Fruttital, Gruppo Orsero: digitizing the supply chain to preserve freshness

Microsoft Dynamics 365

Microsoft Dynamics 365 Finance & Operations was introduced through a phased approach, which was essential for a business that cannot afford operational downtime. The rollout was built around three key principles:
 

• Progressive rollout: To protect business continuity, the release was divided into multi-site phases.
• Architecture evolution: The move to Microsoft was more than a software replacement. It also gave Fruttital the opportunity to continuously optimize its logistics architecture. Each phase helped refine the group template, which now supports more than 120 users in an integrated way.
• Operational risk mitigation: In a market where speed is essential, a phased rollout helped Fruttital maintain stability throughout the transition. The system evolved alongside the company’s needs, turning technical complexity into a secure and scalable foundation. 

Project roadmap 

The implementation of Microsoft Dynamics 365 followed a phased rollout designed to reduce risk in a business that runs continuously. At each stage, the model was refined and the team’s capabilities grew stronger. 

• 2021 - 2022 | Pilot Site (Florence): An important first phase used to test the robustness of the group template and the sector-specific customizations for fresh food. 

• 2023 | Strategic Hub (Verona): The go-live in the group’s largest warehouse, characterized by massive data volumes and real-time hardware integrations.

This phased approach helped turn the IT function into a true center of logistics expertise. By overseeing national platforms, the team built hands-on experience that now enables it to manage operational complexity with greater control and confidence.

Core Solution & Industry Verticalization 

The solution combines the standard capabilities of Microsoft Dynamics 365 Finance & Operations with specialist functionality for the fruit and vegetable sector. This ERP foundation was strengthened with strategic add-ons to provide more granular control: 

• LEV module LEV (Lot Evaluation): A dedicated ISV solution for the Agri & Fresh sector that enables rigorous lot control, full traceability, and continuous visibility into margin at batch level.
• Advanced Pricing: A key capability for managing the complex commercial structures of large-scale retail, with flexible support for discounts, year-end rebates, and consistent invoicing.

Advanced logistics & connectivity 

To support Fruttital’s precision-driven operations, the digital ecosystem integrates closely with the physical warehouse environment and the existing infrastructure: 

• Logistics & hardware: An integrated setup that combines pallet plate management with warehouse hardware such as scales and Bizerba and Zebra systems. Every physical pallet movement is reflected in the digital system in real time, ensuring a high degree of accuracy.
• Integration platform: The entire technology stack is harmonized by a robust integration platform that ensures smooth communication between the new ERP and the group’s legacy systems, safeguarding data integrity and operational continuity. 

A partnership built on trust 

Il successo di questa trasformazione non risiede solo nella tecnologia, ma nella straordinaria sinergia umana e professionale che si è consolidata tra i team.

This transformation succeeded because the collaboration between Fruttital and Cegeka went beyond implementation. It was built on openness, trust, and a shared commitment to getting the details right. 

Fruttital’s internal team played a central role throughout the project. Its strong technical and operational expertise allowed the company to work closely and constructively with consultants, turning challenges into opportunities to improve the way the business operates. 

Today, that collaboration is reflected in a way of working built on trust, autonomy, and close alignment across departments. The relationship between IT and Marketing is a clear example. Their alignment made it easier to communicate the value of the project quickly and effectively. Combined with Cegeka’s strategic support, this helped turn a supplier relationship into a long-term partnership with a shared vision for continuous improvement. 

As a result, Fruttital not only has a modern system in place, but also the capabilities and confidence to take on future challenges in the fruit and vegetable sector.

Results and key value 

The outcome of this transformation is reflected in benefits that go beyond IT efficiency, directly affecting Fruttital’s competitiveness and company culture: 

• Operational standardization: Logistics sites across the network now work from the same model. This reduced fragmentation and gave the group a more coordinated and scalable way of operating nationwide.
• Financial precision (COGS): Fruttital now has clearer visibility into profitability at lot level. This gives management more reliable data to protect margins in real time, even in the most critical phases of the supply chain.
• Leadership development: The project accelerated skills development and helped technical profiles grow into more strategic roles. As a result, the team is better equipped to manage operational complexity with confidence and hands-on expertise.