Focus on Belgium 2022

AUDREY HEPBURN

The epitome of elegance and one of the most iconic Hollywood stars of the last century, Hepburn was born in Brussels.

Belgium

FOCUS ON

COMMUNIST MANIFESTO

Karl Marx lived in Brussels in 1845–1847, where he wrote the Communist Manifesto in the restaurant Le Cygne located in the Grand-Place.

BELGIUM HAS A ROYALS

Belgium has a long monarchy history dating back to 1165! The current king of Belgium is Philippe, who was born in 1960.

BELGIAN FRIES

Not only were fries invented in Belgium, but they are also the largest consumer of fries per capita. They eat about 25 kg each year!

THE SMURFS

The Smurfs were created by Belgian comic artist Peyo (a.k.a. Pierre Culliford) in 1958. Called “Les Schtroumpfs”.

It is Imperative to Overcome the Legacies of the Past

When countries, businesses, and people cooperate, the future always looks bright

H.E. Cathy Buggenhout, the new ambassador of Belgium to Serbia, came back to Belgrade after 30 years and spoke with us about all the differences, Serbian striving to become a member of European family and business that our two countries try to do in this challenging times.

This is not your first time working on a diplomatic mission in Serbia and former Yugoslavia. The first time was during the Yugoslavian wars during the ’90s. What is your opinion on our society after 30 years of distance?

Indeed, it is great to be back again in Serbia, and now for a longer while than the seven months that I spent here in 1996 when we brought the Embassy of Belgium back to full speed after some difficult years. It would be unwise to give an opinion on chang-

days, there is a real “great city” vibe in Belgrade. And there are cycling lanes, albeit still limited. The names of the roads have changed – in 1996, I lived on Bulevar JNA. I like the new “freedom”- name better. Back then, when crossing the bridge over the Sava to Novi Beograd,

prit. Even though this would have never been possible, we still have today’s mainstream narrative about Serbia’s disobedience from the West. What is your personal opinion on this, especially from your experience in the ’90s?

es in society after only three months of tenure as Ambassador, but of course, I am happy to share some first impressions. The Serbian people are still as enjoyable company as twenty-six years ago. There is always time for a smile and a coffee in this country. Nowa-

buildings basically stopped at Palata Srbije until you arrived in Zemun! Now it is full of high risers, reflecting the true international exposure of the city.

Serbia was then chosen as a major (if not the only one) cul-

The current security environment makes it imperative to overcome the legacies of the past. We are confronted with the largest geopolitical threat of our lifetime in Europe following the Russian aggression in Ukraine. So, I would rather not dwell on the nineties, but I would look at the future.

Disobedience is a word I associate with kids, not with a country. Serbia’s place is in Europe. My country is supportive of the EU accession of

WE ARE CONFRONTED WITH THE LARGEST GEOPOLITICAL THREAT OF OUR LIFETIME IN EUROPE FOLLOWING THE RUSSIAN AGGRESSION IN UKRAINE

CATHY BUGGENHOUT H.E. Ambassador Extraordinary and Plenipotentiary of Belgium in Serbia

AMBASSADOR INTERVIEW

by Dragan Nikolić

© Goran Zlatković

Serbia and stands for, just like for all the other EU candidate countries, a strict and fair conditionality in the accession negotiations. It is crucial to make the necessary reforms, especially regarding the fundamentals - this means, amongst others, that further work and political commitment are needed to deepen reforms and that shortcomings in areas of

ties. Do you think that such a supportive and protective system is missing here in Serbia?

For Belgium, LGTBQI+ rights and the fight against discrimination are an integral part of basic human rights. Europride Week 2022 was a milestone for Serbia, as it was the very first time that both the International Conference on Human

missed opportunity for Serbia in terms of public image.

What are your goals in this mandate, especially considering that Serbia has a new government only a few months after your appointment in Belgrade, with a still unclear agenda and the direction in which it will go?

the judiciary, the fight against corruption and organized crime, media freedom and the domestic handling of war crimes need to be addressed. I can understand that Serbia is in a difficult position to take a strong stance towards Russia. But being a candidate country to the EU, Serbia has to align itself to the EU Common Foreign and Security Policy to the fullest possible extent.

The Modern World strives for pluralism, liberty and democracy, but often it has to offer less than expected when it comes to real life. Why is it so hard for liberal ideology to accept differences sometimes?

