In recent decades, gathering and utilization of non-wood forest products (NWFPs) have enjoyed a noticeable increase in the interest of both scientific and professional organizations, non-governmental institutions and private sector in Serbia. The Western Balkans have a rich biodiversity with a long history of collection and use of NWFPs and an increasing level of commercialisation.

The paper presents an analysis of NWFPs commercialization using value chain method. The analysis is useful in determining the importance of stakeholders or individuals, such as collectors, processors, enterprises and exporters, in driving the trade in NWFPs from Serbia. The objective was to assess the constraints and opportunities for NWFP - based enterprises, and to design more efficient and competitive business solutions by analyzing relationships between chain actors. Primary data were collected through in-depth interview and using open-ended questionnaires with NWFP pickers and processors from around the Serbia. The data were analysed using value chain analysis (VCA), marketing mix, SWOT analysis and analytic hierarchy process (AHP).

The results show the most important raw and final products, prices, types of promotion and structure of distribution channels for NWFPs in Serbia. Processors face challenges of a lack of finance, support from state, insufficient processing technology, and poor transport and communication infrastructure.