In the heart of the Istrian peninsula, the municipality of Sveti Petar u Šumi is launching a revolutionary initiative that has the potential to transform the local economy and set new standards in the branding of indigenous products and the development of agri-entrepreneurship. The project named St. Petrus, operating under the management of the municipal company Petrus park, represents a dual force: a unique joint brand for food and handicraft producers and the future St. Petrus Entrepreneurial Incubator, envisioned as a Center for Sustainable Agriculture, Healthy Living, and Healthy Food. This ambitious vision will not only empower local producers but will also position Sveti Petar u Šumi as a leader in an innovative approach to preserving tradition and promoting sustainable development.

St. Petrus: Seal of tradition and vision of the future

The identity of the new St. Petrus brand is deeply rooted in the rich historical and cultural heritage of Sveti Petar u Šumi. Inspiration was found in one of the most recognizable symbols of the place – the Renaissance cloister of the Pauline monastery dating from the 15th century. It was the flower, meticulously carved into the stone pillars of the monastery arcades, that became the central motif and logo of the brand. This elegant flower symbolizes the unbreakable link between the glorious past, the dynamic present, and the prosperous future that Sveti Petar u Šumi wants to build.

Jasminka Benazić, a member of the project team and creator of the visual identity, emphasized that the idea for the brand did not come by chance, but stemmed from deep reflection on what Sveti Petar u Šumi is – a blend of history, untouched nature, and valuable heritage. "Our desire was to create something authentic, something that would at first glance communicate the values of our region. St. Petrus was not just a task, but an exceptional honor – an opportunity to tell a story through design that deserves to be preserved and passed on to new generations," explained Benazić. The brand's visual identity was carefully designed to reflect these values. The dominant black color symbolizes strength, the persistence of tradition, and a serious approach, while the gold-printed color introduces an element of elegance, sophistication, and the intrinsic value of the products that will bear this mark. The symbol of the flower thus becomes not only a sign of recognition but also a guarantee of quality and authenticity.

Under one umbrella: The elite of Istrian producers

Under the auspices of the St. Petrus brand, selected agricultural and food products, as well as handicrafts, originating from Sveti Petar u Šumi and the wider area of central Istria will be gathered. In the first phase, the brand proudly presents a range of top-quality cured meat products, including the indigenous Istrian sausage, a sophisticated sausage with truffles, a unique deer meat sausage, and indispensable delicacies such as pancetta, ombolo, lard, and Istrian prosciutto. Alongside meat products, there are also high-quality cheeses, selected wines and aromatic vermouth, and precious olive oil, the essence of the Istrian climate.

Producers who first recognized the value of this initiative and whose products will bear the St. Petrus label include renowned names such as OPG Franjul, known for traditional production of cured meat products; OPG Turčinović, also valued for meat delicacies and prosciutto; Pršutane Jelenić, which continues the long tradition of Istrian prosciutto production; the company Budak produkt, which stands out for its innovative approach to meat processing; Histris kvaliteta, recognizable for its wide range of indigenous Istrian products, and the In Sylvis winery, whose wines reflect the uniqueness of the terroir of Sveti Petar u Šumi. An important contribution to the project was also made by the company Etikgraf d.o.o., which sponsored the design and printing of labels with the brand's logo, adapted to different types of products and packaging, thereby ensuring a unique and professional visual presence on the market.

Multiple benefits of the brand: The power of unity and a guarantee of excellence

Launching the joint St. Petrus brand brings a number of concrete advantages for the involved producers, as well as for end consumers and the entire local community. For customers, the St. Petrus brand serves as a reliable guarantee of origin, high quality, and traceability of products. Knowing that a product bears this label, the consumer can be sure that they are holding an authentic product from the heart of Istria, prepared with care and respect for tradition.

For producers, on the other hand, St. Petrus offers a powerful platform for joint promotion, unified marketing, and significantly increased market visibility, which they would find difficult to achieve independently. Uniting under one recognizable brand allows them to more easily reach a wider circle of customers, reduce promotion costs, and strengthen their negotiating position. In addition, the project encourages mutual connection among producers, the exchange of knowledge and experience, and the development of healthy competition that drives continuous quality improvement and innovation.

Products bearing the St. Petrus label will be available and presented at several key locations. One of them is the already popular House of Sausages in Sveti Petar u Šumi, which has become a kind of temple for this local delicacy. Furthermore, the products will be available for purchase in a specialized shop for local products, which will be an integral part of the future St. Petrus Entrepreneurial Incubator. The brand will also be regularly promoted at numerous fairs and events organized by the Municipality of Sveti Petar u Šumi, as well as at other relevant events throughout Istria and Croatia, thereby ensuring continuous presence and strengthening of recognition.

