Imagine climate change and drought bringing you… lavender as a golden goose! In Serbia, where it was once unthinkable, there are now lavender plantations spanning 30 hectares, and the business is blooming like never before. But it’s not all sunshine and rainbows – labor shortages, climate challenges, and an uncertain market create real drama for producers. Yet, the global lavender extract market is worth billions and growing at nearly 5% annually! While some enjoy the scent and tourism lavender brings, others struggle with irrigation and export logistics. Is lavender in Serbia just a hobby or a serious business? Comment below – would you dare to cash in on the purple fields or is it just a dream for the naive?
