Roman Kratochvíl: We build on global vision and local strengthOn people who create value

We speak with Roman Kratochvíl, Managing Partner at CE Industries and CEO of Beohemija, on the Group’s development vision, the transformation of its business in Serbia, the new Kaumy SEE distribution platform and Serbia’s role within the broader CE Industries industrial ecosystem.

CE Industries operates across a wide range of industries and markets today. What connects such a diverse business system?

First and foremost, a shared business philosophy. Together with the owner of CE Industries, Mr Jaroslav Strnad, I share the conviction that serious businesses must be built with a long-term perspective. We do not view companies as short-term financial investments, but as systems that need to be developed, modernised and made increasingly competitive.

Our principle is simple – we think globally, while creating value locally. A company must respect the market in which it operates, while at the same time maintaining standards and ambitions that extend far beyond the boundaries of any single market.

How important has Serbia been within that strategy?

Far more than simply being a single investment. Serbia has a strong industrial tradition, talented people and a geographical position that gives it significant long-term development potential. When we first looked at Beohemija, a traditional Serbian manufacturer of cleaning products, we saw strong brands and a solid manufacturing base, but we also saw the opportunity to transform a successful local company into a modern, integrated business system.

We never wanted simply to “copy and paste” Czech business culture and into the Serbian environment. Our objective was to combine the best of both – Czech discipline, systematic thinking and long-term planning with the energy, flexibility and entrepreneurial spirit of people in Serbia. I believe that this combination has become one of the most important foundations of our success.

Beohemija has effectively doubled its business since joining CE Industries. What was decisive in driving such a transformation?

There was no single major decision. It was a series of consistent decisions. We invested in production, automation and digitalisation, but equally in the organisation, our people and the way decisions are made. In the most recent investment cycle alone, we invested more than EUR 2.1 million in our Zrenjanin plant.

We also changed the company’s operating philosophy. We introduced the principle of “Sell or Support the Sales.” Everyone in the organisation needs to understand how their work contributes to the customer, the market and the business result. Today, we have a significantly more integrated organisation – from manufacturing and supply chain, through sales and marketing, to finance, digital systems and data management. And that system continues to evolve.

Connecting sales, logistics, data and market analysis

Kaumy SEE, the new distribution platform, is one of your most important recent projects. What do you want to change through it?

We established the Kaumy SEE distribution platform because we wanted to create a much more direct relationship with the Serbian market. It is not merely a distribution company, but an integrated system combining sales, logistics, data and market analysis.

We are particularly proud of the people we have brought together. We deliberately attracted top FMCG professionals with strong and proven market experience. They joined because they recognised the opportunity to work within a system that gives them responsibility, access to modern technology and room for continued professional development.

The digital component is equally important. We are developing Kaumy together with our partner JUSDA Europe, a member of the global Foxconn ecosystem, giving us access to advanced digital solutions, data-driven management and modern supply-chain models.

Should Kaumy SEE remain a platform exclusively for Beohemija’s brands?

No. Beohemija is the first and most important proof that our business model works, but the ambition for Kaumy SEE goes much further. We are open to new European and global manufacturers and brand owners seeking to enter the Serbian market and looking for a partner capable of offering much more than conventional distribution.

We can provide market knowledge, sales management, Key Account expertise, logistics, analytics and a complete route-to-market infrastructure. In other words, our ambition is not simply to move a product from the warehouse to the store. We want to build the brand’s market position together with its owner. That is a fundamental difference.

The Kaumy SEE distribution platform is open to new European partners and manufacturers. Together, we will build the market position of their brands.

We are also targeting rail and infrastructure

CE Industries, however, does not view Serbia exclusively through the FMCG sector. Where do you see the next major area for development?

One of the most important areas is rail and the broader logistics infrastructure. Through companies within its portfolio such as Đuro Đaković, VÍTKOVICKÉ ŽELEZNIČNÍ OPRAVNY and VÍTKOVICKÁ DOPRAVA, CE Industries has extensive expertise in freight wagon manufacturing, overhaul and maintenance, rail transport and logistics. Together with the Port of Rijeka and ports in Poland, the system already connects the Adriatic, the Baltic and Central Europe.

Serbia naturally occupies an important position within these European flows. I therefore believe there is significant potential for new partnerships, modernisation and the development of more efficient transport corridors.

Looking at the next several years, what is your ambition?

To continue growing without losing our entrepreneurial speed. We want a stronger Beohemija, new products and categories, a broader presence across international markets, Kaumy SEE positioned as one of the most advanced route-to-market platforms in Serbia and new European and global partners joining our system.

But the ambition of CE Industries extends beyond a single company or a single industry. Mr Jaroslav Strnad and I share the belief that companies must be continuously developed and strengthened – technologically, commercially and organisationally – so that they become more competitive, more resilient and better prepared for the next phase of growth. That is exactly how I see our future.

We do not simply want to grow in Serbia. Our ambition is to build scalable business models from Serbia that transform local expertise into internationally competitive value – systems capable of being replicated, expanded and generating growth across European and global markets. 

Mr. Roman Kratochvíl was interviewed by Daniel Libertin
Photo credits: CE Industries