Local food, local producers and short supply chains: the direction of development of Zagreb County

Where do the tomatoes we put in our salads, the cheese we serve for breakfast, or the wine we open with dinner come from? Who produces them and how many kilometers have they traveled before they end up on our table?

These are questions we are increasingly asking ourselves when choosing what to eat, but also where to travel. Because gastronomy is no longer just a question of a good plate. We want to know the story behind it, meet the people who produce the food, see the vineyard from which the wine comes, and find places where the term "local" is not just a desirable word on the menu.

And the answer, at least when it comes to Zagreb, is surprisingly close.

Just a few kilometers from the city, the green ring of Zagreb begins, where vineyards, fields, forests, orchards and family farms alternate. It is here that Zagreb County Tourist Board recently raised an interesting question: How far is "local" really?

The answer is simple: sometimes just a few kilometers.

The city is within reach, but life with the land is still an everyday occurrence

"Where do they come from? Who is behind them? Under what conditions did they arise?" are the questions that Zagreb County Tourist Board draws attention to the value of the products we choose every day.

In Zagreb County, this path from land to table can still be literally followed. Not far from the metropolis are vineyards, fields, forests and numerous family farms, and it is precisely this combination of traditional knowledge and modern production that is becoming an increasingly important part of the tourist identity of the Zagreb Green Ring.

The proximity to Zagreb creates an interesting contrast. On one side is a city of millions, and just a few kilometers away is a landscape where the seasons still determine the rhythm of life and production.

And therein perhaps lies the greatest value of this destination.

Local is not just a trend, but part of the destination experience

The modern traveler is less and less interested in being just an observer. Authenticity, local products, hosts, and preserved landscapes are becoming an important part of deciding where to travel.

This is also recognized by the tourism strategy of the Zagreb County. In it exactly "local feelo", authenticity and a green environment stand out among the important motives of visitors to rural areas, while the use of local food, the possibility of purchasing local products, and connections with family farms are listed among the important elements of developing the offer. 

What was a completely normal way of life for decades is now becoming one of the greatest values ​​of a destination. Because the guest no longer just wants to taste cheese. He wants to know where it came from. He doesn't just want a glass of wine, but the vineyard, the cellar and the story of the family that produces it.

From Plešivica to the Zelina vineyards, the wine here speaks of the space

Wine is perhaps the best example of how closely connected the product and the place where it is made are.

Zagreb County has a developed wine story, from Plešivica to Sveti Ivan Zelina, and wine roads are recognized as one of the county's important tourist products. A special place belongs to Kraljevina, an indigenous variety of the Zelina region. 

But the story doesn't end in the wine cellar. Along with wine comes local gastronomy, products from family farms, restaurants, picnic areas and hosts, which is why a weekend trip can easily become a journey through the flavors of the entire region. Eno-gastronomy is one of the important tourist products of Zagreb County, especially interesting due to the proximity of the large Zagreb market and the tradition of excursion arrivals.

From field to fork, the journey can be surprisingly short.

In a time when groceries often travel hundreds or thousands of kilometers before reaching the customer, short supply chains they take on a whole new meaning.

When a restaurant collaborates with a neighboring producer or a guest buys a product directly from the farm, the money stays in the local community, while at the same time preserving the knowledge, recipes, and production associated with a particular area.

In recent years, Zagreb County has increasingly linked this story to tourism. In its projects, it highlights local producers and sustainable food, and the inclusion of short supply chains is part of a broader direction for sustainable development of the destination. 

In 2025, the Zagreb County Tourist Board became the first tourist board in Croatia to sign the Glasgow Declaration on Climate Action in Tourism, thereby committing to specific activities related to reducing the carbon footprint, preserving natural resources, and involving the local community in the green transition of tourism. 

Maybe this is the new luxury of travel.

Not every interesting trip has to start with a plane ticket. Sometimes it's enough to get out of the city and head towards green ring that surrounds it. Where you can see the vineyard from which the wine you drink comes, meet the producer whose product is on your plate, or simply sit at a table behind which there is a concrete story.

Zagreb County has one of its greatest advantages precisely in this proximity. The city is within easy reach, but life connected to the land is still an everyday occurrence.

So maybe next time before asking what we're going to eat, it's worth asking one more question: Where does that come from?

From the perspective of destination development, models like these show that gastronomy is no longer just part of the tourist offer, but a tool for creating added value to the local economy. Connecting agriculture, tourism and short supply chains increases the authenticity of the experience, strengthens the resilience of local producers, and keeps most of the tourist spending within the destination.

In a time when travelers are increasingly seeking experiences with a clear sense of place, the competitive advantage will not only be in the fact that a destination has a quality product, but also in how well it manages to connect it with the people, the space, and the story behind it.

Photo: Facebook Zagreb County Tourist Board