Luka Dončić - The Link Between the NBA and Slovenia

Slovenia

editor


July 2021 Living

Aljoša Žvirc


Slovenia has arguably never had a megastar in the making quite like Luka Dončić. The basketball phenomenon from Ljubljana has defied USA biased scepticism in his rookie campaign in the NBA and risen to global stardom in second and third season overseas. He is young, talented, highly skilful and plays with confidence – swagger, really.

So, for Dallas Mavericks it was nothing unusual to start exploring more than just sporting options in terms of their long-term commitment with the now 21-year-old. The agreement to work closely with Slovenian institutions in January 2020 was just a natural process for the NBA franchise, longing to hit the heights it once reached with another European, the German star Dirk Nowitzki. Usually, the NBA is seen as a business-driven competition, where trading players to reach short term competitive goals is a daily routine. Not Dallas, and certainly not with Dončić.

Champions: Slovenian National team won the gold medal at the Eurobasket 2017

The Mavericks hope to have its star for years to come and they want to exercise as many options as possible in terms of business opportunities in his home country. Never shying away from wanting to play for Slovenia, the Mavericks recognized the special connection Dončić has with his country and formed their own. The team is trying to benefit and also “present the country as a unique destination in terms of economy, investment possibilities and tourism,” as per the Slovenian Tourist Board (STB) on the day they struck a commercial deal with the Mavs. Through Dončić, the partnership will hope to increase the visibility of Slovenia, which provides numerous opportunities heading both ways. The project has brought together numerous other public institutions like the Government Communication Office of the Republic of Slovenia (UKOM), the STB, the Public Agency for Entrepreneurship, Internationalization, Foreign Investments and Technology (SPIRIT) and Ljubljana Tourism, wrote STB on their website.

Together, these institutions have undertaken several promotional activities linked with NBA games with special Slovenian themes and phrases, tourism opportunities, and other links. “Slovenia is getting more and more popular in the USA and Luka Dončić has put on quite a show. We have been brought together at the right time and such synergies would otherwise not be generated. This project definitely upgrades the STB activities in the US market,” the Board’s director Maja Pak pointed out. And so far, it has worked a treat in both ways. Especially as Dončić is hitting his stride in his third season s a fan favourite in the US.

SLOVENIA VS SLOVENIA: The sponsorship battle

Arguably Slovenia’s biggest sporting success came in September 2017, when the national basketball team became European champions in Istanbul, Turkey. Yet the shirts of both finalists were fighting another battle.

On the one side, sponsor Telemach, the Slovenian telecommunications company (a subsidiary of Netherlands’ United Group) is, among others, a long-standing main sponsor of the Slovenian basketball association (KZS). On the other side, the Slovenian insurance company Triglav, a longterm partner of the Serbian national team.

The company is well known in the Adriatic region with many subsidiaries and was spreading their reach through sporting events even before landing a spot on the shirt of one of the most iconic national teams in the Balkans. Triglav was previously a sponsor for the preliminary round of the EuroBasket 2013 in Croatia with an investment worth more than EUR 150,000, and later one of the main sponsors for the EuroBasket 2015 in Slovenia, before signing a long-term deal with the Serbian Basketball Federation while the national team was preparing for the championships in Kranjska Gora. The strategic positioning in Serbia, and the reach Triglav has through its subsidiaries, is nothing new as big companies, commercially- or statedriven, still benefit from partners from a former republic, or reap the rewards of being a trusted company. Triglav also sponsors the North Macedonian Olympic Committee and the North Macedonian handball national teams, while it was also handed the Superbrand title for its standing in that region.

THE ADRIATIC

This article was originally published in The Adriatic Journal: Strategic Foresight 2021
If you want a copy, please contact us at info@adriaticjournal.com.


Sports are a National Brand

Croatia

editor


July 2021 Living

Aljoša Žvirc


Sport in Croatia enjoys a mythical status and is widely considered one of the essential components of society. While sport is a part of daily life everywhere, this may be even more so in Croatia, where it has greatly contributed to the promotion and branding of the country.


Who can forget the iconic tourist commercial involving the rooster of its biggest sports stars? Tourist attractions and sport champions are the two driving forces of Croatia’s global reach. Countless success stories of Croatian athletes who have made it from anonymity to global recognition have also helped sports become one of the most important pillars of Croatia’s economy. And athletes have all recognized the significant role they play in promoting the country. They enjoy unwavering support of their passionate fans, as shown in all kinds of team sports such as handball, water polo, basketball, and especially football (its number one export item). The national football team received a triumphant reception after the 2018 World Cup in Russia, where they fell just short of winning the Cup against France.

Photo: Shutterstock

Still, more than half a million people flocked to the streets of Zagreb to show their support for the “Vatreni” (Fiery – as they are affectionately known). Along with all the footballing emotions, the second place brought in more than EUR 25m in prize money for the Croatian football federation (HNS), and undoubtedly a big chunk in Croatia’s tourist and commercial revenue in the years to come.

