Through strong collaboration with Croatian producers and continuous investments in sustainability, Kaufland Hrvatska k.d. has been confirming for years that responsible retail can be a driver of positive change throughout the food supply chain. Kaufland’s strategy is clearly focused on strengthening domestic production and providing active support to local partners, resulting in a wide range of domestic and organic products.
With carefully selected products from local family farms and certified producers, Kaufland also offers its own private label products that provide consumers with a diverse selection and a high level of quality at always affordable prices. Since 2018, their shelves have featured products of verified domestic quality bearing the label “Our Best Fits Us.” These are products produced in Croatia from Croatian raw materials. Under this recognizable label, customers can find products from over 60 domestic partners who have proven their commitment to using exclusively Croatian raw materials and adhering to traditional recipes.
Almost 80 percent of Kaufland’s procurement is sourced locally from Croatian producers and distributors, and about 70 percent of the fruits and vegetables offered to customers are produced by domestic producers. Collaboration with domestic producers encompasses not only business value but also an important social and ecological component.
One of the most successful examples of long-term and stable cooperation comes from the Neretva Valley, Croatia’s citrus treasure. Kaufland purchases about a thousand tons of domestic mandarins annually, although this quantity is subject to change depending on seasonal fluctuations and yields.
In the last five years, through dedicated partnerships, more than four thousand tons of mandarins have been purchased in total. This model of cooperation guarantees producers from Neretva a stable and secure placement of large quantities, while ensuring customers exceptionally fresh and high-quality domestic products on shelves throughout Croatia. Producers in such partnerships see security for their investments and encouragement for further development.
In addition to contracted production of fruits and vegetables, Kaufland has contracted meat production in Croatia, meaning that the entire production chain takes place within the country and is delivered to stores in Croatia.
– Collaboration with domestic producers is not just a business goal but the foundation of our strategy and responsibility towards the local economy. Each new season is an opportunity to further strengthen partnerships, expand the assortment, and ensure the largest possible number of high-quality Croatian products in our stores – emphasized Daniel Šturm, Member of the Management Board for Procurement.
Digitalization of the supply chain also represents a key step in ensuring quality and transparency. Additional value in this segment comes from the implementation of the digital platform Agrivi, which enables complete traceability of the production process. This advanced software tracks the product’s journey literally from the field to the store, recording every step of agricultural production: from sowing, through protection and irrigation, to harvesting and transportation.
This guarantees complete control over quality, food safety, and compliance with strict EU standards. In this way, every customer receives a unique opportunity to be sure of exactly where the product they are purchasing comes from, which increases trust in domestic products and Kaufland as a retailer.
Likewise, special attention is paid to the selection of sustainable packaging solutions, waste reduction, and the implementation of certified production processes. All of the above ensures safety, transparency, and consistent quality from field to table. Continuous investments are made in partner education and logistics optimization to ensure maximum freshness of products.
Kaufland convincingly shows that a modern and international retail chain can simultaneously be a strong, indispensable support for domestic producers. Through strategic investments in long-term partnerships, consistent development of sustainable practices, and the implementation of cutting-edge digitalization processes, the company actively builds a future in which domestic, locally produced products have a deserved and dominant place – on Kaufland’s shelves and in the everyday baskets of loyal customers.
