Vegeta and other brands to be expanded across USA, Australia and Europe

(Photo: Podravka)

Croatian food and pharmaceutical giant Podravka has announced a new business strategy that will guide the company through to 2030.

Covering its three main sectors – Food, Agriculture and Pharmaceuticals – the strategy focuses on sustainable growth, innovation, global expansion and technological advancement.

At the heart of the plan is a commitment to strengthen market positions, increase value for stakeholders and invest in productivity.

Podravka aims to grow through innovation, digital transformation and responsible practices, while placing strong emphasis on internationalisation and competitiveness.

In the Food segment, the company plans to expand the presence of its flagship brands such as Vegeta, Lino, Podravka, O’Plant and Zik Zak across major international markets including Germany, Austria, Switzerland, the USA and Australia.

Vegeta, in particular, is set to be positioned as a global brand through a broadened product range and increased export efforts.

(Photo: Podravka)

The focus will be on high-potential categories such as meal enhancers, soups, cereals like Čokolino and cream spreads.

Investment will also support growth in tomato-based products, ready meals, frozen foods and seafood salads. Sustainability remains a priority, with increased use of local ingredients and closer cooperation with domestic agricultural partners.

The agriculture arm, Podravka Agri, is set to receive nearly 200 million euros in investment to boost efficiency and support a green transition.

Plans include new pig farms, increased cattle production, and expansion of irrigation systems from 8 to 21 percent of total land. Renewable energy use and circular bioeconomy practices will also be promoted.

Pharmaceutical subsidiary Belupo aims to become a European leader in dermatology by 2030. Investments totalling 36 million euros will enhance production and logistics, while a new Centre of Excellence for Dermatology is also planned. The company will focus on sustainable packaging, energy use, and further employee development.

(Photo: Podravka)

In a major international move, Podravka and fellow Croatian company Kraš have partnered to strengthen their presence in the United States.

Through this collaboration, Podravka USA will distribute Kraš products across the US market. The partnership is designed to boost visibility and sales of Croatian brands among American consumers.