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Traditional slovenian pumpkin seed oil, now a gourmet ingredient
It is a little-known fact that pumpkin seed oil originates from Slovenian soil. Records show that it was first made in the Slovenian part of what was then the Austro-Hungarian Empire. Gorazd Kocbek represents the third generation of the family business, which has, despite many obstacles and challenges, grown steadily throughout its history. Today, their products are recognizable both at home and around the world and are used in the most prestigious gourmet cuisine in Dubai, Japan and the USA.
Ever since I’ve become involved in the family business I find the days to be too short. I don’t perceive it as merely my job, it’s a way of life
Downlad Family Business Slovenia 2017
One liter of oil worth a day’s pay
The roots of Oljarna Kocbek date back to the beginning of the 20th century, when in 1928 Alojz Kocbek, Gorazd’s grandfather, purchased some land. “There was a mill next to the house and only a year after the purchase, my grandfather began to work as an independent miller, while at the same time producing oil. Since then, we have been in operation every day, without exception,” points out Gorazd.
Throughout their history, the Kocbek family has experienced their share of bad luck, including their house burning down twice. In 1963, when it burnt down for the second time, the family abandoned the mill, proceeding solely with oil production. Gorazd explains that over the years the market has changed dramatically; however the most dramatic changes occurred in the years following the independence of Slovenia and at the time when he joined the family business. This was the period which saw the rise of large traders. “Things used to be much simpler than they are today, especially with regards to legislation. Everything was happening more or less in the homeland and the price of pumpkin seed oil was much higher than it is today. My father used to tell me that by selling a liter of pumpkin seed oil, his father could pay a tradesman for a full day’s work,” recalls Gorazd. He reflects that he joined the company 20 years ago, and similarly to his father’s experience, this was a natural process. After his father’s retirement 12 years ago, Gorazd took over the family business and modernized it in order to meet market equirements.
Made with love, confidence and tradition in mind
There are 825 types of pumpkin and each one has different seeds. However, only the seeds of one particular type of pumpkin are suitable for the production of oil. Locally, this pumpkin variety is known as “Slovenian Golica” and it has several hybrids, which have developed due to changes in weather and soil composition. “For the ninth season we are cooperating with our own local producers: they plant the seed, while I am very well aware of what they have, where it is planted, who is picking it and who dries the seeds. Dried seeds are then transferred to the warehouse
where they are stored and processed when needed. Our essence is that everything is local, Slovenian. We only use seeds of the Golica pumpkin,” emphasizes Gorazd. In addition to the oil, they also offer a range of products enriched by the taste of pumpkin seeds. “We sell salami with pumpkin seeds, pork crackling with pumpkin seeds and pumpkin oil; pumpkin seed and chocolate cookies; pasta with pumpkin seeds, shower gel made exclusively from vegetable fats with a focus on cold-pressed sunflower and pumpkin oil; lip balm made from beeswax, cold-pressed pumpkin and sunflower oil, and coconut oil,” says Gorazd, outlining some of their product range, adding: “We also cooperate with a company producing “Lušt” tomatoes and we sell their dried tomatoes pickled in pumpkin oil. In cooperation with an external contractor, we also produce professionally-mixed ice cream with pumpkin oil, under the Stork brand.”
Luxury products for Dubai’s wealthiest
Gorazd was happy to take over the family business and has been able to capitalize on his experience from numerous trips around the world. “I was aware of the importance of a product’s visual presentation. I also knew that we could pride ourselves on quality and tradition, although at the time we were not fully aware of their importance.” Gorazd realized that in the 21st century, pumpkin oil should be positioned as a luxury product, fit for gourmet cuisine and fine dining and used in special chocolates rather than being used merely as a salad dressing. Twelve years ago, when his father retired, Gorazd opted to re-brand the oil and introduced a new line. “My aim at that time was to make something that would become the centre of attention and that people would remember. Pumpkins, sunflowers and similar items were removed from the labels as these motives are used by all other oil producers and we wanted to pursue our own way, which has paid off. At the same time, I introduced a premium pricing structure, which customers accepted,” explains Gorazd. Today, they are working on a new image, the third such re-branding, as they are aware that people now have different tastes. “If you offer something that is out of the ordinary, you will definitely get a circle of people, consumers who prefer this speciality. However, everything must have a background, it should tell a story and explain how and why, because people are interested in learning about it,” he adds.
