Agriculture today is no longer just a question of yield per hectare, but of production organization, technological modernization, and the ability to turn primary production into a high value‑added product. Ivan Zeković, director of MK Agri‑food division, spoke about the transformation of the agri‑food sector at the panel “From the Farm to the Future: Transformation of the Agri‑food Sector” at the XXXIII Kopaonik Business Forum, traditionally held at the Grand Hotel.
Speaking about MK Group’s new investments in the agricultural and food sector, Zeković emphasized that these investments confirm the company’s long‑term commitment to developing the agri‑food system.
“The MK Group strategy is to build a leading, vertically integrated agri‑food system that will be competitive not only in Serbia and the region, but also in the European Union market. Our goal is clear: not to export raw materials, but final products,” Zeković said.
In that context, the €100 million investment in the new Carnex factory represents one of the key steps in transforming the food industry.
“This investment represents a shift from a model based on volume and cost competitiveness to a model of high added value, technological optimization, and an integrated supply chain. Automation, digitalization, and modernization of production directly affect the competitiveness of the domestic food industry,” Zeković noted.
He recalled that MK Group invested more than €280 million in the agricultural sector in the past decade, and an additional €200 million in investments is planned for 2026–2030.
Speaking about the development of Serbian agriculture, Zeković stressed that Serbia has significant potential, but the key challenges are productivity and the fragmentation of farms.
“Our problem is not a lack of resources, but organization and efficiency. The solution is stronger linking of producers and processors through cooperative models and stable contractual relationships,” he said.
He added that the transformation of agriculture must be based on a long‑term strategy and partnership between the state and the private sector, along with opening new export markets and investing in knowledge, technology, and processing capacity.
“If we export raw materials, we export the lowest margin. If we export the final product, we export knowledge, energy, labor, and brand. That is the only sustainable model for developing the domestic food industry,” Zeković emphasized.
Discussing the key priorities for transforming Serbian agriculture, Ivan Zeković highlighted the importance of greater efficiency, productivity growth, and optimization of production processes.