Ivana Mišković is the owner of the Rural Tourist Household near Sremski Karlovci, Serbia. She holds a Ph.D. in Tourism and Sustainable Development, along with extensive experience in teaching and academic research. As a widow and a mother of two, she took a bold step, deciding to move her family from the city to a rural setting and embark on the adventure of establishing a sustainable household operating on a minimum-waste principle.
Her mission includes educating both children and adults about the importance of reducing household waste production and processing surplus food from local producers and sellers to extend its usability.

Over the past year, Ivana has been dedicated to developing a food upcycling concept. Through the realization of her business idea, she extends the shelf life of fresh fruits and vegetables, milk, wine, bread, herbs, and medicinal plants by transforming them into edible souvenirs of the charming historic town of Sremski Karlovci. She utilizes non-returnable and disposable glass bottles and jars collected from local bars and restaurants, while discarded textiles are repurposed for decoration and the crafting of bags used for souvenir packaging.