On Saturday, October 22, the METRO HoReCa Center in Belgrade became the epicenter of culinary inspiration and team spirit when it hosted the jury of the national food quality awards the Taste Awards
The event was much more than a formal visit: it was a moment when professional dedication, passion for gastronomy, and creative energy merged into a unique team-building experience.
Jelena Drača, Corporate Communications Manager at METRO, described the atmosphere with these words:
“Great energy, superb flavors, and one more step closer to our customers!”
In the cozy ambiance of the METRO kitchen, members of the jury took on a new role that of contestants. They donned white jackets, tied black aprons, and showcased their culinary skills behind the stove. Jelena Drača emphasized that such gatherings are an excellent opportunity to strengthen connections with the HoReCa sector:
“It’s especially important for us to highlight that the HoReCa sector is a key and highly valued group of our customers. Through events like the Taste Awards, we not only build bridges with hospitality professionals but also actively support their efforts, ideas, and professional development. For us, this is more than an event — it’s a step closer to our partners, a chance to understand them better, and an opportunity to create value together. We sincerely thank all participants for the inspiration, enthusiasm, and wonderful energy they brought. We look forward to new encounters, joint projects, and culinary challenges!”
That sense of closeness to the hospitality community gained even more depth when the Taste Awards jury members switched from their role as evaluators to that of chefs. The moment professional distance gave way to teamwork in the kitchen revealed how valuable such encounters can be — not only for knowledge exchange but also for building authentic connections.
Duška Jovanić, Chair of the Taste Awards jury, shared her personal reflection on the experience:
“For me, the kitchen has always been a magical place. I made my first zucchini moussaka at the age of twelve. Since then, I’ve belonged to the culinary arts with both soul and body. The kitchen remains the most important and intimate part of my home, but I’ve also longed to step onto a professional culinary stage, dressed in the obligatory chef’s uniform. That wish recently came true thanks to the METRO Taste Awards competition, where the expert jury was invited to show their skills at the stove after proving themselves as strict evaluators.”
METRO opened the doors of its professional kitchen, and as Duška noted, the jury members eagerly embraced the challenge:
“Soon we found ourselves in the METRO HoReCa Center kitchen, dressed in white jackets and black aprons, ready for action. It turned out that all the stories were true the kitchen really is a masterfully directed thriller with a charming twist ‘on the edge of a knife’. I’m sure many would have loved to be in our place. Everything felt like a story come to life, and the METRO chefs proved to be our best allies in this challenge.
I chose a very interesting starter: savory macarons filled with ricotta and mozzarella, complemented by the finest roast beef and aromatic herbs. I proudly filled my savory pastries with the skill and confidence of a daring newcomer to a new craft. The rest of our team also turned out to be true culinary masters — something even the METRO professionals acknowledged at our shared lunch. It turned out we had created a real feast! As Goran Kovačević joked, ‘a large percentage of restaurants don’t serve food this good.’ It was truly a pleasure to see and experience.”
From savory macarons with ricotta and roast beef to rich main courses and exquisitely designed desserts, every bite was proof that a love for cooking cannot be hidden. The METRO chefs proved themselves not only as mentors but as true comrades in this culinary adventure.
This gathering was not merely a culinary experiment but also a strategic step toward a deeper understanding of hospitality professionals — their needs, ideas, and challenges. Together with the Taste Awards jury, METRO once again demonstrated that quality food, professional support, and shared passion can create lasting value — one that’s measured not only in flavor but also in relationships.
Taste Awards 2025 – Applications Are Now Open!
If you are part of the local gastronomic scene — whether as a restaurateur, producer, chef, or creative innovator in the world of food and beverages Taste Awards 2025 invites you to showcase your quality, authenticity, and passion.
The competition is open to all members of the culinary community who wish to stand out and connect through exceptional flavors and ideas.
Apply via the official website: https://communications.rs/tasteawards2025/
The application deadline is November 15, 2025.