Colonia, Uruguay
Granja La Ruta
A family business, fresh produce straight to the door
Granja La Ruta is a family business from Colonia that grows and sells fresh fruit and vegetables. It works with its own production plus local growers from the area, and specializes in home delivery: around 600 orders a month. In a sector where almost everything is still done on paper, they bet on going digital without losing the closeness they're chosen for.
- Industry
- Fresh fruit and vegetable production and sales
- Operation
- Own production plus local growers
- Volume
- Around 600 orders per month
The results
99%
less location error
Automatic geolocation and route optimization practically eliminated the address errors that used to end in failed deliveries, returns and unhappy customers.
20%
business growth
The business grew 20% in the following months, driven by a better buying experience and the ability to serve new areas without raising operating costs.
40%
less order prep time
Digitizing picking cut the time to assemble each order by more than half, multiplying capacity with no additional investment in staff.
Before Deri
Until recently, every Granja La Ruta order started in a WhatsApp chat. It worked, barely.
Orders typed by hand
Customers picked from a photo catalog and sent the order over WhatsApp. Someone then copied it into an Excel sheet, one by one, with all the admin work and error risk that implies.
Routes planned by eye
Addresses were dropped onto Google Maps and the day's route was decided on gut feel, with no automatic optimization.
No visibility into deliveries
Neither the team nor the customer knew where a delivery was, so the phone never stopped ringing with questions about estimated times.
Stockouts found too late
There was no way to validate availability while the order was being packed, so the customer only found out when opening the bag at home.
A limited catalog
Showing products, prices and availability over WhatsApp shrank the shopping experience and added unnecessary back and forth.
A ceiling on growth
Everything manual was a bottleneck: reaching new areas meant adding resources in the same proportion.
What changed
With Deri, the order comes in through an online catalog and follows a digital path all the way to the customer's door.
Integrated ecommerce
Customers buy from an online catalog with real products, prices and availability, instead of assembling the order over chat.
Picking and preparation
The operator gets the order on their phone and checks each product while packing the box. If something is out of stock, they mark it and the customer knows instantly, not at their front door.
Routes that build themselves
The system optimizes delivery based on locations, schedules and vehicle capacity. Drivers get the route in the app with everything they need to know about each order.
Real-time tracking
Both the Granja La Ruta team and the customer can see where the delivery vehicle is, which made questions about delivery times drop off.
Validation at the door
Drivers have the full order detail on their device and can go through it with the customer at the moment of delivery, resolving any question right there.
The impact
Automating what used to eat hours of manual work freed up resources that Granja La Ruta reinvested in reaching further. What was impossible before without hiring admin staff is happening now: more orders and more territory on the same operational structure. Support from the Deri team made it possible to adapt the system to what a small agricultural business actually needs, rather than the other way around.
If I had to recommend the system to other businesses or producers, I recommend it. Support is very good, it adapts to each one's needs because it's a system that works with large companies and also small ones.
Agustín Birriel
Director, Granja La Ruta
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