Solutions that work in the real world

Danish Agro works with a large and complex product range across markets, business areas, and channels.
Product data was spread across systems and workflows, making it difficult to ensure consistency, pace, and quality in digital solutions.
The result was increased complexity in daily operations — for both the business and the teams working with data and digital channels.

The goal was not just to consolidate data, but to create a robust foundation capable of supporting the business's size and growth over time. A single, unified starting point for product information - built for day-to-day operations, ongoing development, and future requirements. The solution must also support the close collaboration with farmers and serve as a digital tool in their daily work.

Pico helped Danish Agro structure and centralise product data and connect it more closely with their digital platforms.
The solution was designed as a living foundation that could evolve alongside the business — not as a static system. The solution includes:

• Group PIM solution

• CMS for more than 80 brand sites

• New customer portal, Mit Landbrug

• B2B e-commerce solution

Mit Landbrug can also be used as a Progressive Web App on the farmer's smartphone, and is optimised to function both as an uncompromising desktop experience and a simple, action-oriented mobile experience.

Today, Danish Agro has:

• A unified data foundation that provides clarity across the organisation

• More efficient workflows for managing product data

• Better alignment between data, web, and business operations

• A digital setup that can be scaled and developed further over time

This has created peace of mind in daily operations – and a stronger foundation for future growth.

"The collaboration with PicoPublish has ensured the focus on process optimization within the business, where digitalization replaces manual and human processes, exactly as hoped. In addition, we have managed to think big from the start with a Group solution, both in terms of Mit Landbrug, Webshop and PIM, so that rollout to other brands can be done cost-effectively and with fast time-to-market on the platforms."

Anders Sørensen, Director – Business Transformation & Digital Solutions, Danish Agro

When Dagrofa launched a major IT and digital transformation, one of the first — and most critical — steps was to replace an aging master data system.
Product data is a central part of Dagrofa's value chain and forms the foundation for more than 90,000 products across Meny, SPAR, Min Købmand, and Let Køb.

At the same time, the solution needed to support the daily workflows of more than 50 employees who work dedicatedly with product master data.
All of this had to happen without the operational business noticing the transition.

The goal was not merely a system change, but to establish a robust master data foundation that could:

• ensure high and consistent data quality

• support efficient workflows in everyday operations

• function reliably at large scale

• integrate with the existing system landscape

• form the basis for further digital development

In short: a solution capable of carrying the transformation – both technically and organisationally.

Perfion PIM was already pre-qualified as the master data platform when Pico entered the collaboration.
As a Gold Solution Partner – and with extensive experience in complex Perfion implementations – work could begin immediately.

In close collaboration with Dagrofa:

• a new master data architecture was specified and designed

• 182 validations and 54 auto-enrichments were implemented to ensure data quality and consistency

• automations were established to support daily workflows

• seamless integrations were created to both AX and Dagrofa's in-house ERP system, S2U

• data cleansing and migration of 90,000 products from the legacy system were completed – without disrupting operations

The solution is built to operate reliably today – and to evolve over time.

Today, Dagrofa has:

• A modern and stable master data system that supports the entire value chain

• Higher data quality and more standardised workflows

• A setup capable of handling both volume and complexity

• A strong foundation for continued digitalisation and business development

The project has been driven by a close and trusting partnership, where accountability, ownership, and flexibility have been decisive for the outcome.

"Pico has been incredibly flexible and has shown great commitment to our project. In situations where the project has required particularly intense effort, we have been able to count on them being ready to help. Today we have a completed and stable system."
— Anders Faber Østergaard, Application Manager, Dagrofa

Dagrofa now has a master data foundation that not only solves a specific challenge – but supports a broader transformation of the business.

Pagunette works with a broad and varied range of home textiles, where each product can be configured in thousands of combinations.
Much of the product knowledge resided with experienced employees, and key processes were manual and difficult to scale.

This made it challenging both to support retailers effectively and to develop the business digitally in line with its ambitions.
There was a need for a more structured, self-service, and future-proof digital setup.

The goal was not merely a new webshop — but a digital foundation capable of:

• making complex product knowledge accessible and usable

• supporting dealers in their day-to-day work and decisions

• reducing dependency on key individuals

• creating a setup that could evolve over time

A universe where data, structure, and user experience work together.

