You have taken on responsibility for the Adria region at a time when the business landscape is rapidly evolving. What does this appointment mean to you personally, and in what ways do you want to leave your mark in the coming years?
Returning to Adria is great for me, as I have spent a couple of years here already, working as the Chief Financial Officer in Coca-Cola HBC Adria, and I loved these countries and the people here. It was great to return and see how the company and markets have developed in the five years I had been gone. To me personally, it's a chance to help great things happen – both in and outside the company.
Bosnia and Herzegovina is in a unique economic and social position. What concrete opportunities do you see here for growth and investment, and how can Coca-Cola HBC play a role in unlocking them?
Coca-Cola HBC BH is well-positioned to help unlock this potential. We are a local company, operating here in Hadžići, and our commitment goes beyond business performance - we aim to be a catalyst for positive change. We see concrete opportunities in two key areas: growing our local footprint and investing in societies.
As our local production and distribution are growing, so grows our positive impact on the economy. Our last Socioeconomic report showed that in 2023. Coca-Cola system in BIH had an impact of 303 million KMs, and that translates to a direct and indirect contribution of 0,65% of GDP. We don’t contribute this alone – we are working with 352 local suppliers, and more than 15.000 customers in Bosnia and Herzegovina. As for the investment in societies, we are proudly investing in long term projects, for example through Coca-Colina Podrška mladima, and our support of the Sarajevo Film Festival and Sportske igre mladih. But we are also here when there are emergencies, and were very proud to be recognized as the biggest donor of the Red Cross in BIH in 2024. These are just a couple of examples – I’m sure that through the work of Coca-Cola in BiH we will help both companies and society in many more ways.
Sustainability has become an indispensable part of any business strategy, but where is Coca-Cola HBC positioned regionally on this front, and which steps do you plan to intensify in order for the Adria region to become a leader in sustainability?
Regionally, we are positioned very well – we will soon be issuing a sustainabilty report for Coca-Cola BH so there you will be able to track our progress. As for our work in the future, we will be focusing on our strategic priorities -like single-use plastics and packaging waste, reducing emissions, and health and nutrition. We firmly believe that all businesses share responsibility for these matters and must take part in finding solutions both globally and locally.
Global conversations on sustainability often emphasize recycling and reducing emissions. What do you consider the key breakthrough companies like yours must make to accelerate visible change in the communities where you operate?
Recycling remains a key focus for us when it comes to driving meaningful change in local communities. One example is our project Recycle Me. Give Me a New Life, now in its third season in Bosnia and Herzegovina. Together with our partners Konzum BiH and Super Kartica, we’ve shown how small, everyday actions can lead to big impact. Citizens collected over 202,000 PET bottles this year. Thanks to their engagement, these bottles will be recycled instead of ending up in landfills—proving that every bottle has new value and that collective action truly matters.
Your company has a profound impact across value chains, from suppliers to consumers. Which topics would you like to see the regional business community take greater responsibility for and collaborate on in the coming period?
You are right, the impact we have in Bosnia and Herzegovina is truly profund. For every BAM we create as Coca-Cola we are supporting another 6,7 BAM of additional value to the local economy. When we look at the regional business comunity, it's great to see that more and more the topics of sustainability are coming into the focus.
As an industry leader, Coca-Cola HBC is under close public scrutiny. How do you balance the pressure for short-term results with the long-term commitment to sustainable business practices?
Balancing short-term performance with long-term sustainability is not a trade-off, it’s a strategic imperative. At Coca-Cola HBC, we believe that sustainable business practices are key to long-term growth and resilience, and this is imbedded in everything we do. A great example of that is the fact that Coca-Cola HBC has once again retained its title as the world’s most sustainable beverage company, for the eighth time! I can tell you that this is no small feat. This approach is very much present in all the markets of the Coca-Cola Hellenic Beverage Company, and Bosnia and Herzegovina is no exception.
In an era where talent chooses employers as much as employers choose talent, how will you build a culture within Coca-Cola HBC Adria that reflects the values of sustainability and innovative thinking?
Coca-Cola HBC B-H Sarajevo was named the employer of first choice in the FMCG category in Bosnia and Herzegovina just 6 months ago. This recognition came from a regular survey which gathered insights from over 35,000 respondents across the country. We’ve consistently ranked high in these surveys over the years, which speaks about our long-standing commitment building a great culture: we invest in the development of each employee, offer career growth opportunities, provide access to learning, share best international practices, and foster an inspiring workplace culture.
Some of our initiatives have not been widely promoted so far because internally, they’re simply part of how we operate. But we’ve come to realize how important it is to communicate our values, offerings, and expectations to the public and potential employees, so we are doing more and more to share the great things we do. In many ways, we believe we’re a unique employer in Bosnia and Herzegovina, and we’re proud to show that we offer more than just a job.