Rewards are being reaped even nowadays as the national football championship has netted its biggest contract for sports right holders. The success of the national team has also helped clubs and especially its (now world renowned) players make multimillion-worth moves to big European clubs, way more than any other country in the region.

Petrol remains a strong sports supporter in the Adriatic region

 

The Petrol Group has been supporting Slovenian sports for many years, as well as sports in other countries in which they operate. They sponsor not only individuals, clubs, and federations, but also sporting events, both nationally and internationally. By supporting sports and cultural entities, the company strengthens its reputation and ensures greater recognition of its brands. Despite the coronavirus epidemic, Petrol continued to support sports in 2020 and remains active in this field in 2021. “Our involvement in supporting sports and other humanitarian projects remains an important part of our commitment to working with the environment and community in which we live and do business. Assistance and support to the social environment are strongly intertwined with our long-term growth strategy. We, in our operations, take care of social and environmental issues, and accordingly, we try to offer help in solving various social and other problems,” Aleksander Salkič, Director of Corporate Communications at Petrol, sums up the group’s philosophy and giving-back-to-society approach.

In addition to long-term contracts with Slovenian sports entities, Petrol also continues to cooperate with some sports organisations in the region in 2021. One of the most important is certainly collaboration with the Croatian Olympic Committee. Support activities will, per Salkič, also be carried out at other sporting and cultural events that are currently still in question; this will depend on the relaxing of measures related to the allowance of mass events this year. The greater focus of their sponsorship activities will be tied to the web and various social networks, Salkič adds.

THE ADRIATIC

This article was originally published in The Adriatic Journal: Strategic Foresight 2021
If you want a copy, please contact us at info@adriaticjournal.com.


The Quality of Our Lives Will Depend on How Sustainable We Are

Seeking business paths through the pandemic

editor


July 2021 Business

Jan Tomše

Executive Editor


The Slovenian Petrol Group has found a recipe for successfully meeting the challenges of the COVID-19 pandemic with a combination of three factors: providing liquidity, managing costs, and optimizing sales and supply chains. They are convinced that due to the consequences of the pandemic, society and the economy will have to look even further for solutions in sustainable practices.

The speed and scale of the fall in energy investment activity in 2020 were unprecedented, according to International Energy Agency (IEA), a Paris-based intergovernmental organisation. As companies reined in spending, and project workers were confined to their homes, planned investments were also delayed, deferred, or shelved, and supply chains interrupted. The COVID 19 crisis and measures taken to slow its spread have had a profound impact on energy demand, the likes of which have not been seen for 70 years, IEA states. In its Global Energy Review issued in April 2020 and assessing the impact of the COVID-19 pandemic on the global energy system, IEA expected that overall energy demand would fall by 6% in 2020, while electricity demand was set to decline by 5%. In contrast, global carbon dioxide emissions were expected to drop by almost 8% compared with 2019.

During the pandemic, traffic curbs and mobility restriction measures accompanied drastic drops in economic activity. Sales of motor fuels fell. The Petrol Group, one of the largest businesses in the Adriatic region, responded comprehensively to the changed situation.

Photo: Archive Petrol

Aleksander Salkič
Director of Communications at Petrol

“In the first phase, activities were focused on ensuring the health of customers and employees, uninterrupted operations in changed circumstances, and on identifying and managing risks. Further activities have focused on the long-term so that the Petrol Group can operate smoothly in a highly changing business environment. In 2020, we paid special attention to cost optimization and business rationalization, which is also reflected in the plan for 2021,” explains Aleksander Salkič, Director of Corporate Communications at Petrol, which operates in Slovenia, Croatia, Serbia, Montenegro, Bosnia and Herzegovina, Kosovo, and North Macedonia.


Crucial optimization of sales and supply chains

Petrol generates more than 80 per cent of its revenues from energy trading, while the remainder is derived through trade in consumer goods and services. Both energy and trade are considered highly competitive industries. In addition to global industry trends, Petrol Group’s operations are influenced by several other, often interdependent factors, notes Salkič. Among the most important are the movement of energy prices and the gyrations of the US dollar, both a reflection of global economic conditions. During the pandemic, Petrol prioritized the health and safety of its employees and customers, as well as ensuring a reliable supply of energy. They addressed risks very directly. The measures followed the provision of sufficient liquidity. “Reducing and managing costs, all the while optimizing supply chains and sales outlets and thus ensuring the profitability of points of sale, have all proven necessary,” states Salkič. They also ensured a sufficient number of employees was present at points of sale. At the same time, other employees, wherever possible, worked from home, and due to a reduced volume of business, some employees were put on temporary leave.

Photo: Pexels

Strongly-felt impact of the local environment

Petrol envisions a future of energy independence and efficiency, but also the growing share of renewable energy sources. According to Salkič, reducing the carbon footprint is the company’s top priority. Their sustainable orientation is based on three pillars: on being a low-carbon energy company, on establishing partnerships with employees and the social environment, and on operating in accordance with the principles of the circular economy.

