RITAM POSLA Zvonimir Belić

Guest Zvonimir BelićHosted by Lidija KiseljakMay 3, 2026

Zvonimir Belić

About this episode

What you'll hear in this conversation

Zvonimir Belić's company, now called Rajska, pioneered hydroponic farming in Croatia, building a system of biological pest control that produces tomatoes without chemicals year-round. This commitment to quality and innovation earned them international recognition. Yet, for a decade, their growth was artificially capped, not by market demand or production limits, but by a specific clause in national EU fund regulations. His story is a study in how a truly premium product can thrive against the odds, but also how external, bureaucratic hurdles can force even the most innovative businesses into a decade of stagnation. This conversation shows what it takes to build a leading regional food producer, and how to navigate the specific challenges of scaling in a complex regulatory environment.

Insights from the conversation

What to take from this episode

After nearly two decades, Zvonimir Belić's company rebranded from Zaria to Rajska because customers associated the original name with foreign products and only recognized the packaging. Sometimes, a brand name needs to communicate its origin and identity as clearly as its product quality.

Zvonimir Belić's company was the first in Croatia to use hydroponic production, starting with strawberries in 2000, then tomatoes and cucumbers, subsequently advising on nearly every greenhouse project in the country. Being the first to implement a new technology in a region not only establishes a business, but also makes it an involuntary architect of the entire nascent industry.

In 2007, after building three hectares of greenhouses, Zaria shifted to special varieties like cherry and cocktail tomatoes, seeing increased demand for better taste and quality. When a market matures, differentiation by specific quality attributes — like a taste remembered from childhood — becomes a more reliable competitive advantage than simply producing a staple.

Zaria uses bumblebees for pollination and biological protection against pests, avoiding chemical treatments year-round, a practice Belić believes few others in the region achieve. The most effective quality control isn't about what you add, but what you meticulously *avoid* adding, even if it demands advanced technology and a delicate natural balance.

Zaria was invited among the top 50 tomato producers globally at Berlin's Fruit Logistica fair, despite having spent almost nothing on formal marketing until recently. For a product-first business, genuine industry recognition often precedes and validates formal marketing efforts, proving the product's quality speaks for itself before any ad budget.

After building three hectares of greenhouses in 2007, Zaria stagnated for ten years, unable to use EU pre-accession funds because Croatian regulations blocked companies with existing greenhouses over one hectare. External, bureaucratic obstacles can cap a business's growth for a decade, even when market demand is high and the business is ready to expand.

Last year, after a decade of being blocked, Zaria secured 3 million euros from a rural development tender, allowing them to double their production capacity. Perseverance through systemic barriers can eventually pay off, enabling significant catch-up growth after years of forced delay and rebalancing past inefficiencies.

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ScenariosBusiness challenges CardsEducational cards TimelineTopic evolution