Vegafruit is one of the leading processors and producers of fruit and vegetable in Bosnia and Herzegovina with a long tradition dating back to 1974. The company has built a strong market position and brand in the country, while at the same time growing exports into Western Europe and countries of Former Yugoslavia.


  • Very strong heritage brand name with decades of tradition
  • Two separate production facilities equipped with modern technology for processing of fruits and vegetables

The Investor

AS Group Jelah is a Bosnian mixed conglomerate with a strong focus on production and distribution of food and beverage products. AS Group Jelah operates in three divisions: food, retail, and textiles. Only in food division AS Group Jelah produces nearly 1.200 different products. The Group employs more than 2.700 employees.

The Deal

Ascendant was the exclusive transaction advisor to the owners of Vegafruit in the sale of the company. The takeover of the company by the leading distributor in the country with strong experience in brand management will certainly elevate Vegafruit to the next level. 

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