Belgium DI PLOM ACY
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SMALL AND POPULATED Belgium covers an area of 30,689 km2 and has a population of more than 11.5 million, making it the 22nd most densely populated country in the world and the 6th most densely populated country in Europe, with a density of 376 per square kilometre.
BEER CULTURE This great tradition has been a way of life in Belgium since the Middle Ages. The country has about 1,500 types of beer and 261 breweries where brewing skills and techniques are passed on from generation to generation.
CUBERDON Possibly the best-known nonchocolate Belgian sweet is this cone-shaped, purplish candy with a firm shell. The original cuberdon recipe can be traced back to 1873, when a Ghent pharmacist by the name of De Vick discarded a batch of medicinal syrup.
33 BELFRIES The World Heritage List comprises 33 belfries located in Belgium. Built between the 11th and 17th centuries, they showcase the Roman, Gothic, Renaissance and Baroque styles of architecture. They are highly significant tokens of the winning of civil liberties.
FALCONRY Falconry is a method of hunting wild animals using birds of prey instead of weapons. Falconers breed, protect, and train hawks or eagles to catch game.This hunting tradition is a means of preserving a connection with nature and traditional culture.
BELGIUM
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Multilateralism is Indeed Part of Belgian DNA Multilateralism allows for countries such as Belgium and Serbia to increase their impact on major international decision making, and avoid being just dependent on what major powers decide
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he Belgian Ambassador to Serbia, H.E. Koen Adam, believes that the UN values and multilateralism are very important, that they are in Belgium's DNA. The capital of Belgium is the host of the Belgrade-Priština dialogue, so he hopes that two governments will finally come to a ‘Brussels agreement’ that would open perspectives for addressing the peoples’ real needs.
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The meeting of Belgian and Serbian prime ministers took place in the margins of the 76th session of the UN General Assembly in New York. How would you rate overall relations between the two countries? — September was a very intensive month with many diplomatic contacts at the highest level, between both of our countries. The meeting in New York [24/09] took place in the margins of the UN General Assembly and allowed Prime Ministers Brnabić and De Croo to exchange views on the current regional and international diplomatic challenges and how our countries may best respond to this. A bigger part of the conversation was dedicated to Serbia’s EU integration path and the Belgrade-Priština dialogue. Earlier, the Serbian Foreign Minister Nikola Selaković was welcomed in Brussels by Vice Prime Minister and Minister of Foreign Affairs Sophie Wilmès for an
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exclusive bilateral visit, marking 135 years of bilateral relations. On that occasion, a bilateral Memorandum of Understanding was signed, aiming to step up the frequency of bilateral consultations. This is a good illustration of the quality of the relations and our ambition to strengthen and amplify them. They discussed, among other topics, the importance of the Belgrade-Priština dialogue. What are Belgium's views on this dialogue? — Belgium is one of the many countries that have recognized Kosovo’s independence. We have always made clear that we see the future of Serbia, Kosovo and the other Western Balkan countries as part of the EU family. For that to happen, many conditions still have to be fulfilled, one of them being the normalization of relations between Serbia and Kosovo. The Belgian government fully supports the efforts of the European diplomacy, embodied by the EU Special Representative M. Lajčák, to come to a comprehensive agreement that would remove this obstacle on the road to the EU membership. Belgium’s capital city, Brussels, is host to the so-called BelgradePriština dialogue, and we hope that both governments will show determination and political will to finally come to a final ‘Brussels agreement’ that would open perspectives for ad-
H.E. KOEN ADAM Belgian Ambassador to Serbia
Serbia has some excellent laws, such as the EUcompatible procurement legislation, that need to be fully implemented without leaving room for backdoor arrangements
dressing the peoples’ real needs: socio-economic wellbeing, security, good education and job perspectives, a clean environment, good health conditions and generally the fulfilment and respect of their fundamental rights, including cultural and minority rights. I was recently in Kosovo, and I returned with the overall impression that this is indeed the focus that the Kosovar Albanian and Serbian people expect from their leadership. This requires trust and confidence in each other’s good faith in the process. Issues close to people’s hearts and minds, such as the question of missing persons, with families throughout the region still waiting for news about what happened to their loved ones, create opportunities for such an indispensable rapprochement. Let us not forget that we talk about peoples who will always remain neighbours who are both striving to be part of one European family, where borders evaporate in an almost natural way. Good faith has also to be reflected in the correct and complete implementation of past agreements, which are building blocks towards an overall agreement that is long overdue. Belgium is a firm believer in the UN values, while multilateralism is in Belgium`s DNA. How important is to spread the word about multilateralism in diplomacy?
At Dubai Expo 2020, Belgium offers innovative solutions for more sustainable transport. What is Belgium's view on mobility? — Belgium is one of the most densely populated countries in the world, and the efficient and sustainable organization of our mobility is a key area of attention of policymakers. We were the railway pioneers on the European continent, and we exported this know-how also to Serbia - at the end of the 19th century, the Belgian Société Générale constructed 82km of railway between Vrška Čuka and Radujevac. These days modern public transport plays a crucial role in the decongestion of our transport infrastructure. It is no coincidence that in this European Year of Rail the well-known Europalia Arts Festival in Brussels (open till May 15, 2022!) is dedicated to ‘Train
and Tracks’. Belgian regions pay a lot of attention and invest resources in the construction of bicycle highways, that, combined with generous fiscal advantages, promote the use of bicycles for commuting purposes. Noteworthy as well is the recent decision by Flemish authorities to stop registering all non-electric cars by 2029, i.e. 6 years sooner than required by the EU Commission. In this area, and in particular, in terms of the mobility-impact of lowemission-zones in urban areas, we will certainly be able to share our knowhow and good practices with countries such as Serbia, which is still in the initial phase of rolling out of the Green Agenda.
wind farm sector and the digital economy and have been expanding their activities. What business needs to increase its presence in Serbia is a predictable and transparent investment climate, where the Rule of Law prevails. Serbia has some excellent laws, such as the EU-compatible procurement legislation, that need to be fully implemented without leaving room for backdoor arrangements. Belgian architects Dries Vens and Maarten Vanbelle visited Belgrade and shared their vision on how contemporary architecture can contribute to more sustainability. How important is cooperation in culture and art? — I was impressed by the presentation of their work, held in my home town Ghent. The preservation of cultural patrimony creatively and sustainably contributes to the attractiveness of the urban fabric and hence its tourist potential. In Belgium, we have learned from past mistakes with regard to urban planning, having lost many beautiful and historical buildings to developers’ greed and concrete. I sincerely believe that cities such as Belgrade have no time to waste to avoid similar irreparable mistakes. Brussels region and Belgrade are finalizing a Memorandum of Understanding, which opens the way to expert exchanges in these and other areas of mutual interest. Besides this, it goes without saying that bilateral cooperation in the cultural area is of tremendous importance for the promotion of people-to-people contacts. I was particularly pleased that the last edition of BITEF theatre and BDF dance festivals awarded prestigious prizes to the Belgian contributions (Ultima Vez, Ehsan Hemat and Peeping Tom).
