp or Brevo to send these emails automatically. When a buyer fills out a form or clicks a link, they receive the full email series without you having to send anything manually.

8. Leverage AI tools to work faster and look more professional

According to The World Economic Forum, AI in agriculture is expected to grow from $1.7 billion in 2023 to $4.7 billion by 2028. This growth includes AI tools that help small businesses work smarter, improve product quality, and meet export requirements.

As a supplier of natural food additives, it is important to show European buyers that you are ready for the future. These buyers now expect clear traceability, digital documentation, and proof of sustainability and quality.

Even small exporters can now access free AI tools to make better decisions, prepare export documents, and improve buyer communication.

Here are some free tools you can already start using to get beginner-friendly answers.

ChatGPT

Tool that can help you get quick answers, ideas, and solutions to business problems.

Use it as your partner in thinking, and ask it questions like:

• "How can I prove the origin of my seaweed for EU traceability rules?"
• "Help me write a product description for my organic paprika oleoresin."
• "Can you summarise the latest EU pesticide rules for stevia products?"

You can also use it to draft responses to buyer emails or sample requests, create simple checklists for preparing Certificates of Analysis or organic documentation, or practice answering common buyer questions like "What makes your gum arabic different to your competitor’s?".

ITC SME Trade Academy

Free platform offering easy-to-follow courses for exporters.

Here are two recommended courses to get you started:

• Introduction to Artificial Intelligence for Digital Freelancers will teach you the basics of AI, how tools like ChatGPT work, and how freelancers and SMEs can use AI to save time and improve workflow.
• Special Session: Internationalization of Digital Businesses explores how digital tools can help your business reach global markets, with practical strategies for marketing and international expansion.

Other tools

Here are some other free resources to explore:

• SourceTrace tracks your supply chain and farm data.
• Google Drive stores and shares documents.
• Canva creates brochures and sell sheets easily.
• Loom records quick videos for buyer follow-up.
• Mailchimp sends product updates and newsletters.
• ChatGPT writes emails, documents, or checklists fast.
• COLEAD offers self-paced agriculture courses and sustainability training tools.
• CBI for product fact sheets, market trends, and buyer connection tips for NIHP exports.
• FAO for free publications on agriculture and food system innovations.
• Agrolearning by Solidaridad offers mobile-based sustainability training for farmers and exporters.
• Rodale Institute to learn about organic farming with free guides and courses.

It is important to remember that AI will not replace your work. But it can be leveraged to help you work faster, easier, and more professionally.

Figure 6: AI tools that can be used to boost your productivity

Source: Quixy, 2025

9. Look for local or international projects that can help you go digital

Implementing digital tools in your operations takes time, money, and dedication. As valuable as it is, going digital still requires considerable effort. Many digital technologies have a high cost of adoption, can be very expensive, and need a learning curve. Most suppliers may need external or extra training to use tools effectively. Suppliers should turn to organisations or partners who offer support and guidance in the digital transformation process.

NGOs, private sector organisations, and government entities with an active role in agricultural development will likely have a role in the digitalisation of farmers and SME exporters. They often develop, monitor, or fund digitalisation projects for agriculture. It is important to find out which digitalisation projects near you suit your needs, offer help or financial support. This will make the digital transition more effective and useful.

Examples of digitalisation projects in developing countries:

• The Agrifin project supports the introduction of digital technologies and innovation services to smallholders in Indonesia. In 2021, the project conducted in-depth research into the Landscaping of the Digital Agricultural System in Indonesia. It proposed several interventions that could be carried out in the spice and herb sector.
• TAMAP is a project funded by the European Union (EU) in Sri Lanka. TAMAP aims to support the creation of an enabling environment for sustainable and efficient agricultural production. The project supports the implementation of digital agricultural applications, including producers of spices and herbs.
• Village Link is an example of a digital support project in Myanmar. The company developed the application Htwet Toe which allows farmers to upload photos of their crop issues and ask questions in recorded voice messages. Within 12 hours, farmers receive advice from agricultural professionals on suggested treatments.
• The Agricultural Innovation Project supports Egyptian smallholder farmers (including spice and herb producers) in using digital solutions. The project was funded by GIZ and aims to improve access to information on input supply, marketing, and extension, as well as financial services.
• The EU-funded programme Markup supports spice and herb producers and processors in Kenya, Uganda, and Tanzania. In collaboration with partners, the project supported the establishment of the East African Trade Information Portal and the Kenyan Trade Portal. It also supported a joint venture between a Dutch investor and the Tanzanian spice company Trianon.
• The Technical Centre for Agricultural and Rural Cooperation (CTA) develops numerous digitalisation projects in Africa. In 2017, the project Transforming African Agriculture: Eyes in the Sky, Smart Techs on the Ground supported ICT start-ups in developing countries to acquire the capacity to deliver UAS services. From this group of supported start-ups, Africa Goes Digital was born. This is an association of digital operators seeking to enable and promote the use of digital technologies for development in Africa. The members of this association offer multiple services such as UAS-based consultancy and training. The association now has 41 members in 21 African countries, most of which offer drone services.

Figure 7: Africa Goes Digital Members

Source: Africa Goes Digital, 2023

ProFound – Advisers In Development carried out this study on behalf of CBI.

Please review our market information disclaimer