 

Salkič believes the economic situation in 2021 will be significantly affected by the post-pandemic economic recovery, which will also be reflected in oil prices. In the markets in which they operate, both local economic conditions (economic growth, price inflation, rising consumption and production) and state regulation of energy prices and market structure, exert a significant impact on business operations. The impact of a pandemic is difficult to disentangle from the measures taken to contain it.

All on board with green changes

Business players in the energy market are facing major challenges and changes. First, they are undergoing an extremely demanding systemic transition to renewables. “At the same time, there are major changes in the behaviour of end customers, who are becoming increasingly active and environmentally aware,”
says Salkič. At the same time, environmentally- friendly practices are official EU policy when it comes to the so-called green economic recovery, which is taking place under the auspices of the European Commission. Activities in this area are numerous, from energy efficiency in industry and the commercial sector to energy renovation projects in buildings. “These are integrated energy services for industry, which will lead to increased energy efficiency and reduced greenhouse gas emissions,” explains Salkič.

 

But there is another area with great potential: sustainable mobility. Petrol focuses on the provision of services related to the establishment, the management, and the maintenance of infrastructure for charging electric vehicles, explains Salkič. Also, the group provides solution for the implementation and billing of electric vehicle charging and support. “In the field of mobility, we are developing services related to new concepts and forms of mobility such as vehicles as a service,” adds Salkič, who also says the company has ambitious goals for 2021, including a new strategy for the next five years. They are also incorporating the lessons of the current pandemic, which has radically changed the way we do business in a matter of months.

Responses to the pandemic

During the COVID-19 pandemic, Petrol has equipped all of its service stations with protective barriers at the cash registers. Employees at points of sale have been given protective equipment. Services more likely to transmit infections have been temporarily stopped, and their business adjusted on an ongoing basis. Petrol also ensures the number of customers who can safely enter its stores at the same time stays at the recommended levels at all time. “We encourage the use of digital applications that enable contactless payments, and we also deliver products from Petrol’s online store to your home,” says Aleksander Salkič. “It was our digital solutions that proved successful during the crisis as customers quickly recognized their benefits. Our online store eShop has achieved exceptional results, as has the app ‘Na poti’ [Slovenian for ‘on the road’]. The latter is still setting records,” says Salkič. Petrol’s recipe for thriving in unusual times includes a comprehensive range of customer-focused products and services with an excellent shopping experience, which has been the core of Petrol’s business for several years. But now, the approach has gained momentum.

At the heart of business: the customer

In 2021, Petrol will further upgrade the user experience. “The customer is at the heart of our business and will remain a priority in the future as well. We are aware that modern consumers have more information and
want more for less. They expect ‘convenience’, which they define as a comfortable retail environment, in which they can buy a wide range of products and services in one place, but also in a timeframe that is satisfactorily short. Consumer continuously checks ‘on-line’ offers and always expect a comprehensive deal. We provide our customers with bundles of products and services – this is our competitive advantage. The goal is to achieve this through an excellent user experience,” emphasizes Salkič.

THE ADRIATIC

This article was originally published in The Adriatic Journal: Strategic Foresight 2021
If you want a copy, please contact us at info@adriaticjournal.com.


How the Pandemic Is Digitalising the World

editor


July 2021 Business

Jan Tomše

EXECUTIVE EDITOR


More rapidly than ever, the world is embracing Information and Communication Technology (ICT) – to everyone’s benefit. Slovenian society has become very digital in the past year, and there has been an enormous leap forward, says Adrian Ježina, the President of the Management Board of Telemach.

For Telemach, a Slovenian provider of advanced and high-quality fixed telecommunications services in the Adriatic region, 2020 will go down as a very successful year. The company has grown in all of its key segments: networks, human skills, and finances. With the constant growth in subscribers, Telemach’s market share in Slovenia is rising fast.

In 2020, when the coronavirus pandemic significantly transformed peoples’ lives and drove them online even more so than before, telecom perators played an extremely important role in helping people maintain mutual contacts. Users have relied even more on their services, and it has become impossible to imagine normal operation without internet and mobile communications. This applies both to individuals and large institutions.

Photo: Žiga Intihar

Adrian Ježina
President of the Management Board of Telemach

“The epidemic has shown the importance of the ICT industry in the 21st century, and just how all the major industries heavily rely on it. As the world went online, we experienced increased use of all our services. During this time, fixed internet traffic rose by 30%, average internet traffic increased by as much as 200% between 8am and 6pm, mobile data usage increased by about 25%, and the number of voice calls increased by around 70% in the first weeks. Interconnection capacities were also severely affected,” Adrian Ježina explains.

