September 17, 17:00. The beginning of 50 Best Products from Bulgaria

For those who still do not know Dora Strezova-Nikolova – how would you introduce yourself, your professional path, and what drives you today?

My professional journey is a combination of 25 years of corporate career - many roles in marketing, sales, and management of companies like Coca-Cola (Coca-Cola Company and Coca-Cola Hellenic) and Danone, in many markets on one hand and entrepreneurial and consulting experience on the other. I am driven by the development of people and businesses, adding value, and creating something that has not existed before, in the best way for people and companies. I am inspired by the development of leaders and leaving a positive mark on people's lives - colleagues, partners, clients, or the community.

You have over 25 years of experience in building and developing large brands. How did your personal professional story lead you to 50 Best Products from Bulgaria?

Over the years, I have lived in many places outside Bulgaria, but I always returned, then left again, alone and later with my family. Somehow, I was always drawn back home. I was often asked about the country I come from - what it is like, where it is, and I had stories to tell, but they were always somehow from the past. Besides yogurt and rose oil, a little about the history of Bulgaria - for the few people who knew, there wasn't much else I could easily say or show, to put on the table figuratively speaking. So many times at the various events of the Bulgarian embassies in the cities where I have lived, it has been my wish to be able to show something more, or to the partners I met, it has been my wish to be able to open a web page and have something to tell about modern Bulgaria and what is being created in it. Well, now there is - 50best.bg.

How exactly did the proposal to become part of this initiative come about? Tell us about the moment when you first heard about the idea – what were you told and what made you say “yes”?

I first heard about the idea from Magi Isionova, whom I met at her retreat center “Hvarchilo” in the Rhodopes, where I returned after many years. A few days later, after a fitness training session, we train with the same coach and while we were having our protein shake, we first talked about it. As I always do, the first thing that came to my mind was how to help - I gave her some ideas, and the next day she called me and said “Let’s do this project together.” And somehow this idea found me and captivated me, completely unplanned. We rolled up our sleeves and turned the idea into a project with a team, goals, strategy, plan, and ambition.

Was there something specific in the idea of 50 Best Products from Bulgaria that touched you personally and made you believe that this is a cause worth supporting?

Besides the fact that there are so many products, businesses, and people in Bulgaria that deserve support and visibility, what I most want to do is to create an ecosystem, a platform for collaboration of these businesses that we connect through the project and selection. This will multiply the added value for them and for others. What better realization of my ambition to create value with everything I do? And the energy with which everyone enters the project, often after just one conversation, is so positive that it makes the invested time, contacts, and efforts even more meaningful. This is truly a cause greater than all of us and it is a real honor to be able to work for it and develop it. I can’t wait to see how far it can go. The people who stand with us show me every day how much sense it makes.

After the years you have spent building international brands, what do you think is necessary for Bulgarian products to be recognized worldwide not just as “made in Bulgaria,” but as strong brands with their own identity?

For every brand or label, there are several basic rules that are universal - an excellent product, innovation, solving a problem or need, distinctiveness, sustainability, good price positioning and marketing, and a unique identity, while the Bulgarian connection is a reason for pride and additional distinctiveness. I hope this project will bring a lot of positive added value from created contacts and business opportunities, finding partnerships, successful collaborations, and new horizons.

What actually lies behind 50 Best Products from Bulgaria – a selection of strong Bulgarian products or an attempt to create a new narrative about Bulgaria to the world?

The ambition of the project is both; this curated selection of strong Bulgarian products with potential will tell a different story about Bulgaria, it will be a message for young Bulgarians to return or stay in Bulgaria to create. It will also be a platform for collaboration and support. And, I really hope, a reason for pride for everyone who views and reads about it. It is very important to say that this is a selection, not a competition, participation is free, as well as that the selection process is independent and takes place on an independent platform, through a two-step nomination and selection process by a Bulgarian and international jury of distinguished experts in the respective categories.

What should a product created in Bulgaria possess to have the potential to compete in the global market – quality, innovation, design, history, sustainability, or something more?

A product created in Bulgaria must have identity, above all, to stand out with something of its own, with its uniqueness. In addition to that, everything you listed - quality, design, innovation, sustainability, and distinctiveness. But what we will show and tell is the story - of the product, of its creators, of its consumers. Moreover, it takes courage and skills to offer and succeed in the international market. That’s why we will strive to present them in the best way, corresponding to the level - thanks to the high standards set by the team - Yuliyan Dainov, Petar Tornyov are among the names that guarantee this. Special projects like this one with the Sofia Chamber of Commerce, which will create free of charge the strategy for entering international markets for 3 companies from the nominees and a strategy for additional funding for 2 such companies, are an example of another way to achieve this.

The initiative has a strong idea of uniting Bulgarian talent, entrepreneurship, and creativity. Why do you think it is important today to start talking about Bulgaria through what we create?

Recently, we celebrated 141 years since the most Bulgarian day - the Unification of Bulgaria - and the words “Unity makes strength” echoed around us to remind us why we need to find reasons for this every day. And what better thing to unite around than the new vision of a modern and successful Bulgaria, on the threshold of the 20th anniversary of our accession to the European Union. The vision of the creators of the modern face of our country in all areas of life. This speaks more than all the words we could say.

On September 17 at 17:00, the first official presentation of 50 Best Products from Bulgaria will take place. What will happen then and what do you want people to feel and understand right from this first moment?

September 17 is Sofia's day - we chose this day to mark the official start of the project, in front of media, partners, and potential sponsors. We will share more about the stages of the initiative and the details of its elements, to continue promoting it and inviting companies to apply. Additionally, we are counting on interest from potential sponsors, the work on the project so far has largely been pro bono, but for it to happen properly and at a high level, an investment is required, which we hope to gather through donations and sponsorship, before we enter the phase of selling the luxury coffee table book and the anniversary coin.

Are you looking for a certain symbolism in the very beginning – in the date, time, and gathering of people who create Bulgarian products? What would you like this first moment to symbolize for the initiative and for Bulgaria?

Yes, we would like to weave our history and traditions and connect the past and everything that has been created so far, which celebrates Bulgaria, with what deserves to be illuminated and promoted and to promote it with a new modern face and in the future.

If 50 Best Products from Bulgaria succeeds in changing the way the world views “Made in Bulgaria,” what would you like the new association with these words to be?

We would like through the 50 best products from Bulgaria, 50 in the first edition 2026-2027 and then every 2 years new and new 50, for people in Bulgaria and people around the world to be able to connect with the stories and the value of these products and for this to mean talent, innovation, quality, sustainability, success, flexibility, adaptability, courage, and beauty at a level that does not fall short of other nations, quite the opposite - valuable products that are unique and leading in the global market.

And finally – if you had to send a personal message to all Bulgarian entrepreneurs, creators, and companies who today have the courage to create here and think about the world, what would you tell them?

First, I would say a big THANK YOU and respect! I would also tell them - do not hesitate - apply, let everyone see you - at home and around the world! Become part of a community that will change not only how the world sees Bulgaria but how we feel about ourselves. Succeeding in Bulgaria is not easy and what you do every day deserves to be seen, deserves to become the business card of Bulgaria. So - apply! We are here to help.