Photo: Maykova Galina / Shutterstock
— Multilateralism is indeed part of our DNA. It was not a coincidence that Paul-Henri Spaak, Foreign Minister of Belgium, was elected first President of the General Assembly of the United Nations on January 16, 1946. You will always find Belgium at the forefront of initiatives that aim to pool sovereignty in bigger, integrated formats that bolster our capacity to diplomatically project and protect our interests. Multilateralism allows for countries such as Belgium and Serbia to increase their impact on major international decision making, and avoid being just dependent on what ‘major powers’ decide. But there is of course an even more important dimension to this: the challenges the world is facing can simply not be effectively and efficiently addressed without multilateral cooperation. The health and climate crisis, migrants and refugee issues, but also the fundamental values and human rights transcend our national borders. That’s why Belgium invests a lot of diplomatic energy in being present in multilateral fora, including in the UN where we just concluded a two-year term (2019-2020) as a non-permanent member of the UN Security Council. For the same reason, the already mentioned bilateral MOU between Belgium and Serbia seeks to support each other’s candidates for multilateral positions. We Belgians, known for our art of compromise, which turns politics in our country into a quasi-permanent diplomatic conference, have definitely something to contribute to multilateral decision making: seeking consensus and building bridges is for Belgium a question of survival, a motivation we happily share with the rest of the world!
Economic relations between Belgium and Serbia are stable. In which areas do you see potential for improving this cooperation? — There is no doubt that the three basic orientations of the 9 MIA € European Investment plan - regional interconnectivity, the digital and green agenda - are the areas where Belgian companies and research institutions can showcase large scale expertise and know-how, that could benefit Serbian counterparts, private and public institutions as well as local authorities. Belgian companies are eager to participate in the numerous infrastructure projects, be it in the transport sector, waste (water) treatment or renewable energy, provided the necessary business conditions are in place. Several companies are already active in the
The Serbian Foreign Minister Nikola Selaković was welcomed in Brussels by Vice Prime Minister and Minister of Foreign Affairs Sophie Wilmès for an exclusive bilateral visit, marking 135 years of bilateral relations
What connects you to Serbia and what do you like the most about Belgrade? — A recent private tour in the region, through North Macedonia, Albania and Kosovo, culminated in a profound sense of ‘homecoming’, when we came back to Belgrade. The city has a ‘je ne sais quoi’-attractiveness and charm that distinguishes it from many other destinations I have visited in the Balkans. It is probably thanks to a mixture of the rich and profound historical layers, the abundant cultural life and the genuine kindness and hospitality of its people that my wife and I are so fond of Belgrade. We are also looking forward to resuming our pre-Covid discovery tour of the beautiful nature and cities elsewhere in Serbia and enjoying the quietness of the countryside and clean air.
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Economic Cooperation Between Belgium and Serbia The total trade between Belgium and Serbia is growing. Belgium mainly imports raspberries, acetic acid and iron and steel products from Serbia, while it exports mixed goods, COVID vaccines and tobacco of various types ccording to the latest available data from the Republic Statistical Office, total trade in goods with Belgium in the nine months of 2021 amounts to EUR 636.7 million and records a growth of 28% compared to the observed period in 2020. Our export amounts to 188.4 million euros and records a growth of 35% compared to Q3 of 2020. Imports amounted to EUR 448.3 million and increased by 25% compared to the observed period in 2020. The export/import ratio is 42%. Total trade exchange with Belgium in 2020 amounted to 668 million euro and posted a 2% growth compared to 2019. Our exports amounted to 198.9 million euro and posted a 3% growth compared to 2019. Import amounted to 469.1 million euro and went up by 6%. The export/import ratio was 42.4%. Serbia’s leading export products to Belgium in nine months of 2021 are: raspberries, frozen, no sugar added; Acetic acid; Flexible containers; Ignition conductor sets; Other iron or steel products; Tobacco cured and stripped; Wooden furniture; Fruit, cooked, frozen; Blackberries, no sugar added, frozen; (source: RZS) Serbia’s leading import products from Belgium in nine months of 2021 are: Unclassified goods according to CT - goods in storage; SARS coronavirus vaccines; Tobacco, cured, stripped; Polyethylene; Tobacco, stripped, light, air-dried; Medicines for retail purposes; Refined copper wire; Immunological products; Unclassified goods according to CT - goods in free zone; Tobacco, stripped, oriental, sun-dried. (source: RZS) Based on the information from the Ministry of Finance of the Republic of Serbia – Customs Administration, 2,509 business entities in Serbia did business with Belgium in 2020, of which 1,962 net importers from Belgium, 319 net exporters to Belgium, 228 entities established foreign trade in both directions. According to information from the Business Registers Agency of the Republic of Serbia, 104 active business
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Photo: sashk0 / Shutterstock
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Total net investments of Belgian residents in Serbia in the period from June 2010 to June 2021 amounted to EUR 104.8 million
entities majority owned by the citizens of Belgium, i.e. legal entities registered in Belgium, were registered on the territory of the Republic by 02 October 2021. Most business entities were registered in wholesale and retail and repair of motor vehicles (20), in processing industry (20), and in Professional, Scientific, Innovation and Communication Activities (14). Good quality finished products can find their place on the Belgian market, primarily food products, clothes and shoes, sports products, cosmetics, furniture, interior decoration products, electric appliances and toys. There is also a demand for some chemical products, computer technology products and services, as well as for tourist services. Belgian companies interested in the Serbian market mainly offer their products, namely machines and industrial equipment, chemical products, textile products, various finished prod-
ucts, as well as transfer of knowledge and transfer of technology. They usually enter the market through a local importer or distributor. This year, a B2B virtual webinar "Business Connections in the Agricultural Sector" was held, organized by Serbian Chamber of Commerce and the Trade Department of the Embassy of the Kingdom of Belgium in Serbia. 11 Belgian and 5 Serbian companies were present. B2B meetings were also held with Belgian pork producers, the Association for Livestock and Processing of Livestock Products of the Serbian Chamber of Commerce (PKS) participated, and we held online meetings in the field of pharmacy - 2 Serbian companies participated, as well as the Group of Pharmaceutical Wholesalers at PKS. There were also B2b online meetings on circular economy - 2 Serbian companies participated, along with PKS’ Centre for Circular Economy. Source: Serbian Chamber of Commerce.
