For Coca-Cola HBC Montenegro, sustainability is not just a strategy, but a part of every business decision, partnership or move we make in the Montenegrin and other markets. We are rightly expected to be not only a business example of success, but also a responsible actor in the transformation towards a sustainable future, he said. Velimir Radojević, Director of Coca-Cola HBC Montenegro, emphasizing that such expectations open up both opportunities and obligations – to be a partner to the community, a leader of change, and a reliable ally in the green transition.
"That's why everything we do today - we do it responsibly, measurably and with long-term benefits for the entire society," he said as part of "Brand Day: Smart Brands - Sustainability as a Strategic Brand Value", organized by the Faculty of Economics in Podgorica.
Through a panel discussion on the topic "Green Identity - the Future of Brands in the Age of Sustainability", students had the opportunity to hear what sustainability actually looks like in practice.
"We were among the first to introduce bottles with non-separable caps even before it became part of the EU standard, and we also introduced KeelClip, a cardboard can holder, instead of plastic wrap on secondary packaging," Radojević points out.
Speaking about projects in the field of environmental protection, he pointed out the contribution that the company makes in Montenegro through the project "Catch the Clean Wave", which raises citizens' awareness of the importance of waste selection and actively contributes to the creation of a sustainable packaging waste management system.
"We also participated in the development of the first national Study on Packaging Waste Management, in cooperation with the Chamber of Commerce of Montenegro, which provides specific recommendations for the introduction of an extended producer responsibility scheme, which is a key step towards harmonization with EU legislation," said Radojević, noting that sustainability does not only include "green" topics.
“Sustainability is how you impact the entire community. It is important to us to have a comprehensive approach, so through the Coca-Cola Youth Support initiative, we have been empowering young generations on their career paths for nine years through important non-formal education. Over 5.000 young people have gained highly applicable practical skills since the beginning of the project, and this initiative is growing year by year.
Radojević recalled that Coca-Cola HBC Montenegro recently, for the first time in the domestic public, summarized the impact of its business on domestic conditions, through the presentation of the Study on the Socio-Economic Impact of the Coca-Cola System.
The results show that in 2022, the year covered by the Study, the contribution to the Montenegrin economy amounted to 63 million euros across the entire value chain, which is 1% of GDP. The Study also shows that in the same year, 39 million euros were paid into the state treasury, or 3% of total tax revenues, and over 2.200 jobs were supported across the entire value chain.
"In addition to contributing to the economy, the Coca-Cola system also opens up space for the expansion of local knowledge and expertise beyond the borders of Montenegro, as through this Study we have also come to the conclusion that Coca-Cola system partners from, for example, Italy, who manufacture production machinery and equipment, have used the services of Montenegrin IT companies," emphasized Radojević.
The panel "Green Identity - the Future of Brands in the Age of Sustainability" also featured speakers Nemanja Đurašković, Director of Marketing and Communications at CKB Bank, Assoc. Prof. Dr. Ana Tripković Marković, Director of the National Tourism Organization of Montenegro, and Mirjana Šarac, Executive Director of Minokids.
The students were guided through this important topic by Prof. Dr. Boban Melović, full professor and head of the Department of Management and Marketing.
As part of the Brand Day panel, a workshop was also organized for students, with the aim of inspiring and empowering them to create responsible brands of the future. Through practical work, students presented their ideas that combine sustainability, marketing, innovation and the values of the new generation of consumers.
( Coca-Cola HBC Crna Gora )
