POSLOVNI ĐIR Lordan Ljubenkov

Guest Lordan LjubenkovHosted by Ojdana KoharevićMay 3, 2026

Lordan Ljubenkov

About this episode

What you'll hear in this conversation

Lordan Ljubenkov stands at a peculiar intersection of agricultural success and systemic challenge. As president of the Cooperative Alliance of Dalmatia, he has witnessed the remarkable growth of "Noćnjak," a gathering for olive growers and oil producers that started small in 1999 and now, 25 years later, draws hundreds of participants and international recognition. Yet, this very success highlights a deeper tension: while a community can self-organise and achieve global standards, the broader framework for cooperatives in Croatia lags significantly behind its European counterparts. This conversation offers a close look at how a dedicated few can build a thriving ecosystem for small producers, even when the state fails to provide the necessary support. It’s a story about the power of grassroots initiative and the persistent struggle to align national policy with proven economic models.

Insights from the conversation

What to take from this episode

Noćnjak, the annual gathering for olive growers and oil producers, began in 1999 with a simple, open question: "Let's find out what's happening in olive growing and oil production and how to progress." It started with 70 samples, and now, 25 years later, receives nearly 400. The most enduring community projects don't launch with a fixed vision; they start with a shared curiosity that invites participation and evolves organically.

At Noćnjak, olive oil samples are not judged against each other; each is evaluated individually, then scored by computer. This rigorous, non-comparative process means every producer takes "a certain dose of courage" to participate, revealing their oil's quality on its own terms. To build trust and encourage genuine improvement in a competitive field, shift the focus from relative ranking to absolute quality.

Noćnjak's scientific sessions tackle current issues like using rainwater for olive irrigation, but immediately follow with warnings about the dangers of *excessive* watering. This dual approach—offering solutions and then preemptively addressing their potential misuse—shows that effective education isn't just about providing answers, but about building foresight.

Many attendees first came to Noćnjak as "tourists," curious about olive oil's impact on food and health, only to realise they could "live with olives and from olives," becoming primary producers themselves. The most effective way to grow an industry isn't always through direct recruitment; sometimes, it's by creating an experience that makes the livelihood irresistible.

Cooperatives like Pošip and Dingač, founded in 1864, have survived six different state systems, still gathering the same families generations later. This endurance, even in a "poor climate where cooperatives are not recognised," demonstrates that the core principles of shared ownership and mutual benefit can outlast political and economic instability.

While countries like Spain offer 50% VAT reductions for cooperative members and Italy mandates laws to favor cooperatives in poorer regions, Croatia offers no such incentives. The issue, Lordan Ljubenkov states, is not the country's cooperative law itself, but the absence of "tax policy, funds, and incentives" to encourage people to join. A well-written law means little without the practical economic scaffolding to make it effective.

The "one person, one vote" principle in cooperatives ensures equal say for all members, regardless of their individual contractual agreements with the cooperative. This fundamental democratic structure, enshrined in law, is what protects the philosophy of the cooperative globally, ensuring that consensus on core issues always comes from shared voice, not proportional investment.

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