NALED Presents New Reform Agenda and Goals Through 2030

A strong and innovative economy, competitive on the EU and regional markets, is the key to improving the quality of life for Serbian citizens, it was stated at the NALED Assembly marking the association’s 20th anniversary. On this occasion, NALED presented its new Strategic Development Plan through 2030, featuring nearly 200 measures and activities aimed at supporting reforms and the growth of the domestic economy, including at least one million euros in incentives for innovation and entrepreneurship.

“Our vision is to build a responsible society based on knowledge and European values, where efficient institutions, a competitive economy, and engaged citizens contribute to sustainable development, the prosperity of local communities, and a better quality of life for all,” said Violeta Jovanović, Executive Director of NALED, expressing gratitude to all members and partners for their support.

NALED’s new strategy focuses on integrating the domestic economy into the EU market by strengthening the capacity of Serbian companies to innovate and operate in line with European standards, resulting in higher product quality, stronger environmental and labor protection, and increased exports.

“The crown of our efforts in entrepreneurship and innovation came at the end of last year when we were recognized by the European Union and became the EIT Hub for Serbia – the national contact point of the European Institute of Innovation and Technology. At the same time, with the support of the Government of Sweden, we are establishing the first ESG Hub for small and medium-sized enterprises,” added Jovanović.

Support for NALED’s vision and future work was also expressed by Andreas von Beckerath, Ambassador of the European Union to Serbia.

“We congratulate NALED on two decades of invaluable contribution to economic development. Serbia has strong macroeconomic foundations and has demonstrated resilience to global shocks, but continued growth will require a new wave of reforms focused on competitiveness, investment, and adaptability. Future development and deeper EU integration will depend on alignment with EU standards in the areas of rule of law, governance, green and digital transition, and the improvement of the business environment,” emphasized the Ambassador of the European Union to Serbia.

NALED’s further reform agenda is outlined in the Grey Book – the new 18th edition brings 100 new recommendations to the Government and institutions of Serbia aimed at reducing bureaucracy and improving business conditions. As many as 22 recommendations carry the “EU badge” due to their particular importance for Serbia’s European integration. Within the “Strong and Important” project, supported by the British Embassy, gender-sensitive recommendations have also been highlighted for the first time this year.

“We identified 10 priorities for the coming year, and through a survey our members selected adding medicines to the reimbursement list, digitalization of personal data, and the registration of legacy property records in the cadastre as the most important. Other priorities include recommendations related to taxation of lump-sum entrepreneurs, flexible and seasonal employment, eHealth records, the green fund, the deposit return system, trade, and parafiscal charges,” said Vladislav Cvetković, outgoing Chairman of the NALED Managing Board.

Speaker of the National Assembly and former Chairwoman of the NALED Managing Board, Ana Brnabić, stated that she sees the association as her home.

“From the very beginning, we were guided by the vision of creating a unique organization that would bring together businesses, the government, and civil society around common reforms. NALED has always pushed forward and never gave up even in difficult times, while its greatest value lies in remaining objective and committed to dialogue. That very energy has driven numerous changes,” concluded Brnabić.

New Managing and Supervisory Boards of NALED

The NALED Assembly, consisting of 320 members from the private, public, and civil sectors, elected a new Managing Board and Supervisory Board that will lead the alliance’s initiatives for a competitive and sustainable economy over the next four years.

In line with the structure of the association, five representatives of the business sector were elected: Saša Marković (Coca-Cola HBC), Marjana Davidović (Nestlé Adriatic), Igor Vukašinović (Apatin Brewery), Marijana Vasilescu (MediGroup), and Vladislav Cvetković (PwC Serbia); three representatives of local governments: Boban Đurović (Vrnjačka Banja), Boban Janković (Mionica), and Saša Pavlović (Požarevac); as well as one representative of civil society: Rodoljub Živadinović (Federation of Beekeeping Organizations of Serbia).

The Supervisory Board, which will oversee the legality of the association’s operations over the next four years, will consist of Nikola Vuletić (UniCredit Bank), Maja Mikić (AikBank), Nikola Dedović (Metropol Palace), Uroš Milosavljević (KPMG), and Goran Cvetanović (Leskovac). The presidencies of the Managing and Supervisory Boards, as well as the new Executive Board composition, will be announced within the next month.

NALED “Arrow” Award Presented for Contribution to Economic Development

At NALED’s 20th Annual Assembly, the traditional NALED Arrow Award was presented to representatives of the international community for their contribution to Serbia’s economic development.

The first award was presented to Ann Charlotte Malm, Head of Development Cooperation at the Embassy of the Kingdom of Sweden in Serbia, for her contribution to Serbia’s EU integration through the promotion of ESG principles, the development of a culture of dialogue, and the exchange of experience and best practices between Serbian and Swedish institutions and businesses. She advocated for corporate social responsibility, the development of regenerative agriculture, sustainable energy, and social entrepreneurship.

H.E. Edward Ferguson, British Ambassador to Serbia, received the NALED Arrow Award for his continuous support to the reform process and public-private dialogue. He made a special contribution to strengthening women’s entrepreneurship and promoting gender equality through the “Strong and Important” project. In cooperation with NALED and the Ethno Network, he also supported the preservation of Serbia’s cultural heritage and the visibility of women engaged in traditional handicrafts in rural areas.