Mladen Kušeković
Episode · #774
AGROVIZIJA Mladen Kušeković
Guest Mladen KušekovićHosted by Maja AntonićMay 3, 2026
Mladen Kušeković
About this episode
What you'll hear in this conversation
What drives a seasoned automotive executive, after three decades of success, to trade the asphalt of Zagreb for the pastures of Lika? Mladen Kušeković, a manager who built a career in the automotive sector, found himself seeking a different kind of value creation. He transitioned to cattle farming in the Krbava field, founding Natura Beef to produce ecologically certified meat using traditional methods. His story offers a rare perspective on how a desire for tangible production and a focus on quality can reshape a professional life, even in an industry widely considered low-profit and high-risk. You will hear why some opportunities only reveal themselves once you've exhausted the conventional paths.
Insights from the conversation
What to take from this episode
01
After 32 years in the automotive industry, Mladen Kušeković described it as a "very ordinary trade" where global players dictated the rules and offered little room for individual expression. Even successful careers can feel creatively limiting if they don't allow for genuine value creation or personal agency.
02
Kušeković believes that "without production, there is nothing," and new value creation is essential for survival and success. In a small economy like Croatia's, with limited resources and past deindustrialization, focusing on high-quality niche production in a fundamental sector like food is a viable path to compete.
03
Agriculture is a sector Kušeković calls "low-profit, very risky, but strategically very important." While the numbers often point away from investing in farming, its foundational role in national independence means some industries are worth more than their immediate P&L suggests.
04
Meat production, specifically, leverages Croatia's empty and neglected areas for extensive, ecological farming. Kušeković realized that livestock farming is essential for the primary sector, crop farming, to function, turning what others see as abandoned land into a competitive advantage.
05
For Natura Beef, the problem is not finding customers but producing enough to meet demand. After 18 years in the business and six years of direct sales, Kušeković faces the "sweet worry" of insufficient supply for the market. When the problem shifts from finding buyers to producing enough, you know you've built something genuinely differentiated.
06
Kušeković embraces the philosophy that "less is more" in his production. When you commit to creating a truly high-quality product, you accept inherent limitations on scale. The trade-off is that customers who recognize true value will also accept a premium price, shifting your focus from volume to margin.
07
The biggest challenge for Natura Beef isn't the farming itself, but navigating the state apparatus. Kušeković admits he spends more time dealing with bureaucratic hurdles than with organizing production or raising cattle. For an operator, external friction from supporting systems can consume more time and energy than the core business.
08
Kušeković notes that Croats are among the most obese in Europe, which he attributes to consuming low-quality food in excessive quantities. This social cost of cheap, unhealthy food underscores the underlying market need for premium, healthy options, even if they come at a higher price.