Plavska borovnica is a native species of wild blueberry or bilberry that grows naturally in the Prokletije Mountains located in Plav. Scientifically known as Vaccinium myrtillus L., this Montenegrin bilberry is harvested in July and August, the months which typically encompass the bilberry season in the country.

The fruit has a dark and succulent flesh distinguished by a sour-sweet flavor, and apart from being consumed fresh, it is also used in the production of various bilberry products such as bilberry wine, bilberry rakija (local schnapps), bilberry juice, bilberry vinegar, jams, and preserves.

Locals and tourists can participate in bilberry picking contests and enjoy a great variety of bilberry products during the annual Days of Bilberry Festival that celebrates this Montenegrin fruit and is held in Plav each July or August. Collecting bilberries has long been a family affair in the region, but due to the economic importance of this wild fruit to the local population and the area in general, certain protective measures have been imposed on the fruit’s harvesting process and its commercial exploitation.