Koreans discover "granny's secret" - Foodland targets Near East

(Photo: Jelena Đelić)

When they sum everything up, the management of the Foodland company expects to generate a revenue of EUR 12 million by the year's end with exports accounting for 40 percent. After achieving an exceptional success in Japan that has contributed a lot to this, the company is now preparing for the conquest of the Near East as well.

The first batch of healthy food products was dispatched last month to South Korea, while ajvar, conserve and juices from the Brus area are set to be shipped to Qatar as early as next month.

Foodland exports its products to over 25 different markets. Although it was not until the last year that the company started exporting goods to Japan, the country of the rising sun is today one of the three quickest-growing markets. Foodland currently exports 65 percent of complete production, but it plans to focus on exports in 2014 and increase their value to EUR 7.5 million in 2015.

A prerequisite for fulfilling the export plan was an investment in new production facilities and equipment for the factory in the village of Igros, Brus municipality. Thanks to the new plant, it is now possible to produce 5,000 tonnes instead of previous 2,000 tonnes a year.

Despite their success abroad, people at Foodland point out in a talk with eKapija that they still find the domestic market extremely important, which is why they continue to invest in the country and hire local population. Also, aside from improving its relationships with business partners in Serbia, the company constantly communicate directly with local end-users as well.

Export on a rise

(Photo: Jelena Đelić)

Since 2010, export growth has averaged 40 percent. This year exports grew 50 percent. The plan for the next three years is to intensively develop operations in the Near East market in a bid to increase the value of exports to over EUR 1 million per year as early as in 2014 and 2015.

Although they produce what most of our grandmas used to make, there are many things that make them unique. Foodland has managed to sell the world something traditional, prepared in an old-fashioned manner, but packed in a way that points to a high quality of products.

Foodland has about 160 different products in its portfolio, including ajvar, jam, juices, conserves... All food is prepared by traditional recipes using over 50 kinds of domestic fruits and vegetables picked by hand, mainly at the foot of Mount Kopaonik and nearby Vlasina and Golija.

The factory in Brus will soon add two new products to its portfolio - ajvar with olive oil and ajvar with boletus. The company management also considers launching a new line of products.

(Photo: Jelena Đelić)

Foodland in Serbia employs more than 200 people. There are about 120 permanent employees in the factory in Igros as well as a number of seasonal workers. Staff mainly consists of women, who all come from villages in the Brus area.

The greatest value of this greenfield investment lies in the fact that it has employed local population, especially those age groups who find it most difficult to get hired and have most experience in this type of production.

J.DJ.