Raspberry is one of Montenegro’s most important berry crops, particularly grown in the northern regions such as Bijelo Polje, Mojkovac, Berane, Andrijevica and Plav. The study aims to analyze the significance of raspberry (Rubus idaeus L.) production in Montenegro, focusing on its economic impact, production systems, price trends, and sustainability challenges. The relevance of the study lies in understanding raspberry production within the global context, where Europe leads with 66.8% of total output (2012–2022). In Montenegro, the crop holds great potential for rural development and export. The research is based on statistical data analysis of production, pricing trends, and market dynamics from 2014 to 2024. Surveys were conducted with managers of major cold stores to understand purchasing prices. Production systems and post-harvest processes were reviewed to evaluate their efficiency and limitations. The ‘Willamette’ variety dominates Montenegro's production, with average purchase prices ranging from 1.2 €/kg (2018) to 4.3 €/kg (2022), averaging 2.025 €/kg over the analyzed period. Cold stores like “Senzal” and “Ekopromet” play a critical role in collection and freezing for export. Challenges include labour shortages, high production costs, and post-harvest losses up to 40%. The findings highlight the need for innovation in production systems and post-harvest handling to reduce losses and increase profitability. Mechanization and disease-resistant varieties could enhance efficiency and sustainability. To ensure sustainable growth, it is recommended to adopt mechanized harvesting, introduce resistant varieties, and expand the cultivation of fresh-market raspberries to leverage tourism demand. Investment in cold storage infrastructure is essential to reduce losses and improve export quality. This study is intended for researchers, policymakers, agricultural producers, and investors interested in sustainable raspberry production and export development.