THE US EMBASSY IN SERBIA MARKED INDEPENDENCE DAY
Take a look at how the US Embassy in Belgrade celebrated one of its most important national holidays
Atraditional reception at the residence of the American Ambassador, H.E. Christopher Hill, marked the national holiday of the USA, also known as Independence Day, in memory of July 4, 1776, when the Declaration of Independence was published in Philadelphia.
H.E. Ambassador Hill, with his wife Julie Hill, Deputy Ambassador Ginkel, and the military attaché received the congratulations. During the ceremony, H.E. Cristopher Hill spoke about the friendship between Serbia and the United States of America at the celebration of Independence Day at the US Embassy in Belgrade.
He explained that although a country can be faster if it moves alone, it can achieve higher goals only when it is in community with others.
WE
WANT TO BE WITH SERBIA AT EVERY STEP IT TAKES
“Last year was difficult, but I want to be optimistic, I have no other choice. We have a lot in common, we share a similar culture and what is extraordinary when we talk about Serbia and the USA is that in these two countries live young people full of ideas and perspectives of positive energy” he said.
“Serbia has had difficult times, but it understands in which direction it is moving. We want to be with Serbia at every step it takes. Let’s all have a toast to the friendship between Serbia and America” he added.
During his speech, H.E. Cristopher Hill touched on the words of one of the founders and authors of the Declaration
of Independence, Thomas Jefferson, and pointed out that he explained the essential fact of democracy in just three pages and added that even after 248 years, those ideas are still alive and something we all strive for.
At the beginning of the ceremony, US Marines solemnly handed over the US flag to Ambassador Hill, who is the organizer of the ceremony together with his wife Julie, and then the national anthems of the two countries were performed.
HISTORIC CITIES LIKE BOSTON AND PHILADELPHIA ARE BEST KNOWN FOR THEIR CELEBRATIONS, THROUGH AMERICAN MUSIC AND REENACTMENTS OF HISTORICAL SCENES
The celebration of the USA Independence Day was also attended by the President of the Repulic of Serbia, Aleksandar Vučoč, Prime Minister of the Government of Serbia, Miloš Vučević, as well as ministers Siniša Mali, Dubravka Đedović Handanović, Ivica Dačić, Marko Đurić, Bratislav Gasić, Goran Vesić, Slavica Đukić Dejanović, Novica Tončev, Dejan Ristic, Usame Zukorlić, Tomislav Momirović, Maja Popović, as well as the director of the Security and In-
formation Agency, Vladimir Orlić, as well as the general director of MTS, Vladimir Lučić.
As for the nature of this important national holiday, there has been a variety of summer activities that have become associated with Fourth of July celebrations, including picnics, baseball games, fireworks, and many more.
As for fireworks, they date back as a tradition of Independence Day as early as the first anniversary in 1777.
John Adams wrote in a letter to his wife, Abigail that he wanted Independence Day to be celebrated with pomp, parade, shows, and “Illuminations.” This original letter was written when Adams presumed that Independence Day would be celebrated on July 2.
Although the Fourth of July is celebrated across the country, historic cities like Boston and Philadelphia are best known for their celebrations. Representing American music, the Boston Orchestra, which holds a concert on the banks of the Charles River, attracts a huge number of visitors. Philadelphia holds celebrations at Independence Hall where historical scenes are reenacted and the Declaration of Independence is read.
The company Coca-Cola HBC Serbia, as part of the CocaCola HBC Group, has been operating in the domestic market for 27 years. Today, the company employs around 1,600 workers, and collaborates with 37,000 customers and about 1,700 suppliers, creating significant economic value for the domestic economy.
Coca-Cola HBC Serbia’s share in the nonalcoholic beverages category is 44%. Besides excellent business results, the company is also recognized as one of the leaders in sustainable business, having recently presented its 11th Sustainability Report.
WE ARE BUILDING A STABLE AND FUTURE-READY SUSTAINABLE BUSINESS
We have shown not only how seriously we take the domestic market, but also that we have vision, resilience, and readiness to grow
We spoke with the General Manager of Coca-Cola HBC Serbia, Svetoslav Atanasov, about the ways they integrate sustainability into their operations, significant ongoing investments, and how they use digitalization to create a more resilient business.
