LoginBehind the scenes
Why I want to make myself redundant at FruCare
When I started FruCare, I wanted to build my own business. Along the way, a second goal emerged: a company that keeps moving forward without every task having to go through me. Spending less time working in my business and more time working on it. That idea now shapes how we organise FruCare and led to a new company: Multomato Systems.
The right people in the right roles
FruCare's production, packaging and shipping are handled by social employment company WEBO in Sint-Katelijne-Waver. Their team processes, packs and ships our products. This partnership gives FruCare a solid foundation and creates work tailored to people's needs.
For me, this partnership also made one thing clear: growth does not have to mean taking on more and more tasks myself. I can use my time to develop the business while a dedicated team keeps the day-to-day operations running.
Gradually reducing manual work behind the scenes
I am building automation for the remaining operational tasks. Around 95% of those tasks are currently automated. That leaves roughly one task in twenty that still needs my direct involvement. My ambition is to reach 99% automation by the end of next year.
Much of my attention now goes into further training and refining the AI systems. I give feedback, fine-tune instructions and help them handle exceptions correctly. This is how I try to make every recurring task run better the next time.
For 2026, our growth now looks set to be more than double my original growth forecast. From experience, I can see that the time freed up by automation helps us achieve that.
From a FruCare problem to the Marketomato app
One task kept getting put off: our social media. I had plenty of photos, but too few made it online. Choosing images, optimising them, writing copy and publishing everything kept slipping down the list of other tasks.
Because I also wanted to help other entrepreneurs with this kind of work, I founded Multomato Systems together with Stef and Elke van Dyck. Our first app, Marketomato, addresses exactly that problem. It turns your own photos into social media posts and helps schedule and publish them. You choose whether to review and adjust them first or let them be published automatically.
At FruCare, this means a post goes out every week, along with a series of stories. Our photos are finally being used and our products stay visible, without me having to repeat the whole task each time.
Where we want to go next
The next step is to automate social media advertising too, both for FruCare and for our customers. After that, we want to keep building towards complete online marketing across several channels.
We are also working on a central system that entrepreneurs can connect their existing software to. The aim is to automate, monitor and adjust processes from one place.
My ultimate goal remains the same: to make myself completely redundant in the day-to-day work while FruCare continues to grow. That will let me keep exploring and developing new opportunities to improve our products for our customers and the planet.
Do you run a business and recognise this kind of recurring work?
Discover what we are building with Multomato