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Upfield: The $1.7B Giant Hiding in Plain Sight
A deep dive into the surprising disconnect between Upfield's massive revenue and its digital footprint
Upfield is a $1.7 billion global food giant with nearly 5,000 employees, yet its corporate website attracts a mere 280 monthly visitors. This isn't a startup story—it's a masterclass in how legacy B2B operations thrive entirely offline while their digital presence remains an afterthought.
"Upfield proves that in B2B food manufacturing, revenue scales independently from web traffic—making traditional digital metrics meaningless."
The B2B Behemoth Paradox
With 4,861 employees and $1.7B in revenue, Upfield operates at a scale where digital presence becomes irrelevant. Their top search term 'unilever deutschland' (260 monthly searches) reveals a brand still tethered to its former parent company identity, suggesting a legacy mindset that prioritizes supply chain over SEO.
The Tech Stack Tells a Story
Upfield's tech stack reads like a 2010s time capsule: jQuery, Bootstrap, Backbone.js, and Moment.js. This isn't innovation—it's maintenance mode. The presence of DaisyUI and Tailwind CSS shows recent updates, but the core architecture remains dated, reflecting a company that invests in operations, not digital transformation.
The 13 Trustpilot reviews averaging 1.9 stars paint a troubling picture of customer experience. For a company of this size, that's not just a digital problem—it's a brand perception crisis. Yet paradoxically, their revenue continues to grow, suggesting that B2B relationships and wholesale distribution channels insulate them from consumer-facing criticism.
- Revenue doesn't correlate with web traffic in B2B manufacturing
- Tech stack suggests digital transformation is not a priority
- Low Trustpilot score indicates customer experience gaps
- Leadership team spans 5 continents, showing global operational complexity
Upfield is a $1.7B ghost in the machine
It thrives in the shadows of legacy B2B relationships while its digital footprint remains virtually invisible—proving that in the right industries, you can scale massively without ever mastering the web.
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1 keywordsHow is Upfield's SEO?
Meta Tags
Flora Food Group | Home | The next generation of food
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Reviews (4)
Shocking experience
My experience with this company was shocking. I bought Violife cheese and on eating it my tooth bit onto something very hard which I luckily did not swallow but it gave my tooth a problem. On investigating what this was I found it to be what looked like a small thick piece of nail (perhaps false) and under a magnifying glass I found 2 tiny specks of nail varnish which could not be removed when washing. Also on cutting the cheese afterwards to investigate further I found strange bright pink liquid on the knife and streaks in the cheese. They asked me to send the cheese and foreign object back to them for analysis. Their lack of communication over this very upsetting incident made things even worse for me. I had to email them many times and inform them I had a problem with my tooth and they ignored my emails and the manager of Violife even put the phone down on a friend of mine who tried phoning him to complain about the way I was being treated. Eventually I was told the object was a piece of tooth! They never admitted there had been a mistake and never took any responsibility for the trouble I had re my tooth. They only kept repeating that this could never have happened because their hygiene laws were so strict! In other words they were insinuating I was lying over this piece I had found in the cheese. They never gave explanations re the streaks in the cheese. I tried to contact David Haines the director of Upfield in Amsterdam by letter to let him know about the way I had been treated by Violife but I never heard from him. Only the emails from customer support. Do not buy from this company they are dishonest and you cannot trust their food, their hygiene controls or their customer support.
They are poisoning you
They are poisoning you, lying to you making you think their so called fake butters are good for you while doing damage to your insides. They are nothing but liars. Please eat REAL butter or skip it. We need to put these businesses out of business
DISGUSTING NON EXISTENT CUSTOMER SERVICE
I am absolutely disgusted in Upfield,s appalling, non existent customer service. I purchased some Elmlea double cream in early July and even though it was placed in the fridge within 30 minutes of buying it and a use by date of November when I opened it it looked like cream cheese. I completed an online complaint form and received a reply asking for photographs which I submitted by return this was on the 7th of July. Upfield acknowledged receipt of the photographs and in an email promised to send some vouchers for compensation. Since then I have emailed them three times asking why they haven’t sent the vouchers. Upfield always reply with an apologetic message and the last time said that they must have got lost in the post????? The last reply was on the 15th of September advising me that they would immediately investigate and still no vouchers have arrived. It’s been 3 months now and nothing. I purchase at least 3 Elmlea double cream per week and have had this issue before but this is the first time that I have complained. Upfield you are a disgrace you have failed miserably to look after your loyal customers. I am the one that is out of pocket and you just don’t care. Buyer beware!!! don’t bother complaining to this company as you will be wasting your time.
Upfield takes complaints not serious
I filed a complaint, but after sending details I did not hear anything
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About upfield.com
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Technology Stack
upfield.com uses 10 technologies across their website including Vimeo, HSTS, Google Tag Manager, Google Analytics, and more.
Video
Vimeo
Security
HSTS
Analytics & Marketing
Google Tag Manager, Google Analytics
UI Libraries
DaisyUI
CSS Frameworks
Bootstrap, Tailwind CSS
JavaScript Libraries
Moment.js, jQuery
Traffic & Audience
upfield.com receives approximately 280 monthly visitors. The website has a bounce rate of 100% with visitors viewing an average of 1.0 pages per visit. Users spend an average of 0:00 on the site.
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This page provides publicly available information about upfield.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit upfield.com directly at https://upfield.com.