Serbia: Developing Origin Based Labels in the Horticultural SectorSerbia: Developing Origin Based Labels in the Horticultural Sector

Serbia: Developing Origin Based Labels in the Horticultural Sector
With annual production estimated at 1.7 million tonnes of fruit and 1.8 million tonnes of vegetables, horticulture is one of Serbia’s most dynamic subsectors. Due to increasing exposure to EU competition, however, all players along the horticultural chain in Serbia must raise the quality of their products and find ways to differentiate them in the national and export markets. 

GIs to protect Serbian uniqueness 

Origin-based labels can signal quality and tradition to consumers faced with many purchasing options. Geographical indications (GIs) are the most well-known of these and can be registered for products with reputations and clear characteristics that are attributable to their place of origin.  Several Serbian products are inextricably associated with the specific regions where they are grown and prepared, and an official distinction like a GI can help them find a niche on the competitive European market.

In this context, FAO and EBRD have developed a project with the aim of improving efficiency and inclusiveness of the country`s horticultural chain, facilitating public-private interactions on the development GIs. FAO and the EBRD have been working closely with the Serbian Ministry of Agriculture and Environmental Protection (MAEP) and the Intellectual Property Office (IPO) to identify horticultural value chains that would be good candidates for GIs. The three selected products are: 

  • the sour cherry from Oblacina (Obkacinska visnja)
  • the raspberry from Arilje (Ariljska malina)

  • the ajvar (a caviar of pepper) from Kopaonik (Ajvar sa Kopaonika)

Bringing producers and processors together 

The project has supported the groups of involved producers and processors in taking the necessary steps for GI registration. These include the development of a Code of Practice, i.e. product specifications that define the specific quality of the product and the rules for the use of the related GI; the development of a control plan and traceability system that ensure conformity of the GI product to the specifications; and the establishment of a sensory analysis committee.

Capacity building activities including trainings, study tours and workshops have been held for producer and processors, who are in parallel supported in the creation of GI associations for acquisition and management of the GI status of the three selected products. The development of a fine-tune marketing strategy for GI product promotion is another important step to guarantee the right positioning in the market and highlight the unique quality and added value of these products.


The project has been built around the following steps:

1. Help producers to understand steps required for GIs in Serbia
      Product Specificity and Delimitation of Territory
  • Study on product specifications
  • Establishment of the Code of Practice
  • Development of products Control Plan and traceability 
      Capacity Development of Producers
  • Training of producers on GI concepts
  • Study tours to acquaint local producers with GIs registration
      Support to Marketing, Product Placement and Promotion
  • Creation of GI logos and promotional Leaflets
  • Participation in International fairs
2. Improve Institutional Capacity
3. Disseminate intermediate and final results
      Policy dialogue and General-Awareness Raising
  • National Conferences
  • Report on International experiences
  • Workshop for Regional GI awareness-raising
  • Promotional material and National guidelines

Project Leader:
Lisa.Paglietti: Lisa.
Useful Resources
document title
Arilje Raspberry booklet download
Ariljska Malina booklet download
Buyers survey for FAO download
Consumer Survey on Geographical Indication download
Marketing and diversification GIs download
Marketing objectives GIs download
Oblacinka from Oblacina booklet download
Oblacinka iz Oblacine booklet download
Salone del Gusto and Terra Madre Event 2014 download
Sensory characteristics and specificities of sour cherry download
Support to More Efficient and Inclusive Agrifood Chains download
Terra Madre Balkans download
document title
Supporting Serbia's Sour Cherry Production view

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07 May, 2022

Regional: Monitoring the Adoption of Key Sustainable Climate Technologies in the Agri-food Sector
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12 December, 2021

Ukraine: African Swine Fever – Risk awareness-raising and risk mitigation
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10 July, 2020

Kazakhstan: Supporting an inclusive dairy value chain development, Phase II
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04 May, 2020

Serbia: Strengthening quality standards in the agrifood sector
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01 March, 2020

Serbia: Digital Technologies for Agriculture Review
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01 January, 2020

Questionnaire for users
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01 January, 2020

Members contact update and questionnaire, October 2008
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23 October, 2019

Turkish Pine honey: pathway to becoming a Geographical Indication
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