Sajmovi hrane i zdravog življenja
Episode · #89
SAJAMSKI RADIO - Sajmovi hrane i zdravog življenja
Guest Sajmovi hrane i zdravog življenjaMay 3, 2026
Sajmovi hrane i zdravog življenja
About this episode
What you'll hear in this conversation
The fairgrounds are a place where new ideas in natural health meet entrepreneurial energy. This conversation captures that intersection, exploring how ancient remedies from beehives and essential oils are not just health aids but foundations for growing businesses. Gordana Hegić, president of the Croatian Apitherapy Society, explains how the medical potential of bee products is expanding into a new form of tourism, while Siniša Boras from Aromara discusses the challenges and opportunities of sourcing and distributing essential oils. Listeners will come away with a clearer understanding of how to build trust and scale in the natural wellness sector.
Insights from the conversation
What to take from this episode
01
Apitherapy, as Gordana Hegić describes it, is a "culture of consuming bee products to improve quality of life and preserve health," but she emphasizes it "cannot be a substitute for medicine or a doctor." When introducing a traditional or alternative health practice, clearly defining its role as complementary, not competitive, builds trust and sets realistic expectations for users.
02
Apitherapy involves not just consuming honey or propolis, but also "inhaling air from the hive, honey massages, and various honey compresses." The true scope of a natural health offering often extends far beyond its consumable products. Exploring the full sensory and therapeutic potential of a core ingredient can reveal entirely new service categories.
03
Josipa Kunčić, who started an api-inhalation business in March, already needs "capacity expansion" due to rapid growth. Early, unexpected demand in a niche health service can signal a readiness in the market for specialized wellness experiences. Sometimes, the best validation for a new offering isn't a forecast, but a sudden need for more space.
04
Gordana Hegić notes that Croatia "lags behind even countries in the region" like Slovenia, Serbia, and Albania in apitourism development. A regional gap isn't just a missed opportunity; it's a proven model waiting for local implementation. Observing the success of neighbors provides a low-risk blueprint for developing a new industry.
05
The Croatian Apitherapy Society is launching a "quality seal" for educated members and certified api-inhalation chambers, inspired by Slovenia. When a new practice gains traction, establishing clear standards and certification becomes critical to protect consumers and the industry's reputation. A quality mark prevents dilution and ensures the long-term integrity of the service.
06
Siniša Boras from Aromara offers "over fifty 100% pure essential oils" but still imports orange oil from Brazil and lemon from Italy because "there is no interest in producing essential oils" from autoctonous citrus in Croatia. Even with a strong local focus, a natural product business must often navigate global supply chains for key ingredients. The challenge lies in balancing the desire for local sourcing with the practicalities of availability and market interest for specific agricultural products.
07
Aromara's participation in a tech-focused fair declined, but their interest in the "Food and Healthy Living Fairs" has grown "more and more each year." The success of exhibiting is less about the fair itself and more about the audience it attracts. Aligning your product with the specific mindset and interests of the attendees is more important than the scale or reputation of the event.
08
Aromara sells directly online and through "thirty to forty locations" for core products, expanding to "three hundred to five hundred" for top-selling items via pharmacies and wellness stores. A tiered distribution strategy allows a brand to achieve both broad visibility for its most popular items and deeper market penetration for its full product line. Not every partner needs to carry everything; focused distribution can expand reach efficiently.