It all started with Pru. This is how Ivan Radić begins his business story, having taken over the brand Apipet from the family company Hedera, known for its propolis-based dietary supplements, and transformed it into a leading name in the pet industry.
In a new episode of Lider’s podcast, he revealed to journalist and host Sandra Babić how the brand was created, which is changing the way owners care for the health of their pets, and how propolis, an ingredient that connects nature, science, and health, was introduced into the diet of four-legged friends.
Today, Apipet has over 30 products and 50,000 users and is the only brand that offers propolis-based food. Radić openly discusses the lessons he learned on the journey from idea to market entry in a saturated market, as well as expanding into markets outside of Croatia and growing in, as he says, the ‘cracks’ of large global players.
In the conversation, we talk about how to succeed in an industry full of brands, what it means to grow responsibly without harming the environment, why people in a crisis prefer to save on themselves rather than on their pets, and what is hype in the industry and what is a trend that is here to stay.
The new episode of Lider’s podcast is available on our website, Spotify, and YouTube, and you can follow the most interesting clips on Lider’s social profiles.
