The former Serbian basketball captain has attracted more than 200 investors to his agricultural venture in just over a year. Speaking at Western Balkans 2030 in Budva, he outlined plans to make Eat Fruit Serbia’s largest fruit producer by the end of the decade, while expanding into neighbouring markets
Budva, 5 November 2026 – Montenegro could become the first international expansion market for Eat Fruit, the agricultural company founded by former Serbian national basketball captain Milan Mačvan, who aims to build Serbia’s largest fruit-growing operation by 2030. The business has attracted more than 200 investors in approximately a year through a model connecting private capital with agricultural production, and is now planning to expand its orchards, develop fruit processing operations and create a digital marketplace for regional producers.
Mačvan outlined his ambitions during the fireside chat “EAT FRUIT: Planting Capital, Growing Value” at the Western Balkans 2030 conference in Budva, organised by regional media platform The Region in institutional partnership with the Montenegrin Foreign Investors Council (MFIC).
“One of the reasons I accepted the invitation to be here is that I see potential for Eat Fruit to expand into other countries in the region. Montenegro would very likely be our first target,” Mačvan said.
The company already has investors from Montenegro and other countries, while its online platform allows prospective participants to explore investment opportunities regardless of their location.
From Professional Basketball to More Than 100 Hectares of Orchards
Eat Fruit’s origins go back to a family agricultural business established in 2008. The orchards were expanded in 2016, before the company entered a new phase in 2020, when Mačvan retired from professional basketball and became actively involved in developing the business.
Today, Eat Fruit operates more than 100 hectares of orchards, cultivating seven different fruit crops. Its focus is on production quality and meeting the standards required to supply fresh fruit to retail chains.
The next stage includes expanding organic production and strengthening the company’s position in both domestic and European markets.
But Mačvan’s ambitions extend beyond growing fruit. He wants to make agricultural production accessible to investors who lack the time, land or expertise to establish their own farming operations.
“It is a combination of tradition and innovation. Tradition, because agriculture is something deeply rooted in our thinking, particularly across the former Yugoslavia, and innovation, because today you can participate indirectly in an agricultural project as an investor,” he explained.
The idea was inspired by an Italian investment model based on olive production, which Mačvan adapted into what he describes as a modern agricultural cooperative.
More Than 200 Investors in One Year
Through Eat Fruit Invest, prospective investors can access project information, review contracts and documentation, and arrange visits to the company’s orchards before making a decision.
The current investment offering focuses on hazelnuts and pears, with additional products planned.
According to Mačvan, investor interest accelerated considerably during the second half of the project’s first year.
“We had 30 investors in the first six months, and that number increased to 170 or 180 in the following six months. Today, we have more than 200, including successful businesspeople, managers and fellow athletes,” he said.
Mačvan also outlined the financial terms of the company’s hazelnut investment model. He said it offers an expected annual return of 12.5% during the first eight years, followed by what he described as a minimum guaranteed return of 20% in subsequent years.
He explained that the projected increase reflects the gradual maturation of hazelnut trees, which take time to reach full production capacity.
However, Mačvan acknowledged that agricultural investment involves risks, including climate change and market fluctuations. He said the company had introduced insurance policies, a security fund and additional safeguards intended to protect investors.
“It is in our interest for investors to recover their money as quickly as possible, earn a return and see that the trust they placed in us was justified,” he said.
The company has also indicated that dividend payments to investors could begin during 2027 and 2028.
A Digital Marketplace for Regional Agriculture
Alongside expanding its own production, Eat Fruit is planning a digital platform designed to connect farmers and food processors directly with potential buyers.
The initiative would particularly target smaller producers who struggle with limited market access, insufficient visibility or weak bargaining power.
“We want to create a kind of online marketplace where anyone involved in agriculture or food processing could sell their products. It would be a network for people who currently struggle to sell their goods, are dissatisfied with the prices they receive or simply lack visibility because they are small producers,” Mačvan explained.
The longer-term ambition is to bring together agricultural producers from across the region, helping them reach new customers and develop more sustainable sales channels.
Such a platform could become another element of Eat Fruit’s regional expansion strategy, complementing investment in orchards and processing facilities.
The 2030 Ambition – Serbia’s Largest Fruit Producer
Mačvan’s long-term objective is to transform Eat Fruit into Serbia’s largest fruit-growing operation by 2030, supported by investments in processing capacity and partnerships with major food companies.
“My plan is for Eat Fruit to become the largest fruit producer in Serbia by 2030. At the same time, we are planning investments in processing, which is extremely important. We see hazelnuts as our main processing product, with opportunities to sign long-term agreements with major companies,” he said.
He revealed that Eat Fruit has already established contacts and reached agreements with well-known brands, although confidentiality obligations prevent him from disclosing their names.
The wider vision is to build a modern cooperative model bringing together investors, producers and agricultural expertise, enabling faster growth and a stronger presence across regional markets.
For Mačvan, the transition from professional sport to agriculture has become a long-term business commitment. His next challenge is to turn a venture that has attracted more than 200 investors into a substantially larger production and distribution network.
And if the company’s expansion plans progress as envisaged, Montenegro could be the first step beyond Serbia.
