Strategy
The Podravka Group business strategy until 2030 describes activities and projects implemented across all three business segments: Food, Agriculture and Pharmaceuticals, with the aim of continuing profitable growth, strengthening market positions and creating additional value for all stakeholders.
Business strategy
The business strategy is based on a comprehensive approach to development – from strengthening brand power, presence and recognition, further investments in production capacities, especially in agriculture, digitalization and the use of artificial intelligence, to strengthening the domestic raw material base and cooperation with partners.
The strategy is focused on growth based on productivity, innovation, sustainability and investments in modern technologies, with a strong focus on international expansion and competitiveness.
In the coming period, the Podravka Group will continue to be a responsible and desirable employer that continuously invests in employee development, working conditions and compensation, while contributing to the community in which it operates through various socially responsible projects.
2025.-2030.
Business strategy goals for Food
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positioning Vegeta as a global brand through further internationalization and expansion of the product range placed on international markets under the Vegeta brand
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focus on categories with high sales and profitability potential – universal food seasonings, soups, cereals (Čokolino) and spreads, as well as categories whose potential has been strengthened through the recently completed investment cycle, especially tomato-based products, ready meals, bakery snacks, fish salads and frozen food
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innovation and portfolio development based on the Nutritional strategy and food trends – healthier food, local and seasonal ingredients, and nutritionally rich products adapted to a fast-paced lifestyle
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strengthening presence and expanding brands Vegeta, Lino, Lino Lada, Podravka, O’Plant and Zik Zak in developed markets such as Germany, Austria, Switzerland, the USA and Australia, while simultaneously maintaining a strong position in Croatia and the region
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continuing a responsible approach to the environment and promoting healthy eating habits
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further increasing production and use of domestic agricultural raw materials with the aim of achieving self-sufficiency in all raw materials whose cultivation is enabled by local climatic and agricultural conditions (including continued development of cooperation networks in fruit and vegetable production with optimal use of synergies with its own agricultural segment – Podravka Agri)
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improving efficiency and operational excellence while strengthening digitalization and automation, including the application of artificial intelligence in various processes within the Food segment
2025.-2030.
Business strategy goals for Agriculture
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investments including technological development and modernization, new farms, energy efficiency and sustainability, as well as expansion of irrigation systems
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focus of crop farming and vegetable production on maximizing yields
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livestock strategy focused on growth – through construction of four new pig farms, an increase in annual production of fattening pigs will be ensured, while in cattle farming the goal is growth in beef production
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significant increase in the use of renewable energy sources and own organic matter, as well as development of a carbon-neutral agriculture model based on a circular bioeconomy
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continuation and strengthening of cooperation with partners, strengthening of brands Baranjka and ABC, and expansion of distribution in Croatia and abroad
2025.-2030.
Business strategy goals for Pharmaceuticals
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by 2030, become a leading European expert in dermatology and a strong regional player in OTC (over-the-counter) products, cardiology, psychiatry and neurology
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key growth markets are Central and Southeast Europe, with expansion into Western markets through dermatology and partnerships
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implement investments worth EUR 36 million to increase production and logistics capacities and improve operational efficiency. A key part of planned investments is the investment in a Center of Excellence for Dermatology
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continue investing in sustainability development, including the use of renewable energy sources and recyclable packaging, as well as strengthening ties with the local community
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focus on employee career development, development of innovative products, and strengthening communication with patients and healthcare professionals
Sustainable business strategy
The Podravka Group sustainable business strategy until 2030 defines key areas of action: a clean environment, healthy nutrition, care for employees and the community, and responsible corporate governance.
These strategic pillars include ten main goals, including achieving 100% electrical and 50% thermal energy from renewable sources in production within the EU, reducing carbon dioxide emissions by 60% at the Podravka d.d. level and 40% at the Group level, further improving corporate culture and climate across all organizational units, and more.
Key investments supporting and enabling the achievement of Podravka Group sustainability goals include, among others, the expansion of solar power plants, construction of a cogeneration plant, consolidation of bakery production in Slovenia at a single location, modernization of the vehicle fleet, and construction of a logistics and distribution center in Koprivnica.
By 2025, the Podravka Group has completed its strong investment cycle, through which many goals have already been achieved, with nearly EUR 250 million invested in its implementation.
Nutritional strategy
Through its Nutritional strategy for the period until 2027, Podravka confirms its focus on healthy, balanced and sustainable nutrition through the development of new and improved products. We continue to adapt and expand our wide product range in line with health recommendations, food trends and consumer needs.
This includes products with reduced salt and added sugar content, enriched with fiber, protein, vitamins and minerals, as well as products based on fruits, vegetables, legumes, whole grains, plant-based protein sources, and more.
Podravka will continue to adapt and expand its wide product range in line with health recommendations, food trends, and the needs and preferences of consumers. This includes products with reduced salt and added sugar content, enriched with fiber, protein, vitamins and minerals, as well as products based on fruits, vegetables, legumes, whole grains and plant-based protein sources.
By 2027
Nutritional strategy goals
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in 75% of new and improved products reduce the average salt and sugar content by 20% compared to the current average content
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in 75% of new and improved products include at least one ingredient that supports a healthy and balanced diet such as fiber, protein, vitamins and minerals
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at least 40% of new and improved products base on ingredients associated with sustainable nutrition such as fruits, vegetables, legumes, whole grains, plant-based protein sources
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ensure 100% of the portfolio supports sustainable nutrition
