How one Croatian village is using strudel to drive sustainable rural development

Nikolina Jović Belavić, Lidija Žganjer Gržetić, Dunja Radaković (Photo: Demjan Rožman)

JAŠKOVO, Croatia – While sustainable development is often discussed through strategies and policy documents, one small Croatian village is putting those ideas into practice through community-led projects.

While many view sustainable development through the lens of strategies and policy documents, in the village of Jaškovo it is brought to life through tangible projects, from the restoration of the historic Chestnut Avenue and the annual Strudlafest to the future House of Strudel.

We spoke with Lidija Žganjer Gržetić, Nikolina Jović Belavić and Dunja Radaković about the origins of the Zora Foundation and why they believe rural communities hold enormous potential for development.

The Zora Foundation was established to encourage the development of local communities and tourism, particularly in rural areas of Croatia. While many people today associate it with Strudlafest and Jaškovo’s reputation as the Village of Strudel, the foundation represents a much broader vision, creating communities that preserve their traditions, unlock their own potential and build a sustainable future.

It all began long before the foundation was established

For Lidija, Chair of the Management Board and founder of the Zora Foundation for Sustainable Development of Local Communities and Tourism, the story did not begin with the foundation’s establishment, but many years earlier.

“The idea didn’t emerge overnight. It gradually came together like a puzzle. I was born and raised in Jaškovo, near Ozalj, and I’ve always wondered how our region could become even more beautiful, successful and enjoyable to live in. My family’s business, built in a small rural community, my education focused on tourism and sustainability, and the many places I travelled all showed me how local heritage can become a powerful driver of development.”

Lidija with her father (Photo: Demjan Rožman)

She also recalls a charming childhood memory.

“Even in primary school, I used to make badges for an imaginary organisation called ‘For a Green and Healthy World’. Perhaps, even then, I subconsciously knew the path I would one day follow.”

The turning point came through a series of projects that put Jaškovo on the global map, Guinness World Records, Strudlafest and the development of the village’s identity as the Village of Strudel.

“The strudel opened countless doors, connected us with people who shared our values and ultimately led to the establishment of the Zora Foundation,” says Lidija.

Nikolina, the Foundation’s Director, shares a similar perspective, having been involved since the very beginning.

“When Lidija asked whether I’d like to be part of this story, I didn’t hesitate. We’ve been working together since the first Guinness World Record in 2015. I still have the photograph of us holding the envelope confirming the record. Today it’s a wonderful reminder of how everything began.”

(Photo: Private album)

The biggest change happened in people’s minds

Although Jaškovo is now widely recognised as an example of successful local tourism development, the three women believe the most significant changes are those that cannot be seen immediately.

“The biggest transformation wasn’t in tourism, it was in the community itself. At first there were sceptics who didn’t believe a single strudel could change anything. Today we’re discussing new ideas and projects, and people are far prouder of what they have. That’s the greatest achievement of all,” says Lidija.

This is precisely why the Zora Foundation now shares its knowledge with other communities through workshops and educational programmes. Its experience and examples of good practice are presented through the Community Potential programme, run by Croatia’s National Foundation for Civil Society Development.

Lidija Žganjer Gržetić (Photo: Demjan Rožman)

The team says the programme has given them the opportunity to turn their own story into inspiration for other communities looking to create positive change.

“We want to show that meaningful change doesn’t have to begin with major investment. More often, it starts with a good idea and people who are willing to work together,” Nikolina adds.

Creating change that lasts

Although many people associate the Zora Foundation primarily with strudels and projects linked to Jaškovo, its work extends far beyond that. At the heart of its mission are the development of local communities, the preservation of tradition, sustainable tourism and creating opportunities for a better quality of life in rural areas.

“We want to encourage people to recognise the value of the places they live, their traditions, landscapes and the knowledge that has been passed down through generations. Our aim is to show that rural areas are not places people should leave, but places where they can build fulfilling lives and create new opportunities,” Lidija explains.

(Photo: Demjan Rožman)

At the same time, the Foundation’s members often encounter a lack of public understanding about what foundations actually do.

“People frequently confuse us with associations or assume foundations are only involved in charitable work. We want to be a platform that brings together people, ideas and projects that benefit the wider community. We’d like individuals, businesses and institutions to recognise us as a partner for worthwhile initiatives,” says Nikolina.

