Croatian tomato grower Rajska is expanding

25-06-2019    02:30   |    Total Croatia News

In Kerestinec, near Sveta Nedjelja, in the modern greenhouses belonging to the Croatian company Rajska rajčica, the best type of tomato variety is produced and sold under the company's director Zvonimir Belić and 74 hardworking employees.

The Rajska brand operates within the Zarja Group, it is the largest tomato producer in the Republic of Croatia, and not long ago it changed its name after more than ten years in a new business move and in the scope of rebranding. Annually, Rajska produces three million packs of tomatoes which are currently sold in Croatia, it also exports 25 percent of its tomatoes to neighbouring Slovenia, and preparations for exports to Serbia and plans for Bosnia and Herzegovina are now also in progress.

In 2018, revenues amounted to about 17 million kuna and net profit amounted to 1.3 million kuna, while they expect growth of sixty percent for 2019. When it comes to these outstanding results, it isn't just the product and the quality of work involved which are responsible, this Croatian company's rebranding, in which around 700,000 kuna was invested, is also the key to their success. This includes costs such as creating new packaging and accompanying promotional activities. Rajska's rebranding was stimulated by the expansion of their capacity, which included an increase in their greenhouse area of ​​2.5 hectares.

"As we're the largest producer of special types of tomatoes in Croatia, and we cultivate a specific production method where we don't use pesticides and herbicides, we wanted to create a brand that will clearly showcase our specialties.

In this endeavor, we turned to the Fabular branding agency which thought up the name Rajska (eng: heavenly) and helped us to send out the message that we're cultivating tomatoes full of flavour with a natural process without sprays with our very packaging, and we're sure that this whole story will attract new customers and delight our already existing ones. The indicators we've had so far are promising and rebranding has been a great move for us,'' Zvonimir Belić stated.

Croatian Rajska tomatoes are otherwise the only licensed producer of special sorts of tomato varieties in Croatia's immediate region. Rajska's most charming specialty is that they are assisted by 10,000 bumble bees when the tomatoes are growing, and the tomato variety they grow is among the best in the world.

"We decided to produce these tomatoes because they're the best and the most tasty. The delight of visitors when they enter our greenhouse gives us the most satisfaction. They tell us that you literally get the impression that you've stepped in to heaven for all of the senses. The scent of our tomatoes takes them back to their childhood and we're proud of the fact that our products are a symbol of a healthy, home-grown diet that we all should try to get back to,'' he added.

However, the challenge facing this business is the same one facing most of types of industry in Croatia - the lack of a qualified workforce.

Click here to read the complete article at Total Croatia News.

Photo credit: Rajska

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