NALED Marks 20 Years of Driving Reforms at the White Palace
NALED celebrated two decades of dedication to reforms, improving the business environment, and supporting Serbia’s economic development on its European path at its traditional September Gathering held at the White Palace. The event brought together more than 1,000 partners, members, and friends from government institutions, businesses, local governments, the international community, diplomatic corps, academia, and civil society.
This year’s gathering was marked by the color white, symbolizing the unity that ties together all the colors of NALED’s anniversary and the alliances built over two decades by the organization’s members, partners, and friends.
As every year, the Royal Family opened the doors of their home for NALED’s September Gathering. Although unable to attend in person this time, Crown Prince Alexander Karađorđević sent a congratulatory letter marking the anniversary and celebrating NALED’s twenty years of work.
“Anniversaries like this are important because they provide an opportunity to reflect on what has been achieved and what should be prioritized in the future. No society can progress and develop without a strong economy. Creating better business conditions and strengthening the free market are of great importance for our country and the world. Simpler procedures, a better business environment, and expert support all contribute to a stronger national economy. Above all, however, cooperation is essential. That is why NALED’s work is so important for Serbia, as it provides a framework in which companies and individuals can collaborate, exchange knowledge and experience, and ultimately improve the working and living conditions of Serbia’s citizens,” Karađorđević stated in the letter that officially opened the September Gathering.
NALED Executive Director Violeta Jovanović emphasized that from the very beginning, NALED aspired to be different, not only identifying problems but also offering solutions.
“We started in 2006 convinced that the government, businesses, and local governments could sit at the same table and drive change together. Our ambition was not merely to analyze society, but to become an active part of it and a platform through which different interests could be translated into shared results. Two decades later, we are proud that this ambitious idea has grown into a community of more than 300 members, 100 employees, and hundreds of partners who have woven their knowledge, energy, and trust into NALED,” said Jovanović.
NALED shared this milestone with the event’s General Sponsor, Merck, a leading global science and technology company that is also celebrating 20 years of operations in Serbia, as well as more than 350 years of courage and dedication to innovations that improve lives around the world.
Representing Merck, guests were addressed by Dimitrios Georgiopulos, Senior Vice President and Head of the Wider Europe Region covering 27 countries, and Ina Bulat, Managing Director for Southeast Europe.
“Our partnership with NALED reflects our commitment to this type of cooperation, with the goal of further improving treatment outcomes, building strong partnerships, and ultimately growing responsibly across the region,” said Georgiopulos, while Bulat affirmed that Merck and NALED share the same belief in the power of cooperation, dialogue, and innovation.
“For Merck, these 20 years represent an important chapter in our story, but also an incentive to continue being a partner to society,” Bulat concluded.
Aleksandar Pajić, Mayor of Šabac and President of NALED’s BFC Club of Cities and Municipalities with a Favorable Business Environment, addressed attendees on behalf of local governments within NALED’s membership.
“I am pleased that Šabac is tonight’s host city and that you will have the opportunity to experience a part of our city’s spirit through our presentation at the White Palace. I am also proud to say that the Financial Times ranked Šabac among the top ten European cities with the best foreign direct investment attraction strategy. I am confident that new ideas, and perhaps even new investments, will emerge from this gathering,” Pajić emphasized.
Two Decades of Achievements Celebrated with an Anniversary Toast
A special moment of the evening was dedicated to NALED’s anniversary members and distinguished representatives of its governing bodies, whose leadership has shaped the organization over the past twenty years.
The stage first welcomed members who have been with NALED since its inception: Deloitte, Microsoft, Moravacem, and Telekom Srbija, the cities of Pirot, Vranje, and Leskovac, and the associations Smart Kolektiv and Ethno Network (Etno mreža). They were joined by former and current leaders of the Board of Directors: Ana Brnabić, Vladimir Čupić, and Vladislav Cvetković.
A brief toast was delivered by Vladislav Cvetković, President of the NALED Board of Directors.
“Tonight, we celebrate 20 years of ideas, cooperation, and achievements that would not have been possible without all the people who have been part of this journey. Throughout this time, we have been guided by the same vision of a society based on knowledge and European values, where efficient institutions, a competitive economy, and engaged citizens work together to build a better future for all,” said Cvetković.
Guests then enjoyed a performance by the Novi Sad Big Band, conducted by Fedor Vrtačnik. The ensemble opened the evening with Aquarius from the musical Hair, during which lead vocalist Bojana Stamenov welcomed and greeted Hollywood actor John Savage, who played the title role in the original production.
2026 Outstanding Member Awards Presented
The evening concluded with the presentation of NALED’s annual Outstanding Member Awards, recognizing individuals who made the greatest contribution to the organization’s work and achievements during the previous year, as selected by the Board of Directors.
The title of Business Leader was awarded to Dragan Penezić of BAT. The award was accepted on his behalf by Tanja Jovanović and presented by NALED Board President Vladislav Cvetković.
In the Local Leader category, the award went to Boban Đurović, President of the Municipality of Vrnjačka Banja. The award was presented by Nikola Vuletić, President of the NALED Supervisory Board and Chairman of the Executive Board of UniCredit Bank.
The title of Cooperation Leader was awarded to Snežana Sofijanić of Visa, who received the award, accompanied by a bouquet of flowers, from Vladislav Cvetković.
Flavors of Serbia Bringing Together Tradition and Gastronomy
Following the official opening, guests enjoyed a tasting of Flavors of Serbia, featuring authentic food and beverages prepared in cooperation with local governments from across the country.
This year, attendees sampled more than 20 dishes and specialties from Požarevac, Ćuprija, Mionica, Pirot, Raška, Smederevska Palanka, Veliko Gradište, and Vrnjačka Banja.
The evening’s wine selection was provided by Enetel Solutions, the Faculty of Agriculture of the University of Novi Sad, the Municipality of Smederevska Palanka, and Metro Cash & Carry, while the Ornament brand supplied the evening’s liqueurs and rakija. Enetel Solutions also served as this year’s Flavors of Serbia partner.
Sponsors, Partners, and Friends of the Gathering
In addition to General Sponsor Merck, the event was supported by traditional sponsors Coca-Cola HBC and UniCredit Bank.
Event partners included A1, Esotron, Philip Morris International, Apatin Brewery, Nites, and Heliant, while the Friends category featured Lidl, Glovo, CETIN, and Star Master.
Guests were transported from the White Palace entrance in comfort thanks to Starimport and its exclusive Mercedes-Benz vehicles, while healthcare support was once again provided by the private healthcare system MediGroup. During the evening, guests could also collect discounted ride vouchers for the Yandex Go platform, as well as special Viber stickers created to commemorate NALED’s anniversary.
Photos from this year’s September Gathering are available via the event photo gallery.
