Focus on
Switzerland
FeatUred interView a PartnerSHiP BUilt On innOVatiOn and trUSt
H.E. Mrs. Anne Elisabeth Lugon-Moulin
Swiss Ambassador to Serbia March
ECONOMICAL INTERVIEW
FrOM CHallenGeS
tO GrOwtH in SwiSS-SerBian trade
Dragica Tomčić Economic Affairs Officer at the Swiss Embassy in Serbia
CORPORATE INTERVIEW eMPOwerinG
SMall BUSineSSeS
FOr BiG SUCCeSS
Aleksandar Goračinov Director of SME HUB
A Partnership Built on Innovation and Trust
s wiss investments reshape industries, while green energy and technology open new frontiers
H.E. MRS. ANNE ELISABETH LUGON-MOULIN
Swiss Ambassador to Serbia
Switzerland has long been a key economic partner to Serbia, with investments spanning industry, technology, and sustainable development. Recently posted to Belgrade, Swiss Ambassador Anne Elisabeth Lugon-Moulin shares insights on the latest developments in SwissSerbian relations, the impact of strategic investments, and the future of this dynamic partnership.
You recently assumed the position of Swiss Ambassador to Serbia. How has your transition to life in Belgrade been? What do you like most about the city, and is there anything you miss from home?
Belgrade is a fascinating city, and I have felt incredibly welcomed since my arrival. It is full of energy and rich in cultural and historical heritage. I love walking along the rivers, exploring different neighborhoods, and experiencing the city’s vibrant atmosphere. What makes Belgrade truly special for
me is its people—their warmth, hospitality, and openness are remarkable.
Having lived abroad for more than five years now, I am used to missing things from Switzerland, especially our cheeses and chocolate, the mountains near my home, and the breathtaking view of the vineyards around Leman Lake. I was genuinely thrilled to return to the European continent and settle in Serbia. My time here has been very dynamic, and I appreciate how many activities and
collaborations are taking place between our two countries.
President Vučić visited Switzerland in December and met with 2024 Swiss President Viola Amherd. What were the key discussion topics, and what impact do you expect this visit to have on Swiss-Serbian relations?
President Vučić’s visit to Switzerland was a significant moment for our bilateral relations. Discussions focused on economic cooperation, trade and investment, and Swiss support for introducing the dual vocational education system in Serbia. Both sides acknowledged the strong economic ties between our countries and the potential for further Swiss investments in Serbia, particularly in innovation, sustain-
SWITZERLAND SEES GREAT POTENTIAL IN SERBIA, ESPECIALLY IN INNOVATION, GREEN ENERGY, AND DIGITAL TRANSFORMATION
able development, and tourism. The visit also underscored the important role of the Serbian diaspora in Switzerland, which serves as a valuable bridge between our two nations.
I believe this visit reinforced our political dialogue and set the foundation for expanding economic and cultural cooperation. I expect to see even greater Swiss interest in Serbia, especially in key sectors like green energy, digital transformation, and artificial intelligence—areas where both our countries are highly advanced.
All Photos: Curtesy of the Swiss Embassy
Swiss Ambassador Anne LugonMoulin is pictured at the Embassy of Switzerland.
Switzerland is one of the most significant investors in Serbia. Which sectors attract the most Swiss investment, and where do you see potential for further expansion?
Switzerland has a strong presence in Serbia, particularly in services, pharmaceuticals, large industries and IT. In recent years, there has been a growing interest in digital transformation, biotech, and large-scale industries. Swiss companies appreciate Serbia’s skilled workforce, strategic location, and business-friendly environment.
There is still potential for expansion, especially in technologydriven sectors and renewable energy. Serbia’s startup ecosystem is developing rapidly. Real estate is also a new sector where Swiss investments are coming into the country.
Serbia has recently completed its second renewables auction with the support of the European Bank for Reconstruction and Development (EBRD), funded by Switzerland, marking a significant step toward a greener energy future. How do you see the role of Swiss investors and expertise in contributing to Serbia’s renewable energy transition?
The success of the renewables auction demonstrates Serbia’s commitment to green energy, and it opens doors for further investment in solar, wind, and other renewable projects. Swiss expertise in energy efficiency, smart grids, and sustainable infrastructure could play a crucial role in helping Serbia meet its long-term environmental and economic goals.
