These are our small entrepreneurs who have created a viable business out of nature.

Three Croatian entrepreneurs, Elena Vlačić from Labin, Maja Jurgec from Čakovec, and Andrea Cantore Badurina from Luna on Pag, are showcasing how sustainable business models can emerge from personal values, a deep connection with nature, and authenticity rooted in their local environments. All three are graduates of the fifth season of the Uplift Academy, an educational program for micro, small, and medium-sized enterprises launched by Mastercard in 2021 and continued annually by the University of Algebra Bernays. Despite coming from different parts of Croatia and running distinct ventures, they share a common goal: creating businesses that align with environmental sustainability and community engagement. Elena Vlačić transformed her childhood love for horses into Ranch Marconi, one of the more recognizable spots for active leisure in eastern Istria. Her journey began during a summer visit to Zagreb as a child, where she developed a fascination with horseback riding. Over time, this hobby evolved into a serious family business. Rather than waiting for job applications to respond, she decided to take action immediately, using her resources, horses and the beautiful landscape, to build her enterprise. Today, Ranch Marconi has over 25 horses and offers guided tours throughout the year near Labin. Vlačić emphasizes the importance of bringing people back to nature, offering experiences that provide peace, interaction with animals, and a break from daily life. She sees the development of her ranch through sustainable tourism, focusing on smaller groups and personalized guest interactions. “We need to bring people into nature and return them to their roots,” she says. Maja Jurgec’s business, Obiteljsko pčelarstvo Trstenjak, combined with her brand Beessentials, represents another fusion of tradition and innovation. Raised around bees, Jurgec did not initially see her path as predetermined. However, she added her vision to the family tradition, merging beekeeping, apitherapy, education, and the development of natural cosmetics. On the family apiary, she established an apitherapy room for inhalations and a space for honey massages. Through Beessentials, she develops certified cosmetics based on bee products produced locally. Jurgec highlights the significance of educating people about the role of bees in the ecosystem and fostering a more responsible relationship with health and nature. Her business model is built on a “full circle” approach, connecting production, education, and experience into a cohesive whole. “People don’t just buy a product, they buy meaning, continuity, and trust,” she notes. Andrea Cantore Badurina, an agronomist and doctor of science, leads the Olive Grove Cooperative of Luna and the project of the Luna Olive Groves. This unique landscape features olive trees that are thousands of years old and attracts tens of thousands of visitors annually from around the world. After working in academia, Cantore chose to return to his hometown of Luna and develop a model that combines agriculture, science, and tourism through the cooperative. Managing such a site requires balancing the preservation of nature, maintaining production, and developing tourist offerings. Cantore explains that the cooperative operates democratically, emphasizing the importance of the community and the desire for all residents to be involved in business decisions. In addition to developing tour content and guided visits, the cooperative collaborates with scientific institutions, works on protecting the olive grove, and engages young people in projects with long-term potential for preserving this unique area. Each of these entrepreneurs views the Uplift Academy as an opportunity for further business growth and acquiring new knowledge. For Vlačić, the mentorship program and new connections were particularly appealing. Jurgec gained specific tools for brand development and a clearer business vision through the academy. Cantore, meanwhile, found value in the collaborative environment and the chance to refine his approach to integrating science and community into his work. Their stories illustrate how sustainable entrepreneurship can flourish when aligned with personal values, local identity, and a commitment to ecological balance.