Source: eKapija | Monday, 09.03.2020.| 11:07
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Serbia Private Label Association founded in Belgrade

Illustration (Photo: Lisa S./
The founding meeting of the Serbia Private Label Association, which brought together manufacturers of food products in Serbia and representatives of retail store chains, distributors and the Chamber of Commerce of Serbia, has taken place in Belgrade.

The Association aims to promote and support the development of private labels in Serbia, educate and animate increased involvement of producers in this segment and promote Serbia internationally as a good destination for private labels, the press release says.

The event presented an opportunity to organize a panel discussion on the potentials, the importance and the perspectives of the development of private labels in Serbia, as well as the reasons for increased inclusion of local small and medium enterprises.

– The development of a branded product is too expensive for most producers. By including private labels in our portfolio, we have created the possibility to have products put on the market without worrying about the transport, the branding or the marketing, which substantially lowers the production costs – said Marija Milosevic, the manager for exports and private labels at Yumis, one of the largest producers of private labels in Serbia.

– Private labels signify product safety and quality for consumers. Also, through private labels, traders can implement innovations more quickly than through A-category brands, meeting the consumers' needs – emphasized Zarko Malinovic, the secretary for trade at the Chamber of Commerce of Serbia.

The occasion for the gathering was also the completion of the project called “Strengthening of Capacities of Fruit and Vegetable Processors through Inclusion of Local and Foreign Retail Chains in the Private Label System”. It was realized by the Economic Expert Community Association (ENECA), with the support of the USAID's Competitive Economy Project, and is meant to strengthen the competitiveness of local food companies in this trade segment.

– The arrival of retail chains to Serbia has led to a noticeable increase in the purchase of private labels, as consumers want more innovative products and a wider range of products on offer. This is why we've founded this association as a platform connecting all the participants in this segment, thereby enabling the connection of local producers and retail chains and an increase in the sale and export of domestic products – Milivoje Jovanovic, a representative of the ENECA and one of the founders of the Serbia Private Label Association, emphasized during the panel.
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