In a world where everything is changing fast, there is value in what lasts – in taste, quality and connection to local tradition. This is exactly what we discussed with Aleksandar Tasić, the founder of our Yellow List, which we founded on the combination of a modern approach and respect for heritage.
Aleksandar will tell us what it looks like to build a food brand from the south of Serbia, why innovation is important even when working with old, well-known recipes – and how the preservation of autochthonous varieties can be translated into a business strategy, but also into a deeper mission.
The domestic food industry is going through important changes – the market is opening up, and the competition is getting bigger. What does the current picture of the sector look like from the point of view of one producer.
“From our point of view, we can say that the food industry has recorded development in the last decade, in such a way that the products of domestic producers are becoming more and more competitive on the open market. If we are talking about domestic producers, we can classify them into two groups. Domestic producers who have been represented on the market for many years and who have established and widely recognizable brands, and another group of new producers who have yet to find their way to success. In the first group of producers, through large investments in production capacity, expansion continued beyond borders The second group of producers is characterized, first of all, by innovations in order to differentiate their offer from the competition. When it comes to the Žuti list brand, the aspiration is to use an indigenous variety and an innovative approach in the production cycle. Our key mission in the product categories where we are represented is to assure consumers that today they can find high-quality products with recognizable flavors on the shelves of large chains.”
Modern consumers want more – not only good taste, but also authenticity, story, innovation. The question arises: how ready is the domestic market to respond to these challenges and how does it compare to global trends?
“Innovations on the domestic market do not lag behind the world market to a large extent. We can even say that in some fields, producers in Serbia are emerging as pioneers. Innovation does not necessarily mean a new product or service. It can also be related to the improvement of the quality of a product that has been on the market for many years. When purchasing, the consumer today pays attention to numerous elements, from the composition and declaration of the product, all the way to the packaging and the message that the brand sends with its performance and identity. This puts manufacturers in a situation where if they want their products to be the primary choice for consumers, they must be constantly innovative. Today we are certainly witnessing the emergence of numerous new flavors, product composition combinations, new forms of ready-to-use packaging with great development potential.”
We also touched on technology – because it is increasingly behind successful products. Which innovations and technological trends are most promising when we talk about the future of the industry.
“The future development of the sector is, above all, reflected in the optimization of the production cycle and new technological solutions in production so that companies from Serbia can be competitive on the world market. Technological development, accompanied by innovations in the field of recipes and new product flavors in combination with high quality raw materials from this area is the right path to further development of fruit and vegetable products. It is on these foundations that we are building the Žuti list brand, as recognizable high-quality products from the extreme south of Serbia.”
Behind every successful brand is coping with real challenges – from raw materials to the supply chain. What are the biggest obstacles and how does the Yellow Leaf team overcome them.
“Production in this part of the food industry faces numerous challenges in the field of the supply chain. The insufficiently developed network of primary production of raw materials makes it difficult for the smooth continuity of procurement and the production process. Faced with the same challenges through work, we as a company have given special focus to subcontractors, primary producers and the preservation of the old varieties of fruit and vegetables that we use in production. Through the campaign ‘Guardians of tradition, guardians of Kurtovska kapija’, we motivate primary producers to increase the planting of this variety of pepper that has found itself endangered under pressure hybrid, high-yielding varieties. We do this by providing seeds and guaranteeing the purchase of this pepper, which gives our products a special taste. We believe that a strong connection between primary and secondary producers is the basis of the improvement of the supply chain and further growth of production capacities.”
There are more and more brands that want to work responsibly, to leave a positive mark on the community and nature. Here’s how Zuti list thinks about sustainability – and whether it’s possible to harmonize production and ecology.
“Absolutely one of the most important elements of sustainable development. From the treatment and preservation of fertile fields for the needs of primary production, energy efficiency in the secondary production process, the position of the company’s employees, respect for demands and taking into account the impacts on the local community are all elements through which the company’s competitiveness is enhanced. proud to say that all Yellow List products are in packaging that can be up to 100% recycled.”
Finally, here is our message to our industry colleagues.
“We believe that Serbia has all the resources to build a high-value brand on the world market. When we set out on that path, we devoted ourselves especially to the development of the local community. Through the association of primary producers at the local level, mutual cooperation of producers from related branches of the food industry, continuous education of employees and innovations in the production cycle that are the result of the work of technologists from our area, the door is opened for placement on numerous demanding markets around the world. Certainly, confirmation of product quality comes primarily from consumers on the local market, as a motive and incentive to producers that they can seek their further development beyond the borders of our country. Innovation, along with synergy with other producers in numerous fields, leads to the improvement of the entire company’s operations.”
“In every jar of ajvar, every jam and every bite, there is more than taste hidden – there is a decision not to rush, to choose the best from the land we love and to stay true to our roots, even as we grow.
The Yellow List brand is not only built on recipes, but also on people – on those who know how to preserve tradition means leaving something valuable to those who come after us.
That’s why we stay here, in the south, among the peppers of the Kurtovska kapija, among the plantings and stories, among the hardworking hands that create.
And step by step – we build a taste that lasts.”