Creating the Future, Not just Projects

Interview with Dr Rumyana Grozeva, Executive Director of SZ REDA, on the occasion of the Agency’s 30th anniversary.

– Dr Grozeva, this year SZ REDA celebrates 30 years. Does that sound like reflection, challenge, or inspiration? 30 yearsDoes that sound like reflection, challenge, or inspiration?

Thirty years signify maturity. It’s an age when you value stability but still have the energy to dream and act. For me, it means resilience – SZ REDA hasn’t just survived, it has evolved and transformed with time. And yet, this milestone also feels like a new beginning. Every decade brings new challenges, new opportunities and new responsibilities.

– What was the biggest challenge back in 1995, when SZ REDA was founded?

SZ REDA was founded at a complex moment when Bulgaria was taking its first steps towards a modern market economy. The Agency’s mission then was to become a tool for economic recovery and regional development. It started with a small team but big ideas – to support local businesses, train entrepreneurs, and work with municipalities to shape better local policies. When I later joined, that pioneering spirit convinced me I was in the right place.

– Over time, SZ REDA has become a recognised partner not only in Bulgaria but across Europe. How was that achieved?

Through perseverance, trust and professionalism. From the very beginning, the Agency never viewed projects as formalities but as instruments for real change. I inherited that attitude – projects are about people, not paperwork. That mindset helped us build lasting partnerships with municipalities, businesses, universities and European organisations. Gradually, SZ REDA became a bridge between ideas and action – linking local needs to European opportunities.

– You often say SZ REDA doesn’t just implement projects – it “creates the future”. What do you mean by that?

Any organisation can manage a project. But not every organisation dares to think beyond the box. For me, the key word is impact – what remains when a project ends? Have we changed the way people think, act or connect? Have we made our region a little more innovative, connected, humane? SZ REDA strives to be not only a coordinator but a driver of change – in how we perceive economy, ecology and community.

– What are the main pillars of SZ REDA’s work today?

Today our efforts are built around three interconnected priorities:

Green Transition – helping businesses and institutions achieve sustainability, energy efficiency and climate neutrality.

Digital Transformation – through the European Digital Innovation Hub “Zagore”, we support SMEs entering the technological era.

Social Engagement and Human Capital through projects such as JustFEMME and DUST, we encourage citizen participation and promote equal opportunities.

These directions define our vision for the future – a region that grows intelligently, fairly and with care for its people.

– What makes Stara Zagora unique among other regions in Bulgaria?

Stara Zagora is special. It’s a region with an industrial heart but strong potential for new industries. We have Trakia University – a source of knowledge and innovation – active municipalities, and people who preserve the link between tradition and future. At the same time, we stand at the heart of Europe’s just transition from coal to green economy – a huge responsibility and an opportunity to be a model for others. SZ REDA is right in the middle of that process – where municipalities, business, academia and citizens come together to find solutions.

– Thirty years also mean many human stories. What personally keeps you so committed?

Probably the sense that my work matters. Every day I see people who, thanks to our projects, start businesses, find partners, or simply believe more in themselves and their region. Seeing an idea born in a small office change a community’s life – that’s the greatest reward. And our team is another source of inspiration. SZ REDA is alive because it’s made up of people with energy, talent and heart. No one succeeds alone – we succeed because we share common purpose and values.

– How do you build and sustain such a team for three decades?

With trust, respect and meaning. We don’t work in an atmosphere of control but of inspiration. Everyone must feel they matter. We also foster a culture of learning – our people constantly grow through trainings, conferences and international networks. For me, leadership isn’t about standing above others but walking alongside them – giving space, trust and support. My team teaches me every day the true meaning of sustainability – not only in projects, but in relationships.

– How would you summarise your leadership philosophy?

In three words: purpose, trust, vision. Purpose is what gets you up in the morning – knowing why you do it. Trust is the glue that keeps a team and its partners together. Vision is direction – without it, energy is wasted. A good leader doesn’t need to be perfect, but authentic – to admit mistakes, to listen, to learn alongside others.

– How do you imagine the next 30 years of SZ REDA?

I dream of SZ REDA continuing to stand for sustainability and humanity. To remain a hub of ideas, to train a new generation of regional leaders, to support innovations coming from the ground up – from people, entrepreneurs and youth. The future of regions like ours isn’t about waiting for top-down solutions but creating them here and now. SZ REDA has always been a laboratory for the future – and I want it to stay that way.

– What would you tell young people wondering whether to stay in Stara Zagora or move elsewhere?

I’d tell them: there’s meaning here. Stara Zagora is a place where you can make your ideas happen if you have the courage to follow them. It’s not easy – nowhere is. The difference is that here we have a community that supports you. Organisations like SZ REDA will always lend a hand, guide you and help you start. The future isn’t somewhere else – it’s wherever you decide to build it.

– And finally, if you had to describe SZ REDA in one sentence?

SZ REDA is 30 years of trust, work and dreams turned into reality – and many more dreams and dots waiting to be connected.

Happy Anniversary!

Thank you!