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 brands, their 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.rnrnThe 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 period ahead, the Podravka Group will continue to be a responsible and desirable employer that continuously invests in employee development, working conditions and income, 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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u003cstrongu003epositioning Vegeta as a global brandu003c/strongu003e through further internationalization and expansion of the product range placed on international markets under the Vegeta brand
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u003cstrongu003efocus on categoriesu003c/strongu003e with high sales and profitability potential – u003cstrongu003euniversal food seasonings, soups, cereals (Čokolino) and spreadsu003c/strongu003e, as well as u003cstrongu003ecategoriesu003c/strongu003e whose potential has been strengthened through the recently completed investment cycle, especially u003cstrongu003etomato-based products, ready meals, bakery snacks, fish salads and frozen foodu003c/strongu003e
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u003cstrongu003einnovation and portfolio development based on the Nutritional strategy and food trends – u003c/strongu003ehealthier food, local and seasonal ingredients, and nutritionally rich products adapted to a fast-paced lifestyle
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u003cstrongu003estrengthening presence and expanding brandsu003c/strongu003e Vegeta, Lino, Lino Lada, Podravka, O’Plant and Zik Zak u003cstrongu003ein developed markets such as Germany, Austria, Switzerland, the USA and Australiau003c/strongu003e, while simultaneously u003cstrongu003emaintaining a strong position in Croatia and the regionu003c/strongu003e
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continuing a u003cstrongu003eresponsible approach to the environmentu003c/strongu003e and u003cstrongu003epromoting healthy eating habitsu003c/strongu003e
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further increasing production and use of domestic agricultural raw materials with the aim of u003cstrongu003eachieving self-sufficiencyu003c/strongu003e u003cstrongu003einu003c/strongu003e all u003cstrongu003eraw materialsu003c/strongu003e u003cstrongu003ewhose cultivation is enabled by local climatic and agricultural conditionsu003c/strongu003e (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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u003cstrongu003eimproving efficiency and operational excellence while strengthening digitalization and automationu003c/strongu003e, 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 u003cstrongu003etechnological development and modernization, new farms, energy efficiency and sustainability, as well as expansion of irrigation systemsu003c/strongu003e
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focus of crop farming and vegetable production on u003cstrongu003emaximizing yieldsu003c/strongu003e
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livestock strategy focused on growth – through u003cstrongu003econstruction of four new pig farmsu003c/strongu003e, an increase in annual production of fattening pigs will be ensured, while in cattle farming the goal is u003cstrongu003egrowth in beef productionu003c/strongu003e
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u003cstrongu003esignificant increase in the use of renewable energy sourcesu003c/strongu003e and own organic matter, as well as u003cstrongu003edevelopment of a carbon-neutral agriculture modelu003c/strongu003e based on a circular bioeconomy
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u003cstrongu003econtinuation and strengthening of cooperation with partnersu003c/strongu003e, u003cstrongu003estrengthening of brandsu003c/strongu003e Baranjka and ABC, and u003cstrongu003eexpansion of distributionu003c/strongu003e in Croatia and abroad
2025.-2030.
Business strategy goals for Pharmaceuticals
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by 2030, u003cstrongu003ebecome a leading European expert in dermatologyu003c/strongu003e and a strong regional player in OTC (over-the-counter) products, cardiology, psychiatry and neurology
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u003cstrongu003ekey growth marketsu003c/strongu003e are u003cstrongu003eCentral and Southeast Europeu003c/strongu003e, with u003cstrongu003eexpansion into Western marketsu003c/strongu003e through dermatology and partnerships
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u003cstrongu003eimplement investments worth EUR 36 millionu003c/strongu003e 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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u003cstrongu003econtinue investing in sustainability developmentu003c/strongu003e, 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.rnrnThese 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.rnrnu0026nbsp;
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.rnrnBy 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.rnrnThis 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 u003cstrongu003ereduce the average salt and sugar content by 20%u003c/strongu003e compared to the current average content
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in 75% of new and improved products u003cstrongu003einclude at least one ingredient that supports a healthy and balanced dietu003c/strongu003e such as fiber, protein, vitamins and minerals
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at least 40% of new and improved products u003cstrongu003ebase on ingredients associated with sustainable nutritionu003c/strongu003e such as fruits, vegetables, legumes, whole grains, plant-based protein sources
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u003cstrongu003eensure 100% of the portfolio supports sustainable nutritionu003c/strongu003e
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