What Vivis Pryd does

Vivis Pryd is a family-run Danish organic farm and partnership (interessentskab, CVR 40316892) founded in 2019 in Herlufmagle, South Zealand, and operated by co-owners Vivi and Henrik Hjorth Hansen. The business operates from a 5-hectare estate at Toftehøj 3 and is organized around three integrated activities: certified organic agricultural production (fruit, berries, vegetables, and 56–70 laying hens supplying eggs and honey from on-site bees), a farm shop (gårdbutik) retailing artisanal processed foods — jams, juices, syrups, honey, mustard, parfait ice cream, sorbet, and frozen berries — and a gallery and webshop selling acrylic paintings by co-owner Vivi Hjorth Hansen. The operation completed organic conversion in 2023 and holds the state-controlled EU Ø-mærket certification as well as a Danish Food and Veterinary Administration green smiley, with salmonella testing every 9 weeks.

The business model is direct-to-consumer and revenue is generated through five channels: physical farm shop sales, an online art webshop (payments via Stripe and MobilePay, shipping via PostNord), guided 2-hour farm visits at 100 DKK per person, bulk parfait ice cream orders (minimum 15 units at 330 DKK), and pop-up participation in local markets and events across South Zealand including Næstved, Ringsted, and Glumsø. Pricing across SKUs is low-ticket and transactional — for example, 35 DKK per tray of 10 organic eggs, 25 DKK per jar of jam, and 59 DKK per bottle of organic juice — with payment via MobilePay or cash in-store and Stripe online. Marketing relies on organic social channels (Facebook, Instagram, YouTube), a MailChimp newsletter sent 12–14 times per year, earned media coverage, and community word-of-mouth. The entire property is currently listed for sale, introducing material uncertainty about continuity of operations.

Name

Vivis Pryd

Legal name

Vivis Pryd

Website

https://vivispryd.dk

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Vivis Pryd is a family-run Danish organic farm in Herlufmagle that sells certified-organic eggs, jams, juices, honey, ice cream, and produce through its on-site farm shop, plus acrylic paintings and farm-visit experiences, serving local South Zealand consumers and individual art buyers across Denmark.

Ownership category

akta.pro rank

Product category

Organic Farm Retail

NAICS

Nursery, Garden Center, and Farm Supply Retailers (44424)

SIC

Food And Kindred Products (2000), Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

Farmstead & Local Artisan Food Markets (Retail Shops) (CRAHAGAO)

akta.pro secondary industry

Farmers’ Markets & Farm Stands (Fresh Food) (CRAHAHAE)

Keywords

• Organic farm products
• Farm shop retail
• Art gallery sales
• Farm experience tours
• Organic food production

Headquarters

HQ city

Herlufmagle

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Others

Revenue model

1. Farm Shop Retail Sales: Direct sales of organic products including eggs, jams, juices, syrups, ice cream, frozen berries, bread, honey, mustard, and fresh produce from the farm to consumers visiting the farm shop.
2. Art Sales (Gallery and Webshop): Sale of paintings by Vivi Hjorth Hansen through the on-site gallery and online webshop. Paintings on canvas with acrylic paint, sold with optional shipping.
3. Farm Experience Visits: Guided farm tours lasting 2 hours with bonfire and campfire bread making. Educational experience about organic farming, biodiversity, and animal welfare.
4. Market and Event Sales: Sales at local markets, Christmas markets, and community events including honey and strawberry day celebrations and harvest markets.
5. Organic Ice Cream (Parfait): Bulk ordering of organic parfait ice cream and sorbet for parties and events, with minimum 15 units at 330 kr per 15 units.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Vivis Pryd operates an organic farm producing eggs, berries, fruits, vegetables, and honey, which are sold through an on-site farm shop along with value-added products such as jams, juices, syrups, ice cream, mustard, and frozen berries. The property also houses an art gallery showcasing and selling acrylic paintings by co-owner Vivi Hjorth Hansen, complemented by an online webshop for paintings. Additionally, the farm offers 2-hour guided tours, farm experiences, and seasonal events such as Honey and Strawberry Day and the Organic Harvest Market.

