The end of the calendar and business year is once again an occasion to talk with the leading people of the most important companies in the SEE region about the goals achieved in the previous year, the plans for 2025, as well as the “environment factor”, in which those same plans should be realized. This time the honor went to Marc Ernesto Garofani, General Director Veropoulos (Super True i Jumbo)…The interview was conducted by Nenad Danilović, editor-in-chief of Advertiser Serbia
Please rate the success of your company’s work during 2024
– The company’s work Veropoulos was successful during 2024, despite the challenges we faced in the market. This applies to both brands ie Super Vero i Jumbo.
Among the significant achievements, I would highlight the increase in income and profitability, the improvement of operational efficiency and support for local producers, along with the growth of consumer satisfaction.
Our company has achieved stable revenue growth with an increase in EBITDA, which is the result of a carefully designed strategy in the field of retail sales and efficient cost management.
We introduced new technologies and optimized processes in the supply chain, which significantly improved product availability in our stores and customer satisfaction.
We continued with the implementation of the initiative “A treasure trove of tastes from Serbia”, providing an opportunity for small producers and agricultural farms to position themselves on the market under their own brand, which further strengthened cooperation with local communities.
We focused on training and professional development of our employees, thereby contributing to their motivation and efficiency. I would especially like to highlight the advancement of key people within the organization, which is an indicator of our commitment to talent development.
We have managed to maintain a high level of customer loyalty through a quality offer, variety of products and improvement of the user experience, which was confirmed by market research and the growth of members of the Vero Club loyalty program by 23% during the previous year.
These changes and achievements are not only the results of strategic planning, but also the dedicated work of our team, which showed exceptional dedication and professionalism this year.
I believe that we have solid foundations for continued growth in the coming years, with planned innovations, continuous improvement and further development of cooperation with local communities.
How do you assess business conditions in 2024, were they better or worse compared to previous years? What is it that marked your company’s operations when it comes to external conditions, i.e. the economic, social and political environment?
– During 2024, business conditions were more favorable compared to previous years, which was clearly reflected in the results of our company. We made progress in all business segments, thanks to strategic planning, more efficient operational work and a better understanding of our customers’ needs.
One of the most important successes this year was the exceptional growth and results of our Super Vero Jumbo Novi Sad hypermarket, which exceeded all expectations and broke sales records. A similar trend was recorded in our stores in Belgrade, which also achieved significant growth in traffic and customer satisfaction, as confirmed by the research we conducted.
It is important to note that, as long as we record an increase in the number of customers, it is a clear confirmation that we are winning market shares in the true sense of the word, despite the increasingly intense competition. As the famous economist Philip Kotler said: “A company can survive without profits, but not without customers.” And we have both.
Was the year 2024 marked by any significant problems that affected the work of the entire industry in which your company operates? Do you see any positive developments when it comes to the functioning of the industry in which you do business?
– During 2024, the entire retail industry faced challenges such as inflation (lower than last year), rising operating costs, and more intense competition opening or renovating retail stores, which initiated rapid adaptability and efficiency. At the same time, there have been evident developments, especially in terms of growing consumer awareness of the quality and local origin of products. This further strengthened initiatives such as our Treasury of Tastes from Serbia. This project promotes small producers from Serbia, whether it is products made according to traditional recipes or new products, which enriches the culinary experience and demonstrates the creativity of this climate.
As someone who has known this industry for 28 years, I can say that the key to success is constant innovation, proactivity (the main recipe for setting a successful strategy), focus on customer needs and cooperation with local communities, which is exactly what set us apart in 2024 . year.
Which country in the ex-YU area do you consider the most suitable for the work of companies in the area in which you operate and why?
– I believe that Serbia is the most suitable country for the work of companies in the retail sector in the ex-YU area. The reason for this is a more stable economic environment, market size, as well as growing consumer awareness of product quality and user experience.
Also, Serbia has an increasing focus on supporting domestic producers, which opens up opportunities for cooperation and differentiation on the market. The experience of working in Montenegro, Bosnia and Herzegovina, Bulgaria and Albania showed me that Serbia provides better conditions for long-term growth and development in this industry. Also, studies confirm it. Neither Lidl nor Delhaize would do business in our country, and neither would Veropoulos if the situation at the macro-economic level was unstable.
