Cold Pressed Business: Technology and Family Against Processed Food

Own cold-pressed juices, raw desserts, energy bars, salads, and natural meals made from chia, stores, a real and virtual restaurant, and catering, can anything else be added to this unusual array of offerings from just one company? It is indeed rare for companies to sell and serve their products in their own stores or restaurants, but for Garden City, nothing seems impossible. Although it is easier to deliver products to consumers through other restaurants or retail chains, Zagreb’s Garden City is not interested in simple solutions. Therefore, the relentless creation of innovative products, a high standard of quality, and the introduction of new standards to the Croatian market using new technologies is what has continuously driven the company since its founding twelve years ago.

Innovative Approach

Garden City has thus introduced cold-pressed juices (high pressure processing – HPP technology) under its Juice Box brand, being among the first in Croatia, with an emphasis on preserving nutritional value without thermal processing. Very early on, the founder and owner of Garden City Nataša Poljak recognized the potential, and this family company was the first, for a long time the only, producer in Croatia to enable a longer shelf life for products while maintaining quality and nutritional value using this method. Poljak particularly highlights the development of raw desserts and energy bars, which have been offered for over eleven years in about ten different versions.

– These are products that we constantly improve by following nutritional trends and consumer needs, but without sacrificing taste. We apply an innovative approach in salads and natural meals made from chia emphasizing nutritional value, functionality, and visual appeal. The goal is a balanced meal that suits the modern, fast-paced lifestyle. Our innovation is indeed an integral part of our business model, which arises not only from technology but also from long-term thinking about products that we want to combine with benefits for the body, practicality, and market sustainability. Today, Garden City encompasses several complementary brands that cover different areas of the food market, emphasizing quality, innovation, and a modern approach to food. The leading brand Juice Box was created when the company was founded and has accelerated its growth. Within it, we produce and develop healthy food and beverages tailored to the modern lifestyle and the needs of consumers looking for nutritionally valuable, practical, and quality products. The Cookie Box brand was launched at the end of 2025 by daughter Ivona to develop a line of cookies (engl. cookieja). With a strong visual identity and a modern approach to desserts, Cookie Box has the potential for scaling through retail and online channels – describes Poljak.

Systematic and Planned

Through the Eats brand, catering services aimed at business and private events are being developed, while Zagi2Go is a virtual restaurant that reinterprets traditional Croatian cuisine in a modern way and is adapted to digital sales channels and today’s consumption habits. In addition to the Juice Box Green Gold restaurant in Zagreb, Garden City has three stores and a number of partner stores, cafes, and restaurants where it offers its products. It is also present in Split, Dubrovnik, and many other Croatian cities through Spar and Interspar stores and Shell gas stations. For now, it is focused on the Croatian market, but Poljak plans gradual international expansion with an emphasis on selective exports and channels that allow controlled growth, without compromising on quality and brand identity.

– The decision to have our own restaurant stemmed from a love for food, but also from a clear vision. The restaurant allows us direct contact with the end consumer and a platform through which we offer a healthier, nutritionally balanced approach to nutrition every day. After our meals, people feel energetic, not tired, which is important in the modern work rhythm. We change the menu every week because dietary diversity is key to long-term health and proper body development. In the restaurant and stores, we also offer practical education. We show that healthy food can be tasty, practical, and sustainable as a daily choice. We will consider further opening of restaurants and sales points exclusively in line with demand and preservation of quality because the long-term value of the brand is more important to us than rapid expansion. Unlike many companies in the same industry that turn more to marketing, we prioritize production technology, process optimization, and quality control. This allows us stability, scalability, and consistency of products, regardless of volume growth – emphasizes Poljak.

Fresh Ingredients

The raw materials for the products are primarily sourced in Croatia and the European Union from verified suppliers with high-quality standards. Whenever possible, organic ingredients are chosen, and part of the raw materials is directly imported by the company to maintain complete control over origin and consistency of quality. Poljak pays special attention to the freshness of ingredients and exclusively uses fresh Međimurje chicken, halal certified, without GMOs and antibiotics.

– Quality control is conducted throughout the chain, from supplier selection through internal raw material control to production. Our goal is to work exclusively with fresh food, nutritionally valuable and in line with the values we represent in the market. We collaborate with domestic and foreign companies, depending on the type of raw materials, technology, or services we need at any given moment. Collaborations are focused on sourcing quality ingredients, specialized equipment, and knowledge that enables us to maintain high product standards – notes Poljak.

