Jamie Petchell

One of the highlights of our recent international travel programme was a visit to Serbia, where we spent several days with our valued partners, Zeleni Hit, visiting commercial raspberry, blackberry and blueberry production across the country.

It was a pleasure to spend time with Neša Momirović, Smiljana Momirović, Nevena Batić and Milica Momirović, whose technical knowledge, professionalism and commitment to innovation continue to make Zeleni Hit an outstanding partner for GPG.

During the visit, we reviewed commercial plantings of Glen Mor, Glen Dee and Skye raspberries, together with Natchezand Von blackberries, while also discussing the future opportunities presented by Pinnacle and exciting new selections from the Oregon Blueberry breeding programme.

Beyond the varieties themselves, our conversations focused on the future of berry production in Serbia. The country continues to build on its global reputation for raspberries, while fresh-market production is expanding alongside the traditional IQF and processing sectors. Domestic demand for fresh berries is also increasing, creating new opportunities for growers investing in modern genetics and production systems.

Climate change was another key topic, with growers reporting milder winters and fewer chilling hours than in previous decades. These changing conditions reinforce the importance of breeding programmes that continue to deliver varieties capable of meeting tomorrow’s production challenges.

Visits like these are an important reminder that successful partnerships are built through time in the field, open technical discussions and a shared commitment to continuous improvement. We would like to thank everyone at Zeleni Hit for their warm hospitality and look forward to continuing our work together as the Serbian berry industry enters its next exciting chapter.

Zeleni Hit