Mr. Atanasov: With geopolitical uncertainty and high inflation rates, the past year required businesses to exercise caution and adaptability, but Coca-Cola HBC Serbia continued with investments and development. Instead of hitting the pause button, we pressed forward. We have shown not only
AT THE ZEMUN BOTTLING PLANT, WE RECENTLY INSTALLED A NEW, MODERN CAN-FILLING LINE WORTH OVER 12 MILLION EUROS.
how seriously we take the domestic market, but also that we have vision, resilience, and readiness to grow. You will recall that in 2022, we expanded our family by opening the Rosa Homolje sparkling water bottling plant. We continued to strengthen our unique 24/7 portfolio.
SVETOSLAV ATANASOV
Coca-Cola HBC Serbia, CEO
In the past year, we started implementing important projects that will enhance both business performance and environmental parameters. At the Zemun bottling plant, we recently installed a new, modern can-filling line worth over 12 million euros. This increases our production capacity and, for the first time, introduces new formats such as the 0.25 l can, in line with our goal to provide consumers with a variety of portion choices of their favorite drinks. On the new line, we will also be able to produce group packs of cans attached to a cardboard cover, using KeelClip technology, significantly reducing plastic consumption.
We have installed heat pumps to reduce natural gas usage. As part of the “Accept the Circular Challenge” initiative, the Ministry of Environmental Protection selected this project as one of the top 10 in Serbia. With heat pumps, we are reducing CO2 emissions by 1,000 tons annually.
At the Vlasinka bottling plant, where the popular Rosa water is produced, we installed solar collectors, saving around 180 megawatts of electricity annually.
The currency we measure all these investments with is sustainability. We are building a stable, future-ready business, fulfilling the goals of our Sustainability Mission 2025 and NetZero 2040 ambition.
Zero emissions are becoming one of the important promises of this generation. How far have you come on this path?
Compared to 2017, we have reduced our direct CO2 emissions by 73 percent. We achieved this by sourcing all our electricity from renewable sources, transitioning to a “green” vehicle fleet, and continuously optimizing processes at our bottling plants.
A long journey lies ahead concerning indirect emissions, which arise within the value chain. The raw materials we use, packaging, and refrigeration equipment account for about 94 percent of our total emissions (both direct and indirect). Collaboration with suppliers and partners is key to addressing indirect emissions. We initiated the Green Procurement Day, where we gathered with our suppliers to share best practices. We learn from each other and work together to find solutions with the same goal – “greening” the supply chain.
In 2023, we introduced attached caps to facilitate recycling of the entire package, and whenever a consumer chooses our Joy, FuzeTea, or neXt lemonades, they select packaging made from recycled plastic. Currently, about 8 percent of our total packaging on the market is made from recycled plastic. The Coca-Cola HBC Group has set the goal of achieving zero emissions by 2040. It seems far off, but that future is now. I see the next 16 years leading up to fulfilling our promise as a period for innovation and unlocking potential, both for us and our partners.
How relevant is sustainability becoming as a topic for domestic consumers? Do you see shifts in this direction?
Businesses thrive only when they are relevant to the needs of the communities they are part of, as this allows them to fulfill their role to all stakeholders: customers, partners, employees, and consumers. Accordingly, I can say that
sustainability is becoming an increasingly relevant issue for consumers. Numerous questions and comments we received after introducing the attached caps are one example. More and more frequently, we hear from job candidates that they care about how the company treats the community or the planet. To be a desirable employer or a favorite brand, it is essential to genuinely embody a culture of sustainable business practices. As Coca-Cola HBC Serbia, we not only do what is right but also aim to be relevant to consumers who have different needs than they did 10 or 20 years ago.
At the presentation of the Sustainability Report, the information about your investments in digitalization was surprising.
Digitalization has long become “everyone’s” business; it is no longer reserved for technology or financial companies. For us, digitalization means a greater focus on our customers and partners, a better experience for employees, improved overall productivity, and sustainable solutions. This is why, together with the company Bambi as part of the Coca-Cola HBC system, we have invested more than 8 million euros in digitalization over the past two years. Today, 14 percent of our sales volume comes through digital channels. This speaks volumes about the power of digitalization. Over the past year, we implemented next-generation software for better route planning for our sales representatives, reducing travel time by 12%, which will further reduce CO2 emissions. I think we have only “tapped into” a portion of all the possibilities digitalization offers. I look forward to witnessing even more intense business transformation in the years ahead with the help of the latest technologies.
DIGITALIZATION MEANS A GREATER FOCUS ON OUR CUSTOMERS AND PARTNERS, A BETTER EXPERIENCE
FOR EMPLOYEES, IMPROVED OVERALL PRODUCTIVITY, AND SUSTAINABLE SOLUTIONS
Can it be said that the intersection of digitalization and sustainability is also reflected in the announced project of building an automated warehouse?
