Royal Greenland – seafood for every dining table

Digitalising the B2B sales process to put more seafood on people’s dining tables around the world.

Royal Greenland

Royal Greenland is one of the worlds leading suppliers of seafood. Usually, Royal Greenland is associated with fine dining, but the company also has a large B2B business area which sells seafood to food service customers and industrial companies around the world. 

Working with Kraftvaerk, Royal Greenland streamlined its sales process and raised awareness and the availability of its products by digitalising the B2B sales process and product catalogue for the company’s industrial customers. With the new online catalogue, the B2B sales process is shorter, and product information is readily available to the global market. 

Digitalisation of the sales process

Royal Greenland wanted to increase its B2B sales by digitalising its sales process and implementing a digital product catalogue for industrial customers.

Product information

The new online product catalogue gives industrial customers a better overview of the available products and improves the availability of up-to-date product information.

Simplified purchasing

By digitalising the sales process, Royal Greenland now offers a better and faster shopping experience for its customers.

From phone calls to digital product catalogues

Global seafood sales to industrial customers is a large business area for Royal Greenland. With a digital product catalogue, Royal Greenland can reach B2B customers around the world, and offer them a wider range of products with up-to-date product information online. 

The product cataloguewhich was developed and implemented by Kraftvaerk, gives industrial customers a complete overview of Royal Greenland’s products and product information within seafood. The digital catalogue improves the customer experience through its filtering and search functionalities, and enables customers to quickly search for suitable products and build their own product range for easy reordering. 

Royal Greenland and Kraftvaerk have developed a new product database for foodservice fish and seafood products on the company’s website. The aim is to maintain product information in a customised and user-friendly tool that makes it easier for our industrial customers and Royal Greenland employees to find and share product information. The new product catalogue is an integral part of our website and sales environment. We are able to support sales with the latest information and provide open access to the product range.

— Hanne Kvist, Director, Market Dev & Marketing, Royal Greenland

Enhancing digital sales of fish and seafood

Royal Greenlands new online product catalogue has simplified the procurement process for the companys industrial customers. The product catalogue presents a wider selection of Royal Greenlands products, which improves availability and raises product awareness, and thus paves the way for increased sales. 

Kraftvaerk is a highly competent partner for this kind of a reform. The company’s skilled team of experts has responded excellently to our needs and challenges. They possess the necessary expertise, and solve tasks professionally and down to the last detail. The project management has also been exemplary, with all schedules strictly adhered to.

— Hanne Kvist, Director, Market Dev & Marketing, Royal Greenland

SAP integration, Episerver and Azure

The focal point of the new product catalogue is the integration with SAP, from which product master data is retrieved, as well as the structure and enrichment of categorisations (e.g. images and product descriptions) in Episerver. The product catalogue is hosted in Azure, where the integration logic for SAP is implemented with Azure Functions and data is stored in Azure. The front-end application itself is developed in Angular SPA, and embedded in Episerver. The product catalogue’s search engine, filter logic and routeing are implemented directly in the front end, which ensures a fast user experience for Royal Greenland customers using the solution. 

Putting customers first


Prags Boulevard 80, 4. sal

+45 70 22 64 80