EatFruit wants to turn agriculture into an accessible investment opportunity and build a network of producers that could eventually extend across the Adria region
After building EatFruit around the idea that modern agriculture can bring together production, investment and technology, Milan Mačvan is looking beyond Serbia. His ambition is to develop a larger production system that connects growers under common standards and opens new opportunities for investment and market access. By 2030, EatFruit aims to become Serbia’s largest fruit production system – with regional expansion intended as the next step.
Investors across the Adria region still tend to associate investment primarily with real estate, financial markets or traditional businesses. Why do you believe agriculture can become a serious alternative asset class, and what could EatFruit Invest offer investors from across the region?
EatFruit Invest gives people an opportunity to invest in something tangible and closely connected to our region – agriculture and fruit trees. Just as many people are attracted to real estate because there is a physical asset behind their investment, I believe they can recognise similar value in this model.
It combines traditional agricultural production with a modern approach to investment. Investors do not have to manage orchards or organise production themselves, while they can participate in a project that connects them with nature and generates income in line with production results.
The EatFruit name can bring producers across different markets together within a recognisable regional system
That is why I believe EatFruit Invest has significant potential as an alternative investment for people across the Balkans.
EatFruit plans to bring other Serbian producers into its system. Could the next stage be an Adria-wide network connecting producers, investors, technology and major buyers across several regional markets, and what would it take to make such a model work across borders?
Yes, expansion is very much part of our plans. We have already brought individual producers into the EatFruit system, and our goal is to increase their number significantly over the coming years.
We want them to operate according to common standards, while EatFruit supports them in bringing their products to market and creating opportunities that would be more difficult for individual producers to access independently.
Your ambition is to make EatFruit Serbia’s largest fruit producer by 2030. If you achieve that, what comes next in regional terms – further expansion, partnerships with producers across the Adria region, or transforming EatFruit into a broader regional investment platform?
Our goal is to become Serbia’s largest fruit production system by 2030 and then expand across the region.
We see opportunities in Montenegro, Croatia and Bosnia and Herzegovina to develop production adapted to the crops and conditions of each individual market. The EatFruit name can bring these producers together within a recognisable regional system.
