Who is the Slovenian company that is launching the largest organic farm in Europe? – Globally popular video game sold for USD 1 billion, money invested in Vojvodina

The creators of the famous video game Talking Tom, which was globally popular at one point, the Slovenians Iza and Samo Login have sold the company for a billion dollars and bought more than 4,000 hectares of land in Banat, where they plan to enter the business of organic production.

That this is their intention was confirmed several days ago by Serbian Agricultural Minister Branislav Nedimovic.

– On 3,800 hectares, they want to establish organic agricultural production, and this is going to be their biggest platform of organic agricultural production in Europe – Nedimovic said on TV Happy. He emphasized that more and more people in Serbia were active in organic agricultural production and that he alone knew increasingly more people who are switching from the IT sector to agriculture.

The Login family is a true example of this.

Twelve years ago, they founded an IT startup, and after several attempts to make a profitable app that would also make them famous, they managed to do so with Talking Tom. This app, a cat that talks to you, that you feed and play with, soon became globally popular, and even today, the “talking cat” has as many as 25.8 million followers on YouTube, and their video clips have dozens, sometimes hundreds of millions of views.

The app had been downloaded over three billion times, which enabled its Slovenian developers to make a profitable company called Outfit 7, which they sold to a Chinese company for a billion dollars in 2017. They then decided to turn to some other things, and a part of their strategy was to turn to organic production.

Due to this, in Serbia, they also founded the company LoginEKO, which, according to the data from the Business Registers Agency, grows grains, legumes and oil plants. The company has been active under this name in Serbia since 2016, and this year, their address is in Zorana Djindjica Blvd in New Belgrade.

Their project in Vojvodina, as Iza Login recently told the Slovenian daily Delo, has one purpose, which is to provide healthy food to all people.

– We want to develop technologies and systems for growing organic food on big farms without compromises, without having to reduce the profitability. We know that organic farms are small, but after three years of testing, this year, we will get an organic production certificate and become one of the biggest organic farms in Europe – Login told Delo.

Explaining that their farm will be the biggest “peaceful” farm in the world, Login said that this meant that they won’t use any animal products, fertilizers, or even manure.

– Even if we wanted to grow food with a stable fertilizer in the whole world, it would not be enough. That’s why it is necessary to find sustainable solutions. We produce clover-based fertilizer ourselves, and a part of the arable land is meant for the growing of the clover that is used as the fertilizer. When you harvest the wheat, you are mowing down the clover and moving it to the grain field, fertilizing the soil. I believe that no one has ever done that on such a large area – Login said.

She says that this manner of production of food was planned to be initiated by Germans following the Second World War, when the hunger crisis had to be solved quickly.

– There was a belief that this would take root so that the crisis would be overcome, after which the farms would go back to normal. However, this never happened. Experts are warning that, for example, the soil in Germany or England, which is exploited the most intensively, will no longer be fertile in thirty years – Iza Login told Delo.

The Login family have also founded the login5 Foundation, on whose website they’re talking about the plans regarding organic production in Serbia. As pointed out on the foundation’s website, their idea is to use their example of an organic farm to incite the local populace, to inspire them to eat healthier and to show them that sustainable agricultural production has its perspective.

The organic production that they are initiating is also an opportunity for people in Serbia to get a job, and the vision of their, in their own words, ambitious product is to establish a major agricultural method that would be acceptable for the nature, but also for people, the entire ecosystem.

From an IT startup to a farm

Before they founded their company, Samo Login was one of the directors at the Slovenian Najdi.si, which was bought in 2007 by Telekom Slovenije. As a minority shareholder, he got a share from the sale and decided to found a startup. He established Outfit7, which was headquartered in London, but, eight years after they launched Talking Tom, which, in addition to fame, also brought them the title of the wealthiest Slovenians, the Login family decided to sell the company to the Chinese company Zhejiang Jinke Entertainment and turn to organic agriculture. Iza has a master’s degree in computer sciences, earned at the University of Ljubljana, whereas Samo Login got the same degree at the University of Maribor.

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