While Telemach faced challenges at the start of the pandemic, they successfully overcame obstacles thanks to previous preparations and experiments in homeworking where feasible. “The pandemic was a true test for our networks and our organization. However, we made the right upgrades and organised remote work to ensure good communication between users. We are talking about changes in a very short amount of time. We increased all the necessary capacities to allow unhindered traffic so that our users would experience almost no difficulties. In just a few days, we managed to double our capacity in both mobile and fixed networks. Our performance parameters remain the same as before, but with significantly higher user consumption,” Ježina reveals.


Preparations yielded results

At Telemach, they were well prepared for the pandemic. Even before the complete lockdown, the company had tested how individual services would handle work from home. “Understandably, not everyone could perate in this way, especially our technical services, which work on the ground and are most exposed to health risks. Of course, we took special care for their protection,” says Adrian Ježina. When we talk about digitalisation, the question always arises how it affected companies, as well as a broader social aspects. Per Ježina, “Slovenian society has become very digital over the past year. There has been an enormous leap forward, companies have introduce quite a few new services that make some everyday operations easier in these unusual times, and people are also doing more things online. Many have let go of the distrust they once had towards internet services, learned more about numerous things, and broadened their horizons.” The pandemic is pushing the world hastily into information and communication technology, and this is beneficial for the telecommunication industry. However, it also calls into question further investments into landline networks, as the focus is shifting to frequencies and 5G. “No doubt the pandemic will lead to lasting changes in the way we do business, but at the same time, we hope that there will be a rapid economic recovery without a deeper financial crisis,” Ježina points out.

The future = growth

For 2021, Telemach expects growth in all areas, including financials and subscriber numbers. Together with United Group, which they are part of, they will continue to push boundaries, grow their network, work on user experience, and strive to be the best on the market. Their business goal is to become the first choice of Slovenian users who are looking for telecommunications services, the number one broadband provider and the number two mobile provider in Slovenia. They are convinced their highly motivated and skilled employees offer almost bulletproof guarantee for further success.

Taking care of employees

Since the start of the pandemic, Telemach has been focusing a lot on employees. »Together with our employees, we were well prepared for the novel way of doing business, so the transition of working practices was fast. Where possible, our employees were working from home, and we made sure all our employees who work in the field had proper protection, such as masks, disinfectants, and gloves. We also sent out a first aid kit to our employees, which contained disinfectants, masks, and vitamins,” the company says. “We did everything to make them feel good, provided them with various online seminars, sent them packages with masks and vitamins occasionally, and so on. It is why we have successfully faced all the challenges posed by the pandemic,” emphasizes Adrian Ježina.

Providing the best user experience

B2B: Telemach offers business customers seamless services such as collocation, limited and advanced service management, and cloud computing platforms since it has the most advanced data center in Slovenia. During the pandemic, they offered special packages to business customers including the packages aimed at individual activities such as bars, massage parlours, car mechanics, private health clinics, and dentists.

B2C: Since their customers were mostly working and staying at home, Telemach could offer them additional bonuses. They opened program schemes and provided more content and mobile data. They also very quickly introduced advanced customer care tools, such as a chat option on their website, voice signing, and virtual shops. These proved to be excellent examples of resolving the situation, the company states.

Solidarity

Adrian Ježina sums it up: “We were pleased to help as best we could. United Group donated USD 3m to help countries in the region, USD 500,000 of which came to Slovenia for medical supplies. Telemach also donated tablets with internet access to children and families to enable as many students as possible could have uninterrupted studying from home.”

Pandemic figures

The load on internet connections increased by as much as 40% during the pandemic. Telemach recorded a 60% increase in voice traffic on the mobile network during this period. In the autumn of 2020, the increase in internet traffic was 50%, while mobile voice traffic increased by 20%. Compared to last year, data traffic over the mobile network increased by 30% in December, while the number of SMS messages increased by 10%, and the number of MMS messages by as much as 40%.


Meet the Invincible Vault and Delve Into the Exciting Story of Slovenian Banking

editor


July 2021 Living

Jan Tomše

EXECUTIVE EDITOR


Few people know that Slovenia started developing its banking at the same time as other European countries. The 200-year history of Slovenian banking is now on display in the Bankarium museum on Čopova ulica in Ljubljana.

In mid-June, Ljubljana got a museum that deals with extremely interesting topics. Bankarium, Banking Museum of Slovenia, is located in the former banking hall of the Mestna hranilnica ljubljanska at Čopova ulica 3, Ljubljana. A visit to the museum offers a walk through 200-year history of banking in the territory of today’s Slovenia.

In the museum, which is situated in one of Ljubljana’s most famous Art Nouveau buildings, visitors learn about the five thousand year long history of banking. A presentation of the history of banking institutions and practices on our soil takes them to two hundred years of Slovenia’s banking heritage.

»Why it was us who founded the Museum of Banking? Because of our tradition based on people, banking knowledge and culture, which is more than 200 years old,« says Blaž Brodnjak, President of the Board of the NLB Institute for the Management of Cultural Heritage.

Currencies, monetary institutions, digital wallets…

Do you know when Slovenia got its first savings banks and who they were intended for? In the museum you can walk through history all the way to the advent of digital mobile wallets. You can see all the currencies valid in our territory, and get to know the key people who left their imprint in Slovenian banking.