The core mandate of a diplomat is to diffuse tensions, resolve conflicts, and enable meaningful negotiations, whether it is in the economic or political area. As I have spent many years as a diplomat in the US, I will quote Benjamin Franklin: Remember not only to say the right thing in the right place but, far more difficult still, to leave unsaid the wrong thing at the tempting moment.  For the rest, I leave the reply to this question to philosophers, historians and greater minds than mine.

Belgium supported Belgrade’s Europride in September 2022. Have you seen the festivity as it should have been or social tensions as it was? Homophobes exist in Belgium as well, but there you have a system which works to prevent incidents and protect minori-

Rights and the March were held in the Western Balkans. Allow me to remind you that the decision to hold Europride in Serbia was taken in 2019 upon Belgrade’s own candidacy, which was supported by Pride Committees from Zagreb, Thessaloniki, Sarajevo, Pristina, Skopje, Podgorica and Tirana. So, it was a tremendous opportunity for Serbia to have Europride 2022 in Belgrade. Belgian Vice Prime Minister Mrs Petra De Sutter, the Chairwoman of the Senate Mrs Stephanie D’Hose and Brussels Regional Minister for Foreign Trade Pascal Smet all came to Belgrade to take part in the International Human Rights Conference. We appreciate that big steps on LGTBQI rights were taken by Serbia, such as the Law on Gender, or amendments and adaptations in other laws related to birth registration or non-discrimination. On the day of March September 17, Serbia, not only as a candidate country to the EU but also as a Member of the Council of Europe, had a role as an example for the whole region. Therefore, it was all the more regrettable that the march itself was shrouded in uncertainty and controversy. Of course, in a healthy democracy, people are entitled to different opinions – freedom of speech and thought are fundamental human rights too. But respect for human rights implies tolerance and respect for all human rights, also the ones you do not agree with. So, in short, I see the Europride March 2022 as a

I think the new Serbian government would not agree with your words about an unclear agenda and direction. Both direction and agenda are clear, given the energy crisis that we are all facing in Europe. From the Government Declaration proclaimed in Parliament by Prime Minister Ana Brnabic to the first contacts that I had with the government, I see conviction and purpose. As said before, Serbia is an EU candidate country. That will be one of my work areas, as Belgium will hold the rotating Presidency of the European

Union in the first half of 2024. Then, there are economic, commercial, and consular aspects that need attention. For instance, there are, according to Eurostat figures, over 350,000 Serbian citizens working in the EU – so also in Belgium. They are the best “ambassadors for Serbia” in my country, just like our Belgian companies and Belgian people in Serbia are the best “ambassadors for Belgium” too.

Would you support an expressway for Serbia in terms of EU integration as a consolation prize for Kosovo’s recognition?

EU accession is a process based on objective benchmarks laid down in each of the negotiating chapters. It is never a consolation prize. It is my country’s profound conviction that Serbia and Kosovo can work out an agreement with mutual respect – I strongly believe in diplomacy.

THE SERBIAN EXPAT COMMUNITY IN BELGIUM IS SEIZABLE, AND AT THE EMBASSY OF BELGIUM IN BELGRADE, THERE ARE NEARLY 400 BELGIAN CITIZENS REGISTERED WHO OFTEN ALSO HOLD SERBIAN CITIZENSHIP.

Photo: Cathy Buggenhout, H.E. Ambassador Extraordinary and Plenipotentiary of Belgium in Serbia

How is it possible that the unilateral proclamation of Kosovo’s independence is in line with International Law and welcomed by the West, but the same proclamations in Ukraine’s Donbas region are not? Speaking strictly within the legal frames, without historical excuses, where are the differences?

If you can give me facts which fully equal the military aggression of Russia in Ukraine, starting with the illegal annexation of Ukrainian Crimea in 2014, then I will be able to give you a precise reply to your question.

The only way to resolve disputes is through dialogue and negotiations, just like Skupstina Speaker dr. Vladimir Orlic said on November 12th, “we want to return to dialogue, and therefore two parties are necessary”. Belgium fully supports the EU-facilitated dialogue and the work of EU Special Representative Miroslav Lajčak, as well as the initiatives of individual European

