Croatian Agrokor enters Serbia by means of Big Brother and C Market

Factory of spring and mineral water Jamnica, which is a part of Croatian company Agrokor whose owner is Ivica Todorić, will enter Serbian water market by means of the new TV show Big Brother, of which broadcasting starts this spring on Television B 92. The advertisement for the most famous trademark among Agrokor’s waters, Jana, has recently appeared on several TV stations in Serbia, as well as in the newspapers. According to the Agrokor’s advertisement, Jana is one of the sponsors of American reality show Big Brother, which means that 12 chosen participants in this world-known program will drink this water, which won in the competition with the waters present on the market of Serbia, during 100 days of shooting. Some of the waters from the offer of Zagreb-based Jamnica appeared in Belgrade, before the New Year, in supermarkets of C Market, which is the best proof that the owners of the biggest market chains in Serbia and Croatia meet, talk and arrange joint businesses, which is again the most illustrative denial of speculations present in both countries that they are in conflict. Thus, the announced joining of forces of the biggest market chains in Serbia, Croatia and Slovenia - Delta, Agrokor (who owns the biggest trade center Konzum) and Mercator will be complete, i.e. Todorić will not be missing.

Agrokor’s factory Jamnica has the biggest share in the water market in Croatia, over 40%, and the company also became the owner of the water factory Fonjadi near Budapest two years ago. It was also mentioned before as the potential buyer of the factories in Serbia, but this story stopped after the sale of Knjaz Miloš. Jamnica also has the biggest share on the market of mineral and spring waters in BiH thanks to the strategic move of Todorić who bought the biggest Bosnian water factory Sarajevski Kiseljak in 2000. By the way, Jamnica was torn down in the war at the beginning of the 1990’s, but Todorić bought its remnants for small money in order to make one of the most modern water bottling factories in the region with annual production of 260 million liters of water.