Svetoslav Atanasov talks for Nedeljnik

When it presented its first local Sustainability Report nine years ago, Coca-Cola HBC Serbia changed understanding of and reporting about sustainability in the entire market. Today, after the recent presentation of the 9th Sustainability Report, Svetoslav Atanasov, General Manager of Coca-Cola HBC Serbia and Montenegro, says that there is no plan B for sustainability, because it is the only right way of doing business in these challenging times. 

What does sustainability mean for you – just a nice story or an essential change of operating?

If it were just a nice story, then I would have to say that such a story comes at a high price – both financially and the price of total transformation of business processes and work methods. Sustainability is the word for a joint fight for survival of the planet. 

I am proud that Coca-Cola HBC Serbia has the reputation of an initiator in the local market when it comes to business sustainability and that we generate development of sustainable practice with our experience. 

Naturally, I am aware of the fact that there are those who will not believe, who will say that corporations cannot speak about sustainability in a credible manner. Therefore, my answer is this: Yes, every business comes with a specific impact on people and the planet. And yes, aware of that impact, our generation is finally addressing this issue, talks about it transparently and is ready to assume responsibility for the future. 

One of the ways you address that impact related to climate change is the pledge that the Coca-Cola HBC Group will reach net zero GHG emission across the entire value chain by 2040. Can the company achieve that alone? 

We can achieve a lot, but not alone. Partnerships are crucial, especially bearing in mind that a high rate of our emissions is generated indirectly, in our value chain (customers, suppliers, etc.). We still have 18 years to do it, and I believe it is enough time to keep this promise to nature. 

We have already accomplished a lot. For two years now, Coca-Cola HBC Serbia has been using 100% power from renewable sources in its bottling plants in Zemun and Surdulica, and, as of recently, it is also the case with our newly opened bottling plant in Neresnica, where we produce Rosa Homolje sparkling water. The Bambi plant, which is a member of our family, has also switched to renewable sources. 

Since 2007 until last year, we reduced total power consumption per litre of produced drink by up to 56% and water consumption by 53.45%. We are also changing the vehicle fleet, introducing a green fleet of cars with a less negative impact on climate. Furthermore, we are switching to more energy efficient coolers. 

Each of these activities represents a small contribution to a better future, but we must not forget that FUTURE IS A SHARED RESPONSIBILITY, which is the key message of our new Sustainability Report. Everyone has to do their part. 

As a company, you are always focused on growth and maintenance of the leadership position. How to find balance between the need for business to grow and the need for sustainability? 

By integrating those two needs. The way I see it, we should consider new ways of doing business, with innovation as the answer. We are investing in new categories, more eco-friendly packaging, and digitalisation, as well as in new products, flavours with fewer or no calories, smaller portions. All this is changing us, confirming that we can simultaneously create new values for our consumers and customers, shareholders, as well as for our planet. 

Global recession, crisis in Ukraine, supply issues, pandemic. How to move on?

Through stronger connection with our people, their empowerment and appreciation. 

We are expanding the network of partners in order to be even better and more sustainable, and thus we are the first company in Serbia that has established the ESG Advisory Board, our important advisors for developing sustainable policies. 

More than a thousand of our employees, 35,000+ buyers, as well as millions of consumers expect from us not only the best product, but also to be a pioneer of change. The old Native American proverb says: “We do not inherit the Earth from our ancestors - we borrow it from our children.” And that is true. We operate knowing that there is no plan B for sustainability.