OPG Babojelić: Demand for Haskap is Growing, We Must Expand Plantations

Ten years ago, in the ‘distant’ 2015, driven by the desire to create something of their own and useful not only for the family but also for others, OPG Babojelić began its operations. Exploring opportunities in agriculture, Ivica Babojelić and his family came across Haskap berries, or Siberian blueberries, exceptionally nutrient-rich fruits that have a beneficial effect on health and immunity. The berries, resembling a cross between a plum and a blueberry, are rich in antioxidants and vitamins, have anti-inflammatory properties, and improve vision and circulation, which is why it is no surprise that the Japanese consider them a fruit that prolongs life. Their potential encouraged the Babojelić family to venture into cultivation.

– Although we come from a family that has not previously engaged in agriculture, we decided to be the first generation to take that step and combine innovation, knowledge, and nature on our own farm – Ivica Babojelić told us.

Three Key Challenges

However, as every beginning is thorny, this farm faced several key challenges from the start. The first was preparing the soil for ecological development because they wanted to be fully committed to sustainable, ecological Haskap production from the beginning, as they say. This required thorough analysis and adaptation of the land, without compromise when it comes to quality.

– The next challenge was to find top-quality planting material that would ensure stable and high-quality yields for many years. Additionally, establishing an efficient irrigation system and addressing the issue of crop storage to ensure products are available year-round were key steps that we successfully overcame with a lot of research, investment, and perseverance – Ivica Babojelić explains.

Therefore, it is not surprising that today OPG Babojelić, located in Vrbovec Samoborski, a village where his orchard has more than six thousand seedlings of Siberian blueberries, has three main production lines: the first produces organic extra jams, marmalades, toppings, and sauces, the second organic cold-pressed juices, and the third packages and distributes frozen organic fruit.

– From the beginning, we decided to focus exclusively on organic products because we believe that nature offers the best when approached with respect. Our focus on organic production is not just a market decision; it reflects our philosophy: health, quality, and sustainability come first – Babojelić explains.

Harvesting and Immediate Processing

Of course, the production of this farm is based on seasonal fruit, but thanks to a well-thought-out plan to freeze the products and carefully plan processing, they are available year-round. The harvest of the so-called Siberian blueberry lasts a very short time, peaking in mid-June, but immediately after, the fruit is either frozen or processed into juices and jams to preserve its nutritional value and freshness.

For the production of their well-known juices, OPG Babojelić also applies cold pressing because this principle preserves the maximum amount of nutrients. Jams and sauces are cooked in smaller batches, without the addition of preservatives, with minimal processing to retain their natural taste and color.

– All products are then packaged under controlled conditions, labeled, and stored according to organic production and HACCP standards, ready for year-round distribution – says the owner of the farm.

Throughout the production, the Babojelić family applies a combination of traditional methods, modern technology, and ecological approaches.

– We use traditional recipes and processing methods to preserve the authentic taste and quality, while modern equipment increases efficiency, allows hygienic processing, and better quality control – says Babojelić, adding that the synergy of tradition, technology, and ecology enables them to create healthy, safe, and high-quality products.

Family Commitment to Business

OPG Babojelić is primarily a family business. All family members participate in its operations, whether it is cultivation, processing, packaging, or product development and communication with customers. This family commitment, according to Ivica Babojelić, gives their products special value and personal touch.

– As the business grew, we also involved external collaborators, especially during the harvest season. Thanks to our participation in the ‘Startaj Hrvatska’ project, we managed to employ two new workers, which allowed us to operate more stably and efficiently throughout the year – Ivica Babojelić says.

During the harvest, this farm collaborates with experts from the Faculty of Agriculture in Zagreb, whose knowledge, they claim, has helped them optimize processes and harvesting, significantly increasing efficiency and reducing crop losses.

– This combination of practical knowledge and scientific support has been crucial for our further professional advancement. In this way, we combine the warmth and authenticity of a family farm with a modern approach and expert support, to the satisfaction of customers and partners – Babojelić states.

Although they did not want to disclose exact figures, they confirmed that they currently process several tons of organic Haskap per year, which they convert into frozen fruit, juices, jams, and other processed products, and over the years, they have developed a stable and quality process, with market interest continuously growing.

– Due to the increasing interest from customers and partners, we plan to gradually increase production while wanting to maintain quality and ecological standards. Our goal is to expand the plantations, improve processing capacities, and ensure the availability of our products in a broader market, both in Croatia and beyond – says Babojelić.

