Branko Mijajlović is the owner of Morava Butchery, once a small family business, and today an authentic Belgrade brand, whose masters have been preparing selected pieces of high-quality meat with special attention for their fellow citizens for a full 40 years. With his personal commitment, as well as visionary ideas, Branko transformed a local family butchery into a brand whose recognition today extends beyond Serbia. Today, Morava Butchery exists in a total of four locations. At locations near busy city markets, there are famous, artisanal butcher shops where Belgraders can always buy all types of the highest quality fresh meat cuts, while the other two locations, Mercator Center Belgrade and Palilula Market, are reserved for Meat Concept Stores, two widely known “Morava” dining establishments, the first of their kind in Belgrade. These are places where customers can come and enjoy “Morava's” premium meat cuts prepared for them by top chefs. Add to this a carefully selected choice of wines that will perfectly complement the noble meat cuts, and it is quite clear why Meat Concept Store restaurants have become such popular meeting spots for the true gourmets of Belgrade, and beyond, in a very short time! Morava Butchery also has its HoReCa segment responsible for supplying the most famous restaurants and hotels with top-quality meat cuts, starting from ćevaps and the well-known pljeskavicas, to the Premium Dry Aged beef program.