Croatia

Rural women take center stage at GRASS CEILING showcase in Vilnius

Croatia, General, Ireland, Italy, Lithuania, Netherlands, Norway, Scotland, Spain, Sweden /

The GRASS CEILING Project consortium is excited to announce its participation in AgriFood Lithuania 2024. The event will serve as the backdrop for the project’s second Showcase event, highlighting the remarkable achievements of its first year.



Showcase and Consortium Meeting. The annual Showcase event will take place on 26th November, followed by the 3rd Consortium meeting on 27th November. The Showcase will offer a platform to inform partners and external stakeholders about the project’s progress, including key deliverables and the pivotal role of Living Labs. Here you will find the agenda for this event.

Spotlight on Women Entrepreneurs. A particular highlight of the event will be the inspiring stories of nine women entrepreneurs participating in national Living Labs. These women will share their entrepreneurial journeys, goals, and how their involvement in the Living Lab is supporting their aspirations. Participants include Ines Dundovic (Croatia), Karen Keane (Ireland), Annalisa Pellegrini (Italia), Juste Jankauskiene (Lithuania), Anita Rennemo Galaen (Scotland), Aoife Gould (Scotland), Amada de Salas (Spain), Emma Hartelius (Sweden), and Irene Beukeveld-Evers (Netherlands).

Project Results and Future Directions GRASS CEILING will also present findings from various work packages. Topics include:

The consortium meeting on 27th November will delve deeper into the project’s work plan, with a special focus on the Online Training Academy and MOOC modules workshop, led by Laura Quijano from CIHEAM Zaragoza.

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From Law to olive groves: Birgit Boljun’s journey of tradition, passion and empowerment from the Living Lab of the GRASS CEILING project

Croatia, General /

Birgit is a dynamic, determined woman from Istria, with a diverse background that spans law, business, and agriculture. Until recently, Birgit worked as a lawyer, while managing a successful security company with a team of 110 employees, predominantly men. However, her true passion lays elsewhere—olive growing, a hobby she inherited from her grandmother.

For Birgit, olive growing is a way to honour her grandmother’s legacy and preserve a piece of Istrian culture. It represents sustainability, tradition, and a personal commitment to cultivating something lasting and meaningful. Through her dedication to the craft, Birgit found a new passion, one that is as rich and enduring as the olive oil she produces.

After receiving a grant for young farmers through the Rural Development Programme, Birgit made the decision to transform her hobby into a full-fledged profession. Birgit had no formal background in agriculture, but her determination fuelled her to dive into the world of olive growing with full commitment. She sought out mentors, attended workshops, and learned everything from the science of soil health to the art of producing high-quality olive oil. Every step along the way was a learning process, but one Birgit embraced with enthusiasm.

Despite facing scepticism and derogatory remarks about women working in agriculture, Birgit never wavered.

Today, Birgit proudly identifies as a passionate advocate for justice, equality, animal rights, and women’s empowerment. She embodies the spirit of resilience.

The GRASS CEILING project is helping Birgit expand her network of Croatian women entrepreneurs. She’s also gaining valuable insights and knowledge that will undoubtedly support the growth of her olive tree business.

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Marijana Svetić: The heartbeat of rural entrepreneurship in Lika (Croatia) and member of the Croatian Living Lab of GRASS CEILING

Croatia, General /

Located near the birthplace of the great Nikola Tesla, often credited as the inventor of the electric motor, Marijana’s family business thrives on innovation and tradition.

Marijana is a mother, human rights defender, student, farmer and innovator. On her path to rural entrepreneurship, she has combined the old with the new to create something truly unique and meaningful.

Her latest project involves breathing new life into discarded oak wood to create stunning table lamps, each named after the visionary Nikola Tesla. Marijana has also started to explore wood jewellery making and the endless possibilities of this beautiful, natural material.

She works in disaster management, making sure her community is safe and prepared every day. But her passion for sustainability and creativity doesn’t stop there! She produces fresh vegetables and high-quality meat on her family’s farm. She is also the proud winner of second place in the competition for the most exemplary village women in Croatia in 2021.

She believes in the power of education and wants to connect her work with educational institutions. She is a true inspiration for the next generation of rural entrepreneurs.