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ViaCalco® - a Product Fit for the Past, Present and Future
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he Carmeuse Company, with a tradition that spans over 160 years, is a leader in the production of high-quality lime and limestone. The company is headquartered in Louvainla-Neuve, Belgium and is operates in 90 locations in 18 countries in Western and Eastern Europe, North and South America, Asia and Africa. The company produces more than 8 million tonnes of lime annually and delivers it to almost 13,000 customers. While recognizing the potential of the Serbian market, since it came to Serbia in 2013, the company has invested over 10 million euros in its lime factory and the Jelen Do quarry. It has also been constantly expanding its portfolio and has established cooperation with over 300 companies from Serbia and the surrounding area. The planned new investments in environmental protection, productivity growth and expansion of production capacities and introduction of new products validate Carmeuse's commitment and long-term plans to remain the leading producer in its segment on the Serbian and regional markets. A particularly important aspect of the company’s investments is its continuous investment in safety and elevation of production, standards and environmental protection which have become comprehensive and long-term goals in Jelen Do d.o.o. In addition, we
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provide a high level of work and employee safety, as well as ensure their professional training and development, in order to meet the expectations of all our stakeholders. Also, following global trends, the company allocates significant funds for innovation and the use of new technologies that produce incomparably less pollution and CO2 emissions, as well as implements environmental projects that minimize pollution in its own and partners’ facilities. In addition to the aforementioned, Carmeuse in the process of designing our Sustainability Vision 2030, carefully analyzed the United Nations’ Sustainable Development Goals and choose nine of these goals to contribute in a direct manner: • Good Health and Well-Being • Quality Education • Clean Water and Sanitation • Affordable and Clean Energy • Decent Work and Economic Growth • Industry, Innovation, and Infrastructure • Responsible Consumption and Production • Climate Action • Life on Land Carmeuse's products are used in the most important industries: steel production, production of non-ferrous metals, energy sector, environmental protection (processing of solid, liquid and gaseous waste), agricul-
A particularly important aspect of the company’s investments is its continuous investment in safety and elevation of production, standards and environmental protection
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ture and construction (building and civil engineering). From its wide range, as a leader in the production of the top-notch lime and lime-based product, Carmeuse singles out a product for land treatment in infrastructure projects, which is already widely used in Serbia, called ViaCalco®. Designers of infrastructure facilities are facing great challenges in reducing costs and using the new natural materials (gravel, sand and crushed stone) for earthworks in the construction of motorways, railways, airports, embankments, dams and industrial facilities. ViaCalco® provides just such a sustainable solution - it saves natural resources, time and money. It ensures efficiency and greater safety, while reducing costs and execution time, and at the same time, conserving natural resources and reducing the need for aggregates. The use of ViaCalco® binders avoids the disposal of otherwise unusable material and the destruction of nature, and it increases safety on construction sites by significantly reducing on-site traffic and thus emissions of harmful gases. It also reduces the number of required vehicles, and thus cuts down on load and damage to the transport routes used for the delivery of materials. Reducing traffic also has a positive effect on increasing safety for other traffic participants and preventing congestion on public roads during the works. Its fast and lasting effects on the soil, even if the moisture content is above the optimal, allow the unfavorable construction sites to continue according to the plan, even in case of unfavourable weather conditions, which contributes to meeting the set deadlines. ViaCalco® is used for soil drying, soil modification and soil stabilization, depending on the specific requirements of the designer, geotechnical engineer, or project manager. When treated, it can become part of new construction. Thanks to their mobile laboratory solutions, Carmeuse’s team of experts provides support for all ViaCalco® solutions, that everyone - from designers to contractors – can rely on. The benefits of ViaCalco® binders have been validated on numerous projects in our country and worldwide.
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From Adversity Often Comes Opportunities Despite the pandemic Belgium continued to see interest in Serbia, even with prospection and negotiation visits during the most difficult periods for travelling. Interest lay mainly in production cooperation or production in a Free Trade Zone with the shortest transport distance to Belgium
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n the interview for Magazine Diplomacy and Commerce, Hugo van Veghel, C h a i r m a n o f t h e B e lgian-Serbian Business Association said that even in most difficult period of pandemic, interest for starting business in Serbia is not declining. He explainded that The COVID-19 pandemic hited Serbian SMEs hard, but every disruptions can open new opportunity. Towards his opinion, the cost-effectiveness of Serbia as an investment destination is still a basic motiv for starting a business in Serbia, and the post-pandemic period will for certain show more expressed interest.
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The Belgian-Serbian Business Association (BSBA) was established more than a decade ago. How much has the business climate in Serbia changed during that time? — Serbia’s investment climate has modestly improved in recent years, driven by macroeconomic reforms, greater financial stability, fiscal discipline and, not at least, an EU accession process that encourages legal changes that improve the business climate.
