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Created by the Public Governance Directorate

This website was created by the OECD Observatory of Public Sector Innovation (OPSI), part of the OECD Public Governance Directorate (GOV).

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Innovative response

The Ministry of Agriculture in Serbia initiated the first e-greenmarket to support the trade of fruits, vegetables, dairy products and all other products normally available at the green markets all over Serbia. The portal is available to all agricultural producers in Serbia, majority of which small or family producers, who due to the pandemics cannot sell goods on the green markets.

Specific issues addressed and anticipated impact

The registration of buyers, sellers and distributors is very simple. On the map, the buyer can easily identify a food producer in his area, check through the offering, select products and ask for delivery. Organic food is specially marked. On the first day of work, the portal was visited by more than 19,000 people, while 771 food producers were registered. In the first hour of work, a farm from Trstenik sold a ton of carrots through the portal. The solution is used not only by the individual buyers, but also by companies that supply retail chains and cooperatives. Every citizen can directly order goods from "e-greenmarket" by searching for desired products or contacting the manufacturer by phone or email. The delivery is done directly to the home address, or through courier services.

Expectations that even when green markets open again, the retail chains will continue to use the portal to procuring goods from domestic producers proved to be true. Three weeks after the state of emergency has been canceled, there are 1200+ producers active on the portal.

Organisations/institutions involved

Ministry of Agriculture

Level(s) of government:
  • National/Federal government
  • Private Sector

Issues being addressed:

  • Information and practice sharing (with public and/or internal)
  • Resource management and mobilisation
  • Crowdsourcing solutions

Response contact:

[email protected]

Response tags:


Date Submitted:

31 May 2020