Interview with Dijana Marković
– Executive Director of the Company “Monte Plod” LLC –
The interlocutor of the “Diplomacy & Commerce Montenegro” magazine was Dijana Marković, executive director of the company “Monte Plod” LLC from Danilovgrad. The company initially specialized in the construction of residential buildings. However, in response to market shifts, it transitioned its focus towards agriculture, with a particular emphasis on mushroom cultivation. “Monte Plod” has become a well-known and respected brand in Montenegro. In 2023, the Association of Managers of Montenegro (AMM) honored Dijana with the prestigious “Manager of the Year in Micro Enterprises” award. During the interview, Dijana discusses her personal experiences and vision, underscoring the significance of familial principles and collaborative synergy in driving the enduring prosperity and resilience of family enterprises within today’s dynamic business landscape.
Your family company, “Monte Plod” LLC, has existed since 2008. How did you decide to focus on growing mushrooms, and what were the most significant challenges along the way?
Our company was founded in 2008, and back then, we were engaged in the construction of residential buildings. Given the slowdown in the construction market after 2010, we determined that the opportune moment had arrived to pivot our operations. After careful consideration, we resolved to transition into agriculture. My husband came up with the idea of growing mushrooms, and after examining the market in Montenegro and studying the market in the countries of the region, we concluded that this activity has the potential to develop in the future because the population’s eating habits are changing. Finances were undoubtedly the most significant challenge. In 2012, we embarked on an ambitious venture, drawing support from the MIDAS project and later IPARD. With additional funding secured from commercial banks, we commenced the construction of our inaugural mushroom production facilities on the family farm in Podgorica. Subsequently, in August 2014, we proudly initiated the sale of our very first yield.
You were awarded “Manager of the Year in Micro-enterprises” by the Association of Managers of Montenegro (AMM) in 2023. What, in your opinion, contributed to this recognition? What key strategies and innovations have you implemented to achieve this success?
First and foremost, this accolade is not solely a reflection of my efforts but rather a testament to the collaborative work of my husband and me throughout the years. The continuous strive for enhancement in our production, coupled with investments in advanced equipment, led to increased and superior yields. Furthermore, the meticulous nurturing of our customer network also played a pivotal role in our success. Over the years, we have dedicated ourselves to gaining a deep understanding of the production process and the latest innovations in our industry. We have diligently visited mushroom producers in the region, connected with crucial global companies specializing in mushroom-growing equipment at industry fairs, and engaged expert advisors to enhance the quality and yield of our product within our production facilities. As of 2022, our production is based in Spuž, Danilovgrad. We have activated our processing facility and commenced the production of marinated mushrooms in smaller batches, effectively addressing the issue of excess supply. Since 2018, we have reinitiated our investments in the development of residential and commercial properties. Alongside our successful mushroom cultivation business, this has become another fruitful endeavor for us over the past six years.
Since the end of 2023, you have become the first mushroom producer in Montenegro to export your product successfully. What are the plans for the future of your family company? Do you intend to expand your product range or enter new markets?
Yes! Despite being at a challenging stage, we have successfully taken the initial step. We are currently exploring the possibility of entering the Albanian market as one of our upcoming strategic endeavors. To maintain competitiveness in the market, we are actively expanding our production capacity. We are considering building four new facilities, in addition to our existing eight, to enhance our cultivation capabilities further. In addressing the challenge of surplus, we have established the production of marinated mushrooms.
Additionally, we have invested in equipment to package the fertilizer derived from spent mushroom compost, thus completing the production cycle and effectively managing waste. In addition, we have aspirations to create a winery and distillery to honor our heritage with the establishment of a vineyard. Looking ahead, we are also considering venturing into the tourism sector as part of our future business endeavors. We have numerous ambitious plans in the works, and we are dedicated to bringing them to fruition through our unwavering efforts.
As a leader in a family company, how do you balance your professional and personal life? What advice do you have for other women aspiring to succeed in the business world, especially in the agricultural industry?
Well, there were times when it was challenging. For many years, I balanced my roles as an English teacher and as an integral part of our family business, often dedicating myself to marathon workdays that extended for as long as 20 hours. Two years ago, I realized that it was a pivotal moment, compelling me to make a conscious decision about where to direct my efforts to fulfill my responsibilities with excellence and punctuality. The decision was easily made, as I placed the utmost importance on my family and our family business. Of course, all my family members also provided excellent support and help. I believe that agriculture has potential for development in Montenegro, given our natural resources. The rapid advancement of technology has revolutionized agricultural work, presenting a significant opportunity for success. Perseverance and unwavering dedication are undeniably the cornerstones of achieving it.
Family businesses play a vital role in the Montenegrin economy, serving as enduring and reliable pillars of the business landscape. Their capacity to adjust to market fluctuations while upholding traditional family values sets them apart as truly exceptional businesses. Therefore, in today’s dynamic business landscape, what advice would you offer to fellow family-owned companies in Montenegro that are dedicated to maintaining their competitiveness and significance?
Effective organization, allocating tasks based on the strengths and abilities of family members, and providing mutual support are definitely the cornerstones of success. And as you mentioned in your query, it’s essential to uphold family values and foster a strong sense of community at all times.