Marijana’s main message is: let’s be open-minded, innovative and support each other. Our potential is limitless and our contributions are invaluable!

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GRASS CEILING Croatian Living Lab convenes to identify megatrends and key players in addressing challenges faced by rural women entrepreneurs

Croatia, General /

The 5th meeting of the GRASS CEILING Croatian Living Lab took place on May 27 and 28, 2024. On the first day, the Living Lab participants were warmly welcomed by Living Lab participant Ana Kovačić in Ledina (Zagreb County) at the Kovačić family farm.

Ana gave us a tour of her blueberry and currant plantation and showed us the fruit products. The positive energy of the Living Lab women stimulated a fruitful discussion about rural women and their future. It was a pleasure to see how enthusiastically the Living Lab participants talked about their progress and how supportive they were of each other.

The second day was reserved for Razljev, where the Veggie company of our Living Lab participant Ines Dundović is located.

The main event of the fifth Living Lab was the foresight analysis, where the Living Lab participants and stakeholders (in groups) identified some political, administrative, economic, technical, technological, social and environmental megatrends and key players for future challenges. After the foresight analysis, the Living Lab participants held a workshop on digital marketing.

There were several stakeholders participating in the 5th Living Lab and they were excited to see how much knowledge about rural entrepreneurship and innovations these women have and how many plans they have for the future.

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Grass Ceiling project webinar focuses on enhancing social media management for rural businesses

Croatia, General, Ireland, Spain /

The GRASS CEILING project hosted a webinar on improving social media management, bringing together project partners and innovative women from the project’s Living Labs. The webinar, led by CIHEAM Zaragoza, underlined the importance of starting with a solid strategic communication plan.

Throughout the session, three women entrepreneurs from the GRASS CEILING project’s Living Labs, with extensive experience in social media management, shared their experiences in managing their social media presence. These were Lucía Velasco, a rural influencer and a cowgirl from the Principality of Asturias (Spain) – as she likes to define herself, passionate about promoting rural life and traditions; Karen and Natalie Keane, two chocolatier sisters and promoters of the Bean and Goose brand in Ireland, known for their innovative and delicious creations; and Jasminka Gršković, a teacher and entrepreneur, inventor of lavender-scented wool sensory balls for hand muscles.

The importance of a strategic communication plan

“Effective social media management depends on a well-developed communication plan,” explained Laura Gil, a journalist from the CIHEAM Zaragoza Communication Unit and responsible for speaking on Social Media Content Strategy. “This plan should carefully consider the target audience, desired outcomes, communication channels, and messaging strategies. Identifying the right platform to reach your audience is crucial, and it can be a complex task.”

Laura Gil stressed the importance of consistently publishing content with a pre-established calendar because it helps to build audience loyalty and avoid losing momentum. She also spoke about continuously monitoring trends in each sector to stay up to date and adapt your own approach if necessary, aligning it with goals and interests of the target audience. Finally, knowing how to use the right tools is essential, taking advantage of social media management platforms to optimise tasks, scheduling and monitoring processes.

Lucía Velasco: authenticity and empathy for greater impact

Lucía Velasco offered a captivating presentation that served as a powerful reminder of several key principles. She emphasised the importance of authenticity, “being true to what you do and who you are”. Her message defended the value of positive communication, advocating for the use of motivating and inspiring language. Lucía also underlined the importance of empathy, urging the women to connect deeply with the work they do to achieve a more impactful outcome.

In addition, she highlighted the need to establish a clear communication process, “because it ensures that information is disseminated efficiently and accurately” and to always be very well informed “to avoid disinformation and be more credible.” Finally, Lucía emphasised the opportunity to be a spokeswoman for women in rural areas. “Our networks are a platform to amplify our voices and defend our causes.”

Bean and Goose, or the power of pursuing dreams from home

Sisters Karen and Natalie Keane, the creative minds behind Bean and Goose, exemplify the power of pursuing dreams from the heart of the home. Their passion for creating something meaningful and offering delicious chocolate experiences is evident in everything they do.

Driven by a clear vision of building a strong brand, the Keane sisters ingeniously use chocolate as a medium to celebrate Ireland’s rich cultural and natural heritage.