Union member states and other well-meaning and helpful countries. Belgium believes all issues should be addressed in the Dialogue, step by step. The focus and end-game should be on reaching a comprehensive normalization of relations

everything during my tenure to enhance them even further where possible. There are frequent bilateral contacts in Brussels because Serbian Government Ministers travel to Brussels for meetings at the European Union institutions. Belgium also always seizes opportunities for major international meetings, such as

are not loud that Brussels looks far away from Belgrade. In all truthfulness, maybe we should be a bit louder and twitter a bit more on all aspects of cooperation between our two countries. Did you know that Mrs Miscevic, the Minister for Europe in the new Serbian Government, studied at the College of Europe in Bruges? Also, our Belgian businesses are manyfold in Serbia, and they have been here for a long time. Maybe it goes unnoticed, but every time you do your shopping in Maxi, there is a sign with a lion figure next to it, mentioning Delhaize, founded by the Belgian entrepreneur Jules Delhaize in 1864 and employing around 10.000 people in Serbia. One must also know that economies in the EU are highly integrated, so often, you do not see the “Belgian part”. Let me give you an example. When you use the window wipers of your car in Belgrade, the odds are that they are produced by the Bosch factory in Tienen, Belgium.

between Serbia and Kosovo, which is essential for your respective European paths.

Serbia and Belgium have no open issues if we’re correct. But what about cooperation between the two? Where, in which fields can you see room for progress? Compared to some other European capitals and major cities, Brussels still looks too far from Belgrade, doesn’t it?

Of course, I happily confirm our excellent and stable bilateral relations and will do

the UN General Assembly or the Francophonie Summit, to set up bilateral meetings with Serbian counterparts. But bilateral relations are more than official meetings. For instance, connecting our people. There are direct flights to Serbia from several Belgian airports – so Belgrade and Brussels are only two hours apart! The Serbian expat community in Belgium is seizable, and at the Embassy of Belgium in Belgrade, there are nearly 400 Belgian citizens registered who often also hold Serbian citizenship. It is not because we, Belgians,

Belgian companies in Serbia are active in many sectors, from renewable (wind) energy with Elicio to more traditional ones such as Carmeuse, Cordeel, or Talent4Blinds. When talking to our business community, it is clear that they are successful and that they are also bringing innovation. Like Puratos d.o.o., a highly innovative Belgian global food company, said to me, and I quote, “Consumers in Belgrade, and in Serbia overall, are absolutely comparable with consumers in developed markets in the sense that they are following global trends and are willing to reward producers that offer good quality or value-added products. Therefore doing business in Serbia is as exciting and rewarding as anywhere else. Furthermore, our business results in recent years led us to the decision to invest in a new factory that is currently under construction and will strengthen our presence in this market in years to come”.

To conclude, when countries, businesses, and people cooperate together, the future always looks bright.

I HAPPILY CONFIRM OUR EXCELLENT AND STABLE BILATERAL RELATIONS AND WILL DO EVERYTHING DURING MY TENURE TO ENHANCE THEM EVEN FURTHER WHERE POSSIBLE

The President of the Senate of Belgium, Mrs. Stephanie D’Hose (in the middle), and the Vice-President of the Government of Belgium, Petra De Sutter (left), with H.E. Ambassador Cathy Buggenhout (right) during their visit to Serbia

© Goran Zlatković

A Caravan from Flanders

That trade and culture go hand in hand were successfully illustrated by the cultural-business event organized by Vlamingen in de Wereld (VIW) – Flemings in the World – in Belgrade on November 29th. Flemings in the World is a Belgian non-profit organization based on a worldwide network of 80 representatives. With an estimated 300.000 Flemings living abroad, VIW aims to be the bridge between the emigrated Flemish community and their neighbors.

If the Flemish community in Serbia is not a large one, it is very diversified indeed. The business community is largely represented by the Belgian Serbian Business Association (BSBA), but what about other Flemings? In order to create an all-inclusive momentum, I decided to approach two pillars of my Flemish culture: its language and its art. Dutch, Netherlandic of Flemish is taught at the Philological Faculty of Belgrade University. It was not difficult to arouse an enthusiastic response from Professor dr. Jelica Novaković-Lopušina, founder of the Department for the Dutch language, nor from dr. Bojana Budimir, assistant professor. As for culture, I discovered the amazing collection of Flemish Masters at the National Museum of Serbia (NMS). Mrs. Jelena Dergenc, council and curator of the Museum and specialist in Flemish and Dutch Masters of the XVI and XVII centuries, agreed to support my eclectic initiative.

