The "Leskovački ajvar" Association complained that it is very difficult for them to defend themselves against various counterfeit products bearing the name "Leskovački ajvar" on their labels. A special type of fraud is carried out through social networks, which are very popular and accessible to most citizens and where most of these illegal products are advertised. Marković from Brestovac, a village in the municipality of Leskovac, has been producing pickled food for more than a decade, the most famous ajvar from Leskovac. As a member of the association of the same name, he was one of the first to decide to increase the value of the peppers he produces by processing them into a delicacy as has been done in this region for centuries. The decision to embark on this business was not easy, but Stevica points out that he did not make a mistake and that he is now satisfied. All the members of his family are involved in the production and work. From seeds and seedlings to picking, roasting, peeling, grinding, cooking and packing peppers in jars, the Marković family works by hand. It is a long way from the field to the table, except for Stevica, his wife, father, mother, two daughters and a dozen workers who participate in the intensive processing. What is special about their ajvar is the quality of the paprika, because the raw material is important for any product, and the fact that they do everything in the traditional way also according to the study of the geographical origin. There is no home in this area that does not prepare ajvar for the cold winter days. Ground or chopped, it can be mild, or spicy, when some gin is added. The other ingredients are no secret either. Salt, oil, sugar, because there are no preservatives in ajvar, and wine or apple vinegar. It seems easy, but it's a lot of work, so it's not uncommon for people in this region to join forces and help each other make ajvar.

Leskovac ajvar is protected by the geographical origin. Leskovac ajvar is different from all the others, because it is made from the Kurtova variety of bell pepper, which is characterized by a long fruit with a single tip; it grows on the land of Leskovac and in the microclimate of Leskovac. As a product with protected geographical origin, every step of the production process is constantly monitored by the certifying company. If any step from the seed to the jar, i.e. to the label, differs from the information in the geographical origin study, the brand will not receive a certificate, which is renewed every three years. When you buy, you buy verified. Today, the "Leskovački ajvar" Association  has more than 70 producers and each member of the association produces 4,500 jars of ajvar annually. As it is handmade and traditionally  prepared, the quantities are limited. Ajvar is mainly sold on the domestic market. The association plans to increase the number of members and production volume in order to expand the market and maintain quality. Leskovac ajvar is different from other parts of Serbia because of the special production process and the raw materials used. Everyone produces ajvar, but only four households are allowed to put the label "Leskovac ajvar" on their jars. People are afraid to enter this way of production, but anyone who is willing to follow the procedure is welcome to join the association. Through the certification process, they also perform analysis for heavy metals and pesticides; however, all this increases the price of the product, so unfair competition on the market is a problem for them.

Four years ago, they turned down a large retail chain because of the payment terms. Today they think it was a mistake, because they believe it would be a long-term business. Market research shows that "Leskovac ajvar" is known to potential consumers, but people do not know where to buy it. That is why Stevica Marković is now involved in a project to make original Serbian products even more recognisable and accessible to customers, and one of the ways is to sell them over the Internet.

In southern Serbia, in the valley of Leskovac, one of the most recognisable Serbian food products is produced. Using the traditional production method, from the “ajvarka” pepper roasting on a flat metal plate heated over an open flame to frying the ground pepper on oil, with the addition of salt, wine or apple cider vinegar, “Leskovački domaći ajvar” is obtained, a product with a dense, spready consistency, red colour and specific taste, with an irresistible roasted and fried red pepper aroma. The "Leskovački ajvar" producers' association, which bears the original name of  "Leskovac ajvar", was established in 2009 and gathers producers from various villages around Leskovac. From ancient times to the present day, the producers of Leskovac ajvar have lived for and from peppers. The people of Leskovac proudly bear the nickname "Paprikari". It is believed that the name "ajvar" comes from the Turkish word "havyar", which was the name for salted roe. The "Leskovački ajvar" association  currently has 16 members, including the Regional Chamber of Commerce and the Association of Cooperatives of the Jablanica and Pčinj districts. They are required as independent bodies in the certification process. They deal with the production, promotion and sale of certified Leskovac ajvar.