Product overview

Vivis Pryd operates as an integrated organic farm combining agricultural production, food processing, retail, and artistic services. The core offerings include: (1) Gårdbutik (Farm Shop) - a retail outlet selling organic produce directly from the farm including eggs, seasonal fruit, berries, and vegetables; (2) Galleri (Art Gallery) - showcasing and selling acrylic paintings by Vivi Hjorth Hansen; (3) Delicatessen products - artisanal foods made from the farm's own berries including jam (syltetøj), juice (saft), syrup (sirup), mustard (sennep), and cold-tapped honey; (4) Ice cream - parfait (whipped cream-based) and sorbet made with organic eggs and berries; (5) Farm experiences - guided tours (gårdbesøg), annual events like Honey & Strawberry Day and Organic Harvest Market. The business follows a vertical integration model where most products (eggs, berries, honey) are grown/produced on the 5-hectare farm and transformed into value-added products sold through the farm shop and online.

Differentiator

Problem solved

Functional benefit

Products and services

• Gårdbutik (Farm Shop) Physical retail outlet at the farm selling organic produce directly from the farm including eggs, seasonal fruit, berries, vegetables, and a range of artisan delicatessen products. Customers can visit during opening hours to purchase with personal service and MobilePay or cash payment.
• Galleri (Art Gallery) On-site gallery showcasing acrylic paintings on cotton canvas by Vivi Hjorth Hansen. Paintings are organized into five categories (Children's Room, Nature, Flowers, Fantasy, Abstract) and can be filtered by color or size. Customers can purchase in the gallery during opening hours or via the online webshop.
• Organic Eggs (Økologiske æg) Organic eggs from the farm's own hens (Isa Brown and Lohmann Brown Lite breeds) ranging freely in the 5,000 m² orchard. Tested for salmonella every 9 weeks as part of the national salmonella action plan. Sold in trays of 10 for 35 DKK.
• Organic Jam (Økologisk syltetøj) Organic jam made from the farm's own berries with more berries and less sugar, no preservatives. Available in flavor combinations including strawberry-blackcurrant and apple-blackberry, sold at 25 DKK per glass.
• Organic Juice (Økologisk saft) Organic juice to be mixed with water at a 1:4 ratio, made from the farm's fruit. Available in flavors including plum, strawberry, and a red juice made from gooseberry, rhubarb, redcurrant and strawberry. Apple juice pasteurized at 80°C.
• Organic Syrup (Økologisk sirup) Organic syrup made from the farm's berries including sea buckthorn, blackcurrant, raspberry, rhubarb, strawberry, and plum. Thicker than coffee syrup, suitable for ice cream, yogurt, pancakes, and drinks.
• Danish Honey (Honning) Danish honey from the farm's own bees located in the orchard. Cold-tapped twice yearly (spring and late summer) without heating to preserve natural properties, sold at 45 DKK per 450g jar. Also available stirred with blackcurrant as a spreadable seasonal product.
• Parfait Ice Cream and Sorbet (Parfait flødeis og sorbet) Organic parfait (whipped cream, eggs, sugar) and sorbet (no cream or milk) made with the farm's organic eggs and berries. Available in flavors including chocolate, vanilla, vanilla with chocolate pieces, vanilla with chocolate and marshmallow foam, strawberry, and sorbet. Sold at 25 DKK per 200ml cup; bulk orders minimum 15 units at 330 DKK per 15 units.
• Mustard (Sennep) Homemade mustard following an old pharmacy recipe, with sweetness from the farm's own honey. Contains wheat starch (note for gluten-allergic customers). Sold at 35 DKK per 110g jar.
• Farm Visit (Gårdbesøg) Guided 2-hour farm tour offering experiences about self-sufficiency, ecology, biodiversity, and animal welfare. Includes tour of apple orchard with hens and bees, campfire toast bread making, and coffee/tea/hot chocolate. Priced at 100 DKK per person, children under 15 free.
• Webshop (Art Sales) Online platform for purchasing selected paintings from the gallery. Paintings can be picked up at the farm or shipped via PostNord across Denmark (excluding Faroe Islands and Greenland) at 100 DKK per painting plus 50 DKK per additional painting. Payment processed via Stripe.
• Art at Work (Kunst på arbejdet) Corporate art rental/exhibition service where paintings are displayed at workplaces for 1-2 months. Vivi collaborates with clients to select pieces that match the work environment, with minimum purchase requirements and occasional lottery for employees to win paintings.
• Honey and Strawberry Day (Honning- og jordbærdag) Annual event celebrating honey and strawberry season. Includes tasting of fresh honey and strawberries, guided tours to the beehives, and café offerings.
• Organic Harvest Market (Økologisk Høstmarked) Annual organic harvest market featuring activities including pancake and toast bread baking over open fire, nature trail, games, chicken visits, art raffle, café with ice cream, farm shop, and guided orchard tours.
• Organic Food Day (Økomaddag) Collaborative lunch event with Økologisk Landsforening (Organic Denmark) featuring farm-sourced ingredients, presentations about organic farming and biodiversity, and communal outdoor dining. Limited to 40 participants with 25 DKK registration fee.