When we talk about new horizons we are opening, one of the most important projects for us this year is the commencement of building an automated warehouse, which will be the cornerstone for setting innovative standards in logistics. With this project, our warehouse capacity and efficiency will increase, and the loading capacity will double. We will simplify processes, reducing operation times and minimizing the possibility of errors. Regarding the impact on environmental parameters, we expect a reduction in CO2 emissions by 1.35 tons annually. Preparatory work is well underway, and we expect construction of the automated warehouse, valued at 33 million euros, to begin this year.
SERBIA AND AMERICA: CLOSER THAN GEOGRAPHY SUGGESTS
“We want the best for this region. We want peace and security here. Personalities will change. That’s for sure. But, I think people need to understand that our interests are more permanent than that and more lasting!”
While I was waiting for Ambassador Hill on the ground floor of his residence in Belgrade’s Dedinje neighborhood, I drank coffee kindly offered to me by his wife Julie and looked at photos from his rich diplomatic career. One in particular caught my attention. On it is the date November 20, 1995. Better connoisseurs of the Balkan situation know that it
“ASSANGE WAS INVOLVED IN SOME VERY SERIOUS MATTERS THAT AFFECTED NOT ONLY AMERICAN NATIONAL SECURITY BUT THE SECURITY OF INDIVIDUALS WHOSE NAMES CAME OUT!”
H.E. CHRISTOPHER HILL American ambassador to Serbia
“WHAT EUROPEANS ARE DOING IS TRYING TO GET KOSOVO AND SERBIA TO HAVE A NORMALIZED RELATIONSHIP. AND THAT MEANS, FIRST OF ALL, REDUCING TENSIONS, BUT IT MEANS, ESPECIALLY, THE IDEA OF SORT OF GETTING ALONG WITH BEING ABLE TO WORK TOGETHER ON ISSUES!”
was the day before the Dayton Agreement was reached, which was officially signed in Paris on December 14, 1995, and which ended the war in Bosnia and Herzegovina. In the photo, we see Ambassador Warren Christopher, Richard Holbrook, Alija Izetbegović, Slobodan Milošević, and, then a young diplomat - Christopher Hill.
Ambassador Hill descends the stairs and recalls those days in Dayton and how important it was to the French that the agreement be signed in Paris and be remembered as the Paris Peace Treaty. However, history wanted us all to
remember it as the Dayton Agreement.
Your Excellency, last September, we opened our Day of America in Belgrade with a video of the famous Martin Luther King speech “I Have a Dream”. It was the 60th anniversary of this event. In your opinion, what is the American dream today, 61 years after Martin Luther King’s speech?
In a real sense, it’s still Martin Luther King’s dream. It’s an extremely important thought, and it is basically the concept that the arc of history is as long as the intervening years would suggest, but it does indeed bend toward justice. And, it’s kind of an optimistic statement, but it’s also asking not only for optimism but for hard work and for something to happen. So, I think it’s very much, our country is in that mode. We have our problems, you have your problems. Everyone has their problems right now. But I think we can solve them better if we are together.
Do you think that this agreement with mister Assange is part of this? It’s making a better picture of America as still, the “land of the free and home of the brave”.
I’ll let you answer your question. I comment like this: He was involved in some very serious matters that affected not only American national security but the security of individuals whose names came out. So I will leave that up to you to answer.
When I was a student in the ‘80s, I subscribed to the magazine “Pregled” published by the US Embassy in Belgrade. Do you think American “soft power” is still present and innovative enough in this part of the world today?
Well, I think soft power is really about doing a lot of listening and understanding what is going on and trying to be help-
ful and, not to be, you know, angry or resentful, but rather to lend a helping hand. And I think we try to do that in this region. I can not say we do it through a magazine called “Pregled”, but, I think we do it through other means. And, I think we have, in particular, in Serbia, a very active embassy that reaches out to all elements of Serbian society in the hopes that we can find greater understanding. And that is really what is our power. Cultural exchange, all kinds of things. And, I think it is especially important in Serbia because you have this very dynamic cohort of younger people. These are people who, in so many ways, share our culture. And the whole tech culture in Serbia is something that I think our two countries can build on. There are other things. There is an athletic culture too. Serbs are very present in the US basketball scene, for example. So I think there are a lot of things that bring us together. And so, I think it goes well beyond the capacity of an embassy to hand out a magazine.
