Green Rabbit

Automation as a vital ingredient for succes

A few details

Starting Point

Around 2011, Green Rabbit started attracting large retailers, leading to rapid growth and doubling year-over-year revenue. According to CTO Gary Cifatte, the company relied on email, QuickBooks, Google Docs, and “spit and bubble gum” to support the business, which made it difficult to gain a clear view of operations. Managing data across multiple, non-communicating databases rendered real-time analysis impossible, often leaving the warehouse waiting on orders from IT.

Process definition

The approach

Seeking a unified system to manage financials, order management, and CRM, Green Rabbit decided to implement NetSuite. The company aimed for a cloud-based solution and successfully implemented NetSuite within three months. By February 2016, Green Rabbit had integrated its financials, CRM, and order management systems, streamlining its operations.

Seamless Automation

Fully automated order processing with NetSuite, eliminating delays and manual entry for millions of transactions annually.

Scalable Growth

NetSuite enabled tripling transaction volumes without impacting performance.

Optimized Logistics

Advanced algorithms ensure efficient shipping for temperature-sensitive goods.

Trusted Partner

Serving top retailers and CPG companies with industry-leading cold chain solutions.

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The full story

From Candy.com to Green Rabbit

In 2009, Candy.com launched as one of the first B2C and B2B food webshops in the US. The company quickly expanded into snacks, frozen foods, and other perishable items requiring swift, safe shipping. By 2017, it rebranded as Green Rabbit, a trusted cold chain logistics provider for perishable goods and groceries, while Candy.com continued as a subsidiary.

Operational Scale and Algorithm Efficiency

Today, Green Rabbit operates from three fulfillment centers across the US, processing tens of thousands of orders daily. Their sophisticated algorithm considers 15 variables to determine optimal shipping methods. Six of the top 10 retailers and four of the top 10 CPG companies with temperature-sensitive products rely on Green Rabbit’s services.

“We pick, pack, and ship from three facilities strategically located for one-day coverage,” said owner Balestrieri. “Our algorithm determines the best shipping method, packaging, and supply chain route.”

Overcoming Initial Challenges

Around 2011, Candy.com began commercializing its algorithm, attracting large retailers and experiencing rapid growth. However, CTO Gary Cifatte noted that reliance on email, QuickBooks, Google Docs, and “spit and bubble gum” created operational inefficiencies and data visibility issues. Managing data across multiple, non-communicative databases hindered real-time analysis and delayed warehouse operations.

Seeking an integrated, cloud-based system for financials, order management, and CRM, Candy.com implemented NetSuite within three months, going live in February 2016. “On that day, when the warehouse asked me ‘where are my orders,’ all I could think was they will never have to ask me again,” said Cifatte. “And to this day they haven’t.”

“NetSuite has kept up with our explosive growth. We can triple our volume without impacting our systems.”

– Gregory Balestrieri (CEO Green Rabbit)

Streamlining Operations

NetSuite eliminated order management delays and reduced data entry errors from manual processes. Integrating financials with order management and customer records provided a unified system, significantly reducing manual checks and follow-ups. The ability to customize workflows within NetSuite was crucial.

“As we started collating data from logistics and carriers, we encapsulated it into workflows and scripts within NetSuite,” Cifatte explained. “We built an algorithm on that foundation, enabling consistent and efficient order processing.” Automation became a cornerstone of Green Rabbit’s operations.

“Out of the multi-million transactions Green Rabbit processes annually, a single order is never manually entered,” Cifatte noted. “From a customer’s click on a retailer’s site to delivery, the process is fully automated.”

Continued Growth and Future Prospects

With assistance from integrator Dell Boomi, Green Rabbit developed its EDI system to communicate seamlessly with large retailers, functioning like an open phone line. Mobile capabilities have also driven new business. “In a sales meeting, we accessed sales reports on an iPhone, impressing the client with our preparedness and agility,” Balestrieri recalled.

Three years into its rebranding, Green Rabbit continues to grow at a double-digit annual rate, ready for more expansion. “NetSuite has kept up with our explosive growth,” Balestrieri said. “We can triple our volume without impacting our systems.”

About Green Rabbit

Initially founded as Candy.com, Green Rabbit was purpose-built to serve the eCommerce industry for the fast, safe, sustainable fulfillment and delivery of temperature-sensitive and perishable goods. Green Rabbit automates and manages the entire supply chain process, enforcing SQF Level 3 certification and industry best practices that ensure heat-sensitive items are delivered fresh, cost-effectively and in an environmentally conscious manner.