"That's the best quality land and soil in Europe," says Goran Matic, proudly waving a hand in the direction of the fields surrounding his farmhouse in Serbia's Vojvodina province.
Mr Matic is just warming up. Soaking up the winter afternoon sun, he delivers an extended eulogy-cum-reverie about the properties of the earth in this part of the country.
For those not initiated in the finer points of what makes one kind of soil better than another, it boils down to this: The Vojvodina soil is rich, dark and anything will grow in it.
The Matic family farm, Brkin Salas, is typical of the traditional Serbian model. It covers eight hectares (19 acres) and the fields are cultivated without the use of chemical fertilisers.