Croatia

Jasminka Gršković, a 50-year-old family farm manager, has built a unique business that combines tradition, sustainability, and innovation. She specialises in processing sheep wool into eco-friendly products such as dryer balls and lavender-scented anti-stress balls for therapeutic use. In addition, she produces high-quality extra virgin olive oil, making the most of the natural resources available on her farm.

Her journey into entrepreneurship began eight years ago when she noticed something most people overlooked—the vast amount of wool discarded after sheep shearing. “I watched my husband shear the sheep and throw away the wool, considering it useless because it was smelly and dirty”, she recalls. “That’s when I realised this so-called waste could be turned into something valuable”. Driven by this idea, she started working on ways to process the wool and officially launched her business that same year. She then took the next step and decided to brand her products, ensuring they stood out in the market.

However, running a small business comes with challenges; for Jasminka, bureaucracy has been one of the biggest obstacles. “I am often told that my business is too small to receive any kind of support or encouragement”, she says. The complex administrative procedures required to access funding and assistance make it difficult for small producers like her to expand or maintain their operations. When asked about the support she needs to overcome these challenges, she highlights several key areas: “Balancing family life and business is a constant struggle. I also need further training to develop new skills, and most importantly, I wish the paperwork and bureaucracy could be reduced. I don’t want to become a large-scale business—I just want to sustain my small enterprise without unnecessary hurdles”.

Despite these difficulties, her love for her work keeps her going. “I love spending most of my time in nature and especially enjoy working with children through wool workshops. It’s gratifying to teach them about traditional crafts and sustainability. I also love that my business is based on reusing waste in an environmentally friendly way”.

One of the most significant advantages of her participation in the GRASS CEILING project has been the opportunity to connect with other women entrepreneurs in her area. “Thanks to this initiative, I’ve strengthened my relationships with other women farmers and business owners. It has helped me stay informed and solve problems more quickly.” 

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.”

Ines Dundović, a passionate agronomist from Croatia and participant in the Croatian Living Lab of the GRASS CEILING project, has dedicated her career to sustainable vegetable production, processing, and distribution. At 38—almost 39—she has built a business around locally grown food, ensuring that fresh, high-quality produce reaches the tables of families, kindergartens, and schools in her community.

Her journey began in 2015 when she and her family purchased an estate and cultivated vegetables. “Growing food locally was always my goal,” she explains. “I wanted local citizens to have access to fresh, healthy food and, at the same time, encourage others to do the same. It’s not just about farming—it’s about changing awareness and fostering a stronger agricultural community”.

What makes her business unique is its deep-rooted commitment to sustainability and local supply chains. By prioritising short distribution routes, she ensures that her produce maintains its nutritional value while reducing environmental impact. More importantly, her work serves as a model for others, proving that small-scale farming can thrive when integrated into local food systems.

However, the road to success has not been without challenges. “When I first started, agriculture in my area was dominated by older men,” she recalls. “As a young woman, I wasn’t taken seriously. When I got on a tractor for the first time, people assumed I was just pretending. They thought I didn’t belong.” Over time, however, attitudes shifted. As more women entered the industry and proved their capabilities, the landscape of Croatian agriculture began to change.

Despite this progress, bureaucratic hurdles remain one of the biggest obstacles for small farmers. “Paperwork and long administrative processes slow everything down. Many great projects have failed because it can take a year or two just to get approval. By then, many farmers run out of financial resources or lose motivation,” she says. While her location in Križ, just 20 km from Zagreb, provides good logistical connections, access to funding remains a critical issue. “Local funds exist, but they’re small. National and EU agricultural funds are available, but they are underutilised. Farmers need more support”.

For Ines, the most rewarding part of her work is knowing that she is contributing to the health of her community. “I produce healthy food, and I see the impact it has. We always say that food is the best form of prevention—eating fresh, local food keeps us healthy and reduces the need for medicine. I love knowing that people recognise what we’re doing and that others are starting to follow the same path”.

She is also well-connected with other women in agriculture. “Many female farmers are in our area, and we support each other. Initially, some of them were sceptical about how I was doing things, but now we collaborate and share our experiences”. Across Croatia, more and more women are stepping into leadership roles in agriculture, proving that farming is no longer just a man’s world.

Her advice to other women looking to start their businesses? “Find your idea and believe in it. We all have innovative ideas, but the key is determination. Start doing, don’t give up, and keep pushing forward. The challenges will come, but so will the rewards.”

Silvija Terlević, a farmer from the Poreč area in Istria, has dedicated her life to breeding autochthonous livestock. She raises the Istrian Boškarin cattle breed and the Croatian Coldblood horse, both deeply rooted in the region’s heritage. She is one of the Croatian Living Lab members of the GRASS CEILING project.

Her farming journey began after closing the fruit and vegetable shops she had run for years. “When we closed the shops, we started the farm with Istrian cattle breeds. It completely changed our way of life”, she explains. By focusing on these traditional breeds, she continues the legacy of her ancestors, ensuring the survival of animals that were once essential to Istrian agriculture. One of the biggest challenges she has faced is securing land. “The hardest part was obtaining land from Croatian forests or agricultural land from the municipality. That was the main struggle”, she recalls. Resource access remains a significant barrier for many small farmers, particularly women.

Silvija believes better access to information would be the most valuable support for women in agriculture. “You can never have too much information. Women need to be well informed about opportunities and resources”, she emphasises. Education, training, and guidance on agricultural policies could significantly improve conditions for female entrepreneurs in rural areas. She sees collaboration with other women as an essential part of progress. “It’s always easier to find solutions through communication with women. Working together would be motivating and encouraging”, she notes. Strengthening networks among female farmers could lead to new opportunities and shared solutions to common challenges.

What she loves most about her work is her deep connection with animals. “I love my animals, being with them day and night. I love to ride, hug the horses, and feed them. You can’t describe it; you have to experience it”, she says. Her passion for farm life reflects a broader commitment to preserving traditional rural practices.

Her advice for those considering starting a rural business is clear: “Life in the countryside, working with animals, is a great choice, and also an important one. If there are no villages, there is no life.” Her words highlight the importance of maintaining rural communities and traditions, ensuring they remain vibrant for future generations.