Martina Gljuščić, director of the municipal company Petrus park which is behind the project, highlighted its uniqueness: "This is, as far as we know, the first brand launched by a local self-government unit in Croatia, which in itself speaks of the innovativeness and vision that Sveti Petar u Šumi has. St. Petrus is of exceptional importance not only for our municipality but also for the entire central Istria. Under this common name, we gather not only top-quality products but also the rich customs, tradition, and way of life of our region, which we want to preserve from oblivion and proudly present to future generations."

St. Petrus Entrepreneurial Incubator: Engine of development and innovation

Parallel to the development of the brand, the Municipality of Sveti Petar u Šumi is entering into the realization of another strategically important project – the St. Petrus Entrepreneurial Incubator. This ambitious undertaking involves the thorough reconstruction and conversion of a former poultry farm, located at the UPU Teža site. The vision is to create the first center for sustainable agriculture and healthy food, not only in Istria but also at the level of the entire Croatia. The goal of the incubator is to encourage the development of new, innovative business models in the agri-food sector, strengthen the local economy, and provide comprehensive support to small and medium-sized entrepreneurs.

The transformation of the neglected space into a modern entrepreneurial center will breathe new life into this location and create much-needed infrastructure for the development of agri-entrepreneurship. The incubator is envisioned as a place where ideas will turn into successful business stories, where knowledge and tradition will merge with modern technologies, and where high value-added products will be created.

Incubator facilities: Everything in one place for entrepreneurial success

The future St. Petrus Entrepreneurial Incubator will be a multifunctional complex equipped with everything necessary for the successful work and development of entrepreneurs in the agriculture and food processing sector. Within the incubator, there will be an Agricolo restaurant, offering dishes prepared from local, seasonal ingredients, and a sales center where traditional products from the central Istria area, including those under the St. Petrus brand, can be purchased. Special attention will be paid to education and skills development, so the incubator will have a sensory laboratory for analyzing and evaluating product quality, as well as a modernly equipped space for culinary presentations and workshops, a kind of "masterchef" corner.

In addition, entrepreneurs will have at their disposal modernly equipped offices, multipurpose halls for meetings, conferences, and training, and other supporting spaces. The heart of the incubator will consist of state-of-the-art production facilities, tailored to the specific needs of local producers. This includes a facility for meat processing and production of cured meat products, which is particularly important given the long tradition of sausage making in Sveti Petar u Šumi. Facilities for drying herbs and fruits, a distillery for producing brandies and essential oils, and smaller plants for producing jams, fruit preserves, tomato passata, and the increasingly popular craft beer are also planned. Such a concentration of resources and technology in one place will significantly facilitate the start-up and development of production, especially for small family farms (OPGs) and craftsmen.

The Mayor of the Municipality of Sveti Petar u Šumi, Mario Bratulić, proudly points out that the municipality already has six registered plants for processing and production of sausages, which testifies to the vitality of this traditional craft. "The new St. Petrus Entrepreneurial Incubator will be a strong wind in the sails for our hardworking producers. It will further encourage the development of small and medium-sized entrepreneurship, create much-needed new jobs, especially for the younger population, and provide comprehensive professional, technical, and marketing support to all who wish to start or improve their production," said Mayor Bratulić. He added that Sveti Petar u Šumi has always been known for its meat delicacies, and this incubator will only further strengthen and elevate that reputation.

With European funds towards achieving the vision

The realization of such an extensive and significant project as the St. Petrus Entrepreneurial Incubator also requires significant financial investments. The estimated value of the project is around 2 million euros. Encouraging news is that as much as 85 percent of the necessary funds will be secured from European Union funds, through the ITU (Integrated Territorial Investments) mechanism. The ITU mechanism is an EU financial instrument designed to support sustainable urban development, and its application in this context shows recognition of the importance of strengthening rural centers and their connection with urban areas. The remaining part of the funds, amounting to 15 percent, will be provided by the Municipality of Sveti Petar u Šumi from its own budget and with the support of the competent ministries of the Republic of Croatia. Successfully attracting EU funds is another confirmation of the quality and relevance of the St. Petrus project.

A beacon of sustainable development and guardian of Istrian heritage

The St. Petrus project, which combines the eponymous brand and entrepreneurial incubator, represents much more than a mere economic initiative. It is an example of how a relatively small local community, such as Sveti Petar u Šumi, can, through wise management of its own resources, deep respect for inherited tradition, and a clear vision of the future, create a recognizable identity, strengthen local production, and lay solid foundations for long-term sustainable economic and social development. Through St. Petrus, Sveti Petar u Šumi not only preserves its customs and indigenous products from oblivion but actively promotes them and gives them new value in the contemporary market. This project has the potential to become a model for other rural areas in Croatia that strive to valorize their specificities and strengthen the local economy, while simultaneously contributing to the richness and diversity of the entire tourist and gastronomic offer of Istria and Croatia. With this step, Sveti Petar u Šumi boldly strides towards the future, showing that tradition and innovation are two sides of the same coin of success.