After 15 years of working like as an economist at the bank in a leadership position, Ivana quited and announced that she would devote to the production of homemade sweet and jam, and all were in diesbelief. Today, a year after, the fruity fragrances again spread into a family rural household in Radovci, the village in the foothill of Zlatibor slopes, and everyone is coming on the fall sweet tablescape – wiithout exceptions.
Village, local fruit, grandmother’s traditional recipe and Ivana – female entrepreneur
Ivana’s story began at the moment when she decided to make a positive change, not only in her life, but also in society. For her, going to the village and cooking sweets and jams with grandmother, of local fruits picked from their own orchard, has always been the most precious moments which neither time or great business duties have been torn off. These unforgettable flavours and tastes she wish to return on our tables again. The idea was created one day while she was walking through the village and wondering what we still lacked for happiness and true enjoyment – she knew that the local and traditional flavours came from households of our old ancestors. She wondered what if others tried what her grandmother was learning her, and that was the crucial in starting a new story. From idea to its realization has not passed much – Ivana used all her business knowledge and that for years inherited and very soon cooked the first modest tour of sweet and jam. Convinced in unforgettable quality and unique homemade taste, she decided to enter the market like a small producer, with idea that even the most choosy people will return to take a jar of sweets and jams that she produce.
Why Ivana’s Slatka jesen is so special?
Everything that grandmother has taught her, she implements in her homecraft. Clean air, fertile ground and ecologically preserved environment gives high quality fruit. And right local fruits from Western Serbia it makes a secret ingredient – without it there is no a real jam, neither a real sweet with which we treat our selves and dear ones. Her specialty is reflected in a grandmother’s recipe. Ivana doesn’t put artificial flavours, or taste enhancers; unforgettable taste and sweetnes mostly comes from natural fruit sugar, without additives and preservatives. Everything is local, pure, originated from our country. You will be surprised when you hear that Ivana each tour made alone, and even more that she also has designed jars and her brand with a big smile and faith in specialty and authenticity. In that way, she bring together a tradition, local product and modern packaging.
Ivana, what do your customers say?
„If they buy first time because of the nice design and desire to taste this homemade sweet and jam, the second and every next time they come back because of homemade authentic taste.”
Affirmation of social, local and women’s entrepreneurship
With this move, Ivana is not only focused on gaining profit. An idea is to create a better quality of market and to make the influence the positive change and strenghten the domestic economy. With its idea and today’s recognizable Serbian brand, Ivana supports local entrepreneurship and especially courageous women to devote themselves, believe in themselves and start their own entrepreneurial story. Ivana’s Slatka jesen is always part of story that supports small producers and you will often have opportunity to see it at domestic ethno food fairs, but also international, because she wants to show its brand Slatka jesen, a real sweet treasure that Serbia has.
The autumn in Serbia is so sweet!