HelloFresh is treating fleet electrification as a broader operating-model challenge, not simply a vehicle replacement programme. In the Benelux region, the company will deploy Samsara across more than 500 electric delivery vans working from over 10 regional hubs, following a successful pilot in the Netherlands.
The move brings several operational functions into one connected environment. HelloFresh Benelux will use Samsara for advanced telematics, real-time safety coaching and temperature monitoring. Drivers will work with the Samsara Driver App, while the platform will integrate with HelloFresh’s proprietary IT landscape.
Digital infrastructure for a distributed fleet
Electric vehicles can support more sustainable delivery operations, but their value depends on reliable day-to-day management. A fleet spread across numerous hubs needs consistent information about vehicle condition, driving behaviour and delivery execution. In food logistics, that visibility must also extend to temperature compliance and the protection of product quality.
The planned architecture is intended to reduce the fragmentation created when safety, vehicle and workflow information sits in separate systems. A shared view can help operational teams identify issues earlier and coordinate responses across sites, although the practical benefit will depend on how effectively the data is embedded in working practices.
Safety and resilience at the last mile
Mark Sugirtharajah, Senior Director Logistics Europe at HelloFresh, said feedback on driving style would help the company strengthen safe driving practices, reduce incidents and protect the communities served by its delivery network.
The project is also relevant to the wider Industry 5.0 discussion. Digitalisation is being applied not only to automate decisions, but to support people in the operation: drivers receive feedback and workflow tools, while managers gain a clearer picture of distributed assets. The approach combines human oversight with real-time data rather than treating automation as a standalone objective.
For industrial and logistics companies planning electric fleets, the lesson is practical. Vehicle acquisition, operational data, worker support and quality assurance need to be designed together. HelloFresh’s Benelux rollout makes that integration a central part of scaling a lower-emission delivery network.