The Need for Meaning

Garden City was founded in 2014 with the desire to start its own entrepreneurial journey after many years of experience in executive positions in large corporations, where she learned how to manage systems, teams, and business processes. She wanted greater personal freedom and to manage a business that has a broader meaning and positive impact. She found the answer in her company, where she would create healthier food and beverages, which she turned to after recognizing the growing global trend of conscious eating.

– The decision to establish the company arose from professional maturity and the need for meaning because after many years of working in leading positions in large systems, I reached a natural point where I knew I wanted to build something of my own, make independent decisions, and create healthier products with value for people and society. The story of Garden City is a blend of corporate experience and entrepreneurial freedom, that is, structure, discipline, and clear strategy, along with an authentic desire to create products with added value. The food and beverages we offer are not a marketing concept, but the result of real knowledge, processes, and carefully selected production – notes Poljak, who secured the initial funds to start the company from her own savings and a bank loan.

Nataša Poljak is responsible for managing the company and making key business decisions at Garden City, while her husband Ivo is in charge of product development and new technologies, particularly innovations and improvements in production processes. Their daughter Ivona takes care of design, marketing, and brand development, as well as the introduction of new businesses and projects. Although their roles are clearly defined, all family members participate as a team in different parts of the business.

Stable Business Model

The successful concept is confirmed by the business in 2024 when Garden City generated 2.82 million euros, which was 36.78 percent more than in 2023. Ivona Poljak explains that several key factors contributed to revenue growth, such as long-term consistency in quality and a clear business vision. A significant emphasis is also placed on product development, production technology, and customer relations.

– Investing in quality, not in short-term marketing effects, has been recognized in the market over time. Customer trust, repeat purchases, and recommendations have proven to be the strongest drivers of growth, which has directly impacted revenue increases. The net profit in 2024 was 125,944 euros, which is 27.52 percent lower than the previous year, but this is the result of conscious and planned investments in further business development. Throughout the year, we significantly invested in production technology, processes, and the development of new products, which short-term affected profitability, but also created a solid foundation for future growth and greater operational efficiency. We consider this approach to be long-term sustainable and necessary for strengthening competitiveness in the market. Garden City’s business in 2025 continued on an upward trajectory. Revenue growth and business volume confirm the stability of the business model and the justification of investments from previous years, along with further strengthening of market position. In 2026, we expect continued good business, with the goal of stable growth, further product development, and process optimization – states Ivona Poljak.

Domestic and Foreign Workforce

Currently, Garden City employs about fifty people; their number increased during 2025 in line with business growth. Ivona believes that quality workforce can be found when the company is stable, fair to employees, and when people feel valued within it. The Poljaks employ both domestic and foreign workforce, focusing solely on professionalism, responsibility, and attitude towards work, which then enables a stable team and long-term sustainable business even when there is a labor shortage in the market.

The salary level depends on the job position, responsibilities, and experience, and employees are provided with daily meals from the restaurant menu, adds Ivona. Furthermore, in extremely challenging business conditions marked by inflation, rising energy and raw material costs, and global instabilities such as the war in Ukraine, constant adaptation is necessary, in her opinion. Garden City responds to these challenges with responsible cost management, process optimization, and long-term planning.

Own Resources

Instead of short-term gains, the Poljaks have chosen to reinvest and build a long-term sustainable business model from the beginning. This has enabled, claims Ivona, stable growth, strengthening of market position, and resilience to changes in a demanding business environment despite ongoing economic and market crises, administrative sluggishness, and complex and often inconsistently interpreted regulations. She notes that extensive paperwork and high tax and parafiscal burdens further complicate operational business, especially for manufacturers. So far, the Poljaks have mainly invested in production equipment, technology, and process development, mostly from their own business, i.e., realized profits, as it was important for them to maintain complete control over the company’s development. They have included bank loans as needed, and from public support, they have only utilized a small EU subsidy for the purchase of refrigeration equipment. In the future, they will primarily invest in production technology, process improvement, and product development, for which they could utilize state and EU subsidies, but due to operational obligations and lack of time, they have not yet found a reliable partner to effectively manage and prepare such projects.