Đorđe Stojović, Founder of the “Montenegrina” brand
While many young people are still searching for their calling, Đorđe Stojović is simultaneously building two careers – in the skies and in business. As a professional pilot and entrepreneur, this energetic twenty-nine-year-old successfully balances between aviation and the market, developing his brand Montenegrina with the same enthusiasm with which he navigates aircrafts. His story began with the idea of creating chocolate in the colors of the national flag, and has since evolved into an authentic Montenegrin concept that combines quality, tradition, and business courage. In an interview for our magazine, Đorđe shares his thoughts on challenges, inspiration, and the vision for the future of the Montenegrin economy – from the perspective of a man who knows that business, much like airplanes, cannot take off without courage and the right course.
Đorđe, aside from being a professional pilot, you’re also a young entrepreneur and the creator of the “Montenegrina” brand. What inspired you to step into the world of business alongside your aviation career?
I entered the world of aviation at the age of 16, enrolling in a pilot academy, and stepped into business before I even turned 20. From an early age, I had a strong desire for professional development, while through business I wanted to contribute to improving the overall economic environment in Montenegro. I felt that there was a lack of quality ideas and drivers of change that could help our society progress. I’ve always advocated for an open market and the advancement of domestic production, which I believe can be competitive internationally. Although aviation and business may seem incompatible at first glance, in my case they turned out to be a great combination – a recipe for success.
The idea for creating the Montenegrina brand was born during my time working for Air Astana, the national airline of Kazakhstan. There, I noticed how much Kazakh citizens were aware of the importance of a national brand – specifically through chocolate packaged in wrappers designed in the colors of their national flag. Since there was no such product in Montenegro, I decided to launch Montenegrina chocolate, with packaging inspired by our national symbols.
The Montenegrina product line continues to grow each year, which speaks to its consistent development. As a young man and entrepreneur, you’ve surely faced many challenges along the way. What were the biggest obstacles in expanding the brand, and how did you overcome them?
Even at the founding of the company “Montenegrina Capital Investment” LLC, I encountered a challenge most people don’t face throughout their entire business careers. When I ordered the first ton of Montenegrina chocolate – a quantity quite unusual for the Montenegrin market – the borders closed due to the COVID-19 pandemic. On the very day Montenegrina chocolate launched in a retail chain, the first coronavirus case was registered in Montenegro. From the start, we had to break through barriers, diversify our operations, seek new sales channels, and face challenges that even larger systems struggled with. I’m very proud of that, as it’s how entrepreneurial spirit is forged and true readiness for business is tested.
Honestly – when I created the Montenegrina brand, I didn’t have a clear vision of the product assortment. My only goal was that when someone says “Montenegrin brand,” people would immediately think of Montenegrina – and buy it proudly as a gift when traveling abroad or offer it to guests visiting from other countries. So, we started with chocolate. Then, as time passed, I analyzed the market, explored interesting local products, and collaborated with various Montenegrin producers to expand our offerings. First, we introduced “Montenegrina traditional coffee.” Then came the “Montenegrina choco bar” products and, most recently, Crmnica honey. Of course, I still plan to expand the product range. We’re preparing to include olive oil and wine under our brand. I also want to use this opportunity to invite all Montenegrin agricultural producers to contact us if they believe we could develop a project together.
One of your goals is the promotion of domestic products. In your opinion, what does it take for Montenegrin products to become competitive on the global market?
I’m not a critic of globalization. Like any trend, it has both positive and negative sides – but I believe the positives outweigh the negatives. I think that in the process of globalization, and Montenegro’s path toward EU membership, we’re opening new doors that will make it easier to trade goods and services, thanks to the standardization of business practices within the EU single market. With border elimination and standardized business operations, our agricultural producers will be fully competitive. I believe that in the near future, the production of wine, olive oil, and honey will truly flourish. Our advantages lie in niche appeal, attractive packaging, strong storytelling, and unique local origin. I’m confident these products will find their place in top restaurants and premium retail chains across the EU and beyond.
We also have the potential for micro-production in segments like beer, chocolate, and other confectionery products. With a solid business plan, we can target markets that are not overly industrialized or price-focused. Many Montenegrin producers already comply with EU directives. Of course, internal improvements are still needed – modernization of public administration, streamlined procedures, better development of the north, etc. I see the formula for success in combining tourism and production, through strong branding and commercialization, where we have great potential for results. That way, global clientele with high purchasing power will come to Montenegro and find top-quality local products worthy of their price.