If you are curious how bank employees used to work, you take a step behind the bank counters from different periods. There is also a rich collection of safes and savings books on display, and you can see the inside of the ATM as well.

A step inside the bank vault offers a very special experience. The massive reinforced concrete door has done its job more than well over time, as no one was able to break into the vault on Čopova. Visitors can also check their financial literacy in the museum through playing interactive games.

Photo: NLB

»Regardless of the fact that the collection was entirely financed by NLB, the museum tells a story about the history of the Slovene banking industry, it talks about the development of institutions and the development of banking practices – from the first piggy banks to the digital transformation. Bankarium is not only a museum, but also a digital centre for financial literacy. Just as this building, the Ljubljana Municipal Savings Bank, was the leader in youth and school savings 100 years ago, NLB has the leading position in knowledge, professionalism and experience, which we are happy to share. After all, financial literacy is part of our sustainable policy and strategy, it is our responsibility and our task.”

What can you get acquainted with at the Bankarium, the Banking Museum of Slovenia?

– With the development of banks, credit unions and savings banks over the last 200 years
– With 9 currencies, which we have exchanged in Slovenia since 1820 until today
– With an insight into the life and work of six renowned bankers
– With selected objects from past periods, the oldest is from 1820
– With different types of bank counters from 1905 onwards
– With the famous charity statue
– With the inside of the ATM
– With a vault that has meter-thick reinforced concrete walls

Museum shop: from board games to coins

The Bankarium also has a museum shop that offers various products related to money and banking. In the store you can buy savings banks, board games, wallets and money boxes and other Slovenian products related to money.

»Slovenes can be proud of our banking history. Few people know this, but the development of banking in Slovenia started at the same time as in other European countries. Our first monetary institution, Kranjska hranilnica (Carniola Savings Bank, founded in 1820), was, for example, only the second ever in the then Austro-Hungarian Empire. The more banking developed, the better it could support the economy and the faster the latter could grow, and with that, society also developed and progressed,« said Blaž Brodnjak, the President of the Board of the NLB Institute for the Management of Cultural Heritage, under the auspices of which the museum was established, at today’s presentation of Bankarium, the Museum of Banking in Slovenia, which presents the banking heritage in the Slovene territory from as early as 1820 to the present day.

Photo: Iztok Lazar


Welcome to The Adriatic!

editor


Tine Kračun

EDITOR-IN-CHIEF


Welcome to The Adriatic

Dear readers, friends and partners. It’s been three years since we launched the Adriatic Journal, a corporate brief on geopolitics and living in Europe’s southeast region, the extended arm of the Institute for Strategic Solutions (ISR). During this time we published three annual editions of the magazine, organised several events, hosted foreign ministers from different countries, economic and finance ministers, former prime ministers and CEOs from the region’s largest corporations. We are proud to have succeeded in building a bridge between the society, politics and the business community to foster regional cooperation in lieu of economic and sustainable development.

Our online edition is a constant that keeps our brand going through the year which, alongside our monthly newsletter, has kept you informed on what is moving the region.

Photo: Roman Šipić/Delo

We look forward to doing so in the future under our refreshed brand name The Adriatic. We will continue to host events, keep an online presence and publish our premium printed magazines. We have much more to talk about. We are preparing a special publication on logistics and we are already working hard on preparing our annual edition. We are partnering with regional institutions to organise events in multiple capitals in the region.

Last year has transformed our society. It changed the way we communicate and altered the way we do business. The world made a huge leap forward in several fields. We must ensure the region keeps up with the global trend. The Adriatic will keep you informed on its progress.

Keep on reading.

Tine Kračun
Editor-in-chief


The Future Used to Look Like This

Chocolat Lombart missed the mark on predicting future

editor


June 2021 Geopolitics

Jure Stojan DPhil

ASSOCIATE EDITOR AT THE ADRIATIC


‘How will our great-grand-nephews live in the year 2012?’ This was the design brief that landed, in 1912, with the renowned Parisian art printers Norgeu.

The client was the Parisian chocolate maker Lombart – at the time, chocolatiers competed not only on taste of their produce but also on the quality of collectible cards included with food packaging. This commission resulted in a set of six postcards that have since achieved anthological status in the history of advertising art – sometimes referred to as ‘chromo’ since it was printed in chromolithography, a technique invented in the 19th century. These postcards also feature in the classic reference work on the topic (mostly, a showcase of Bibliothèque Nationale’s collections) – Christophe Canto’s and Odile Faliu’s The History of the Future: Images of the 21st century (Paris, 1993).

