What unites beer, projects and the green transition?

At first glance – maybe not much. But on May 27, 2026 in Stara Zagora, the answer turned out to be quite clear: the common vision for a more sustainable industry and a greener region.

The project SpurUP – Sustainable Peri-Urban framework for Climate Neutral development was presented during a visit to Zagorka AD – one of the Bulgarian industrial partners in the initiative. The event was part of the program of the final transnational meeting of the project GREENSMARTMED, organized by SZ REDA.

The visit to "Zagorka" brought together international partners, representatives of local institutions, businesses and regional stakeholders. The Municipality of Stara Zagora also participated and was represented by Mr. Zhivko Zhelev.

In its role as host and partner of SpurUP, Zagorka presented the project, its goals and the company's place in future activities. Thus, the topics of climate neutrality, industrial innovation and circular economy entered a real production environment - where sustainable transition must happen not only in words, but also in practice.

SZ REDA is also a SpurUP partner and will work for the active involvement of regional stakeholders, as well as for the adaptation of European experience to the needs, opportunities and ambitions of Stara Zagora.

And the topic is more than relevant: how industrial regions can reduce emissions, use resources more wisely, and turn the green transition into a real opportunity for development, rather than just another challenge.

SpurUP е европейски проект по програма Horizon Europe, which brings together 34 partners from 11 countries. Its goal is to support peri-urban territories in their transition to climate neutrality through innovative technologies, digital tools and new models of cooperation between business, local authorities, science and communities.

For Stara Zagora, participating in SpurUP is a chance for the region to be not just an observer of the green transition, but an active participant in it. As one of the replication regions in the project, Stara Zagora will have the opportunity to draw on experience from European partners and test approaches that link industrial development with climate neutrality and better planning of urban peripheries.

The SpurUP presentation at Zagorka showed that sustainable transformation does not only start with strategies, reports and conference rooms. Sometimes it also starts with a visit to a brewery - when industry, institutions, experts and partners sit around a table with a common idea for the future.

And the message is clear: industry can be not only part of the challenge, but also part of the solution.