Inspired by a caravan that originated from Flanders to Constantinople 490 years ago, with a diverse group of diplomats, artists, and traders, my present-day Caravan from Flanders would start at the atrium of the NMS. Businessmen, translators and writers, editors and artists, professors and students answered my invitation. From Professor Novaković, we would learn about the historical bonds between Serbia and Flanders during Renais-

sance times. However, it was in the 19th century that entrepreneurs from the newly created Belgian state showed substantial interest in Serbia, which had freshly gained independence from the Ottoman empire. Cultural exchanges went in both directions, hence Miloš Crnjanski’s statement, which characterizes Flemings as “those who how

tistics), hence the spotlight on the Flemish trade agency Flanders Investment and Trade. Dr. van Veghel also shared with us recent finesses referring to the evolution of the Dutch language, with gender inclusiveness. In the Great Dictionary of the Dutch language (Van Dale), words can be either masculine (m), feminine (v), or gender neutral (x).

to live and how to enjoy life, food, drink and sleeps…they show a welcoming hospitality, they pay without robbing, but more than anything else, they enjoy laughter”. The hedonistic character of Flanders is confirmed by dr. Budimir’s survey conducted amongst Serbian students after their four-year course. Although admitting not knowing much about Flanders initially, they prefer Flemish authors to Dutch ones since they are “luxurious, exuberant and sensual.”

Mrs. Marijana Milošević-Tufegdžić and dr. Hugo van Veghel, both featured in this issue, would enlighten the audience as to the macro- and micro-economic aspects of Serbian-Flemish trade relations. Of the total Belgian imports and exports to Serbia, about 67% are attributed to the Flemish region (NBB sta-

The editors explain that this is “a consequence of the changing conception of our society, by which the language changes as well.”

The last speaker and guide to the Caravan from Flanders would be Mrs. Dergenc, curator of the National Museum. It is noteworthy that this prestigious house hosts one of the largest collections of European art in the region. If at the end of the 19th century, the NMS acquired its first major work of Flemish art, it would be through diplomatic donations between the two World Wars that the collection would grow to its remarkable 200-piece collection of Flemish and Dutch Old Masters. In the Grand Gallery, Mrs. Dergenc would illustrate three of its finest acquisitions: “Diana presenting the catch to Pan” (1615) by Rubens, a floral

tableau by Jan Breughel the Elder, and an oil on canvas by an anonymous Flemish artist depicting a young girl. Mrs. Dergenc illustrated the “manifactura” or industries of the School of Antwerp. Rubens, both painter, diplomat, and entrepreneur, often employed Snijders to paint animals, fruit, and still life in his own paintings. Moving to the Breughel floral arrangement, the painting should be read as depicting Christic symbolism. Probably the most moving painting would be the Young Child by a Flemish author unknown. It is hard to render in a few words the eagerness with which Mrs. Dergenc captured her audience. Suffice it to say that her presentation incited all participants to return to the Museum. As with all Caravan Sarai, the final stop is often a watering hole. It was not water but a wine that quenched our thirst. Like five centuries ago, the Caravan from Flanders in Belgrade was an amalgam of typical creative activities of Flemish people: negotiation, trade, and art. The Flemish-Serbian bond continues: Mrs. Dergenc will be traveling to the Royal Fine Arts Museum of Antwerp, Flemish students are invited to visit Belgian investments, the NMS will launch the translation by Professor Novakovic of Het Schilder Boeck (Karel van Mander 1604), editors will continue to publish Serbian translations of Flemish literature. Our travels continue.

About author

GILBERTE DELVA-PETROVIĆ

A retired Belgian Trade Commissioner and represents Vlamingen in de Wereld in Serbia

A special thanks to the sponsors: ELICIO (renewable energies), TARA IC (International Consulting), ITCCI (Center for Knowledge and Technology), and the BSBA.

IF THE FLEMISH COMMUNITY IN SERBIA IS NOT A LARGE ONE, IT IS VERY DIVERSIFIED INDEED

Centuries ago, the Caravan from Flanders in Belgrade was an amalgam of typical creative activities of Flemish people: negotiation, trade, and art

Human Interaction is Key for Any Business

If you want to deal with Belgians: Know them!

HUGO VAN VEGHEL Chairman of the Belgian-Serbian Business Association

While Belgian – Serbian cooperation is blooming, we all face many challenges from pandemics, economic crises and the war on European soil. Let’s see what we have learned from our past and what we could do to keep our businesses alive from the interview with Mr Hugo Van Veghel, chairman of the Belgian-Serbian Business Association.

Although pandemics are not over yet, we can speak about the lessons we learned. What do you think? Is there some-

thing good that emerged from this horrible period?

