As

About

AS Holding began as an independent trading shop in Jelah, Bosnia and Herzegovina, in 1989, evolving into a private enterprise by 1996 and establishing the parent company in 2016. Today, it encompasses 17 Bosnian companies, making it one of the largest business systems in the region. Their brands, including Zlatna Džezva coffee and Tops biscuits, are well-known to consumers across Bosnia and Herzegovina, Europe, and globally. For the Balkan diaspora in California, AS represents a taste of home, offering trusted and high-quality products from their heritage.

What we carry

• Food: Zlatna Džezva (coffee), Oaza (water), Tops (biscuits), Zlatni Puder (baking ingredients), Tuzlanska Sol (salt)
• Trade
• Textiles

Heritage & Philosophy

AS Holding started as a local independent shop and grew into a major regional player, driven by a commitment to strengthening Bosnian brands and contributing to the domestic economy. They emphasize delivering and exchanging knowledge, ideas, and services, relying on rich experience and the dedication of their over 2500 employees.

What we love

• A leading Bosnian company with 17 member companies
• Wide portfolio of over 1500 well-known regional products
• Strong commitment to the Bosnian economy and job creation

Regional roots

AS Holding is a household name across Bosnia and Herzegovina and the broader Balkan region, making its products highly sought after by the diaspora in California looking for authentic tastes and familiar brands from their homeland.