Sajmovi hrane i zdravog zivljenja 2
Episode · #91
SAJAMSKI RADIO - Sajmovi hrane i zdravog zivljenja 2
Guest Sajmovi hrane i zdravog zivljenja 2May 3, 2026
Sajmovi hrane i zdravog zivljenja 2
About this episode
What you'll hear in this conversation
For over a decade, the 'Healthy Living' fair in Zagreb has been a barometer for a quiet but steady shift in consumer habits. This episode brings together three businesses that have not only observed but actively shaped this market for a decade or more. Tvrtko Gačić of Enzita and Miroslav Jura of Vervita, both premium kitchen appliance distributors, and Jadranka Hleb of Sana Delikatese, a healthy food producer, each mark significant anniversaries at the fair. They describe a market that has expanded from a niche interest to a mainstream movement, driven by an enduring belief in the power of fresh food and smart preparation. The conversation reveals how to build a business with that kind of long-term conviction, and how to spot the subtle signals of a market's maturation.
Insights from the conversation
What to take from this episode
01
Both Enzita and Vervita mark a decade of continuous presence at the 'Healthy Living' fair. This isn't just loyalty; it's a signal that a seemingly niche market can mature into a stable, long-term opportunity. When you commit to a category for ten years, you stop selling a product and start owning a segment.
02
Enzita's Tvrtko Gačić observes that the 'Healthy Living' fair's merger with 'Cro Agro,' a large agricultural fair, immediately brought in a new type of visitor. The fastest way to expand your market isn't always through new channels; sometimes it's by attaching yourself to a larger, adjacent event that pulls in an audience you wouldn't otherwise reach.
03
When asked about Enzita's customer base for premium kitchen appliances, Tvrtko Gačić simply says, 'everyone,' from young couples to retirees. This suggests that for products truly tied to well-being, the market isn't defined by demographics or income brackets. It's defined by a universal human aspiration for health, where the premium price is an investment in a daily habit.
04
Enzita operates two parallel business segments for the same premium kitchen appliance brands: household and HoReCa, covering everything from domestic blenders to professional dehydrators. This approach proves that if your core product solves a fundamental problem, you can often double your addressable market by simply building a second sales channel, rather than creating new products.
05
Enzita's Kitchen Studio, originally a presentation kitchen, has evolved into a full-fledged studio where major brands like Konzum and Metro film their food and beverage ads. Your physical space, designed for product demonstration, can become a separate revenue stream by solving an adjacent problem for other businesses. It's a showroom that pays for itself.
06
Vervita's Miroslav Jura highlights their 5- to 10-year warranties for juicers and blenders, sourced from top global manufacturers like Kuvings and Blendtec. For premium, imported kitchen appliances, the length of the warranty isn't just a promise; it's the clearest signal of a distributor's confidence in the product's quality, overriding any skepticism about foreign manufacturing.
07
Miroslav Jura shares a green smoothie recipe, noting that while many are initially put off by the color, the taste is surprisingly sweet and delicious. The lesson for any product facing a perception barrier isn't just to educate; it's to create an experience so unexpectedly positive it overrides a deep-seated bias. Don't just tell them it's good; make them taste it.
08
Sana Delikatese, celebrating six years, launched with hummus when it was still unfamiliar to many, then expanded into tahini, guacamole, and beetroot ketchup. The path to a diverse product line often starts with winning over customers on a single, initially foreign concept. Once they trust your first niche offering, they're open to your wider range.