Social media is a vital platform for them. They use it to connect with customers and followers, highlighting the unique value proposition of their products. Their approach goes beyond simply selling chocolate. They strive to provide useful information and cultivate a sense of connection with their audience, ultimately generating trust and loyalty to the Bean and Goose brand.

Jasminka Gršković: constant learning

For Jasminka, the importance of mentors cannot be overstated when it comes to shaping the business model. She pointed out that their guidance can help us navigate challenges and pave the way to success. “Learning how to create a business plan that leverages the power of social media is essential”. Jasminka also highlighted the value of both professional training and observation. “By establishing a strong online presence and becoming a reliable source of information, we can position ourselves as thought leaders for our target audience, including potential customers seeking solutions.”

While she acknowledges that video content may not be her personal preference, Jasminka recognises the importance of exploring different communication channels. This openness to learning and embracing new approaches is a valuable lesson for any entrepreneur.

Jasminka’s perspective highlights the valuable insights we can gain from unexpected sources. Young people, often considered digital natives, can offer valuable guidance and expertise in navigating the ever-evolving landscape of social media. “I, in fact, learn every day from my daughter”.

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Ana’s Berry Haven: A story of tradition and entrepreneurship in the Croatian Living Lab of the GRASS CEILING project

Croatia, General /

Ana’s Orchard, an oasis of berries, herbs and flowers, is located in the rural part of Zagreb County. Ana is a spirited and determined entrepreneur who has turned her grandmother’s recipes into a thriving business that celebrates the rich flavours and healing properties of nature. Ana Kovačić is also an active participant in the Croatian Living Lab of the GRASS CEILING project.

Ana’s Orchard is a symphony of colours and flavours. Rows of chokeberries, blackberries, raspberries and blueberries thrive under her careful watch. Fragrant mint, soothing lavender and elderberry bushes prosper amongst the berry bushes.

But Ana’s work does not end in the orchard. In her cosy, sun-drenched kitchen, she uses her grandmother’s recipes to make a variety of traditional products, such as jams, tinctures, liqueurs and syrups, all made by hand using natural preservation methods.

Ana is not only a farmer and entrepreneur, she is also a mentor and advisor. Her passion for her business goes hand in hand with a desire to pass on her knowledge. She has summarised her years of experience in a booklet, “Health through berries” (“Bobicom do zdravlja“), a comprehensive guide on the benefits and uses of berries.

Her vision also extends to the next generation. Ana gives workshops on wild fruits in her orchard. She teaches children about the wonders of nature and the importance of preserving traditional practices.

Ana believes that women are creators, capable of nourishing both the land and the community. Ana is the best example of the incredible potential of women in agriculture.

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“Yesterday shock, today sadness, tomorrow action and we move on!” Ines Dundović recounts the fire in her company

Croatia, General /

One of our friends, a participant in this Project and manager of an entrepreneurial company in Croatia, is going through a difficult time. From this page and on behalf of the entire GRASS CEILING consortium, we want to show our support and solidarity with her.

Just a few days ago we were talking about Ines Dundović, a Croatian producer and processor of plant products, entrepreneur and director of the Veggie Company, with three stores in the Zagreb region.

This week we learned that an unfortunate accident caused a fire in their facilities, resulting in the loss of a significant part of their stock and warehouses.

She herself has recounted the episode on social media with the strength and drive that characterises her: “Yesterday shock, today sadness, tomorrow action and we move on!” As Ines has said before, proclaiming to the four winds and with energy “WHAT DOESN’T KILL YOU, MAKES YOU STRONGER!” She went on to thank everyone for the demonstrations of the physical, technical and moral support she has received and the invaluable collaboration of the firefighters in her area.

From this project website we want to highlight that our exceptional entrepreneur, Ines, even though she experienced a fire on her property, which shook her up, she has also demonstrated remarkable strength and resilience, continuing to work with enthusiasm as she prepares the property for renovation. We wish her every success!

And this is the spirit of GRASS CEILING’s entrepreneurial women. Nothing stops them, they are always looking ahead, never back.

So, Ines, we send you our heartfelt encouragement in the recovery of your business. We know that you are going to do very well and from here we will continue to share the news about everything you do to make your work and achievements visible.

