growing microgreens

MOĆNO (MOĆNO d.o.o.) is a Belgrade-based urban farming company founded by Milena and Ivan Jovanović that specializes in the production and education of microgreens. Their operations are centered around a vertical farm located in the Vračar neighborhood, which they call the "MOĆNO Hub".

Origin and Mission

The company began as a personal family project in August 2022 when the founders adopted a plant-based diet and started growing microgreens on their kitchen window for better health. This passion project expanded into a commercial venture after Ivan Jovanović, who completed an MBA, won first prize at a business presentation competition in New York in 2024 for his research on commercial microgreens farming.

Their core mission is to democratize access to microgreens—often viewed as a luxury garnish—and transform them into an accessible, everyday "superfood" for everyone. Microgreens are young plants harvested 7–14 days after germination, known for having up to 40 times more nutrients than mature vegetables.

The Urban Farming Vision

MOĆNO’s ultimate vision is a future where every household grows its own food. Until that reality is achieved, they act as a guide and provider through several key avenues:

• Vertical Farming: They utilize a vertical farming model in an urban environment to grow produce efficiently.

• Sustainability & Zero Waste: The company is deeply committed to sustainability. They use 100% compostable, plant-based packaging (made from PLA and cardboard) that leaves no waste. They also compost their plant waste and have encouraged local households to bring bio-waste to them for composting. They plan to transition to solar energy in the future.

• Education: They believe sustainability starts with knowledge. Consequently, they offer extensive educational programs to teach the community how to grow food.

Workshops and Community Engagement

A significant part of their vision involves active community engagement through specific workshops tailored to different demographics:

• Children: They run interactive workshops in kindergartens and schools to teach children how to plant, nurture, and harvest food, aiming to instill healthy habits early.

• The Elderly: They organize gardening activities in nursing homes to reconnect older generations with nature and provide mental and physical benefits.

• Corporate (ESG): They offer team-building and ESG (Environmental, Social, and Governance) workshops for companies to integrate sustainability into their culture.

• General Public: Enthusiasts can visit the MOĆNO Hub to learn about vertical farming and organic principles.

Innovation and Products

MOĆNO combines agriculture with technology and modern business models:

• Gamified App: They are developing a digital platform that allows users to "virtually" grow plants through an app—learning about light, humidity, and watering—while MOĆNO grows the actual plants in real-time for them.

• Product Line: Beyond fresh microgreens (such as sunflower, pea, and radish), they produce pesto sauces and dried spices.

• Subscription Model: They offer a weekly delivery subscription to ensure customers have a constant supply of fresh greens.

The company actively promotes the idea that conditions like diabetes and cardiovascular disease can be prevented or improved through better nutrition, positioning their urban farming efforts as a public health initiative as much as a business.