Years ago, a group of friends and families began to think about the impact of chemicals in food and detergents on human health as there were very few natural products on the market that could be reliably used in everyday life at the time. The amount of plastic packaging accumulating in nature was becoming increasingly worrying as single-use plastic could be found everywhere. After much thought on how to contribute to a healthier lifestyle and a cleaner environment, on May 9, 2019, the first zero-waste store, Zelena Japka, opened its doors in Styria.
The name of the store was chosen with special care. The green color symbolizes nature and natural products, while “Japka” is the Styrian word for apple, which has always represented a source of health and abundance. Zelena Japka therefore combines the meaning of naturalness, freshness, and health, which they wanted to convey through their products.
From day one, they were very selective in their choice of products. The common belief at Zelena Japka is that every product at its store must be completely natural, free from harmful chemicals, without plastic packaging, without palm oil, and without animal testing. Each product must meet strict quality standards to become part of their offerings.
They personally know each supplier, with whom they explore new ways of waste-free business practices and seek the shortest routes from production to shelves. With their personal approach, they establish strong and lasting relationships based on trust and shared values. Their suppliers are organic farmers, local producers, and processors who share their commitment to quality and ethical business practices. It is not just about meeting strict standards but also about establishing personal, friendly relationships. This allows them to work together to find the best solutions for waste reduction and quality preservation. Every product that arrives in the store carries with it a story of care and love for nature, and a commitment to a better world.Their principle of the shortest route from production to shelves means local sourcing. However, they understand that some foods, like rice, mango, and avocado, do not grow locally therefore, when sourcing these products, they always look for the closest and most responsible supplier.
“Zelena Japka is not just a store, but a movement towards a better world.”
SUCCESS FACTORS
Product management: Zelena Japka excels in meticulously planning its product procurement, focusing on both freshness and quality. Their strategy of maintaining low stock levels and relying on regular deliveries from suppliers ensures that customers always receive the freshest produce. By storing their products in warehouses and cold storage facilities provided by local partners, they preserve the high quality of their goods.
Sustainable packaging solutions: Zelena Japka centres sustainability in its packaging by using glass jars designed for return and reuse. Each jar undergoes thorough cleaning and disinfection before being reused, reducing waste and promoting a circular system. This approach reflects their commitment to minimising environmental impact, offering customers an eco-friendly choice that aligns with their sustainable values.
Expansive reach and community engagement: Zelena Japka has expanded beyond its base in Maribor by implementing delivery services and joining the Zeleni Krog community, which connects organic farmers across Slovenia. This initiative enables them to reach customers in cities making their quality, organic products accessible to a broader audience and strengthening their presence in the Slovenian market.
Zero-waste commitment: A significant aspect of Zelena Japka’s success is its unwavering commitment to zero-waste practices. Their shipping methods are entirely plastic-free, utilizing environmentally friendly materials, which not only aligns with their sustainability goals but also resonates with customers who value environmental responsible business practices.
Product diversity: Beyond their diverse product range, Zelena Japka provides additional value through in-house services like milling grains into fresh flour and flakes, as well as producing plant-based beverages. These offerings cater to health-conscious consumers looking for fresh, nutritious alternatives, enhancing the overall customer experience.
Education and community involvement: Zelena Japka places a strong emphasis on education, organizing events and workshops focused on organic farming, sustainable living, and environmental awareness. By engaging with younger generations and participating in projects that promote sustainability, they raise public awareness and foster a culture of environmental stewardship.
Social entrepreneurship and inclusive employment: Committed to making a positive social impact, Zelena Japka supports the employment of long-term unemployed individuals through its social entrepreneurship initiatives. This approach not only benefits the community by providing job opportunities but also reinforces their role as a socially responsible business.
Support for local producers and healthy lifestyles: At the heart of Zelena Japka’s mission is their dedication to supporting Slovenian farmers and small producers. By focusing on locally sourced, natural products, they contribute to the well-being of both their customers and the agricultural community. Shopping at Zelena Japka means also supporting local economies and sustainable practices.