After 3 years in Belgrade as US ambassador to Serbia, what can you say, how our country has changed in your eyes since the nineties when you first came here and since 1921 when you arrived as US ambassador? I think this is a very different country from the nineties. Very different country. I think there is, frankly, a lot more of an economy than ever before. The process of foreign investment has had a profound impact on the way people think here about the world. And the understanding that Serbia has interest not just with its neighboring countries, but also interest, in broader Europe. In the nineties, Serbia had no aspirations, really, of joining the European Union. And now those aspirations and the possibilities are very real.
When you first came, was it in the early nineties?
I was here in the nineties because I was dealing a lot with the Dayton Peace Agreement. But I was here earlier. I was here, actually as a very young diplomat in the late seventies. So you can compare really totally different decades. I mean, in the late seventies, I mean, 1980, I was here in May 1980 when, when comrade Tito died. So, yes, I have seen different, different aspects of Serbia. In fact, to go even further back, my dad, my father was a diplomat here, and I was a 6-year-old kid.
During my first visit to the United States in January 1994, I was on the International Visitors Program. I saw President Clinton’s first State of the Union address. I remember how important this was to me as a young jour-
nalist from a troubled Southeastern European country. In this election year in the US now, what is your opinion on how the results of this election can influence future Serbian-American relations? In our media, there is always an expectation that everything will change if Trump becomes president - or not. It was so in 2016 as well in 2020 or today in 2024...
Well, you know, just as I don’t like to interfere in domestic, Serbian relations - I really don’t like to interfere in domestic US relations. We will elect, we will have an election in November that much I’m sure of.
Did you watch the Presidential debate yesterday? It was too late for me, but I have seen some replay in the media. Anyway, I think people need to understand that we have some lasting interests, and those interests will bridge any two administrations or any two halves of one administration. So we have some lasting interest. And so I would not encourage your viewers to think in terms of huge changes in our approach. We want the best for this region. We want peace and security here. We want these countries to realize their aspirations. Doesn’t matter who is who. It doesn’t really matter. So, you know, personalities will change. That’s for sure. But, I think people need to understand that our interests are more permanent than that and more lasting.
Your views are sometimes different, from the views of some European officials and politicians regarding the potential Serbian recognition of the independence of Kosovo, as a final step on our path to the EU. What is your opinion regarding this, for many people in Serbia, a crucial topic?
“SERBIA HAS AN INTEREST NOT JUST WITH ITS NEIGHBORING COUNTRIES, BUT ALSO INTEREST IN BROADER EUROPE. IN THE NINETIES, SERBIA HAD NO ASPIRATIONS, REALLY, OF JOINING THE EUROPEAN UNION. AND NOW THOSE ASPIRATIONS AND THE POSSIBILITIES ARE VERY REAL!”
“I KNOW THAT SERBIAN INSTITUTIONS HAVE LOOKED VERY CAREFULLY AT THE ENVIRONMENTAL ISSUES. IF PEOPLE CONTINUE TO HAVE MORE CONCERNS, THEY OUGHT TO BE ASKING THOSE INSTITUTIONS. AGAIN, THIS IS A MATTER FOR SERBIA TO GET TOGETHER AND DECIDE WHAT IS IN THE BEST INTEREST OF THEIR COUNTRY AND, GOING FORWARD FROM THERE!”
First of all, what the Europeans are doing is the right thing. And what they are doing is trying to get Kosovo and Serbia to have a normalized relationship. And that means, first of all, reducing tensions, but it means, especially, the idea of sort of getting along with being able to work together on issues. So
normalization is what the European Union is seeking. Looking beyond, I mean, I think it is important to understand that if you can have, as the Europeans call it “a normalization” that is fundamental, that is broad-based, and and legally binding, normalization. You can build a very strong platform to build other things on it.
So I think the first thing is normalization, and that’s what the Europeans are trying to do, and that’s what we are trying to do to help the Europeans because that is absolutely key. If there is no normalization, that means instability, that means problems. And while the Europeans want to see Serbia among them, that is within their structures, They want to see Serbia resolve or at least address problems before Serbia comes in. So, I think they are very much focused on normalization, and we are too.
Speaking about normalization, this is the news from yesterday. Would you like to comment on the banning of this “MirditaDobar dan” festival in Belgrade?
You know, I’ve seen that news, of course. This is a European Union-sponsored art festival. I’m kind of surprised about this decision. I wasn’t expecting this. There are always security concerns. I understand that. But I don’t understand this decision. This festival was a great look for Serbia, where it had been held for 10 years. It deals with how to cooperate with others throughout the region. So for me, I don’t understand why such an opportunity should be missed.
Lithium exploration and Rio Tinto are also hot topics for people in Serbia, especially today after the Serbian government announced that this project is not closed as they stated in January 2022. What is the official position of the US regarding this topic?
