Intense Work on Entering New Markets for the Serbian Fruit and Vegetable Sector

The fifth consecutive Agro Belgrade, a specialized fruit, vegetable, and viticulture trade fair in Serbia, held from January 25 to 27, 2024, proved to be an excellent way for buyers to meet proficient fruit and vegetable entrepreneurs from Serbia and the region in just three days.

After several years of growth, in 2023, the export of fruits and vegetables from Serbia was almost 110 million USD less than in 2022 and amounted to nearly 1.2 billion USD. The main reasons for the decline are lower exports to the Russian market, inflation affecting everyone in the value chain and a general decline in consumption in large markets. On the other hand, some other markets, such as Great Britain, have been growing significantly for the last several years, as well as Saudi Arabia and the countries of the Middle East.

The perspective is positive if Serbia and the region take advantage of the opportunities in the new export markets. It is necessary to focus on the professionalization of production, the products in demand, and competitive market windows. Market integration needs to be improved since the region is still insufficiently linked with the mainstream fresh produce channels in the European Union. It is the right time to show the quality of Serbian products to customers from the EU, Great Britain, and globally.

Events that focus on presenting Serbian and regional offers and attracting foreign buyers are one of the ways to address market challenges. Recognizing the potential of production expansion in Serbia and surrounding countries, the Agro Belgrade trade fair was established five years ago as a key industry event in this part of Europe.

Every year, this event gathers around 500 exhibitors and over 20,000 visitors from Serbia, the region, and the world. In addition, important parts of the exhibition include a B2B event and the conference— THE place to learn about the latest trends, connect buyers and best suppliers, and learn about modern technologies impacting the industry!

The fifth edition of the Agro Belgarde was marked by a B2B event with more than 300 pre-scheduled business meetings between 90 domestic and regional companies, and about 20 buyers from Serbia, the region, but also Great Britain, Canada, Poland, Romania, Ukraine and India. The commodities presented at the B2B included fresh, frozen, and processed fruits and vegetables. 

The first impressions of the participants are excellent. Producers emphasized how much direct contact with customers means to them, especially in their home country. The buyers were simply delighted with the organization, the efficiency of the meetings, and the selection of products from Serbia and the Western Balkans. Both parties expect to establish partnerships and conclude sales agreements in the following period.

For more information about the event, see: Press Release – Agro Belgrade 2024