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HUGO VAN VEGHEL Chairman of the BelgianSerbian Business Association
The negative economic consequences of the pandemic are still to be counted and some sectors are more jeopardized than others
However, as always, challenges remain. Then we think of bureaucratic delays and corruption, loss-making state-owned enterprises, the informal economy and a efficiency lacking judiciary. Under the business opportunities that are likely to continue to grow in the next years include mainly agriculture and relevant processing, waste management (solid and water), environmental protection, ICT, renewable energies as well as health care. Economic relations are progressing every year. Did Belgian investors increase their interest in Serbia? — Despite the pandemic we continued to see interest in Serbia, even with prospection and negotiation visits during the most difficult periods for travelling. Interest lay mainly in production cooperation or production in a Free Trade Zone with the shortest transport distance to Belgium. The post-pandemic period (whenever that will be) will for certain show more expressed interest. What would you pointed out as a ma-
jor advantage to invest here in Serbia, and what should be improved? — The cost-effectiveness of Serbia as an investment destination is still among the top appeals for expanding businesses. With a 15% flat rate of corporate tax and the lowest rate of salary tax and VAT among its East European counterparts, the cost of operating in Serbia is among the lowest in Europe. The prices of electricity, gas, postal services, landline telephony, fax service and maintenance of motor vehicles are the lowest among 37 European countries. According to the World Bank and International Finance Corporation’s (IFC) Doing Business survey, Serbia has improved its ranking significantly on many key indicators, such as starting a business and resolving insolvency. Despite these improvements, the two organisations still rank it in 86th position in the world for ease of doing business (publication for 2020). Let’s see what the FIC White Book will tell us in its November 2021 publication. Where do you see potentials for improving our cooperation, is it maybe
in SMEs sector? — We cannot underline enough the importance of the SME sector. It can play a leading role in driving economic growth, while fostering social inclusion and cohesion, as well as sustaining the natural environment. How developed is this sector in Serbia and can you compare it with the SME scene in Belgium? — Surveys by the Economic Risk Management Group (ERMG) show that in Belgium revenue losses compared to a situation without the corona crisis will continue in 2021 and 2022. However, the outlook for 2021 looks more positive in the latest monthly survey in June 2021 (down 6%), after projected losses of 12% for the panel of companies surveyed in November 2020. More than 99% of the Belgian companies are SME of which more than 83% are micro-enterprises (<10 employees). Despite all difficulties, especially in financial reserves, the fluctuation in total numbers of enterprises is -0,01% for the total of all enterprises, +0,4% for SMEs in which + 0,01% for micros. (Comparing 2019 IV /2020 IV). Although the Belgian SME sector is “only” good for 2/3 of the total employment it is a significant contributor to economic resilience and stability. The growth and resilience of SMEs in Serbia have been challenged by a range of disruptions of different magnitudes and impacts in recent years. Some of those are earthquake-like, such as COVID-19 pandemic, and some are more like a slow, but persistent erosion, such as depopulation. But, as the old proverb says, “when life gives you lemons, make a lemonade” — we are witnessing that those disruptions present both challenges and opportunities. The COVID-19 pandemic hit Serbian SMEs hard. According to the COVID-19 Socio-Economic Impact Assessment more than two thirds of SMEs were interrupted, 20% of SMEs had to restrict almost their entire operations and as many as an additional 49% of these SMEs worked with significantly reduced capacity and lacked resources. While the pandemic exacerbated other existing challenges they face, such as access to finance
With a 15% flat rate of corporate tax and the lowest rate of salary tax and VAT among its East European counterparts, the cost of operating in Serbia is among the lowest in Europe
and markets, it also opened opportunities with the rise of nearshoring as a policy priority for many European states. What are the BSBA plans for the period ahead and what will the main challenges after the Covid-19 crisis? — The negative economic consequences of the pandemic are still to be counted and some sectors are more jeopardized than others, one should have in mind that from adversity often comes opportunities. Inevitably, business models will change, hopefully toward more resilient and more sustainable, a lot of processes will be redesigned driven by technological and social innovations, while digitalization is happening in a rate that could not be ever imagined before. A fact is for instance that 52.7%
of Serbs are online shoppers and this percentage is expected to reach 61.4% in 2025 (Statistica). The BSBA will continue its endeavours, supporting development of SME and bi-lateral cooperation. As we could not celebrate our 10 years in 2020, we are investigating if we will support the the “Balkan Trafik de Culture” festival in Brussels in 2022, which is an opportunity to present Serbia, its artists and some of its products to raise interest in the country, not only as visitors but also as cooperants or investors. Everything in this world is said to be related to money, but we believe that it is most related to people. In this way we could support the improvement of the image of Serbia in Belgium and thus the bilateral understanding and cooperation in business.
BSBA is connecting — The Belgian Serbian Business Association is the heart of a growing network with access to a variety of companies and institutions directly involved with prospects and business in Serbia and in Belgium. The BSBA wants to create a forum for the Belgian-Serbian economic community in the country. That is why thay are inviting relevant people according to two criteria. On the one hand all Belgian business people who live
and work in Serbia, whether as expatriates or as residents, and on the other hand those business people who represent or express Belgian business interests in this country, whether they are Serbian or have another nationality. The Belgian Serbian Business Association is a business club which meets on a regular basis. The common language among us is English, so we conduct our meetings in English.
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We Value our Partnership With Our Customers, Employees and Partners In Puratos, we believe that a company cannot go wrong if it goes back to the basics of business and its main goal: to meet the expectations of consumers in the simplest term
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C O R P O R AT E
LJUBOMIR MILOŠEVIĆ Managing Director of Puratos Serbia
uratos headquarters are in Belgium, just outside Brussels, where the company was founded in 1919. A century later, their products and services are available in over 100 countries around the world and, in many cases, are produced by Puratos' network of local subsidiaries. Above all, the company aims to be ‘reliable partners in innovation’, helping their customers worldwide to deliver nutritious and tasty food to their local communities.
