Growing popularity of organics in Serbia

Organic products increased their presence in supermarkets in Serbia in the past year, and the first milk and dairy products have appeared on the market in the beginning of 2013. The independent retailer Bio špajz and the Green Network of Vojvodina are making great efforts to increase the organic offer and educate the people about the benefits of ecological food. The current edition of the publication “Organic Agriculture in Serbia at a Glance 2013” gives a deep insight into Serbia’s organic sector.

The publication Organic Agriculture in Serbia at a Glance 2013 reveals that organic products are typically sold to wholesalers and processing companies in the country. Direct sales, for example on the green markets, are practised by 20% of farmers. The mark-up in price they obtain for their organic produce is at 10-20% on average and confirms that added value is not generated at farm level. Moreover, the products are not readily available on the market. Since there is often a lack of storage facilities, products are on offer only during peak periods, when the growers flood the market. The organic market itself is dominated by imported baby food products, and Serbian baby food is intended for export and not present on the national market. (Picture: Organic peppers from Serbia)

However, the sector has started to see some new tendencies. The trend is for large companies to get involved in primary plant and animal production on large land areas. Until recently, the only certified animal products on the market were eggs and honey in rather small quantities. Certified cow’s milk and dairy products have now started to appear on supermarket shelves all over Serbia - from Imlek, for example. (Picture: Serbian organic cows)
 

Most stores that sell organic products are located in Belgrade and Novi Sad. During 2012, the range of products in supermarkets expanded noticeably, and also so-called “organic shelves” or “corners” have appeared in some of them, clearly marked and stocked mainly with processed products. Supermarkets in Serbia that carried organics in 2012 were Univerexport, Mercator, Tempo, Metro, Maxi Idea, dm Drogeriemarkt, and Roda Supermarket. Organic food may be also found at green markets in Beograd, Novi Sad, and Subotica, as well as in the specialised health food stores Bio špajz, Beyond, Moj Salaš, Crvenkapa, True Organic, General Store, and Fond Organska Srbija. Various associations and companies are doing their share to promote Serbian organic products. Serbia Organica for example, has done a lot of work (we reported earlier). (Picture to the left and below: Bio špajz in Kalenic market  Belgrade) 
 

Bio špajz is a trade, production and import company that focuses exclusively on natural food. It was established in 1986 and it was certainly one of first companies to specialize in healthy food in the former Yugoslavian region. Its annual turnover is about 1 million euros. The company produces a small volume of muesli, rice galettes and clarified butter (ghee). At the moment, Bio špajz is the exclusive importer and distributor of Mitoku and Grana, and the importer of Do it and green magma products. Bio špajz runs two shops, both in Belgrade. The first one has been operating since 1986, and the second one was opened in 2010. Since 2008, it has also operated an internet shop. Parcels of goods are shipped to the whole territory of Serbia.
 

About 1,500 products are offered by the company, of which approximately 380 are organic. A list of all organic products is available here. The ratio of local and imported goods is very close to 50:50. Their offer includes cereals, rice, beans, flour, pasta, herbs, juices, oils and vinegars, chocolates, dried fruits and nuts. The company is doing its best to help facilitate the selling of local organic products, mostly vegetables, fruit, eggs, honey and juices. It is also constantly working on promoting organic food in its shops and via its website and has been educating and informing its employees and customers for many years now. 

The Green Network of Vojvodina started with the local farmers’ market “My Farm/Moj salas” in Novi Sad in 2004. Back then, two organic producers from a village near Subotica were guests at the farmers’ market. The other producers had either initiated production according to the organic guidelines (at the time, the Serbian legislature had not regulated this field) or worked with traditional methods. Novi Sad consumers had their favourites from the beginning. Since 2005, Josip Mamuzic (picture) has been a constant participant at the market. He is a certified organic producer who has probably been in the organic world in Serbia for the longest time.

From day one, the market has been a place where the villages of Vojvodina are promoted, where people sing and dance and where traditional food products as well as a multinational cuisine are offered. People are able to see how embroidery is done, cloth is woven or how honey is extracted. Schoolchildren love to taste the produce and to get to know new varieties of vegetables (see picture below).

In the period from 2006 to 2009, more certified organic producers appeared. From January to May 2008, all of the producers from the My Farm market attended a training seminar financed by the Ministry for Agriculture, and the usual annual meetings with the producers became a traditional place where problems were discussed and plans for the following year were made. 

Locally famous people in the fields of medicine, culture, sport and entertainment have joined the market, setting an example of how important organic products are in peoples’ diets. The market has its own newsletter, and they often print recipes for customers, especially showing how to prepare meals with the new sorts of vegetables. Since 2010, most producers at the market offered certified organic products.

The campaign Organic agriculture. Good for you, good for nature!  that the Green Network of Vojvodina directed towards consumers with the assistance of GTZ (German organization for technical cooperation) and the Department for the Economy of the City of Novi Sad, has seen excellent results. Producers increased the sale of their products and consumers see the benefits of organics. The grocery store My Farm sells the farmers’ products all year round. The owner of the shop is the young entrepreneur Milica Popovic, who follows the principles of local production, fair trading and promoting organics. More information on the project and the producers is available here .

The National Tourism Organisation of Serbia is also doing its share to promote organics and a green lifestyle. In an attractive and informative brochure, it introduces organic food and green travel opportunities in Serbia. The brochure is available here.