First of all, I don’t think we have an official position on this. This is a matter for the Serbian people, to determine what is best in Serbia’s interest. I think Serbia has tried to have a debate about this. This has been kind of politicized, not unusual in today’s world where many issues become politicized. But I think the most important issue is for everybody to determine whether it’s helpful for Serbia’s future. And, can lithium be part of a modern economy? Can it be part of a value chain of modern technologies? And, otherwise, it’s just a mining project. I think there’s a big effort to make sure that people understand that this is part of a modern economy, and it’s for Serbs to decide and stop foreign diplomats from making decisions for them.
Do you think we need real discussion, real conversation? Because I don’t think in the past couple of years, we had this kind of conversation in one room. We see only accusations from both sides, but not conversation in one room.
I mean, we live in an age where often, you know, emotion becomes a big part of every conversation. And I think, really, there needs to be less emotion and more attention to whether this project is good for Serbia. And I think there seems to be, at least a decision as you allude to, to the fact that this is something that should be part of Serbia’s future. I know that Serbian institutions have looked very carefully at the environmental issues. If people continue to have more concerns, they ought to be asking those institutions. Again, this is a matter for Serbia to get together and decide what is in the best interest of their country and, going forward from there.
“MIRDITA, DOBAR DAN” FESTIVAL WAS A GREAT LOOK FOR SERBIA, WHERE IT HAD BEEN HELD FOR 10 YEARS. IT DEALS WITH THE HOPE OF COOPERATING WITH OTHERS THROUGHOUT THE REGION. SO FOR ME, I DON’T UNDERSTAND WHY SUCH AN OPPORTUNITY SHOULD BE MISSED!”
Serbia is going to be in the electric vehicle business. There’s going to be a new “panda” coming out of Kragujevac which will be great. It’s kinda nice to see that, you know, there is this modern economy, this postmodern economy if you like, and that, Serbia can be a part of that. And I think the argument of those, including in the government, who believe that lithium is good for Serbia, the argument is that lithium is very much tied to this modern economy. So, again, Serbs, they need to decide this. They need to listen carefully, make their own decisions, and have their public debates.
We are the “Diplomacy of Commerce” magazine, so we have “commerce” as a part of our title. What’s your opinion about the potential improvement of business relations between Serbia and the US?
Well, I think we are getting there. I think a lot of good things have happened. First of all, we have a very successful and influential American chamber, here in Belgrade. And I think they have done a lot to be very reassuring to other American companies that might be looking at the Serbian market, might not have known a lot about the Serbian market. So the fact that you see some American companies, some very serious American companies coming to Serbia, I think is a very good sign. I think, continuing to focus on that because ultimately, Serbia, given its size, will always need other markets, not just markets in Serbia, but other markets. And so I think it’s kind of an encouraging sight when you drive along some of Serbia’s new infrastructure. And by the way, infrastructure is a big, big part of this issue. To see these companies, building factories and building, data centers and issues like that.
I think Serbia, especially its young people, needs to be assured that this economy is modernizing and is going to stay up to other economies. I know there’s a lot of concern about the demographics in Serbia, the demographics of many Eastern European countries. So people need to be assured that this is a good place to raise a family. And I think more and more people understand that. I think this road network helps. The fact that you can live in Kragujevac and work in Belgrade is a good sign.
Like myself - Commuting from Novi Sad to Belgrade daily, by train.
Novi Sad is such a center. I think Belgrade is the suburb
I THINK SERBIA, ESPECIALLY ITS YOUNG PEOPLE, NEEDS TO BE ASSURED THAT THIS ECONOMY IS MODERNIZING AND IS GOING TO STAY UP TO OTHER ECONOMIES
of Novi Sad (laugh). But seriously, I think the development of some of these other cities is important.
We saw, according to the last census in 2022, that only Novi Sad, Belgrade, and Novi Pazar face an increase in population between the two censuses. The rest of the cities are declining.
It’s really about infrastructure and making sure that, you know, if you live down on the Morava corridor, you can, you can get to Belgrade in a reasonable amount of time. You can go visit your parents, or grandparents down there and have Sunday lunch with them and still get back in time to Sunday night to prepare your kids for school. These are very positive trends in Serbia. And I think it’s a trend that foreign businesses will look at and see a certain commitment of the population to a country that is developing in a modern way.
Would you like to add some message at the end of this interview, before Independence Day to our readers and people in Serbia?
