Borislav Rajkovic is a PhD student at Leibniz Institute of Agricultural Development in Transition Economies (IAMO). He has finished his BSc and MSc in agricultural economics at the Faculty of Agriculture, the University of Belgrade, Serbia (2013, 2016). The PhD work of him is oriented towards linkages between consumers’ trust and companies’ transparency, enabled with digital solutions - a path of fostering supply chain competitiveness in the area of agricultural products. During 2015, he was working as a trading assistant, in the department of fresh fruits and vegetables (trading sector), at the second-largest retailer in Serbia (Mercator-S). He was a part of the bilateral project, between Germany and Serbia, funded by German Academic Exchange Service (DAAD), in 2016. Since 2017, he is a PhD student at Martin Luther University and IAMO, Halle, Germany. He was Leibniz/IAMO scholarship holder (2017), and since 2018 he is a DAAD scholarship holder.