CONTEXT / PROBLEM

Email-based ordering was hard to sustain as customers & orders grew

Fiddle’s was handling B2B orders through email. With around 40 retailer customers initially, handling orders, special requests, and custom price lists in this way was manageable but inefficient and prone to errors.

As brand awareness grew and retailer demand increased, the number of wholesale customers expanded significantly. What had worked at a smaller scale began to create more coordination work for the team.

The challenge was maintaining accuracy and consistency as customers and order volume increased, without adding more administrative overhead.

WHY TURIS

Making ordering easier for customers without more admin

With the limits of their existing setup clear, Fiddle’s needed a way to support more retailers without increasing the amount of coordination required per order.

They chose Turis to:

• Give retailers an easier way to place wholesale orders themselves
• Reduce the day-to-day back-and-forth involved in processing orders
• Apply customer-specific pricing consistently & automatically

“We wanted a solution that would let us focus on what we love—making great snacks and inspiring our customers. Turis has allowed us to do that without the constant back-and-forth of managing orders manually,”

SOLUTION

Retailers order online; pricing & accounting stay aligned

With Turis in place, Fiddle’s moved wholesale ordering into a dedicated B2B storefront.

Retailers could place orders online themselves, using price lists tailored to their individual agreements. This removed the need for ongoing email coordination and manual price checks when orders came in.

Turis was integrated with E-Conomic, allowing orders to flow into Fiddle’s existing accounting setup. As a result, wholesale orders, pricing, and order data stayed aligned without additional manual steps.

The overall workflow became simpler: retailers ordered directly, pricing was applied correctly, and the internal team no longer needed to manage each order through back-and-forth emails.

IMPACT

More time for brand-led growth

With less time spent coordinating wholesale orders and checking details manually, Fiddle’s sales team could focus more on customer engagement and brand-building work.

That meant spending more time working with retailers, developing new snack flavours and formats, and building the brand through social channels like TikTok and LinkedIn. It also allowed the team to stay focused on sustainability initiatives and community partnerships that are central to the brand, rather than being pulled into day-to-day order administration.

As wholesale demand continued to grow, Fiddle’s is now able to support over 1,000 retailers, up from around 40, while keeping the team focused on the work that differentiates the business.