The other day, I was reading the American Declaration of Independence. You know, it was July 4, 1776. And it/s interesting that we still talk about the concepts. It’s, about the rights of the individual, what rights we all derive from the fact that we exist, and how governments should be instituted to protect those rights. And when you read through this kind of material, you realize that our two countries share a lot of values. And sharing values, I think, is the essence of partnership and friendship. But frankly, I would like to see more between Serbia and the United States. And so I think we all ought to, consider the fact that even though we are separated by a big ocean, the Atlantic Ocean, and the Mediterranean Sea, in some aspects we are also much closer than the geography might suggest.
GORICA STOJKOVIĆ
General Manager for Serbia, Montenegro, and North Macedonia, Coca-Cola Company
With Gorica Stojkovic, General Manager for Serbia, Montenegro, and North Macedonia at the Coca-Cola Company, we discussed how continuous learning could improve business, the company’s business models and future goals, as well as the importance of sustainability in this challenging environment.
What are the key ingredients in Coca-Cola’s strategy for building a better, shared future?
Coca-Cola has a long history of investing in the communities where we do business, not just through the economic activity our business generates. Our flagship brand has a proud heritage of promoting equity and inclusion across borders through its marketing and sponsorships, which remains at the heart of how we take our brands to market today. We aim to contribute to a better future by investing to improve people’s lives, from our employees to all those who touch our business system, to the communities around the world where we operate. We believe there are three key ingredients needed to build a better future. First, Innovation is crucial for developing solutions to the social and environmental challenges we face. Second, Inclusion ensures that everyone can participate fully in society. Third, Inspiration creates a sense of hope that a better future is possible and stimulates positive action. Our corporate social impact strategy aims to invest in these three areas
INNOVATION, INCLUSION, AND INSPIRATION FOR A BETTER FUTURE
Our strategy is centered around people—our consumers and employees— and driving sustainable solutions that build resilience into our business to respond to current and future challenges while creating positive change for the planet
to contribute to a greater time to come for our employees, our value chain, our consumers, and our communities.
How does Coca-Cola leverage its global workforce to drive collective impact and foster a culture of inclusivity and growth?
Worldwide, Coca-Cola is dedicated to aligning priorities and driving impactful change through collective efforts. Our global workforce is pivotal to our success, as we collaborate across our extensive network to unleash the strength of our highperforming system. By leveraging our diverse talent, we consistently achieve outstanding results and embrace transparency in both our successes and challenges. As an employer of choice, we celebrate diversity and champion inclusivity, fostering an environment where individuals can flourish and develop based on their unique attributes. Our people are at the core of our power, working together across our network to bring our high-performing system to life. We unite diverse talents to achieve great outcomes and are prepared to share both our
WORLDWIDE, COCA-COLA IS DEDICATED TO ALIGNING PRIORITIES AND DRIVING IMPACTFUL CHANGE
THROUGH COLLECTIVE EFFORTS
victories and our setbacks. This approach creates an environment where people grow and thrive, building on their personalities.
How much do macroeconomic influences affect your business and growth strategy?
Our strategy is centered around people—our consumers and employees— and driving sustainable solutions that build resilience into our business to respond to current and future challenges, while creating positive change for the planet. But, despite all of the challenges in past years, we leveraged the crisis as a catalyst to accelerate the business transformation that was already underway. And we did that because through it all we stayed clear on our purpose – which is to Refresh the World and Make a Difference. We kept this front and center because it allowed us in the early years to re-orient our business and drive ourselves forward, and it allowed us to manage through the pandemic. And today, we remain rooted in that strategy, and continue to strive toward driving the topline and generating returns. We identified key objectives to propel us to a growth trajectory – win more consumers, gain share, maintain strong system economics, strengthen our impact across our stakeholders, and equip our organization to win in the future. These remain our north stars as we continue to navigate the uncertain microenvironment ahead in the near term.
What do you consider crucial for achieving sustainable growth of a company?
OUR PLANS ARE CENTERED ON OUR COMMITMENT TO SUSTAINABLE DEVELOPMENT.
Together with our bottling partners, we employ more than 700,000 people. We are a total beverage company with products sold in more than 200 countries and territories. We seek to positively impact people’s lives, communities, and the planet and we prioritize sustainable operations and community engagement. We know climate change is the defining challenge of our time and we want to play our part in addressing it and contributing to a solution. Our ambition is to achieve net zero emissions by 2050 No matter how much our business grows, our emissions must be reduced. We have set an interim target to reduce absolute emissions by 25% by 2030 against a 2015 baseline. Several of our bottling partners have announced their science-based targets and net zero pledges to drive climate action across the global Coca-Cola system
How does Coca-Cola adapt to evolving consumer needs and market trends?
