We’re excited to share a milestone that blends our roots in agriculture with our long-term vision for health and sustainability. Soldatović Holding has taken a 35% co-ownership stake in GojiVale d.o.o., a new venture based in Voljčince (southern Serbia), built around organic red and black goji berries and a line of high-quality functional products.

Why GojiVale?

GojiVale stands at the intersection of tradition and innovation. On the Milivojević family estate in Voljčince, the team cultivates 100% organic goji berries—without synthetic pesticides or additives—and converts them into pure, value-added health products: fresh berries (in season), cold-pressed goji juice, dried berries, extracts, and functional blends.

With our investment, GojiVale gains access to capital, operations expertise, and market reach; the Milivojević family brings deep agricultural know-how and day-to-day leadership. Together, we’re building a Serbian brand designed for domestic and export markets—with quality, traceability, and sustainability at its core.

Health Focus, Serbian Origin

Red goji (Lycium barbarum) and black goji (Lycium ruthenicum) are known for antioxidants, polysaccharides, carotenoids, and anthocyanins—nutrients linked to immune balance, cellular protection, and overall vitality. Our goal is to responsibly translate this science into clean, locally grown products that families can trust.

Voices Behind the Venture

“Our family estate has been dedicated to quality and innovation in agriculture for decades. With GojiVale and the partnership with Soldatović Holding, we’re bringing the benefits of goji berries to a much wider audience—shifting from traditional farming to a new standard of organic, high-value production.”

— Vladimir Milivojević, Founder & Majority Owner, GojiVale d.o.o.

“By investing in GojiVale, we’re connecting traditional Serbian agriculture with modern biotechnology to create authentic, sustainable health products built for long-term growth.”

— Jovan Soldatović, Founder & Chairman, Soldatović Holding

What’s Next

The first GojiVale product wave will focus on fresh berries and cold-pressed juice, with a processing and packaging facility planned for Q4 2025. Beyond products, the venture aims to create local jobs, raise production standards, and demonstrate how agriculture and wellness can reinforce each other in a modern Serbian brand.