In northern Bačka, in the village of Aleksa Šantić, among the neatly arranged rows of hazelnut trees, one of the most successful agricultural stories of modern Serbia is unfolding. On the estate of the Ferrero company, where science, technology, and agrarian tradition converge, a roundtable was held where representatives from Serbia and Italy confirmed their continued joint path toward establishing the first Hazelnut Excellence District in Western Bačka.
During the meeting, it was highlighted that Minister Glamočić, in his first term more than ten years ago, had signed the Memorandum of Understanding between the Ministry of Agriculture, Forestry and Water Management and Ferrero.
Today, Serbia is a reliable and long-term partner in the hazelnut production sector, and cooperation with Ferrero is considered one of the most successful examples of foreign direct investment in Serbian agriculture, as emphasized during the discussion.
The meeting was attended by Prof. Dr. Dragan Glamočić, Minister of Agriculture, Forestry and Water Management; Luca Gori, Ambassador of the Republic of Italy to Serbia; Marco Bota, Director of Ferrero Group; and Ettore Fontana, Director of AgriSerbia.
The event gathered numerous producers, experts, and media representatives and sent a clear message — Serbia is entering a new phase of cooperation with one of the world’s largest hazelnut processors.
From Vision to Reality
When Ferrero began its investments in Serbia in 2014, the idea was long-term — to develop a stable, modern, and environmentally sustainable hazelnut production.
Today, eleven years later, that vision has become a reality.
The AgriSerbia d.o.o. estate covers 600 hectares of hazelnut orchards, with an average annual yield of around 1,000 tons, though production potential can reach up to 1,800 tons depending on climate conditions.
Irrigation is carried out through a drip irrigation system, enabling minimal water consumption and precise yield control.
The entire estate holds the SCS sustainability certificate, confirming compliance with the highest environmental and production standards.
“This estate is not just a production site but a living laboratory — a place where research, practice, and farmer education come together,” explained Ettore Fontana, Director of AgriSerbia.
“Our goal is not to be the biggest, but the best — and to share the knowledge we gain here with local producers.”
So far, Ferrero has established several nurseries in Serbia, from which more than 1.8 million hazelnut seedlings have been distributed. This has enabled the establishment of over 3,360 hectares of new plantations, as well as the export of about 500,000 seedlings to Romania and neighboring countries.
The company currently cooperates with over 680 agricultural holdings, of which 620 are smaller than 10 hectares, demonstrating its strong focus on family farms and local development.
Science, Youth, and Trust as Foundations
At the roundtable in Aleksa Šantić, Prof. Dr. Dragan Glamočić, Minister of Agriculture, Forestry and Water Management, emphasized that cooperation with Ferrero represents
“an example of how a serious company and a state can jointly build a long-term development strategy.”
“We want the Excellence District to become a model for all branches of agriculture — from fruit growing to dairy farming.
Serbia has the knowledge, the land, and the people, and now we are building a system that will last for decades,”
said the Minister, announcing the formation of a working group that, over the next six months, will define a roadmap for developing the first Hazelnut Excellence District.
This model will integrate universities, advisory services, and producers into one functional system.
The first pilot district will be established in Western Bačka, where there is the highest concentration of modern orchards and the best infrastructure for developing specialized production.
Serbia in Numbers: A Growing Potential
“The plan is to raise Serbia’s hazelnut production to 40,000 tons in the next ten years,” said Minister Glamočić.
According to data from the Ministry of Agriculture, the total area under hazelnuts in Serbia amounts to 8,718 hectares, with an annual production of 8,910 tons.
The average yield is 1 ton per hectare, though in intensive orchards it reaches up to 3.6 tons.
Most production is located in Vojvodina (44%), followed by southern and eastern Serbia (24%), Šumadija and western Serbia (23%), and the Belgrade region (9%).
In 2024, Serbia exported 1,759 tons of hazelnuts worth €5.7 million, with 92% of exports going to Italy.
At the same time, Serbia imported 740 tons, mostly from Turkey, showing that domestic production still does not meet demand — yet the potential for growth remains enormous.
Italy as an Ally, Not Just a Buyer
The Ambassador of Italy, Luca Gori, emphasized that agriculture remains one of the key elements of bilateral cooperation:
“Ferrero is the most significant Italian investor in Serbian agriculture and a symbol of the long-term partnership between our two countries.
Italy will continue to support Serbia in developing sustainable agriculture and improving production quality,” said Gori.
This cooperation — economic, technical, and institutional — forms the foundation for the sector’s future development.
Serbia is positioning itself as a regional hub for hazelnut production and processing in Southeast Europe, while Italy, traditionally a buyer, is becoming a partner in knowledge and technology.
The Ferrero Model: Long-Term, Responsible, Sustainable
Marco Bota, Director of Ferrero Group, reminded participants that cooperation with Serbia began over a decade ago when the first Memorandum of Understanding was signed with the Serbian Government.
“When we started this project, we were guided by a long-term vision.
Today, we can say that Serbia has become one of the key pillars of our European hazelnut production.
Our goal is not just purchasing, but building a system that connects knowledge, farmers, and institutions.
Serbia is an example of how patience and joint work can create sustainable agriculture,” said Bota.
He added that Ferrero will continue to invest in education, research, and the development of local communities.
Over the next five years, the company plans to expand its support programs for small producers and improve nursery production, enabling Serbian farmers to produce a greater share of planting material themselves.
The Power of Numbers and Vision
Today, Ferrero purchases between 22 and 27% of global hazelnut production, supplying the world market with its brands such as Nutella, Ferrero Rocher, and Kinder Bueno.
With production facilities in 37 countries and sales in over 170 markets, the company achieves an annual turnover exceeding €18 billion, increasingly directing its investments toward sustainable agriculture and the circular economy.
For this reason, Serbia plays a special role in Ferrero’s global strategy — not as a raw material supplier, but as a partner in development.
The Future: The Excellence District as a New Model
At the conclusion of the event, Minister Glamočić stated that the government will continue to support the development of the sector through incentive measures, IPARD programs, digitalization of production, and the creation of Excellence Districts as a new model of regional development in Serbian agriculture.
“Our goal is for Serbia to become recognized in the coming years as a country of high-quality hazelnuts and responsible production.
We are connecting knowledge, science, and business to create a new generation of farmers who will remain in rural areas and live from their work,” the Minister emphasized.
Symbolically, under the shade of young hazelnut trees in Aleksa Šantić, the first decade of cooperation between Serbia and Ferrero was rounded off — while simultaneously opening a new chapter where knowledge, innovation, and trust will become the foundation of the new agricultural map of Serbia.