“Forbes” formulated already in mid-2021 five lessons learned on resiliency and strength: be prepared for the unexpected, encourage collaboration and a healthy workspace, renew focus on work-life balance, stay true to your principles while changing your physical presence, and remember: Happy employees and customers are key to getting back into the office. One of the best lessons that we can all learn from the pandemic is a renewed com-

mitment to resiliency. When a business and its employees are tested by a worldwide crisis, they collectively learn their strengths and the areas in which they can improve. We must all be sure to continue to apply those lessons and stay out of the other side of this pandemic stronger. It’s through these difficult situations that we find what matters most in our business and in life. So, if something good emerged from this horrible period it is the increased awareness of the need for a good work/life balance.

How has the global crisis affected the Belgian-Serbian economic relationship?

Not talking about figures, but I cannot say that the pandemic had a negative effect. Even during the periods with travel restrictions, we welcomed new explorative companies. Logical, as the pandemic showed that long supply chains are more vulnerable in most crisis situations. The European logistics sector certainly benefitted from that exercise. BSBA members like Vedeto Plus doo and Storage Systems doo will confirm that. Also, our members from the IT sector have benefitted from this crisis. Metal sheet processing in “Metech” in Smederevo and

ONE OF THE BEST LESSONS THAT WE CAN ALL LEARN FROM THE PANDEMIC IS A RENEWED COMMITMENT TO RESILIENCY

INTERVIEW

“Blockx” in Bački Petrovac are in expansion. It indicates that our Belgian companies have strengthened the economic relationship.

What can you teach Serbian companies to do business with Belgium? Is there interest in the Belgian market here in Serbia?

If you want to deal with Belgians: Know them. Surviving Belgium requires a certain state of mind. Call it Belgian zen: an ability to cope with a way of life that is sometimes disturbing; Belgians tend to be tolerant, flexible, modest, and open-minded. They value privacy, enjoy a safe and comfortable life, work hard, and are self-disciplined. Know this and make sure that you can convince them that you can be a match.

Even in 2021, the trade figures improved in both directions. Serbia increased its supply volume to Belgium by more than 34%. The interest in the Belgian market is certainly alive in Serbia.

BSBA networking events help businesses by providing precious contacts to all. How is it important for businesses to stay socially involved with local communities?

The business will always be driven in a P2P (People to Peo-

ple) context. Human interaction is key. We all know and work with KPIs but read the acronym also differently in time; Keep People Interested, Informed, Involved, Inspired. Personally, people always have been the key to my consulting business. It is what Belgian businesspeople have to learn when coming to the region. You can sometimes do better business over coffee in a ”kafana” than in a luxurious diner. However, real-time networking events allow you to deliver a pitch presentation to more people in a short period of time. If you are not looking for a business deal you might explore faster on your competitors. If neither one is important to you these events deliver a comfortable environment with like-minded people… business people.

What are the main obstacles for Belgian businessmen here in Serbia? Could BSBA identify those problems and make some guidelines for those who are facing them?

As far as my experience can reach, the main obstacle very often seems to be the availability of resources, financial resources. It reminds me of a young Belgian entrepreneurial team with a new product for the fashion sector, looking for a production partner in Serbia. When all seemed to be

developing well the partnership conclusion failed over the financial capacity of the Serbian company. In every new partnership for a new product, there are risks, and partners need to share the risks, something that is not always rightly understood in this region. There are piles of books and articles written on “Doing Business with…”. Theories can be a basis, but real life is often quite different. In the BSBA, we look at each case in an

individual way and try to advise or hint at what could be a good approach at that moment and place. E.g. we would give different hints in preparing a meeting with Flemings than with Walloons, like it is different dealing with business people from Subotica and Vranje.

What’s new from your side since the last December when we spoke for 2021 Focus On Belgium?

We have noted that the shift to online lectures, seminars or meetings resulted in an increase in participants compared to life events. Business people have tight schedules and full agendas; hence being present at an interesting seminar without getting out of the office for half a day became more popular. The BSBA is, to the maximum extent teaming up with other bilateral chambers or business clubs in organising such events. It has also increased the bond between the smaller chambers. With a better and shared cost-benefit, we can join in organising more events with an open character (not only for members). It also serves the networking and results effectively in welcoming several new members.

YOU CAN SOMETIMES DO BETTER BUSINESS OVER COFFEE IN A ”KAFANA” THAN IN A LUXURIOUS DINER

© Vladislav Nikolić

Our Business is to Help Yours

tries and help Belgian and Serbian companies improve cooperation and find new synergies.

You represent three Belgian state agencies in the Serbian market. What can you tell us about them and what are their interests in Serbia?

