INTERVIEW OF THE MONTH: EKO SERBIA

DRIVING INNOVATION, SUSTAINABILITY AND EXCELLENCE IN THE ENERGY SECTOR

Aris Karousos, CEO of EKO Serbia  

"EKO Serbia has been one of the leading companies in Serbia’s energy sector for more than two decades. The company has become synonymous with quality, innovation, and sustainability, with a network of 59 petrol stations strategically located across the country. In this interview, Aris Karousos, CEO of EKO Serbia, shares insights into the company’s journey, its competitive edge, and its vision for a sustainable future. From expanding its offerings to embracing environmental responsibility, EKO Serbia is setting new standards in the energy sector."

EKO Serbia has successfully operated in Serbia since 2002. What have been the company’s main goals and activities over the past two decades?
Since entering the Serbian market, EKO Serbia has been guided by a clear mission: to provide high-quality energy solutions, exceptional service, and meaningful contributions to Serbia’s economic and social development. Over the past two decades, our focus has been on expanding our network, ensuring operational excellence, enhancing customer experience, and driving sustainability.
With a strategically developed network of 59 petrol stations, we have prioritized accessibility for urban and transit customers. Our commitment to state-of-the-art infrastructure, cutting-edge technology, and continuous staff development has enabled us to maintain the highest service standards. Innovation has been a driving force behind our success, leading to the introduction of advanced fuel technologies, service improvements and a comprehensive loyalty program designed to enhance customer satisfaction. As a result, our petrol stations have evolved into multifunctional service hubs, offering retail, food, and car care services to meet the needs of modern consumers.
Sustainability is at the core of our operations. We are committed to reducing our environmental impact through energy-efficient practices, eco-friendly infrastructure, and ongoing investments in cleaner energy solutions.
Beyond our core business activities, we take great pride in our corporate social responsibility initiatives, reflecting our commitment to our communities. Our longstanding sponsorship and collaboration with the Olympic and Paralympic teams, participation in the Belgrade Marathon in partnership with BELhospice to aid oncology patients, participation in the blood donation campaign, organized by the Multiple Myeloma Patients Association Serbia and the Red Cross, and our road safety campaigns, that we implemented in partnership with the Road Traffic Safety Agency of the Republic of Serbia, underscore our dedication to fostering a safer, healthier, and more inclusive society.

EKO Serbia markets its products through a network of 59 petrol stations covering all major cities and main and transit roads in Serbia. Do you plan to further expand and enrich your offer?
Growth and diversification remain central to our long-term strategy. While our current network is well-established and strategically positioned across Serbia’s major cities and transit routes, we are continuously exploring opportunities for further expansion in line with our business objectives. Our goal is to ensure that every driver in Serbia has seamless access to our high-quality fuels and services.
Beyond expanding our retail network, we are dedicated to enhancing the customer experience and modernizing our assets to meet evolving consumer expectations. As part of this commitment, we introduced Kalypso Café, a premium coffee concept designed to elevate the in-station experience. By offering high-quality coffee and a carefully curated selection of fresh food options, Kalypso Café creates a welcoming and comfortable environment for customers on the go.
We are also investing in the modernization of our mini-markets, ensuring a more convenient and enjoyable shopping experience. One of the key challenges in managing our retail and gastronomic offerings is adapting to the diverse needs and preferences of our customers. To stay ahead, we continuously conduct market research, refresh our product assortment, and introduce new items—essential steps in maintaining customer interest and satisfaction.
Our “Care Wash” and jet wash facilities are also undergoing significant upgrades, incorporating cutting-edge technology to provide a thorough cleaning experience with minimal waiting time. Additionally, we have introduced parcel lockers at select locations, offering customers a seamless and convenient way to receive packages on their schedule.
Our vision extends beyond the traditional role of petrol stations as mere refueling points. By consistently investing in innovation, infrastructure, and sustainability, we aim to set new industry standards and contribute to the future of sustainable mobility in Serbia.

What gives EKO Serbia a competitive edge in the energy sector, and how do you approach competition?
EKO Serbia’s competitive edge lies in our unwavering commitment to quality, innovation, and customer satisfaction. Rather than merely adapting to market trends, we strive to shape them.
Our EKO Smile loyalty program and digital transformation initiatives have redefined customer engagement, offering personalized benefits and seamless interactions. The new Smile mobile application enables customers to conveniently access their digital Smile card, track points in real time, and explore a curated digital catalogue featuring over 100 carefully selected products—all with just a few clicks. EKO Smile members enjoy exclusive in-store offers, tailored promotions, and rewards designed around their shopping habits. The EKO Smile program is dynamic and constantly evolving, keeping pace with emerging trends and customer needs. Exciting new benefits and innovations are always on the horizon, ensuring there’s always something to look forward to.
Sustainability is another key differentiator for EKO Serbia. We actively invest in eco-friendly infrastructure and cleaner energy solutions, reinforcing our brand’s reputation for trust, responsibility, and long-term value creation.
We view competition as an opportunity to drive continuous improvement, raise industry standards, and enhance the overall customer experience. Our approach is built on ethical business practices, transparency, and a long-term commitment to delivering excellence.
Our success is driven by our ability to anticipate industry needs and consistently exceed customer expectations.

In an era of increasing environmental consciousness and sustainable development, the role of the energy sector has a significant impact. What is EKO Serbia's contribution to sustainability?
Sustainability is no longer a choice—it is a responsibility. At EKO Serbia, we are committed to integrating eco-friendly initiatives at every level of our operations, ensuring a lasting positive impact on the environment and the communities we serve.
We continuously work to minimize our environmental footprint through energy-efficient practices, waste reduction programs, and the use of sustainable materials across our facilities. As part of our commitment to cleaner energy solutions, we have introduced electric vehicle (EV) charging services at five locations, with two additional stations set to launch soon, supporting the global shift toward sustainable mobility. Furthermore, we are rolling out solar panel installations at our Head Office and high-energy-consumption petrol stations, reducing our carbon footprint while promoting the use of renewable energy.
Beyond operational improvements, we actively engage in environmental awareness campaigns and community partnerships that advocate for responsible energy consumption and sustainable practices. By fostering a culture of sustainability within our company and among our customers, we aim to lead by example and drive meaningful change in the industry.

EKO Serbia is one of the founding members of our Association. What does the Association represent for you, and as an active member of the HBA, are you satisfied with its work?
Being a founding member of the Hellenic Business Association (HBA) is a great honor for EKO Serbia, as it reflects our dedication to fostering strong business relationships and promoting economic growth. The HBA serves as a vital platform for networking and collaboration between Serbian and Greek businesses, creating opportunities for knowledge exchange and strategic partnerships.
We greatly appreciate the Association’s efforts in facilitating dialogue among key stakeholders, advocating for policies that promote a favorable business environment, and encouraging ethical and sustainable business practices. Through the HBA, we have been able to share best practices, explore new business opportunities, and contribute to initiatives that benefit the wider business community.
The HBA plays an instrumental role in strengthening bilateral economic ties, opening new avenues for cooperation and investment. At EKO Serbia, we believe that partnerships and collective efforts drive progress, and we look forward to continuing our active engagement with the HBA to support innovation, economic development, and sustainability in the region.