Behind every successful project are the people who make it happen

Although they are united by a shared vision, each member of the Zora Foundation team brings a different strength to the organisation. Friends and collaborators affectionately refer to them as the “Zorice”, a playful nickname that emerged naturally, much like many of the ideas they have developed together.

“Two Virgos and one Scorpio, that’s the recipe for organised chaos,” Dunja laughs.

(Photo: Demjan Rožman)

Behind the humour, however, is a highly effective team. Lidija is the driving force behind new ideas, Nikolina ensures those ideas become realistic and achievable plans, while Dunja keeps everything connected through administration, day-to-day coordination and communications.

“As different as we may seem, we’re actually very similar when it comes to our values. That’s probably why we work so well together,” says Dunja.

Every project brings its own challenges, but it is the people and the visible results that continue to inspire them.

Dunja Radaković (Photo: Demjan Rožman)

“I draw strength from my family and from the generations who built what we have today. When you see tangible results and realise you’ve helped create positive change, every obstacle quickly fades into the background,” says Lidija.

For Nikolina, working at the Foundation is unlike any other job.

“I often say that working here is a form of stress relief. You meet wonderful people, work on projects that genuinely matter and receive so much positive energy in return. It’s a privilege.”

Among the Foundation’s many initiatives, the restoration of Chestnut Avenue in Jaškovo holds a particularly special place. For Lidija, it was a project she had dreamed about for years.

“I used to look at old photographs and listen to my father tell stories about the days when the branches of the chestnut trees met above the road, forming a beautiful natural canopy. Restoring the avenue was one of my greatest wishes.”

Yet what stayed with her most was not the planting itself.

“My son decided to spend the money he had been saving on planting a chestnut tree instead of buying a new toy. That was the moment I realised this project meant far more than simply improving a public space.”

Today, every newly planted tree bears a plaque dedicated to its donor, and Chestnut Avenue has become much more than a tree-lined road. It is a place of remembrance, new beginnings and community spirit.

“In a world where concrete is increasingly replacing green spaces, every new tree planted is something worth celebrating,” adds Dunja.

Nikolina also highlights another project that left a lasting impression on her: the European Day of Philanthropy, organised by the Foundation in partnership with the Ozalj Community Services Centre and Slava Raškaj Primary School.

“That day reminded me once again just how much our time and attention can mean to someone else. Sometimes it’s the smallest gestures that leave the greatest impact.”

The House of Strudel – a vision for the future

While the Foundation’s projects have already left a visible mark on the local community, its most ambitious vision is still to come.

The House of Strudel is planned as a unique centre bringing together tradition, education, community development and the transfer of knowledge between generations.

“We don’t want to create just another tourist attraction. Our goal is to create a place where people can meet, learn and help preserve local heritage – a place that serves both the local community and visitors,” explains Lidija.

(Photo: Demjan Rožman)

The House of Strudel is envisioned as a space that celebrates tradition while promoting healthy eating, supporting the local community and creating new opportunities for regional development.

“Local food, tradition, sustainability, community spirit and active public participation – everything we stand for is reflected in this project,” says Nikolina.

Big changes begin in small communities

Looking ahead, the Zora Foundation is preparing for new projects, continued cooperation through the Community Potential programme, the development of new partnerships and stronger connections with the Croatian diaspora, which has already shown interest in supporting some of the Foundation’s initiatives.

However, regardless of how many projects are launched, the goal remains the same, bringing together people who want to create positive change in their communities.

“If you have an idea that can contribute to your community, you are already on the right path. Big changes most often begin with small steps and with people who are willing to work together,” the Zora Foundation team says.

Nikolina Belavić (Photo: Demjan Rožman)

The story of Jaškovo shows that community development is not simply a matter of strategies and plans. Sometimes it begins with planting a single tree. Sometimes with a single strudel. And sometimes with a group of people who believe strongly enough that the place they call home can become an even better place to live.

For the team behind the Zora Foundation, sustainable development is not just a concept written in documents, it is something created through action, cooperation and a deep connection with the community.

(Photo: Demjan Rožman)

From restoring a historic avenue and celebrating traditional food to creating new spaces for learning and connection, their work demonstrates how rural areas can become places of opportunity rather than places people leave behind.

Jaškovo’s journey is a reminder that meaningful transformation does not always start with large investments or major infrastructure. It often starts with local people who recognise the value of what they already have and have the determination to build on it.

(Photo: Demjan Rožman)

Those wishing to learn more about the work of the Zora Foundation, follow its projects or get involved in its activities and initiatives can find further information on its official website: Zaklada Zora