Podravka

Croatian food company, known worldwide mostly for producing Vegeta

Podravka d.d.

Official logo

Company type| Public company

Traded as

| ZSE: PODR
ISIN| HRPODRRA0004
Industry| Food and beverages
Founded| 1934; 91 years ago (1934)
Founder| Marijan & Matija Wolf
Headquarters|

Koprivnica

Croatia

Area served

| Worldwide

Key people

| Martina Dalić, ph.d. (Chairman)[1]
Željko Vukina (President of the Supervisory Board)[2]
Products| Food seasoning, soups, ready-to-serve meals, half-ready meals, vegetables, meat products, canned fish, sauces, tomato products, baby food, breakfast cereals, sweet products, ice-cream, bakery products, mill products, frozen products, side dishes, beverages, fresh meat.
Revenue|  €766.5 million (2024)[3]

Net income

|  €73.90 million (2024)[3]
Total assets|  €778.10 million (2023)[4]
Total equity|  €410.99 million (2023)[4]

Number of employees

| 6,163 (2023)[4]
Website| www.podravka.hr

Podravka d.d. is a Croatian food company based in Koprivnica. Founded in 1934, today it is one of the largest food companies in Southeast Europe.

Podravka headquarters in Koprivnica

## History

[edit]

Vegeta: Podravka's best known product, a condiment Former company logo (until January 2024)

### 1934–1990

[edit]

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The brothers Marijan and Matija Wolf founded the company on 14 June 1934. At the time, the firm was a fruit factory. When the communists under Tito took power in 1947 the company was nationalized and received its current name.

In 1949, Podravka started producing fruit jam. In 1952 new products were released on the market: once a fruit factory Podravka now started producing candy, mustard, ketchup, fruit brandy and canned meat. The production of instant soups started in 1957. The rooster on the chicken soup became a symbol in Yugoslavia.

In 1959 Vegeta was released. Today, the condiment is sold in more than 40 countries.

In 1967, Podravka had its first cooperation with international companies and exported Vegeta to Hungary and the Soviet Union for the first time. After founding the subsidiary Belupo in 1972 Podravka started producing pharmaceuticals in Ludbreg and starting 1981 in Danica as well.[5]

### 1990–present

[edit]

After Croatia regained independence, Podravka was privatized in 1993 and transformed into a stock company. The trade of Podravka shares at the Zagreb Stock Exchange started in 1998. With the 130 million euros gained from the stock market launch, three new factories were built.

In 2000 new production sites in Koprivnica and Poland were opened for Vegeta.[6] In the same year Podravka took over the exclusive sale of Barilla products in Poland[7] and one year later the exclusive sale for Kraš in Hungary.[8] In honour of Zlata Bartl, who was responsible for the development of Vegeta in 1959, the company created the Zlata-Bartl-Foundation in 2001.[9]

Podravka took over Ital-Ice and the Czech company Lagris in 2002. That same year Podravka signed partnership agreements with Nestlé,[10] Heinz[11] and Unilever[12] and transformed the pharmaceutical subsidiary Belupo into a stock company.[13]

In 2003, Podravka opened a new manufactory in the industrial zone of Danica. Three years later, it took over the brand EVA.

In 2007, Podravka acquired the companies Warzywko and Perfekt in Poland and Lero in Croatia. That same year, the Vienna Stock Exchange added Podravka to the CROX-Index.[14] Podravka signed a merchandising agreement with Paramount Pictures in 2008.[15] That same year it took over the brands Čokolešnik and Čoko.[16]

In 2009 a financial scandal led to the arrest of several board members under charges of corruption[17][18] 35 million Euros in company funds was secretly channeled in an attempt to acquire a large stake in Podravka. The Croatian Deputy Prime Minister and former Podravka supervisory board member Damir Polančec resigned his government post.[19][20]

In 2009 Podravka acquired Belsad and opened a new logistics center in Dugopolje.

In 2010, Podravka products were produced in the United States for the first time.[21]

In 2012 Zvonimir Mršić became Podravka's chief executive officer and Dubravko Štimac was elected chairman of the supervisory board.[22]

In 2013, the company opened a Food innovation center in cooperation with the Ruđer Bošković Institute.[23] In the same year, Podravka signed an agreement with the Croatian spirituous beverages' producer Badel 1862 for exclusive distribution of Badel products in Slovenia.[24]

In 2014, Podravka took over the fish processing company Mirna[25] and acquired a 51.55% majority stake in Slovenian food company Žito in 2015.[26]

## Consumer brands

[edit]

Podravka markets its products under brand names including:

* Vegeta – an original condiment which is a mixture primarily of salt with flavour enhancers, spices and various vegetables. It was developed in 1959 by Bosnian Croat scientist Zlata Bartl and her team, and is sold worldwide. It is produced by Podravka,[27] and two Vegeta licensees from Austria and Hungary. There have been around 50 instances of other companies attempting to reproduce the product. Vegeta was conceived in 1958 in Podravka's laboratories.[27] The product was first sold in Yugoslavia in 1959 as "Vegeta 40".[27] In 1967 Vegeta was first exported to Hungary and the USSR[27] and is now sold in around 40 countries worldwide.[27] There is also a "no MSG added" version for those avoiding monosodium glutamate.[28]
* Warzywko – a condiment similar to Vegeta, sold in Poland
* Eva – sardines, tuna, mackerel & herring[29]
* Tallianetta – pasta meals
* Vital Fini-Mini – small soups
* Fant – half ready-to-serve meals
* Belsad – marmelades and jams
* Sms – oils
* Provita – cereals
* Čokolino and Lino – food for small children
* Čokolešnik and Čoko – food for small children
* Dolcela – cremes
* Lero – juices
* Kviki – salted snacks

Podravka also produces pickled vegetables and Ajvar relish.

