Beohemija is a key acquisition for CE IndustriesIt’s already bearing fruit

As a long-standing member CE Industries’ top management, he took on the responsibility of expanding into the Serbian market in the previously unexplored fast-moving consumer goods (FMCG) segment. We spoke with Roman Kratochvíl, CEO of Beohemija, a traditional Serbian manufacturer of detergents, about the significance and benefits of this acquisition - CE Industries' very first in the FMCG sector - and the strategic importance of the Serbian market in the group's future plans.

CE Industries has achieved significant success in the Central European and Balkan regions in a short time. What do you think contributed most to this success?

Churchill once said that the secret to success in life is not doing what you love but loving what you do. It turns out that the policy of the CE Industries group fully aligns with this quote. Priority is given to teamwork, efficient management and providing space for young people to bring their energy, ideas and professional identity. Naturally, this inspiration has been shared by the first among equals, Mr. Jaroslav Strnad, a leader who gained his previous experience building the Czechoslovak Group empire. Even though this is a different industry, Mr. Strnad had the vision, plan, and strategy to develop CE Industries across the Central and Eastern European regions.

Is luck also an important factor in your success?

Some may argue that luck is an important factor that can significantly influence the outcome at critical moments, but I would rather emphasize courage and continuous work, which lend credibility and recognition to both the leader and the entire team. This is evident in the cases of Beohemija or Đuro Đaković, which represent key acquisitions for CE Industries.

Serbia is key to Western Balkans

You mentioned the importance of Serbia as a strategic market for CE Industries. What makes its position strategic?

Serbia is internationally recognized as a Western Balkan country with special importance for regional cooperation and further progress.

Given that one of CE Industries' core businesses is the repair and assembly of freight wagons, investments in railways as an environmentally friendly mode of transport are essential. This ensures that all wagons passing through or stopping in Serbia are properly maintained. It is worth noting that Serbia currently lacks sufficient capacities with European certifications.

There are plans to establish a repair centre where CE Industries can provide local services at a European level. Recently, a roundtable in Belgrade brought together major Czech and Serbian companies with key state officials, demonstrating openness to showcasing the work of successful companies like Beohemija and exploring additional collaboration opportunities. I am confident that new agreements will be reached in the near future.

Your strategy emphasizes sustainability, innovation and collaboration with leading suppliers. How do these principles influence the development of your products and brands?

Like every major group, CE Industries has developed a circular economy and ESG strategy. A pioneer within the group is Đuro Đaković from Croatia, which actively reports on greenhouse gas emissions from production processes. Our Slovak company Zberné suroviny Žilina leads in waste recycling. Beohemija, as a leader in the detergent industry, is actively developing products using sustainable raw materials, recyclable packaging, and energy-efficient technological processes.

In the final stages of development are compact detergents for cold and quick laundry washing, as well as fast-dissolving dishwasher tablets. These innovations will be presented next year through the relaunch of the SPIN brand, as well as our Duel and ultra-premium Deus brands.

Beohemija company campus in Zrenjanin, Serbia

Beohemija is a crown jewel of CE Industries

You described 2023 as a year of courage, change and long-term goal setting for Beohemija. How is 2024 shaping up so far?

In the FMCG industry, you must be bold and recognizable in the market. People value a traditional approach, honesty, and reliability, which we offer alongside continuous product innovation and the recruitment of new consumers across Europe. Expanding distribution is crucial but also financially and marketing-wise very demanding. Every brand from Serbia faces numerous challenges, as there is no loyal consumer base and the market is highly saturated.

As the Managing Partner of CE Industries and CEO of Beohemija, I would describe 2024 as a year of fearless expansion, with 2025 poised to be a year of serious innovation across all areas. This year, Beohemija celebrates its 30th anniversary, or as I call it, "30 years of partnerships." Like any company, it has had its ups and downs, learning and growing from them, but this would not have been possible without the support of its consumers, the courage of its suppliers, and the loyalty of its distributors.

This year, Beohemija will celebrate its 30th birthday as a crown jewel of CE Industries and as one of the most successful companies in the portfolio by many measures.

Beohemija, and by extension CE Industries, is expanding into new markets, including the Czech Republic and Romania. What challenges do you anticipate, and how are you preparing for them?

Entering any market follows the principles of market launch management, including a checklist of topics, a full mix of marketing tools, trials, POSM materials, and smart ATL campaigns to ensure a successful launch. Beohemija has a specific approach, but just as no chef reveals the secret spice of their best dish, I cannot disclose the secrets behind how we win the trust and hearts of our new consumers.

We are leveraging the strength of the Duel brand and the rich experience gained over the years, along with support from local distribution and marketing partners, to establish a foothold in new export markets such as the Czech Republic. With proven authenticity and quality, balanced with affordable pricing, we believe Beohemija’s product range will stand out for its innovation, and Czech consumers will recognize the value and reliability that Duel brings to every home.

Additionally, I’d like to highlight the bilateral support we receive in promoting CE Industries' products and innovations. I am particularly grateful for the activities organized by the Czech Embassy in Belgrade and the economic department, which have facilitated the promotion of our products' quality and organized necessary B2B meetings to foster continuous cooperation in multiple directions.

Roman Kratochvíl was interviewed by Jana Jenšíková and Daniel Libertin

Photo credits: CE Industries