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Økologisk Landsforening (Organic Denmark)coreGTM or Marketing Partner · 6 September 2025Collaboration with Økologisk Landsforening to host special Økomaddag (Organic Food Day) event featuring lunch with farm-sourced ingredients, outdoor dining, and educational talk about organic farming and biodiversity. Event capacity of 40 people with 25 kr per person fee.
• Quartz MølleminorOthersSupplier of specialty organic flours sold in the farm shop. Products include rye whole grain, spelt whole grain, purple wheat, øland wheat, and Mariagertoba flour. Products sourced from local Danish mill using stone grinding.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Sørisgaard: Danish organic farm with farm shop offering vegetables, fruits, eggs, and processed products. Comparable small-scale organic Danish farm with similar diversification across fresh produce and value-added goods.
• Birkemosegård: Danish organic farm producing fruits, berries, juices, and jams sold through its own farm shop and at markets. Closely comparable in product mix (preserves, juices, fresh berries) and direct-to-consumer farm-shop model in Denmark.
• Svanholm Gods: Large Danish organic community farm with on-site farm shop selling organic produce, eggs, and processed goods, plus events and tours. Comparable as a multi-revenue-stream Danish organic farm with direct-to-consumer retail and visitor experiences, though substantially larger in scale than Vivis Pryd.

Others

• Quartz Mølle: Danish organic stone-ground flour mill supplying specialty flours (rye, spelt, Mariagertoba) sold through Vivis Pryd and other farm shops. Comparable as part of the Danish organic artisan supply ecosystem; included as a supplier peer rather than a competitor.

Broad incumbents

• Meyers: Renowned Danish food brand and restaurant group focused on organic, seasonal, local sourcing. Comparable premium organic positioning and brand-led approach to Danish consumers, though operating across restaurants and retail rather than primary production.
• Aarstiderne: Denmark's largest organic produce subscription box and online retailer, sourcing from Danish organic farms. Comparable end-customer focus on Danish organic consumers, though at vastly greater scale and with a logistics-driven rather than farm-visit-driven model.

Regional players

• Naturmælk: Danish organic dairy cooperative producing organic milk and dairy products from member farms. Comparable in Danish organic production ethos and end-consumer market, though operating in dairy rather than produce/eggs/art.

Emerging players

• Friland Økologi: Danish organic producer network supplying organic meat and produce to retail channels. Comparable as part of the Danish organic producer community, with overlapping certifications and customer base among health-conscious Danish consumers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/channel/UCFJ7YUiEm5cUFo-jaVOdRRw
• Facebookfacebook.com/VivisPryd
• LinkedInlinkedin.com/company/vivispryd
• Instagraminstagram.com/vivispryd

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Vivis Pryd