Conquering new markets, finding buyers and potential partners, sharing experiences with top private label managers and retail chain owners, discovering new trends in the private label sector, and exploring retail potential shared by regional and global experts were just some of the objectives addressed during the regional conference titled PL (Private label) in FMCG, B2B meetings, and buyer mission: Key to Success or Survival Strategy?, held from 18 to 19 November 2024, in Belgrade, Republic of Serbia.

Organized by the Adriatic Business Academy and Global Business Connections, with support from the Economic Chamber of North Macedonia under the Private Sector Regional Integration Support Activity (PSRISA), which is implemented by the Chamber in partnership with USAID, three activities were conducted aimed at improving the export potential of domestic companies for regional market entry and their integration into value supply chains in retail.

Through showcasing their products and the potential for producing private labels, ten Macedonian export-oriented companies had the opportunity to hold meetings with 35 potential partners, including 10 regional retail chains, 15 local retail chains, and more than 10 distribution companies. Vitaminka, Makprogress, KIM, Magroni, Rudine, Bako Nuts, Gevgelija Distillery, Luthman Backlund Foods, Vivax, and Lars were among the companies that had the chance to present their products to potential buyers and meet with representatives from retail chains.

The conference covered segments of confectionery (production of canned fruits and vegetables, dairy products, water, snacks, healthy food, soft and alcoholic drinks), which encompass most segments that Macedonian exporters can market as final products under their brand, or as private labels directly to the shelves of regional and local retail chains.

Miljan Dimitrijevic, Manager of the Adriatic Business Academy, delivered the opening address at the conference, emphasizing that the constant changes in the market and the growth of the private label sector in retail served as the starting point for initiating the regional conference. He added that the event, enhanced with business meetings and a buyer’s mission, will create added value for manufacturers from the region and beyond.

Mihajlo Donev, M.Sc., Operations Manager of the Private Sector Regional Integration Support Activity (PSRISA), pointed out that the private label sector creates an exceptional opportunity for entering foreign markets and increasing the presence of Macedonian exporters in regional markets. Similar consumer habits, geographical proximity, and opportunities offered by the common regional market make market entry easier and serve as a foundation for gaining positive references and experiences. This, in turn, will enable access to new markets and the building of capacities for further development and the placement of their brands outside the region. Export diversification, both in terms of the number of products exported and the number of markets served, as well as export sophistication through the production of higher value-added products or the complexity of the production process, were highlighted as key to ensuring greater export performance both regionally and towards third markets.

In conclusion, it was noted that in recent years, intra-regional trade has made progress, but at the same time, the potential for greater participation in trade among regional countries opens up opportunities for better positioning of companies in these nearby markets. This is one of the goals of the organized meetings between producers and potential buyers for networking and reaching new deals that will contribute to greater regional cooperation.

Through the Private Sector Regional Integration Support Activity (PSRISA), the Economic Chamber is working on establishing a system for better integration of businesses into regional and global value chains and strengthening their capacity to be competitive in the Western Balkans and broader EU markets.