THE SERBIAN DIASPORA IN SWITZERLAND IS A VALUABLE LINK BETWEEN OUR TWO COUNTRIES, DRIVING BUSINESS AND CULTURAL EXCHANGE
In December, Switzerland hosted the Swiss-Serbian Innovation Forum. What were the key takeaways from this event?
Switzerland has consistently ranked number 1 on the European Union Innovation Scoreboard (covering countries outside of the EU also) and on the UN World Intellectual Property Organization’s Innovation Index for over a decade.
We are one of the countries in the world spending the most on Research and Development (compared to GDP). The Forum was thus an opportunity to have the Head of the Swiss delegation exchange with Minister of Science, Technological Development and Innovation J. Begovic on systemic issues related to research and sciences in both countries.
The Swiss-Serbian Innovation Forum was also a fantastic opportunity to highlight the collaboration potential in technology and entrepreneurship. It brought together 500 participants (eg startups, business leaders, and policymakers) to discuss fostering cooperation in areas such as AI, biotech, and sustainable innovation. One key takeaway was the recognition that Serbia is an attractive destination for Swiss investors, particularly in high-tech industries. We established several new connections and are currently exploring ways to support follow-up initiatives.
How would you assess the current trade relations between Serbia and Switzerland? Are there specific areas where cooperation could be strengthened?
Trade relations between Serbia and Switzerland have been steadily growing over the past five years, making Switzerland one of Serbia’s key economic partners, particularly in the services sector, where we rank Serbia’s fourthlargest partner worldwide. Serbia’s exports to Switzerland, especially in machinery, agriculture, and IT services, have also been increasing, which has resulted in a positive trade balance for Serbia. Let me also recall that we have had a bilateral free-trade agreement in place for more than ten years. In 2023, the total trade of goods between the two countries amounted to 708.6 million euros, marking a slight decrease compared to 2022, but when we add services, we are coming up to 2 billion of trade per year. There is, thus, room for improvement. We are actively encouraging Serbian companies to explore opportunities in Switzerland and vice versa, with a strong emphasis on strengthening business-to-business ties in the coming years.
Serbia has seen an increase in student protests and political activism. Do you see political instability in Serbia as a potential risk factor for foreign investments, including Swiss businesses operating in the country?
Private companies need a stable environment to plan their future investments. While the current political momentum is peaceful, it brings a certain level of uncertainty about the future. Therefore, I do see a risk—albeit limited in time—of the private sector being in a “wait and see” mode.
Swiss Ambassador Anne Lugon-Moulin participates in the SME HUB event.
In the photo from the Kopaonik Business Forum, the Swiss Ambassador, Anne Lugon-Moulin, participates in the panel Women, Climate, and Power Bridging Gaps for a Greener Future.
The Swiss government, through SDC and SECO, has been actively supporting small and mediumsized enterprises (SMEs) in Serbia. Can you elaborate on this program and its impact?
SMEs are the backbone of the Swiss economy, and they play a crucial role in job creation and innovation in Serbia as well. Through the Swiss Agency for Development and Cooperation (SDC) and the State Secretariat for Economic Affairs (SECO), we have supported Serbian SMEs by improving access to finance, enhancing business skills, and promoting digitalisation. Our new flagship project is the SME Hub.
Can you share some success stories or notable achievements from this program?
There have been many inspiring success stories. We have seen Serbian startups expand internationally after receiving support from Swiss-backed initiatives. Additionally, traditional businesses have modernised their operations, making them more competitive in European markets. Over the past three years, 147 companies have improved their international market access, thanks to Swiss support.
One outstanding example is Adoré Chocolat, a family-run business specialising in handmade pralines and premium-quality chocolates. With support from SME HUB, Adoré strengthened its organisational, financial, and management capacities, which enabled collaboration with Bambi. While Adoré was already a recognised producer of high-quality handmade chocolates, transitioning from artisanal to industrial production was crucial for its growth and developing its new product, Plazma Praline.
What are the future priorities for Swiss support in this area?
