Women Driving Innovation in Agrifood: Insights from EWA Masterclass 2025 in Slovenia
Ten participants of the Empowering Women in Agrifood (EWA) programme gathered in Zagreb for the second offline EWA Masterclass, a full-day event designed to foster female entrepreneurship in the agrifood industry.
As part of the Empowering Women in Agrifood (EWA) programme, an EWA Masterclass for women entrepreneurs in the agrifood sector was held at the School of Economics and Business, University of Ljubljana. Organised by the Centre of Business Excellence (CPOEF) at the Faculty of Economics, University of Ljubljana with the support of EIT Food, the Masterclass provided practical tools that founders could apply immediately in their businesses.
The morning opened with a welcome and progress check before moving into a deep-dive on food labelling and legislation led by Tamara Srdarev Smole (GZS – Chamber of Agricultural and Food Enterprises). Participants reviewed EU and national requirements, learned how to frame compliant on-pack and e-commerce claims, and worked through common pitfalls using real-world examples from their products.
The day continued with a two-part, hands-on workshop on video content production delivered by creator and strategist Kristjan Kostelec. Entrepreneurs built channel-specific plans covering audience hooks, scripting, shot lists, lightweight shooting setups, and simple editing and repurposing workflows—designed to increase reach and consistency with limited resources. In the afternoon, Prof. dr. Mojca Korošec (Biotechnical Faculty, University of Ljubljana) introduced sensory science and consumer liking, showing how formulation decisions influence sensory attributes and how structured tests can de-risk reformulation while sharpening marketing messages.
From Learning to Action: Next Steps for Slovenia’s EWA Mentees
Throughout the day, mentor–mentee exchanges added a dynamic layer to the Masterclass. Participants shared different approaches to labelling, planned content strategies for various platforms, and created low-cost ways to test consumer preferences and product appeal in the early stages.
By the end of the event, each mentee left with a clear action plan: update product labels and online listings, launch a short content sprint with measurable KPIs, and conduct a simple consumer liking test to guide the next stage of product development.
Looking ahead, the Slovenian EWA cohort is preparing for the Demo Day in November, where entrepreneurs will present their ideas on stage and compete for three prizes—€10,000, €5,000, and €2,000—highlighting a key milestone in their development with EIT Food.
About Centre of Business Excellence of the Faculty of Economics at the University of Ljubljana
The Centre of Business Excellence (CBE) at the University of Ljubljana's School of Economics and Business offers top-tier business education and networking opportunities. With over a decade of experience, CBE combines academic expertise with practical insights from industry professionals. It provides a range of programmes, from short online workshops to longer academies, including the prestigious LJUBLJANA MBA. As part of the triple-accredited SEB LU, ranked among the top 1% of business schools globally, CBE aims to foster long-term growth and development for both individuals and businesses, adapting to dynamic trends and changes in the business environment.
Learn more about The Centre of Business Excellence (CBE) on their webpage.
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