Rockwool Adriatic Ltd. in Podpićan is a 75 million euro investment of a Danish multinational corporation. Ever since the factory started operating in 2007, the local population, 5000 altogether, has started choking in smoke and stench. As numerous phone calls to the government authorities have neither answered their questions nor solved their problems, a group of citizens represented by Matilda Ilić and Doris Floričić have started the citizens’ initiative Naša zemlja (Our Land) with the purpose of shutting down the factory Rockwool Adriatic Ltd.