General considerations

To implement process innovation and multifunctional farming activities, they received counseling in terms of milk processing technology, goat breeding, milking practice, and animal health that was provided by university professors from the University of Novi Sad, Faculty of Agriculture. Also, they passed different trainings and seminars regarding milk processing technology, animal breeding and nutrition, organic production, HACCP implementation, as well as, management, human resources, NLP training, business plan writing, IPA and IPARD funds application training. Despite the training, the main challenge is the state of the market in Serbia, where consumers are not used to purchasing goat’s milk products, therefore the demand is relatively low. This was one of the reasons why they decided to start the production of lyophilized goat’s milk, to make a product with longer expiration date that could be exported. The challenge with this production was finding an adequate partner because the procurement of lyophilizers and finding adequate support in Serbia is particularly challenging. Another idea to sell their products in such market conditions in Serbia, was to offer a package of rural tourism services where they can sell their products. In their opinion, this was found to be a good way to increase the profit, but also to point out the importance of traditional production and rural activities. Future activities relate to the introduction of hard goat cheese production and the production of lyophilized goat milk, which will make a foundation for the export. To achieve all this, they made several advertising campaigns that were mainly related to advertising through social networks. Additionally, there are about 700 written texts in the media about their activities. At this moment, they distribute the products by direct distribution with own delivery vehicles, through large retail chains, on-farm sales, online sales, as well as to restaurants, and hotels.