The Argo plant in Izola begins production of soup concentrates from chicken meat.
The Argo plant produces the first chicken pâté as a by-product of soup concentrate poduction. The 100-gram pâté tin was not yet known by its existing name, it was made of white metal and recognised by its lithographed white-green label.
Planning of new packaging of 35 g portions of pâté in aluminium pots. This is the first portion packaging of pâté in Yugoslavia, and the start of turkey pâté production. The majority of the production process is manual.
Raw meat is cleaned and cooked in pressure cookers. After cooling, the meat is deboned by hand and the pâté mix is prepared in a 200-litre cutter. The cutter is simultaenously connected to a reservoir for the production line, which includes a machine for shaping the aluminium pots for 35 g of pâté and filling and sealing of pots.
After cleaning, tins are filled and sealed before being sterlised. The aluminium pots allow us to skip the cleaning stage and go directly to sterilisation. Then, the 100-gram pâté pots are sent for storage quarantine and the 35-gram pots to the thermostatic warehouse. The tins undergo one final quality check before shipping.
Merger of HP Delamaris, HP Droga and Koloniale to form HP DROGA PORTOROŽ. The chicken pâté is named Argeta, which was derived from the name Argo. They start packaging pâté in cartons.
Production declined due to the wars in Slovenia and Croatia. (The Yugoslav market, made up 49% of Droga’s sales, was lost.)
Ružica Radojević, The Director of Marrketing in the 90’s, brought the Argeta brand to the former Yugoslavia. She established contacts with Macedonia, Bosnia and Kosovo. There was no success with Serbia owing to the embargo and other difficulties. At that time there was no advertising, and everything took place through personal communication and agreements.
The first order for Macedonia was for 60 tons of pâté, but due to the outmoded production line and lack of raw materials, they barely fulfilled the order. Also due to the war, distribution went through Hungary, Romania and Bulgaria, bebeig sold across the former Yugoslavia. During the war in the Balkans, pâté was a much sought-after item. It was highly nutritious for soldiers in the field, plus it did not need to be stored in a refrigerator, simplifying storage, transport and consumption. At that time sales of pâté in the Bosnian market were 10 times higher than in Slovenia.
Argeta focuses on expanding its market further into the former Yugoslavia: Macedonia, Bosnia and Herzegovina and Kosovo.
In 1993, when Droga was restructured into six divisions, the decline in production and sales was halted. The export orientation was essential simply in terms of the viability threshold for individual product lines (chicken pâté and soup). They wanted to terminate Argeta.
The company shifts from 35 g to 30 g packages, which were then placed in cardboard and on pallets by robots. Chicken pâté becomes the main export item from Droga Portorož, accounting for over 50% of Droga’s entire exports.
In 1997 a deboning machine was acquired, which improved working conditions and decreased workloads. In that same year, the company becomes ISO 9001-certified..
100-gram pâté portions are repacked in metal pots with a new look. To comply with legislation and ensure the safety of Droga products, a HACCP (Hazard Analysis Critical Control Points) system is implemented. This is a preventive system that identifies, evaluates and measures ingreedients in food products that may pose a risk to human health, to ensure our product is safe to consume. Chicken pâté now accounts for more than 60% of Droga’s entire exports.
For the first time 50-gramme packaging is introduced. Construction begins on a new plant in Izola.
Liver, beef and turkey flavours are added to our lineup. Argeta wins first place for quality at the Sarajevo Agriculture, Food and Beverage Fair. Aregta’s chicken pâté wins a silver medal in the meat product category. We win silver again in 2001.
The entire pâté production is moved to a new plant in Izola. A new design is introduced, along with the first Argeta Junior Ketchup flavor. Argeta achieves a record 64% proportion of income from sales in foreign markets, representing a 25% increase over the year 2000. Argeta also becomes more successful in the domestic market, where it secures a 25% share of the market by quantity and becomes #1 among spreads.
To keep up with demand, Argeta buys new equipment and increases its productoin capacity by 20%. In 2001 Argeta is ISO 14001 certified, due to its efficient system of environmental management, and the responsible consumption of raw materials, energy and water.
Penetration of the biggest Austrian retail chains like Merkur Markt. At the Sial Fair in Paris, one of the biggest food fairs, Argeta Halal is unveiled. The company also launches the prominent campaign with animated bread slices, and the slogan “Argeta – the good side of bread.”
Argeta launches Argeta Light chicken pâté, which contains 40% less fat than the traditional chicken pâté and is rich in nutritional fibre. Argeta Light remains on sale until 2010.
The launch of tuna pâté, signalling entry into the fish spread market. “Argeta – the good side of bread” advertising campaign wins Gold award. The official merger of Droga Portorož and Kolinska to form the joint enterprise Droga Kolinska. The end of the year sees the start of pâté sales in the Russian and Bulgarian markets.
The Argeta brand establishes a presence in retail chains in Germany, Switzerland, Sweden and Spain. A new plant is opened at Hadžići near Sarajevo.
The investment valued at EUR 26 million offers an annual production capacity of 4,500 tons of pâté. It services the market of south-eastern Europe (Bosnia and Herzegovina, Croatia, Serbia and Kosovo), Turkey and the countries of the Middle East. This plant is halal-certified, so all its output is produced in accordance with the practices of the Muslim faith.