MARIJANA MILOŠEVIĆ –TUFEGDŽIĆ

In the interview for our magazine, Economic and Trade Counsellor at the Embassy of Belgium in Belgrade, Marijana Milošević – Tufegdžić, spoke about Serbia’s geostrategic position, its appeal to Belgian investors and how the Open Balkan initiative can contribute to the development of economic relations.

Can you explain your position in the Embassy to us? You are not a classic economic attaché, but you are the head of the economic department of the Belgian embassy. What is your role and how important is it for the economic cooperation between our two countries?

Belgium has economic and trade advisors in over 80 countries worldwide and I am a proud member of this big family. Our office in Belgrade provides support to Belgian companies that want to expand their business to Serbia and offer their products and services here. We support them in finding potential local partners, identifying local business opportunities and profitable sectors, establishing connections with the private and public sectors, and facilitating the organization of B2B and B2G meetings. We want to bring Serbia, as a business destination, as close as possible to Belgian business people, as well as to introduce Serbian business people to Belgian know-how, technologies, and products. Also, we support local companies that are interested in expanding their business in Belgium, as their investment

destination. Our mission is to bring local business communities together with companies and partners from Belgium. We also strive to build economic bridges between the two coun-

Each of the three Belgian regions - Brussels Capital Region, Wallonia and Flanders - has its own regional agency focused on export support and promotion. The motto of our parent agency -Brussels Agency for Business Support - hub.brussels (https:// hub.brussels/en/) is “Our business is to help yours” and this best represents the agency and its commitment to support the Brussels-based companies and entrepreneurs at every stage of their development, as well as by being a partner to foreign companies that choose Brussels as their business destination. We also represent two other regional agencies - Wallonia Export & Investment Agency ( https://www.awex-export.be/ ) and Flanders Investment and Trade (https://welcome.flandersinvestmentandtrade.com/ en ) which also provide full support to businesses from their respective regions. Following the Belgian motto – “L’union fait la force” - all three agencies have joined forces under our auspices intending to support Belgian companies that want to expand their activities to Serbia to be as effective as possible. Every year, we carry out various activities such as thematic seminars, presentations and eco-

EVEN THE VERY TURBULENT AND CHALLENGING YEAR OF 2020 DID NOT SIGNIFICANTLY DISRUPT THE LONG-TERM POSITIVE TREND IN THE BELGIAN-SERBIAN TRADE

nomic delegations, all to bring the two countries’ business communities closer together, finding additional opportunities for cooperation and exchanging experiences. Last year, the first Memorandum of Understanding was signed between the City of Belgrade and the Brussels Capital Region, which was presented to the public in September, during the visit of Pascal Smet, State Secretary of the Brussels-Capital Region, responsible for Urbanism and Heritage, European and International Relations, Foreign Trade.

How much has the global crisis caused by the pandemic affected the trade between Serbia and Belgium? Is the current situation balancing out and at what level is the trade?

The pandemic-induced crisis caused was a really big shock for everyone, and although it shook the entire global community, it turned out that the business community is quite resilient and quickly adaptable because crises often create new solutions. Even the very turbulent and challenging year of 2020 did not significantly disrupt the long-term positive trend in the Belgian-Serbian trade. In 2020, the value of Belgian exports to Serbia fell by only 3%. This decline was compensated very quickly, and soon after, in 2021, Belgian exports to Serbia went up by almost 14% and amounted to o 440 million euros. The total trade in goods stood at almost 700 million euros. During the first eight months of this year, the value of exports reached 260 million euros, which is a 30% increase relative to the same period in 2021. We hope that this trend will continue in the future. Economic relations between Belgium and Serbia are constantly progressing, but there is always room for more development. Belgium is a leader in many economic sectors, and there are indeed numerous areas in which it is possible to improve or develop cooperation - from environmental protection, water treatment, waste management and renewable energy sources to biotechnology, IT, smart city solutions and innovation in different sectors. The

IN GENERAL, INVESTORS INVEST IN STABLE COUNTRIES, SO CANDIDATE STATUS IS PROOF OF THAT STABILITY FOR MANY INVESTORS

opportunities for further cooperation, as well as for the transfer of technology and knowhow between the two countries, are truly endless.

Are Serbia’s slow EU accession negotiations harming business? How important is the candidate status for Belgian companies that plan to invest in Serbia?

In general, investors invest in stable countries, so candidate status is proof of that stability for many investors. Also, for emerging countries, such as Serbia, a political risk assessment is very important for investors. Every step forward that Serbia makes in its accession process builds the confidence of foreign investors regarding investing in Serbia because it demonstrates that Serbia is a more stable market for investments. I would like to underline that during the last decade, the EU has been Serbia’s main economic partner, the largest investor and the biggest provider of financial assistance.

