The Serbian berry industry has long been recognised as one of Europe’s great horticultural success stories. Built on generations of growing expertise, the country has established a global reputation for producing high-quality raspberries, while also developing increasingly important blackberry and blueberry sectors.

During a recent visit to Serbia, the GPG team met with our long-standing partners, Zeleni Hit, to review commercial plantings, discuss market trends and explore the future direction of berry production in the region.

Working alongside Neša Momirović, Smiljana Momirović, Nevena Batić and Milica Momirović, discussions centred on how modern genetics and evolving production systems are helping growers respond to changing market demands while maintaining the high standards for which Serbian fruit is renowned.

Building on a Strong Foundation

Serbia’s berry industry has traditionally been centred around raspberries for the IQF and processed fruit sectors, supplying premium fruit to customers throughout Europe and beyond. Those markets continue to play an essential role and remain a cornerstone of the country’s production. At the same time, the industry is evolving. Domestic consumption of fresh berries is increasing, while growers are identifying new opportunities within premium fresh-market programmes. This transition is creating demand for varieties that combine excellent fruit quality, consistency, shelf-life and productivity with the ability to meet the expectations of modern retail supply chains

Modern Genetics for Modern Production

During the visit, commercial plantings of Glen Mor, Glen Dee and Skye raspberries, together with Natchez and Vonblackberries, demonstrated the value of genetics developed specifically to meet today’s production and market requirements.

Discussions also focused on the future development of Serbia’s blueberry sector, including the potential for Pinnacle and exciting new selections from the Oregon Blueberry breeding programme. As consumer demand for blueberries continues to grow across Europe, growers are increasingly looking for varieties capable of combining fruit quality, reliability and commercial performance.

Responding to a Changing Climate

Like many berry-producing regions around the world, Serbia is experiencing the effects of changing climatic conditions. Growers report that winters are becoming milder, with fewer accumulated chilling hours than in previous decades.

These changes reinforce the importance of continued investment in plant breeding. Modern breeding programmes are developing cultivars capable of maintaining productivity, fruit quality and consistency under evolving environmental conditions, helping growers prepare for the challenges of the future.

Alongside new genetics, production systems are also advancing. Investment in substrate production systems, tunnels, protected cropping and improved agronomic practices is enabling growers to increase consistency, improve labour efficiency and optimise fruit quality.

Partnership Driving Progress

GPG believes that the future of the berry industry will be built through collaboration between breeders, nurseries and growers. Strong local partnerships play a vital role in ensuring that new genetics are supported by technical expertise and adapted to local production environments.

Our ongoing relationship with Zeleni Hit reflects this philosophy. By combining international breeding programmes with local knowledge and technical excellence, we continue to support the development of profitable and sustainable berry production across Serbia.

As the industry continues to evolve, Serbia remains exceptionally well positioned to build on its rich horticultural heritage. With progressive growers, innovative production systems and access to world-class genetics, the next chapter of Serbian berry production is already taking shape.