We will continue focusing on innovation, modernisation, and expanding vocational education programs. The dual education system in Switzerland has been a key factor in our country’s economic growth, innovation, and low youth unemployment rate. We want to help Serbia expand vocational education programs to ensure young people acquire skills relevant to the jobs of the future. Additionally, assisting Serbian SMEs in adopting digital transformation and green technologies will be a priority. The Science and Technology Park in Belgrade, which we have
SWISS COMPANIES APPRECIATE SERBIA’S SKILLED WORKFORCE, STRATEGIC LOCATION, AND BUSINESS-FRIENDLY ENVIRONMENT
supported since its onset, will remain a key partner for us. Several start-ups have been created at the STP, thanks to the long-lasting support of Switzerland. The Swiss Serbian Chamber of Commerce is also doing a very good job in connecting Swiss companies with key stakeholders in the country. According to the National Bank of Serbia, 600 Swiss enterprises are present in the country.
Freedom of expression and democratic values are key elements of Swiss foreign policy. How does Switzerland engage with Serbia in these areas?
We have been supporting local governance projects for some decades now. As Switzerland is a highly decentralised country, we have especially engaged
ourselves at the local level in Serbia in fostering citizen participation, transparency in public spending and public oversight mechanisms. In doing so, we have always worked and helped all involved actors: the respective Ministry in designing the system, the Standing Conference of Towns and Municipalities for fostering intermunicipal exchanges and best practices, as well as some local CSOs and NGOs to enhance public participation and check-and-balances.
How does Switzerland view Serbia’s EU accession process, and in what ways is it assisting the country on this path? Switzerland supports all Balkan countries in their respective paths towards EU membership.
Our development cooperation portfolio worth 20 million euros/ year is geared towards three key sectors of importance for Serbia’s reforms: economic development and innovation, climate change and energy, and governance. As a non-EU member, it is not up to Switzerland to judge the EU accession process of Serbia. We support the end goal because we believe that the Balkans need to be better integrated with Europe.
Serbia has a significant diaspora in Switzerland. How do you assess their contribution to Swiss society and the economy?
The Serbian diaspora in Switzerland is a well-integrated and dynamic community that has made substantial contributions in my country across multiple sectors, including business, academia, medicine, sports, and culture. Its hard work and entrepreneurial spirit have enriched Swiss society in countless ways.
Many Serbian expatriates maintain strong ties to their homeland by sending remittances, investing in businesses, and fostering economic cooperation. I am also amazed to see how many cultural projects bridging our two societies are emerging from Serbian people living in Switzerland and Swiss citizens who join talent and forces together. Our Embassy also tries to offer them an expanded visibility. They are an invaluable link between our two countries.
Looking ahead, what is your vision for Swiss-Serbian relations in the coming years? I am very optimistic about the future of our partnership. Switzerland and Serbia share a strong foundation of trust and friendship; next year, we will celebrate 110 years of diplomatic relationships. I see numerous opportunities for deepening our cooperation. Innovation, sustainability, and investment in human capital will be key focus areas of our work, be it through our development cooperation portfolio or the private sector.
Lastly, EXPO 2027 will offer significant opportunities to connect our two countries further. I was very proud to represent Switzerland as the first country to officially announce its participation in EXPO 2027, demonstrating our commitment and reliability in Serbia.
The Swiss Ambassador to Serbia is delivering the opening speech at the Swiss-Serbia Innovation Forum.
Swiss Ambassador Anne Lugon-Moulin is seen delivering a speech during Swiss Day, which is traditionally held on August 1st
Empowering Small Businesses for Big Success
The Transformation of sMEs as a Driver of c hange in serbia’s Business Ecosystem
Small and medium-sized enterprises (SMEs) in Serbia are increasingly seeking ways to enhance their operations and establish long-term partnerships with larger companies. For the past year, SME HUB has been supporting such businesses, helping them become competitive suppliers by enhancing their organisational capacities, business processes, and standards. The results achieved over the past year and those to come are reflected in the experiences of companies participating in this initiative, as well as plans to expand the support network.
Aleksandar Goračinov, Director of SME HUB, says that from the outset, the initiative has been focused on tangible results –strengthening the capacities of small and medium-sized enterprises so they can become reliable partners to large companies. “From the very beginning, we set clear objectives – to provide adequate expert support to domestic firms, enabling them to strengthen their capacities and integrate into global supply chains,” he emphasises.
Through a detailed analysis of needs, tailored development plans, and targeted support in professionalising management, financial management, human resources, production processes, certification, and compliance with international standards, SME HUB helps businesses enhance their competitiveness. “The first step in this process is understanding where companies currently stand and what they need to reach the next level of development,” Goračinov adds.
