Adria Procurement Event 2026 once again confirmed what many procurement professionals already feel in their daily work – procurement can no longer be viewed as an operational function. It is becoming a strategic pillar of business, but also one of the most challenging areas within organizations.
The theme of this year’s conference was “Procurement without filters”. Over two days, in Opatija and Motovun, experts from across the region gathered to openly discuss real problems, challenges, and the future of procurement. It is precisely this openness that sets this event apart from others.
The first day of the conference at the Royal Hotel was opened with a welcome speech by Mirela Senica, President of the Croatian Association for Procurement Activities and European President of IFPSM – the International Federation for Purchasing and Supply Management. She presented the association’s activities and plans and emphasized the complexity and role of modern procurement in globally uncertain times.
The new reality of procurement: decision-making, technology and complex supply chains
The introductory part of the program was particularly marked by three presentations that, each from their own perspective, showed how closely procurement today is connected with strategic business management.
Helena Popović Petrušić from Wogas spoke about procurement as a reflection of management, emphasizing how every decision, from supplier selection to cost management, directly shapes the value an organization creates.
This topic was naturally followed by Amira Karamujić from Raiffeisen Bank BiH, who opened the question of artificial intelligence in procurement, shifting the focus from initial resistance and fear toward concrete ways AI can become a tool for better and faster decision-making.
The perspective was further expanded by Edin Hodžić from Bosnalijek JSC, through a presentation on strategic procurement and logistical challenges in the pharmaceutical industry outside the EU, where complex regulatory frameworks and demanding supply chains additionally emphasize the importance of timely and informed decisions.
The common thread of all three presentations was clear – modern procurement is no longer an isolated function, but a key mechanism connecting strategy, technology, and operational execution.
Facing challenges from different procurement perspectives
One of the strongest thematic segments of the conference was the one that, through three completely different industries and perspectives, showed the same shared reality. Procurement and business processes are rarely simple, and success comes only when real challenges are understood and communicated without embellishment.
In the presentation “Events without illusions: The reality of the event industry”, Ivan Brčić from Lux Production opened the supplier perspective in the event industry, emphasizing how complex client requirements, time pressure, and logistical execution are behind every “successful event” that often seems simple from the outside. He showed how procurement should correctly structure tenders and how to prevent misunderstandings in communication that stand in the way of expected results.
On the other hand, Helena Plemenik from Croatian Post, through the topic “Opportunities and challenges in public procurement”, showed what a system looks like in which rules are strict, processes are formalized, and responsibility is high. Public procurement thus becomes a space where not only the best offer is sought, but also full compliance, transparency, and resilience to complex procedures. She also presented current updates in public procurement and clearly showed those not coming from the sector that public procurement is not a “bogeyman”.
The third perspective was delivered by Hari Zamlić from RIS Software in the presentation “Why? How? What?”, focusing on the implementation of software solutions in procurement. Through a practical view of digital projects and a humorous approach, he highlighted the challenges that arise when strategy, technology, and users need to be aligned in a real business environment.
Although the topics differed – from the event industry, to public procurement, to software implementation – the common thread was clear: every segment of procurement and business processes carries its own challenges. True success comes only when they are understood, accepted, and realistically addressed, without the illusion of “simple solutions”.
ESG, cyber security and negotiation: procurement taking on new responsibility
The second block of presentations further emphasized how the role of procurement is increasingly expanding beyond traditional cost and supplier frameworks, toward areas that directly impact sustainability, security, and market position of an organization.
Nataša Cikač from Cronata opened the topic with “Did you know that your ESG result is in the hands of your suppliers?”, highlighting that the actual ESG performance of an organization is not formed only internally, but largely depends on the entire supplier chain and their practices, placing procurement at the center of sustainable strategies.
This responsibility was followed by Antonija Kos Šundov from Huawei with the presentation “Cyber Procurement: The new procurement imperative – contracting cyber resilience as a standard”. The focus was on the increasingly important role of procurement in ensuring cyber security, where contracts no longer define only price and deadlines, but also the level of resilience to digital threats, making procurement a key link in business protection.
Sunčica Draganić from Kedo d.o.o. spoke in “Negotiation levers in procurement: from instinct to professional breadth or why price is no longer our only power?”, focusing on the evolution of negotiation skills. The emphasis was on value-based negotiation, relationships, and long-term partnerships in supply chains.
The presentation by Mario Gržinić from the Croatian-Slovak Chamber of Commerce, “From the heart of Europe to Adriatic shelves: How a joint initiative accelerates product entry into retail and HoReCa”, further rounded off the topic, showing how international cooperation and joint initiatives can significantly speed up market access.
The common denominator of all presentations was clear – procurement today is no longer just a cost optimization function, but a key actor in managing ESG performance, security standards, and market success.
Procurement without filters in a real business environment
The panel discussion “Procurement: Everyone wants miracles, but no one asks how” best rounded off this year’s conference theme – “Procurement without filters”. It clearly showed what procurement looks like when all polished presentations are removed and only the reality of daily decisions, limitations, and expectations remains.
Petar Ćus from Maistra, Nelija Margetić from Ericsson Nikola Tesla d.d., Mila Gaćeša from Arena Hospitality Group, and Reneo Stanojević from Valamar opened an honest discussion about what it means to work in procurement when expectations are high, resources are limited, and pressure is constant.
Across different industries, from tourism and hospitality to telecommunications, the panel clearly showed that procurement often stands between strategy and operational reality. That is exactly why the “procurement without filters” theme gains its full meaning – because only through open discussion of real challenges can the complexity of the procurement role be understood and improved in the long term.
A closing that left no one indifferent
The conference ended in a completely different, yet symbolically very powerful way, with the monodrama “Lijevo desno glumac” by Zijah Sokolović. The presence of one of the most recognizable and multi-award-winning actors in the region gave special weight to the closing of the conference. In an atmosphere that moved from laughter to silence and emotion, the main message of the event was further rounded off – “procurement without filters” is not only a professional concept, but also a reminder that behind every process, decision, and number, there are people.
The second day in Motovun brought inspiration and new connections
The second day of Adria Procurement Event 2026 was held in the unique setting of Roxanich Winery in Motovun, where the focus shifted from intensive conference discussions to reflection, vision, and experiential learning. The program started with participants arriving by organized transport from Opatija and a welcome drink at Roxanich, followed by the workshop “Vision comes from within” led by Amir Mulalić and Ajla Mulalić from Invision Consulting. The workshop offered participants a different perspective on decision-making and long-term business vision. The day concluded with a winery tour and a joint lunch with wine pairing, further emphasizing the combination of expert content, networking, and authentic destination experience.
This year’s event once again confirmed why Adria Procurement Event is more than a classic procurement conference – it is an experience that connects knowledge, people, and real-life situations. It is not just a conference, but a space for connection, exchange, and authentic moments.
We look forward to the next Adria Procurement Event!
