HRIB

HRIB

A TASTY SLOVENIAN TREAT

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HRIB

I

PROFILE

A tasty

H

rib is a family-friendly business that produces innovative nuts and dry fruit snacks.

“Our story began in 1991 with an initial focus on supplying products to Slovenian customers by distributing to food service channels and retail outlets,” stated company ⌵ ⌵ ⌵ CEO Milos Gacesa.

In 2000, the company built its manufac⌵ turing plant and created its Odlicno brand, which has rapidly become a market leader

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The Slovenian company Hrib, a business managed by two families for two generations, proves that snacking can be healthy. Natural ingredients, the latest technology, employees’ utmost dedication to their craft and a lot of hard work are what have driven the company to succeed in global markets. Romana Moares reports.

in Slovenia, and still holds that position today. In 2007, the company decided to face the challenge of tough European competition in the private label sector and ventured into private label production, exporting its products to new markets. Since then, expansion into export markets has continued.

The company today supplies most EU countries and has started offering Tasty, its premium product line, in the US market, in

partnership with European Imports Inc (a Sysco subsidiary) – a global leader in the marketing, selling, and distribution of food and beverage products in both the service industry and retail markets across the United States.

What is behind the success of this pro⌵ ⌵ ⌵ gressive Slovenian business? Milos Gacesa

answered: “We place great emphasis on research and development and are in a continuous search for new flavour profiles and technologies. Also, we are quick to apply global trends. We were the first in Europe to pack nut snacks in an innovative barrier non-plastic paper packaging, and are conducting tests with compostable and biodegradable packaging.”

He added that sustainability is ingrained in the company’s philosophy. “We are aware that nature is our main supplier, and we act accordingly. We try to ensure that the entire production process leaves a minimal environ-

mental footprint and is highly sustainable.

By using solar energy, repurposing the heat from the driers, with more than 95% of the packaging recyclable, and recycling all of our waste, we aspire to being fully sustainable.”

Different from the rest Hrib offers an extensive range of products: customers can choose from classic conventional or organic natural nuts, dry fruit, seeds, pulses, legumes and mixes thereof, or opt for more elaborate snacks that are made in the company’s nut roastery, equipped for ⌵ ⌵ roasting with hot air or with oil. Mr Gacesa

confirmed palm oil has been completely eliminated from production, and only high oleic sunflower oil is used for roasting.

Speaking about the product range, he said the company is particularly proud of its premium snacks line boasting three key differentiations.

“We use real ingredients – not flavour infused oils or salts or powders. We cater from the Mediterranean pool – we are using real Italian truffles and real Italian olives, real French cheese, real seeds, real herbs and spices. Making authentic flavour profiles is very important for us.

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HRIB

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PROFILE

“We also use visible ingredients.

We coat the nuts with real pieces of different ingredients that are significantly bigger than those used by our competitors.

You can see and smell this immediately when you open the bag. We do not only have an authentic taste, but also a rustic look.

“Last but not least, our ingredients stick firmly – we have developed an advanced process that allows for a perfect coating of the nuts. Ingredients stick and don’t fall off in the packaging! The production process requires partial handcraft and a trained, well-coordinated team.”

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Going with the trend This quality, a key ingredient of Hrib’s growth, would not have been achieved without first-class suppliers.

“We are very selective when it comes to our suppliers and they need to align with our high quality standards,” said Mr ⌵ ⌵ Gacesa. “We make sure that we know their production processes and we aim to build long-lasting relationships. We have been collaborating with some suppliers for more than 20 years.

“We always look for suppliers who share our core values, who are socially responsible and can help us grow our business on

multiple levels. That goes for raw material suppliers as well as packaging materials suppliers,” he explained.

Speaking about market developments, ⌵ ⌵ Mr Gacesa acknowledged that demand for flavoured, seasoned and coated nut snacks is clearly increasing.

“Considering the growing vegetarian population, there is an ever-evolving health consciousness and environmental awareness. Hrib focuses on this market as one seeking a viable alternative for traditional sources of protein.

“Consumers demand real, natural ingredients with complete transparency

of what goes into the product, where the product was made, by whom, and how. Transparency has been recognised as the number one global trend. It’s important to us that our products meet these customer criteria.”

For the modern consumer ⌵ ⌵

According to Mr Gacesa, the company sees the greatest opportunity in creating unique products catering to diverse consumer preferences and lifestyles.

“We are continuously experimenting with new flavour combinations and textures. This is needed also as we strive to find the right flavour profiles and adjust

them for specific markets, as each has slightly different preferences.

“Overall, consumers’ food choices are no longer driven solely by health considerations, but also by their concerns over the environment and the sustainability of food production and we are already working with that in mind. Our strategy is focused on the research and development of products with higher added value.”

In line with this strategy, the company is adapting to the growing popularity of healthier snacking by developing interesting mixes that are enjoyable, exciting, and different. In November 2021, Hrib launched a high-protein trail mix with

protein-enriched cashews that are coated with pea protein powder and ⌵ ⌵ hemp seeds, revealed Mr Gac esa, adding that for the winter holiday season, the company offered a festive trail mix with caramel and sea salt almonds and macadamia nuts.

To keep up with this increasing demand, capacity expansion is on the company’s cur⌵ ⌵ rent agenda. However, Mr Gacesa admitted that the aim is not to compete with market giants but to offer something different.

He concluded: “We want to add something exquisite – and to lead in the emerging/growing market niche of flavoured and coated nuts.” n

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