Croatia Has Only 35 Companies with This Certification

Thirty-five certificates. That is the number currently active in the Croatian register of EU Ecolabel, the official eco-label of the European Union that guarantees that a product or service has a lower environmental impact than the average competitor in the market. Behind that number are about fifty companies and organizations, from the paper industry and hotel chains to crafts and printing houses, that have gone through a demanding certification process and proven that their products or services meet strict criteria. The standards are set so that only 20 to 30 percent of products on the market can meet them, and we find out why these labels are important for domestic companies.

EU Ecolabel is awarded in Croatia by the Ministry of Economy and Sustainable Development, and the process involves the preparation of a compliance report, verification, payment of fees, and signing of contracts. The certificate is issued for a limited period and must be renewed, and the contact point for the label in Croatia is precisely that ministry, while the program is defined by a European regulation from 2009.

The largest number of certificates relates to two categories: absorbent paper and tourism. In the first category, Delt Papir, Cup Up, Euro Rosa, Lambino Plus, Brekpro, and the craft NE-NI dominate. In tourism, Valamar Riviera leads with as many as seven certificates for six camps (Istra Premium, Ježevac, Krk, Lanterna, Orsera, and Solaris) and Valamar Parentino Hotel.

In addition to Valamar, the certificate in tourism is held by Toplice Sveti Martin, Falkensteiner Punta Skala, Hotel Rotondo, Hotel Astarea, Hotel Olympia, Hotel Preko Ugljan Island (which is part of the Hilton group), Spa Veli Lošinj, and several smaller accommodation facilities. In the chemical industry, Saponia stands out with multiple certificates for cleaning agents, detergents, and hygiene products, along with Swisscolor, S-Atea, Adria group, Ecology 108, HoR Eco, and Radin print.

First in the Region

Saponia from Osijek, with over 130 years of tradition, is one of the most significant detergent manufacturers in the region and the first Croatian company to develop environmentally certified products with EU Ecolabel. Lidija Galić-Poljarević, head of the direct sales department, says that this step was a logical continuation of a long-standing policy of monitoring environmental standards.

– After decades of raising standards in hygiene and proper product use, they considered it logical to become the first Croatian company to develop and market environmentally certified products and further educate consumers about the importance of reducing negative environmental impact. The process of adapting production was not technically demanding as monitoring environmental standards has long been an integral part of their business policy – explains Galić-Poljarević.

The costs of certification, as she states, are not negligible. Environmentally friendly raw materials are more expensive than standard ones because their producers also undergo strict procedures to prove reduced environmental impact, and part of the testing is conducted locally, while part is done in European institutes. Nevertheless, the company claims that financial profitability was not the primary motivation.

– The primary motivation of the project was not financial, but socially responsible business and long-term change in awareness of the importance of environmental preservation. Profitability will show over time, but they see success primarily in changing habits and educating consumers – emphasizes the manager.

Saponia has achieved its first significant results in the B2B segment, collaborating with hoteliers, national parks, and nature parks, as well as retail partners who recognized the importance of certified products on the shelves. The situation in regional markets is similar: support exists, but implementation is somewhat slower.

– Saponia believes that stronger momentum could come from the implementation of green public procurement, especially in the context of an economy that heavily relies on tourism – claims Galić-Poljarević.

Camps as Pioneers

Valamar began certification back in 2018, when the first six camps received EU Ecolabel, making them one of the first tourism operators in Croatia to do so. Interestingly, the company also participated in the development of the national label ‘Friend of the Environment’ during this process.

– Valamar participated in the development of the national label ‘Friend of the Environment’, which was based on the criteria for EU Ecolabel. During this process, we studied the criteria for obtaining the EU Ecolabel in detail and checked our compliance with those standards. We started the certification process out of a desire for an independent body to confirm our excellent achievements in environmental protection, for that body to be competent, and for the label to be recognizable and relevant to our stakeholders – say Valamar representatives.

The market is changing, as they note, because today’s guests are increasingly aware of sustainability.

– An increasing number of them recognize the importance of eco-labels such as EU Ecolabel, which is now held by 6 Valamar camps and Valamar Parentino Hotel. Independent research confirms that guests increasingly value a responsible approach to the environment and expect sustainable practices from tourism companies – they add.

The results are also visible in guest surveys, which, according to company data, highly rate sustainability measures. However, the certificate is just one of the visible manifestations of a broader strategy. In 2025, Valamar procured 100 percent of its electricity and 74 percent of its total energy from renewable sources, photovoltaic plants were installed at 37 facilities, and 78 percent of food and beverages are local, thanks to cooperation with over 200 local partners, family farms, and producers.

The company, as they state, cares for over 80 thousand trees and actively works on a circular economy through recycling and biocomposting. Valamar also holds a gold EcoVadis medal, placing them in the top five percent of the best-rated companies in the world according to global sustainability indicators.