An industrial-scale smoke removal solution, a microgreens cultivation platform, biodegradable plant pots, and other innovative solutions were showcased to visitors at Europe House in Belgrade during the presentation of the GreenUp Hub initiative.
The event was organised as part of EU Green Week with the aim of presenting the green transition through concrete products, technologies, and business models that are already being developed in Serbia. Rather than discussing sustainability solely as a long-term strategic objective, participants had the opportunity to explore practical solutions that can help reduce environmental impact and improve efficiency across various sectors.
The GreenUp Hub initiative was established in response to the need for greater visibility, stronger connections, and improved accessibility of domestic technological solutions to potential users, partners, investors, and institutions. It is a platform dedicated to the development and promotion of innovations that contribute to sustainable development, more efficient resource use, and the green transformation of the economy. By connecting innovators, companies, and organisations, the initiative seeks to accelerate the development and deployment of green technologies and encourage their wider adoption in the market, contributing to Serbia’s sustainable economic development.
The presentation and interactive mini-fair brought together representatives of the start-up and academic communities, the innovation ecosystem, public institutions, international organisations, and other stakeholders interested in green innovation. Following opening remarks from the partners, the introductory part of the programme focused on presenting the GreenUp Hub, the findings of research on Serbia’s greentech ecosystem, the accelerator’s work through two cohorts of start-up teams, and the GreenUp Hub platform itself.
The research mapped 151 green technology providers in Serbia, demonstrating that the country’s greentech ecosystem has significant potential across a wide range of fields, including food and agriculture, the circular economy, digital solutions, materials, energy, mobility, and industrial applications. At the same time, the findings highlighted that greater visibility, stronger connections with relevant stakeholders, and more opportunities for testing and real-world implementation are essential for the further development of these solutions.
Visitors also had the opportunity to explore the platform as a hub for showcasing and promoting domestic greentech solutions, as well as to meet innovative teams participating in the GreenUp accelerator programme. A special feature of the event was the interactive mini-fair, where products, prototypes, materials, demonstrations, and visual presentations of various solutions were displayed.
The participating teams demonstrated that Serbia possesses the talent, expertise, and entrepreneurial energy needed to develop home-grown green technologies. Their solutions confirmed that one of the key challenges is not only the development of innovation itself, but also ensuring its visibility, connecting it with the market, institutions, and communities, and creating opportunities for practical application.
The GreenUp Hub initiative is implemented within the framework of German-Serbian Development Cooperation implemented by GIZ, in partnership with ICT Hub. The GreenUp Accelerator Programme is carried out in cooperation with the Centre for Cleaner Production at the Faculty of Technology and Metallurgy, University of Belgrade, through the project “Global Programme on Green Chemistry and Innovation,” funded by UNIDO and the Global Environment Facility (GEF), in cooperation with Yale University.