The results so far confirm the effectiveness of this approach –domestic companies that have undergone SME HUB’s transformation are already making significant strides in cooperation with large firms. In its second year, the programme aims to support 15 more companies, with the ultimate goal of guiding a total of 80
SOMETIMES, THE KEY CHALLENGE IS CHANGING THE MINDSET – ADAPTING OPERATIONS TO THE STANDARDS OF LARGE COMPANIES CAN BE DEMANDING, BUT IT BRINGS LONG-TERM BENEFITS
enterprises through the initiative. These businesses will acquire the necessary knowledge, resources, and business opportunities to foster sustainable growth and development. “It is essential for small and medium-sized enterprises to recognize that this is not a onetime intervention, but a long-term process, integral to a broader strategy for sustained development,” Goračinov emphasizes.
One of the most valuable lessons the SME HUB team shares from experience is a systematic approach to business development, with a focus on precision, quality, efficiency, and long-term planning. A team of experts with extensive experience in the business sector, together with
carefully selected consultants, helps domestic companies optimise business processes, introduce necessary modernisation, and strengthen organisational capacities. “Sometimes, the key challenge is changing the mindset – adapting operations to the standards of large companies can be demanding, but it brings long-term benefits,” says Goračinov.
In the coming period, SME HUB will continue to expand its network of supported small and medium-sized enterprises, focusing on sectors with the highest potential for collaboration with large companies, such as the food and chemical industries, metal processing, and
plastic processing, among others. Aleksandar Goračinov also highlights a unique aspect of the SME HUB initiative—the call for applications for grant funding is permanently open. “An open call means that businesses can apply whenever they are ready and when they identify the need for support,” Goračinov explains.
After a year of operation, the results are already visible, and the number of domestic companies entering the programme continues to grow. In the latest cycle, five new companies have begun their business transformation process, bringing the total to 14 small and medium-sized enterprises that have either completed or just started the programme. The latest participants include companies from the cosmetics industry, food production, aluminium and PVC joinery, roller shutter manufacturing, and IT sales. “Their connection with large companies opens up new markets and enables the development of innovative products,” he notes.
The total value of support for these new companies exceeds 600,000 Swiss francs and includes a range of services to assist in their business transformation, such as management, finance, ERP, legal, and HR services. After implementing the support, they are expected to achieve significant revenue growth, with estimates suggesting an increase of more than 35% in the coming period.
“These results confirm the importance of the SME HUB initiative as a key mechanism for enhancing the capacities of small and medium-sized enterprises and integrating them into the value chains of large companies,” Goračinov concludes.
SME HUB is a public-private partnership initiative of the Swiss Agency for Development and Cooperation (SDC) and the Serbian company ICT HUB, providing support to domestic businesses in strengthening their organisational capacities and competitiveness.
From Challenges to Growth in Swiss-Serbian Trade
How trade agreements, innovation, and sustainability are shaping the next phase of economic cooperation
DRAGICA TOMČIĆ
Economic Affairs Officer at the Swiss Embassy in Serbia
Over three decades, Dragica Tomčić, Senior Economic Affairs Officer at the Swiss Embassy in Serbia, has witnessed the transformation of Swiss-Serbian economic relations. From early challenges to strong trade and investment ties, she reflects on key milestones, Swiss business adaptability, and future opportunities in sectors like innovation, sustainability, and technology.
Over your 30 years of service, how would you describe the evolution of economic relations between Switzerland and Serbia?
from a phase of uncertainty and minimal engagement to one of robust and growing cooperation. In the early years, due to the regional
SWITZERLAND AND SERBIA MOVED FROM UNCERTAINTY TO STRONG ECONOMIC COOPERATION
Over the past three decades, the economic relationship between Switzerland and Serbia has transformed significantly, evolving
conflicts, political instability, and the imposition of sanctions, the economic ties were limited. However, Switzerland’s consistent
support for Serbia during this time, particularly through humanitarian aid and development programs, laid the foundation for future growth. The most defining moments of this relationship have been the signing of the EFTA Free Trade Agreement in 2009, which drastically reduced trade barriers and spurred the flow of goods between the two countries, and the establishment of the SwissSerbian Chamber of Commerce in 2014, which further promoted business networking, market access, and mutual collaboration. These initiatives, alongside the
unwavering commitment from both governments to foster deeper economic ties, have led to significant achievements in trade, investment, and institutional cooperation. Today, Switzerland is one of Serbia’s most important economic partners.
Reflecting on your early years at the Embassy, what were some of the major challenges and opportunities in establishing economic ties with Serbia?
