MILAN MAČVAN ON HIS NEW CAREER AND THE BRAND “EAT FRUIT”
Champion in agriculture too This celebrated basketball ace and former captain of the Serbia national team has successfully replaced the court with fruit plantations, and – through his company “Eat Fruit” – applies the same kind of discipline and dedication that marked his sporting career, enabling him to create a brand that’s recognisable for its top quality
T his former fan favourite, a man who gave his all for every ball and the shirt of the national team, today suc- cessfully manages modern fruit plantations and the company “Eat Fruit”. With the same zeal with which he once scored points on the court, Mi- lan Mačvan now produces the highest quality fruit, proving that the mentality of a champion isn’t only recognised on the court, but also in entrepreneurship. Speaking in this interview for Elevate, Mačvan reveals what it was like to tran- sition from basketball boots to a busi- ness suit, and what represents the key to the success of his Eat Fruit brand. Passengers will read this while flying... Do you remember when you “flew” the most during your playing career? Was it in the shirt of Partizan or in those moments when you land- ed in Belgrade with the national team and a medal around your neck? “Yes, that’s a very interesting ques- tion and a wonderful observation. I must admit that flying with the nation- al team had a special gravitas, because those are moments when everyone is united around the same idea of creating great success for the country. That’s why I would single out in particular the flight home from Rio de Janeiro with Olympic silver in 2016, as well as returning from Istanbul with a European silver medal in 2017, which I experienced as the captain of the national team. Those are moments when you really fly on wings of pride.” You travelled the whole world as a basketball player, while today you’re once again visiting the world’s capitals, but with a completely dif- ferent mission.
“That’s really a great bless- ing. People still have a lot of af- fection for me. They remember the Milan of the basketball days and that’s why they gladly respond to invitations to attend the conferences we organ- ise, as well as to business meetings. They really like the idea of Serbia’s fertile land, especially due to the fact that, in this way, our patriotism doesn’t remain merely an empty ges- ture. Through this project, they gain an opportunity to be really, tangibly con- nected to their homeland of Serbia, and to our agriculture.” What is the most important les- son from your basketball career that you apply in your business today? “The key to every success lies in three things: discipline, persistence and a strong work ethic. It doesn’t matter if that’s in sports or business, we receive lessons every day. Man, nonetheless, remembers his defeats the most. They shape us to become better. At the end of the day, it’s not how many times you fall that matters, but how many times you get back up and keep going.” How did your transition from sporting arenas to nature happen? “I believe deeply that agriculture has enormous potential. Our business doesn’t only represent classical agricul- ture today. It also encompasses invest- ments, finances, modern cooperatives, but also that priceless feeling of be- longing and creating new value.” You’re registered in the village of Culjković near Šabac. To what extent has this transition to an agrarian story actually been a re- turn to roots?
“Nature is something that unites us all, and it’s only when a person comes into real, direct contact with it that they realise how trapped they are in the city. Peace, serenity and freedom can’t be bought. If you add to all that the bold Cer Mountain and the beautiful River Drina, as places that have enor- mous historical value, then the atmos- phere of our place in Šabac and the sur- rounding area is truly incredible.” You were always considered an intelligent basketball player who gave your all for the team. It looks as though you’ve also transferred that philosophy to business through the crowdfunding model? “Our whole concept is based on the slogan “We > Me” (us is greater than I). I believe that’s the only way our ag- riculture can succeed and be competi- tive in the long term. This is a modern cooperative. We are sending a strong message that togetherness and una- nimity are invincible, just like on the basketball court.” How do you explain to members of our diaspora why investing in the “Eat Fruit” brand is a wise choice? “We belong to alternative types of investment that combine tradition and innovation in a perfect way. We strive to present our homeland not only as a mere business opportunity, but as a place to reconnect in the most beau- tiful way possible – through the land, patriotism and, of course, long-term fi- nancial gain.”
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