Presented at Litterarii Winery, the new initiative will strengthen Zagreb County's gastronomic offer through professional training, expert gatherings and closer cooperation among local stakeholders.
A new joint project of the Zagreb County Tourist Board and JRE-Croatia (Jeunes Restaurateurs Croatia), dedicated to developing and promoting the destination's gastronomic excellence, was officially presented at Litterarii Winery.
The launch event brought together representatives of the media, restaurateurs, winemakers, local producers and other stakeholders from the tourism and hospitality sectors. Guests were introduced to the project's vision, planned activities and the expert team responsible for its implementation.
Designed as a platform for knowledge sharing, professional exchange and stronger collaboration, the project aims to connect restaurants, wineries and local producers while further enhancing the quality of Zagreb County's gastronomy. Through a series of educational programmes, expert workshops and practical activities, particular emphasis will be placed on service excellence, food and wine development, the use of locally sourced ingredients and the creation of authentic visitor experiences that will further strengthen Zagreb County's reputation as a leading gastronomic destination.
The project's expert team includes renowned chefs Bernard Korak and Tibor Valinčić, sommeliers Dinko Lozica and Branimir Vukšić, Lucija Bilandžić Matić, Country Manager of JRE-Croatia, and Ivana Alilović, Director of the Zagreb County Tourist Board.
"The From Soil to Signature project is a continuation of our long-term vision of positioning Zagreb County as the leading wine and gastronomy destination of continental Croatia. Over the past six years, we have systematically invested in developing our gastronomic offer and strengthening the destination's international profile through leading gastronomic guides, quality certifications and strategic partnerships. The results of this continuous work are becoming increasingly visible both nationally and internationally.
Equally important is our investment in the people who shape the destination. By connecting local producers, winemakers, chefs, restaurateurs and tourism professionals through education and collaboration, we are building a shared vision for the future. It is this cooperation that creates authenticity, raises quality standards and adds value to every experience we offer our visitors.
Our partnership with JRE-Croatia is therefore a natural next step. We firmly believe that knowledge, the exchange of expertise and strong collaboration—supported by outstanding local food and wines—are the foundations of a distinctive destination identity and the key to positioning Zagreb County among the leading wine and gastronomy destinations of continental Croatia," said Ivana Alilović, Director of the Zagreb County Tourist Board.
Representatives of JRE-Croatia added: "Gastronomic excellence is not created solely in the kitchen. It begins with outstanding ingredients, exceptional wines, professional service, genuine hospitality, knowledgeable teams and close cooperation with the local community. That is why we see this project as an opportunity to transfer the expertise and experience of JRE-Croatia members into practical knowledge that can support hospitality professionals across Zagreb County in their everyday work. Our shared goal is to raise quality standards while preserving the authenticity of every place, producer and host who contributes to the destination's unique gastronomic story."
The partnership with JRE-Croatia brings to the project the expertise of an internationally recognised association that brings together outstanding chefs and restaurants committed to quality, local identity, seasonality and a responsible approach to gastronomy. Through this initiative, their knowledge will be adapted to the needs and potential of Zagreb County's hospitality sector.
The launch event also provided the first opportunity for project participants to connect and exchange ideas. Guests enjoyed wines from Litterarii Winery accompanied by signature bites prepared by JRE-Croatia chefs, offering a preview of the educational programmes and networking events that will continue to bring together gastronomy, winemaking, local production and tourism.
One of the project's highlights will be Talent & Passion, JRE-Croatia's traditional annual event, allowing a wider audience to discover the people, products and ideas shaping contemporary gastronomy. Another important element of the project will be an individual mentoring programme for one selected restaurant from Zagreb County.
The project is financed through the Fund for Underdeveloped Tourism Areas and Continental Tourism, based on a decision of the Croatian National Tourist Board Tourist Council, following the recommendation of a committee comprising representatives of the Croatian National Tourist Board, the Ministry of Tourism and Sports of the Republic of Croatia, and members of the Croatian National Tourist Board Tourist Council.
About JRE-Croatia
In 2026, JRE-Croatia brings together 17 members and forms part of JRE–Jeunes Restaurateurs. This international association has spent more than 50 years connecting young chefs, restaurateurs and hoteliers dedicated to culinary excellence, knowledge exchange and the advancement of contemporary gastronomy. Today, the international network includes more than 400 restaurants and 160 hotels across 17 countries. It places a strong emphasis on the quality and origin of ingredients, the preservation of local identity and terroir, sustainability, innovation and the creation of authentic guest experiences. Through collaborative projects, educational programmes, guest chef events and international initiatives, JRE members exchange expertise, collaborate closely with winemakers and local producers, and actively contribute to strengthening the global reputation of Croatian gastronomy.
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