As a total beverage company, we focus on our consumers, and their evolving needs, and adapt alongside them. We’ve curated a targeted portfolio emphasizing cutting-edge excellence in ingredients, innovation, design, experiences, and marketing. This includes driving the most radical marketing transformation in our history, shifting from broadcast TV ads to digital-first engagement. By combining partnerships, technology, and
consumer passions, we create unforgettable experiences in music, gaming, and sports. As we grow, we continue to market all our drinks responsibly, reformulate products, and offer various pack sizes to help consumers manage their added sugar intake. Aligned with our core values, our growth strategy prioritizes social and environmental responsibility.
What are the future Company goals?
Our plans are centered on our commitment to sustainable development. We have set ambitious sustainability targets for our System business, in all business-relevant areas: portfolio, water, packaging, climate, agriculture, people, and communities. Water is essential to every person and every ecosystem, and it is also the main ingredient in all our prod
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ucts. We continue to challenge ourselves to return to nature with more water than we use in our finished beverages. As part of our World Without Waste strategy we have committed to collecting one bottle or can for every one we sell by 2030, and we foster packaging waste collection initiatives with local municipalities. We will ensure that our growth is profitable and sustainable by driving circularity, minimizing waste, and reducing our packaging footprint, all of which help in supporting our net zero ambition.
DISCOVERING AUTHENTIC SERBIAN CUISINE AND INTERNATIONAL ELEGANCE AT HILTON BELGRADE
Nestled in the heart of Belgrade, Hilton Belgrade stands as a beacon of luxury and cultural immersion, offering an unparalleled experience for business and leisure travelers.
Among its many attractions, Hilton Belgrade proudly features two distinct dining venues that cater to diverse palates and preferences, making it a unique destination in Serbia’s bustling capital.
TWO KINGS: A TASTE OF AUTHENTIC SERBIAN CUISINE
Among the treasures of Hilton Belgrade is the renowned Two Kings restaurant, where guests can embark on a culinary journey through traditional Serbian dishes. Named after the historical figures of King Milan and King Milutin, which is the name of two streets that are crossing each other. This restaurant not only offers exquisite cuisine but also serves as the only hotel in the country where guests can savor authentic Serbian flavors without leaving the premises.
Two Kings prides itself on sourcing fresh, local ingredients to create dishes that reflect Serbia’s rich culinary heritage. From hearty ‘’Sarma’’ and home-made ‘’Ajvar’’ to mouthwatering ‘’Traditional pljeskavica’’ and indulgent ‘’Kajmak’’, each dish is crafted with precision and passion, ensuring an authentic dining experience that celebrates
the essence of Serbian gastronomy.
Whether indulging in a leisurely lunch or experiencing a sophisticated dinner, Two Kings promises a memorable culinary adventure that captures the essence of Serbian culture and hospitality within the elegant confines of Hilton Belgrade.
SKY LOUNGE: INTERNATIONAL FLAVORS AND ELEVATED DINING
For those seeking a cosmopolitan dining experience with a spectacular view, Hilton Belgrade presents Sky Lounge. Perched atop the hotel, this chic restaurant offers panoramic views of the city skyline alongside a diverse menu of international cuisine and innovative cocktails.
DISCOVER THE ESSENCE OF LUXURY AND HOSPITALITY AT HILTON BELGRADE
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PROMOTING FINE ARTS AS AN INEXHAUSTIBLE RESOURCE
Art shouldn’t be elitist, it should be about connecting people
MARIJA MILOŠEVIĆ Founder and director of Art For All Gallery
With the upcoming exhibition of Serbian contemporary art at the Museum of the American University - Katzen Art Center, which will take place from February 8 to the end of May 2025, we took our time to talk to the founder and director of Art For All Gallery, Marija MIlošević, about how this initiative came to be, the impact of these international collaborations between Serbia and America and the people that are behind it all.
Could you share some details with us about the origins and the idea behind the Gallery „Art for All“?
The Art For All Gallery has been working on the promotion of young visual artists since 2016 and serves as a hub for the exchange of ideas and exhibitions. We are located in the most beautiful part of the Old Town, Belgrade, across the street from the Patriarchate, the Cathedral Church of St. Michael the Archangel, and the Princess Ljubica Residence. The fact that we are located at the historical crossroads of the city brings us numerous foreign visitors who have positive reviews about the work of our contemporary artists.
