RITAM POSLA Matt Sertić

Guest Med SertićHosted by Lidija KiseljakMay 3, 2026

Med Sertić

About this episode

What you'll hear in this conversation

Imagine building a high-tech manufacturing company in Silicon Valley, then choosing to open a critical production facility not in Asia, but in Sisak, Croatia. That's the path Med Sertić, founder of Applied Ceramics, took in 2005. His company manufactures specialized components for the global microchip industry, and his decision to bring a significant portion of that work to a post-industrial Croatian city offers a rare perspective on global supply chains and local investment. Sertić’s story is one of unconventional choices: from training young Sisak residents in California to run the plant, to diversifying into culinary education with his Cool In institute. He offers a grounded, pragmatic view on everything from navigating a global pandemic (which, for his business, meant increased demand) to the psychological toll of a natural disaster on a workforce. He even dismisses political shifts in the US as mere "folklore" when it comes to business operations. The conversation reveals how a deep commitment to a place and its people can create a resilient, globally competitive enterprise, challenging common assumptions about where and how high-tech manufacturing can thrive.

Insights from the conversation

What to take from this episode

In 2005, when Med Sertić faced pressure to open a new production facility in Asia — Korea, Japan, Singapore, China, Taiwan — he chose Sisak, Croatia instead. The decision to build a high-tech manufacturing base in a less conventional location, against common industry wisdom, shows that strategic advantage can be found by looking beyond the obvious choices.

Med Sertić didn't just open a plant in Sisak; he hired young people, mostly between eighteen and twenty, brought them to California for six months of training, and then sent them back to run the Croatian operation. This approach to talent development is not just outsourcing labor; it's a deep investment in local human capital, cultivating ownership and leadership from within the community.

While many businesses struggled during the pandemic, Applied Ceramics experienced increased demand for their microchip components, leading to "more work than usual." The crisis for one sector became an unexpected surge for another, illustrating how global disruptions can create unforeseen market shifts and opportunities.

Med Sertić describes political events and elections in the US as "folklore" with "nothing to do with business." For some leaders, the noise of political cycles remains entirely separate from the operational realities of their enterprise, allowing them to maintain a focused, long-term view.

After a strong earthquake in Sisak, Applied Ceramics quickly repaired physical damage, but Med Sertić notes that the "fear of the next earthquake" and the lingering emotional toll on his employees will take longer to heal. Recovering from a crisis is not just about restoring infrastructure; it is about addressing the unseen psychological impact on the workforce.

While Med Sertić finds the business environment in America "freer," he points to a significant advantage for Croatian exporters like Applied Ceramics: they avoid local payment and tax collection issues. When your entire production is for export, domestic market complexities become less of a concern, creating a distinct operating environment.

In 2011, Med Sertić founded Cool In, a culinary institute in Sisak that has since trained over 500 chefs and pastry chefs for Croatia's tourism sector. This diversification into an entirely different industry, driven by a specific local need, shows that entrepreneurship can extend far beyond a founder's core expertise to address broader community challenges.

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ScenariosBusiness challenges CardsEducational cards TimelineTopic evolution