SMID

In 2001, the Strancarić family orchard in Čučerje near Zagreb yielded a crop like never before. Mirjana Strancarić, a food technology engineer and an entrepreneur at heart, wondered what to do with so many apples. She decided to make vinegar and share it with friends and family. The vinegar won over everyone who tried it, and inquiries soon started coming in about whether and where it could be bought. Together with her husband Ivan, she created the first label design and named the brand SMID, after the initial letter of their surname and the initials of their first names, including their then seven-year-old daughter Dora. This is the story of SMID and the Strancarić family. The enterprising Mirjana began creating new products from fruit and vegetables grown on their estate, while Ivan – the backbone and support needed to turn visions into reality – turned her ideas into recipes. Guided by their core principle – natural products without additives – over time the Strancarić family also launched a line of ORGANIC PRODUCTS. Today, alongside established and favourite products such as Hrenada, Chutny, Namaz od luka and jams, they offer organic chickpea hummuses, courgette and collard green pesto, and mustards in two flavours.

For over 20 years, SMID has been synonymous with excellence and products free from additives, preservatives and colourings. SMID is a brand of tradition, a brand of the present and a brand for the future because the new generation – the "D" in SMID → DORA – is coming up and learning, ready to continue down the path of authenticity left as a legacy by her parents.