Superior d.o.o. is a family company, not only because Dr. Ivo Đinović’s sons Nebojša and Goran enlisted soon after he founded the company in 1993, but also thanks to the many married couples who have joined over the years, all giving their best to make it truly superior.
Superior’s first decade was marked by vegetable breeding, the sphere in which the Professor (as Dr. Ivo is known by everyone here) worked professionally before establishing the company. Then, starting in 2009, the company’s activity extended to fruit seedlings, culminating in the introduction of the blueberry in 2016.
2019 and 2020 have seen Superior placing its products on the market through its three sub-brands: Superior Professional Seeds, Superior Berry, and Superior Garden, which have made it a unique agricultural company both nationally and regionally.

The Superior Berry story began in the 2000s when Dr. Ivo decided to raise his hobby, fruit breeding, to a higher level. The first berry introduced commercially, in 2009, was the chokeberry, mass produced in Superior’s advanced tissue culture laboratory (still the only such lab in Southeastern Europe). Since then, the lab’s manager, biologist Dr. Nenad Nikolić, and his crew have been prolifically producing high quality seedlings, which has made Superior an important contributor to developing and expanding horticulture in Serbia. Years of success in research and development of in-vitro cloning technology have more recently resulted in Superior becoming a leader in producing the most popular berry in Europe, the high-bush blueberry.