Consumers Cannot Be Fooled, While Premium Quality and Artificial Intelligence Are Key to the Future

After eight successful years as General Manager of Neoplanta, Aco Tomašević continued his professional journey by taking on the role of Executive Director for Sales Excellence and Distribution Development on the Nelt Group Executive Board. Under his leadership, Neoplanta strengthened its market-leading position while preserving its distinctive “wide-open” Vojvodina identity and its warm, family-like atmosphere. The Patelina brand also stood out, becoming the most successful and fastest-growing brand in its category.

In his interview with Kurir, Aco Tomašević reflects on Neoplanta’s business performance in 2025 and the specific challenges facing the dynamic FMCG industry. He also shares his vision for further growth through the integration of artificial intelligence and innovation, and explains why personal accountability and a winning mindset are his guiding principles in business.

The interview was originally published in the online edition of Kurir Biznis.

The beginning of 2026 also brought you a new professional role within Nelt Group. How do you view this step, and how does it change your professional perspective?

The position of Executive Director for Sales Excellence and Distribution Development on the Nelt Group Executive Board is a natural continuation of my career. I have built my entire professional journey within the Group. I spent the previous eight years at Neoplanta as General Manager, so I believe the time was right to open some new chapters.

In my new role, I expect to contribute by establishing standards that can be applied across all the markets where the Group operates, particularly when it comes to systematic and sustainable sales.

I believe that practices that have proven successful at Neoplanta can be transferred and bring value at Group level as well. Neoplanta is an example of a brand that has achieved significant results and played an important role in the development of the wider Nelt Group through quality and consistency, as well as close collaboration between Sales, Marketing and Production.

That is why my connection with Neoplanta remains strong, through strategic support and joint work on the brand’s further development.

After so much time at Neoplanta, what would you say sets it apart from the competition?

At Neoplanta, everything is ŠIROOOKO, as our slogan says. The concept goes beyond the way we do business; it also describes the atmosphere within our company in Novi Sad.

We are all in one place – from the General Manager to almost 600 employees. When we add Nelt Group’s distribution network, we reach more than 5,000 people working together to create success.

This is an environment where strategic decisions are made while, at the same time, products are created that, thanks to Nelt, reach 12 markets around the world. I believe that this synergy contributes significantly to our authenticity and success.

Partners often point to Neoplanta’s distinctive, family-like atmosphere. When it comes to our products, what sets Neoplanta apart from the competition is its recognizable Vojvodina identity, combined with the quality we have been nurturing for more than half a century.

Ultimately, I would say that Neoplanta is also distinguished by its constant willingness to innovate and respond to consumer needs, as demonstrated by our results year after year.

How would you assess Neoplanta’s performance in 2025 and the business challenges facing the FMCG industry?

Despite numerous challenges, Neoplanta’s performance met expectations and the objectives previously defined at Nelt Group level.

As one of the long-standing leaders in the meat industry, our ambition to be the best remains constant, because goals cannot stand still – they can only move upwards.

I would highlight Patelina as a good example. Last year and the year before, it was the most successful and fastest-growing brand in its category. This result gave the entire pâté market a strong boost. Patelina has set new standards in the category and is currently setting the pace that we need to continue following in order to maintain sustainable growth.

That is why good judgment and a clear focus are essential to the business as a whole.

Today, maintaining business continuity is challenging even without the specific circumstances in our country and around the world. Global trends and consumer habits are changing rapidly, while the FMCG industry is fast-moving and dynamic by nature.

Taking all of this into account, there is no universal formula for maintaining business success. However, as General Manager of Neoplanta, year after year I always insisted on high quality, dedication and efficiency in decision-making.

I believe these principles also contributed to Neoplanta maintaining its market-leading position in 2025.

In which areas of the business do you see room for improvement?

There is not much doubt about this – we are living in the age of artificial intelligence, and the sooner we integrate it meaningfully into our business, the sooner we will see results.

At Nelt Group level, we are already applying certain AI solutions and tools. My impression so far is that AI is a very good servant, but a poor master.

That is why I believe companies should invest not only time and money, but also people and expertise into optimizing specific processes that will deliver real value.

When it comes to progress, brands also need to be bolder than ever. In this “generic age”, it is difficult to be unique, because authenticity is becoming an increasingly important point of differentiation.

I am pleased with the direction Neoplanta is taking. We launched Pobednička Kobasica sa Sirom, a product selected by consumers across Serbia through the “Napravi Kobasicu” app, representing an innovation in the market.

On social media, through recognizable video formats, we have connected social phenomena and our products in a humorous and authentic way. These steps forward have delivered measurable results.

How do you manage to balance your professional and private life?

Learning to find balance is a process that never ends. I try to be honest with myself – to acknowledge when I am spending too much time on work, but also when I need to slow down and dedicate time to my family.

I have realized that the goal is not perfect balance, but being present in the moment and not being too hard on yourself when you do not always manage to achieve it.

Can you name three words – values that guide you?

The values that guide me in business are, above all, a winning mindset, followed by personal accountability and care for people and their development as some of the key elements of successful business.

What makes the FMCG industry unique?

What makes it unique is the fact that consumers interact with brands every day, quickly choosing their favourites and rejecting others. Preferences change for different reasons, and consumers often buy products based on their current mood and emotions, sometimes even completely unconsciously.

That means we, as manufacturers, have to adapt to all of this.

The “pitfalls” of the industry are overcome through premium quality. At Neoplanta, we saw the answer in the high percentage and quality of meat used in Neoplanta Delikates products, something we proudly highlight and will not compromise on.

Consumers want to know what they are paying for. They want Budimska sausage made with 82% pork shoulder.

The fairest and strictest judge is the consumer – and the consumer cannot be fooled. In the FMCG industry, that judge has plenty of work to do every single day.

On top of that, additional challenges for the FMCG industry include inflation, raw material costs, regulatory and legal factors, logistics and supply chains, while the meat industry also faces veterinary crises and seasonal fluctuations in consumption.

That is why expertise and consistency are key values that keep brands at the top of the FMCG industry.

How challenging was it to lead a company like Neoplanta, and what do you see as the biggest challenge in your new position as Executive Director for Sales Excellence at Nelt Group?

Leading Neoplanta was a professional challenge, given that it is a brand with a long tradition and strong reputation. That heritage is one of Neoplanta’s greatest assets, but today it is not enough on its own to ensure long-term business success.

Managing a company like this requires constant innovation that highlights its authenticity and keeps pace with the times without compromising its identity. That is undoubtedly a demanding task.

At the same time, the human factor and the positive atmosphere at Neoplanta make the job easier. When you have such a positive team, every obstacle becomes easier to overcome.

Still, that feeling of being “at home” has followed me to Nelt as well, where I began my professional journey. I am confident that my new position will further broaden my perspective, strengthen my strategic thinking and bring a new point of view – something I am particularly looking forward to.

What does the work you do mean to you personally?

It is difficult to separate the personal and professional aspects when you are in my position. Leadership is not something you build from 8 a.m. to 4 p.m.; it naturally becomes part of your personal life as well.

For me, this job is an opportunity to express my personal and professional qualities through business while continuing to develop both. I believe you should not suppress your character, because it is what makes you unique in business.

At the same time, the professional challenges we successfully – or unsuccessfully – overcome can provide guidance for certain personal decisions.

I also see additional value in this work in the opportunity to provide people with tangible products that bring them joy, that they associate with important moments and remain loyal to for many years.

It is fulfilling to be able to see tangible results of my efforts and to track progress year after year.