Behind the Label: What “Fresh” Meat Really Means in Serbia
Serbia is introducing new labeling rules to reveal the true age of meat sold as “fresh,” but experts warn that without stronger enforcement and support for local farms, the deeper problems in the meat industry will remain.
The Illusion of Freshness
In Serbia’s grocery stores, “fresh” meat doesn’t always mean what you think it does. Much of the meat labeled as fresh—especially imported pork—has been frozen, shipped, and stored for days or even weeks before reaching the shelf.
Soon, that may change.
A new regulation from the Ministry of Agriculture aims to force honesty in labeling. For the first time, producers and importers will be required to clearly display how many days have passed since the animal was slaughtered. It’s not a ban on imports. It’s a demand for truth.
What Will Change?
The updated rules are focused on one thing: transparency.
Meat age must be shown on every package, from the day of slaughter to the day of sale.
Label text size will be standardized, so critical info isn’t hidden in fine print.
Imported vs. domestic meat must be clearly identified.
These rules are meant to give consumers a choice: Pay more for truly fresh, local meat—or opt for cheaper imports that are older, but clearly labeled as such.
Farmers Caught in the Middle
Local pig farmers have been sounding the alarm for years. They’re grateful for recent support, but warn that inconsistent policies and weak import controls continue to hurt them.
Their main concerns:
Imported frozen meat often ends up being sold as fresh.
Poor labeling practices mislead customers and give importers an unfair edge.
Cold storage is being used to stockpile old meat, which later floods the market.
These practices drive down prices and threaten the survival of domestic farms.
Old Laws, New Promises
Consumer rights groups say this isn’t a breakthrough—it’s a reboot.
Petar Blagojević from the Consumer Protection Movement says Serbia already has laws that require detailed food labeling. The issue is enforcement. In the past, similar rules were sidelined after lobbying from importers and parts of the retail sector.
“The system didn’t fail because it lacked rules. It failed because it chose not to use them,” Blagojević explains.
Loopholes and Risky Practices
One tactic that remains unchecked is the rebranding of nearly expired meat. Imported meat close to its expiration date is sometimes defrosted, processed, and sold as if it were freshly produced.
If the new rules are actually enforced, that loophole will close. But that’s a big “if.”
A Deeper Crisis
Economist Milan Prostran warns that Serbia’s meat industry is facing a structural breakdown—not just a regulatory gap.
Pork and cattle farming are in long-term decline.
African swine fever and outdated subsidy systems have wiped out many small producers.
Trade liberalization has opened the market to cheap, lower-quality imports.
Prostran says the current push for better labeling is overdue. And while welcome, it won’t solve everything.
What Needs to Happen Next
If Serbia wants to protect its domestic meat supply, Prostran and other experts argue that three key changes are urgent:
Fair subsidies for all farmers, not just large producers.
Smarter import controls, within the limits of trade agreements.
Promotion of local meat, through campaigns and pricing incentives.
Without these steps, the market will continue to tilt toward imported meat—no matter how it's labeled.
Final Thought
Better labels can help consumers make informed choices. But labels alone won’t save Serbia’s meat industry. That will take stronger policy, consistent enforcement, and real support for local farms.
Source: https://www.nin.rs/english/news/79425/new-labels-for-an-old-problem-frozen-meat-sold-as-fresh