Pico joined as digital partner and delivered a complete setup consisting of:

• A full e-commerce platform that presents the product range consistently and professionally

• A user-friendly product configurator that makes it possible to compose complex products intuitively and in real time

The configurator captures and systematises the knowledge that previously existed only with employees — and makes it available to retailers in a simple and understandable way.

The solution is built on a modern and flexible architecture where e-commerce, product data, configurator and back-end processes connect naturally.

Today, Pagunette has:

• A digital universe that matches the company's brand and ambitions

• Significantly improved product presentation and user experience

• Better customer journeys for retailers – with more self-service and fewer errors

• Automated processes and less dependency on key individuals

• A strong foundation that enables scaling and further development

This has created more stability in daily operations, faster time-to-market, and a digital setup that can evolve in step with market needs.

Pagunette is now a stronger digital partner for existing retailers – and a more attractive player for future customers.

ViboCold had an existing website and shop that worked technically, but where user experience, data foundation, and opportunities for further development all posed clear limitations.
At the same time, there was a need to support a more complex business – including the management of ViboCold's fleet customers and their products.

The previous solution was characterised by:

• limited user experience

• a data foundation that was difficult to build on

• a lack of flexibility in relation to new needs

• digital channels that did not fully reflect the company's ambitions

ViboCold wanted a partner who could take ownership, create clarity – and build further with respect for both the business and the brand.

The goal was not merely to improve a website, but to create a more cohesive digital setup that could:

• better support the business's workflows

• give customers and fleet customers a more intuitive experience

• make data and administration more manageable

• ensure a foundation that could be developed over time

Digital channels were to be a competitive advantage – not a bottleneck.

Pico took over responsibility for ViboCold's existing DynamicWeb‑solution and quickly got to work on both technical stabilisation and further development.

The collaboration included:

• taking over and further developing the website and shop

• implementing and executing ViboCold's new CVI

• developing a new online system for managing fleet customers' products

The previous weblog solution was replaced by a custom-developed admin and management system, built with a focus on usability, data quality, and future scalability.
The solution is based on DynamicWeb CMS, E‑commerce and PIM – supplemented by a custom-built React admin portal and the necessary integrations.

Everything is designed as one unified ecosystem, where data, user experience, and operations connect naturally.

Today, ViboCold has:

• A modern website and shop that supports both brand and business

• A significantly improved data foundation for their fleet customers

• A better user experience – both internally and externally

• A digital setup that can be developed further without starting from scratch

• A partner who understands both the technology and the business behind it

This has given ViboCold greater freedom to act, more peace of mind in daily operations, and digital channels that genuinely support their growth and ambitions.

The collaboration is built on a shared view that digital solutions are not about systems in themselves – but about creating clarity, value, and better decisions in practice.

Frøslev Træ works with product data that needs to function across many channels: web, Byggebasen, customer-specific flows, and price lists.
Previously, the handling of product data was characterised by manual processes, varying data quality, and a lack of coherence between systems.

This created challenges in everyday operations, including:

• inconsistent data (measurements, units, and values)

• a lack of shared data foundation across web, Byggebasen, and ERP, among others

• time-consuming manual corrections and processes

• limited ability to scale data use to new channels

At the same time, there was a need for better internal anchoring, clearer processes, and a more stable operating model.

The goal was to create a robust and future-proof data foundation that could:

• serve as a single source of truth for product data

• support reuse of data across channels

• reduce manual processes and the vulnerability of knowledge being tied to individual key people

• ensure stable operations, support, and the ability for ongoing development

In short: a setup that could both create stability in day-to-day operations and leave room for development.

Pico helped Frøslev Træ establish Perfion PIM as the central master data environment for product data.

The solution includes, among other things:

• Structuring and configuration of product data, including features, datasets, variants, and data model

• Integration between Business Central (ERP) and Perfion, with automated data cleansing and conversion from Business Central to Perfion's data model

• Integration from Perfion to Byggebasen via Inload – and a return flow from Byggebasen to Perfion and onwards to ERP

• Foundation for reuse of product data for web, customers, and product sheets

In addition, Pico has taken over operations, hosting, support, and further development of both the Perfion solution and Frøslev's websites – including Frøslev and Acoustic Design – as part of PicoCore/SLA.

