Meet Ivan Lauc, a 29-year-old innovator from Osijek, Croatia, and the driving force behind Reducos Software j.d.o.o., a company transforming local food systems through technology. Ivan founded his business with a clear mission: to prove that short food supply chains can thrive without constant external funding. His goal is to create a replicable system that empowers local producers to operate sustainably and profitably.
Together with his young team, Ivan develops specialised software tailored to short food supply chains, making cutting-edge technology accessible and affordable for farmers. By automating processes like logistics, delivery, and accounting, Ivan’s platform allows producers to focus on growing food while ensuring efficiency and scalability.
Rooted in agricultural heritage
Ivan’s story is deeply rooted in his family’s agricultural heritage. His grandfather was a pioneer in ecological certification in Croatia, and his mother helped establish permaculture practices in the region two decades ago. “Since we were children, we were taught that if we want to survive in the world of tomorrow, we need to know how to produce our own food,” Ivan says.
Although he initially pursued robotics in London, Ivan’s return to Croatia marked a turning point. Just before the COVID-19 pandemic, he began helping short food supply chains on a voluntary basis. When the pandemic disrupted global logistics, Ivan and his team became a lifeline for local producers, helping them deliver food directly to consumers during lockdowns.
Since we were children, we were taught that if we want to survive in the world of tomorrow, we need to know how to produce our own food.
Transforming agriculture with technology
At the heart of Ivan’s work is a platform tailored specifically for short food supply chains. By automating critical processes, such as delivery routing, pickups, sorting orders, and accounting, the platform allows small producers to focus on farming instead of logistics and administration.
“We’re creating specialised software and making it affordable for farmers,” Ivan explains. “Instead of every short food supply chain developing its own expensive system, we provide a single platform they can easily adopt.”
Ivan and his team operate their own short food supply chain, delivering products from 120 local producers across Croatia twice a week. This hands-on involvement helps them understand the challenges farmers face and continuously improve their software. “By automating mundane tasks, we give short food supply chains a competitive edge, even over billion-dollar global companies. Our system is replicable anywhere, and we’d love to collaborate with others in this space,” he adds.
Supporting local producers and communities
Reducos Software is more than just a technology company, it is a partner to the local community. By consolidating multiple producers into a single web shop, Reducos simplifies the customer experience and boosts efficiency for farmers. “Producers spend more time in the fields instead of worrying about sales, marketing, or delivery,” Ivan says.
Their efforts also demonstrate the viability of short food supply chains on a larger scale. “We’re proving that sustainable, profitable short food supply chains are possible while creating a replicable model for others,” Ivan explains.
The challenges and opportunities of youth in agriculture
Ivan’s team stands out not only for their innovative work but also for their youth. “In agriculture, we’re essentially kids,” Ivan says. “Most producers are over 50 or 60, so earning their trust was a challenge at first. But once we did, it became an advantage. We bring fresh ideas and understand technology better than anyone else in the room.”
He encourages young people to step into the sector, which he believes is ripe for innovation. “Agriculture is changing, and it needs young minds to lead the way. There are so many EU resources available, and they’re underutilised. It’s time for young people to make the most of these opportunities.” He points to the many funding opportunities within the CAP network but acknowledges a barrier: “Producers are often reluctant to utilise these opportunities because of high administrative responsibilities.”
Awareness is another issue. “Many don’t know about the regional, national, and EU-wide funding opportunities available,” Ivan explains. His own team has successfully tapped into these resources, including a project under CAP specifically for short food supply chains. “This project is underutilised in Croatia—only a fraction of the funds have been distributed due to too few applicants or overly strict regulations,” he notes. Ivan believes the potential is there, but accessing and implementing these resources requires greater awareness, courage, and persistence.
A vision for the future
Looking ahead, Ivan is focused on creating self-sustaining food systems. “My goal is to prove that short food supply chains can thrive without constant external funding. We want to develop a system that’s easy for others to adopt and replicate.”
For Ivan, the future of agriculture lies in relocalising food systems and prioritising sustainability. “If we want a truly sustainable world, we must prioritise local food over global supply chains,” he says. He encourages young people to take the lead: “This is our chance to revolutionise agriculture. Let’s show the world it can be done.”
