Proud to be partnering with AF Group Skip to main content

Raising the bar for digital experience for AF Group members

Netcel are delighted to announce our digital partnership with AF Group, the largest cooperative farm input buying group in the UK. 

It is an exceptionally exciting and challenging time for British farming. Consumer demand for high quality combined with the continuing pressure on costs, sustainability targets and for greater efficiency, AF Group Members want to access the supplies and advice they need quickly and easily.

With that objective, we are proud to be partnering with AF Group, to deliver a world-class buying experience for their membership, and enabling farmers to be more productive and more profitable.

Samantha Barrell, Head of Technology at AF Group noted:

“Our goal is to build a digital platform that helps us to improve the AF Member experience by creating an online channel to enhance our customer journey. From day one Netcel have grasped what we are trying to achieve and understood the importance of putting the AF Member experience first. This is a large scale and exciting new project for AF and we are pleased to be working with a committed and experienced partner in Netcel."

Justin Masters, CTO at Netcel commented:

"We are delighted to be partnering with AF Group on their digital journey to transform and evolve how they make a difference for their members. It’s a pleasure to be working with their team and driving ambitious change, utilising Optimizely’s B2B Commerce capabilities to enable their ambitions, deliver the complex nuances of a B2B commerce platform and maximise their existing investment in ERP."


We are a leading digital product consultancy, helping organizations discover, create, and improve digital experiences. We create intelligent digital products using the power of insight, design thinking, and market-leading Optimizely DXP technology.

AF Group

We procure inputs for farming and other rural businesses all over the UK. We are owned by our AF Members and are the largest cooperative farm input buying group in the country. We are the indispensable ally of farmers. We champion the most progressive, transparent and best value procurement practices to help our AF Members be more profitable.


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