Innovation with impact: how Citribel, together with Salesforce, transforms residual streams into value.

Citribel transforms: from citric acid producer to circular innovator

In a world where sustainability and innovation increasingly go hand in hand, Citribel is firmly choosing a future where social impact takes centre stage. The Belgian company, long known as a citric acid producer, is undergoing a fundamental transformation—not only in what it produces, but also in how it operates, communicates, and positions itself in the market. With technology, circular innovation, and a new market strategy, Citribel is reinventing itself from a fermentation company into a changemaker. Together with Inetum’s Salesforce team, it is building a digital backbone to support its sustainability ambitions.

From residual stream to valuable product

What began as a traditional fermentation activity is now evolving into a circular model where residual streams form the basis for new, sustainable applications. One of the most striking innovations is the production of mycelium—a fungal structure offering a wide range of possibilities, from fashion to interior design. MycaNova, for example, provides an eco-friendly alternative to PU-based plastics, which often contain harmful substances like PFAS. What started as a by-product may soon end up as a handbag on a catwalk—and that’s just the beginning.

Citribel is also developing MycoFence, a feed supplement for aquaculture. This product helps replace antibiotics in the farming of salmon and shrimp, aligning with stricter European regulations. The innovation recently won the Blue Wave Innovation Award, recognising Citribel’s impact on health and the environment.

New markets demand new ways of working

“Our customers have changed, so we must too. Thanks to our innovations, we now target completely different markets than before,” says Geert Reynaerts, IT Manager at Citribel. “The customers who buy citric acid are not the same as those interested in mycelium or MycoFence. That requires a different approach—both commercially and operationally. To support that, you need the right processes and tools.”

That’s why Citribel is investing in a new digital platform based on Salesforce technology. “The strength of this project lay in the shared vision,” says Eli Van Nieuwenhoven, BU Lead at Inetum. “Together with Citribel, we used technology as a catalyst for their circular ambitions.” The Salesforce modules implemented at Citribel include Manufacturing Cloud, Sales Cloud, and Revenue Cloud to manage sales processes and customer relationships. These modules were chosen to improve collaboration between departments (sales, customer service, and marketing) and respond more efficiently to a changing market. The goal is clear: work together more effectively, react faster to market signals, and communicate better about the company’s sustainability initiatives. “We want to centralise customer data, streamline processes, and improve the customer experience—from quote to complaint handling,” adds Reynaerts.

“Inetum not only brought technological expertise to the table but also helped align the project with Citribel’s strategic goals. From process design to change management, it was a journey of true collaboration,” concludes Reynaerts.

Technology as an accelerator for sustainability

Digital transformation is not an end in itself but a means to realise Citribel’s social ambitions. “We want to work more efficiently and better explain what we stand for,” says Reynaerts. “Until now, our communication was rather organic. Now we’re switching to a strategic and consistent approach. With this platform, we can share stories like the Blue Wave Award much more effectively and consistently.”

The partnership with technology partner Inetum plays a supporting role. “They understood our needs well and helped us choose a platform that fits our strategy,” says Reynaerts. “But it remains Citribel’s story. We set the course, and technology helps us sail it faster and smarter.”

Laying the foundations for a data-driven future

Although the project is still in full development, Citribel is already looking ahead. “We are now building the foundations for a data-driven organisation,” says Reynaerts. “In the long term, we want to gain insights from customer data, automate processes, and even move towards self-service. But first, we ensure the basics are solid.”

The customer is also central to this digital transformation. “We want to improve the entire customer experience—from first contact to aftercare—in a way that is efficient, transparent, and personal,” concludes Reynaerts.

A story that inspires

“With customers like Citribel, Inetum shows how technology not only improves processes but also accelerates social impact—precisely what digital transformation is all about,” says Van Nieuwenhoven.

In short, Citribel proves that sustainability doesn’t have to be a buzzword but can be a strategic choice leading to innovation, growth, and social value. Industry and impact can go hand in hand by turning residual streams into valuable products while investing in technology and customer focus. This is how the industry of tomorrow can look.

And that story? It sticks.

More information about Citribel: https://www.citribel.com/