Nektar Natura, a premier European beverage provider for the hospitality industry, has achieved a new milestone by being named ITM Exporter of the Year 2024. This prestigious award highlights the company’s exceptional international reach and best practices in global business.
Your company has risen from the ashes to become a global player in over 30 countries. If you could write a letter to your past self during Nektar Natura’s toughest days, what would you say?
Our company truly rose from the ashes of the former shared, utopian Yugoslavia. It was a time of change and great crises, but out of that turmoil emerged free enterprise and new businesses led by entrepreneurs, myself included.
If I were to write a letter to my past self during those challenging times, it would go something like this:
‘Dear me, every crisis is a consequence of excessive belief in the system’s ability to absorb challenges and often stems from unrealistic expectations. Be wise and rational in your decisions before a crisis, and use every crisis as a catapult to accelerate your growth. Crises are moments when partners are more open to change, offering a unique opportunity for businesses to demonstrate energy, understanding of market needs, and their own capacity to innovate and adapt.’
It’s also important to highlight that Nektar Natura is a development-oriented company in the field of fruit-based ingredients. We are expanding our reach into various beverage segments, including the ice cream, dairy, and dietary supplement industries, alongside our strong presence in the HoReCa market. This broad scope of innovation drives our growth and resilience.
Running a business in the HoReCa sector requires constant innovation. What’s the most unusual or exciting request you’ve received from a client, and how did your team tackle it?
The HoReCa sector is B2B, which means our customers are professionals who know their business exceptionally well. This makes our approach different from selling to end consumers in retail.
One of the most interesting requests came from a high-altitude hotel that wanted to serve drinks outdoors on its terrace. Ensuring juices could flow without freezing in temperatures below -15°C was a unique challenge for us. Our team tackled it successfully, enabling the hotel to host outdoor parties seamlessly.
Another exciting challenge was developing a line of mocktail beverages for our Arab customers. The successful creation, launch, and ongoing sales of this product line highlight Nektar Natura’s innovative capabilities.
Sailing trips with your team sound adventurous! If you could compare leading a company to navigating a sailboat, what parallels would you draw between the two experiences?
Running a company is a lot like navigating a sailboat. You need to keep an eye on the wind—external circumstances—and adjust your sails accordingly. Leadership is about setting the right course, staying calm during storms, and ensuring every team member is aligned and working together.
Partnerships, much like marriage, rely on unwavering loyalty to shared goals and a mutual understanding that Nektar Natura is greater than any individual
Sometimes, the journey is smooth, and you can enjoy the ride, but often, unexpected waves test your skills and resilience. Like in sailing, in business, preparation, teamwork, and adaptability are key to staying afloat and reaching your destination.
Everyone has their own rituals or quirks. What’s one non-negotiable part of your daily routine that keeps you grounded or inspired as a leader?
My morning ritual is simple yet vital. I start the day by reflecting on the key tasks ahead and writing them down. I then spend time considering how we can improve the customer experience—whether through better communication or developing new solutions.
As the CEO, I focus on leading the company strategically while leaving operational leadership to our exceptional team. My primary roles include driving innovation, overseeing corporate governance, and mentoring within the organisation. These practices keep me grounded and focused on our long-term vision.
As a company built on partnership, what’s the most memorable or unexpected lesson you’ve learned from a business partner that changed your perspective?
Partnerships, much like marriage, rely on unwavering loyalty to shared goals and a mutual understanding that Nektar Natura is greater than any individual. When we reach this mindset, we eliminate weaknesses.
The company was founded to make us all as economically successful and independent as possible. This independence enables us to develop ourselves, our colleagues, society, and the environment.
The greatest lessons often come during times of success, not crises. I firmly believe that partnerships thrive on mutual humility and a service attitude. At Nektar Natura, we say, ‘Nektar Natura is no good place for egos.’ This belief fosters a culture where everyone collaborates with respect and a shared sense of purpose.