COMPREHENSIBLE LANGUAGE FOR ALL PEOPLES AND NATIONS CONVEYS A STRONG MESSAGE OF CURRENT TOPICS THAT ARE THE SAME THROUGHOUT THE WORLD
It says that the main mission of „Art for All“ is to make art accessible and affordable to all. How do you aim to achieve that?
We are trying to promote fine arts as an inexhaustible resource, which, with a little investment can serve Serbia as an added value in the promotion and positioning of both Belgrade and Serbia on the cultural map. Our motto in our work is that art should not be elitist, it should be about connecting people because it speaks in a universal, comprehensible language for all peoples and nations and conveys a strong message of current topics that are the same throughout the world.
Recently, you managed to get a date, from February 8 to the end of May 2025, for the exhibition of Serbian contemporary art at the Museum of the American University - Katzen Art Center. How did this initiative come to be?
Our activity, in the field of promoting Serbian contemporary fine art in the United States, began in 2021, when Mrs. Elisabeth Escobar and I first started a private lobbying initiative to obtain exhibition dates in large American cities, such as Washington DC and New York. Mrs. Elisabet Escobar, as the wife of an American diplomat, lived in Belgrade for three years, and fell in love with our spirit and creativity, appreciating the innovation and ingenuity of our artists. We achieved our first exhibition results in 2022 with a large exhibition at the Anacostia Art Center in Washington DC, where we presented the multimedia works of nine artists from Serbia. This was immediately followed by an exhibition in 2023 in New York at the MC Gallery in Manhattan, where twelve artists were presented.
by Mijat Kontić
THIS EXHIBITION SHOULD BE AN INSPIRING STORYTELLING BEYOND STEREOTYPICAL REPRESENTATIONS AND NARRATIVES, SHOWING CONTEMPORARY TOPICS, ABANDONING THE THESIS OF A REGION OF CONFLICT AND OPPOSITES
Could you tell us more about the concept of the exhibition and about the Museum in which it will take place?
As the crown of our activity and commitment, we managed to obtain a date for the exhibition at the Museum of the American University Katzen Art Center from February 8 to the end of May 2025 to present and promote not only our contemporary fine art but through accompanying programs, our country and the most important projects in the field of culture, such as Expo 2027.
We have a third floor, the most important and largest space in the Museum for hosting Serbian contemporary fine art. For that occasion, the museum’s director Mr. Jack Rasmussen, visited Belgrade recently, to get to know better Serbian art scene and way of life. We are about to present new aspirations in today’s modern era and to showcase the art scene as it is today: modern, up-to-date with all global issues. This exhibition should be inspiring storytelling beyond stereotypical representations and narratives, showing contemporary topics, and abandoning the thesis of a region of conflict and opposites. We will try to overcome the stereotypical images of the Homo Balcanicus, which still prevail through the imagination of the West. It is about Serbia Now, which is the working title of the exhibition.
WE ARE ABOUT TO PRESENT NEW ASPIRATIONS IN TODAY’S MODERN ERA AND TO SHOWCASE THE ART SCENE AS IT IS TODAY: MODERN, UP-TO-DATE WITH ALL GLOBAL ISSUES
How important are these cultural collaborations between countries such as Serbia and USA? What’s the main impact of such projects?
If the right way of communication is found in presenting culture -in this case contemporary fine arts, then cultural diplomacy in action has a strong influence on forming opinions and conveying messages. Our partners in this endeavor, the Ministry of Culture of the Republic of Serbia, the Ministry of Foreign Affairs of the Republic of Serbia with The Embassy of the Republic of Serbia in Washington DC, recognized the private initiative’s effort to form a new method of diplomatic mediation in the formation of the country’s image, which has recently been called “soft power “. American Embassy in Belgrade, with His Excellency Ambassador Hill, is aware of our mission and is very supportive.
Could you tell us something about the artists whose work will be displayed at the exhibition?
It is planned to present ourselves through multiple media, which corresponds to the style and genre of artistic practice of our artists. The exhibition will include paintings, sculptures, installations, and video works. The process of selecting artists and artworks is ongoing, Mr. Rasmussen, the director of the museum, and I are working daily to select the most relevant representatives of today’s vibrant contemporary art scene in Serbia. I would not like to highlight any names so as not to leave someone out because the selection is ongoing. We must come across good reviews from Washington professionals and the general public, and Mr. Rasmussen has great experience in doing so.
Poster for the New Gračanica Monastery’s celebration of July 4th in the city of Third Lake in the Metropolitan area of Chicago, where the largest community of American citizens of Serbian descent in North America is located
Photo: New Gračanica Monastery
