Serbia's apple exports, which made up 72-75% of its total shipments, have seen a decline due to a decrease in deliveries to Russia. This shift is attributed to Russia's increased imports of apples from China, leading to increased stocks and concerns about potential import bans if foreign apples are significantly cheaper. As a result, Serbian producers are pivoting to other markets such as the UAE, Saudi Arabia, India, Hungary, and Romania. The Serbian horticultural industry is discussing the need for new technologies and varieties, and is calling for increased consumer encouragement and support for local products. The government is being urged to introduce subsidies for apple exports and to stimulate domestic consumption.