How Agrana turned a trusted pricing methodology into a consistent 15-minute tool.
Industry
Manufacturing
Company size
50 - 200 Employees
About
AGRANA is an internationally-oriented Austrian industrial company that adds value to agricultural commodities to create sustainable food and industrial products. With approximately 9,000 employees and €3.2 billion in revenue, it is the world's leading manufacturer of fruit preparations and a major European supplier of starch and sugar.
"Their competency, attention to details, and soft skills of business analysts were impressive."
15 minutes
Time to produce a customer price, down from roughly half a day
1 methodology
One consistent cost-calculation method, applied the same way regardless of who's pricing the order
The Situation
Agrana is a global leader in food and industrial products — fruit preparations, juice concentrates, starch, and bioethanol — supplying large-scale food manufacturers across dairy, bakery, ice cream, and confectionery at industrial quantities. Agrana’s sales team had built deep expertise in pricing complex orders, often involving dozens of raw material inputs across multiple supplier relationships, and saw an opportunity to bring that same trusted methodology to life as a fast, modern tool.
Why they called us
Agrana wanted to take a pricing methodology their team already trusted completely and make it faster, more consistent, and easier to present to customers. Halcrow was brought in to build a system that pulled live data straight from SAP, applied that trusted methodology automatically, and let any salesperson walk into a client meeting with a number they could fully stand behind.
How we worked
We built an internal web-based cost-modelling tool — the Agrana application — designed around three things the sales team valued most.
A Live Connection Into SAP
The tool pulls raw material prices, customer records, finished product bills of materials, and customer-to-material assignments directly from SAP. Data refreshes on every SAP sync, so the price a salesperson sees always reflects current reality.
A Cost Model Built Around How Agrana Actually Produces
We built the calculation engine directly around Agrana’s silo-based production structure, with each silo carrying its own configuration for calculation patterns, production conditions, packaging specifications, and raw material pricing overrides — plus a reporting layer for comparing cost models across silos at a glance.
Control Over What the Customer Sees
Following a specific request from the sales team, we built a show/hide toggle on the bill-of-materials detail, so a salesperson can present either a full ingredient breakdown or a single clean price, instantly, depending on what each customer prefers.
WHAT CHANGED
What Halcrow built takes the same trusted Agrana methodology and makes it fast and effortlessly consistent. The SAP integration keeps the underlying data live. The calculation engine guarantees the same inputs always produce the same answer, no matter who’s running it. The show/hide toggle means the output is always ready to present.
Agrana’s salespeople still make the final call on pricing, exactly as before — they just make it now in around 15 minutes, backed by a number they can stand behind with complete confidence.
what you're buying
This is a case study in taking something that already works well and making it faster, more consistent, and easier to scale across a whole team. If your business has a trusted process that depends on deep expertise, this is what it looks like to put that expertise into a tool everyone can use with confidence.
Ready to make your pricing process this reliable? Contact Sam Halcrow on 0431197004 or sam@halcrow.com.au.