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Puratos marks 25 years of operations in Serbia. In two and a half decades, there must have been some changes in the market. What do you think of the Serbian market today and Puratos on it? — In the last 25 years, the Serbian market went through changes that made the business environment so different that it is hard to make a comparison between now and then. Today, the Serbian market is similar and comparable to other markets in which Puratos operates and has similar challenges. Our market is heavily affected by the global situation and challenges that we cannot ignore, such as the Covid-19 pandemic and consequent global business disruption. This all is affecting Puratos Serbia also. Someone may say that we cannot do anything about it. On the other hand, I believe that it is a matter of personal outlook
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towards the events of the working environment - I am always an optimist and thus always look for the silver lining, the positive aspect which I believe exists in each situation. But that is a matter of attitude, personal motivation and the motivation of the team. Honestly, I do not expect the following year to be any more special than the previous in terms of working environment, but it is a fact that everyone in business is a maker of their own destiny. We must be aware of the conditions in which we operate, adjusting expectations and making plans which will represent a challenge to accomplish, rather than a wish list. Although I do not expect a significant market growth or a significant increase in consumption in the next year, opportunities for success will arise and it is up to us to recognize and utilize these chances. If we put things like this, we will invest more effort into adapting to the current situation and market conditions as best as we can. In times of hardship, it is easiest to look for excuses and seek out justifications. In times of crisis, great individuals, leaders and companies increase their efforts, step up and stand out. In Puratos, we believe that a company cannot go wrong if it goes back to the basics of business and its main goal: to meet the expectations of consumers in the simplest terms. This means a realistic assessment of key
‘Taste Tomorrow’ is the world’s largest ecosystem for consumer understanding in baking goods, patisserie and chocolate. This year we are celebrating its 10th anniversary
indicators of success - is distribution on the planned level, is our collaboration and our presence at our partners at a desirable level, are the products offered to our customers in line with the trends and expectations of the consumers and the market, etc. It’s important to be agile and flexible despite the crisis. This year, the global research on trends and habits of consumers of baked goods, confectionery and chocolate called ‘Taste Tomorrow’ was held online for the first time ever. How did it go and what are the results? — Taste Tomorrow is the world’s largest ecosystem for consumer understanding in bakery, patisserie and chocolate. This year we are celebrating its 10th anniversary, while the event itself was conducted online, due to the pandemic. During the event, we have revealed the latest results of our unique research and welcomed leading keynote speakers from across the globe. Through in-depth insights into global and local consumer behaviours, attitudes and choices, this research program offers a food step into the future by tracking the evolution of trends and unveiling new ones. With Taste Tomorrow, Puratos continuously monitors trends by combining the latest digital technologies and semantic artificial intelligence techniques. We also question more than 17.000 consumers in 40 countries, talk with 80 foodies in trend-setting cities and interview both customers and industry experts. Our 9 food steps into the future are taste, health, freshness, craft, ethical lifestyle, transparency, ultimate convenience, next-level experience and hyper-personal. For more information I invite you to visit www.tastetomorrow.com, while I will give here a quick overview of the key trend findings: Taste is above all related to con-
suming baking, patisserie and chocolate products, while consumer expectations around health continue to evolve. Highlighting power ingredients that provide health and taste is the key to success. Hygiene has also become an important focus, and consumers are looking for functional food to boost their immunity. Freshness defines the consumer’s perceptions of quality, while consumers are looking for craftsmanship, food with a human touch. Consumers increasingly want to make ethical food choices, taking into account their personal values, the planet’s interests and the people living on it. Locally sourced products are also considered to be more trustworthy. Consumers read the information on the packaging. Clear labels and information from the field to fork contribute to creating the necessary transparency. Also, with so little time and such busy lives, consumers demand the ultimate convenience. Today consumers expect easy, online ordering and delivery solutions. Consumers want to be amazed and surprised. The total eating experience matters more than ever. Food is getting personal. Consumers now see food as an expression of self, so custom-made bread, patisserie and chocolate are highly appreciated. Health & Wellbeing is the strategic commitment of Puratos. What does it entail? — Nutritious food and a healthy diet are the basis of good health. Our aim at Puratos is to improve the Health & Well-Being of consumers while maintaining outstanding safety, taste and texture standards. We deliver products with more beneficial ingredients such as fruits, grains and seeds, and ingredients supporting gut health. We also offer solutions to reduce the level of salt, sugar and fat in bakery, patisserie and chocolate items. Puratos continuously develops products that fit lifestyles contributing to people’s well-being such as the need for clean(er) labels, as well as organic, plant-based and gluten-free offerings. Maintaining a healthy balanced diet (more fibre, less sugar, salt, certain fats) contributes to a healthy lifestyle that will make all bodily functions work better. Through our R&D teams & innovation centres, through collaborations with start-ups & universities and Sparkalis, Puratos’ venture for the food tech changemakers (www.sparkalis. com), we commit to investing in the development of innovations that improve the health & well-being of consumers around the world.
Puratos is the only Belgian family-owned chocolate producer
Nutritious food and a healthy diet are at the basis of good health
You say that Belcolade is "a real Belgian chocolate". What does that mean? In which way does it stand out from other chocolates? — Belcolade is the real Belgian chocolate brand, produced exclusively in Erembodegem, Belgium. We are the only Belgian family-owned chocolate producer. Back in the ‘80s, when many of Belgium’s large flagship chocolate companies were taken over by foreign groups, Puratos decided to protect one of the most precious elements of Belgium's culinary heritage: real Belgian chocolate, helping to safeguard its rich tradition by investing in the production of real Belgian chocolate in Belgium. The brand name Belcolade perfectly reflects what we stand for: Belgian Chocolate (or Chocolade in Flemish). To achieve our unique flavours, we asked the world's best experts to work intensively on developing an exceptional range of flavours, produced
by contributing positively to better lives, better health & education and a better planet. This unique sustainable programme focuses on delivering superior tasting chocolate thanks to mastering the fermentation and facilitates creation of value and superior business results for the customers, through its superior taste and unique sustainable approach. Around the globe, close to 50 million people are dependent on cocoa for their livelihoods. On average, cocoa farmers earn an income below the poverty line. The Cacao-Trace program trains farmers and helps them to deliver cocoa beans of superior quality, increasing their revenue through a premium price and a chocolate bonus on top of conventional farm gate prices. Today the premium price and chocolate bonus add up to the equivalent of 3 to 4 extra months of salary. Since its creation in 2014 by Pura-
from carefully selected cocoa beans. Every Belcolade chocolate is the culmination of over 30 years of expertise in superior tasting chocolate. During that time, we have become a trusted partner to thousands of professionals around the world, who share our passion for chocolate. Our chocolate is expertly made from carefully selected ingredients, professionally blended and tested. All of this is done with the utmost respect for tradition. This is why Belcolade is renowned for delivering top-quality products with superior taste.
tos, the Cacao-Trace program is active in many countries around the world and aims to increase its net positive social and environmental impact on the cocoa supply chain. Not only do farmers receive a quality premium for cocoa beans meeting Cacao-Trace standards, but the unique chocolate bonus program has already funded several projects which includes providing 500 educational scholarships for farmers’ children and building 3 water stations, 2 schools and 1 fully equipped maternity building. Puratos is strongly committed to sustainably sourcing cocoa, with continuous efforts to end deforestation related to cocoa and to strive for a living income for cocoa growers. By 2030, 100% of Puratos Group cocoa ingredients will be sustainably sourced.
‘Cacao-Trace’ is a Puratos programme aimed at supporting cocoa farmers. What does this programme entail? — The Cacao-Trace programme addresses the chocolate chain issues
About Puratos Puratos is an international group with a full range of innovative products, raw materials and application expertise in the bakery, patisserie and chocolate sector. Its customers include artisans, industry, retailers and food services. For further information, visit www.puratos.com and www.puratos.rs.
