Jovanovićs began fruit processing in 2020, building on their decade-long experience of growing various fruits.
Jelena Jovanović shared that they cultivate plums, pears, apples, quinces, sour cherries, and strawberries.
"We started processing fruit because of the low market price of raw fruit, aiming to double our efforts and increase our income," Jelena told EUpravo Zato.
Transforming Trbunje with Sweet and Savoury Preserves
The small village of Trbunje near Blace now boasts the aroma of homemade strawberry, plum, blackberry, fig, and sour cherry preserves.
The Jovanović family also produces a variety of fruit jams, including strawberry, fig, rosehip, cornelian cherry, and plum. Their repertoire of sweet treats extends to juices made from blackberries, raspberries, sour cherries, and strawberries.
In addition to sweet products, they craft roasted red pepper ajvar, pinđur (a traditional pepper and tomato relish), spicy ljutenica, tomato juice, and pickled vegetables.
Jelena explained that starting production was challenging because they lacked the machinery to ease their workload.
The European Union stepped in, and through the EU PRO Plus programme, they purchased the necessary machines, making production more efficient and faster.
Improved Production with EU Support
According to Jelena, the family now produces a greater number of jars and bottles, significantly improving their operations compared to the first year.
"With EU support, we purchased equipment such as a fruit pulper, a filling machine, a labelling machine, and two storage units—one for maintaining temperature and the other for freezing fruit and vegetables," Jelena explained.
She learned about the programme online and on social media, and an agency from Kruševac assisted her with gathering the required documentation and applying for the funds. Without their help, Jelena said, she would not have succeeded in securing the grant.
"I had to dedicate a lot of time. The agency provided immense support in writing the business plan. It took about a year to complete the process, but the wait was worth it because this support means so much to us," she emphasised, adding that they now produce more jars and bottles with fewer workers.
Jelena has since hired an additional employee.
"You see, the processing journey is long. Before we package everything into jars or bottles, we must first cultivate and prepare the fruit. When it comes to cultivation, we have an advantage because we grow enough of our own fruit and know exactly how it’s treated," Jelena explained.
This approach ensures that everything reaching the consumer is 100% natural, homemade, and healthy.
Advice for Entrepreneurs
Jelena, who persevered to carve out a place in the market, offered advice for fellow entrepreneurs:
"Be brave, because hard work and effort always pay off in the end. Keep an eye on funding opportunities. The EU PRO Plus programme is excellent, and I’d recommend everyone to apply. Entrepreneurs must monitor calls for funding in their municipalities and on social media. No one will come to them—they must take initiative," Jelena advised.
She also expressed her willingness to help colleagues in need of advice or support.
"We should exchange opinions and experiences because, for us, quality is always the top priority," she concluded in her interview with EUpravo Zato.
Inspired to Start Your Own Business?
If Jelena’s story has inspired you to start or improve your own business, learn how the European Union can support your efforts.
Visit www.eumogucnosti.rs for more information.