History
The story of Podravka began in 1947, and a small fruit processing workshop grew into a group of multinational companies operating on five continents, in more than 65 different countries.
The founding of Podravka
The fruit processing workshop and jam factory of the Wolf brothers, entrepreneurs from Koprivnica, passed into public ownership and became Podravka.
Soup production
The production of Podravka soups began back in 1957.
The first soups consumers had the opportunity to taste were Pea Soup, Mushroom Soup with Pasta, Mushroom Soup with Potatoes and Vegetable Soup with Semolina.
Production of classic chicken and beef soup
The production of classic Chicken Soup with Pasta and Beef Soup with Pasta began, and they were then called Zlatka and Simental.
The rooster on Podravka Chicken Soup became a symbol of delicious homemade-tasting soup, ready in just five minutes of cooking.
Podravka's innovation – Vegeta
Professor Zlata Bartl, together with her team, created Vegeta – the most famous all-purpose seasoning. Vegeta is a combination of carefully selected spices and dried vegetables and as such has become synonymous with quality, a world-famous brand, and the number 1 brand in Europe.
The beginning of exports
Podravka began its first partnerships with foreign partners. The export of Vegeta was arranged first – the first exports were to Hungary and Russia.
Production of Čokolino
The production of Čokolino, a cereal porridge for children, began. Later, production was expanded to other flavors of baby food under the trademark of the teddy bear named Lino, who remains the recognizable face of Podravka’s baby food range to this day.
Belupo founded
The pharmaceutical company Belupo was founded in Ludbreg near Koprivnica, and the production of medicines began.
Construction of the meat complex
Within the Danica industrial zone in Koprivnica, Podravka’s meat complex is built – today the Meat Products Factory.
Construction of the Belupo factory in Koprivnica
The Belupo medicines and cosmetics factory was built within the Danica industrial zone in Koprivnica.
Podravka becomes a joint-stock company
Podravka was privatized and registered as a joint-stock company.
Podravka on the Zagreb Stock Exchange
The shares of Podravka d.d. are listed in the First Quotation of the Zagreb Stock Exchange.
New Vegeta factory
A new Vegeta factory was opened in Koprivnica, in the Danica industrial zone.
Lagris becomes part of Podravka
Podravka acquired the Czech company Lagris.
Coolinarika launched
The first regional culinary website, Coolinarika, was launched.
Eva brand acquired
The Eva brand, under which canned fish and related products are sold, became part of Podravka’s portfolio.
Acquisition of Žito
The Slovenian group Žito, with brands Žito, Zlato polje, Natura, Gorenjka, 1001 Cvet, Šumi bomboni, and Maestro, became part of the Podravka Group.
Podravka acquires the agricultural business segment of the Fortenova Group
Podravka enters the agricultural segment and acquires the companies Belje, PIK Vinkovci, Vupik, Energija Gradec, Belje Agro-Vet, and Felix. For the purpose of managing the acquired companies, Podravka establishes a new company, Podravka Agri.
Did you know?
The company name Podravka comes from the name for a female resident of the Podravina region, where the company is headquartered.
It was founded in 1947 on the foundations of the former Wolf jam and fruit processing factory, and later became known both in Croatia and abroad for the production of the all-purpose seasoning Vegeta, which has been exported for more than 60 years to over 70 countries around the world across all five inhabited continents.
The Podravka logo has changed over the years. The dominant color, especially in the last thirty years, has been bright red on a white background. In the color spectrum, red belongs to the warm colors, colors that positively affect people’s emotions.
The longest-lasting Podravka slogans were “From heart to heart” and “A company with a heart”, and for years the slogan “When cooking is done with heart, Podravka soup is being cooked” was also used in campaigns. In addition to being part of the company’s emblem, the heart was symbolically used as the source of human emotion, and it is well known that food in many people’s lives also represents a source of a wide range of pleasures.
