Argeta and partners presented Croatian bread

Argeta is proudly announcing the commencement of a special partnership with Konzum and Mlinar that celebrates the rich tradition of Croatian baking, but also emphasizes the significance of preserving local seeds and supporting the local economy. The crown of this collaboration is "Croatian bread" - a symbol of a joint promise of support for institutions and initiatives that work on the protection and preservation of local seeds for future generations.

The good side of bread

By connecting Argeta's long-standing slogan "The good side of bread" and the rich tradition of bread making in Croatia, in collaboration with Konzum and Mlinar, an initiative has been launched that goes beyond an ordinary bakery product, and its goal is to preserve local seeds as a cultural heritage and one of the key local resources. In collaboration with renowned ethnologist, Jelena Ivanišević, PhD, a bread symbolizing local origins has been created, made from white wheat flour, rye flour, steamed corn flour and sourdough of our own production. Selected grains from Croatian farmers are ground in Croatian mills, mixed and baked in the Mlinar bakery, and the bread baked in this way is available exclusively in Konzum stores.

Why is seed conservation important?

Seeds and plants adapted to specific climatic conditions and environments represent a key stock of genetic diversity that can help farmers maintain stable food production. By protecting and conserving local seeds, we are preserving biodiversity and food diversity. It is with this very aspiration that an important first step was taken towards preserving local Croatian seeds in the World Seed Bank in Svalbard.

Deep in the Arctic Circle, buried in the heart of mountains and permafrost, the World Seed Bank Svalbard preserves more than a million copies of the most precious plant seeds collected from around the world. By storing seeds and supporting further research by the "Institute of Ethnology and Folklore", Argeta and its partners ensure that these shelves will one day help us preserve our selected domestic seeds for future generations.

Be a part of the story – join the seed conservation initiative

You too can be a part of this story. Along with your favorite Argeta, enjoy Hrvatski Kruh, available exclusively in Konzum stores. Discover more about this initiative and learn the story of Hrvatski Kruh at hrvatskikruh.argeta.com.