Silvija Repić, Sana Delicacies: We Taught Croats That Hummus Is Not Just Soil but Also a Chickpea Spread

Despite having worked for eight years in the financial sector and an insurance company, Silvija Repić, owner and director of Sana Delicacies from Koprivnica, always felt she belonged to that world, alongside her father Miroslav Repić, who worked in the food industry. Being a great gourmet who loves to cook and is interested in nutrition, along with sports and travel as hobbies, further awakened her curiosity about food and dietary trends, which she believes inevitably led her to establish Sana Delicacies in 2013. She believes that her experience in a foreign multinational company was a significant advantage at the beginning of her career, as large companies provide a good foundation, structure, and knowledge about process management.

However, suddenly, father and daughter Repić found themselves at a career crossroads and began thinking about a joint project. The decision was made to create a product from hummus, a spread made from chickpeas and sesame that Miroslav had ‘discovered’ years earlier while working with an international company, and he introduced it to his daughter when she was still a teenager. Ten years ago, it was a novelty in the Croatian market, even though this dish has existed for over two thousand years, Repić notes, and it is tasty, healthy, nutritious, and very interesting for preparing other dishes. Confirmation of the value of hummus came from Western countries, where it was increasingly sought after, and since Repić has always been drawn to developing and leading her own company according to her values and creativity, she quit her secure job. She felt, she says, that it was one of those ‘now or never’ moments.

External Production

Repić started the company with her savings and with the help of her parents, investing all profits into the development of new products and marketing. For the first two to three years after its establishment, she also worked as a trainer in sales and communication skills and leadership skills, which was partially a continuation of her previous career. However, this part of the job has been set aside for now due to the volume of food-related business. She emphasizes that her family has been a huge support from the beginning, and her father has been a board member since 2018. Her brother Goran Repić has his own digital marketing business, although he works part-time at Sana in sales and marketing. Her mother Dragica Repić is not directly involved with the company, but Silvija considers her an important support in other areas of life. She explained that the entrepreneurial work pace often requires many working hours, so her mother’s support in various private tasks and issues is often equally important or even more important than any job position.

– Most products under the Sana brand can be categorized as niche. The first product line consisted of various types of fresh hummus. Since hummus was completely unknown in our market ten years ago, it was a real challenge to start. Lacking capital, but also aware that the market did not exist and needed to be created, we decided to find a production partner, which is why we do not have our own production facility. There was no compromise regarding the quality and freshness of the products, so we included our solutions in the recipes. At that time, the new brand Sana was not recognizable to consumers and had no value, and the name ‘hummus’ reminded people more of soil than a spread. Therefore, we decided to educate consumers and present fresh, first-class quality hummus to the market in several flavors: classic, with chickpea grains, and with pumpkin seeds for those who prefer mild flavors, as well as with chili and green pepper for lovers of more aromatic food as a blend of local and international, which was immediately well received. We wanted to give consumers the opportunity to taste hummus at many tastings and fairs and to choose their favorite while educating them about how nutritious and rich this spread is – described Repić.

New Developments Must Not Stop

In addition to Croatia, Sana is present in Slovenia, to a lesser extent in Austria and Bosnia and Herzegovina, and increasing exports and opening some new markets that were slowed down by the coronavirus crisis is among Repić’s important tasks for 2024. So far, Repić has launched over 250 products on the market: apple chips and chocolate, guacamole (avocado spread), tahini (sesame paste), premium spices for professional culinary use, fresh plant-based cheeses Power (vegan), falafel (chickpea and pea balls), chestnut desserts, and organic edible straws. The products are predominantly plant-based with healthy properties, often gluten-free. Sana is now recognized in retail and the HoReCa channel, says Repić, so the offerings differ somewhat accordingly.

– I would highlight the now exceptionally popular Sana Hummus, whose more modern packaging design we will soon present. It is favored among consumers for its excellent taste, freshness, and spreadability, as well as its simplicity and healthy characteristics. Guacamole, a spread with as much as 95 percent avocado, is not far behind. Among desserts, I can highlight apple chips with dark chocolate or chestnut sticks. We combine interesting flavors and new ways to enjoy food and desserts. The products are suitable for vegans and have excellent nutritional values – emphasizes Repić.

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