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A leading fruit and vegetable group in southern Europe moves from keying in orders to supervising an automatic process.
The team stopped keying in orders and moved to supervising an automatic process.
Agroponiente is one of the largest fruit and vegetable groups in southern Europe. From El Ejido, it moves a broad catalogue of fruit and vegetables to retail chains, wholesalers and international customers, with revenue of around 350 million euros and close to 1,000 people on staff.
Operating at that scale has a direct consequence in the back office: hundreds of orders coming in every week. A significant share already arrives structured via EDI and integrated into their ERP, Hispatec. But a large part arrives by email — in PDF, Excel or TXT — and another part by WhatsApp and phone call. All of that had to be keyed in by hand by the administrative team, buyer by buyer, line by line.
The objective was clear: the team should stop keying in orders and move to supervising an automatic process.
The group works with a very diverse portfolio of buyers, each with its own format and its own rules. Automating that requires interpreting each document, translating the buyer's references into the ERP catalogue, applying the business rules and pushing it into Hispatec without friction — all against a closed ERP and an operation that leaves no room for half measures.
Agroponiente implemented Magic Orders for the orders that arrive by email. The system reads each order in its own format (PDF, Excel or TXT), recognises the products, applies the business rules and transfers it directly into Hispatec. EDI orders were left outside the scope for a simple reason: the group already had them integrated. Today Agroponiente processes orders (PDF, Excel, TXT) with more than 30 different order formats.
For the orders that arrive by WhatsApp or phone call, the piece is the Consentio App: the sales reps — both office-based and auction-floor — enter the order directly from their mobile or computer, quickly, without going through the administrative team.
The deployment relies on a deep synchronisation with Hispatec — orders, catalogue, price lists and customers — with automatic price-list updates several times a day. The project started at the beginning of 2023 and has grown steadily since then.
Today Agroponiente has more than 30 active buyer formats being processed automatically through Magic Orders, and the number keeps growing. In parallel, order entry through the App has removed a bottleneck from the administrative team that previously absorbed everything.
The result is a back office that supervises instead of keying in, and a sales team that spends its time on what moves the business — selling.
Do you receive orders by email, WhatsApp or phone that you still key in by hand? Let's talk about how to automate them.
