About Us

Serbian people, under the lettuce salads includs only the salads that are grown in early spring and which they eat only when they get bored of eating sauerkraut, pickles, chutney, radish, onions, spinach and other winter salads and vegetables.

With the first occurrence of tomatoes, cucumbers and peppers mostly from greenhouses, lettuce sales was rapidly falling. In the fall, lettuce was on the menu again but very little, only like a decoration with a roast meat when the feast and wedding season starts. With McDonald’s arrival we learned about Iceberg lettuce, lettuce that was unknown for everybody in Serbia except to those people who were abroad.

Predrag Peca Popović, founder

When Serbia was under the “unprovoked and unjusted sanctions” in 1992. the sales at McDonald’s was failing sharply because people were buying only basic groceries. I had a large amount of Iceberg lettuce ready for them, and I did not know what to do with that amount. So, I went on the market to try to sell it.

I did not manage to sell 3%, because nobody knew what it was. People asked ,,is that a cabbage?’’ and similar questions, but no one would buy. Later I started to grow, in small amounts, red and green lettuce Lollo Rosso type, Lollo Bionda, Iceberg, red and green Oak leaf, and I sold them to the big retail market Maxi Belgrade.

Predrag Peca Popović, founder

Postharvest fresh salad has a very short lifespan, does not tolerate long transport and must be placed on the market day to day. That was our great advantage, because during the autumn, the winter and part of spring, we produce salads that are order today, and next day, early in the morning salads are cut, washed, packed and brought to market the same morning.

The salad we produce in our greenhouses, which are placed at over 2 hectares of land, are grown on black film for disposable to prevent overgrowth of grass. While in the open field lettuce is hand-hoe. That is the hardest and most expensive way of farming.

Predrag Peca Popović, founder

Bigger sales of various salads, began with the first arrival of Veropulos retail and especially when the slovenian Mercator came to Serbia. They first had, as part of the supermarket, fresh vegetables market place. They outlined our salads which were very atractive, listed in the rows of green and red lettuce and thereby they attracted customers.

Customers slowly started to get used to these salads, so as they get used later on to the washed and packed salads. With the increasing number of people who started to work late at night, people started to buy more packed and fresh salad program at large supermarkets, simply because they didn’t have time to go to the market. Therefore, salads began to sales in all seasons during the year which required constant production of fresh and packaged goods.

Predrag Peca Popović, founder

The first sale of salad mixes was something completely new in the Serbian market, something that was not seen before, at least not in serbian retail stores. It was an innovation step for Iceberg Salat Centar and for the market itself. Mediteranea mix found it’s way to number one mix, and it was followed with success by Toscana salad mix, 100% Iceberg mix, salad on which our company was named, as well as Baby mix, Baby spinach, Arugula, Cabbage salad and Cherry tomatoes few months later.

The consumer has finally found a solution to the problem of fast lifestyle and a healthy diet. All they needed to satisfy nutritional needs in a form of vegetables, they were able to find in one place – on the shelves with Iceberg Salat Center products.

Predrag Peca Popović, founder

Iceberg Salat Centar established itself as an innovator on the market. Following the leading world trends, company has introduced the latest technology, expand the range of their products and encouraged customers to try new things. In order to make everyday life easier for their costumers, ISC decided to launch salad meals – Healthy&Ready.

Salad meals are healthy and ready to use. The product has the finest, carefully selected ingredients and fresh salads. Salad meal is ideal for every meal during the day.