Frøslev's website is also in the process of being upgraded from Umbraco v13 to v17 to ensure a more up-to-date and future-proof CMS setup.

In parallel, Pico has provided technical and process advisory support through facilitated workshops and clarification processes focused on internal anchoring and shared understanding.

Today, Frøslev Træ has:

• One shared data foundation for product data across systems and channels

• More consistent and higher data quality

• Significantly fewer manual processes and corrections

• Better conditions for scaling data use to new channels

• A stable setup with clear operations, support, and accountability

This has reduced complexity in everyday operations, improved time‑to‑market, and created a stronger foundation for both business and digital development.

Frøslev Træ now has a data platform and a technical architecture that can evolve over time – without repeating the work or building up new technical debt.

Uhrenholt works with food products where product data must be precise, up to date, and available across many processes and channels.
Previously, the handling of both new and existing products was characterised by manual workflows and a lack of structure.

This made it difficult to ensure:

• a single source of truth for product data

• efficient flows for new items

• consistent documentation and specifications

• reuse of data across systems and channels

The need was clear: a unified data foundation that could create overview, pace, and quality in everyday operations.

The goal was to establish a Single Source of Truth for product data – not just as a system, but as a way of working.

A setup that could:

• structure and manage new products from idea to finished product

• ensure consistent master data for both internal and external needs

• make product and asset data easily accessible across the organisation

• support reporting, catalogues, and sales processes

• scale without making processes heavier

Pico helped Uhrenholt implement Perfion as a central master data environment for food product master data.

The solution includes, among other things:

• A structured workflow for New Product Development in Perfion

• Actions, dashboards, views and filters that support daily operations and overview

• Integrations with AX and Monday for coherence between data and work processes

• A product and asset portal where data is gathered and easy to access

• A data layer based on Cosmos that ensures stability and performance

• A frontend with Relewise-based search for quick access to relevant content

In addition, automated PDF reports have been built – including a Master Data Sheet and a Product Specification Sheet – which are used directly in the portal.

Seller catalogues can now be ordered directly from the portal and generated via Perfion reports, and catalogue production now takes place automatically via EasyCatalog.

Today, Uhrenholt has:

• One unified and reliable data foundation for product data

• A significantly more efficient flow for new items

• Consistent product and specification documents

• Less manual work and fewer errors

• Better support for sales, operations, and collaboration alike

This has created more pace, better overview, and a working day where data is no longer a bottleneck – but an asset.

Uhrenholt now has a data-driven foundation that makes it possible to work more structured, scale the use of product data, and make better decisions across the organisation.

At HTH, product data currently exists across multiple systems, and the organisation has yet to work within a single, unified master data environment.
At the same time, catalogues are a central part of sales and marketing work, requiring ongoing updates to products, texts, images, and prices.

Catalogue work has therefore been characterised by:

• data that is retrieved and maintained in multiple places

• manual adjustments to texts, sections, and chapters

• dependency on external processes for price data

• proofreading rounds that require overview and coordination

The need was to create more structure and quality in catalogue production – without disrupting the existing business.

The long-term goal is clear:
HTH wants one shared place where product data is maintained, managed, and reused – and where catalogues can be produced in a more modern, flexible, and up-to-date way.

But the path there needed to be pragmatic and controlled.
The first step was therefore to create value where the need was greatest right now.

Pico has established a Perfion-based catalogue setup that supports HTH's current workflows.

In the solution:

• products are created and maintained in Perfion

• images are uploaded and structured

• texts, sections, and chapters are edited directly in catalogue context

• prices are automatically retrieved from HTH's pricing system upon PDF export

• completed PDF catalogues are sent for proofreading at HTH

The solution has created a more stable and manageable foundation for catalogue production – while respecting HTH's existing system landscape.

A new project has now been approved, in which a new Perfion solution will be installed and put into use as a proper master data system at HTH.

This means that:

• all product data will going forward be maintained in one place

• HTH will have full control over their data

• catalogues can be produced internally in a new and more up-to-date way

• Perfion becomes the foundation for further digital development and data reuse

The transition is planned as a controlled evolution – not a hard system switch.

HTH already has today:

• more structure and quality in catalogue production

• better overview of products, content, and prices

• fewer manual corrections and less friction in the process

And with the upcoming master data setup, HTH is facing a significant step forward, where product data moves from being a necessary task to an asset that can be reused and scaled.

