Milena Jovanović
Founder & CEO, MOĆNO
Milena founded MOĆNO and still runs the farm it grew out of. It started at home, in a Belgrade kitchen, growing microgreens for her own family. She sold the first boxes to neighbors. She and Ivan built the first farm with their own hands, and a year later both left their corporate jobs to do this full time.
She spent around ten years as a teacher and educator before MOĆNO (BA and MA, Teacher Training Faculty, University of Belgrade), and it shows in how the company works: the workshops are not marketing, they are the same job done for a different room. Children plant a tray and eat it two weeks later. Adults leave knowing how to grow their own.
Under her leadership MOĆNO went from a local family initiative to an award-winning brand - Quantic Moonshot 2024 in New York and Visa She's Next 2025 - built zero-waste production into the model from the start, and opened a partner-farm network that turns other people into micro-farmers rather than customers.
She runs the weekly growing cycles, the workshops, and quality and HACCP on the farm. Every internal procedure MOĆNO works on carries her approval, and every number that appears on this blog passes through her.