Agrivi: Digitisation of Croatian Agriculture is Competitiveness Trigger

Lauren Simmonds

Copyright Romulic and Stojcic
Copyright Romulic and Stojcic

Copyright Romulic and Stojcic

As Poslovni Dnevnik/Lucija Spiljak writes on the 13th of October, 2020, Matija Zulj, the director of the Croatian agro-technological company Agrivi, which has developed one of the most successful applications for agricultural production management, recently presented his innovation in business and stressed the importance of the digitisation of Croatian agriculture, its production and the increase of food safety.

Agrivi, whose software in the agtech industry is today among the top 10 solutions in the world and the top three in all of Europe, cooperates with more than 500 clients across Croatia, and Zulj revealed that they also successfully cooperate with the Ministry of Agriculture, which educates on digitalisation.

“On their part, there’s great interest in the benefits that digitalisation can bring to Croatian agriculture and as such to the entire economy. The benefits are abundant because investing in digitisation pays off quickly; by implementing the solution alone, earnings grow by 50 and 100 percent, thus ensuring the necessary investments.

It gives consumers a detailed insight into production, allows room for greater and better choice and increases food safety. The digitisation of agriculture can be a solution to significantly increase the competitiveness of domestic agriculture and the Ministry of Agriculture has an understanding of this,” said Agrivi’s Marija Zulj, who believes that Croatia should use part of the available 22 billion euros of European Union funds for the digitalisation of agriculture, which has proven to be important across the world.

Agrivi’s boss also announced that his company has implemented a solution for the traceability of food production with a company in Dubai – a QR code allows a user to obtain all of the necessary information about a product. As Zulj explained, this solution is already showing great market potential and represents a revolution in the food industry.

“The consumer gets the opportunity to get key data on the origin, cultivation and nutritional composition of the product by scanning the code, and the manufacturer gets to achieve premium quality and thus higher prices,” explained Zulj, adding that they’re ready to implement this solution anywhere in the world, and it would be possible to do that here in Croatia as well.

Agrivi’s software is otherwise the most complete solution that, in addition to being easy to use, is also localised in fifteen languages, and is used by farmers of all sizes, food companies, agro-banks and other stakeholders in the agricultural and food industry. Users can get all the information about each stage of production, production plan and timely implementation of agro-technical measures in a mere few clicks.

They work with global leaders such as Driscoll’s, the world’s largest berry producer, then Nestle, which uses Agrivi software to ensure fruit quality for its baby food factories, and Helvetas, which ensures rice traceability for more than 4,000 small farmers in Asia.

The consulting company Ernst & Young recommended Agrivi’s solution as an ideal project that could have a positive impact on agriculture and the entire economy in Croatia in just two years.

Agrivi is celebrating seven years of business this year, coming from humble beginnings as a startup and growing into a technology company, globally established and present in more than 100 countries, with offices in Zagreb, Warsaw, Bucharest and London, with the aim of expanding into the European and American markets where they have a strong customer base and where additional sales offices are expected to open.

They currently have 40 employees and in the last two months they have hired eight new ones in spite of the ongoing pandemic, and at this moment in time, three more positions have been opened. Recently, Agrivi and Agroklub signed an agreement and became strategic partners, thus further positioning themselves as key leaders in digitalisation in agriculture in the Adriatic region.

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