Serbia is a top blueberry producer in Europe, with stable production despite quality issues in 2023 due to adverse weather. The industry faces challenges like rising labor costs and input prices but benefits from early harvests, abundant water resources, and government and EU subsidies. The predominant variety is Duke, with limited trials of others. Separately, businesses in the global market must navigate cultural differences, local regulations, and leverage technology to stay competitive. Innovation, effective supply chain management, and strong international partnerships are crucial for global success.