Combination of Local Ingredients for Premium Product – Srberry as Asset That Could Attract Foreign Consumers Too

The unstable price of fresh fruit, but also the desire to keep top-quality ingredients in Serbia and have them act as the basis for the development of premium products, motivated Ana, Aleksandar and Nikola, a sister and a brother and their best friend, to launch the production of fully natural juices under the Srberry brand.

Raspberry, blackberry, black currant and strawberry, along with linden honey, are a recipe for conquering the market. These young people have already found their way to numerous restaurants, cafes and hotels from Zlatibor, Divcibare, through Trsic, Belgrade, to Indjija. The juices are also enjoyed by those who order them through social networks.

– The raspberry juice is our most successful product, but other flavors also have a big share in the sales. The raspberry has been held in high regard in the world for a long time and it is expensive, so foreign purchasers perceive it as an exclusive fruit. We have managed to make a juice which preserves all the beneficial characteristics of the raspberry and also has the flavor of fresh fruit enriched with linden honey. Also, in the winter period, black currant, which is considered the fruit of the future, sells very well thanks to its medicinal properties. The strawberry is a favorite with children, whereas the blackberry and the currant have numerous medicinal properties – Nikola Markovic says for eKapija.

Local ingredients

In the Kosjeric area, they currently have the Titania variety of the black currant planted on slightly over 1 hectare, whereas the Willamette variety of the raspberry is planted on slightly over 0.5 hectares. They also use the fruit from the neighboring plantations to produce their juices. They are not beekeepers, but they buy honey from a reputable honey producer, as our interviewee says, the winner of the gold medal for quality.

– When we say that the production is traditional, we primarily mean the ingredients we use. It is in our tradition to keep what’s best for ourselves and people from our surroundings and that’s what we do. We want only the best fruit and honey to go into our products. The modern part refers to the equipment we use in the production process. It enables the preservation of what’s best in the raw ingredients and enables the production in line with the highest quality-control standards – Markovic notes.



Export of juices planned

The plan for the future is to develop and expand the market within Serbia, but they also plan to export their juices, because, as Nikola says, they are certain that they have a product that would delight the customers abroad.

– Along with our growth and development, we plan to establish a network of associates that would have reliable partners in us, that is, purchasers for their products. We thereby want to enable people in rural areas to have a stable and secure income. Our development will not only be directed at developing our company, but also on the overall development of the region we come from and the promotion of the top-quality fruit we offer, as well as top-quality products – concludes Nikola Markovic.

Aleksandra Kekic

SRBERRY KOSJERIĆ

Srberry

Nikola Marković

premium products

natural juices

raspberry

blackberry

black currant

strawberry

linden honey

raspberry juice

blackberry juice

black currant juice

strawberry juice

Titania

Willamette