Parallel worlds

The Chocolat Lombart cards depict an eery kind of parallel reality – what is supposed to be our contemporary life but evidently imagined in the waning years of the Belle Époque. They represent vintage steampunk, to use 21st-century keywords. All characters are dressed in the latest fashions of 1912 – an understandable artist’s choice. After all, fashion is supposed to be in touch with the future (at least this is what designers have argued for centuries). But it is not only the clothes and the grooming that make the images instantly dated (in both senses of the word). They reflect a rigid social world which is clearly structured and hierarchical. Servants bow to the whims and desires of the select few which literally hover above the masses. Ironically, these two aspects appear less anachronistic in 2021 than they did, say, in 1951 – a consequence of hipster fashion, both in apparel and facial hear, and of rising economic inequality.

Stop here, we’re going to take our “CHOCOLAT LOMBART”

Another sure giveaway is the central deceit of these images – all of them imagine how in 2012, consumers are driven by an unstoppable urge to fetch Lombart chocolates. This is, of course, blatantly untrue. Unimaginable as it might have been in 1912, neither the brand nor the company survived to see the new millennium. They disappeared in 1957 (in this case, business longevity did not equate with immortality – Lombart had claimed to have been founded in 1760).

Such details aside, two out of six predictions proved to be remarkably prescient. We really did have video calls in 2012, even though only a minority would opt to use a video projector. There really are tourist submarines touring the seas, including in the Adriatic, even though they operate at much shallower depths than imagined in 1912 and do not dock to special under-water stations. Another prediction was a near-miss – while humanity did indeed make it to the Moon in 1969, there are still no regular civil flights between Earth and its natural satellite. And interplanetary rockets decidedly look very unlike the space car imagined in the name of Chocolat Lombart. The artist most obviously failed in the prediction apparently designed to flatter the client’s ego. It almost feels petty to point out that in 2012, there were no regular deliveries of Lombart chocolates, by zeppelin, from Paris to London.

Good afternoon my child – we’re going to send you your “CHOCOLAT LOMBART” by Southeast Asian airship

There was a prediction the artist was apparently most confident about – as implied by the fact that it is laid out over two cards. Namely, that of the flying car. Now, the flying car is a somewhat of an iconic object, existing in numerous plans, drawings, and science-fiction films and, even as working prototypes – but not (yet) in the lifestyle-defining way the artist envisioned.

To the late anthropologist David Graeber, the very absence of flying cars was damning evidence that capitalism had lost its mojo (he blamed all-pervasive bureaucratization). Incidentally, Graeber’s essay was published in 2012. But it should be noted that the flying cars he had in mind were those predicted for 2015 as recently as 1989 in the movie Back to the Future II. Many will be heartened to hear that in 2021, flying cars are once again being developed by several companies around the world.

Lessons of (failed) predictions

The futuristic prints distributed by Chocolat Lombart in 1912 are charming pieces of printed ephemera. But they are also vivid illustrations of what works – and what doesn’t – in future studies, technological predictions, and economic forecasting (the process of trying to guess the future carries many names depending on the field of study). It all follows from one central observation. Namely, that Chocolat Lombart’s year 2012 is merely a 1912 with fancy stuff attached to it.

First, while it makes sense to predict the short run by extrapolating from the most recent data points (say, the latest Paris fashions in coiffures), this yields extraordinarily twisted and distorted visions of the long run.

Second, even though the biases of extreme extrapolation may be easy to spot in its total effect (in aggregate) mere decades after the prediction was made, it is difficult to say which particular detail will turn out to be most off the mark. The sumptuous beards displayed in some images would have marked them as ridiculously out-of-date by the late 1930s. After the spread of hipster fashions of the 2010s, pre-World-War-I trends in facial hair and clothing no longer appear that anachronistic.

HELLO! Captain … Stop at the “CHOCOLAT LOMBART” submarine station

Third, predictions work best when consumer experience takes centre stage, and the forecaster imagines what invention could possibly bring further ease and comfort.

Fourth and last, even when making predictions about technology, leaving out the society seriously derails the forecast. Working at a time when the gap between the haves and the have-nots appeared unsurmountable, the artist could not imagine that 20-century airline industry would be based on mass mobility. Airbus’s A340-600 can carry up to 475 passengers in high-density seating. The cars imagined by Norgeu’s printers could carry at most six. One detail is especially telling – the driver of the flying limousine does not share the cabin with the exalted passengers but must freeze outside. This implies the chauffeur’s comfort was not considered part of technological progress, it was not something flying car makers were supposed to think about. (Ironically, even this appears less absurd in 2021 than it did as recently as in 2019 – having the passengers and drivers physically separate would greatly aid pandemic mobility).

THE ADRIATIC

This article was originally published in The Adriatic Journal: Strategic Foresight 2021
If you want a copy, please contact us at info@adriaticjournal.com.


A Peek Behind the Dust and Rust

Fish canneries in the Adriatic

editor


June 2021 Living

Martin Pogačar, PhD

RESEARCH FELLOW, INSTITUTE OF CULTURE AND MEMORY STUDIES


In early spring 2018, a team of three researchers travelled to Lošinj, a popular tourist island in north-eastern Adriatic. The largest town, Mali Lošinj is also the largest Adriatic island town, historically famous for its shipwrights and shipyards and captains of the high seas. The port and the island boast a rich history stretching back to ancient Roman times while more recently it was also a popular resort for the Habsburg nobility of late 19th and early 20th centuries. Throughout the 20th century, the island and the town were a site of industrialisation and deindustrialisation, and lately the dominance of tourism.