The initial years were fraught with challenges that stemmed from the fallout of the Yugoslav Wars, hyperinflation, and the harsh sanctions imposed on the region, which isolated Serbia from the international community. These factors created a volatile economic environment where foreign investors were cautious about entering the Serbian market. At the same time, Serbia was undergoing a period of transition, shifting from a socialist to a market economy, and this created opportunities for engagement, though it was difficult to navigate the bureaucratic red tape, corruption, and lack of regulatory clarity. The administrative hurdles, weak institutional frameworks, and lack of trust in the system created barriers to foreign investments.
However, the democratic transition in 2000 marked a pivotal moment, enabling Serbia to initiate reforms and welcome foreign investments, particularly following
ADAPTABILITY HAS KEPT SWISS-SERBIAN ECONOMIC TIES STRONG THROUGH CHANGE
the signing of the Stabilization and Association Agreement (SAA) with the EU in 2008. Swiss businesses slowly began to take notice of Serbia’s market potential, and by the mid-2000s, they started exploring opportunities, especially in sectors like manufacturing, retail, and telecommunications.
Which key milestones or turning points do you believe have most significantly shaped the robust economic partnership we see today?
Several milestones stand out in shaping the robust economic partnership between Switzerland and Serbia. One of the most crucial
turning points was the signing of the Free Trade Agreement with EFTA in 2009. Another major milestone was the creation of the Swiss-Serbian Chamber of Commerce in 2014, which served as a bridge for Swiss businesses seeking to enter the Serbian market and for Serbian companies looking to expand to Switzerland. Additionally, Switzerland’s longstanding development aid to Serbia, which has amounted to over 440 million Swiss francs, has been instrumental in supporting
Serbia’s economic and institutional reforms, focusing on sectors such as governance, financial sector stabilization, and private sector development.
How have Swiss investors and businesses adapted to the shifting political and economic landscape in Serbia during your tenure?
Swiss investors and businesses have demonstrated remarkable adaptability to Serbia’s shifting political and economic landscape over the past three decades. In the early days of transition, Swiss companies were hesitant to invest due to the uncertainties caused by the wars, sanctions, and the initial lack of regulatory clarity. However, as Serbia’s political climate stabilized, Swiss investors began to cautiously re-enter the market, with many focusing on industries that offered long-term growth potential, such as consumer goods, construction materials, and pharmaceuticals. The Swiss government also provided important financial and advisory support to help Serbian authorities modernize the regulatory environment and streamline processes, making it easier for businesses to navigate the market. With Serbia’s gradual integration into the European Union, particularly after signing the SAA, the environment became more conducive to foreign investments, which allowed Swiss firms to expand further. Over the years, Swiss businesses, including Nestlé, Holcim, and ABB, diversified their investments to include sectors like manufacturing, IT, and sustainable energy.
What lessons learned over these three decades do you think will be crucial for guiding future collaboration between our two countries?
The collaboration between Switzerland and Serbia over the last three decades offers a wealth of lessons that will be crucial for guiding future relations. One of the most important lessons is the need for flexibility and adaptability in the face of changing political and economic conditions. Switzerland’s ability to adapt to Serbia’s evolving political climate and regional dynamics, especially during times of conflict and transition, has been crucial to maintaining a strong partnership. Another lesson is the importance of continuous investment in innovation and technology transfer. Switzerland’s strong, innovation-driven economy has been a valuable resource for Serbia, especially in sectors like clean energy, IT, and engineering. Moving
SWISS INVESTMENTS HAVE PLAYED A KEY ROLE IN SERBIA’S ECONOMIC TRANSITION AND GROWTH
forward, both countries can benefit from focusing on deepening innovation partnerships and fostering the development of Serbia’s tech ecosystems. Sustainability is also a key area of focus. Switzerland’s expertise in clean energy solutions and environmental management has helped guide Serbia’s green transition, and both countries can continue to collaborate on renewable energy infrastructure, smart cities, and green technologies. Furthermore, strengthening human capital development, skillbuilding, and institutional capacity will be essential for long-term success. Future cooperation should prioritise these areas, ensuring that both countries remain resilient and competitive on the global stage.
Which sectors do you see as most promising for future growth in bilateral trade and investment, and how might these opportunities be best leveraged?
