AGROBIZ Goran Vrabec

Guest Goran VrabećHosted by Jasenka ŠikićMay 3, 2026

Goran Vrabeć

About this episode

What you'll hear in this conversation

Goran Vrabeć started a business growing chili peppers and making hot sauce not because it was a family tradition, nor because he set out to build a food empire. He was already past 30, working in audio-video rentals, when a personal hobby began to demand more of his time. What started with a few hundred plants in a family greenhouse has become Volim Ljuto, a company with tens of thousands of seedlings and an international award-winning product line. His story offers a clear view of how a niche interest, nurtured by gradual, stable growth rather than sudden leaps, can mature into a significant enterprise. Vrabeć reveals the specific moments that turned a personal passion into a commercial venture, from securing initial family support despite their skepticism to navigating unexpected market shifts like a pandemic. Listeners will learn how to identify the subtle signals that indicate a hobby is ready to become a business, and how to scale while maintaining financial prudence.

Insights from the conversation

What to take from this episode

Goran Vrabeć's chili passion wasn't inherited; he was the first in his family to eat spicy food, turning a personal curiosity into a business. The most fertile ground for a new business often isn't a family legacy or a market trend, but a personal obsession that you feel compelled to explore, even if no one else around you shares it.

When Vrabeć first pitched his chili idea to his family, they were skeptical, even asking, 'What kind of chili peppers are these?' yet they gave him a greenhouse and help. Don't wait for universal belief in your idea; the critical first step is finding just one or two people willing to give you the space and permission to try, even if they don't fully understand it.

Volim Ljuto grew from 200-300 seedlings in 2013 to 30,000-40,000 today, maintaining a 30% annual growth rate without taking on large debts or experiencing sudden 'booms.' Rapid, stable growth is more desirable than explosive, uncontrolled expansion; the discipline of reinvesting profits and avoiding excessive debt allows you to build a resilient company that grows on its own terms.

When the HoReCa sector, representing 35% of Volim Ljuto's revenue, shut down during the pandemic, Vrabeć's team intensified online marketing, leading to a surge in direct-to-consumer sales that compensated for the loss. A strong direct-to-consumer channel is not just a secondary revenue stream; it's a critical shock absorber, able to mitigate substantial losses from other sales channels when external forces disrupt the market.

Volim Ljuto's Brutovello Scorpion hot sauce was ranked second best in the world in its category, competing against over 300 sauces from around the globe. International awards, especially in competitive categories, are not just accolades; they are potent validation signals that can dramatically elevate a niche product and open doors to new markets.

Volim Ljuto operates with two legal entities: an OPG (family farm) for cultivation and primary processing, and a company for distribution, retail, and marketing. Separating the farm operations from sales and marketing allows each function to operate under its most appropriate legal and tax structure, rather than trying to fit disparate activities into one box.

While Goran Vrabeć is the primary source of new product ideas and recipes, he emphasizes that every team member's suggestions are listened to and explored. The most innovative product pipelines aren't built in isolation; they thrive when the founder sets the direction but actively cultivates an environment where everyone feels empowered to contribute.

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