It is obvious that the course of history is accelerating, world peace and stability are threatened, distribution and energy flows are disrupted… Please comment on these processes from the perspective of the Komanian general manager… Are you optimistic about the development of the situation in the world?
– During the last three years, geopolitical “tectonic plates” have been in a huge movement, which significantly affects global stability, energy flows and economic opportunities. As someone who has always been an avid lover of history and geopolitics, I observe these processes with deep interest.
I believe that the treatment that Serbia experienced in the past was unfair, but that the future can be different. Stability would be extremely important, not only for the economy, but also for the well-being of all citizens of this area.
Although the challenges are great, I remain moderately optimistic that opportunities for prosperity and a better future for all of us are ahead.
What are your expectations for 2025 in terms of business conditions? Do you have any significant plans, as a company, for the year 2025 that you can present to the public?
– My expectations for the year 2025 in terms of business conditions are based on the primary principle of every manager: to plan sustainable growth compared to the previous year, setting realistic but ambitious goals.
Our philosophy for 2025 is based on the idea that what we collectively believe in and direct our energy towards becomes our reality. By combining a positive approach, focused work and strategic planning, we attract success and create the foundations for even better results. The path to them leads through clearly communicated SMART goals, to each in the domain of his responsibility, and in accordance with the company’s aspirations.
Our plans include further expansion, strengthening cooperation with local manufacturers and improving the user experience through innovation and digitization, signing contracts for long-term cooperation with new local and foreign partners, with which we establish our position as a retail chain with the richest assortment.
The treasury of tastes from Serbia will certainly be full of positive surprises, and we continue to introduce products that are real representatives of different cuisines around the world. Greek products are certainly among them, with the fact that our consumers are increasingly seeing Mexican, French, Japanese, Vietnamese, Korean and other products among Super Vero shelves to satisfy their gastronomic curiosity.
What we always plan to remain the same is the uncompromising quality of the fresh categories, as it has been for years. This is why we were awarded the BestBuy award for 2023 and 2024 for the categories meat, fish and ready meals, based on consumer votes (research conducted by the international organization Icertias).
What qualities should a general manager of today have?
– As a general manager with many years of experience, I will not talk about integrity, which is implied in that position.
To be a successful manager, it is first necessary to have a good education and extensive professional knowledge of the industry in which you work. Theory without practice and practice without theory do not give good results. Also, it is necessary to have enough diverse experience, including failures. When we look at them from a distance, it is certain that we learn the most valuable lessons from failure – even though they are painful and difficult for our ego. This should be accepted, because it makes us better leaders.
Today’s manager must not have an exaggerated ego. He must accept the fact that there are people within the organization who are more expert than him and it is necessary to surround himself with individuals who are brilliant. That is the key to success.
In addition, it is extremely important to know how to set goals that are both ambitious and achievable. Such goals should be accepted by every team member thanks to your leadership and clear, explicit communication, which is imbued with empathy. When these principles are applied consistently, the results cannot be anything but excellent.
A manager is like an orchestra conductor – he must listen carefully to each musician, have a view of everything, from the greatest soloist to the entire ensemble, in order to achieve perfect harmony. The true strength of a leader lies in his ability to unite a team into a single entity that functions harmoniously and successfully. It is also necessary to have a philosophical or intellectual approach.
What is your biggest business and life goal? Do you still have your “big dreams”?
– My biggest business goal is to find a key or a miraculous algorithm that will simplify business in such a way that achieving goals becomes a formality, whereby everyone will be satisfied – from employees to customers. I am already working on this through my doctoral thesis, which I plan to devote more time to in the future.
As for life dreams, my big dream would be to play for the Serbian national team in basketball. But since that is not possible, I would like to one day be mentioned along with other exceptional leaders who have left their mark on the retail industry.
Author: Nenad Danilović
Izvor: Advertiser Serbia
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Source: www.advertiser-serbia.com
