Klenak is a typical Srem village. At first glance, it is not different from many villages in Srem. Fertile fields and thatched houses. At the entrance to the village - trailers with watermelons. Market atmosphere by the local road, watermelons lined up in trailers - everything looks familiar, usual. However, this seemingly ordinary village hides an extraordinary story of hard work, family harmony and business success that transcends local borders.
Unlike most villages in Serbia, which face population migration and declining agricultural production, in Klenka there is a Rajčević family farm that has been growing watermelons for generations. Today, this family not only successfully sells its products throughout Serbia, but they have become leaders in the supply of one of the most important retail companies in the country - Lidl Serbia.
HOSPITALITY THE SRAM WAY
As part of the visit of journalists and media associates of Lidl, a visit to the Rajčević household was organized. Like any real homebody, Vasa Rajčević welcomed us all in the yard of his house in Klenko. Already at first glance - painted facades, finished works, tidy garden - a sight that is often missing from the image of an average village in Serbia. What is perhaps even more striking than the appearance of the household is the warmth of the welcome.
"First the fruit, then on the road", as Balašević says in the song, fully depicts the spirit of Srem. Vasa Rajčević, the young host, welcomed us with a wide smile, but also with a Srem table, as order dictates. Coffee, homemade brandy, kulen from family production, tomatoes from the garden (cannot be bought at any market in Belgrade) and, of course, slices of juicy watermelon - all of this was part of the rich table. Because when you are the main supplier of watermelons for Lidl, it goes without saying that guests will not leave without tasting it.
MYTHS ABOUT WATERMELONS"FORGET TYPING"
On the question that everyone asks during the season - how do we know that a watermelon is good - Vasa just laughed. "There's nothing to knocking. It doesn't mean anything," he says. Instead, it reveals little secrets:
"It is important that the pattern on the watermelon starts to spread, that there is a yellow spot where the watermelon was lying on the ground and that the stem is slightly bent. These are sure signs that the watermelon is ripe and sweet."
Vasa's confidence in what she is saying comes from experience. Even as a boy, he learned everything about watermelons from his grandfather, who started growing them back in 1973. Today, Vasa is 29 years old and runs one of the most organized farms in this part of Serbia.
A PARTNERSHIP THAT CHANGES THE COURSE OF DEVELOPMENT
Cooperation with Lidl Serbia is not just another placement - it was a turning point. Jovana Majstorović, from the corporate affairs department of this company, emphasizes the importance of local producers in the supply chain: "We are proud of the quality and freshness of our watermelons. Vasa's watermelons go from the field to the shelves in the store in just two days. All products are checked and tested. This year, we bought around 5.000 tons of domestic watermelons, which is a clear indication that consumers value local and recognize our commitment to quality." All Lidl's fruit and vegetable suppliers, including the Rajčevićs, own them globalgap i GRASP certificates - international certificates of compliance with the highest standards in the field of food safety, sustainability, labor protection and responsible agricultural practices.
Vasa Rajčević, the young host, ruddy and sturdy from Srem, smiling and unaccustomed to media attention, welcomed us and honestly shared with the guests his vision of cooperation with Lidl:
"Lidl recognized the importance of us domestic producers. It gave us security. Since the beginning of cooperation, we have doubled our production capacity, and investments in standards and quality have enabled us to think about exporting as well."
photo: a. aleksić...Family tradition - the Rajčević family
INDUSTRY ON THE DOMESTIC THRESHOLD
After the introductory conversation, the host takes us to the plant for selecting and packing watermelons. They are only a few hundred meters from the family house. Here, Vasa is already fully in his element - he greets the workers, gives instructions, explains the process.
Tractors bring freshly picked watermelons directly from the fields every day. On the processing line, they are first cleaned, then selected by size and quality, and then packed in boxes recognizable in all Lidl stores. The process looks simple, but it is actually very controlled - at least fifteen workers take care of every step every day.
Daily production reaches as much as 50 tons of watermelons. Annually, the Rajčević family delivers almost 3.000 tons, which makes them the largest single supplier of watermelons for Lidl Serbia.
The tasting was a special story. Rajčević sells four different varieties of watermelons in Lidl: ordinary red, besema, black besema and the so-called. yellow heart – a watermelon with a yellow core. Many attendees tried the latter for the first time.
"Something between watermelon and orange, very refreshing", was one of the comments.
However, most agreed that good old plain watermelon, straight from the field, slightly chilled, has no competition.
IN THE FIELD, WHERE IT ALL BEGINS
The tour ends where it all begins - in the field. The field, 400 meters long and 90 meters wide, is just one of many that they cultivate. In total, the Rajčević family currently has 40 hectares under watermelon, but in total they cultivate as much as 300 hectares of land. This balance enables the rotation of crops and preservation of soil fertility.
"The land cannot produce the same crop every year. Watermelons for two years, then a break. You get fed up. That's why we rotate - it's the only way to preserve quality and get a good crop," explains Vasa.
And they do everything themselves - from soil preparation, planting, irrigation (a complete drip system), picking, and packing. They only buy seeds - everything else is the result of local knowledge and effort.
THE FUTURE THAT IS NOT PLANNED ALREADY THINGS
Vasa Rajčević belongs to the generation of young people who decided to stay in the countryside, but not because they had no choice, but because they recognized the opportunity. And not only him. The youngest member of the Rajčević family already knows what he wants, which is to continue the family tradition, but also to go one step further. We are thinking about export, about expanding the assortment, about new technologies in production.
And that's exactly what makes this story stand out. This is not just a story about watermelons.
