Organized by the Topcom agency from Sarajevo, in cooperation with the Adriatic Business Academy and with the support of the Export Institute at the Economic Chamber of North Macedonia, the Regional Conference and Mini Trade Fair on Category Management was held on 29 May 2025 in Sarajevo. The event gathered more than 200 experts and professionals in the fields of retail, marketing, and category management.

The event brought together the most successful companies from the trade, production, and distribution sectors of Macedonia, Serbia, Bosnia and Herzegovina, Montenegro, and Croatia, aiming to deepen cooperation opportunities and establish new partnerships across the region.

Ahmet Egrlić, President of the Foreign Trade Chamber of Bosnia and Herzegovina, also addressed the audience, emphasizing the importance of regional cooperation and the Chamber’s commitment to supporting initiatives that foster greater economic connectivity within the region.

During the conference, participants had the opportunity to attend several educational sessions led by renowned regional experts:

·        Prof. Dr. Zoran Bogetić (Faculty of Economics – Belgrade): “Category Management – Concept, Strategy, and Organization”;

·        Saša Marjanović, M.Sc. (Omega Consulting Team): “Shopper Marketing and Sales-Boosting Techniques”;

·        Semir Dedić (Techforge Labs): “Digitalizing Communication with Consumers and Employees”;

·        Miljan Dimitrijević (Adriatic Business Academy): “Measuring Results and Key Performance Indicators (KPIs)”;

·        Dr. Marija Lovrić (Bicro BioCenter): “From Lab to Market – Product Development in the Food Industry”;

·        Saša Selaković and Vasilije Žunić (Brand Experts): “What a Brand Truly Means – The Relationship Between Private Labels and Global Brands.”

As part of the conference, a mini trade fair was also organized, providing a platform for networking, experience-sharing, and presenting companies, their products, technologies, and approaches to retail and category management.

Macedonian export-oriented companies “Vitaminka” AD Prilep and “Luthman Backlund Foods Production” DOO Bitola, representing the food sector, were among the exhibitors who showcased their products to potential partners, retail chain representatives, and distributors. Other regional brands also presented themselves, including: Smoki, Nescafe, Dolce Vita, Sante, Proteini.si, Nutrino, Grečka Slavuj, Patelina i Diblong Bingo, Violeta, Konzum, Tropik, Crvena jabuka, Đurić, Bosnalijek, Kort Marketi, Podravka, Onogošt, Planet, and Ataco.

The Export Institute, as a new instrument of the Economic Chamber of North Macedonia, aims to boost exports of Macedonian companies through educational programs, analytical tools, and export promotion activities, by identifying new markets and strengthening their presence in existing regional and traditional markets with high growth potential.