Strengthening Local Markets: 99 Small Producers Join Online Sales Platform to Connect with Consumers
At the beginning of 2024, the Big Small Businesses project (the Project) partnered with the Small Food Producers in Serbia online platform to introduce “Small Food Producers in Serbia Academy” to help rural producers overcome key challenges in market access, legal knowledge, and marketing. This initiative was implemented in response to challenges identified among small producers, such as limited familiarity with legal requirements, e-commerce, and food safety standards. To address these issues, the platform developed a comprehensive educational program, which included 15 online videos with expert guidance on registration, regulatory compliance, facilities management, financing, marketing, and sales. Additionally, local bazaars were held in Novi Pazar, Negotin, and Niš to raise awareness about the Academy and encourage new participants to join the platform
The results have been remarkable. The educational videos, shared on YouTube, Instagram, and Facebook, reached a total of 1.9 million views—far exceeding initial expectations of 100,000 views. Digital engagement on social media platforms also saw significant growth: Instagram followers increased from 14,000 to 19,500, YouTube subscribers doubled to over 1,200, and the Facebook community grew by 10,000 members. Furthermore, the initiative attracted 99 new producers to the platform, including 46 women-owned businesses, surpassing the initial target of 50 new participants. As a result of the targeted campaign and all the activities mentioned, the online store on the platform recorded an increase in sales, even 50% in October compared to September.
The Small Food Producers in Serbia platform, established in 2019, connects rural food producers with urban consumers and played a critical role in supporting small households during the COVID-19 pandemic. What began as a Facebook group has since evolved into an online marketplace, store, and Academy—becoming a cornerstone privately owned initiative that empowers producers with essential resources to navigate complex market demands and e-commerce. The Project is proud to support their transition toward becoming an independent, commercially sustainable platform.