Zagrebački velesajam

A New Energy for Croatian Agriculture

The 15th Food and Healthy Living Fairs will see the first presentation of AGRO Generation - a new project by Zagreb Fair and the Ministry of Demography and Immigration of the Republic of Croatia that focuses on young Croatian farmers, their products, entrepreneurial stories and vision for the future of local agriculture.

Over four days, visitors will have the opportunity to meet a new generation of Croatian producers, taste their products, talk to them and discover the stories behind local brands.

AGRO Generation integrates exhibition, promotion and business networking, connecting producers, buyers, distributors, the HoReCa sector and industry experts in one place. The concept is designed to create new business opportunities for young producers, increase their market visibility and enable the exchange of knowledge and experience.

A Partnership for the Future of Croatian Agriculture

The project is implemented in partnership with the Ministry of Demography and Immigration of the Republic of Croatia to promote young farmers, support the sustainable development of rural communities and strengthen local production. At the same time, it demonstrates that Croatia's rural areas are not only rooted in tradition, but are also spaces of entrepreneurship, innovation and a high quality of life.

Young Producers in the Spotlight

As part of AGRO Generation, 20 selected young farmers from across Croatia will be featured. Their family farms combine tradition, modern technology and innovative business models to create products that meet the growing demand for high-quality food of known origin.

AGRO Generation HUB

Located at the center of the exhibition space, there will be the AGRO Generation HUB, a modern, purpose-designed zone with unified exhibition stands and a central stage that will host product presentations, tastings, business meetings and professional programme throughout the fair.

Storytelling & Tasting

Each producer will have a 20-minute presentation, moderated by a professional host, to showcase the development of their family farms - from the first steps to the creation of a recognisable product and brand. The presentation will be combined with a guided tasting, giving visitors the opportunity to discover the producer’s story while tasting their products.

Agro-B2B Speed Dating

Organized business meetings will connect producers with representatives of wholesale, retail, restaurants, hotels and the HoReCa sector. The goal is to open new sales channels, establish valuable business contacts and encourage long-term cooperation.

Brand Development Consultations

Participants will have access to individual consultations with branding and marketing communication experts. Through an analysis of packaging, visual identity and market positioning, they will receive concrete guidelines for strengthening the recognition of their products.
 

Why Is AGRO Generation Important?

AGRO Generation offers young producers:

• a platform to showcase their products to a wide audience
• greater market and media visibility
• direct contact with customers and business partners
• B2B meetings with representatives of the trade and HoReCa sectors
• expert support in product and brand development
• experience sharing and networking with other producers.

it provides visitors with a unique experience of discovering a new generation of Croatian farmers, hear their stories and taste products created across Croatia.

AGRO Generation is a meeting point for ideas, knowledge and business opportunities, as well as a new hub connecting all participants in the Croatian food supply chain - from producers to consumers.