We were at the 'Purgerica Strawberry' harvest! Herceg's tradition spans 26 years: 'Grandfather closed the stand only when I was born'

Dubravko Herceg, a Croatian farmer, has dedicated 26 years to cultivating "Jagodica purgerica," a local strawberry brand.

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The whole life I listen about strawberries. My family once recounted an exceptional situation when grandfather Marijan closed the strawberry stand in Zagreb only once, and he wasn't forced to by weather or other circumstances. It was when I was born, in 2002, to visit me in the hospital!

This year's harvest was expected to yield four tons, but adverse weather conditions reduced the output by approximately half a ton. Herceg, along with his niece Sara Palčić, works on his family farm in Horvati, selling the strawberries at stands throughout Zagreb.

Palčić shared a family anecdote: her grandfather Marijan once closed his strawberry stand in Zagreb only once in his life, in 2002, the year she was born, to visit her in the hospital. This highlights the long-standing family tradition of strawberry farming.

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Usually in the morning before dawn and after the first coffee, when I go to the greenhouses and prepare everything for the harvest that day, I always eat a few strawberries along the way. They are the sweetest then, you feel that freshness and they suit me best in taste.

Herceg still enjoys eating a few strawberries during the harvest, preferring them in the morning with his first coffee when they are freshest and have the best taste. He emphasizes the superior freshness of locally harvested strawberries compared to imported ones, which undergo longer transport and storage.

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A strawberry that is picked today, visibly tomorrow is no longer fresh. It won't completely spoil, but the difference will be visible. Strawberries that we import from Spain, for example, are a completely different story. By the time they are repackaged, kept in cold storage, then placed on shelves... we can't compare that.

Herceg acknowledges the rising prices of strawberries, noting that inflation affects all costs. He expresses concern that some pensioners might not afford to buy the fruit. Despite the challenges, he aims to maintain current prices while adapting to increasing expenses. The farm grows Crely and Joli varieties, chosen for their quality and popularity. His grandmother, Đurđica, makes jam from any unsold or overripe strawberries, ensuring minimal waste.

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Regarding prices, I am aware of how much strawberries have become more expensive. We cannot, in the sea of inflation that happens daily, single out only strawberries. It will be difficult to maintain this existing price of strawberries with all the rising costs. I cannot influence such things, I have to adapt.