Coca‑Cola HBC is an active member of the community in each of the 28 countries in which it operates, and Coca‑Cola HBC Serbia is no exception.

Our mission requires us to improve quality of life and invest in local communities and so we have integrated corporate responsibility and sustainability into our business. We aim to operate in a responsible way by engaging with stakeholders and communities to support their sustainable development. 

Through our core business activities - which generate income for employees, supplier payments and government taxes - our focus remains to invest in community partnerships and projects that address environmental and social issues. 

Our community investment programmes focus on four areas: water stewardship, active lifestyles, youth development and emergency relief.

Typical waterside environment in Slovakia

Water stewardship

As part of our water stewardship strategy we partner with international and national governmental and non-governmental organisations to preserve and protect important watersheds, such as the Danube and other rivers, their basins and watershed areas, including wetland habitats and biodiversity.

In 2014 we signed a seven-year partnership with WWF (World Wide Fund for Nature) for the renewal of the wetlands and the flooded areas along the Danube in six European countries (Austria, Bulgaria, Croatia, Hungary, Romania and Serbia).

Man exercising at a public exercise area

Active lifestyles

As part of our health and wellness strategy, we support initiatives across our operating region that encourage people to be more active. We’ve stepped up our efforts to achieve global objectives in this area for the Coca‑Cola system.

We partner with the Belgrade Marathon for the Coca‑Cola Fun Run, with Maturanti Maratonci for the Happy Run and Sport for All for the Coca‑Cola bicycle tour.

Youth development

Unemployment among young people remains a significant challenge in many markets. We support enterprise educational programmes and offer internships, as well as empower underprivileged young people by providing skills training and access to funding.

We organise summer internship programmes, such as Coke Summership, as well as our management trainee programme, Career from the Bottle for final year students and graduates.

Emergency relief

We have a strong relationship with national Red Cross/Red Crescent societies.

This community partnership enables us to respond rapidly to emergencies by using our logistics and delivery systems to deliver safe drinking water – for example, during the floods in the Balkans during the summer of 2014.

In addition to emergency relief, our work with national Red Cross and Red Crescent societies includes community care, health training and fundraising.

We invested over 6,000 hours in volunteer work for emergency relief in 2014 and, along with the Coca‑Cola system, provided help to affected areas in Serbia amounting to more than $1.1 million. This led to an award for corporate volunteering in 2014.

Jovana Tufegdzic, Coca-Cola HBC brand ambassador
I think I became a true Coca‑Cola Ambassador after working on my first team project, after I experienced my first Family Day and when I participated in my first volunteer action. It was then that I became immensely proud of being a member of such a large and authentic family. Jovana Tufegdzic, External Affairs Executive, Coca‑Cola HBC Serbia and Montenegro