Two Years with Europe's First We Impact Seal: An Interview with HiPP Croatia
We Impact Certificate No. 1 is displayed in Glina, Croatia. There, HiPP Croatia—as part of the HiPP Group—has been producing organic cereal and milk-based baby foods since 2001: approximately 180 employees, 51 recipes, and exports to over 50 countries. The site was the first company in Europe to obtain We Impact certification, following an on-site audit with EMAS validation at Level 2—the advanced level for organizations with prior EMAS experience. For our new case study, Sustainability Manager Ladislava Klasić-Stanković took stock of the situation.
HiPP could have actually considered the issue closed. Organic farming for decades, EMAS certification, a commitment to social responsibility. So why another system? “We had sustainability—but we were looking for a framework that went beyond mere declarations and actively challenged us.”
From a Departmental Issue to Shared Responsibility
Two years later, Klasić-Stanković describes the most significant effect as follows: “The biggest change was in our mindset.” At HiPP Croatia, sustainability has evolved from being the focus of a single department to a shared responsibility across the entire company. Employees proactively link their daily work to sustainability goals, from procurement through production to communication. Internally, priorities have become clearer and discussions more structured. Externally, it’s easier to explain what the company does, why it does it, and how it measures its impact.
The journey wasn’t always easy. Risk analysis, stakeholder mapping, and integrating different perspectives: these fundamental elements pushed the team to its limits on multiple occasions. Read the case study to find out exactly where the biggest challenge lay and what HiPP Croatia would do differently today. We’ll just say this much: it wasn’t the documentation.
What Is Covered in the Audit
The case study also provides insight into the audit process. It focuses on four areas: documents such as the strategy, sustainability mission statement, and action plan; processes—that is, how sustainability goals are embedded in day-to-day operations and who is responsible for them; data, including its plausibility and traceability; and people, since every audit includes interviews with employees from various departments, not just with management. “An audit day is intense, structured, professional—and at the same time, somehow exciting.” A special moment came from a completely unexpected source when, during conversations with the auditors, the “shiny stars” among the employees became apparent.
Is it worth the effort?
The answer in the case study: “Yes—but not if you’re looking for quick results.” We Impact requires time, resources, and a willingness to change. The value lies in the process: in a deeper understanding of one’s own impact, in a strengthened internal culture, and in more informed decisions. The case study also points out what the seal does not yet achieve: outside of informed circles, it remains relatively unknown. Awareness is growing. The substance is there.
The complete case study, including all the answers, the challenges encountered during the process, and an assessment of who We Impact is best suited for, is available here as a PDF
Link to the HIPP Croatia Case Study (PDF)
Are you wondering if We Impact is a good fit for your company? The free Impact Quick-Check will give you an initial assessment in just ten minutes:
The interview was conducted by Michael Vötsch and Daniel Worm in April 2026.
