
Đurić Ivan, Ph.D.
Ivan Đurić has a Ph.D. in Agricultural Economics from the Martin-Luther University Halle-Wittenberg in Germany.
He has been working for more than 17 years in research on innovations in the agri-food sector, food value chain business models, agricultural policy and trade.
Since 2018, he has been coordinating a research group working on digitalization in agriculture, dealing with projects such as:
- “Digital Transformation of China's Agriculture - Resources, Trade and Food Security” (DITAC, 2021-2023);
- “Determinants of consumer trust towards agro-food systems in Western Balkan: Linkages between trust and transparency through digital solutions as a path of fostering supply chain competitiveness” (eTrust-Food, 2018-2023);
- “Digitalization in Agriculture –
The social media impact on agri-food marketing” (AgriDigital, 2019-2021);
Since 2023, he is coordinating the IAMO XR Lab that uses different immersive digital technologies (AR, VR and MR) to analyse consumer behaviour and innovation adoption related to the agri-food sector.
Related projects are FoodScopeVR (DAAD,
2023-2024) and SecureFood (EU Horizon, 2024-2027).
Ivan is also a member of the CIS Agricultural Trade Expert Network (ATnet) of the FAO and acts as an IAMO representative within the Fraunhofer- Leibniz Initiative on Digitalization.