The value of BeatRoute OnGround lies in transforming a vendor relationship into a true partnership. It’s our proactive strategy for collaborating directly without customers’ sales team and channel partners, to gain an unfiltered understanding of their daily challenges and execution reality. This ensures that every effort we take is geared toward solving the right problems and driving measurable business outcomes.

This time, that meant spending time with Apple & Pears Limited, a leading agro-allied FMCG company that blends local expertise with modern processing to deliver trusted food products across Nigeria, Apple & Pears Limited was incorporated in 2012. Their operations encompass an integrated facility to produce a wide range of premium products for the Nigerian market, including soya meal, concentrate and finished feed for the poultry industry, and refined edible oil, mayonnaise, ketchup, salad cream, vinegar, custard powder and Chocolate Drink.

The company has invested millions of dollars in land, building, and machinery with the goal of having an integrated facility that manages the complete value chain of the soya bean business, from sourcing to distribution. Their strong brands include Laziz Oil, La Mayo Mayonnaise, Laziz Ketchup, Laziz Salad Cream, and others. This extensive, integrated operation demands a high level of field execution and management, the perfect environment for BeatRoute technology to drive strategic advantage.

What Happened During Our Time at Apple & Pears

Apple & Pears opened their operation to us so we could see BeatRoute in action and understand where it fits into their daily workflow.

We shadowed their field teams during actual working hours, watching how promoters handle retailer visits, how they capture orders, manage stock checks, and coordinate with distributors. Seeing these activities in real time helped us spot what flows smoothly and what creates unnecessary friction.

One of the experiences that stood out was visiting the open markets with Apple & Pears’ team. These markets are the lifeblood of FMCG distribution across Africa. Thousands of small shops, kiosks, and street vendors keep products moving to consumers, but most of them still operate the old way: handwritten records, transactions built on personal relationships, and very little digital infrastructure.​

What we noticed right away was the hesitation around using technology. For many of these promoters and retailers, a smartphone app for business feels unfamiliar, maybe even unnecessary. They’ve been doing things their way for years, and suddenly asking them to check in digitally, log orders on a screen, or sync data to the cloud can feel like a big leap.​

That’s where OnGround becomes critical. You can build the best software in the world, but if people don’t understand why it matters to them, they won’t use it. Being physically present in these markets helps us see what’s getting in the way of adoption. Sometimes there’s confusion about how a feature works. Sometimes it’s the worry that the tool will slow them down instead of helping. Other times, it’s simply not having been shown how it makes their specific job easier. When we’re there, we can address those concerns in real time.

We also collected honest feedback from users at every level. What makes their job easier? What gets in the way? What do they wish the platform could do differently? This direct input is invaluable for understanding the gap between design intent and field reality.

We discussed recent product updates they’ve started using and gathered reactions from the people actually logging into the system every day. Their responses help us understand whether new features land well or need adjustment.

We previewed what’s coming in the product roadmap and asked for their input. What excites them? What concerns them? These conversations ensure we’re building toward needs that matter.

Before wrapping up, we planned the next phase together, defining rollout steps, identifying training needs, and agreeing on timelines that support their business goals without disrupting current operations.

What Support Looks Like 

For us, going live isn’t the finish line, it’s when the real work starts. Success isn’t measured by whether the system works technically; it’s measured by whether people use it confidently and whether it drives tangible business outcomes. That requires ongoing support that feels less like a help desk and more like an embedded partner.

Here’s how we approach it:

  • We apply global standards but localize the approach. An FMCG operation in Lagos has different rhythms and challenges than a retail network in Manila. We adjust our support model to match your business culture and operational context.
  • We deliver hands-on onboarding tailored by role. Field teams, managers, and system admins each get training designed around their specific workflows. We don’t disappear after training, we stay engaged until usage feels second nature.
  • We assign Customer Success Managers who stay close to your business. They’re involved from rollout through daily operations, troubleshooting blockers, and exploring ways to get more value from the platform.
  • We resolve issues quickly. Our average resolution rate exceeds 95 percent within committed SLAs. Downtime costs you money and momentum, we treat it that way.
  • We build support directly into the product. In-app chat, contextual guides, and embedded help mean users can get unstuck without leaving their workflow.
  • We treat your feedback as product intelligence. When your team surfaces a challenge, we’re not just fixing it for you, we’re feeding it into our product roadmap so it gets solved systemically.

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