The future growth of bilateral trade and investment between Switzerland and Serbia holds enormous potential in several strategic sectors. Technology and innovation, particularly in AI, fintech, biotech, and automation, are key areas for future expansion, leveraging Serbia’s rapidly growing IT sector and Swiss expertise in precision industries. Renewable energy is another sector that holds immense promise, with opportunities for Swiss companies to invest in Serbia’s
solar, wind, and hydropower projects. The green energy sector, in particular, offers a huge potential for collaboration between the two countries. Additionally, Serbia’s skilled labor force and favorable trade agreements make it an attractive location for Swiss companies to set up production facilities, particularly in hightech industries. Startups and innovation hubs present an exciting opportunity for joint research and development (R&D) projects between Swiss and Serbian universities, which can lead to groundbreaking innovations. Furthermore, the Swiss-Serbian Chamber of Commerce can play a vital role in strengthening business networks and facilitating matchmaking events, trade delegations, and investment forums that attract more Swiss SMEs to Serbia. These sectors, along with the continued focus on innovation and sustainable growth, will be crucial for the future of the bilateral economic relationship.
Shaping Careers with Innovation
Promoting Innovative c areer Guidance in serbia: s wiss E2E Project Integrates new Technologies
Serbia, on its path to embracing democratic values and achieving economic growth, has received consistent support from the Swiss Government. Among its impactful initiatives is the “Education to Employment” (E2E) project, which enhances employment by integrating Swiss expertise into local innovations and communities.
In an era where technological advancements are rapidly reshaping the job market, effective career guidance has become paramount. E2E exemplifies a forward-thinking approach, notably by introducing, for example, online-based competence assessments and VR technology in its Job Info Centers. As a twelve-year partnership between the Swiss and Serbian governments, the project aligns education with market demands through 11 Job Info Centers across 15 regions. These Career Guidance hubs, similar to the BIZ in Switzerland, provide tailored career counselling services to Serbian youth.
THE
VR EXPERIENCE HELPED ME UNDERSTAND THE JOB AND MAKE AN INFORMED CAREER CHOICE
Drawing from Switzerland’s rich legacy in vocational education and leveraging innovative digital career tools and interest and competence assessments, a specialised career guidance service methodology has been developed as a training program for career practitioners. Career professionals offer individual and group counselling, as well as information and support in career planning, and adapt methods to engage Serbian youth. A key innovation is the use of VR technology to provide immersive, hands-on experiences in various professions. Young individuals can virtually experience different professions before making career decisions, bridging the gap between theory and practice.
The impact is impressive: over 38,000 young people have benefited from career guidance services, with many securing employment after on-the-job training in companies. One participant shared, “The VR experience helped me understand the job and make an informed career choice.”
Merging Swiss vocational guidance principles with cutting-edge technologies and motivated and competent career practitioners demonstrates a holistic approach to career counselling. By speaking the language of today’s youth and providing them with tangible tools to explore their futures, Serbia, through E2E, is setting a precedent in preparing its younger generations for the evolving demands of the global job market.
Advancing Sustainable Trade
ccIs and sIPP o Launch Initiative to Boost Export c ompetitiveness
The Chamber of Commerce and Industry of Serbia (CCIS), in cooperation with the Swiss Import Promotion Programme (SIPPO), is organising a business event to mark the launch of the Sustainable Export Initiative. This initiative aims to enhance the competitiveness of the domestic economy in international markets by implementing sustainable business principles.
The activities within the Initiative align with the United Nations Sustainable Development Goals (UN SDGs) and are directly focused on strengthening the economy’s capacity to understand and apply the requirements of the indicators defined by the 17 goals of the 2030 Agenda. Specifically, it integrates environmental protection, social responsibility, and good governance (ESG dimensions) to encourage businesses to incorporate these principles into their operations. By doing so, companies can gain a competitive edge in the market, enhance their integration into international supply chains and explore export opportunities.
The central topic of the Initiative’s presentation will be the Sustainability Readiness Assessment Tool, designed to help companies evaluate their preparedness for sustainable business practices. Alongside representatives of the SIPPO project, the event will also feature
the National Project Manager of the International Trade Centre. Additionally, a SIPPO consultant will deliver a presentation on Sustainable Marketing and Sales Strategies in International Markets.
The business event took place in late March at the Regional Chamber of Commerce of the South Bačka Administrative District in Novi Sad. More details about this event will be featured in our upcoming editions.