The motives for our trip were quite specific: we were eager to find out more about the history and present of Adriatic fish canneries, coded in workers’ memories. We wanted to understand the broader implications of industrialisation and deindustrialisation as told through local stories along the Adriatic eastern coast. What were the consequences of fish canning industry in north-eastern Adriatic for society, economy, environment? How was this industry intertwined with global trends? How did working in a factory shape social life and the social world, which extended beyond the factory fences, into everyday life, entertainment, leisure, and how did this industry affect relationships between men and women?

A very brief history …

Fish canning as an industrial method originated in France where one Nicolas Appert won the concours in 1812 to provide Napoleon’s army with a solution to more easily and effectively preserve and transport food on their military endeavours. By mid-1820s the industry spread from France to England, to Portugal and Spain, to the USA, the Middle East and elsewhere. It was the beginning of the first global food production industry.

Primarily a military invention, or rather innovation of an older preservation techniques, canning opened up new possibilities also for general human mobility and longer energy-autonomy, as put in practice in extreme expeditions to the poles that spiked in the latter 19th century. Canning, booming in the time of rapid industrialisation, redefined, along with the railway, where and how far a human body might be able to travel. In fact, canning had such a profound symbolic and practical effect that the first recorded music was referred to as canned music, precisely because the record was seen to preserve sound in a similar vein as canning preserved food.

Work in fish factory meant gutting, cleaning the catch in the open, in all kidns of weather. Work was seasonal and demanding.

As such the history of canning lends insight into the wider histories and problematics of globalisation and industrialisation of the late 19th century. For example, in 1852 the British Navy commissioned an assortment of canned food for its men. The best offer came from Romania, where an Englishman established a canning factory. The product, however, as cheap as it might have been included undercooked, rotting offal and other unwanted bits of meat. No amount of bleach, reportedly, could help get rid of the stench. Most of the remaining cans were thrown into sea and some were given to the poor.

But this was also the time of development of science and technology, and it was Pasteur who was able to scientifically explain why was it that canned food could achieve longer shelf life: sterilisation eliminated microbes and altered proteins; conserved food in oxygen-free atmosphere could thus survive almost indefinitely. Scientific and technological development also brought new materials and new methods of production; over time, the difficult to open, tinned iron cans were replaced with aluminium ones; production units that initially were mostly manually operated were gradually automated; fire and coal powered sterilisation chambers were electrified, as were cooling houses which enabled a more consistent yearly distribution of the catch, hence also work. Regardless, the tin can remained a nutritional item for the rich and the poor, an object of health debates, design and branding, an essential nutrient on school trips for some, for others a staple in military service diet. Perhaps most extreme, the tin can also made it to space with first human extra-terrestrial travels.

... and its local iteration

North-eastern Adriatic coastal and island villages and towns were home to more than 60 canneries, the first two established by Karl Warhanek, a Habsburg businessman in Rijeka and Jelsa, Hvar island, in 1861. The development of the industry was also funded by the French and Italian capital and Europe-wide export trade. On a historical map of fish canneries names such as Izola, Rovinj, Banjole in Istria, or Jelsa, Vrboska, Komiža in Dalmacija crop up, sites with extensive fishing and fish-processing traditions that provided local expertise, labour power, and access to resources. The industry was dependent on the seasons and the movements of and fluctuations in fish populations. For example, in the latter 19th century, sardines, the most popular and famed canning species, nearly ran out in the Adriatic, forcing fishermen to cruise further south, towards Italy’s Sicily and Lampedusa. Entrepreneurial Hvar fishermen established fish processing plants on these coasts, salting fish and selling it across the Mediterranean. Some, such as Vice Novak from Hvar, even moved as far as Portugal to establish several factories, contributing to the exchange of expertise and capital (Gamulin in Zgodbe iz konzerve, 2020).

Today, only a handful of factories still operate while many have closed down, at various points over the late 20th century. Prime locations, often at the outskirts of old city centres were or will be sold for luxury hotels and tourist appartements, often leaving little else than a monument to mark the presence of the factory, that speaks little of the factory life: the on-site physician and child care, culture facilities, such as cinema were far from rare, integral part of work environment ( Petrović in Zgodbe iz konzerve, 2020).

Some factories, however, such as the Slovenian cannery Delamaris from Izola (named after the Second World War, when the border between Yugoslavia and Italy was settled, after the three factories that operated in Izola before the war, De Langlade, Ampelea, and Arigoni, and the first two letters of the Italian spelling of the town, Isola) was relocated from Izola to Pivka, while the Neptun cannery from Komiža, Vis island, was relocated to mainland Serbia (Petrović; Rogelja Daf in Janko Spreizer in Zgodbe iz konzerve, 2020). As much as the arrival of canning industry affected the look of towns and changed social relationships, particularly in terms of women emancipation and autonomy, so did its departure bring deindustrialisation and, in many cases, forgetting, supplanted by sanitised, idealised images from tourist ads.

