POSLOVNI ĐIR Branimir Dević

Guest Branimir DevićHosted by Ljubica VukoMay 3, 2026

Branimir Dević

About this episode

What you'll hear in this conversation

Branimir Dević took a hard look at Croatia's waste problem. Instead of seeing disposal, he saw raw material. His company, Mold, isn't just a recycling operation; it's a manufacturing business built almost entirely on what others discard. They turn plastic waste into construction materials, sanitary products, and even children's toys. This conversation explores the often-unseen challenges and opportunities in building a circular economy venture from the ground up. Dević shares his process, from navigating complex permitting to pivoting during a global crisis, all while aiming to drastically improve national recycling rates. You'll walk away considering how much value is truly hidden in plain sight, and what it takes to build a product business from the ground up with an entirely new raw material.

Insights from the conversation

What to take from this episode

Croatia's Splitsko-dalmatinska county recovered a mere 0.0015% of its waste last year. Dević's company, Mold, aims to increase that figure to 30% this year alone, demonstrating how one focused manufacturing operation can dramatically shift a region's entire recycling performance.

Mold invested 250,000 euros in new production equipment, which arrived just days before the COVID-19 lockdown. Instead of halting, they immediately pivoted to producing visors, showing how market disruptions can force a rapid, opportunistic re-evaluation of production capabilities.

Mold spent two years securing permits for waste management and, particularly, for their children's toys, which required extensive testing and approvals from the Croatian Institute of Public Health. Launching products made from recycled materials, especially those for sensitive users like children, demands significant, time-consuming regulatory diligence beyond standard manufacturing.

The company's unique children's toys, which assemble in 2D and 3D forms, will soon be branded for Hajduk, making it 'the first club in the world' with recycled plastic toys. Aligning a novel, eco-conscious product with a strong, established brand can accelerate market acceptance and create a powerful, first-mover marketing story.

Dević describes the business model of exporting recycled plastic toys as 'selling our garbage to them' (referring to Europe and the US). The core commercial insight isn't just about recycling, but about transforming local waste into a high-value export commodity, redefining the material's origin as a competitive advantage.

Mold initially invested 50,000 euros of its own capital to 'master the waste' and understand how different waste streams behave with specific products. Before scaling production, an entirely new material stream requires dedicated, self-funded R&D to develop a deep, practical understanding of its properties and limitations.

Despite having competitive pricing and quality, Mold struggles to make direct contact with traders due to the pandemic, hindering demonstrations. For new products, especially those challenging established categories like construction materials, direct, in-person demonstration is often irreplaceable for overcoming market saturation and building trust.

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