## See also

[edit]

* Food portal

* List of mustard brands

## References

[edit]

1. ^ "Management – Podravka". Archived from the original on 29 March 2010. Retrieved 31 March 2010.
2. ^ "Supervisory Board – Podravka". Archived from the original on 2 April 2010. Retrieved 31 March 2010.
3. ^ a b "Neto dobit Grupe Podravka porasla 11,3 posto, na 73,9 milijuna eura". Jutarnji.hr. Jutarnji list. Retrieved 27 February 2025.
4. ^ a b c "Ključni financijski podaci - Pregled najvažnijih financijskih pokazatelja u 1.-12. 2023". podravka.hr (in Croatian). Retrieved 28 February 2023.
5. ^ [1] Muzejski dokumentacijski centar
6. ^ "Year 2000". Podarvka. Retrieved 3 October 2015.
7. ^ "Podravka Polska Sp. z.o.o. becomes an exclusive distributor in Poland for the Italian company, Barilla". Podravka. 21 November 2000. Retrieved 3 October 2015.
8. ^ "Podravka and Kraš sign a co-operation agreement". Podravka. 26 September 2001. Retrieved 3 October 2015.
9. ^ "The Establishment of the "Zlata Bartl" Foundation". Podravka. Retrieved 3 October 2015.
10. ^ "Contract between Podravka d.d. and Nestlé World Trade Corporation on sales, logistics and distribution". Podravka. 29 April 2002. Retrieved 3 October 2015.
11. ^ "Podravka – exclusive distributor of the Heinz brand in Hungary". Podravka. 21 October 2002. Archived from the original on 27 September 2015. Retrieved 3 October 2015.
12. ^ "CROATIA: Unilever signs ice cream distribution deal with Podravka". just-food. 19 December 2002. Retrieved 3 October 2015.
13. ^ "Belupo transformed into Joint Stock Company". Podravka. 11 October 2002. Retrieved 3 October 2015.
14. ^ "CROX Index-Zertifikat: Ein aussichtsreiches Land wird investierbar" (in German). Der Standard. 25 July 2007. Retrieved 3 October 2015.
15. ^ "Podravka collaborates with the film studio Paramount Pictures". Podravka. 5 March 2008. Archived from the original on 27 September 2015. Retrieved 3 October 2015.
16. ^ "Podravka to be the new owner of the cereals range". Droga Kolinska. 3 October 2008. Archived from the original on 27 September 2015. Retrieved 3 October 2015.
17. ^ "US embassy cables: Speculation grows around Sanader role in 'Croatia's Enron'". The Guardian. 12 February 2010. Retrieved 5 September 2019.
18. ^ "Scandal at Croatia food firm threatens to swallow deputy PM". bne IntelliNews. New Sparta. 27 October 2009. Retrieved 13 September 2018.
19. ^ Matejcic, Barbara (30 October 2009). "Croatian Deputy PM Resigns Amid Scandal". Balkan Insight. Balkan Investigative Reporting Network. Retrieved 13 September 2018.
20. ^ "Krimi um kroatische Podravka geht weiter" (in German). Der Standard. 9 February 2010. Retrieved 3 October 2015.
21. ^ "Croatian food manufacturer Podravka has started USA production of its beef goulash in". Balkans.com. 15 November 2010. Archived from the original on 27 September 2015. Retrieved 3 October 2015.
22. ^ "Appointments within Podravka d.d. Supervisory and Management Boards". 24 February 2012. Retrieved 3 October 2015.
23. ^ "History". Podravka. Retrieved 3 October 2015.
24. ^ "Podravka and Badel 1862 sign a Distribution contract for the market of Slovenia". Badel 1862. 16 January 2013. Archived from the original on 27 February 2015. Retrieved 3 October 2015.
25. ^ "Report on takeover of the MIRNA Business system for catch, processing and trade of fish and fish products, Inc". 13 November 2014. Archived from the original on 5 October 2015. Retrieved 3 October 2015.
26. ^ "Croatian food firm Podravka to buy Slovenia's Zito". Reuters. 21 April 2015. Retrieved 3 October 2015.
27. ^ a b c d e "Vegeta history". Podravka d.d. Archived from the original on 28 August 2008. Retrieved 17 August 2008.
28. ^ "Products – Vegeta". Podravka d.d. Archived from the original on 25 July 2015.
29. ^ "Eva – Podravka". Podravka d.d.

## External links

[edit]

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