We spoke with Gert-Jan Bert, founder of Gandeno, about how the team built a weekly, personalized “Market View” document that looks and feels like a dashboard. It delivers product availability, pricing, and links to specifications for buyers across Europe and Africa.
“We wanted to do something different. The business is changing very rapidly and we needed a modern way to present offers.” Gert-Jan Bert
The Challenge: Turning diverse supplier inputs into a usable weekly offer
Gandeno sources from European producers and serves customers in both Europe and Africa. Supplier messages often arrive with limited context. Packaging, quality, and calibration can vary and details such as photos, specifications, and logistics are not always attached. Gandeno needed to standardize incoming data, connect each product to its supplier, apply margins and live exchange rates, add delivered pricing for many destinations, and present the result in a professional multilingual format without building a public online platform. This led to a structured funnel that organizes inputs and feeds a weekly offer.
“People come back to you. They want to see pictures and specifications. We wanted to have that ready up front.”
The Solution: A “Market View” PDF that behaves like a dashboard
Gandeno sends a weekly, personalized PDF at the start of the week. The opening greets each recipient by name and lets them choose language in English, French, Spanish, or Portuguese, and whether to view prices with or without transport. Products are grouped into clear categories such as primary cuts, specific cuts and components, and by-products. Each item links to a specification page that includes descriptions and images when available. When a specification is not yet available, the link opens a prefilled email so the customer can request it in one click with the article number already included. The PDF also includes industry news and market data via HTML links to Gandeno’s website.
All documents are generated with PDF Generator API using HTML-to-PDF layouts for brand control and table components for structured product lists. Gandeno’s automation software pulls data from the CRM system, applies commercial rules and destination pricing, and triggers weekly generation and delivery. To reflect delivered pricing, Gandeno maintains template variants per destination. Visual cards and charts are set as background images while live text and tables render on top to balance presentation and accuracy.
“Everything in this document is generated with PDF Generator. It works seamlessly with our CRM and automation system. That was essential for us.”
The Impact: Scalable pricing and faster buyer enablement
A single purchase price can be combined with shipping rates to about twenty African destinations. This allows Gandeno to publish hundreds to thousands of computed price points in each weekly catalog. Buyers receive near-complete information up front. Pricing, categorization, and direct links to specifications reduce back and forth and help decisions move faster. Internally, commercial users work in the CRM system while the automation software orchestrates generation and distribution. Gandeno avoids building a custom online platform and keeps iteration cycles short. The weekly cadence sets expectations for recipients who know a fresh Market View will arrive at the start of the week.
“We are the only ones sending out an offer like this now. Market View puts us ahead of both traditional traders and online platforms.”
Stability and Product Stickiness
Once filters, grouping, and templates were configured, the setup became repeatable. New weeks reuse the same structure with updated data.
“We did not try other tools. This was my first try. I found you using ChatGPT. I needed something that fits our automation approach and the PDF Generator module does the work for me, so I never tried anything else.” Gert-Jan Bert
What’s Next: Click analytics and supplier reporting
Each product link opens a hosted page. Gandeno is rolling out click tracking with branded links to see which categories individual buyers engage with. The team plans monthly supplier reports that summarize product interest and show how listings perform by country and product. Future editions of the Market View will be tailored to buyer behavior, making follow-ups more relevant and timely. Gandeno is also evaluating web forms to capture inbound requests and new customer details, route them into the CRM system through the automation software, and trigger downstream document generation.
“By people’s behavior in the PDF documents we can see interests. That will help us adapt what each recipient sees next time.”
Conclusion
By automating a weekly multilingual Market View that behaves like a dashboard, Gandeno replaced manual follow-ups with a consistent and data-rich offer. With the CRM system and automation software driving the workflow and PDF Generator API handling templates and HTML-to-PDF conversion, Gandeno can iterate quickly, inform buyers better, and scale pricing across many destinations without building a public platform.
