The Director of the Agribusiness Sector of the Voli company, Jaroslav Stupavski, at Food Talk, a regional food conference held at the Podgorica City Museum, emphasized that the Voli company recognized the importance of authentic domestic food production as one of the key drivers of economic development in Montenegro. Voli sees authenticity and value in food production that should become a recognizable symbol of Montenegro and its tourist offer.
Speaking at the panel "Destination Branding through Gastronomy and Locally Originated Products," Stupavski said that he believes that domestic production must have a central place in the development of our country.
"Although we have a small number of food producers today, we are convinced that Montenegro's greatest potential lies precisely in this area," said Stupavski.
From trade to agriculture – Voli builds domestic self-sustainability
Stupavski recalled that the Voli company made a strategic leap back in 2018 - it expanded its activities from the trade part of its business to agricultural production, with a clear vision of producing as much food as possible in Montenegro.
"Today, Voli produces more than 1.500 tons of mostly vegetable products annually, while as much as 40 percent of the fresh pork needs in Voli's stores come from its own farm in Spuž, making it the largest pig producer in Montenegro," said Stupavski, emphasizing that they produce everything that can be produced.
The Voli company emphasized that the potential of agriculture is even greater than in tourism.
Stupavski emphasized that Voli, through its brands Naša bašta and Naša farma, has become synonymous with quality domestic products that have gained the trust of consumers and built a strong identity on the market.
Incentives for domestic producers
The Voli company, as Stupavski reminded, has been actively cooperating with domestic producers from different parts of Montenegro for years, especially from Tuzi and Zeta, where quality, but limited in quantity, products are recognized.
"That's why we have to go to them through state projects, so they can get larger areas and expand their agricultural production," he said.
He emphasized that Voli pays domestic producers for purchased products within 24 hours, which provides a strong financial incentive and business security.
As a leader in the domestic market and a company that connects production, processing and distribution, Voli shows by its example that Montenegro can build a sustainable and competitive food production system.
The company said that without increasing domestic production and investing in agriculture, it is difficult to create serious competition with imported products. Therefore, as they state, Voli is ready to continue building a value chain through partnerships with farmers and institutions that will position Montenegro as a country of quality and authentic food," Stupavski said.
The Director of the Agribusiness Sector of the Voli company pointed out that Montenegro currently uses only 18% of agricultural land, while the domestic offer in the tourism sector is only 3%, which, he says, indicates that the untapped potential is large.
Branding Montenegro through food
It was particularly emphasized that the preservation of Montenegrin gastronomic tradition is of exceptional importance, and that authentic Montenegrin dishes are increasingly attracting attention at fairs across the region, confirming that food can be one of the strongest ambassadors of the country.
"The process of branding local food begins in the field and ends on the consumer's table. Food is often the first thing tourists experience about Montenegro, so we must have a product that we can proudly offer to the world," he said, among other things, at the conference.
"Food Talk" is a brand that brings together the region's most famous names from the world of gastronomy, embassies, hotels, restaurants, wineries, agricultural farms, as well as companies involved in food production and processing.
The program included six panels, and participants had the opportunity to taste a large number of local specialties and wines.
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