HTH is thus moving from catalogue optimisation to a true data foundation – at a pace that matches both the organisation and the business.

Damstahl is a market leader in stainless steel with a very broad product range and a high number of variants.
But product data was maintained across systems, files, and individuals, making it difficult to gain an overview and ensure consistent workflows.

This led to:

• inconsistent data handling

• manual and time-consuming processes

• uncertainty about where the latest data could be found

• friction between teams

• heavy and slow catalogue production

At the same time, Damstahl wanted to strengthen the digital business with a B2B shop that could create real value – without placing additional burden on the organisation.

The goal was not merely to digitise existing processes, but to create a unified data foundation that could:

• provide a single shared starting point for product data

• reduce complexity in everyday operations

• support sales teams, customers, and internal teams alike

• make it possible to present a large product range professionally and efficiently

In short: more clarity, less friction — and better decisions across the business.

Pico helped Damstahl establish Perfion PIM as the central master data environment.

Everything is now structured and gathered here:

• all product data in one place

• categories, variants, and product logic

• distribution of data to the web via DataConnector

• generation of catalogues and product data sheets via automated Print Publishing

• data cleansing in connection with ERP upgrades

The PIM platform is closely integrated with ERP, making it possible to display live prices based on market prices as well as real-time stock status directly in the B2B shop.

The complete solution ensures that products are always displayed in the "right categories" – both internally and externally.

Today, Damstahl has:

• One central data foundation that eliminates the search for the right version

• Significantly fewer errors and more consistent data presentation across channels

• A B2B shop that relieves the sales team and functions as a real sales channel

• Live prices and stock status that create transparency for customers

• A catalogue production process reduced by 75% in time and resources

This has freed up time for advisory work and key accounts, improved time-to-market, and created more stability in the organisation.

Damstahl is now in a stronger digital position – with a setup that supports operations, sales, and future development.
Customers have gained more self-service and clarity online, and when a special order is needed, the conversation is still just a call away – just on a much stronger foundation.

Danish Agro consists of a wide range of brands across markets and national borders – each with their own target audiences, needs, and digital user journeys.
At the same time, there was a need for more shared structure and efficiency in the technical foundation behind the many websites.

With more than 80 sites and platforms, the existing setup was characterised by:

• significant variation in functionality

• heavy rollout of new sites and brands

• limited reuse of solutions

• high costs for maintenance and further development

A technology shift was necessary – but it had to accommodate both shared needs and local differentiation.

The goal was to establish one shared CMS foundation that could:

• reuse functionality across brands

• make it easy and fast to launch new sites

• support different design expressions and user experiences

• be intuitive for editors across the organisation

• work together with a modern, headless architecture

In short: shared stability – without standardising the business.

Following a software selection process, Umbraco was chosen as the shared CMS platform.
Umbraco was selected because it combines high usability with flexibility and fits naturally into a headless architecture.

The new solution includes, among other things:

• A central module library that covers a range of use cases and makes editing and building pages simple and consistent

• A headless setup that enables further development of business-critical features – either in collaboration with Pico or other partners

• A foundation that can be extended with e‑commerce features where it makes business sense

The solution is built to be rolled out across brands, countries, and organisations – without starting from scratch each time.

Today, Danish Agro has:

• One shared CMS foundation across more than 80 sites

• Faster and more consistent rollout of new brands and websites

• Greater freedom for local differentiation in design and content

• A user-friendly CMS that is easy to introduce to new editors

• A future-proof setup that can be developed continuously without creating technical debt

In 2025, the solution was recognised with an award for Best Cloud Solution at Umbraco – an acknowledgement that confirms both the technical and organisational approach.

Danish Agro now has a CMS setup that strikes a balance between shared structure and local strength – and that can carry the group's digital presence for many years to come.

"As the person responsible for the Danish Agro Group's approximately 80 different websites, I greatly value having a partner like Pico. The team is always approachable, highly knowledgeable, and brings innovative ideas to the challenges that inevitably arise when developing a system that needs to work across so many websites. Their expertise spans all phases of a project – from idea and design to structure and implementation. In my day-to-day collaboration with Pico, I experience that my challenges are taken seriously and responded to quickly."

- Jonas Frank, Webmaster, Danish Agro