Interview by Elena Meleshkina
Today, our guest is Olga Gavrić, assistant professor at the University of Belgrade, Faculty of Agriculture. With a strong academic background in sustainability and practical experience in applying circular economy principles, she brings a unique perspective to the intersection of education, business, and green innovation. She is the founder and organizer of Zelena Radionica (Green Workshop)—an interactive monthly event that fosters learning and networking around ESG principles and circular business models. With a strong academic background and a growing network of professionals around her Green Workshop initiative, Olga Gavrić is helping shape a new sustainability culture in Serbia.
In this interview, Dr. Gavrić talks about her professional journey, the motivation behind Green Workshop, and her insights into how ESG and circular economy practices are developing in Serbia and the Western Balkans.
Academic roots and professional evolution
E.M.: Olga, could you share an overview of your academic and professional journey in sustainability and ESG, and how these experiences have influenced your current work?
O.G.: My journey in environmental matters began back in 2012 when I started working at the University of Belgrade. A love for ecology, which I inherited from my family, along with my work with students on the subject Economics of Natural Resources and the Environment, shaped both my professional path and the topic of my PhD dissertation at the Faculty of Economics. Specifically, the topic of implementing the green economy in EU countries “opened many doors” for me and enabled collaboration with the business sector.
Green workshop: education through dialogue
E.M.: It’s fascinating how your academic work evolved into active engagement with the business community. Let’s talk more about one of your key initiatives. What inspired you to become involved with the Green Workshop (Zelena Radionica), and what are its primary objectives in promoting ESG and circular economy principles?
O.G.: A major life turning point and a set of circumstances I found myself in inspired me to create the Green Workshops. I combined the opportunity I saw in the market with my knowledge and entrepreneurial enthusiasm, which resulted in the launch of the workshops. They are highly interactive by nature and are held once a month in a prestigious co-working space in Belgrade.
Each session typically hosts a small group of around eight participants, which allows for deep interaction and meaningful exchange of perspectives. The workshops are five-hour in-person training events with breaks, designed specifically for professionals. I’m not a supporter of the online format—face-to-face interaction is essential for the dynamic I want to create. Participants often come from major corporations, the banking and financial sector, sustainable fashion brands, eco-cosmetics producers, and start-ups. We also welcome colleagues from other universities and representatives of environmental NGOs who want to deepen their knowledge in sustainability.
Now, three years after the first session, I’ve launched a new cycle focused on circular business models and ESG principles. I always emphasize that the workshops have two main goals: (1) education and knowledge acquisition, and (2) networking with other participants.
E.M.: In your role as an educator and seminar leader, how do you tailor your approach to effectively engage both academic audiences and business professionals?
O.G.: Good question. When designing the program for participants, I try to balance current market and business trends with the specific needs of companies. In this context, I also enjoy attending various trainings and conferences where I can stay informed and gain new knowledge in the field of environmental protection. Also, since each workshop includes high-quality discussions, I receive valuable feedback that helps me understand how to improve future sessions.
Serbia’s ESG landscape
E.M.: Speaking of practical applications and engagement, I’m curious to hear your perspective on the broader picture in Serbia. How would you assess the current landscape of ESG awareness and implementation within Serbian businesses and public institutions?
O.G.: ESG has become a relevant topic in the Serbian business sector, which is something I’m pleased about. Since ESG is multidisciplinary in nature, it allows for diverse approaches to implementation—economic, social, and environmental. I would say that large corporations are the pioneers in applying ESG principles, providing a clear signal and roadmap to small and medium-sized enterprises, stakeholders, and other market participants. Furthermore, ESG standards have contributed to the development of new business strategies and the definition of new business models.
E.M.: What are the main challenges and opportunities you encounter when advocating for circular economy practices in Serbia?
O.G.: The practical application of the circular economy requires several steps. First, institutional support is crucial, particularly through the systematic implementation of green policies, followed by innovation and collaboration between companies and consumers throughout all phases of a product’s life cycle. Second, it is very important to combine market-driven eco-initiatives with investment in the necessary infrastructure and equipment. Lastly—but no less importantly—ecological awareness among the general population is essential, and this is developed through continuous education. All of these steps can be challenging in the beginning, but in the long term, they offer a significant opportunity for business growth and sustainable operations at both the micro and macro levels.
European influence and local opportunity
E.M.: Considering Serbia’s aspirations for EU integration, how are European ESG regulations influencing local business strategies and sustainability initiatives?
O.G.: European environmental regulations serve as both a guide and a practical framework for applying ESG standards in business, and for realizing the potential of the green transition. I often refer to the example of the European Green Deal, which contributed to the creation of the Green Agenda for the Western Balkans, as well as the German Supply Chain Due Diligence Act, which has encouraged the implementation of the Responsible Supply Chain Initiative (RSCI) and Human Resources and Environment Due Diligence (HREDD) in domestic companies.
E.M.: When you think about the future of ESG and the circular economy in Serbia and the Western Balkans, where do you see the most potential for innovation and implementation of sustainable practices?
O.G.: Circular economy has significant potential for application in Serbia, especially considering the structure of the local economy and the possibilities for industrial symbiosis. I often highlight the agricultural sector as a key area—circularity here promotes not only the use of renewable energy sources such as biomass but also advances in energy efficiency. This kind of systemic transformation can drive innovation and create new value chains in both rural and urban environments.
Teaching, learning, and staying curious
E.M.: What motivated you to specialize in sustainability and ESG, and what aspects of this field do you find most rewarding?
O.G.: My main motivation was to turn my knowledge into a business opportunity—and it turned out to be a great idea, considering the timing and relevance of the topic. Honestly, what brings me the most joy are the high-quality discussions, positive impressions from participants, and seeing their expectations fulfilled by the end of a workshop. Knowledge always flows both ways, and I learn a great deal from the participants as well. The workshops have brought me many professional contacts, invitations to conferences, and appearances on educational TV programs.
E.M.: What advice would you offer to students and professionals who are interested in pursuing a career in sustainability and ESG?
O.G.: I would advise them to be persistent and consistent in their goals and to always remain “hungry” for new knowledge. Quality always gets recognized and finds its way.
E.M.: Thank you, Olga, for this thoughtful conversation. Your practical approach to ESG education and your emphasis on face-to-face learning and cross-sector collaboration provide a useful model for others working in sustainability. It’s clear that initiatives like the Green Workshop are playing an important role in building both knowledge and networks in this evolving field.