A big hug from the entire human team of GRASS CEILING. We are all with you!

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Ines Dundović, director of Veggie, a company with three shops in the Zagreb region, participates in the Croatian GRASS CEILING Living Lab

Croatia, General /

Veggie is a vegetable production and processing company co-founded by Ines Dundović, one of the youngest participants in the Croatian GRASS CEILING Living Lab.

Veggie started out drying tomatoes and today supplies fresh and processed vegetables to restaurants, schools and Gruntek, the largest marketer of organic vegetables with direct sales to the end consumer through weekly vegetable boxes.

Since its inception in 2015, Ines has managed to open three Veggie shops, where she sells her fresh and processed vegetables, to which she has added the products of other local producers. Undoubtedly, Ines is contributing a lot to the development of agriculture in the Zagreb region.

Ines has been working on her parents’ farm all her life and it was after finishing her studies in horticulture at the Faculty of Agriculture in Zagreb that she started Veggie. Recently, the business has expanded to include rural tourism. Ines is a communicative woman who likes to share her knowledge. She is very active in her local community. In fact, she chairs her community’s agricultural committee, which she helped to set up. She has participated in many European projects which have allowed her to acquire new knowledge and to travel abroad a lot to learn about good practices.  

Ines stresses that the greatest benefit of the GRASS CEILING project lies in the creation of networks of women innovators.

Ines Dundović, director of Veggie, a company with three shops in the Zagreb region, participates in the Croatian GRASS CEILING Living Lab Read More »

Vesna Jakić: A sheep wool ambassador on the Croatian island of Cres

Croatia, General /

Vesna Jakić is a Croatian entrepreneur who participates in the GRASS CEILING project’s Living Lab in Croatia. She works with local wool as a raw material in her company RUTA Wool & Design. In addition to creating original wool designs, Vesna recovers sheep wool that is often abandoned in the fields of the island of Cres (Croatia), thus providing a solution to a serious environmental problem and allowing her to produce island souvenirs by processing the original wool.

Vesna’s work is making a difference on the island of Cres and her products are certified as Croatian island products.

However, Vesna, a textile designer, never knows what her next wool inspiration will be. Before her current business, she led the Ruta association for 20 years, focusing on improving the quality of life on Cres. Already then, her projects were based on the use of wool as a raw material, she taught felting courses and organised numerous craft and art events.

It can be said that Vesna is an ambassador of sheep wool, a material that is no longer used on the island of Cres.

Her greatest passion is working with young people and children. That is why she teaches felting in schools and students come to her to practise. She has led many local and European projects where children have acquired felting and sewing skills. As part of these projects, children also explore the island of Cres and learn about local plants, nature, and the sea… All with the aim of helping them become more aware of the importance of nature, their local environment and sustainable development.

This innovative woman began drawing clothing models at the age of nine and received her first sewing machine at the age of fourteen. She later graduated in Textile Design and Fashion from the Faculty of Textile Technology in Zagreb. After completing her studies, she returned to the island of Cres, where she now lives and has made, in her words, a dream come true.

For Vesna, GRASS CEILING is “a great opportunity to network with innovative Croatian women” and she assures that the biggest benefit of the GRASS CEILING project is “the exchange of knowledge, especially of solutions to the many obstacles they face on a daily basis.”

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GRASS CEILING Croatian Living Lab’s 4th meeting hosted by two of its women innovators

Croatia, General /

The GRASS CEILING Croatian Living Lab (EWE) held its fourth meeting on the islands of Cres and Krk. These islands are home to two of our Living Lab participants, Vesna Jakić and Jasminka Gršković, who are innovators working with wool, olive oil, and wine production. The main programme took place at Moise Palace. Vesna hosted the Living Lab on Cres, and Jasminka hosted it on Krk.

Following the official meeting, which included an innovation process session and a stakeholder session, Vesna offered a wet felting workshop for the Living Lab participants and project team. She also introduced the team to her handicraft business and the Ruta Cres association.

On the second day, the Croatian Living Lab members visited Krk and Jasminka’s family farm. After a meeting with the city authorities, Jasminka hosted a dry felting workshop for their colleagues in her olive grove, where they learned how to make woollen Easter eggs.

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