Vegeta Producers Podravka Open Factory in Africa

Podravka opens factory in Africa (photo: Podravka)

Leading Croatian food company Podravka, who have the famous Vegeta spice in its portfolio, have opened a factory in Tanzania, its first factory in Africa, the company announced.

The factory, Vegeta Podravka Ltd Tanzania, is located in Bagamoyo, a region in Tanzania with special focus from the Tanzanian Government for investments and industry development.

The factory was ceremoniously opened by the Tanzania Minister of industry, Trade and Investment, Charles Mwijage, the personal ambassador of the Prime Minister Kassim M. Majaliwa and Podravka Management Board member Olivija Jakupec.

Investment into Podravka’s new factory in Bagamoyo, of total surface 17.000 m2, is worth about 4 million euros, and the factory was built and equipped within a year and a half. It will employ 20 workers, and by opening of the factory indirectly 200 jobs is created.

Podravka started analysing the potential of the African market in 2014 through markets analyses, their trade structure, competition in various parts of Africa where economic growth and growth of standards is recorded.

Apart from traditional trade, Africa also develops modern sales, so many large chain stores are opened. Tanzania imposed as the most favourable to start business in this market, due to its position, infrastructure, economy growth, but also its membership in trading associations.

Analysing consumer habits, accepting trends, food preparation tradition and legislature, a potential range of possible products was selected, and it was subjected to all the tests, tastings and registration procedures.

“As the factory was being built, we already started selling some products which we imported from Croatia. We also started various marketing activities in order to present the products and their application to potential consumers,” Olivija Jakupec, Podravka Management Board member said.

“Our products are available in all the modern chain stores and shops in Tanzania, and the challenge for us is to launch our products in traditional chain stores so that they be available to all the inhabitants of Tanzania. A wide range of products is now also available in Kenia, Zambia and Uganda. We are convinced that in the near future Podravka’s products will find their place in many households around Africa.”

The African cuisine is based on local ingredients: fruits, grains, vegetables, dairy and meat products, venison, fish from the depths of the oceans that surround the continent of Africa. Vegeta stands out as the best-selling Podravka product across countries of the Middle East and Africa.

Podravka Group is a Croatian multinational food processing company, with branch offices in 24 countries of the world and own products present on more than 60 international markets.