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Belgium has a Lot to Share With Serbia
It makes us very satisfied to see the volume of external trade between the two countries increase year-on-year. I would agree with some reports stating that job creation and green transformation are common goals and challenges for all countries in the Western Balkans region
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educing pollution and greenhouse gas emissions, managing an energy transition, putting in place a circular economy, supporting the protections of biodiversity and advancing sustainable farming and food production-these domains can represent an excellent basis for the know-how and technology transfers
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Which agencies your office in Belgrade is representing? — Our office represents three Belgian regional agencies specializing in trade promotion, so in a way we are the eyes and the ears of Belgian companies interested in Serbia. Although officially we are the representative office of the Brussels Agency for Business Support – hub.brussels https://hub.brussels/ en/, we also represent the Wallonia Export-Investment Agency -AWEX https:// www.awex-export.be/ and Flanders Investment and Trade https://www.flandersinvestmentandtrade.com/en. As Belgium is a small market, the three Belgian regions have come together to facilitate the task of companies that want to go international by implementing a network of contact points all over the world. The Brussels Agency for Business Support is the result of
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the union of Atrium, Brussels Invest & Export, and Impulse Brussels and it offers a wide range of free advice, services, and tools wheatear you want to start or develop your business, set up your company in Brussels or export your goods and services. Also, hub. Brussels has made economic transition its overall objective, as we would like to ensure that the economy serves the citizens and represents an actor of positive social change. Economic cooperation between Belgium and Serbia is very good. Where do you see room for the improvement of this cooperation? — It makes us very satisfied to see the volume of external trade between the two countries increase year-on-year. Even in 2020 the external trade between Serbia and Belgium remained steady, despite a global shock to the world economy caused by the covid19 pandemic. The same goes for this year. Of course, there is always a room to improve and step up our economic cooperation. Belgium, despite its size, has developed an open, highly competitive, and internationally oriented economy. Belgian exports amount to more than 80% of national GDP. According to the latest WTO data, Belgium is the
MARIJANA MILOŠEVIĆTUFEGŽIĆ Economic and Trade Counsellor at the Embassy of Belgium
In December, we plan a webinar to present opportunities that environmental sector in Serbia can offer to Belgian companies
10th largest exporting country in the world. Currently, the most exported products from Belgium to Serbia are various chemicals, plastics as well as machinery and equipment, but there are many other areas where the cooperation can be improved. As a leader in a variety of sectors, Belgium has plenty to offer to Serbian companies. Following the EU- Western Balkan Brdo Summit, a detailed action plan has been agreed with the Western Balkan countries for the implementation of the ambitious goals of the Green Agenda: reducing pollution and greenhouse gas emissions, managing an energy transition, putting in place a circular economy, supporting the protections of biodiversity and advancing sustainable farming and food production. In all fields Belgium has a lot of experiences to share with Serbia, so these domains can represent an excellent basis for the know-how and technology transfers. Same applies for IT, innovative or creative sectors, that also offer room for further improvement of cooperation. Business people from the two countries have met several times in recent years. When is planned the next meetings?
— Some of our main goals are to bring business communities of the two countries closer together, to increase the interest of Belgian entrepreneurs for the advantages of the Serbian market and to highlight various business prospects that exist here. Belgian companies sometimes need some extra encouragement to explore markets that are not directly nearby, so every year we organize events that help Belgian companies to learn more on Serbia as a business destination. Together with our local partners like the Serbian Chamber of Commerce or the Belgian Serbian Business Association or various Serbian institutions and ministries, we organize different events: incoming business delegations, B2Bs, presentations, seminar, and conferences etc. Of course, in these challenging
times with covid19 pandemic still not being over, we use the advantages of digitalization and organize a lot of online events. In 2021 we have organized very successful virtual B2Bs events in various sectors such as food and pharmaceuticals, we had a very successful online participation of the Brussels Regional Informatics Centre (BRIC) https:// bric.brussels/ at this year’s SmartCity Festival, but we also managed to have an ‘old fashioned’ offline visit of 5 Belgian horticulture companies that visited potential local partners. In December, we plan a webinar to present opportunities that environmental sector in Serbia can offer to Belgian companies and we also hope to have an incoming multi-sectorial business delegation in March 2022, offline or online, we will see.
Belgian investors are involved in various fields, such as metal processing, food processing, renewable energy, construction, retail, chemical industry, and IT
How satisfied are the Belgian investors with conditions for doing business; and what should be improved in Serbia to attract more investors? — A predictable and stable business environment is a prerequisite for investment. In recent years, Serbia has taken important steps in creating a stable platform for the country’s economic development and stimulating investment environment. Belgian investments in Serbia are very diversified. Belgian investors are involved in various fields, such as metal processing, food processing, renewable energy, construction, retail, chemical industry, and IT. They are satisfied with the current situation, but there are also areas for improvement: strengthening the rule of law, increasing transparency, and reducing red tape. These improvements would not only increase the confidence of Belgian or other foreign investors in Serbia, but more importantly, they would bring benefits to local companies. What kind of effect Covid-19 crisis will have on companies, including Belgian companies in Serbia, and what will be major challenges in 2022? — The year 2020 was a pandemic year for the whole world, since COVID-19 affected everyone and resulted in an unprecedented economic contraction all over the world. Companies faced different challenges, and they had to re-adjust their business organization, to quickly adapt to the new "normal". The same situation was with Belgian companies in Serbia. They had to respond quickly to the crises, to be well-coordinated, and full of boldness and imagination. Even though covid19 had a significant impact on doing business, Belgian companies in Serbia managed to overcome various difficulties and continue working, sometimes even expanding their activities. In 2020, thanks to a robust fiscal stimulus program, Serbia experienced only a mild recession. According to the World Bank the growth rate is expected to reach 6 % in 2021 and about 4 % over the medium term. However, risks related to recovery in Europe, and globally, as well as rising COVID-19 cases, could impact this positive outlook.
Export to Belgium Which products and services can Serbia offer to the demanding Belgian market? — Largely open to foreign trade, Belgium has a sophisticated distribution systems and well-developed infrastructure, which has attracted many foreign companies. In return, Belgium has developed a highly competitive market. Serbia was the 77th supplier of Belgium in 2020, so there is a room for
improvement. Last year, the most imported group of products from Serbia to Belgium were food, textile, machinery and equipment, but I believe there are various other sectors that offer opportunities for Serbian companies. The Chamber of Commerce and Industry of Serbia has its office in Belgium and plays an important role in supporting Serbian companies in their appearance on the Belgian market.