Argeta spicy chicken pâté arrives on the market. First sales to China and Romania. In Croatia and Serbia, Argeta is fifth in the pâté segment. The pâté tins acquire a more rounded shape along with new artwork. The drawn depiction of bread and pâté is replaced by images from real family life.
The new look in our packaging was developed by the Publicis, a global advertising agency in collaboration with art director Dušan Grobovšek. The 95-gram round aluminium tins were first used at the new plant in Hadžići, when trial production began at the end of 2006, and began use in Izola in 2007.
Argeta wins a silver Effie prize for the “For people who know what’s good. Spicy! Fresh tuna.” campaign. The magazine Manager declared “Argeta – the good side of bread” the slogan of the decade. Beef pâté production ends, but salmon-flavoured Argeta begins.
2008 was an exceptional year for the Delicatessen Spreads range. Sales increased by 40%.
Argeta is the top pâté brand in Slovenia, Bosnia and Herzegovina, Macedonia and Kosovo, where it is eaten by more than 72% of pâté consumers, and in Slovenia by every second pâté consumer. In Serbia, Austria and Switzerland it holds second place in the market. A new flavour, Tuna Siciliana,launches. Tomato and Mediterranean spices are added to the chicken meat spread, which led to the launch of Argeta Junior Pizza. The prestige line Argeta Exclusive is introduced, aimed at consumers with more refined tastes.
Each year before the December holidays a new pâté flavour is produced in limited quantities. The Argeta Exclusive flavour is developed each year in cooperation with a top restaurant. Since 2009 the following flavours have been rolled out: game pâté, tuna pâté with olives, beef pâté with truffles, beef pâté with asparagus, pâté à la Dvorec Zemono, sea bass with pear and honey, venison pâté with rosemary and à la JB. Of those, the most popular was the beef pâté with truffles; this variety sold out quickly.
Atlantic Grupa acquires Droga Kolinska, headed by chairman of the board Srečko Nakić and CEO Enzo Smrekar. Tins are transformed into smaller packages, now available in 95 g, 45 g and 27 g sizes. Argeta Junior also introduces fish flavours. Super Tuna Junior. Argeta Tuna receives a Superior Taste Award 2010, presented by iTQi, the International Taste & Quality Institute from Brussels, and a Euro Effie prize for effectiveness.
Argeta becomes the first and only Slovenian brand to win the Euro Effie prize. The prestigious European communication effectiveness award, a bronze Euro Effie 2010, was awarded to the overall communication campaign for Argeta Junior, which Droga Kolinska planned in cooperation with its long-term partner, the Publicis agency. The campaign achieved measurable and demonstrable success in four European markets.
Primavera chicken pâté launches.
Diet pâtés are introduced in Serbia and Bosnia. A new Argeta sub-brand is created: Argeta Delight, which contains 30% less fat and salt. It is available in three flavours: chicken, tuna and turkey. Launch of Argeta Snack, an innovative product comprising a 45-gram serving of Argeta pâté and 8 mini-breadsticks.
In 2012 Argeta wins a gold Effie for its Argeta Junior campaign.
Argeta tuna and chicken pâtés receive a Superior Taste Award 2013 for outstanding taste, presented by iTQi, the International Taste & Quality Institute. As part of the “Mother approved” campaign, plant doors are opened to selected mothers.
Argeta offered the most truthful campaign in the region, based on content and stories with active participation of consumers. A total of 18 mothers from 6 markets took a detailed tour of the Argeta plant, and after inspecting the entire process they confirmed the quality of Argeta with their signatures, awarding it the “Mother approved” seal.
Argeta Junior Ketchup flavour rolls out. Argeta Tea Pâté in the Croatian market, made of carefully selected chicken meat and livers without flavour enhancers or preservatives.Argeta Junior Ketchup flavour rolls out. Argeta Tea Pâté in the Croatian market, made of carefully selected chicken meat and livers without flavour enhancers or preservatives.
The “Mother approved” ad campaign wins a silver Euro Effie in the category of broad consumer goods. The Swiss organisation ICERTIAS presents Argeta with a Best Buy Award. Atlantic Grupa wins the title of most effective advertiser of 2014 according to the Effie Effectiveness Index methodology. Droga Kolinska, a member of Atlantic Grupa, receives the Advertiser of the Year 2014 prize, presented by the Slovenian Advertising Chamber.
Argeta becomes market leader in Austria. Argeta’s graphic identity is refreshed.
The brand’s redesign was led by the Gigodesign agency. The packaging and logo are modernized. Did you know? The brand’s redesign was led by the Gigodesign agency. The packaging and logo are modernized.
ITQI presents Argeta with the Superior Taste Award for its liver pâté, Argeta Junior Original and Argeta Tuna Pâté. Argeta is in 5th place on the Valicon scale of strongest brands in Slovenia.
Argeta shifts to a “Free from” formula, meaning that the products are free from preservatives, gluten, colouring and flavour enhancers, shedding all additives. Argeta also becomes market leader in Switzerland. By copyrighting its colour, Argeta in Slovenia becomes part of the exclusive group of brands that the public recognizes merely by its design, colour or pattern, joining popular brands like Milka, Manner, Burberry, Louboutin and Whiskas. Argeta in Slovenia launches a new line of chickpea-based vegetable spreads.
Argeta takes the lead in the Croatian market for the first time and receives the title of the No. 1 meat pâté in Europe. Argeta Junior introduces a series of e-books for kids that support cognitive development in children.