Memories and stories

The factory in Mali Lošinj, named Kvarner riba, closed in 1974 and the building today is in a state of disrepair, and a hazard to visitors. It is barely kept alive by a group of artists who have studios on the ground floor, and cats who reign supreme on the first floor, among broken rusted tins, wooden crates, yellowy paper wraps. As we ascended the stairs we were enveloped in scents and pieces of time gone by that permeates cold stone walls, reflects off the broken glass and hovering particles of dust. But decay and melancholia only speak that much.

The former workers we had the chance to speak to told stories about factory work and shared with us snippets from their lives. The words fleshed out for us the getting up very early in the morning, the gutting of fish in the cold wintery water, the irregularities of nature of work, dependant on the season and daily catch; and, later on, distribution from the cooling houses. It was not difficult to imagine a boat speeding across the bay at the break of dawn, bringing workers to the factory, taking positions at the gutting tables, at the sterilisation boiler, or in the office keeping records of the amount of tins produced, the destinations to be shipped to. The factory shipped produce to the mainland for domestic market and the Yugoslav Army, but also to Austria, France and the USA, as could be deducted from the decaying paper wraps for cans, printed in various languages, promoting the quality Yugoslav product to foreign and domestic consumers.

The quest then brought us to the nearby island of Cres and the stories of the workers of the Plavica cannery, which closed in 1996. They emphasised the social aspect of work and the entanglement of work and everyday life. The narratives of the demanding working conditions were thus counterbalanced by fonder narratives of female workers about their work during the 1980s, about the satisfaction that they could go buy their own jeans and go to the disco.

Before the introduction of easy open ends, special knives were needed to access the content

Workplace constituted a place of sociality and community. Another important feature was the perception of change after the disintegration of Yugoslavia and the privatisation or denationalisation that followed in the aftermath of the country’s demise. The introduction of free market exposed the weak postsocialist economies, the power play of political and economic interests in which many interlocutors saw the reason for personal degradation and degradation of labour at large. The comparison of the memories of the situation before and after 1991, the year Yugoslavia disintegrated, clearly outlines a change in the social meaning of work that seems to have shifted from, declaratively and practically, workers as value to workers as cost. In a way, the stinky job made for quality spare time and was also a way to impart meaning on life.

Yet, older workers’ narratives from Vela Luka, Korčula island, reveal another layer to the story and add further complexity. After the war in 1945 the newly formed country of Yugoslavia found itself in a situation with most of the pre-war industry destroyed and with vast numbers of displaced and traumatised citizens. The aftermath of the war was a time of political consolidation of the new regime and a time of renovation and construction. In such conditions, the industry, including fish factories and others, was in dire need of labour power; they thus often illegally enlisted minors, especially women, some of whom started working at the age of fourteen or sooner, and therefore missed schooling, leaving them under-educated, often barely literate. On top of that, when they retired the ‘illegal years’ would not count in the number of working years and pension calculation. Still, for many female workers this was a way to achieve personal and financial independence and control over their life that was traditionally framed by patriarchal relations. As such, intimate labour histories are often still seen as a source of pride and personal realisation, and as a lens that puts the present into a different perspective (Borovičkić and Vene in Zgodbe iz konzerve, 2020).

Another look back

As we today try to understand the past and the fate of fish factories in the Adriatic, we can see that a rich history of labour and industry is almost forgotten, overridden by tourist success stories, real estate investment, and the general unease about what to do with industrial heritage. The successors to the socialist Yugoslavia systematically and consistently fail to understand the lost opportunities of cultivating industrial heritage. What is worse, they thus amplify the dissolution of historical knowledge about Yugoslav modernisation and industrialisation, which in contemporary interpretations of the past, inflected by the ideological and political and economic distancing of post-socialist states from their pasts, is simplified and sanitised. Such interpretations tend to misread the past as an ideological autarchic monolith and refuse to apply a more granular approach to understanding the often contradictory events and processes in the past where real people also lived, with hopes, aspirations, pride and pain. The mission that brought us to Lošinj and other places in the Adriatic, then, was not only an endeavour to save the memories of the forgotten workers and their industry, but also to provide insight and a more detailed understanding of how an industry, dependent on global politics and economies developed and subsided along the Adriatic coast.

This initial leg of the journey was concluded with an edited volume Stories from the can (Zgodbe iz konzerve, Zgodovine predelave in konzerviranja rib na severo-vzhodnem Jadranu, Založba ZRC 2020).

THE ADRIATIC

This is an article from Adriatic Journal Strategic Foresight 2021
If you want a copy, please contact us at info@adriaticjournal.com.