For several weeks now, Serbian dairy farmers have been blocking roads around the country in protest at low purchase prices for milk and the widespread import of cheaper dairy substitutes. It's a combination they say threatens the very survival of their businesses. 

While retail prices remain high, farmers say they are being paid prices that don't even cover their production costs. They are calling for import restrictions and higher purchase prices.

But despite the recent protests, the problem is not entirely new: In 2023, IT experts launched an online map that is directly connecting consumers with producers. 

Three years on, this "Milk Map" is coming into its own: More than 500 farms now sell their milk directly to consumers via the map, offering a short-term solution while waiting for long-term systemic change.