What are Serbia’s comparative advantages over other regional countries and does Belgium see Serbia as an entry market for the entire region?

Serbia is the leading market in the Western Balkans region, in terms of economic potential, population and territory. Although it is landlocked, Serbia has an excellent geostrategic position, given that it is at the crossroads of pan-European corridors. Belgian companies that have decided to invest in Serbia come from various sectors - the food industry, metal processing industry, IT, construction and renewable energy sources. Some of these companies use Serbia as a base for doing business in the entire region, while others view each country separately. In any case, the experiences of existing investors are very important for either their further expansion in the Serbian market or for the expansion of business to other regional markets. Existing investors who are successfully operating in the Serbian market are the best recommendation and the biggest “comparative advantage” for attracting new companies.

What do you think about the Open Balkans Initiative and how does it contribute to economic cooperation between Serbia and Belgium?

Regional initiatives aimed at creating a Western Balkan com-

mon market, which would function based on the four economic freedoms (free flow of people, goods, services and capital) are certainly in the best interest of the regional business community. Regional cooperation boosts stability and prosperity, especially in a crisis, because it has the potential to transform the region and further develop its economy. Recently, foreign investors have often been seeing the region as a unique investment destination. Regional initiatives are the best way to strengthen economic cooperation, facilitate the growth of Western Balkan economies, improve the business climate, attract foreign investments, increase employment and provide an effective response to major challenges and crises.

What is your advice for Serbia? What does the country need to fix to further improve its business environment?

In recent years, Serbia has made important steps in creating a stable platform for the country’s economic development and a stimulating investment environment. I think it is very important to continuously work on improving the business environment, reducing and eliminating some administrative barriers and better implementing the rule of law. Of course, we don’t need to especially highlight how important stability, predictability and transparency of the business environment are to Belgian companies, but also to all foreign and domestic companies. These improvements would not only increase the trust of Belgian or other foreign investors in Serbia but, more importantly, would bring benefits to domestic companies. Also, further developing ties between foreign investors and local companies would help maximize benefits for the overall economy. By improving business conditions and increasing the market’s appeal, due to its proximity to EU countries, Serbia will be able to benefit from the reorganization of the global supply chain in terms of nearshoring. Satisfied investors are the best economic ambassadors of a country.

INTERVIEW

Chocolate with Geographical Origin

The secret of

The top-quality baking and confectionery products arrived in Serbia a quarter of a century ago with the entry of the Belgian company Puratos to this market. We spoke with three executives from the company’s branch in Belgrade - Ljubomir Milošević, General Manager, Aleksandra Radičević, National Sales Manager, and Ivan Aničić, R&D Manager - about Puratos chocolate with the geographical origin and the Cacao-Trace project, which benefits the local community of cocoa producers.

Your company has been doing business in Serbia for a quarter of a century. What is your view of the Serbian food industry&market? Is there a noticeable improvement in quality, that is, is Serbia getting closer to European standards when it comes to this industry?

Ljubomir Milošević: The Serbian baked and confectionery product market has changed significantly in the past 10 years. Previously, bakeries and shops usually sold only Sava-type white bread, crescent rolls, simple puff pastry and buns filled with jam. Now, the offer is more diverse – there is a significantly bigger selection of nutritionally better products

and the focus is on products with added value, of a rustic appearance, improved taste, higher fruit content, etc. Of course, these changes were influenced by global trends, with the inspiration for many products coming through social media and from the increasing number of tourists who visit Serbia and have different qual-

ity requirements. The presence of European retailers in our market has perhaps had the greatest impact on the quality of local products. In a certain way, retailers forced domestic producers to bring the quality of local products that are closer to European standards. In recent years, industrial baked goods producers have been investing more and more in new technologies, the latest equipment and process automation to facilitate the daily work of their employees. More and more baked goods-related projects are focused on products that have plenty of seeds, reduced salt and fat content, fewer E-numbers and more fibre and protein.

Confectionery products have

always been quite innovative in terms of taste, shape, and texture. The quality of traditional cakes and pastries has been improved by the constant implementation of new technologies and improved ingredients. Locally made products inspired by global trends are becoming increasingly popular in our market, such as Belgian waffles, Tres Leche, macaroons, pralines, etc.

As a company that invests in the development of new technologies, what do you see as the biggest challenge today related to technological processes in the food industry?

