At Grashka, our mission to build a regenerative food economy depends on people who share our passion for quality, sustainability, and meaningful innovation. We’re excited to welcome our new Head of Sales, whose journey spans industries, continents, and some remarkable achievements — from transforming pricing strategies at Europcar to integrating Chipolo with Apple’s Find My network. In this conversation, we explore his experiences, what drew him to Grashka’s mission, and his vision for bringing our nutrient-dense, organic, and locally sourced products to every corner of Europe — and beyond.
Enjoy the interview.
1. Can you share some of your past experiences and achievements that shaped your journey so far?
During my time at Europcar, I transformed the company's pricing strategy from a static, once-monthly update system to a dynamic and flexible approach. This innovation allowed for real-time or frequent price adjustments, significantly improving the organization's responsiveness to market changes and competitive dynamics.I worked at Sonneveld from 2012 to 2014. They make various bread solutions, pastry and release agents. And interestingly, I learned this year that our production partner Pecjak, is a client of Sonneveld. During my Sonneveld experience I emigrated to Slovenia.
When I moved to Slovenia I started working for Chipolo. Here I successfully negotiated and established key strategic partnerships. Most notably, I secured the integration of Chipolo with Apple's Find My network, which was a significant achievement. Additionally, I initiated preliminary contacts for a potential collaboration with Google, laying the groundwork for future opportunities.After that I had my own company in the electronics manufacturing sector, I managed production across various Asian countries and established a supply chain for clients selling products in the United States. I'm incredibly grateful for the people I've got to work with, they were amazing!
2. What inspired you to join Grashka, and what makes you believe in our mission?
To help building the regenerative food economy. No one has the mission laid out so clear and the values pairing with it is incredibly strong. I like it that 99% is sourced within 1000KM, I like the fact that all the food produced by grashka is nutrient dense, the food is tasty, and the food is convenient. Mix these things together and you have a product that no one has while being good for our planet. I don't think I know a stronger positioning than this. All products from Grashka are offered in Organic, and of course certified. We visit the farmers and do our own research for suppliers. We only work with quality.
3. How were your first impressions at the start of our collaboration - at Anuga, with the team, and in the working environment?
The team is amazing, everyone is hands on! Anuga was incredibly valuable due to the many new contacts we have made. Just the presence on Anuga tells something about your company and its achievements. Then presenting the products and hearing the feedback live, where literally no one was negative, I knew we are in a good working environment. I have rarely experienced that I come back from a fair, and the clients I promised to reach out to, already reached out to us. That also says something about the products and our mission.
4. Looking ahead, what are your plans and ambitions for the future? What’s your big vision?
A many heard feedback on Anuga was 'Where can we buy your products'? And for many markets we still have to disappoint. My big vision is to make it available in every country in Europe, and in the long run trying to create these regenerative chains overseas. Of course, it is important to build local chains to keep the vision as is, which poses an extremely cool challenge.