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Activities of the BelgianSerbian Business Association
Even in period of pandemic, the BSBA fulfills its mission to connect and grow opportunity for all who do business in Serbia and in Belgium, and organized numerius events
International Networking Cocktail
ONLINE PANEL DISCUSSION “GENDER PERSPECTIVE FROM THE EMPLOYER’S POINT OF VIEW”
Online panel organized by the Ana and Vlade Divac Foundation, the BSBA, Hellenic Business Association of Serbia and Croatian Business Club, was the last BSBA event in 2020. More than 35 participants had the opportunity to participate in a constructive discussion following the formal part of the panel, which was a step towards a continuous dialogue within the business community on the important topics.
WEBINAR “THE GUIDE TO SAFE AND HEALTHY WORK FROM HOME” AND “FINANCING CURRENT OPERATIONS – OWN VS. BORROWED CAPITAL”
First BSBA event in 2021 was organized in cooperation with its member - law office Živković Samardžić. The attendees could hear more about legal procedure, restrictions and problems in practice from the perspective of the Company Law when it comes to the current operations financing.
and the importance of networking as a skill. The second part was a brief lawyer’s guide to networking events in a virtual world.
MEMBER2MEMBER: BENEFITS & DISCOUNTS PUBLICATION 2021
This year's publication was realized with the aim of providing support to the member-companies during the Covid-19 pandemic and prepared jointly by the BSBA , Hellenic Business Association of Serbia, Swiss–Serbian Chamber of Commerce, Slovenian Business Club and Croatian Business Club. The 2021 edition featured a wide variety of special offers and discounts from 60 companies, grouped into 35 sectors.
DIALOGUE BETWEEN THE STATE AND BUSINESS
In May, 2021, an online working meeting of member companies of five bilateral business associations in Serbia with representatives of the Ministry of Finance of the Republic of Serbia and the Serbian Chamber of Commerce. Ognjen Popović, Acting Assistant Minister – Financial System Department, and Mihailo
Vesović, Director of the Sector for Strategic Analysis, at the CCIS addressed the participants and presented the current and the expected trends in the Serbian economy.
BENELUX NETWORKING COCKTAIL 2021
After more than a year, in June 2021, members of the BSBA and Dutch-Serbian Business Association finally had a pleasure of meeting in informal atmosphere at the Benelux Networking Cocktail “Catchup and Connect” at Mama Shelter. Around 40 representatives of member-companies attended the event, including the guest of honor – honorary President of the BSBA Board of Directors, ambassador of Belgium, H.E. Koenraad Adam.
4TH INTERNATIONAL NETWORKING COCKTAIL
The 4th traditional International Networking Cocktail organized by 11 bilateral business associations in Serbia, was held on September 16, 2021 at the Metropol Hotel. The event gathered around 300 representatives of the member-companies that had the opportunity to
NETWORKING FOR LAWYERS – NETWORKING DURING THE COVID-19 PANDEMIC
In April, the BSBA supported an event of its corporate member, law office Popović, Popović and Partners – Networking for Lawyers – AIJA. The attendees had the opportunity to hear more about the importance of networking for lawyers,
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Visit to Unifiedpost
share experiences and set ground for future cooperation.
VISIT TO BSBA MEMBERCOMPANY UNIFIEDPOST
Members of the Board of Directors and H. E. Koenraad Adam had a pleasure of visiting a BSBA member-company Unifiedpost in September, 2021. The visit included the tour of the Unifiedpost and New Image premises and a presentation of their services. The visit was followed by a BSBA Board Meeting held at the Unifiedpost premises.
WEBINAR "DIGITAL ECONOMY"
In cooperation with its members, the law firm Tasić & Partners and the company Unifiedpost, the Belgian-Serbian Business Association organized a webinar "Digital Economy", in October, 2021. The first presentation, "Digital Property", was held by Ivan Ćorović, a lawyer at Tasić & Partners. The aim was to acquaint the participants with the forms of digital assets, security, tax and accounting treatment, challenges and risks from the point of view of legal entities.
From Flemish Baroque to Tradition of the Balkans Belgium gives you a great opportunity to visit museums, art galleries and to enjoy cultural life by attending their many festivals. This time, Diplomacy and Commerce magazine chose something special. You can meet one of most famous artists in their own house, but you can also feel the spirit of the Balkans. This will give you a real picture of this multicultural country
Source: www.balkantrafik.com
MEET RUBENS IN HIS HOUSE
C U LT U R E
THE BALKANS IN BELGIUM
There is a multi-artistic festival defined as a platform for cultural diplomacy. Balkan Trafik is the the meeting between creatives from South-Eastern European countries and from Brussels as multicultural European capital. This Festival presents the creative energy of artists from Tirana, Skopje, Bucharest & Timisoara, Belgrade, Pristina, Sofia, Sarajevo, Zagreb, Podgorica, Athens or even Istanbul, which is still untapped for Western Europe. The work of 1001 valises, through its flagship festival “Balkan Trafik” is indeed a traffic, a traffic in cultures and experiences offering keys for integration, communication, sharing and openness to others. This festival offers concerts, traditional dance performances, graffiti artists, films... Balkan Trafik brings Belgian, European and Western Balkan artists together through residencies and creative projects, around common and unique compositions. A series of 10 documentaries of 27' called “Balkan, what!” was born from the passion of the creator and producer of the Balkan Trafik Festival, Nicolas Wieërs, for culture, adventure and people, and their mentality so close and yet so different, from the region of the Balkans.