Together with designer Gregor Žakelj, they came up with an idea for a new bottle and its story. “Gregor developed the shape of our own special bottle, putting heart and soul into it. From all the elements he had available to work with, he chose the stamp used by my grandfather. The outline of this small piece of wood and the initials are used in the metal plate that is glued to the bottle,” explains Gorazd of the creation of this exclusive product line. Steklarna Hrastnik was entrusted with the production of the bottle, as they are the only ones in the world that can make a bottle without the addition of heavy metals. “This is the most pristine and health-conscious packaging that can be used for any foodstuff. Each bottle is unique, black in color, matted, hand-blown and containing an ecologically autochthonous variety of pumpkin seeds of Slovenian origin. The seeds are ground on a machine that my grandfather used when he started the business. Therefore, we offer the most traditional and organic product in the most pristine and unique packaging,” proudly explains Gorazd. The bottle is presented in handmade packaging made either from cardboard or wood. The latter is made by a carpenter from oak that is more than 100 years old. “This is a luxury product intended for those who are willing to pay that little bit extra for it. We have already sold some bottles and the first buyer was from Dubai,” continues Gorazd in describing part of their marketing strategy.
“There was a mill next to the house and only a year after the purchase, my grandfather began to work as an independent miller, while at the same time producing oil. Since then, we have been in operation every day, without exception,” points out Gorazd.
The whole family is involved in oil production
Gorazd describes himself as being stubborn and persistent, two of the traits of paramount importance in a family business. He inherited many good qualities from his parents and was able to integrate them in the business: “I learned from my mother the importance of fostering good relations with people and having a good attitude to work. My mother was always ready to listen and offer a helping hand to anyone needing it. My father was the first in Slovenia to make cold pressed oil. Just like me, his approach to business was stubborn and innovative. His entrepreneurial mindset was inherited from my grandfather.”
The entire family is involved in oil production; even Gorazd’s four-year-old daughter is already helping with very light tasks and is proud to talk about pumpkin oil and ice cream in the kindergarten. Gorazd’s father is still making cold pressed oils, his wife helps with minor design work and marketing, while his mother has always taken care of the family. “Ever since I’ve become involved in the family business I find the days to be too short.I don’t perceive it as merely my job, it’s a way of life. It represents us, the family, and this is also how we present ourselves. We have never been and will never be a store that closes its doors at five or six in the evening,” says Gorazd, describing the business.
Focusing on the rest of the world with roots firmly set in the Slovenian soil
The family wish to continue focusing primarily on the Slovenian market, as all their products are local. Nevertheless, in the last few years, they have directed their attention to foreign markets which are significantly bigger and where prices are much higher. During the time that Gorazd also took on the role as salesman within his business, he realized that luxury products sell themselves and customers should find you, rather than the opposite. For several years now they have been dealing with customers in the US, Taiwan, Japan, and Dubai and their exports account for around 15% of total sales. “Our most recent major reference is from the At.mosphere restaurant in Dubai, located in the tallest building in the world - Burj Khalifa,” Gorazd is proud to point out.
All their investments are financed solely from their own funds. In the future, they intend to invest in tourism: “More than 5,000 visitors per year come to our tastings. Since the building dates from 1850, we want to build premises that are more comfortable for them.”
Gorazd Kocbek, owner
Company name: Oljarna Kocbek, Gorazd Kocbek, s.p.
Net sales revenue (2016): €0.3 million
Interviewees:
Gorazd Kocbek, Director
Summary
Oljarna Kocbek in five words: tradition, quality, love, innovation, trust.