Ana Kovačić, a farmer and artisan from Zagreb and one of the Croatian Living Lab women participants, runs a farm in Vrbovec on the city’s outskirts, where she cultivates berries and aromatic plants. Passionate about tradition, she processes her fruits at home, using old family recipes to create unique, handcrafted products.
Her farming journey began in 2009, driven by necessity after losing her job. “There was no work for me, so I started my plantation. Soon after the first harvest, I realised that selling raw fruit wasn’t financially viable, so I turned to processing”, she explains. From there, her business evolved organically, one product at a time.
According to Ana, what sets her work apart is the deep connection to heritage: “I produce something beautiful and natural—something people love. All our products are made using my grandmother’s recipes”. She also personalises her products with hand-painted bottles and eco-friendly packaging, ensuring that every item is both delicious and visually captivating. However, her biggest challenge was introducing her product to a market that didn’t yet appreciate them. “At the time, blueberries weren’t well-known or valued in Croatia. I had to teach people about their benefits and convince them that my products were worth trying”.
Ana’s business grew through word-of-mouth marketing, reaching customers of all ages—from children to older people. Now she wants to expand further by opening a tasting point but faces challenges due to a lack of support from the local government. “I need backing from the local administration to take that next step”, she explains. Despite her dedication, she struggles to access EU agricultural funding due to the small scale of her business. “I would love to receive support, but I don’t qualify. Being part of the GRASS CEILING project is eye-opening because it connects us with decision-makers. I hope we can find solutions together”.
Ana is deeply engaged in supporting other women in agriculture. She serves on committees for women, youth, and fruit producers. In 2018, she was recognised as an Exemplary Rural Woman by the City of Zagreb. “From these positions, I help other women by sharing experiences and creating opportunities for collaboration.”