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NEW TECHNOLOGY AND TRADITIONAL VALUES Our tradition obliges us to continue to deliver quality, first and foremost, in every segment of our business, both to our consumers and employees, which means that we, as a company, must adapt to the time and environment in which we operate
SANJIN LAGANIN Managing Director of Dr. Oetker Serbia
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Focus
GERMANY 2022
n his interview for Diplomacy&Commerce, Managing Director of Dr. Oetker Serbia, Sanjin Laganin, talks about the secret behind the quality of Dr. Oetker’s products, environmental protection, changes in the company and future plans.
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Dr. Oetker is synonymous with quality in its business segment. Housewives (and househusbands) usually opt for Dr. Oetker’s products, especially when making a good cake or a nice dish is very important to them. What is the secret behind Dr.Oetker’s products? — Speaking from my personal experience, I would say that the secret primarily lies in the fact that Dr. Oetker is strongly resolved to do everything that can be done in the process of creating a product to meet the needs of each consumer. The company's founder, Au-
gust Oetker, developed the company’s first product - baking powder - in 1891. His intention was to put in a sachet the measured amount of baking powder which, when mixed with 500 grams of flour and other ingredients, would make a cake. This means that Dr. Oetker puts consumers at the heart of its business.
Dr. Oetker Serbia has been operating successfully for many years in Serbia and the region, and our results confirm this Dr. Oetker's participation in the Everyone Strives for Balance (Teži ravnoteži) campaign, which was dedicated to disease prevention with the help of a balanced diet and physical activity, was quite noticed. Also, Dr. Oetker Company has provided assistance for children and young people without
parental care. How important is it for Dr. Oetker to take part in activities and campaigns in the environment in which it operates, which focus on social, sports, health and other topics of interest to society? — Our global strategy focuses on caring for the environment in which we operate, our employees and the sustainability of our business. In that sense, the cooperation with SOS Children's Village has lasted for decades, and a few years ago, in addition to financial support, we started socializing with the orphaned children from the Village once a year because we wanted to dedicate time to them and raise awareness of our values through activities related to sports and environmental protection. This year, we went a step further and launched the If the Morning Shows the Day (Po Jutru se Dan Poznaje) in the business community during which we have been allocating funds for the education of the members of the Youth Community, the largest group in the Village that consists of teenagers. The main idea is to em-
