Neven Vranković: As business developed, Croatia became too small a market for Atlantic Grupa's ambitions

Atlantic Grupa has evolved into a leading regional company with revenues exceeding 1.2 billion euros, recognized for its strong portfolio of brands and pioneering corporate governance, according to Neven Vranković, the company's Vice President.

"We are primarily a 'house of brands' company, and consumers most associate us with the quality and strength of our brands in regional markets," Vranković stated in a podcast interview. He noted the strong recognition of brands like Smoki, Štark, and Grand kafa in Serbia, and Donat and Barcaffè in Slovenia. Argeta, a pâté brand, has become a European leader in its category. The company manages nearly a hundred brands and over 2,000 products manufactured in its own factories.

Internationally, Argeta and Donat are the most recognized. Argeta, in particular, is experiencing significant growth, with a third factory being built and exports to Germany increasing by nearly 50% in the first quarter. Vranković emphasized that consumers across the region perceive these products as local, regardless of their manufacturing origin, citing Cedevita as an example.

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We are primarily a 'house of brands' company, and consumers most associate us with the quality and strength of our brands in regional markets.

Reflecting on the company's journey since 1998, Vranković recalled Atlantic Grupa's beginnings as a distributor with about a hundred employees. The reliance on distributing products for major principals like Wrigley and Mars presented significant risks. "We used to say that every time someone sneezed in Chicago, where Wrigley's headquarters were, we would catch a cold," he explained.

This dependency spurred the company's strategic shift towards building its own brands. The acquisition of Cedevita in 2000 marked a major milestone, providing Atlantic Grupa with its own product and a platform for expansion. Further strengthening its regional presence, the company acquired Neva two years later. This combination of distribution and in-house brand development became the foundation for its sustained growth.

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We used to say that every time someone sneezed in Chicago, where Wrigley's headquarters were, we would catch a cold.