Željko Sredić, an alumnus of the Community Connections program and a tourism entrepreneur, has collaborated with the U.S. Embassy Belgrade on a project aimed at empowering women farmers in Kosjerić, near Zlatibor. This initiative led to the creation of the first women's agriculture cooperative in the area.
Sredić's journey into rural tourism began in 2002 alongside his family in Mionica village. The business was intended to allow farmers to sell their products directly and generate additional income by renting out rooms left vacant as younger generations moved to cities. According to Sredić, "From the very beginning, domestic food was – and I believe, still is – one of the main reasons why people come to villages."
Initially, local production met tourist demand, but as his business expanded, Sredić had to source additional food from neighboring farms. This solution worked for small groups but posed challenges when accommodating larger numbers of tourists. The lack of local markets and viable avenues for selling surplus produce further complicated matters for local farmers.
In response, Sredić developed a network among small farms to ensure consistent supply and initiated projects aimed at capacity building and economic empowerment within these communities.
Recognizing that rural women often bear significant burdens without stable income or social benefits, Sredić sought to empower them through initiatives like “Kosjerka,” a women's cooperative. This cooperative aims to reduce waste by processing all available produce while providing employment opportunities.
The cooperative's sugar-free raspberry marmalade and cold-pressed juice have gained recognition as part of “The Best of Serbia” package awarded by the President of Serbia. These products have also become popular among tourists visiting Divcibare ski slopes.
Reflecting on his participation in the U.S. Community Connections program in 2008, Sredić stated: "My participation...had an immense impact on my future activities," highlighting how it influenced his approach towards recognizing opportunities and developing his business.