Bruno Kefecek of SOBRA d.o.o. has been successfully representing Bischof+Klein in the countries that formerly constituted Yugoslavia for the past 25 years. SOBRA d.o.o. was founded in 1992 by his parents Eduard and Zlata. Their daughter Tamara also joined the team. From Zagreb, Bruno Kefecek travels throughout Croatia, but also to Bosnia-Herzegovina, Montenegro, North Macedonia, Serbia, Slovenia, and Kosovo. In the interview, he reports on the highlights of his work for Bischof+Klein and on future prospects. 

When you look back at 25 years of Bischof+Klein, what is your personal highlight?

Bruno Kefecek: Bruno Kefecek: There are a number of them, but the best one took place almost right at the start of our work together. SOBRA and Bischof+Klein supplied a local company with flat film for a machine that it had purchased a few years previously. The company had already tried out numerous suppliers, but nobody could supply a suitable film. This customer was on the verge of scrapping the machine when we came along with our film. And hey presto, our film worked perfectly! We were then able to establish a successful and friendly partnership

What particular challenges are there in the region? How different are the countries that emerged from Yugoslavia?

Bruno Kefecek: It’s a major challenge establishing some products here on the market. Sometimes, the reason is that there is not yet any demand in our market, and sometimes it’s also the price. Or there are domestic manufacturers within the country that are given preference. 

What do you particularly value about working together with your German colleagues?

Bruno Kefecek: Quick response, flexibility, and an understanding for the fact that a different culture requires a different approach. That’s very important.

Which customer feedback do you remember most positively?

Bruno Kefecek: When an “old” customer remained loyal to us despite production difficulties and losses and said: “I don’t want any film supplier other than Bischof+Klein, please solve the problem.”

How do you switch off after stressful days at work?

Bruno Kefecek: As we are a small family-run company, we don’t usually switch off. We are always there for our customers, no matter whether we’re talking about public holidays (which differ extensively in the various countries) or “normal” working hours. But my life doesn’t consist solely of work, of course. I like playing tennis, go skiing in the winter, and enjoy nature in the countryside on my free weekends.

What recommendation would you give to young talents in sales?

Bruno Kefecek: New eras always bring new challenges. What I can certainly recommend is openness towards new technologies, no matter whether we're talking about Zoom, Microsoft 365, or social media. However, it should never be forgotten that we are human beings. We need personal contact, which can prove crucial in choosing a new business partner.

What do customers particularly appreciate about Bischof+Klein? 

Bruno Kefecek: Above all, our customers appreciate our efficiency, our quick response, the quality, of course, and the fact that we are always there for them when problems crop up. Many also attach great value to a local partner such as SOBRA because, as locals, we understand them better and they do not need to have direct contact in a foreign language.

Which products are particularly in demand?

Bruno Kefecek: Demand in the region is highest for SmartFlex^®, followed by FFS films, valve sacks, and open sacks. Some of the new products such as PowFlex^®, for instance, have not gained a foothold yet, because the companies are not investing in new machines, but I hope that will change soon.