Nenad Đurđević, Commercial Director for Southeast Europe, Türkiye and the CIS, Ball Corporation: Building Global Value
For two decades, Ball Corporation has been expanding its manufacturing operations in Serbia, supplying around 20 international markets from its Belgrade facility. In this interview, Nenad Đurđević, Commercial Director for Southeast Europe, Türkiye and the CIS, discusses the role of the Serbian plant within Ball’s global network, as well as the company’s approach to sustainability […]
For two decades, Ball Corporation has been expanding its manufacturing operations in Serbia, supplying around 20 international markets from its Belgrade facility. In this interview, Nenad Đurđević, Commercial Director for Southeast Europe, Türkiye and the CIS, discusses the role of the Serbian plant within Ball’s global network, as well as the company’s approach to sustainability and innovationBall Corporation, one of the world’s leading manufacturers of aluminum beverage packaging, has operated in Serbia since 2005, when it established what was then the largest U. S. greenfield investment in Southeast Europe. Today, its Belgrade plant is one of the company’s key manufacturing and export hubs in Europe, employing more than 600 people and supplying customers across numerous international markets while continuing to invest in technology, innovation, and sustainability. Ball Corporation has entered its third decade of successful operations in Serbia. Looking back on more than 20 years of growth, how would you describe the role of the Belgrade plant within your global network?— We have enjoyed more than two decades of stable, long-term operations in Serbia, built on continuous investment, technological leadership, and outstanding people. Today, the Belgrade plant is one of Ball Corporation’s key manufacturing and export centers in Europe. It operates to the same highest technological standards as our more than 65 plants worldwide. Our advanced production capabilities enable us to manufacture billions of cans each year with speed, safety, and exceptional flexibility. We are especially proud of the stability of our team. Many of our employees have been with us from the very beginning, and the expertise they have developed in Belgrade is now so highly regarded that our specialists regularly support the launch of new Ball investments around the world. As Commercial Director for Southeast Europe, Türkiye and the CIS, how do you assess the competitiveness and market reach of production in Serbia? Which markets are supplied from the Belgrade plant today?— The market reach and export potential of our Serbian operation are outstanding. Today, the Belgrade plant directly supplies around 20 international markets, including Central and Eastern Europe, Southeast Europe, Türkiye, the CIS, and the broader European market. More than half of our total production is exported, making us one of Serbia’s largest industrial exporters. This clearly demonstrates that products manufactured in Serbia meet the highest global standards of quality, safety, and sustainability. At the same time, we continue to expand our network of local suppliers, strengthening the domestic economy and building a robust manufacturing ecosystem around our plant. Demand for aluminum packaging continues to grow, while the industry is rapidly adapting to the EU’s new Packaging and Packaging Waste Regulation (PPWR). Why is the aluminum can the right choice for customers and the market in this context?— Aluminum offers ready-made solutions to the challenges posed by the PPWR. The aluminum beverage can is a champion of the circular economy through the “can-to-can” model, where a used can can return to store shelves as a new one in just 60 days with virtually no loss of quality. Remarkably, around 75% of all aluminum ever produced is still in use today. More than half of the Belgrade plant’s production is exported, demonstrating that products made in Serbia meet the highest global standards of quality, safety, and sustainabilityFrom an economic standpoint, aluminum retains significant value as recyclable material, while recycling it requires up to 95% less energy than primary production. In light of eco-modulation and the new regulatory framework, materials that are easier to recycle generate direct financial savings and greater value, making the aluminum can the smartest and most future-proof choice for our customers. In today’s highly competitive marketplace, purchasing decisions are made in seconds. How does Ball help brands stand out on the shelf through printing innovations such as Dynamark™ Advanced Pro?— Innovation and premium design are essential tools for market differentiation. Our portfolio ranges from standard formats to highly innovative packaging solutions. Dynamark™ Advanced Pro gives brands exceptional creative freedom by enabling multiple graphic designs within a single production run, making it ideal for personalized campaigns. The technology reflects Ball’s commitment to understanding consumer behavior and responding to changing market demands. Consumers make purchase decisions in less than six seconds, and around 80% of those decisions are influenced by shelf appearance. Dynamark™ Advanced Pro is a powerful tool for brands seeking to capture consumers’ attention by combining aesthetics with functionality, fully aligned with Ball’s commitment to excellence. It enables companies to push creative boundaries through multiple frames, graphic elements, colors, halftones, and many other design features, setting a new benchmark for packaging design, consumer engagement, and brand expression. Sustainability is at the heart of Ball’s Climate Transition Plan, which targets a 90% recycling rate by 2030. What results have you achieved in Serbia through the “Every Can Counts” initiative?— We are proud that Ball has been recognized among Europe’s three most sustainable companies in the field of circular packaging. However, achieving our ambitious 2030 targets, including 85% recycled content in every can, requires active community participation. That is why we have been implementing the Every Can Counts initiative in Serbia for the past 15 years. The results have been outstanding. Since 2010, the initiative has collected more than [number missing in original] million cans. Last year alone, more than 900,000 cans were collected for recycling at festivals, sporting events, and public gatherings across Serbia. This clearly demonstrates that through education and direct engagement, we are successfully raising awareness that aluminum is a valuable resource that can be recycled endlessly. How important are people, expertise, and corporate culture in maintaining the same level of quality and reliability across a global organization?— At Ball Corporation, quality begins with people. Our global standards are identical across all our facilities, but it is our people who ensure those standards are consistently put into practice every day. We are especially proud of our team in Serbia. Over the years, we have developed experts who now contribute to international projects, the launch of new facilities, and knowledge sharing throughout the Ball network. That speaks not only to the quality of our people, but also to a corporate culture that encourages development, continuous learning, and accountability. We believe that the knowledge, experience, and commitment of our employees are among the key reasons why Ball consistently delivers the same high level of quality, reliability, and customer support across every market.