ABOUT SIPPO
The Swiss Import Promotion Programme (SIPPO) operates under the mandate of the Swiss State Secretariat for Economic Affairs (SECO) as part of Switzerland’s economic development cooperation efforts.
SIPPO’s mission is to facilitate the integration of developing and emerging economies into global trade. While export companies in SIPPO partner countries often have high-quality products for international markets, they face challenges in connecting with potential buyers. At the same time, importers in target markets seek reliable suppliers but encounter difficulties in sourcing them abroad.
To bridge this gap, SIPPO focuses on supporting the last mile of the supply chain, helping exporters and importers connect. The programme works through Business Support Organisations (BSOs), which serve as key intermediaries in facilitating market access and boosting exports to Switzerland, the EU, and regional markets.
SIPPO exclusively supports BSOs in its partner countries— whether public or private entities
such as trade promotion organisations, export boards, sector associations, and chambers of commerce—by strengthening their capacity to assist export-ready companies.
Through local SIPPO teams and a network of international and national experts, the programme enhances the performance of selected BSOs in two key areas: Enhancing trade promotion activities – strengthening BSOs’ capabilities in market research, trade fair participation, selling and buyer missions, and study tours.
Supporting organisational development – assisting BSOs in strategic planning, positioning, project cycle management, knowledge sharing, and continuous learning.
SIPPO operates in 11 partner countries and covers six key sectors: fish and seafood, Processed Foods, Natural Ingredients, Technical Wood, Value-Added Textiles, and Sustainable Tourism. Implemented by Swisscontact in 2017 in partnership with BHP Brugger and Partners and Helvetas Swiss Intercooperation, SIPPO is currently in its second phase (2021-2025).
Photo: Shutterstock
SANJA PEŠIĆ Chief Executive Officer
As we move well into the first quarter of the 21st century, some companies continue to withstand the test of time through decades, wars, and global crises.
Our parent company, the Swiss based APG SGA, is marking 125 years of successful operations this year and celebrating the story of the billboard as a timeless and trusted medium.
Founded back in 1900 in Geneva, the company was listed on the stock exchange as early as 1904 and has remained the market leader in Switzerland ever since. With over 500 employees, it operates in 17 cities, maintaining a network of both traditional and modern outdoor advertising media. At the same time, while Serbia is out on the streets, the Serbian company Alma Quattro, which is 100% owned by APG SGA, marks 31 years of existence and operations, and can proudly state that it has been and remains the market leader in Serbia. Since its founding in 1994, Alma Quattro has made an exceptional contribution to the development of a new communication channel media and as a pioneer, has consistently stayed one step ahead of the market. Both APG SGA and Alma Quattro operate across more than 150,000 advertising sites, providing media support to both international and domestic clients and brands enabling them in achieving their advertising goals. From the very beginning to the present day, Alma Quattro has facilitated thousands of business arrangements, established hundreds of millions of contacts, and through its advertising media network, has launched numerous businesses, products, and services. Today more than ever, our company encompasses everything that defines the global Out-OfHome industry.
Timeless Media for a Changing World
How APG sGA and Alma Quattro continue to connect brands with millions every day
ALMA QUATTRO HAS MADE AN EXCEPTIONAL CONTRIBUTION TO THE DEVELOPMENT OF A NEW COMMUNICATION CHANNEL AND, AS A PIONEER, HAS CONSISTENTLY STAYED ONE STEP AHEAD OF THE REST
With the network of over 800 public transportation bus shelters that serve as a public asset to citizens of Belgrade and with more than 1,700 citylight panels we are delivering advertisers’ messages across the whole city. The bus shelter network
Photos:
Alma Quattro
is produced, installed, and maintained by Alma Quattro at its own expense as part of a Public-Private Partnership with the City of Belgrade. With this arrangment, the city of Belgrade secures long-term budget savings, thanks to Alma Quattro’s
full financial and logistical support in maintaining this vital component of the public transport infrastructure. The portfolio of APG SGA and Alma Quattro includes a vast array of media types, such as classic billboards, illuminated billboards, LED and
LCD screens, city light panels, as well as large formats like bigboards. All of these advertising media are available to advertisers and are positioned along key traffic routes across the city including pedestrian zones, forming an extensive and
well-distributed network. With over 70,000 square metres of advertising surfaces covered by Alma Quattro in Serbia, we represent an immense media resource and a powerful platform tailored to both small and large advertisers.