POSLOVNI ĐIR Sandra Babac

Guest Sandra BabacHosted by Ojlane KoharevićMay 3, 2026

Sandra Babac

About this episode

What you'll hear in this conversation

Sandra Babac's career path took a sharp turn, from the polished world of television journalism to the sun-drenched fig orchards of Dalmatia. After years in entertainment media, the arrival of children prompted a complete re-evaluation, leading her to establish OPG Šinjorina smokva. What began as a personal shift evolved into a mission: to cultivate and promote the forgotten fig, turning it into a sought-after delicacy. Her story is a testament to the unexpected paths entrepreneurship can take, and the sheer persistence required to build a premium local product against the odds of bureaucracy and a market often more inclined towards foreign goods. She offers a clear-eyed view on what it takes to define a category, advocate for local produce, and find success when institutional support is scarce.

Insights from the conversation

What to take from this episode

Sandra Babac's transition from a long career in television journalism to cultivating figs came after having children, a common catalyst for re-evaluating priorities. Sometimes, the most meaningful entrepreneurial ventures emerge not from a grand plan, but from a deliberate choice to align work with new life stages.

When Sandra Babac started farming figs, she found almost no local literature or online resources, describing herself as 'the biggest farmer among farmers.' Building a business in an underserved niche means you often have to build the entire knowledge infrastructure and market education yourself.

Organizing the Fig Festival in Zadar for a decade, alongside other local fig events, was not just about selling her products. To establish figs as a recognized product, Sandra Babac had to actively create a cultural movement and market ecosystem around it.

Croatia's 25% VAT on products like Sandra Babac's fig jams significantly impacts competitiveness, especially when compared to France's 5% for similar items. Such high domestic taxes can force quality producers to seek export markets, rather than making their products affordable and accessible at home.

The Croatian Chamber of Commerce, Sandra Babac notes, primarily caters to large enterprises, leaving smaller, high-quality manufacturers like hers to fend for themselves. When institutional support focuses only on scale, it neglects the very businesses that often preserve and innovate local traditions.

Šinjorina smokva insists on using only fresh figs, not dried, and no additives, which Sandra Babac says results in the highest fruit content in their jars. This commitment to fresh, simple ingredients, even if it means a shorter shelf life, is a deliberate choice to stand by authentic quality.

Sandra Babac observes that Croatia, unlike its Mediterranean neighbors, often undervalues its own cuisine and prefers foreign products. This lack of national pride in local culinary traditions directly impacts producers, making it harder for unique, high-quality regional goods to thrive domestically.

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