Ivana Aničić: The biggest challenges in food technology are certainly the lack of adequate workforce and investment in new technologies. Numerous industrial producers have ini-

WE ARE A DEVELOPMENT-BASED COMPANY AND INNOVATION IS PART OF OUR DNA

Puratos Belgian chocolate lies in its special taste and the story behind it

tiatives and plans to innovate their existing technologies or to invest in new plants and production lines, however, the financial moment is a hindering factor in most cases. On the other hand, employee education is crucial for working on new equipment and with new technologies and an important element of their motivation to stay with such an employer.

In Belgium, you are known as a family business that has been producing premium chocolates for a very long time. What is the secret of Belgian chocolate and do Serbian consumers recognize its quality?

Ivana Aničić: The secret of Puratos Belgian chocolate lies in its special taste and the story behind it. Our strategy is not mass chocolate production, but rather focusing on top quality and unique taste. Our Cacao Trace initiative benefits local communities. From every kilogramme of our chocolate sold, 0.1 euro is given to the farmers growing cacao trees, mostly in underdeveloped countries. We believe that sustainability is the key to the future of chocolate. In order to differentiate ourselves in the market, we are focusing our development and technology on the research of special types of cacao trees. As a result, we have created a special line of products called Belcolade Origins - chocolate with geographical origins. Thus, we offer chocolate from Mexico, Peru, Papua New Guinea, etc.

Responsible business and environmental protection are imperatives nowadays. Do you participate in projects that fo-

cus on sustainable business and what are you particularly proud of when it comes to your company?

Ljubomir Milošević: In 2021, Puratos became a member of the UN Global Compact and we are committed to embedding its principles into our strategy, culture and day-to-day operations of our company, as well as to engage in collaborative projects which advance the broader development goals of the United Nations, particularly the Sustainable Development Goals. Puratos fully supports the Sustainable Development Goals (SDGs). We have linked the specific SDGs to our sustainability commitments. We want to inform all our employees, suppliers and customers about our goals and raise their

QUALITY

ing to make the Bakery School project realized in Serbia in the upcoming period.

What makes your production portfolio in Serbia so recognizable? Which products are the most popular here?

Aleksandra Radičević: Puratos Serbia produces margarine and powdered products for the baking and confectionary industry at its production facility in Kragujevac. We are a development-based company and innovation is part of our DNA. Customers have recognized the quality of our products and margarine makes up most of our sales. Nowadays, when opting for healthier food choices is an absolute imperative, it is important to point out that our margarine is hydro-free, i.e.

awareness, so that everyone forming part of our supply chain can contribute to accomplishing the SDGs. We are very proud of the fact that under the 17 points of our commitment, number one is related to ending hunger through our initiatives like the Bakery School and Cacao-Trace. Thanks to our bakery schools, we ensure job security for underprivileged youngsters to help them provide for their families. With Cacao-Trace we brought to life an integrated, sustainable cocoa programme. The goal of our set of initiatives (including education, training, fair and premium pricing) is to create a better life for farmers. We are work-

without trans fatty acids. Our bakery and confectionery mixes offer innovative development solutions for functional and fortified products, like protein bread and pastries, which have high fibre content, less salt and sugar, etc.

What are your plans for Serbia? Are you planning to expand your capacity and production programme?

Ljubomir Milošević: Considering that, in previous years, we have been recording constant growth in both turnover and results, we soon realized that our current production capacity became an obstacle to further development. After careful analysis of the current situation and plans & ambitions for the years ahead, we decided to build a new factory in Serbia. This factory will have the latest equipment and the best working conditions. The factory should become operational in 2023. It will help us to realize our plans and ambitions that will benefit not only us but also our partners and consumers, to whom we will continue to provide both our top-quality products they are used to and completely new products in the years to come.

THE

OF TRADITIONAL CAKES AND PASTRIES HAS BEEN IMPROVED BY THE CONSTANT IMPLEMENTATION OF NEW TECHNOLOGIES AND IMPROVED INGREDIENTS

LJUBOMIR MILOŠEVIĆ General Manager

ALEKSANDRA RADIČEVIĆ

Monsieur Hercule Poirot

Most famous detective in the world

David Suchet is a British actor most famous for his role as Monsieur Hercule Poirot, Agatha Christie’s detective from Belgium origin.

In this photo David Suchet and Ken Grieve, director on the set of - the chocolate box - Hercule Poirot at the Cinquantenaire in Brussels

Brussels, Belgium

August 12, 1992 © CapturePB / Shutterstock