{"id":8818,"date":"2018-09-23T12:24:26","date_gmt":"2018-09-23T12:24:26","guid":{"rendered":"http:\/\/webelixir.rs\/?page_id=8818"},"modified":"2019-02-05T15:46:03","modified_gmt":"2019-02-05T15:46:03","slug":"o-kompaniji","status":"publish","type":"page","link":"https:\/\/iceberg.rs\/en\/o-kompaniji\/","title":{"rendered":"About Us"},"content":{"rendered":"

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Iceberg Salat Centar<\/strong> Company was founded in 1990 in order to provide McDonald\u2019s restaurants with Iceberg lettuce, which had not been grown in Serbia before. Today, Iceberg Salat Centar, apart from the Iceberg lettuce, produces other types of lettuces as well as other exclusive vegetable sorts, and delivers the produce to McDonald’s and a large number of reputable restaurants and supermarkets in Belgrade and Novi Sad.<\/span><\/p>\n

Iceberg Salat Centar products can be found in Maxi, Tempo, Idea, Mercator, Roda, Super Vero, Metro, Univerexport, Aroma, DIS and other retail stores, both as fresh produce (whole lettuces) and processed as well.<\/span>[\/vc_column_text][\/vc_column][vc_column width=”1\/2″][vc_column_text css_animation=”fadeInRight”]<\/p>\n

Processes products are the ones which have been cleaned, cut in pieces and packed in plastic bags or boxes. The best known products in this segment are: Iceberg 100%, Mediteranea, Arugula (rocket), Spinach, Baby Spinach, Baby Mix, Carrots, Cabbage, Cherry tomatoes…<\/span><\/p>\n

In addition to producing salads and vegetables, Iceberg Salat Center manufactures greenhouses for both personal use and clients on the market. Such greenhouses can be standard, intended for harvesting fruits and vegetables, or custom-made to serve as a warehouse.<\/span><\/p>\n

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1990<\/h2>\n

Serbian people, under the lettuce salads includs only the salads\u00a0that are\u00a0grown in early spring and which they eat only when they get bored of eating sauerkraut, pickles, chutney,\u00a0radish, onions, spinach…<\/em>[\/vc_column_text]

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\n\t\t[vc_column_text css_animation=”none”]Serbian people, under the lettuce salads includs only the salads\u00a0that are\u00a0grown in early spring and which they eat only when they get bored of eating sauerkraut, pickles, chutney,\u00a0radish, onions, spinach\u00a0and other winter salads and vegetables.<\/em><\/p>\n

With the first occurrence of tomatoes, cucumbers and peppers mostly from greenhouses, lettuce sales was\u00a0rapidly 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.<\/em><\/p>\n

Predrag Peca Popovi\u0107, founder<\/em><\/p>\n

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1992<\/h2>\n

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.<\/em>…[\/vc_column_text]

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\n\t\t[vc_column_text]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.<\/em><\/p>\n

I did not manage to sell 3%, because nobody knew what it was. People asked ,,is that a cabbage?\u2019\u2019 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.<\/em><\/p>\n

Predrag Peca Popovi\u0107, founder<\/em><\/p>\n

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1995<\/h2>\n

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<\/em>….[\/vc_column_text]

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\n\t\t[vc_column_text]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\u00a0order today, and next day, early in the morning salads are\u00a0cut, washed, packed and brought to market the same morning.<\/em><\/p>\n

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.<\/em><\/p>\n

Predrag Peca Popovi\u0107, founder<\/em><\/p>\n

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2000<\/h2>\n

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<\/em>….[\/vc_column_text]

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\n\t\t[vc_column_text]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.<\/em><\/p>\n

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\u00a0started to buy more packed and fresh salad program at large supermarkets, simply because they didn\u2019t have time to go to the market. Therefore, salads began to sales in all\u00a0seasons during the year which required constant production of fresh and packaged goods.<\/em><\/p>\n

Predrag Peca Popovi\u0107, founder<\/em><\/p>\n

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2007<\/h2>\n

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<\/em>…[\/vc_column_text]

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\n\t\t[vc_column_text]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.\u00a0Mediteranea mix found it\u2019s way to number one mix, and it was followed with success by Toscana salad mix, 100% Iceberg mix, salad\u00a0on which our company was named, as well as Baby mix, Baby spinach, Arugula, Cabbage salad and Cherry tomatoes few months later.<\/em><\/p>\n

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.<\/em><\/p>\n

Predrag Peca Popovi\u0107, founder<\/em><\/p>\n

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2016<\/h2>\n

Iceberg Salat Centar established itself as an innovator on\u00a0the market. Following the leading world trends, company\u00a0has\u00a0introduced the latest technology, expand the range of their\u00a0products and encouraged customers to try new things…[\/vc_column_text]

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\n\t
\n\t\t[vc_column_text]Iceberg Salat Centar established itself as an innovator on\u00a0the market. Following the leading world trends, company\u00a0has\u00a0introduced the latest technology, expand the range of their\u00a0products 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.<\/p>\n

Salad meals are healthy and ready to\u00a0use. The product has the finest, carefully selected ingredients and fresh salads. Salad meal is ideal for every meal during the day.[\/vc_column_text]\t<\/div>\n<\/div><\/div>[\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row css=”.vc_custom_1537727443223{background-color: #f0efef !important;}”][vc_column][vc_widget_sidebar sidebar_id=”footer-top-top”][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"

[vc_row row_content_width=”grid” css=”.vc_custom_1537726109965{padding-top: 50px !important;padding-bottom: 100px !important;}”][vc_column width=”1\/2″][vc_column_text css_animation=”fadeInLeft”] Iceberg Salat Centar Company was founded […]<\/p>\n","protected":false},"author":1,"featured_media":8835,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"full-width.php","meta":[],"_links":{"self":[{"href":"https:\/\/iceberg.rs\/en\/wp-json\/wp\/v2\/pages\/8818"}],"collection":[{"href":"https:\/\/iceberg.rs\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/iceberg.rs\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/iceberg.rs\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/iceberg.rs\/en\/wp-json\/wp\/v2\/comments?post=8818"}],"version-history":[{"count":51,"href":"https:\/\/iceberg.rs\/en\/wp-json\/wp\/v2\/pages\/8818\/revisions"}],"predecessor-version":[{"id":9808,"href":"https:\/\/iceberg.rs\/en\/wp-json\/wp\/v2\/pages\/8818\/revisions\/9808"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/iceberg.rs\/en\/wp-json\/wp\/v2\/media\/8835"}],"wp:attachment":[{"href":"https:\/\/iceberg.rs\/en\/wp-json\/wp\/v2\/media?parent=8818"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}