Tomislav Bagić (Kraš): For Kraš, the Most Important Thing is to Maintain Consistency and Standards in Business

The consumer goods market, especially food products, is developing faster than ever before. Changes in consumer habits, high regulatory requirements, digital transformation, and global challenges make business extremely complex, but at the same time, they hone a creative approach.

As a company with over a century of tradition, Kraš responds to these challenges by combining experience, investing in innovation, and improving business processes. Kraš has been present in international markets for decades alongside the domestic market, which gives us the knowledge and ability to anticipate trends.

Today, as consumers increasingly turn to diverse dietary habits, sustainability, and transparency, we are developing new products tailored to these expectations. Simultaneously, we are modernizing our existing range while continuing to pay attention to nutritional values, the quality of raw materials, and sustainable practices in production and packaging. In practice, this means that alongside our well-known existing products and flavors, such as Domaćica original, we also produce newer alternatives like Domaćica multigrain, which provides a natural source of fiber from as many as five types of grains.

However, we also pay equal attention to packaging. Kraš strives for products to be top-notch both inside and out, as confirmed by industry awards. This year, Napolitanke won recognition at the Croatian Design Exhibition, and at the Communication Days 2025, they received gold for branding at BalCannes.

Such recognitions are not just decoration for us; they show that we care about every detail and want the experience of enjoying our products to be complete, from the first glance to the last bite. Therefore, there is no one-size-fits-all recipe for adapting to new market conditions. Kraš builds its business on flexibility, agility, and a clear vision – we remain true to tradition while simultaneously seeking opportunities for innovation and sustainable development.

To realize what we have planned, stability and a predictable business environment are necessary for all companies, including Kraš. It is easier to plan and develop in secure and organized conditions, as this allows us to focus more strongly on our own goals, such as product development and investments in modernizing production, which this year alone amount to around 12 million euros in Kraš. In this context, Croatia’s entry into the OECD can further open opportunities for investment momentum and increase the trust of international partners.

The OECD brings together countries that share high standards of transparency, sustainability, and market competitiveness, signaling stability, responsibility, and predictability. Membership in the OECD also contributes to strengthening the international reputation of Croatian products and services, allowing domestic brands a broader maneuvering space on the global stage. Such standards can improve export conditions, attract foreign investments, and enhance the competitiveness of domestic companies, thereby creating an incentive for further economic growth.

As one of the most recognizable domestic companies with a long tradition and strong export orientation, for Kraš, regardless of formal membership, the most important thing is to maintain consistency in business and uphold high standards.