Good Connection with Customers

However, they proudly emphasize that they exclusively sell their products in Spar and Interspar stores, which is part of the award and recognition won in the show ‘Startaj Hrvatska’, where they were, of course, the winners of the fifth season. This farm applies direct sales from the farm and at fairs, has launched its products in specialized and organic stores, and sells them in its own online store. In addition, they collaborate with restaurants and kitchens that value local and ecological production.

– We particularly emphasize direct communication with customers because we believe that trust is the foundation of long-term relationships and satisfaction. In the future, we plan to further develop online sales and expand into foreign markets – says Ivica Babojelić, adding that at the beginning, most of their sales were locally focused through direct sales and recommendations, but over the years and with growing recognition, especially after participating in the show ‘Startaj Hrvatska’, a significant portion of sales is achieved throughout Croatia, primarily within the Spar and Interspar sales networks and their own online store.

– We continue to nurture the local market, especially by participating in events, delivering products to local schools, and selling to regular customers at their farm, but an increasing share is also going beyond the local region, even abroad, through individual orders and for specialized partners interested in ecological and innovative products – Babojelić explains, noting that they receive confirmation that their products have real value, not only in taste but also in their impact on health.

– Customers often tell us that thanks to the regular consumption of our 100% pure Siberian blueberry juice, they have experienced health improvements and even recovered faster after illness. We are increasingly contacted by individuals with demanding health conditions, from those suffering from autoimmune diseases to those undergoing oncological therapies, who use Haskap as an additional natural support for their bodies. Feedback is particularly valuable to us and confirms that we are doing something that truly helps people. Such messages deeply touch us and motivate us to be better every day because we know that we are not just producing food but also health – Babojelić states.

Useful Collaborations and Support

In addition to collaborating with restaurants and specialized stores, the Babojelić family collaborates with hotels and pastry shops that recognize the value of high-quality domestic organic products. Their cold-pressed juices and fruit toppings, which are used in the preparation of desserts, cocktails, and breakfasts, as well as jams and sauces that fit into the offer of healthy and exclusive menus, are particularly sought after.

– We have also developed cooperation with personal trainers and nutritionists who include our organic Haskap in the nutritional menus of their clients, especially due to its high nutritional value, antioxidant effect, and beneficial impact on recovery and immunity. Besides the hospitality sector, we collaborate with health food stores, stores with an organic concept, and business partners who produce functional products based on fruit. We are open to new partnerships and always strive to adapt our offer to the needs of professional buyers, whether through larger packaging, customized labels, or the development of special product lines – Babojelić emphasizes.

Regarding capital, he tells us that they have utilized European Union funds and state support, but particularly highlights the regular support from the Zagreb County and the City of Samobor, which have been crucial for their development in the early stages. Thanks to these local supports, they managed to start and expand Haskap production, acquire equipment, and improve processing capacities.

– Over the years, we have also utilized some European measures for rural development, such as investments in equipment, irrigation, and business digitalization. The experience with support requires good preparation and administrative precision, but in the long run, it has proven to be extremely beneficial. We are grateful that such forms of support exist, especially at the regional level, as they have provided us with a stable foundation for growth and increased competitiveness – says Babojelić, adding that they continue to actively monitor measures that support sustainable, ecological innovative agriculture.

Building a Strong Brand

Although he did not want to disclose specific figures, he claims that their revenues have multiplied in recent years, and thanks to the growing demand for their products during and after the ‘Startaj Hrvatska’ project, as well as the development of their website and collaboration with partners, they currently achieve turnover that allows them stable operations and further investment.

As for their plans, they include further expansion of Siberian blueberry plantations, increasing production capacities, and developing new organic products that meet the needs of modern consumers, such as functional juices, healthy snacks, and innovative fruit dietary supplements.

– Our focus is also on strengthening our presence in the domestic market through our online store and with the help of specialized partners, as well as entering foreign markets, where an increasing number of consumers are looking for such products: organic, authentic, and functional. We also plan to further develop cooperation with nutritionists, trainers, and the HoReCa sector and expand sales channels through digital marketing, subscription models, and specialized platforms. Our long-term goal is not just to grow indicators but to build a strong and recognizable brand Haskap Babojelić that will be synonymous with health, quality, and trust – concludes Babojelić.