Customer stories

How Upfield fast-tracked global growth by sourcing smarter

How Upfield fast-tracked global growth by sourcing smarter

Upfield transformed its sourcing strategies, improved outreach, and achieved impressive results with Fetcher in just six months.

Upfield logo


Upfield is a global leader in plant-based foods, at the forefront of driving positive change for both people and the planet through its established power brands and investment in cutting-edge food research.




The Netherlands


Food & Beverage

TL;DR: By adopting personalized, automated outreach and leveraging insightful analytics, Upfield streamlined its hiring process, made key hires, and eliminated the need for costly LinkedIn Recruiter seats, all within a span of six months.


The challenge

The solution

The result


Redefining candidate outreach

In the fast-paced world of talent acquisition, finding the right candidates can be like searching for a needle in a haystack. With budget concerns and manual sourcing challenges, the Talent Acquisition team at Upfield was skeptical about investing in new solutions.

However, a demo with Fetcher changed everything. Let’s explore how Upfield transformed its sourcing strategies, improved outreach, and achieved impressive results with Fetcher in just six months.

The challenge

Elevating sourcing strategies without increasing the budget

When Alex Morse, Upfield’s Talent Acquisition Manager for North America, came across Fetcher, he was skeptical about giving up control over his sourcing processes. He and the rest of Upfield’s talent acquisition team used manual sourcing methods to find and reach out to candidates.

inspecting illustration

They used LinkedIn Recruiter across their global team, but it was costly. Lowering the budget while investing in innovative solutions was a priority for the global plant-based food company. Bianca Eder, Upfield’s Global Head of Talent Acquisition, reached out to schedule a demo.

The solution

Thinking outside the traditional sourcing box

Alex found that seeing Fetcher’s platform on the demo helped him visualize how it could work for Upfield. Having candidates’ personal email addresses, the ability to schedule automated emails, and an easy-to-read dashboard ultimately sold him. With the potential to ease the sourcing burden on its 12-person talent acquisition team, they were eager to get started.

Now, just six months later, each team member and Upfield’s hiring managers entirely rely on Fetcher to source for roles across the globe, from brand managers and sales specialists to safety supervisors and quality analysts.

Personalized, persistent outreach

One of the aspects that had an immediate impact on Upfield’s outreach is Fetcher’s sourcing of personal email addresses.

Alex finds that candidates appreciate the time and effort this extra step takes – even though it’s all done automatically by Fetcher’s platform. “From a psychological standpoint, being able to email candidates directly makes people feel special,” says Alex.

Alex Morse from Upfield quote

The ability to automate follow-up sequences, which Upfield couldn’t do before Fetcher, has also been a game-changer for increasing interest.

Clear email analytics for each open position make it easy for Alex to know how their messages are received. Easy-to-read open, response and interested rates give him the information he needs to know which emails are working and which ones need to be adjusted.## Helping hiring managers succeed

Upfield has also added its hiring managers to the platform, allowing them to provide feedback on candidates and send outreach sequences on their behalf. Alex notes that he also sits down with hiring managers to review the criteria when opening a new role. “It allows me to guide the conversation into what the hiring manager is looking for in terms of skills, titles they’d consider, etc.” Once batches of auto-sourced candidates start rolling in, he can quickly export a list of candidates for the hiring manager to review if they prefer.

Alex Morse from Upfield quote

Alex says that the performance dashboard is one of his favorite parts of Fetcher. These visuals are another tool for guiding conversations with hiring managers about the overall health of the pipeline. They know how the role performs over time and whether they’re contacting the quality and quantity of candidates needed to reach the final stages.

The result

Quality candidates paired with quality service

Upfield has made 12 hires in critical roles in less than six months, including a GTM Supply Chain Leader, a Senior Marketing Manager, and a Production Supervisor. Alex says that the follow-up outreach sequences and the fact that he doesn’t have to sift through unqualified candidates save him a lot of time each week.

Alex Morse from Upfield quote

Fetcher has also been a win for Upfield’s budget, as they no longer pay for LinkedIn Recruiter seats due to the platform’s efficacy. In a short period, their TA team has adapted to a new way of sourcing through Fetcher and built quality talent pipelines for their global roles.



response rate



interested rate


new hires

in first 6 months