The next Balkan Trafic will be held from 28 April to 1 May 2022. Enjoy the Balkans’ music, cinema, exhibitions, street art, food and much more
Peter Paul Rubens, a brilliant and versatile artist, invites you to his palazetto in the centre of Antwerp. The master lived here with his family for years and painted with his colleagues and assistants in a studio that he designed himself. He created many of his paintings in this house. His work has inspired artists and art aficionados for over four hundred years. Here he received important patrons and cherished his unique art collection. This unique museum, the master's house, is the only place in the world where Rubens's presence is so tangible. The outcome was magnificent: the old-Flemish home was extended with a semi-circular sculpture museum with a dome and a painting studio. An impressive portico connected the existing house with the new studio as well
as offering a beautiful view of the garden and the garden pavilion. The building with its lavish decorations, which are inspired by Antiquity, has become a landmark in Antwerp. Rubens's interventions - the semi-circular "Pantheon", the studio, the portico, the garden and the garden pavilion - have combined to turn his house into an Italianate "palazzo" in Antwerp. In 1946, the Rubens House finally opened its doors as a museum. Only two elements of Rubens's original design have been largely preserved: the portico, which serves as an imposing gateway to the garden and the garden pavilion, the eye-catcher at the bottom of the garden. The Rubens House has a lot to offer. Besides the permanent presentation, the museum also hosts temporary exhibitions, there is also the building, its amazing collection...
Rubens is to Antwerp what Gaudi is to Barcelona Peter Paul Rubens was born in the town of Siegen in Germany in 1577. The family moved to Antwerp in 1587 where the young Rubens received an education and artistic training. He travelled a lot, but his decision was to live in Antwerp and build his own home, where he lived until the end of his life, 1640.
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T R A DI T ION
One of the Oldes Belgian Traditions On the northwest Belgian coast, there is a little known tradition: shrimp fishing on horseback. This is pure Belgian tradition and from 2013 its on the UNESCO Representative List of the Intangible Cultural Heritage of Humanity isit any good seafood restaurant in the country, and you’re bound to see gray shrimp on the menu. In the town of Oostduinkerke, in Koksijde, a small group of souwester-clad fisherman take to the frigid sea on horseback. Fishing shrimp on a horse is exactly what its name describes. To do it, the fishermen drag the fishing nets behind them, picking up the shrimp from the sands while on horseback. The fishermen train Belgian draft horses, with an average weight of 1000kg, and use special materials to capture the shrimp. The tools used for the activity have evolved significantly over time in order to improve the fishermen’s comfort through clothing and
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materials, as well as to increase the quantity of fished shrimp by using Belgian draft horses instead of mules or smaller horses. Shrimp fishing takes place an hour and a half before and after the low tide times. The fishermen fish in one hour timeframes and eventually go out of the sea for the horse to rest as well as to throw back unwanted fished species such as crabs and small fish, and to gather the caught shrimp in baskets on each side of the horse’s back. The activity is most productive during the warmer months (from April to October) which is also when the activity is open to the public; however fishermen can go at any time of the year as long as there is no ice cover. The reason for the lack of awareness
Fishing shrimp on a horse is exactly what its name describes
of this tradition is mainly its near-extinction in recent centuries. In the 15th century, shrimp fishing on horseback was still practised on the North Sea coasts in France, the Netherlands and even the South of England. This activity represented an extra revenue needed for the household. Nowadays there is only one place in which it is still ongoing: Oostduinkerke, a sub-municipality of the municipality of Koksijde. Listed, since December 2013, on the UNESCO Representative List of the Intangible Cultural Heritage of Humanity because of the activity’s respect for the marine environment and the cultural heritage and promotion it provides to the local community among other reasons, shrimp fishing on horseback is currently only practiced by 15 fishermen who work as a community and are fully involved in keeping this tradition alive. These 15 fishermen do it as a sideline activity, and therefore it does not constitute their main source of revenue. Their passion for the horses, fishing and sea is their main incentive. This passion to pursue this tradition is often transferred across generations but they also welcome new fishermen. The Oostduinkerke’s Fisheries Museum, known as Navigo, constitutes the activity’s main office, as well as the official history and knowledge keeper.
Shrimp fishing for tourist From a touristic point of view, this tradition represents one of the most promoted activities of the area. The municipality promotes this activity to the general public through a number of different activities. Shrimp fishing is open to the public, particularly from April to October. On specific dates, the
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fishing is followed by a shrimp cooking masterclass on site and a tasting. The Oostduinkerke’s National Fisheries Museum, Navigo, organizes pedagogic workshops for school groups who can also visit the fishermen’s family farms and observe the complete process.
Paradise for Nature Lovers
The Ardennes, situated in the south-east of Belgium, are one of nature's unspoilt areas, rich in fauna and flora, with vast forests of broadleaf and fir, hills and fast flowing rivers. Amongst the greenery lie the silent witnesses of the past of the Ardennes, such as castles, forts and citadels TOURISM
pringtime in the Ardennes is the season for walking, cycling, fishing, canoeing and kayaking. Horse riding, climbing and mountain biking are other examples of popular sports in the Ardennes. The keen mountaineer has an exciting choice of challenges. In Winter, the Ardennes are a fun paradise for downhill and cross country skiers, or perhaps you prefer tobogganing and snow scooter racing. There is action, even underground. Some of the caves are certainly worth a visit. Visitors can wander through the many picturesque villages nestling in the valleys where traditions and folklore still live on, and where the region's arts and crafts can be enjoyed. Laforêt is rustic village, wild and full of charm, it concentrates small shale farms, coming from local quar-
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Perched on the side of a hill, there are admirable views over the Semois valley in a remarkable natural setting
ries, around two parallel streets surrounding the church. Village of mysteries too, of legends including those of Adrien de Prémorel. Besides, here is Pépé Crochet, sitting at the edge of the abrevoir. He's calling us, let's follow him! The wide, very particular roofs, called "beams", cover a habitat with deep volumes and all of built-up shale. A very Ardennes decor completes the picture: lucky hearts and protectors on the barns, shale bull's eye, wooden door and window frames. Wash-houses and drinking-troughs still exist at the ends of the village, as well as a few tobacco dryers, now reassigned to other uses. On the heritage side, let us point out the Church of St. Agatha decorated by the Namur artist Jean-Marie Londot. During the beautiful season, do not hesitate to put your courage to the
test by crossing the Semois via the astonishing “Pont de Claies”. Gros-Fays is made up of traditional shale houses. Away from the main roads, the village breathes calm and you can admire its 17th century castle-farm, its church, its old brewery, its mill but also all the richness of its small heritage. Perched on the side of a hill, it offers admirable views over the Semois valley in a remarkable natural setting. Its forest where beech is present is one of its treasures. Under the village, a few shale quarries that were well exploited in the past have dug cavities that are still visible today. The cultivation of tobacco has also left a few dryers there. Located a few kilometers from Alle-sur-Semois, Gros-Fays is directly linked to the valley via networks of marked walks and thematic circuits.
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